Tallink Silja
Case: Learn how Tallinn Stock Exchange listed Tallink Silja managed to get 645 new customers, 13.089 leads, huge upselling and large positive expose in less than 2 month and completely free of charge with the help of digital agency Adromi.
The result
New customers / bookings: 645
Newsletter signups: 13.089
Upselling on the boat: Large upselling – exact number is confidential
Likes: More than 700 likes in the first four days
The challenge
As a leading provider of mini-cruise and passenger transport services in the Baltic Sea region, including routes between Sweden and Finland, the transportation costs to complete a mini-cruise are the same no matter if the boat is fully booked or not. The revenue earned on the boat in the form of sold drinks, foods, entertainment and other stuff however is not. The more people taking the cruise the higher the income in the form of sold items on the boat. The challenge facing Tallink Silja and digital agency Adromi therefore was: How can we in a cost effective way win new customers for the next mini-cruise, but also for future cruises?
The solution
Digital agency Adromi decided to take an uncommon approach and decided to go for a “free” solution, which basically meant that Tallink Silja was supposed to give away the cruises for free and instead earn revenue by selling items on the boat and by doing upselling on the order page.
The campaign flow can best be described by looking at the 4 main steps:
Step 1: Setup, testing and optimization of signup page including social media integration
Adromi decided to build a really clean and simple landing page for the campaign. The aim of this landing page was threefold: First, to generate permissions for Tallink Silja to add the user to their database for email marketing purposes. Second, to give the user the change to share the campaign with friends on Facebook and start the viral effect. Third, to sent the user to the Tallink Silja order page.
Step 2: Setup, testing and optimization of order page
After setting up, testing and optimizing the signup page focus was on building an order page optimized for upselling. The order page was split into 7 steps allowing the customer to convenient order extra stuff from his / her home and before getting on the boat. Due to the competitive advantage gained from this highly optimized order form the details are confidential. It can however be revealed that each step had the focus to sell more. This could be by upgrading to a different / better cabin, order table and dinner in the restaurant, order transportation to and from the boat, order hotel, rent a car, order drinks etc.
Step 3: Traffic generation
Email was used as the preferred medium for the campaign due to a number of reasons. The most important being the fact that the results come almost instantly. Another great thing with email was the ability to segment users based on their geography. Due to the fact that departure for the cruises was Stockholm it was chosen to primarily engage people in an acceptable distance from Stockholm.
A high number of emails were sent out to kick-start the campaign to get the first orders and to start the viral effects created via the social media integration. During the campaign, newsletters were sent out to the participants, who hadn’t booked their free mini-cruise yet. The goal was to convert as many of the campaign leads to customers during the campaign period.
Step 4: After sales
The first weeks and month after a campaign are a great opportunity to engage with (potential) customers and to build and strengthening the relationship with them. A plan was therefore put together on how to engage with the 13.089 people who accepted to receive the Tallink Silja newsletter. One of the first initiatives was to give them the opportunity to order a mini-cruise. This email was put together with different destinations and different pricings to make the offer attractive to anyone. A few weeks later focus was on getting the leads to sign up for the Tallink Silja loyalty club to engage them even stronger in the Tallink Silja univers. A free mini-cruise was again used as an incentive for the user to signup for the club.
