Results
Achieved.
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0
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Increase of Reservations YoY
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Increased Conversion Rate YoY
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Results Above Target Goal
Case Study
Strategy For Opening Booking
With a Bang
Results
- "NOT MEDIA BUYING" PILLARS
- PRE-LAUNCH STRATEGY
- DIVERSIFICATION OF ADV CHANNELS
- COMMUNITY
The Project
Surfweek is a tour operator that organizes experiential trips dedicated to Surfing in Italy, Spain, France, Morocco and many other places.
Goals and Duration Launch
The goal to be achieved was 140 sales for the 2020 season Booking.
This launch began in early November 2019 and ended on December 25, 2019 (2 months)
Foreword
Before going into the technical details, it is important to mention that the whole part of the “ Not Media Buying ” works for Surfweek.
These are the pillars of every online business, without which no one could achieve great results and scale.
- PRODUCT: The product must be attractive, quality and unique compared to the competition
- AUDIENCE: there must be a large enough audience to buy our product
- OFFER: This is about how I communicate my product to the public, my Value Proposition. You are confident that your offer is attractive enough to make your user think "that's a bargain!"
- FUNNEL: Are you clear about the path your user takes before buying? Do you have a site structured to convert, without too much friction to purchase?
INITIAL PREPARATION
[FASE 1] PRE-LAUNCH
We devoted a significant budget to the phase of building an audience and an email list. Specifically:
- CBO and ABO campaigns in retargeting with everyone who has interacted with the brand in the past 365 days.
- CBO and ABO campaign in acquisition: here we worked on audiences unfamiliar with the brand. We worked with Broad audience, Lookalike of those who bought and semi-related interests to surfing (snowboarding, skiing, etc.)
EFFECTIVE LAUNCH
[FASE 2] PRE-LAUNCH
The whole team worked very well:
- Pre-launch email sequence to generate anticipation and increase hype;
- Editorial plan where each piece of content mentioned the launch date;
- Live on a private Facebook group each week;
- Customer care always available to answer all questions via whatsapp.
- We did “nurturing” campaigns to keep the audience warm through authority content (news interviews) and social proof (video reviews)
[FASE 3] LAUNCH
We communicated the opening of the booking via:
- Facebook Ads
- Google Ads
- Facebook Community
- Instagram Stories
- Post on Instagram
If the previous steps have been done well, the work now is focused on communicating that reservations are open, and that sales close on a set date.
[FASE 4] POST-LANCH
Sales close, we enjoy and analyze the results. This time we made a splash.
LEARNINGS
From this launch we learned that:
- That advertising is only a small brick in the strategy. If you haven’t defined everything else. You’ll go a short way.
- The team is everything; these results would not have been possible without the people who worked together . .That raising the frequency the last few days helped a lot to generate “urgency” (a good part of the results came the last few days) and to sell more.
Testimony of Federico, CMO Surfweek
I am grateful to be able to collaborate with Marco
I have been working with Marco for 3 years now, and his best feature is the organization and calmness with which he handles the work.
With him, you don’t need billions of calls, you just need to provide the right guidance about your product and he applies the concept to your adv scope, always maximizing results.
There is no adv without the whole structure, but it is also true that there are no results without the professionals; that is why I am grateful to be able to collaborate with Marco 
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