In July 2012, we asked Peter Scott, President of BlueTent Marketing, to provide background on an area of his expertise: tracking online conversions. The report he provided is below:
Following Your Lead: Measuring Conversion to Inform Your Marketing Spend
At BlueTent, we understand that busy clients are overwhelmed by finding new leads while keeping up with their current volume of inquiries, especially during peak season. Our aim is to simplify the process by providing an intelligent look at each manager’s business – one that highlights what’s working and what isn’t.
A key metric is conversion – how many leads convert into bookings? What is the source of those leads? How many times does a customer return to make another transaction — that is, what is the lifetime value of that lead and how does it compare to the comprehensive cost of generating a new customer? By answering these questions, we are able to pinpoint which marketing channels are most helpful and to provide guidance for putting those channels to use.
To accomplish this, BlueTent interprets data from our clients and their websites using the help of external tools like Google Analytics and Navis Narrowcast. In one case, our team analyzed five months of phone and web traffic for one of our rental management clients. At the end of May 2012 the company had collected $160,000 in revenue from one of its primary distribution partners, FlipKey.
In this case, profit was closely tied to conversion: our analysis determined that 56% of the FlipKey leads converted, as we say, “heads into beds.” The leads converted at such a high rate that the cost to acquire each was minimal. What’s more, we anticipate that a number of these leads will become repeat guests. So then, not only does this client’s impressive conversion rate contribute to growth in their customer base, it also indicates significant return on their marketing investment. To ensure that our clients get the most for their marketing dollars, we encourage them to closely monitor each distribution channel. If you’re ready to take a deeper dive, BlueTent offers solutions to identify and execute dynamic internet marketing that helps you communicate more effectively, streamline your functionality and increase sales.
Contact Peter Scott at +1.970.704.3240 or firstname.lastname@example.org for more information.
This research initially appeared in FlipKey’s Quarterly Front Desk Report, August 2012
Thank you to everyone who submitted a review on TrustPilot.com and participated in our promotion. We love hearing your comments and advice, and it’s great to receive feedback from vacation rental owners, property managers, and travelers. It is clear to us that our community has a lot of travel experience and know-how, and we are hard at work incorporating all of that feedback into FlipKey and building the best vacation rental website around.
We are pleased to announce that the winner has been selected through a random drawing. Congratulations to Barrie White, of Adelaide, Australia. Barrie is a property owner and manager of several holiday homes in Adelaide. We love the creativity of Barrie’s review, so we wanted to reprint it here:
Easy to manage and great reward to those who list their property
It’s a great website that allows you to reach people all over the world who might want to stay in your place in the world. When they are searching for a place they can see what others have experienced at your place and what they can truly expect when they get there. The website is exceptionally secure and delivers on my expectations time and time again. Keep up the great work Flipkey!
F antastic L eading edge I deal for me P erfect for others K ool E asy to manage Y our best way to manage your rental (original review on TrustPilot)
We work hard to help people find those special places in the world where they can have the time of their lives. We’re glad to hear it’s working! It’s also clear from your reviews and suggestions that there’s room for improvement; we will continue to take your advice, improve the service, and fix the bugs that do come up from time to time.
The promotion has ended, but we still encourage you to leave reviews and share your thoughts on TrustPilot, Facebook and Twitter. We’re happy to answer any questions about FlipKey service and the TrustPilot Review Promotion. Please feel free to contact us anytime at email@example.com.
Thanks again to everyone who wrote a review, and congratulations to Barrie!
Traveling isn’t all about shutting your brain off and taking a vacation. A unique and exciting way to avoid the typical brain-turning-into-mush side effects of a vacation is interning abroad. With an internship abroad, you get to visit a new location, gain international work experience, and brush up your resume to make it stand out in a job search. Internships abroad are available in almost every field. Inspired by this growing trend, as well as the universal love for summer blockbusters, here’s a list of places to intern abroad for movie buffs.
As the birthplace of film, France is an obvious destination for film lovers. Not only does the country host the world’s most prestigious film festival, Palme D’Or, it has also always been a popular destination for filming locations due to the variety of landscapes, from beautiful countryside scenes to the fascinating city of lights, Paris. The French government has been aiming to protect and support the local film industry despite the global downturn in cinema. Many iconic films of the 21st century such as The Artist, La Vie en Rose, and Le Fabuleux Destin d’Amélie Poulain have come out of France. Interning in France is the perfect way to experience all that the cinema of France has to offer for film enthusiasts. Internship opportunities can be found at the Cannes Film Festival, or even French film production companies such as EuropaCorp, Gaumont, and Pathé.
If you’re looking to experience the excitement of a growing film industry, Mexico is the perfect place to intern abroad. During the Mexican Revolution, filmmakers began to document historical events of their country and since then the tradition of film in Mexico has been increasing. Mexico is currently home to Latin America’s most notable film festival – the Guadalajara International Film Festival. The Nuevo Cine Mexicano has been a great time for young and independent filmmakers to shine. Mexico has also introduced the world to some of the most prominent figures in film currently such as Guillermo del Toro and Alfonso Cuaron, directors of the Academy Award-nominated El Laberinto del Fauno (Pan’s Labyrinth) and Y Tu Mamá También, respectively. Interns in Mexico can find opportunities at the film festival, local film societies, or local production companies.
Italy is the country with the most Academy Awards won in the Best Foreign Language Film category, making it a choice destination for movie buffs. The cinema of Italy has a long history, and has gone through many phases. Interning in Italy will open your eyes to the past, present, and future of Italian cinema, as well as the worldwide film industry in general. In the past, Italy has started many film movements such as avant-garde, and the Spaghetti Western. The dedication to film is clear in Italy, as in the 1930s, the town Cinecittà was built exclusively for film production with theaters, technical services, and even a cinematography school. Many Italian and international films of the past and present have been produced and filmed in Cinecittà, such as La Dolce Vita, Satyricon, Helen of Troy, Cleopatra, Romeo and Juliet, and Gangs of New York. While interning in Italy, you can find opportunities at the Venice International Film Festival, on the set of films, or any other places you are interested in.
South Korea is one of the few countries where domestic films are more viewed than imported films. The South Korean government has placed quotas on the number of international films allowed to play in theaters. Because of this unique arrangement, South Korea makes for a great place to learn about encouraging local film production. Since the late 1990s, South Korean films have been receiving international acclaim at film festivals and award shows. Due to their success and the Korean Wave because of which Korean culture has come into international visibility, many South Korean films have been acquired by international production companies for remakes. When you intern in South Korea, you will be able to experience the film industry that brought originals such as Oldboy, My Sassy Girl, and A Tale of Two Sisters. Internships in South Korea can be found at the Busan International Film Festival (the largest in Asia), media outlets, and local production companies.
It’s not hard to understand why New Zealand is such a popular destination for filmmakers with its breathtaking and dramatic landscapes. Many famous films were shot and co-produced in New Zealand, including The Lord of The Rings, The Piano, Avatar, The Chronicles of Narnia, and The Last Samurai. As an intern in New Zealand, you will be able to visit one of the most beautiful nations in the world, as well as get some hands-on experience in the industry. Currently, the film industry of New Zealand itself is relatively small. However, the country’s popularity as a filming location has brought many international production companies to New Zealand, giving many people aspiring to work in film huge job opportunities. Internships in New Zealand can be found at the New Zealand International Film Festival, local special effects companies, or international production companies.
We may have gotten into the habit of experiencing the world from the comfort of a plush movie theater seat, but there’s no reason to accept it as a substitute for seeing, breathing, smelling, tasting, and hearing all the world has to offer. Taking an internship abroad is a growing trend for travellers of all ages, and combining it with a love for movies is a great way to guarantee a fun time. Think about your favorite movie, where does it inspire you to travel?
Palwasha Khatri is a travel and film enthusiast pursuing her Bachelor’s degree at the University of California, Berkeley. Palwasha currently works for the Intern Abroad team at GoOverseas, the best place online to find listings and reviews of intern abroad, teach abroad, study abroad, and volunteer abroad programs.
FlipKey is a vacation rental marketplace with more than 240,000 rentals around the world. Find the perfect place to stay for your trip, and get great value along with the space, privacy and amenities of home.