Digital Strategy & Customer Journeys

you know it's uh it's nice i appreciate the support thanks team repeal um so today uh i've stepped into uh one of these packing slots today um and i'm going to be talking about digital strategy and customer journeys um for those of you who don't know i am a digital marketing executive currently for uh the ceiling travel group i work on the south australian brands which do include sealant kangaroo island kangaroo

island adventure tours kegger island odysseys adelaide sightseeing and the captain cook cruises murray princess which has only just recently returned to madam from renmark and will be departing on its first three night new itinerary cruise the restart cruise on the 31st of july so if you've got some parents or grandparents um please do get them to check out my princess.com that's enough all right i'll move on okay i will see how

far i can get away with that okay so what we're here to talk about today i'm here to talk to you about um digital strategy and customer journeys now we heard from a listed this morning um we also heard from emily privera today as well from satc we heard from ryan today as well and a lot of our and even uh to some extent from paul as well we've talked a lot

about customers today and about listening to what customers want um and trying to actually make sure that our digital marketing activities actually meet their needs and what they're actually looking for at that time so today i'm going to be talking mostly from a customer perspective and then looking at how we can kind of then form our digital strategies around this concept of a customer journey so let's get into it first slide

off we go so customers come first um i think it's uh something you would have heard a lot today and if we were playing bingo i think yesterday the word was pivot today's word i think is customer um i guess we need to look at why it's important to take that customer-centric approach to our marketing activities you know in this day and age it's an ever-changing environment and we are in some

respects spoiled for choice so businesses and organizations really do need to keep pace with what the customer needs because ultimately and you think about your own experiences while i'm talking when you're looking for something in particular or you know you're looking for a need to be fulfilled it might be you know i need a holiday or i need to find a new brand of nappies that won't leak or it might be

you know i'm looking for a new doctor or whatever it might be um you're looking to get that need fulfilled in the way that you expect it to be fulfilled um it may be that you're looking for a doctor surgery that's open you know longer than nine to five monday to friday um and that you can book an appointment online with as opposed to one where you have to ring the rooms

because by the time you realize you need an appointment it's 10 o'clock at night and nothing is open so it's about thinking about your customer and what needs that they might have and then putting in the solutions or those digital marketing practices that are actually going to help you to convince the customer that you're the right business for them because if you won't do it one of your competitors will we're also

trying to meet the needs of our customers and when we're doing that you know we're in an environment where our budgets are not necessarily as big as they were particularly during this time of crisis and so we are forced to be a little bit smarter with our spends so you know we might say okay well look we could target the whole south australia um you know to come to this yoga studio

for example well that's great but you know that 50 that we might have to spend won't get us very far but if it's a lot more a case of okay well let's have a look and narrow that down to people who live you know close by because people who live close by are probably more likely to attend this particular yoga studio um you know so taking into account the type of customer

you're looking for but also where they might be looking for this information or we're targeting mums okay mums are busy they're going to be on their phones all the time they're on facebook they google they're looking for recommendations from friends and so then once you start to kind of build that idea and understanding of what your customer is like and what their journey to purchase is likely to be then you can

start to see okay that fifty dollars we should actually spend it on some local facebook ads um targeting people within our local surrounds to try and get them to come to us so ultimately that's why it's important you know so developing this idea of a customer persona um you know can really help you um understand your customer beyond those geographic and demographic sort of constraints you know it's fairly easy to say

okay for the murray princess it's people aged over 65.

usually they're traveling from new south wales or victoria um and you know they are a retired person and in that case it's like okay well that gives us a bit of a picture but it doesn't really give us much more of an indication of what are their media habits like do they belong to any clubs or associations what are their frustrations um you know we kind of when we're looking at that

particular customer for c link it's about looking at okay well what frustrations might they have they may not be as tech savvy as perhaps the younger generation so they may not be comfortable making a purchase online and so then that starts to kind of build out okay well what kind of you know sales channels do we really need to focus on so ultimately a customer persona excuse me is a semi-fictional representation

of your ideal customer so when you're looking at developing this i've got a template up on the screen that you can see um hopefully i'm not blocking it too much but essentially it's looking at giving this person a bit of an identity um you know it could be that okay well this is kate she's 42.

she's active and outgoing and she really likes to have a brunch with her girlfriends the weekend or whatever it might be she lives in the inner suburbs of adelaide um you know her interests are her kids or um you know and and yoga perhaps let's say or any other kind of physical activity um sorry guys i'm gonna have to take water right sorry okay so with um you know her media and

brand preferences it might be that she's a you know glam adelaide add a lady you know die hard reader sorry guys this car just won't shift um so maybe that she's less likely to trust um you know newspaper sources uh she might still be into like magazines hard to know but this is these are the kinds of things that we think about think about the motivations um about why she wants to

do things um you know frustrations might be ah you know i found something on google but then turns out it's closed or it was closed when i got there the wrong information was online things like that so we think about all these different aspects and you know when you're developing this customer persona um you know it is something that you can sort of use either data or yoga or ideally a combination

of both so just a little bit more about developing a persona and there are a few approaches here that i have kind of looked at so essentially when you are developing a persona whether it's a buyer persona or customer persona however you want to approach it you can take a data-driven approach i think we're very fortunate to be in this time where we don't have to go and spend you know thousands

of dollars with a market research firm to try and figure out some of this information given how active you know the the digital data space is there's a lot of information that we can draw from um you know whether that's you know your google analytics data around how people are using your website where they come from what traffic sources are referring them where are they physically located what age groups are they

you know are they the age groups that you thought that you're that you're actually meant to be targeting um you know are they the the gender you know um in most cases you might see a female skewer in which case well that's great because she's probably the one making the decision um so in terms of you know you could be looking at your facebook insights your instagram um you know data any

other data you're able to pull out from twitter which is still pretty basic but you know if your audience is active there that's uh another genuine place to look if you've got a really um active burgeoning youtube channel tons of insights in there as well so you've got access to quite a lot of first party data sources um you know it might even be that you check out your emails and how

those are going you know in terms of the people who actually actively click on or people who actually open your emails you know try and see if you can create a custom audience on facebook and find out a little bit more about them so using that data-driven approach really can be a strong foundation for developing a customer persona in terms of third party data sources you certainly could use those as well

there are a ton available mainly i'm referring to things like the roy morgan helix personas for example or any of the nielsen studies into media preferences and whatnot and also australian bureau of statistics has a ton of information um and a ton of surveys and data that's available for all sorts of bits and pieces and so that is something that is really important for you to consider also looking at customer feedback

um you know you might buy a matter of course currently when someone has purchased something from you or whether they've experienced the tool with you and you know you might be sending them automatically a customer feedback survey you might have a trip advisor page you might have reviews on your facebook page looking at that customer feedback can really help you give some insights into what you do well as a business and

as a service provider goods provider but also equally can give you an idea of what kind of frustrations your customer might be feeling you know it might be that they're like oh i love your service but man your website is slow or oh you know like the it's been um i'm really happy that my order arrived to me on time i've received my uh adipas shoes um you know for my child

uh but you know the the tracking number i was given didn't work and now i didn't know where the package was and it took like two weeks to get here um which you know during coronavirus if you're in that ecommerce space and actually sending out physical goods i think that's something that people really want to know where is my package right now we know that there are delays with covert we know

that things are going to take longer to ship around the country um but as long as i know that it is somewhere enroute and that it has been checked in at some australia post facility or shoreway or a toll or tnt or fedex whatever um it certainly just gives us that assurance and that security so it's also worth looking at uh industry-specific third-party sources as well so if you're in the tourism

sector which i know we've got a few people in today from the tourism sector tourism australia and the tourism research australia organizations do publish information around visitors where they're from year on year starts and also around what values are important to travelers as well so there's lots of different studies out there and it's worthwhile going through those third-party sources to kind of get you some of that additional information around perhaps how

the media preferences for your particular customer and so on um also reviewing any other internal data as i said um you know you might be tracking your sales through a different uh engine it may be that you know in the context of c link while website sales are part of our business we also have a sales center and we also have trade channels so looking at our sales overall certainly gives us

an idea of okay this particular type of customer might prefer to use a travel agent to book versus someone who's maybe a bit younger and says okay well i'll just book online because it's easier and i can do that at my inconvenience after i've done my research so clicking through to the next just going on to customer customer journeys customer journeys really are about mapping that full customer experience so essentially what

you do is you kind of adopt that customer persona in your head and say okay yep i'm going to pretend to be this person and then go through whatever customer journey um you know tool that you might be using so this is a fairly common one that's taught at university and where you've got essentially the problem or need recognition so you know in the context of okay i'm thirsty let's go with

something simple i'm thirsty i need a drink i need something to help me uh you know to to not be thirsty anymore i haven't got any water nearby or anything so i need to go to the shop okay so it's a fairly uh simple thing you might be like okay i've already decided i need water and it's probably going to be a mount franklin because that's the most easily accessible and closest

to the counter um type of thing so you then look you know i guess you go fairly swiftly through those other areas so i think um you know looking at it we might need something a little bit more complex so we can actually see these elements the customer journey my fridge has just broken i need a new fridge i need it fairly quickly but i haven't been looking at fridges so i

have no idea what the current fridge is the last time i bought a fridge it was 10 years ago i'm sure that the smart fridges weren't around or they were just highly expensive at that time 10 years ago so that was the problem the problem is i no longer have a fridge that doesn't work i now need a new fridge to replace this fridge okay so then we go off on a

research thing jump on google and look at okay who's got fridges i previously the fridge that just died was fisher and bikel so i'm going to go look for a fisherman parker fridge so they'll jump onto google this is just kind of mapping the customer journey for this person they look at their information search they've come up with some options they've looked at good guys they've looked at harvey norman they've looked

at appliances online they figured out okay well this one this particular model okay we'll now go back to google and see now wherever i can find the best price for this particular model and again that information search kind of just keeps continuing until the the customer has actually obtained enough information that they can actually make an evaluation of the alternatives that they've found so it may be that you've found a particular

foreign stock at harvey norman and in stock at goodguys for example you then look at their prices you then make the decision okay it's time to go and see if we can barter down and then ultimately make that choice in purchase and then that's where we get to that purchase phase they make the purchase come home the fridge is delivered the next day after they've made the purchase and uh then they're

kind of i guess the after service type sort of stuff kicks in at that point they also maybe you know they're looking at and go oh well hopefully this fridge will be right but it may be that you know it doesn't quite meet their expectation or whichever um so that's kind of i guess the sort of generic customer journey template depending on what industry you're in you may find that there is

actually a specific buyer journey for your particular industry and if there is then certainly go with that but this is certainly a great starting point if you're looking to do something um i should mention that i'm happy to take questions at the end um and feel free to drop them in discord because i can have a quick look on my phone oh we've got some questions awesome all right well we'll get

to those at the end for sure so when we are discovering a journey um where i was talking about before how we adopt the customer persona so you've already done the hard work you've done your research you've done your uh you've had a look at the customer persona and you're pretending to be that person you may even decide as part of this you know what i'm actually going to go do the

things that this person is going to do so once you've mapped out the journey theoretically and considered each stage of that customer journey you might go you know what this is now time for me to actually action this and see what actually happens at each of these stages and you'll find so many things where you assumed something was going to happen but then it didn't happen and you thought well we better

fix that in terms of the overall customer experience sorry guys okay um and again that kind of is is where we're at so with the customer journey um the one that i outlined before about buying the fridge you know you could contact real customers as ryan said ask them for 10 to 15 minutes of their time to talk about their their experience with you um or you can shadow real customers depending

on what your offering is so if you're working for a retail outlet um you know and you very rarely actually you normally sit in in head office in what might be perceived as an ivory tower um you know actually go down to the retail stores and actually just spend some time in there and watch what customers are doing um you know and even just looking at the data that might come back

to say okay how do people find out about us um how do people get here uh you know and if you're any of you using net promoter score certainly that'll give you some great indications on what you can work on and what you do well by looking at the feedback that comes through from detractors and from promoters as well so once you've kind of drafted that journey then you can sort of

i guess shadow the reel or gone experience the reel for yourself to pretending to be a customer um you might even engage in some mystery shoppers if you've got the budget and then once you've done that formalize that document because once you've got that document actually formalized and you understand the customer and how they normally will get to your purchase you then can really hone in on your digital activities and then

um you know sort of make sure that they really fit that customer's journey um or if you're already doing things in that space great but if you um you know you can see that there's room for improvement and certainly that's uh something we can do from there so that's how um you know developing customer journeys and investing the time in by customer personas and journeys can help optimize digital marketing strategy because

ultimately we don't have time particularly in the adelaide market where we majority of us work for small to medium-sized businesses or we work in um you know we work in government either in government or your public service obviously the biggest employer here in south australia um or we work for you know private corporates in this at this current moment budgets are still for marketing are still relatively small um and so trying

to spend all your money everywhere you just can't do it it's really important to make sure that you're only spending not just the budget you've got in terms of dollars but the resources you have um so many of you yesterday when you're introducing yourselves on discord hi my name's x i'm a marketing coordinator for why i'm responsible for flyers social media website updates um liaising with the agency google ads any graphic

design work social media social media management reporting oh my god i'm getting a headache just like saying all those things let alone doing all those things but it's very common particularly in south australia for a lot of marketers to wear a lot of hats so it's really important that whatever we spend our time doing that we're doing something that's going to impact on the bottom line or impact on the engagement or

awareness or whatever our primary goals are depending on whether we work in a you know for a business or if we work in government or for council or wherever so just want to run you through um an example this is something that we worked on uh at work um so this is uh emily she's 35 she lives in adelaide likely to be the metropolitan area and as you can see we've gone

into quite a lot of detail in our customer personas to really try and get to the nuts and bolts of who this mum is who's going to organize her long weekends away for her family on kangaroo island and you know you may find that you don't need to go to this much detail you may find that you know we only need you know six stop points to summarise our particular customer but

for us at work you know we really want to get to the to understand why the motivations and the frustrations for this particular client um this customer so we can actually make sure that we're there when we need when she needs it we also then you know talk about media preferences you know where did she get her inspiration to travel um you know travel preferences travel buying uh processes and so on

so we really do look at um you know what media she trusts is she likely to listen to her friends or family um is she likely to travel with her family or would she be traveling on a girls trip or you know we really did build a picture up of what this person looked like and then went out um you know it was a really big project actually because we did we

were lucky enough that some of our customer service team were actually able to be involved and i think that's one thing that's really important if you work in an organization that is big enough to have customer service teams and marketing teams are separated from them you're gonna need to go talk to the customer service teams because they really do they deal with customers every day you know it might be that you

sit in on you know if you've got a if there's a call center associated with work go and sit in and ask if you can stay for half a day and just sit on somebody's calls not to monitor the quality of the service that the person that the employee is providing but to understand when a customer rings what happens so that you know okay well actually there's some information here that if

i put it on the website it would have saved this consultant five minutes of explaining something so there's always those kind of opportunities for continuous improvement so this is an example this is a fairly commonly used customer journey for travel sector for tourism and we start in the the blue quadrant which is dreaming and once we're kind of you know dreaming i guess we can try and uh from a marketing perspective

we try to trigger that dream by sharing things on instagram um but you know it's about them thinking about wouldn't it be nice to go to kangaroo island wouldn't it be nice to go on murray princess uh wouldn't it be nice to go up to magnetic island fraser island any other island that we operate to which is pretty much all of them uh rottnest island and wa tiwi islands if you that's

your bent up in northern territory and certainly north of shadrach island uh in queensland as well so you might be thinking i really want an island holiday that's what i'm really really looking for at which point at some point something will trigger you to say you know what i need a break you know what i want to do that for ages i'm just going to do it so then the research phase

starts and that kind of ties in with that research phase that we talked about in an earlier slide once the research is complete they've got enough information they've figured out what they're doing where they want to go okay cool time to book so the booking process might be i go to a travel agent the booking process might be i'm going to book on um you know airbnb my accommodation then go straight

to sailing to put my ferry then i might book my activities direct or i might just sign up when i get there you know and it really just depends on the the customer and then finally experiencing the uh the tour so i guess for some people that would be kind of like per is it's the post purchase in a way so it's actually experiencing the tour experiencing the ferry ride um experiencing

uh you know that lying back and relaxing with a coconut drink in your hand you know while you are lying on a beach somewhere and then the sharing so i've seen two representations of this where sharing has been put at the end and it's like a linear thing but i think this is a much better representation because i think people are likely to share at any point throughout the customer journey hey

guys i'm thinking of going to kangaroo island does anyone have any recommendations that could be a facebook post um you know sharing or hey guys i found this is anyone else interested in coming with me it could be facebook messenger or whatsapp um you know or it could be you know re-sharing a story on instagram i really wish i could go here um particularly with all that stunning content that south australia

dot um south australian tourism commission share certainly inspires that um and then obviously when you're booking you may not share or yeah you might have shared i booked not uh what happened through booking period but certainly the experience you'll share then the hope is i guess from our perspective is that when you share your experiences online whether that's through instagram facebook youtube twitch uh probably not tick tock after what we've heard

about that over the last couple of days um it then triggers somebody else's dream in that oh that's actually a really cool destination i want to go see those glow-in-the-dark mushrooms like natalie um i didn't even know we had them in south australia until today so yeah it's been certainly an eye-opening experience so i've just got here a very very simple digital strategy example based on using that customer persona that we

talked about before with emily um and then also matching that against the um the travelers buying process so in the first stage of dreaming we might be able to trigger that dream by sharing inspirational instagram posts um or actually articles in trusted sources so it might be that we get you know someone from gourmet traveler or something like that and to go on one of our tours and to write about it

and publish in their glossy magazine it might be that they do really trust places like adelaide and glam adelaide for example so you know we look at our partnerships with them and see if there are ways that we can um you know promote some of our products that are going to appeal to that audience but that's where that kind of sits you know anything that is sort of in the pr space

is around dream it's about inspiring people to travel um we also have recently had a national campaign that was entirely addressing the stream phase where we ran a competition to give away four holiday escapes unfortunately competition shut so you can't enter now but um that's okay so then once this person is inspired and decides yes i'd like to go to one of these island destinations you know she looks at her and

goes okay well it's time to research so she'll be going to trip advisor she'll be going and looking at other blog posts other websites potentially um looking at you know web our website the sailing.com website for information on how to get to kangaroo island where are the best places to stay um what kind of activities can i do on the island is it a kid-friendly place the answer is yes um you

know is it appropriate you know to take or should i just go for a day or should i go for four days um you know where should we stay all this kind of stuff so there's a lot of research that then would go into um her making the decisions around when they were going uh who they were going with even checking the other people available and so on um so the things

we can do from that perspective is making sure that when people have traveled with us remind them at the end of a tour hey don't forget to leave us a review on tripadvisor so it's about swinging back around okay well this is what the customer needs so these are the things that we need to do as marketers to address that um you know we okay cool we've had bloggers approach us content

creators influencers take your pick of what you want to call them who want to travel to the island in exchange for content okay if it's the if it's the kind of content that we can see that they've got reach and it's the kind of content that we can see ourselves reusing um certainly we do consider any of those kind of options available to us um you know obviously getting people encouraging people

once they're on our website looking for information they're looking for special offers looking for more information sign up to our mailing list and they're making sure that we're emailing useful information to these people as well as special offers and whatever as they come to hand so they've decided to go to kangaroo island and uh decide okay i'm gonna book the ferry um so the important thing for us then at that point

is okay they've got this particular customer is going to be booking online we need to make sure that her experience online is the least double least number of clicks possible to get to the all the way to the end to the review cart and then all the way to cart receipt which is like our magic page because that magic page means that someone has bought something off the website for us um

you know making it straightforward to find the information they're looking for again this is all really important stuff to consider when you are doing a website redesign um you know again putting your customer first is critical um you know it really is i feel like we're really in a position now where businesses that are putting customers first are really going to see the benefits uh in the long term then finally when

they come through to the experience it's like okay well let's you know as marketers we just step back we just let our ops teams do their work because they're the best ones at it um so you know we leave our you know the lovely girls the friendly faces down at cape jervis to greet the people on arrival when they get down to cape jervis our team our crews on the ferry if

you don't feel comfortable reversing your car they'll reverse it on for you no problem um you know if uh you feel a little bit queasy even though the the sea is flat you know our team are there to help you they've got sick bags they've got um you can grab ginger tablets and all that sort of stuff so we think about we didn't always have all of these things but in terms

of making sure that we have those things is is really important um and it all comes back to looking at that customer journey and what's going to be helpful and make it a more pleasant experience for our customers moving forward um the only other thing i would say that we do at the end of an experience is that as marketers i try my best to encourage our teams to remind people particularly

our tour guides to remind people to leave us reviews on supervisor to share their um you know lovely experiences on instagram just so that in the hopes that they'll trigger somebody else's dream uh so again in the share section there whether it's in person reminders or email reminders um that's all certainly certainly part of it i think that was my oh i have a summary slide okay cool so ultimately um ryan

said that you guys do have a few questions which i do believe we've got some time for which is great um customers are vital to the survival business okay so these are these are really really important factors here is really important we don't have customers we don't have income we don't have revenue we don't have a business it's as simple as that catering to their needs will build loyalty and repeat purchase

let's be honest you know if people come they have a great experience what are they going to do tell everybody about you and then if they need you again they'll come back to you personas and journeys help you to identify these customer needs and i think that that's something that's um really important for us as marketers and once you understand those customer needs you'll then be able to reach the right person

with the right message at the right time okay i think i'm ready to take some questions hey well we've got some questions for you awesome let's go so lots of really nice comments coming through about how good the ceiling ops team is ah so i'm sure that all of those people are going straight on tripadvisor and making sure they've left positive reviews please please do um so first question is with a

company like ceiling is it difficult delivering relevant content across difficult uh across digital platforms given the diversity of the target audiences across the different products yes it's a short answer to that question it's a very short answer um but no there's a longer answer to that it is definitely a challenge that we face in that particularly for the c-link brand ceiling kanger island brand it's in south australia it means so much

more um than perhaps it does in victoria new south wales or even queensland um you know like it the south sea link started here in south australia it is a south australian business originally it has grown to become this crazy massive 300 million national business now publicly listed and all of that but its origins here and the brand associations within south australia are of it as a big successful south australian business

um and so the way that we talk you know in south australia it's brazil mostly people who are road tripping to kangaroo island so we try to cater to that by sharing great uh road trip imagery uh people sharing their stories what they've done and so on but we also keep in mind okay we have our sealant kangaroo island touring options which is more for the interstate market and international markets and

so while we do we do talk about our drivers we do talk about um our well at the moment we're really focusing on road trips because caron virus travel restrictions etc um but usually yeah we do talk to our drivers we ask our drivers you know if you get a chance send us a photo of you and a customer outside a bus at remarkable rocks and those kind of photos go wild

and not just because people like to see people but also because the staff member's like oh yeah that's me um you know we shared a throwback one on the murray princess the other day and it turned out that one of the customers is currently our vessels fleet manager at the moment um and the the comments on there were all these internal and old staff coming back and having a chat and reminiscing

and there was a real nostalgia about the things so it is challenging um i guess it comes back to content planning at the end of the day um and allocating enough time to put together that content given where we currently are in the coronavirus sort of situation where south australian borders are open to queensland northern territory wa and tasmania um wa has actually not opened their borders to us so if you

travel from wa to sa no worries you come straight in you do your touring you enjoy yourself but when you go back you've got to sit there for two weeks and quarantine um queensland is probably is the only state as far as i know at this stage where we have a reciprocal um and that was only as of july 17.

the nt ntnt is at the other one is the other one so queensland and northern territory are the only two states where there's unrestricted travel between sa and them tasmania have still kept their borders shut to everybody so you can go out of tasmania and uh hopefully not go via melbourne but get to adelaide and then go back to tasmania but then again you'll be in two weeks quarantine when you get

back so all of our current efforts are really focused towards that local market south australian market and encouraging people to explore their own backyard so related to that do you address different personas exclusively on different platforms eg only talking to murray princess prospects via edms and not on social oh funny story uh my princess is actually the page that we get the most engagement on facebook really i kid you not okay

yeah so fun fact so sailing kangaroo island obviously is a really well known brand really um uh quite um uh sort of well uh interacted with and we get good engagement but my princess the oldies love a chat and they all love to say oh my tough mother princess is only for the elderly no no it's a great thing for you to do in your 20s i think you'll feel extremely young

if you go in your 20s um but yeah but essentially it's interesting that facebook is actually massive for the murray princess um instagram is pretty much dead non-existent um but facebook is huge c-link i will say that instagram i think we tend to get better engagement on instagram than we do on facebook um but you know again there's a shift in the demographics there but we don't typically exclusively address people um

probably i mean the murray princess is slightly different because it is an older demographic so we're not as active on as many platforms it's just because the audiences aren't there um you know so that's what it kind of what it really boils down to um we do do a lot of adm activities so email activity towards our excuse me my princess captain club um and that guy tends to go quite well

as well but typically those idioms really contain information about upcoming cruising options and encouraging people to book again um if you're a captain's club member you actually get a 10 discount on travel on on cruises so uh that's the other thing too is it trying to give those people a bit more give them incentive to book ahead as well um but yeah when it comes to ceiling certainly we don't exclude um

you know we try to show the breadth i guess what we're doing um when it comes to the advertising side of the house though that's probably when we're a bit more specific about the types of people that we're targeting and the type of content that we serve but we're paying for that so you know there's a we're paying for that reach so that's a slightly different thing perfect any other questions uh

does your team brainstorm customer experience to prepare for customer circumstances changing during their journey eg covered probably not that far but ah look i think since uh during covert slash since covered um we really have been reassessing uh from a digital marketing perspective particularly what's important to our customers um and particularly with the national campaigns that have been going on um to really promote all of the ceiling businesses around the country

under the brilliant travels brand um we really have been looking at ways to make sure that when brilliant travels does give us a referral that that page is as i guess uh the user experience on that page is as good as it can be so that hopefully we get a conversion of whether it's booking a ferry or an inquiry form or whichever um and that's kind of an internal battle sometimes because

we do have this thing like ryan mentioned before um you know sometimes it could be your boss sometimes it could be someone else in a different department sometimes um it could just be someone walking past your desk who's got an opinion because everybody's entitled you know seo agency generating the content it could be it could be the agency that you're working with that's true too um but you know they might have

ideas on what um this page should look like but not all ideas are necessarily good for the customer and i think that's something that i really have learned to in particular since i've been back from maternity leave has been something i've been really pushing back onto a lot of our um colleagues in the office is that like oh we're going to put this on there we've got to put more information about

this more information about that so hang on a minute when the customer comes through think about what point they're at particularly in the context of say brilliant travels it's likely that this person has never visited ceiling.com to know you before they don't really know what kangaroo island is potentially they might be an interstater um you know they they're not really going to be necessarily familiar with our product offering so you know

we really have to be if it's if we've given a particular package for to be included as part of a national campaign that's all that should be on that page just that package with a call to action at the bottom to say book now click add to cart etc and off you go um that's really what we need to hone in on um and i think that you know sometimes there can

be competing priorities around all but you know we really need to push this as well this other product really needs um or we'll take advantage of this campaign but as soon as you start diluting your pages with too much information it's not actually relevant to what you're trying to sell i think it just off puts customers and they just go you know what too hard basket abandon exit website bounce right there

we go well i actually happen to know the agency that does your google ads quite well and uh i know that uh they um do a lot of work around optimizing campaigns for different demographics because we find that for example the conversion rates on my princess campaigns are considerably higher for older demographics so we bid adjust for the higher demos we are just down for the lowers and we still want to

present those people because as christie's pointed out she might want to buy her parents a birthday or anniversary gift or whatever it is um so we still want to capture that market but equally they're not as valuable to us so we can offset that exactly exactly right were there any other questions that was it for the questions any other questions andrea no all right so we're going to go to a quick

two or three minute break and get ready for our last session of the day so get your drinks and your toilet breaks and you can probably get wine i think it's wine time yeah i think bell's already on now yeah right she would be yeah