Silversea Cruises: Luxury TravelAcquisition through Digital and        Emerging Media
Presenting• Add speaker details
Agenda•   About Silversea Cruises•   About Affluent Consumers•   The Assignment•   The Situation•   The Solution•   New Op...
Silversea Cruises• A global, luxury cruise line with six ships serving seven  continents   – Butler service for every pass...
Targeting Luxury• It wasn’t so long ago that people thought   –   Rich people don’t use the Internet   –   Or search engin...
But first let’s start with..
Conceptualizing Luxury    Luxury is subject to interpretation by the      consumer, based on their definition       Luxury...
Who is considered “affluent”       Upper 20% - $250K+/Year Income                Middle 60%                 Lower 20%
What Do They Do With Their Time?Publications are both online and offline
How Active Are They on Social?    Affluents of all ages are active in social networks,    although the study showed that A...
What Do They Expect From a Brand?  Customization                           Exceed  34% expect products &                 E...
What Does Vacation Look Like?• 66% anticipate traveling domestically this year, 33% international   – International travel...
What Does Vacation Look Like?
How Much Will They Invest?43%anticipate spending more on travel this year than last
Looking for Calls to Action
Affluent Travel Trends 75% make plans less than 6 months                       Plans in advance; 11% within one month     ...
The Assignment
DRIVE LEADS
The Situation• Silversea Cruises is competing against other  luxury cruise brands on experience  – And all other cruise sh...
The SituationMany factors influence declining occupancy
The SituationPrevious effortsbrought manypeople into thefunnel – and the callcenter sorted them                           ...
The SituationBrand Love                                 It’s quiet, grown-up, and passengers tend to                      ...
The SolutionA Targeted Media Plan                 With  Where                    At the Right               Relevant Afflu...
The Solution
The ApproachTarget affluents online to reduce callcenter loads and improve conversion• Age• HHI• Net worth• Retargeting   ...
Lead Sources• Data will be added in october
Media Mix Optimization      Media Spend Mix                              Channel   22%                        Search      ...
Banners                                                                 “Luxury                                           ...
Increased Performance                                              •   “Butler Service” banner has a                      ...
New Ways to Place Banners   • New banner ads include 2013 Brochure messaging        — Strategically positioned on CruiseCr...
Mobile• Using mobile  search, leveraging the call  center• New opportunities will  include mobile app banners
Social• Advertising on  Facebook, targeted to  affluents• Initial Results:   – Global was not very effective   – US genera...
Going Global• Paid search ads were translated, and appearing in  Spanish and German• Paid search ads appear in Europe, wit...
Landing Page ConversionLanding pages were optimized, to increase conversionAdded imagery of the shipRemoved questions rela...
New Opportunities
New Media Opportunities  Exchange
Facebook Application• We are creating a Facebook application to assist fans  who are planning a trip   – Application will ...
Natural Search
The Situation• Silversea.com had not been optimized for  search, and most traffic was based on  generic terms• SEO scoreca...
The Solution                            Monthly Search   Google     Yahoo!      BingKeyword                       Volume  ...
The Solution• Keyword map to pages, based on Web  analytics, and focused on conversion• Conversion goals are:  –   Newslet...
International SEO• The site is being optimized in Spanish and  German, to leverage SEO in related countries
Moving Forward
Future Plans• Continuing to optimize  – Media  – Conversion  – Lead process• Starting a rebranding effort
Engagement Nirvana
What We Learned               OUR TOP 5 LIST1. Affluent consumers are active online, and spend   time researching for what...
Thank You!
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Do Wealthy People Click? Silversea Cruises Leveraging Digital Media

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  • Luxury is often intertwined with brands and their meanings, but not always the brands one would expect. Many cited a Mercedes, BMW or Lexus as their most recent luxury purchase, but for others, luxury meant a new Mini Cooper, or a Corvette, or a Prius.Luxury is often highly personal and emotional. Many cited watches or jewelry from traditional luxury brands such as Cartier, Tiffany or Louis Vuitton, but others cited artistic upgrades and repairs to their existing wedding and engagement rings.Travel was often cited, both as a personal indulgence, and quite often as an opportunity to bring family together.Whether it was a traditional luxury purchase, or a mini-luxury ―treat like a manicure, pedicure or spa treatment, Affluents were ultimately seeking a self-reward to satisfy their feeling of ―I deserve.
  • Affluents spend twice as much on vacation as they do on personal electronics $4100/year
  • Do Wealthy People Click? Silversea Cruises Leveraging Digital Media

    1. 1. Silversea Cruises: Luxury TravelAcquisition through Digital and Emerging Media
    2. 2. Presenting• Add speaker details
    3. 3. Agenda• About Silversea Cruises• About Affluent Consumers• The Assignment• The Situation• The Solution• New Opportunities• Top 5 Things We Learned
    4. 4. Silversea Cruises• A global, luxury cruise line with six ships serving seven continents – Butler service for every passenger – Exotic destinations and adventures• Average customers have $1 Million plus net worth, with over $250,000 annual income
    5. 5. Targeting Luxury• It wasn’t so long ago that people thought – Rich people don’t use the Internet – Or search engines – Or social media – Or even mobile• What do they do with their time? FPO
    6. 6. But first let’s start with..
    7. 7. Conceptualizing Luxury Luxury is subject to interpretation by the consumer, based on their definition Luxury is personal.. And emotional Luxury is a personal indulgence.. Or can mean bringing the family together Ultimately affluents are seeking a self- reward of.. I deserve
    8. 8. Who is considered “affluent” Upper 20% - $250K+/Year Income Middle 60% Lower 20%
    9. 9. What Do They Do With Their Time?Publications are both online and offline
    10. 10. How Active Are They on Social? Affluents of all ages are active in social networks, although the study showed that Affluent Seniors are more likely to be involved in cause-related or family discussions About 50% visit YouTube on a monthly basis and 14% visit LinkedIn
    11. 11. What Do They Expect From a Brand? Customization Exceed 34% expect products & Expectations services customized to 32% expect surprise & their needs and delight (once in a desires lifetime experiences) True Distinctiveness 32% expect the brand to be an innovator
    12. 12. What Does Vacation Look Like?• 66% anticipate traveling domestically this year, 33% international – International travel includes cruises
    13. 13. What Does Vacation Look Like?
    14. 14. How Much Will They Invest?43%anticipate spending more on travel this year than last
    15. 15. Looking for Calls to Action
    16. 16. Affluent Travel Trends 75% make plans less than 6 months Plans in advance; 11% within one month 60% of young DIY affluents want to book themselves54% plan onredeeming Rewardsrewards, but 14%say not a factor
    17. 17. The Assignment
    18. 18. DRIVE LEADS
    19. 19. The Situation• Silversea Cruises is competing against other luxury cruise brands on experience – And all other cruise ships on share of voice Over 80 Cruise lines in the world!
    20. 20. The SituationMany factors influence declining occupancy
    21. 21. The SituationPrevious effortsbrought manypeople into thefunnel – and the callcenter sorted them FPOout
    22. 22. The SituationBrand Love It’s quiet, grown-up, and passengers tend to be able to amuse themselves… Age really isn’t I love Silversea Cruises for many a factor. It’s always an interesting group of reasons, the butler is people who enjoy getting to know you. one of them! I slept well on Silver Whisper during my cruise that ended last Saturday. Now I’ve learned that the luxury line will offer Pratesi custom made bed linens.. I may not get out of bed on my next cruise. You deserve to be warned about just how addictive Silversea is.
    23. 23. The SolutionA Targeted Media Plan With Where At the Right Relevant Affluents Moment in Call-to-are Online Time actions
    24. 24. The Solution
    25. 25. The ApproachTarget affluents online to reduce callcenter loads and improve conversion• Age• HHI• Net worth• Retargeting FPO
    26. 26. Lead Sources• Data will be added in october
    27. 27. Media Mix Optimization Media Spend Mix Channel 22% Search 34% Social 3% Content Display Email 23% 18%
    28. 28. Banners “Luxury Cruises” • First changes were to add call to actions “Senior “Luxury Cruises” Cruises”(Tablets Only)
    29. 29. Increased Performance • “Butler Service” banner has a record breaking CTR, without a call to action or button to click on • Adding call to actions to the other banners increased their performance by 200%LuxuryLink CruiseCritic CruiseCritic
    30. 30. New Ways to Place Banners • New banner ads include 2013 Brochure messaging — Strategically positioned on CruiseCritic.com once discussions around the release of the brochure were identified within the site’s forum pages through Social Listening & Monitoring“the much anticipated 2013 (brochure) finally made its way toNYC…a few lucky souls have reported to receive theirs early”“They did a nice job on the book…for those of us who nowenjoy having ‘the book’ in our hands…what are yourimpressions?”
    31. 31. Mobile• Using mobile search, leveraging the call center• New opportunities will include mobile app banners
    32. 32. Social• Advertising on Facebook, targeted to affluents• Initial Results: – Global was not very effective – US generated leads, and although higher CPLs, they were more targeted
    33. 33. Going Global• Paid search ads were translated, and appearing in Spanish and German• Paid search ads appear in Europe, with translated ads and landing pages Example paid search ads TBD
    34. 34. Landing Page ConversionLanding pages were optimized, to increase conversionAdded imagery of the shipRemoved questions relating to working with travel agents
    35. 35. New Opportunities
    36. 36. New Media Opportunities Exchange
    37. 37. Facebook Application• We are creating a Facebook application to assist fans who are planning a trip – Application will allow the fan to choose ships and destinations, get brochures and share their trip plans – Provides immediate opt-in
    38. 38. Natural Search
    39. 39. The Situation• Silversea.com had not been optimized for search, and most traffic was based on generic terms• SEO scorecard showed that the site needed the most effort placed on keyword selections and content
    40. 40. The Solution Monthly Search Google Yahoo! BingKeyword Volume Position Position PositionMediterranean cruiseall inclusive cruises 18100 12100 24 6 97 48 96 47 The rightsilverseabest cruises 6600 3600 1 - 1 - 1 - keywords is thepanama canal cruise 3600 19 - -Caribbean cruiseluxury cruise lines 2900 2900 - 3 - 12 - 13 first stepMexico cruise 2900 45 - -silversea cruises 2900 1 1 1Asia cruise 2400 95 59 57cruise specials 2400 17 - -world cruise 2400 2 2 2transatlantic cruises 1900 88 - -silverseas 1600 1 2 1luxury cruise 1300 5 12 12small ship cruises 1300 - - -Baltic cruise 880 20 43 42new England cruise 720 18 62 -silverseas cruises 480 1 1 1silversea cruise 390 1 1 1best luxury cruise lines 320 12 - 41luxury cruise ships 260 2 8 7silversea cruise reviews 260 7 8 9luxury cruise line 170 2 14 14silversea cruise line 140 1 1 1long cruises 110 - - -small luxury cruises 110 4 8 11expedition cruises 91 7 9 13small luxury cruise lines 73 1 5 5grand voyages 16 3 5 5
    41. 41. The Solution• Keyword map to pages, based on Web analytics, and focused on conversion• Conversion goals are: – Newsletter Signup – Sign up for Offers – Order a Brochure – Request a Quote – Send Message• Meta tags and content updates• Incoming links analysis and requests
    42. 42. International SEO• The site is being optimized in Spanish and German, to leverage SEO in related countries
    43. 43. Moving Forward
    44. 44. Future Plans• Continuing to optimize – Media – Conversion – Lead process• Starting a rebranding effort
    45. 45. Engagement Nirvana
    46. 46. What We Learned OUR TOP 5 LIST1. Affluent consumers are active online, and spend time researching for what they want2. Address the young affluents as they age into our cruise line3. Think out of the box; social media monitoring is critical4. Balance the media mix to achieve maximum ROI5. Our overall customer experience needs to reflect our brand – from prospect to loyal customer
    47. 47. Thank You!

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