**Scaling Audience Segments for Cruise Bookings**
This strategy focuses on enhancing audience expansion techniques to boost bookings for Norwegian Cruise Line. The first approach involves expanding lookalike audiences. For example, by analyzing high-value past customers and adjusting the similarity percentage, marketers can identify new potentials in diverse geographic locations through social media platforms like Facebook and Instagram.
Another tactic involves leveraging interest-based audiences. By targeting related travel interests, such as luxury or adventure, and utilizing data from travel influencers or dining experiences, a more personalized and engaging marketing message can be crafted. This ensures resonance with targeted demographics, leading to increased conversions.
Lastly, utilizing behavioral data can provide insights into user behaviors, such as frequent travel searches or historical purchase metrics. By targeting potential bookers with retargeting campaigns, cruisers demonstrating purchase intent can be engaged with tailored offers. This strategic segmentation leads to a more precise and effective audience outreach, ultimately resulting in more bookings.
The strategies
⛳️ Strategy 1: Expand lookalike audiences
- Create lookalike audiences based on high-value past customers
- Adjust similarity percentage to balance reach and relevance
- Utilise data from CRM to identify characteristics of frequent cruisers for refined lookalike audiences
- Test different geographic locations to find new potential interest areas
- Refine social media targeting by setting up different lookalike campaigns for Facebook, Instagram, etc.
- Leverage competitor analysis to identify lookalike audiences
- Continuously analyse lookalike audience performance metrics and adjust accordingly
- Integrate data from programmatic ads to further refine lookalike profiles
- A/B test different lookalike audience strategies and optimise as necessary
- Align marketing communication to resonate with identified lookalike preferences
⛳️ Strategy 2: Leverage interest-based audiences
- Identify related travel interests such as beach, luxury, and adventure to create interest-based segments
- Utilise data on popular destinations and create targeting strategies around them
- Target audiences interested in dining experiences, wellness, and other cruise activities
- Incorporate insight from travel bloggers or influencers to determine relevant interests
- Focus on leisure and vacation planning sites to target relevant interests
- Utilise social listening tools to track emerging trends and interests in travel
- Create dynamic ads that align with specific interests identified
- Partner with travel forums to gather insights on audience interests
- Cross-promote with complementary brands to refine interest-based targeting
- Monitor and adjust interest-based campaign performance for better precision
⛳️ Strategy 3: Utilise behavioural data
- Create segments based on previous browsing behaviours like visiting cruise-related websites
- Target users based on frequent searches for travel bookings online
- Leverage audience data from online travel agency partnerships
- Identify behaviours such as frequent flyer points usage and travel loyalty programs
- Analyse historical purchase data to predict and target potential bookers
- Incorporate data from travel review sites to understand user behaviours
- Optimise targeting based on cart abandonment data and second-chance offers
- Engage with audiences demonstrating patterns of seasonal or impulse travel purchases
- Assess lifetime value and tailor ads for high-value behaviour segments
- Execute retargeting campaigns for users showing purchase intent
Bringing accountability to your strategy
It's one thing to have a plan, it's another to stick to it. We hope that the examples above will help you get started with your own strategy, but we also know that it's easy to get lost in the day-to-day effort.
That's why we built Tability: to help you track your progress, keep your team aligned, and make sure you're always moving in the right direction.
Give it a try and see how it can help you bring accountability to your strategy.
