Image courtesy of Southern Explorations
Crafting custom small-group trips and itineraries to South and Central America.
MARKETING & SOCIAL MEDIA MARKETING
Southern Explorations delivers high-quality travel experiences throughout Latin America. To increase their lead conversion rates, they identified the need to adjust brand messaging to best represent what Southern Explorations is at their core and effectively communicate to consumers what they do best. They also recognized that they had arrived at a point where their overall marketing strategy needed to become more dynamic.
Bannikin developed a comprehensive marketing strategy & branding guide, which detailed the components of the Southern Explorations brand and outlined the different marketing tactics and campaigns that Bannikin would implement throughout the year to bring the brand to life and ensure that the brand promise was consistently delivered.
Bannikin provided Southern Explorations with marketing and branding tactics and implementation that included developing and executing a call generation strategy, identified as crucial in increasing conversions. Bannikin also helped develop key partnerships with like-minded organizations, such as The Extreme Network (TEN), Sustainable Travel International, The Torres del Paine Legacy Fund, and Travellers Against Plastic. The strategy also included delivering general and targeted newsletters.
Bannikin ensured a central brand message was consistently delivered throughout all aspects of the company, distilling it further to become identifiable and recognizable as the Southern Explorations “brand” to consumers. The TEN partnership culminated with a sold-out trip, development of future shared product between the organizations, and a toolkit of new marketing assets. Through creation and delivery of general and targeted newsletters, Bannikin further reinforced the brand and generated more phone calls, while also growing the company’s database. From this, Bannikin identified more than a dozen targeted segments, managed database segmentation, and custom created content specific to those audiences.
“We’ve been working with Bannikin for four years and have been extremely happy. Since they took over we’ve noticed a marked improvement in social media engagement, newsletter engagement, and SEO improvement as measured by a huge jump in organic leads. They have also spearheaded several ad hoc projects to improve customer loyalty and help us secure mutually beneficial partnerships with other travel companies and media groups. The team at Bannikin, and especially Zach, has worked closely with us to truly learn our identity and our clients’ profile and their focus on the travel industry is extremely apparent when they pitch ideas.”
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