Geneva Tourism case – automated charm offensive for foreign tourists
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Transcript of Geneva Tourism case – automated charm offensive for foreign tourists
Geneva Tourism Case
Geneva Tourism Case
MICHELLE DASSENMarketing Manager at Flexmail
@Flexmail_be@MichelleDassen
Geneva Tourism Case
02
Geneva Tourism Case
Best leading City Break Destination
2014 & 2015
WORLD TRAVELAWARDS
THE IDEA
One campaign
activated in various markets
Geneva Tourism Case
One campaign, one offer, one concept, one benefice, one creation
Activated in various priority markets, with various means and
tools
Geneva Tourism Case
“We are incredibly excited about this campaign. It is a great achievement and testament to the strong relationships with our partners to be able to launch such a unique and generous project.”
– Philippe Vignon, CEO of Geneva
Tourism.
Geneva Tourism Case
The Scenario
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Competition landing page with tracking
Weekly imports
Automation break-down
Manual Campaign
Launch
MARKETING AUTOMATION SET-UP
Geneva Tourism Case
WORKFLOW 1
FOLLOW-UP PARTICIPANTSConfirmation sign-up + registration of sharing for free flights
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 2
REMINDER NON-OPENSReactivating sleeping email contacts
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 3
WINNERS 1ST WAVEActivated by import of winners
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 4
LOSERS 1ST WAVEAnnouncing 2nd wave + call for sharing + waiting for import winners 2nd wave
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 5
FOLLOW-UP FINAL LOSERSConsolation prize for final losers + reminder
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 6
FOLLOW-UP RESERVATIONS ALL WINNERSReminder winners that didn’t reserve a room
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 7
FOLLOW-UP PRE CHECK-INCommunicating terms & conditions to all winners
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
WORKFLOW 8
FOLLOW-UP POST CHECK-OUT Reminder winners that didn’t reserve a room
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Denis Waitley
Geneva Tourism Case
“EXPECT THE BEST, PLAN FOR THE WORST AND PREPARE TO BE
SURPRISED ”
Geneva Tourism Case
SOME THINGS WENT WRONG…
GOOD!
Geneva Tourism CaseGeneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Email invitation results
Email participants / email contacts delivered
Email participants / email contacts opened
Partipants that received a fwd / contacts that received a fwd
7,77%
34,39%
21,37%
42,75% Participants that received a fwd / contacts that opened a fwd
Geneva Tourism Case
Email Delivery rate Open rate Click rate
WF 1 – confirmation participations + share 97,4% 59% 22,4%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8%
WF 3 – winners 1st wave 97,2% 68,8% 18,6%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2%
WF 7 – pre check-in 100% 82,8% 32,4%
WF 8 – post check-out 99,6% 72,2% 55,2%
Geneva Tourism Case
Email Delivery rate Open rate Click rate
WF 1 – confirmation participations + share 97,4% 59% 22,4%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8%
WF 3 – winners 1st wave 97,2% 68,8% 18,6%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2%
WF 7 – pre check-in 100% 82,8% 32,4%
WF 8 – post check-out 99,6% 72,2% 55,2%
Geneva Tourism Case
Email Delivery rate Open rate Click rate
WF 1 – confirmation participations + share 97,4% 59% 22,4%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8%
WF 3 – winners 1st wave 97,2% 68,8% 18,6%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2%
WF 7 – pre check-in 100% 82,8% 32,4%
WF 8 – post check-out 99,6% 72,2% 55,2%
Geneva Tourism Case
Email Delivery rate Open rate Click rate
WF 1 – confirmation participations + share 97,4% 59% 22,4%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8%
WF 3 – winners 1st wave 97,2% 68,8% 18,6%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2%
WF 7 – pre check-in 100% 82,8% 32,4%
WF 8 – post check-out 99,6% 72,2% 55,2%
Geneva Tourism Case
Email Delivery rate Open rate Click rate
WF 1 – confirmation participations + share 97,4% 59% 22,4%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8%
WF 3 – winners 1st wave 97,2% 68,8% 18,6%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2%
WF 7 – pre check-in 100% 82,8% 32,4%
WF 8 – post check-out 99,6% 72,2% 55,2%
Geneva Tourism Case
Email Delivery rate Open rate Click rate Unsubscribed
WF 1 – confirmation participations + share 97,4% 59% 22,4% 0,21%
WF 2 – reminder non-opens invitation 86,6% 12,2% 12,8% 0,59%
WF 3 – winners 1st wave 97,2% 68,8% 18,6% 0,55%
WF 4 – deadline extended losers 1st wave 90,4% 50% 23,8% 0,89%
WF 4 – winners 2nd wave 98,4% 64,8% 44,2% 0,65%
WF 5 – 50% email for final losers 91,6% 42,8% 6,8% 2,44%
WF 5 – Hurry up non-reservations 50% 93,8% 21,6% 9,2% 1,89%
WF 6 – Follow-up reservations all winners 94,4% 47,8% 4,2% 0,63%
WF 7 – pre check-in 100% 82,8% 32,4% 0,18%
WF 8 – post check-out 99,6% 72,2% 55,2% 0,59%
Geneva Tourism Case
- More than: 1.000 different traffic sources- Free nights: More than 900 bookings (of 1000 are rooms available)- 50% (on-going): More than 180 bookings already (Second place of total discounts used!)
54.477Participants
55.774Views of
YouTube video
919.876Page views
416.538Unique visitors
KEY FIGURES
Geneva Tourism Case
Geneva Tourism Case
UNEXPECTED TRENDS
EVERY COUNTRY HAS ITS OWN SPECIFICS
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
Geneva Tourism Case
SURVEY RESULTSSENT TO ALL WINNERS WHO
STAYED IN GENEVA
Geneva Tourism Case
Geneva Tourism Case
GENEVA AS A TOURIST DESTINATIONWERE YOU PLANNING ON COMING TO GENEVA BEFORE WINNING YOUR FREE NIGTH?
15.6%
49.5%
34.9%
Yes, I had planned to come this summer
I had the idea at the back of my mind
No, I hadn't thought about it at all
Geneva Tourism Case
DURATION OF YOUR STAYHOW MANY NIGHTS, IN TOTAL, DID YOU SPEND IN GENEVA OR ELSEWHERE IN SWITSERLAND?
48.3%
20.3%
31.4%
1 nightMore than 2 nights
2 nights
Geneva Tourism Case
WOULD YOU RECOMMEND GENEVAWOULD YOU RECOMMEND A WEEKEND IN GENEVA TO FRIENDS AND FAMILY
2.2%
19.4%
78%
2,2% No, probably not0,3% No, definitely not
78% Yes, definitely
19,4% Yes, probably
Geneva Tourism Case
#InvitedByGeneva campaign
“This #InvitedByGeneva campaign has been unique in many aspects: the
proposed earnings, our ability to bring partners together for a common action,
the results, .... But it was also unique because we were
able to use tools that we hadn’t experimented with yet. "Emailing
automation" is one of those instruments that are key factors in the
success of this campaign. Flexmail was perfectly able to meet the complexity of
the country and opened new perspectives for our future actions.”
Jonathan Robin, Project Manager Europe
Elite Slides Keynote Presentation
Find Us!For more info (or cocktails!)
+32 (0)2 669 20 20 www.flexmail.be
