No, the 2,200% is not a typo. One of our recent campaigns for Clickhoteles.com actually delivered $22 in revenue for every $1 spent—2,200% return. Here’s how we did it.
The client wished to promote its destinations to Latin America. With other markets, the client would promote their destinations via print or TV with coded promotions. Travelers would then visit the client’s Web site to enter codes and book trips. However, the client’s site was not in Spanish or Portuguese, a clear barrier to driving Latin American or Brazilian traffic there. In addition, the codes used in offline promotions allowed the client to precisely track ROI and they needed this to continue with any digital promotion.
When we discussed leveraging clickhoteles.com, which we exclusively represent in Latin America, the client raised another concern. Clickhoteles.com is a transactional site, so users stay on it while booking flights, hotels, cars, etc. The client was used to driving travelers to their site to book, and thought it would be difficult to accurately measure ROI without being able to do this.
We pointed out that we would be able to track booking results via Clickhoteles.com’s programming, with no need for users to visit the client’s site. In fact, it made more sense for users to stay on Clickhoteles.com because they were comfortable with the site. What counted, in our opinion, was how we’d promote the client’s destinations.
We worked with the client to create an enticing offer and placed ads on the Clickhoteles.com home page. We complemented the offer with content about the client’s destinations, allowing prospective travelers to learn about key attractions in either Portuguese or Spanish, since Clickhoteles.com serves both Spanish-speaking South American and Brazilian clients on their sites. We also added banner ads on the sites’ internal pages and on related sites, such as the travel sections of portals. Finally, we included some e-mail marketing to Clickhoteles.com’s exclusive traveler database to drive more traffic.
Travelers immediately responded to the ads and began booking. Within the first month, enough travelers booked to deliver 100% ROI on the cost of the campaign. In addition, we were able to track more than just bookings. We were able to offer key details to the client that offline promotions could not:
• Exactly which city and country that travelers were coming from
• Their specific destinations
• The hotels they booked and the price
• How many nights they booked/length of stay
• How many travelers went on each trip, adults and children
These data points allowed the client to determine more accurately how much a client spent—based on their length of stay—while providing a wealth of marketing data. In addition, after a traveler booked a trip, the confirmation e-mail allowed the client to offer vouchers for specific attractions or car rentals to further encourage spending. Finally, web analytics allowed us to optimize the campaign, adjusting formats, sizes and content to ensure the best response rates.
After earning back every dollar spent on the campaign in the first month, the campaign went on driving bookings for the client for months, eventually delivering an eye-popping 2,200% ROI.
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