Target audience review wins Seafield Hotel a 69% increase in revenue

The relevance of exact targeting – that is, the act of achieving the suitable viewers with the suitable present – is amazing, and we have tangible evidence to prove it.

How personalisation can maximize your income

Seafield Resort

Seafield Resort is a 4-star gleaming gem in Gorey, Co. Wexford – just an hour absent from Dublin metropolis. Surrounded by lush inexperienced grounds, the residence is only a stone’s toss from the pearly sands of Ballymoney Seashore which overlooks Tara Hill.

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Intended in a up to date vogue by an Italian architect, it’s no question the mild-filled resort is a favorite for weddings. Their award profitable Oceo spa is a tranquil haven which appeals to men and women much and huge who are seeking for a high-class knowledge just minutes from the Irish Sea.

Touching all bases

Because the beginning of 2022, our promoting group worked very closely with the fantastic crew in Seafield on refining features of their digital method in purchase to maximise earnings. On undergoing a shut evaluate of Google Analytics, we could plainly see the various kinds of individuals, or ‘audiences’, who ended up partaking with them. When we gathered all of the on the internet facts, the group at Seafield did exploration in-household to examine what we were being seeing corresponded with their bookings. It seemed to verify out.

When we had our audiences defined, we crafted precise campaigns for each

Defining our audiences was the quick section – following arrived the marketing campaign crafting. Centered on every single audience and their passions, in which they invested their time on the net etcetera, we made the decision on platform and funds, all the whilst advising that the landing pages for every give corresponded with the features and other electronic action so there was a higher opportunity of consumers next as a result of.

Here’s a taster of the audiences we outlined and catered for:

  • Audience 1 – 23-34, only gals, no kids
  • Audience 2 – 25-45, couples, no young children
  • Viewers 3 – 25-50, partners, young ones less than 15
  • Viewers 4 – 50 additionally, adult kids or none

As we crafted our campaigns, we had conversations with the crew at Seafield and collectively realised we desired content material that would appeal to the more mature cohort recognized as engaging with their brand name. As intelligent, responsive and reactive as ever, the workforce at Seafield got to work scheduling and looking at through numerous images shoots, curating each and every and just about every one thoroughly so what was created was fantastically reflective of the brand as perfectly as getting desirable to the audiences they were being for. A whole lot of function went into this by the team at Seafield. After all shoots were being finished, the team started introducing an array of magnificent visuals to their bank of written content throughout all on the web platforms. Most importantly, there was a great deal of new content material that would discuss and charm to a wide variety of audiences.

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They also invested time and energy into curating a huge quantity of new online video and pictures content for summer season and autumn – seasonal written content they can use and reuse over the coming a long time provided its supreme substantial high quality.

What were the outcomes?

“It is an absolute enjoyment performing with the team at Internet Affinity, they have been really supportive, notably more than the past 12 months as we have labored intently jointly to refine our electronic internet marketing method. It is good to see the favourable affect our efforts have had over the earlier number of months and we glimpse forward to ongoing progress heading into 2023.” – Kate Kavanagh, Revenue & Marketing Supervisor at Seafield Hotel & Spa Vacation resort

Due to the fact commencing this journey, we have collectively worked really hard to optimise campaign activity so as to reach fantastic success, which contain:

2022 vs 2021

  • 18.54% increase in revenue
  • 19% increase in traffic
  • 20.6% maximize in transactions
  • 2.87% improve in eCommerce conversion amount

2022 vs 2019

  • 69% boost in revenue
  • 15% increase in traffic
  • 30.9% improve in transactions
  • 18.38% raise in eCommerce conversion price

The overall income Seafield produced from their access and frequency campaigns accounted for 62% of general income as a result of meta since commencing on March 1st, 2022.

“The workforce at Seafield Lodge & Resort generally have their finger on the pulse, on the lookout for new strategies to excel their results to new heights. That is where by our most important target on a new viewers technique stemmed from. Seafield ended up prepared to set in the do the job with us to detect our audiences and spend in collateral to support any gaps that we identified. The results talk for by themselves and we look ahead to continuing this journey with the staff.” – Aoife Nolan, Senior Electronic Advertising and marketing Expert at Internet Affinity 

We hope this gives you an indication of how significant it is to correctly watch who your audiences are, since currently being equipped with this data, together with how to focus on them, will make all the change to your accomplishment as a hotelier. Once you know just who you are targeting, you can appropriately invest in collateral (images, video clips etc) like Seafield did, that will truly charm to your audiences – and the results will communicate for themselves.