Inspirato marketing leader and VP share the marketing platform-fuelled approach to personalising the luxury travel experience
In terms of marketing, Inspirato focuses on channels it can track. It serves personalised content, and uses the Marketing Cloud’s predictive intelligence tool to leverage behaviour of customers within interactions to target personalised content and emails.
“Email marketing, social media and Google search are all important for us, and we have recently invested in national TV advertising, for both the brand growth, and direct response," Flanagan said. "We are looking to grow the media mix in more digital channels, and are excited to expand our mix into channels we don’t even know about yet."
Metrics of success include NPS and cost per acquisition. "We track cost per lead as well, particularly cost per quality lead. Early on, we know the likelihood of converting on quality leads to membership. Plus, we are always looking at movement through the sales funnels.
“We are constantly trying to innovate, change, and move directions. We know pretty quickly when something’s not working.”
More recently, Inspirato rolled out Service Cloud to personal vacation advisors, who help club members plan their vacations, as well as to the company’s on-site destination concierges, who take care of members once they are in-residence. Customer data is unified in one place, so it’s easy for Inspirato employees to get the information they need, while a customised UI and integrated telephony means they can get the information fast.
Inspirato also uses Salesforce Chatter to help employees easily share information and collaborate to better serve members.
In the future, Inspirato plans to add Chatter Communities, so club members can participate in conversations with their personal vacation advisors and destination concierges about vacation specifics. The company also plans to develop mobile apps with the Salesforce Platform that will let members plan trips and modify details from anywhere.
- Vanessa Mitchell travelled to Connections as a guest of Salesforce.
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