Landal GreenParks
About Landal GreenParks
The work made for Landal GreenParks runs to 1 verified project — mostly Marketing and segmentation. The people who work most often on Landal GreenParks projects include Marc Dangaard and Nicolaj Weber.
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Landal GreenParks own and manage a number of holiday parks, all based in various green surroundings in Jutland. The family-friendly parks offer a wide range of indoor activities like tropical water parks, bowling, and sports arenas. In 2017 they were bought by some new owners, and since then they have been focusing more on delivering green experiences and creating memories that last. During holidays and weekends, demand and occupancy levels are high across all five parks, but outside the holiday seasons, the parks are often difficult to fill. We wanted to create more interest for Landal in general and drive sales either through their digital booking platform or through their call center. The aim was to raise occupancy levels across parks and accommodations by delivering relevant messages for the target audience. We wanted not only to promote accommodations that suited the target group’s needs but also show accommodations that were actually available during the time they were going on holiday. We developed a dashboard to give us a real-time overview of the occupancy levels across parks and accommodations. We defined the most relevant and profitable audiences through our unique Milestones segmentation. Instead of focusing on traditional demographics we build audiences around the individual’s life stage: • Nest builder (Couples) • Toddler family (Families with babies/toddlers) • School children family (Families with children) • New senior (Grandparents). Using Landal’s customer database we analyzed the appeal of each house to the four Milestones segments per day throughout the year as well as the potential sales value. After matching the segments with the different accommodation options in the parks we mirrored each life stage directly into GroupM’s data management platform. This allowed us to find the right people that were predisposed to exactly the accommodation options that Landal had available. Daily occupancy level data combined with booking pattern insights and the house's appeal to the segments allowed us to optimize on both park and audience and ensured that we were relevant at the right time. Sales data was used to determine the geographical potential of each city. This data was then used to optimize our bidding to the right place. We used GroupM’s market position to activate real-time price development insights across all clients and bids on each site. These insights made us able to adjust our bids instantly according to the lowest winning bids in GroupM. We cut costs dramatically and ensured exposure at the right price. Finally, we started tailoring our messages to match each person who was exposed to the banners - no matter where they were in the buying cycle and what their interest was. We built six banner packages that consisted of up to 16 dynamic elements that were continuously split-tested. The banners deep-linked into different parts of Landal's website making the landing pages more relevant. This way we served the right individual message to potential guests in all parts of the sales funnel. We used Telemetric to track the number of phone calls generated from the banners, in order to analyze the offline effects. To activate the banners, we built algorithms that could embrace all the data and insight. The whole setup was extremely adaptive as machine learning was used to optimize real-time on the results. This way the communication became relevant for both what Landal wanted to sell, and the needs of the individual potential visitor. Landal GreenParks Kent Lodberg Sales and Marketing Manager Stine Carlsen E-commerce Specialist Simone Ejsbøl Junior Manager, Sales and Marketing Louise Nielse Campaign Coordinator MediaTrader (GroupM) Marc Dangaard Kontaktdirektør Benjamin Kabongo Client Manager Kohulan Thevachandran Programmatic Lead Nicolaj Weber Business Planning Lead Collaborators GroupM Eksekveringspartner Quisma (GroupM) Bannerudvikler Background Landal GreenParks own and manage a number of holiday parks, all based in various green surroundings in Jutland. The family friendly parks offer a wide range of indoor activities like tropical water parks, bowling and sports arenas. In 2017 they were bought by some new owners, and since then they have been focusing more on delivering green experiences and creating memories that last. During holidays and weekends, demand and occupancy levels are high across all five parks, but outside the holiday seasons, the parks are often difficult to fill. We wanted to create more interest for Landal in general and drive sales either through their digital booking platform or through their call center. The aim was to raise occupancy levels across parks and accommodations by delivering relevant messages for the target audience. We wanted not only to promote accommodations that suited the target group’s needs, but also show accommodations that were actually available during the time they were going on holiday. To make this possible, it required numerous elements being in place • We needed a real time overview of the occupancy levels across parks and accommodations on site as well as the potential sales value • We needed to map which consumer segments each house was relevant for. This is a complex task as a house can be relevant for multiple segments at the same time as well as vary between segments during the year • We needed a continuous, fast, optimized and highly adaptive media buying setup in order to execute instantly to changes in the occupancy levels • Furthermore, it was important that we were able to build the most relevant communication across different target groups and depending on the future occupancy levels of the different accommodation solutions. Solution We developed a dashboard to give us a real-time overview of the occupancy levels across parks and accommodations. We defined the most relevant and profitable audiences through our unique Milestones segmentation. Instead of focusing on traditional demographics we build audiences around the individual’s life stage: • Nest builder (Couples) • Toddler family (Families with babies/toddlers) • School children family (Families with children) • New senior (Grandparents) Using Landal’s customer database we analyzed the appeal of each house to the four Milestones segments per day throughout the year as well as the potential sales value. After matching the segments with the different accommodation options in the parks we mirrored each life stage directly into GroupM’s data management platform. This allowed us to find the right people that were predisposed for exactly the accommodation options that Landal had available. Daily occupancy level data combined with booking pattern insights and the houses appeal to the segments allowed us to optimize on both park and audience and ensured that we were relevant at the right time. Sales data was used to determine the geographical potential for each city. This data was then used to optimize our bidding to the right place. We used GroupM’s market position to activate real time price development insights across all clients and bids on each site. These insights made us able to adjust our bids instantly according to the lowest winning bids in GroupM. We cut costs dramatically and ensured exposure at the right price. Finally, we started tailoring our messages to match each person who was exposed to the banners - no matter where they were in the buying cycle and what their interest was. We built six banner packages that consisted of up to 16 dynamic elements that where continuously split-tested. The banners deep-linked into different parts of Landals website making the landing pages more relevant. This way we served the right individual message to potential guests in all parts of the sales funnel. We used Telemetric to track the number of phone calls generated from the banners, in order to analyze the offline effects. To activate the banners, we built algorithms that could embrace all the data and insight. The whole setup was extreme adaptive as machine learning was used to optimize real time on the results. This way the communication became relevant for both what Landal wanted to sell, and the needs of the individual potential visitor. Results It worked! With the target of raising occupancy levels across parks and accommodations we addressed the right people at the right time and place with the right message and at the right price. Despite a price increase of 8% from 2018 to 2019, we raised: • General occupancy by 16% • Off-season occupancy by 25% • Off-season weekdays occupancy by 50% These extraordinary sales have resulted in a lift in turnover by more than 25%. Google brand searches were increased by 84% and the number of calls to the customer center generated by the online presence followed. In general, the banners generated 21% more calls. The direct conversion rate showed an uplift of 34% for prospecting banners and 16% for retargeting banners suggesting that the banners lifted the quality of the calls substantially. In direct contrast to Last Click modeling the most valid effect analysis to measure the short- and medium-term effects of specific media is without a doubt a marketing mix analysis or sales modelling. By gathering data on all factors that can possibly describe the sales development – for example the consumer price index, child benefits, competitive media spend, as well as the weather - the latest sales model conducted by Data Intelligence explained 94% of the total sales. Sales modeling states that TV always drive the most sales. However, Landal’s sales model, shows that TV doesn’t have the same effect for Landal. Instead the highly optimized programmatic setup drives 48% of the total sales generated by media despite having allocated only 28% of the total budget. The sales model states that the programmatic setup generated 3.132 extra family vacations held at Landal over the last 12 months equivalent of a 15% increase, resulting in a net profit value of 11,6 mio. DKK.
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The people with the most verified roles on Landal GreenParks projects
