Background
For over 30 years, LaCure Villas has been a global leader in bespoke luxury villa vacations.
Catering to a roster of celebrity clientele by providing tailor-made vacations in the most luxurious paradises in the Caribbean, the Mediterranean, Europe, and Asia, LaCure’s unparalleled levels of service is a competitive, nuanced advantage when pitted against web startups which operate as marketplaces.
Qualifying leads via precise targeting and sequencing the value-add in bite size messages via ad units and landing pages was foundational. From there, an emphasis on streamlining prospect data to help with the Villa Specialists in-person process, helped convert a high percentage of Marketing Qualified Leads to confirmed bookings.
Solution
After setting up LaCure’s website with a conversion lens, the Triangles system undertook the challenge of driving profitable traffic which converted into luxury vacation bookings. Here’s how this was done:
1. Insight
To drive targeted global visitors, audience personas were defined via demographics and psychographics – affluence variables (household income, home zip code, job title, interests, keywords) to strategize targeting theories across digital ad channels.
2. Personalization
Personalized ad variants were created for 5 different mediums. These variations accounted for each persona’s preferences, pricing, sizes of property, and LaCure’s unique strengths and knowledge, in addition to many other regional nuances.
3. Ad Operations
Launched campaigns spanned over 17,500 attributes, resulting in a high velocity of traffic where data collection began to define high, average and poor performing pathways.
4. Scale
Applying data to understand both engagement and conversion, using Triangles, leaky funnels were identified and tweaked prior to scaling. Once iterated upon, increased campaign budgets drove finely honed leads regionally for the teams of Villa specialists to close bookings at a high revenue clip.
Geo-Targeting x Seasonality
To attract targeted audiences, the dedicated Triangles campaign team used precise geo-fencing to target affluent neighbourhoods globally (by zip code/coordinates), serving the most relevant messages by season. Poorly performing regions were scaled down on a weekly basis to maximize digital ad-spend.
Competitive Search
For high-demand villas, competitive bidding and pacing schedules ensured LaCure’s ads were shown only at the correct dayparts and seasons versus an always-on approach which was identified as inefficient. A data-driven approach helped determine re-allocation quarterly.
Engagement Based Remarketing
Potential villa rental prospects were identified as high-intent when reaching key engagement thresholds (Video completions, Time on Site etc) and served conversion-focused ads to help drive booking requests.
Multi-Channel Optimization
Ad copy and visuals were optimized across channels to ensure all traffic flowed through the best resonating messages. Each channel was optimized many times weekly daily to ‘average up’ to highest possible Return on Ad Spend.
Looking Ahead
Triangles’ campaigns led to a number of learnings and improvements across LaCure’s marketing and sales strategy. Some highlights:
Audience & Brand Understanding
Through the efforts implemented by the Triangles’ system, organic growth via social following continued specifically in the Facebook and Search channels. Certain keywords proved to be the highest converting, which the Rexall team kept top-of-mind.
Regional
Baselines
Triangles’ empirical methodology helped drive budget and regional allocation decisions; when linked to confirmed revenue, spoke directly to the business bottom line. Scaling these campaigns is an important growth driver for revenue contribution.
Communication Touchpoints
Tying lead form requests into the sales process, with a data backed narrative on who each inbound lead was, was a key iteration that aided each Villa Specialist to prioritize, tailor and close high-value bookings.
Looking Ahead
Triangles’ campaigns led to a number of learnings and improvements across LaCure’s marketing and sales strategy. Some highlights:
Audience & Brand Understanding
Through the efforts implemented by the Triangles’ system, organic growth via social following continued specifically in the Facebook and Search channels. Certain keywords proved to be the highest converting, which the Rexall team kept top-of-mind.
Regional
Baselines
Triangles’ empirical methodology helped drive budget and regional allocation decisions; when linked to confirmed revenue, spoke directly to the business bottom line. Scaling these campaigns is an important growth driver for revenue contribution.
Communication Touchpoints
Tying lead form requests into the sales process, with a data backed narrative on who each inbound lead was, was a key iteration that aided each Villa Specialist to prioritize, tailor and close high-value bookings.