Whitesbeach Guest House: Campaign Presentation

21.08.2014

1. Project aims• Increase occupancy • Increase traffic to Whitesbeach online sites• Maximise rate of conversion (bookings)• Increase positive online “chatter” about Whitesbeach Guesthouse

2. Budget: $200 3. Campaign duration: 4 weeks4. Strategy• Create a Whitesbeach Landing Page• Drive traffic to the landing page through PPC, Social Media, etc. • At least $100 must be spent on FB Ads.• Use social media tools (e.g. images, stories, infographics, videos, etc)

to engage the audience and encourage conversions• Use #WhitesbeachTorquay for monitoring

Brief Summary Of The Ads And Landing Page In Red Rose Facebook Project

What are we going to do for WhitesbeachTackle an issue that affects 97.5% of your guests… to get them…

150 hot sales leads

11.25 new customers (including referrals)

$12,981 additional revenue (after marketing expense)

Campaign Objectives

• Maximise rate of conversion (bookings)

• Opt-ins (email lists)

• Use referrals to increase positive online “chatter”

Target audience

Christina and Jonathon• 28-40 years old• Live in Melbourne• Dating

Architecture (How it will work)

Squeeze Page

Facebook Ads

Bookings Page

Referral System

Deliver & Satisfy

Attract Traffic

Convert Leads

Capture Leads

Deliver & Satisfy Referrals

Creative Strategy

Facebook Ad - The offer

Book to stay any night between Sunday and Thursday and get $50 FREE petrol.

• Removes the barrier that is the cost of the 101kms from Melbourne to Toquay

• Not on weekends when you’re already booked• Compelling offer that pulls you in and can target the 97% who:

- 7% who are open to buying- 30% who are not considering at this time- 30% who don’t think they’re interested- 30% who know they’re not interested

Criteria for image selectionRules

To apply this rule, we show images of

Elements in an image

Sexual images trigger attentionboys without shirts and girls in their bikinis

Men look at women. Women look at women.

girls with a nice body and a beautiful smile clearer than boys

Landscape tends to be more useful than portrait

the sea and mountains behind couples

Images capture both the happy couple and the sense of adventure likely interrupt even better than pictures of happy couples (Marshall & Meloche 2011).

couples in action. They are going to surf, running or jumping.

Capture the viewer’s attention through eye movement

most couples, especially girls, are looking directly at viewers.

Quality: All pictures have to look as authentic and natural as possible.

$50 FREE petrol to visit Torquay’s #1 B&B

Trip Advisor rates us Torquay’s #1 B&B and now you can get to us for FREE.

Book your stay on any night between Sunday and Thursday and we’ll give you $50 FREE petrol.WWW.WHITESBEACH.COM.AU

Book Now

Some Ads on News Feed on desktop computers

Six ad sets (3 different headlines on Mobile and Desktop). Message: Trip Advisor rates us Torquay’s #1 B&B and now you can get to us for FREE Headline 1: $50 FREE petrol to visit Torquay's #1 B&BHeadline 2: Torquay's #1 B&B - you could get there for FREEHeadline 3: A surf coast escape and the petrol's on us Body text: Book your stay at Whitesbeach Guesthouse and we’ll give you $50 FREE petrol

The Landing PageStep 1: Introduce the offer

Step 2: A call-to-actionStep 3: Say thank-you to a visitor

Step 4: After leaving email address, guests are taken to booking page with WBFreePetrol code

Step 5: Send a confirmation email

Getting referrals from guests

Thinking ahead

Facebook Ads• State specifically the unique selling point or the benefit in the

headline

• Use eye-catching adjectives and verbs like FREE, #1, best, fantastic, brilliant, beautiful, etc.

• The body text has to be short, informative and up-front.

• Increase more ads on mobile as they have been driving the higher response rates than ads on News Feed on desktop. Given that mobile ad sizes vary depending on screen size, they are become more engaging and a cost-effective channel for reaching consumers.

• Whitesbeach Guesthouse is high-involvement and transformational product so the ad has to make people form an attachment to the brand and see it as something desirable. To do this we need to have a main benefit that captures the emotion or style of the brand in a unique way. If our ad campaign continued, we could have combined four images like the one below (Figure 1) or use landscape-oriented photography or shoot new photos of attractive male and female models enjoying the guesthouse’s facilities and services.

Figure 1.

The Landing Page• There should be only one step from the landing page to the booking

page. The landing page gets a visitor to click to go directly to the booking page.

• Put all information needed in only one Opt-in page• Apply Cialdini’s principles of persuasion in design: Urgency and

Scarcity, Social Proof and Authority. People tend to take action when they are under pressure to make decision right away or to buy right now, before supplies run out. The design should highlight the deadline of the promotion. In the last week, days can be counted down to coerce a visitor into making a purchase decision right away. Besides, when people are uncertain about their action, they want to know what everyone else is doing and look for trust signals. The landing page should include testimonials, qualified certificates and links to Whitesbeach’s social media sites (Facebook, Pinterest, etc.)

New opt-in page structure

Next step…Email marketingProceed to email potential customers promotions, special programs, and greetings on special occasions, etc.

Blog and social media sites• Along with improving the Opt-in page design and Facebook ads,

the next step is to create and distribute valuable, relevant and consistent content on Whitesbeach’s blog and social sites in order to not only retain the opt-ins but also attract new visitors.

• Besides Facebook, Google+ and Pinterest, we suggest that Whitesbeach should open Instagram account as well. Instagram also has geolocation feature that can support customers to find Whitesbeach through images and the location map.

Appendix

Show Me the Money

Squeeze Page

300 Clicks

Facebook Ads

CTR = 0.1% =

Bookings Page

150 Leads

3.75 Referrals

7.5 Bookings

= 11.25 new customers

Opt-in50%

Convert 5%

Referrals 50%

= $12,981 Additional Revenue

X Avg. lifetime Value $1,205

CTR0.1%

Less $575 Marketing Expense

Financial: Avg. Lifetime Value of Customers• Avg. nightly rate per booking/customer = $321.49X• Avg. number of nights stayed = 1.5X• Avg. number of stays over customer lifetime (6 – 9 years) = 2

(achievable with ongoing email marketing and offers).=• Avg. value per customer = $1,205

Financials: Marketing Expense• Campaign budget:

Facebook ads: $150Stock images: $40Email auto responder software (Mailchimp): $10 p/mTotal: $200

• Offer:

7.25 x $50 FREE fuel voucher = $350Total: $350

Total Marketing expense: Approximately $550

Audience• Meet Christina and Jonathon, or as their friends call them

Christ-onathon. They’ve been dating for several years. They live in Melbourne and have a close group of friends who they socialise with regularly. Every now and then they like to get away from it all and spend some one their own…just the two of them. Jonathon is always keen to impress Christina and is always on the look out for a good deal. He’s not tight with his money, but nor does he have lots (his rent, bills and groceries don’t come cheap), but he does love spending it on Christina. He gets a real kick out of getting a great deal on a great offer. Christina is smarter with her money than Jonathon so has more disposable income to spend on things like holidays. When on vacation she loves nothing more than treating herself.

Audience (cont.)http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/1301.0~2012~Main%20Features~Earnings~299• Avg weekly earnings of FT 20-24yo <$900• Avg weekly earnings of FT 25 – 34yo $1200• Avg weekly earnings of FT 35 – 40yo >$1400

Audience (cont.)Facebook Targeting (Facebook 21/08/2014)• Audience Details:• Location:• Melbourne (+25 mi), Victoria, Australia• Age:• 28 - 40• Interests:• Beaches, Hotels or Vacations• Placements:• on News Feed and right column on desktop computers, Mobile Feed and Third-party

Apps• Potential Reach: 178,000 peopleRequired Impressions Estimate = > 300,000 = >1.68 impressions per person