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
Are we comparing these banners to the ones on the next slide? They’re completely different, branding vs tactic…except for my super butler! Could we maybe compare these banners without CTA and with CTA? And then also show the tactical ones with the CTA which we can speak to how your recommendation helped us increase CTR / performance
With the type of research HH has performed and shared with us we’re now able to really see what our audience is actually saying about us, what they want, and what they’re asking for…giving us a much clear sense of how to fulfill their needs
Should we mention here something about South America and the different strategy we’re implementing here vs MX or BR?
I kind of tweaked the verbiage to sound more in present time than past. I know we stopped the advertising but we will resume and I would like the tone of all this to be more about what we are doing overall. Agree?
We could add here, American Express Publishing Network logos – travel and leisure, food and wine? Don’t know, make this one a bit more interesting
For me to remember :HolisticConsumer centricReflect luxury / Modern / Interactive
Do Wealthy People Click? Silversea Cruises Leveraging Digital Media
Silversea Cruises: Luxury TravelAcquisition through Digital and Emerging Media
PresentingAlejandra Lopez Jeannette Kocsis Matthew RosenblattInteractive Manager SVP Digital Marketing EVP CreativeSilversea Cruises The Agency Inside Harte-Hanks The Agency Inside Harte-Hanks@alejalopez @jnetk @mattrosenblatt
Agenda• About Silversea Cruises• About Affluent Consumers• The Assignment• The Situation• The Solution• New Opportunities• Top 5 Things We Learned
Silversea Cruises• A global, luxury cruise line with six ships serving over 450 destinations around all seven continents – All ocean-view suites – Butler service for every passenger – Gourmet cuisine and choice of dining venues – Complimentary wine and spirits – Exotic and adventurous destinations• Average customers have $1 Million plus net worth, are 55+ and with over $250,000 annual HH income
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
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
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 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
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
What Does Vacation Look Like?• 66% anticipate traveling domestically this year, 33% international – International travel includes cruises
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
The ApproachTarget affluents online to reduce callcenter loads and improve conversion• Age• HHI• Net worth• Retargeting FPO
Media Mix Optimization Media Spend Mix Channel 22% Search 34% Social 3% Content Display Email 23% 18%
Banners “Luxury Cruises” • First changes were to add call to actions “Senior “Luxury Cruises” Cruises”(Tablets Only)
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
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?”
Mobile• Using mobile search, Click to Call, leveraging the call center• New opportunities will include mobile app banners
Social• Advertising on Facebook, targeted to affluents• Initial Results: – Global is still not very effective – US generates the most leads, and although higher CPLs, they were more targeted
Going Global• Translated paid search ads and landing pages from English to Spanish and German – global reach/presence in strong markets like Europe & Latin America Spanish (Mexico) Portuguese (Brazil) German
Landing Page Conversion Landing pages were optimized to increase conversionAdded imagery of the shipRemoved questions relating to working with travel agents
Initial Results CTRincreased Lead volume hasby 36% increased by 98% CPL has 78% increase in dropped conversion by 12%
Facebook Application• We are creating a Facebook application to assist fans who are planning a trip – Application will allow the fan to browse and choose per ships, destinations, amenities. Get virtual brochures, suite /ship tours and most importantly, share their trip plans with their communities. – Lead acquisition with immediate opt-in – Build an online community – brand presence and awareness
The Situation• Silversea.com had not been optimized for search, and most traffic was based on branded terms• SEO scorecard showed that the site needed the most effort placed on keyword selections and content
The Solution• Keyword map to pages, based on Web analytics, and focused on conversion• Conversion goals are: – Sign up for Offers – Order a Brochure – Request a Quote – Request a Call• Meta data and content updates• Incoming links analysis and requests
International SEO• The site is also being optimized in Spanish and German, to leverage SEO in related countries
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
Thank You!Alejandra Lopez Jeannette Kocsis Matthew RosenblattInteractive Manager SVP Digital Marketing EVP CreativeSilversea Cruises The Agency Inside Harte-Hanks The Agency Inside Harte-Hanks@alejalopez @jnetk @mattrosenblatt
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