Customers love that this travel deals site gives up to 40% back in rewards points on top of each booking. My role was to unlock growth opportunities and bring them to life through consumer-centric marketing campaigns and programs.
My role was to define the strategy for the ongoing expansion of customer acquisition of the first 5,000 users.
Bonwi acquired its first 5,000 loyal travel club members with paid social video ads and PPC at the top of the funnel, followed by retargeting ads on social channels and across the web. Prospective travelers engage then respond to a call to action.
Content and other creative assets are developed for each travel tribe persona.
Audiences are based on a combination of demographics, psychographics, travel behaviors and interest in loyalty programs and travel deals.
Funnels are crafted for immediate and frequent engagement. Business rules ensure budget is optimized based on movement through the funnel.
Paid social advertising and corresponsing landing pages are tested in 24 to 72 hour sprints, then optimized for the planned period.
Remarketing platforms are carefully chosen and strategically employingat all stages of the funnel, As a result, engagers are led to increasingly more specific calls to action.
Bonwi generated 5,000 loyal travel club members in just eighteen months on a shoestring budget.
Once paid social funnels convert engagers to club members, email and retargeting convert club members to travel bookers.
Members are offered special seasonal deals on top of Bonwi’s already competitive pricing and reward point economy.
Retargeting members with banners advertising keeps Bonwi top of mind throughout the year.
Bonwi launched to a strong reception on TripAdvisor, which proved essential to showing credibility and authenticity from the very beginning. Travel bloggers and travel media have also responded favorably.
Bonwi announced a strategic partnership with luxury travel publisher WONDERLUST to provide unique content and deals for travelers.
The two companies will collaborate to deliver special, time-sensitive travel deals that quickly build rewards points balances for travelers. Read the press release.
Product innovation and creative marketing have led to several recent awards and accolades for the company:
— Startup of the Year, Stevie Awards, May 2019
— Best Travel Deals Site 2018, Travolution Awards Shortlist / Travel Weekly
— #1 Hotel Booking Publisher, Dan Gillaspia, UponArriving Blog
—Bonwi Review, Johnny Ward, One Step 4ward Blog
Other results included:
—Successful expansion of SEO and SEM efforts
—Definition of new distribution channels, processes, tools and technologies leveraging social media, chat bots, remarketing ad networks and influencers
—Development of a library of loyalty and retention messages, offers and communications to improve conversion rates