What was our challenge?
Posted: Tue Jan 28, 2025 3:52 am
Marjal’s ultimate goal was to increase its revenues through its digital channels directed to the consumer . Their KPIs sought not only to increase the amount of revenue in monetary terms derived from this channel; but also to increase the number of reservations made through the direct-to-consumer channel. At WAM, we accepted the mission of helping them improve their sales channels.
Marjal also wanted to encourage guest loyalty and was looking for a way to increase their customer email database. Previously, they could collect emails when guests registered at the campsite, but this information collection was done offline . Therefore, finding a more efficient way to improve their email database was critical.
In addition, we set out to achieve an increase in traffic and its quality to your website in order to achieve all the objectives .
Finally, we had to do all this with Marjal's two target buyer personas: on the one hand, retirees from European markets like the UK who spend the winter months in campsites; and on the other, families (from the domestic market) who enjoy campsites like Marjal in the summer months. As such, we had to tailor the campaigns accordingly.
How did we do it?
Our first step was to develop an Inbound marketing plan that covered iceland phone number data all stages of the customer funnel through our buyer persona analysis. Once we defined the target, we carried out Inbound campaigns to encourage direct sales to the consumer .
An example of one such campaign was for the spring/summer 2017 season. When Marjal expanded the number of campsites available and upgraded its services in Guardamar, its prices increased compared to the previous season. Because its rates were higher than its competitors and it operated in market segments with a high price sensitivity, it was essential to find the formula to get more bookings on the Marjal website. We ran a campaign to increase bookings by uniting the best of the online and offline worlds , and used the figure of pirates to attract the interest of children and offer an exclusive deal for those who book directly through Marjal. When it comes to families, children are vital in convincing parents to choose a holiday destination. Our creative team created three pirates who would then entertain children with all kinds of activities at the resort. Once the booking was made, we sent them the link to a file that their children could use during their holiday.
We also optimized Marjal’s website to facilitate direct consumer bookings , as well as organizing the website elements to indicate to potential customers the offers that were part of the “Pirate” campaign.
But we didn't stop at Marjal's website. Thanks to our HubSpot know-how , we integrated Marjal's blog with the CRM. We also created campaign landing pages, lead generation forms, workflows and all the campaign's email marketing through the HubSpot platform, which allowed us to connect and thus optimize all the steps of our Inbound Marketing campaigns.
Marjal also wanted to encourage guest loyalty and was looking for a way to increase their customer email database. Previously, they could collect emails when guests registered at the campsite, but this information collection was done offline . Therefore, finding a more efficient way to improve their email database was critical.
In addition, we set out to achieve an increase in traffic and its quality to your website in order to achieve all the objectives .
Finally, we had to do all this with Marjal's two target buyer personas: on the one hand, retirees from European markets like the UK who spend the winter months in campsites; and on the other, families (from the domestic market) who enjoy campsites like Marjal in the summer months. As such, we had to tailor the campaigns accordingly.
How did we do it?
Our first step was to develop an Inbound marketing plan that covered iceland phone number data all stages of the customer funnel through our buyer persona analysis. Once we defined the target, we carried out Inbound campaigns to encourage direct sales to the consumer .
An example of one such campaign was for the spring/summer 2017 season. When Marjal expanded the number of campsites available and upgraded its services in Guardamar, its prices increased compared to the previous season. Because its rates were higher than its competitors and it operated in market segments with a high price sensitivity, it was essential to find the formula to get more bookings on the Marjal website. We ran a campaign to increase bookings by uniting the best of the online and offline worlds , and used the figure of pirates to attract the interest of children and offer an exclusive deal for those who book directly through Marjal. When it comes to families, children are vital in convincing parents to choose a holiday destination. Our creative team created three pirates who would then entertain children with all kinds of activities at the resort. Once the booking was made, we sent them the link to a file that their children could use during their holiday.
We also optimized Marjal’s website to facilitate direct consumer bookings , as well as organizing the website elements to indicate to potential customers the offers that were part of the “Pirate” campaign.
But we didn't stop at Marjal's website. Thanks to our HubSpot know-how , we integrated Marjal's blog with the CRM. We also created campaign landing pages, lead generation forms, workflows and all the campaign's email marketing through the HubSpot platform, which allowed us to connect and thus optimize all the steps of our Inbound Marketing campaigns.