Snowtrax

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SnowTrax were very clear that this project was to provide the impetus to build existing customer email database and to improve website traffic. This included a range of tactics from ‘book now’ buttons, to e-mail shots with voucher downloads and blogs – all underpinned by clear measurement and use of analytics.

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Snowtrax

  1. 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  2. 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  3. 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  4. 4. The following presentation is the case study provided by SnowTrax SnowTrax were very clear that this project was to provide the impetus to build existing customer email database and to improve website traffic. This included a range of tactics from ‘book now’ buttons, to e-mail shots with voucher downloads and blogs – all underpinned by clear measurement and use of analytics.
  5. 5. Digital Destinations
  6. 6. Alpine activity centre specialising in:  Skiing and Snowboarding: Recreation and Lessons  Activities: ski-bobs, ringos, adventure park  Bar & Restaurant: inc Functions for Parties and Corporate  Retail: Ski and Snowboard Shop Online|Mobile|In-store www.snowtrax.eu
  7. 7.  Build existing customer email database  Improve website traffic www.snowtrax.eu
  8. 8. Build Email Database 1.Voucher Downloads Call to action: Homepage Banner Download Page for Voucher www.snowtrax.eu
  9. 9. 2. Added ‘Book Now’ Button Call to action: ‘Book Now’ button on info pages Pop-up inquiry form with pre-filled option to subscribe to database www.snowtrax.eu
  10. 10. Downloads Results Began: 31st Jan – 63 downloads Current: 1st June – 889 downloads Total number of email subscribers = 1,359 (increased from 538) www.snowtrax.eu
  11. 11. Increase Web Traffic 1. Blog Posts Email Shot to Database Drive comments on Blog www.snowtrax.eu
  12. 12. 2. Fresh Content Keep content updated with the latest events, activities and offers www.snowtrax.eu
  13. 13. Year-on-Year Traffic Comparison (Feb – May) www.snowtrax.eu
  14. 14.  Online Booking System  Improve customer experience for booking lessons and sessions  More data capture and profiling  ‘How to...’ Videos  Develop a series of Ski and Snowboard instructor videos with small snippets of improver tips  Video provides good SEO value  Increase Online Marketing Activity  Move budgets from offline to online across both areas of the business.  Increased accountability for spend
  15. 15. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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