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The top of funnel awareness campaigns were successful in building the top of funnel audience which we could then retarget through further Facebook ads, leading to leads and demonstration bookings.
The cost per booking demonstration was circa £25, below their target KPI of £30
Indie Travel are a start-up with funding who provide tour management software to independent tour operators. They aim to be the one stop shop system for tour operators by integrating their platform with relevant booking sites and ecommerce platforms, giving tour operators more time to focus on tours, not admin.
As an early stage company, their main challenge is awareness in the tour industry and gaining market share. They have very little brand awareness/trust in the travel industry and to a certain extent there are tour operators who don't even know they they need this type of software, therefore, and product unaware.
As a new to the market offering, there was the need to think carefully about the top of funnel strategy and understand that in the initial stages there might be a period of time before the conversions start flowing through. We implemented a 'book a demo' campaign via Facebook ads where we were able to target tour operates by their employment type. Video ads were key as they top of funnel educational piece of content, with lead ads and landing page ads working well to accumulate platform demonstrations.
We also use Shopify Ads to target Shopify users who had tour websites with the option to install the app for free and book a demo.
The top of funnel awareness campaigns were successful in building the top of funnel audience which we could then retarget through further Facebook ads, leading to leads and demonstration bookings.
The cost per booking demonstration was circa £25, below their target KPI of £30
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