Driving direct sales from non-English speaking markets.
Shamarra Alpaca Tours is a unique, well-established farm tour particularly popular with non-English speaking markets. Anya and Frank approached Maverick Digital to explore opportunities to drive direct sales to their target markets, including China, Korea, Singapore and Japan.
Non-English speaking countries make up eight of New Zealand’s top 12 holiday arrival source markets. Before leaving home and while in country, these audiences primarily use online channels to plan, research and book elements of their New Zealand holiday.
We embarked on this campaign in close collaboration with BTM Marketing – non-English speaking marketing specialists – to apply our direct sales methodology to foreign language markets. By introducing the Shamarra value proposition when the target audience is actively undertaking New Zealand / South Island travel planning, or getting in front of guests when they are in-country – and doing so in their own language – we’re able to target people who are highly likely to be interested in the Shamarra experience, but who have not heard of it yet.
Creating awareness – right place, right time
Using Google search to drive awareness and create demand we’ve created ads targeting English and non-English speaking audiences – helping us to get relevant content in front of Shamarra’s target audiences in their native language, while in the planning phase of their South Island holiday.
Driving interest and addressing barriers to purchase
Through interest and demographic targeting, we are able to get in front of specific audience groups with carefully curated display ads via Facebook and Instagram. These ads are served in the user’s specific language and include moving footage and carefully tested messaging.
Staying top of mind to drive conversions
Staying top of mind while a traveler is in the planning phase, or even as they travel through New Zealand is key to driving conversions. Serving re-targeting ads to travelers via Facebook and Instagram, who have been to the Shamarra website but not converted, encourages travelers to complete the conversion process and commit to booking the tour. All ads are served in the travelers native tongue, which gives them greater impact and creates a better understanding of the offering.
+148% in website traffic YOY
+55% in traffic from key foreign language markets
A user experience that addresses market-specific barriers to travel
Ensuring website content on the Shamarra site addresses specific audience travel demands is key to the success of digital marketing campaigns. This is one of the areas where we work very closely with BTM Marketing – they help us better understand a non-English audience’s travel preferences, and then reflect this in translated content. When audiences come across information in their native language that addresses their unique travel preferences, they’re a lot more likely to purchase online.
Interested in better understanding how to market to non-English speaking markets? Download our free best practice guide here, a collaboration between us and BTM.