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OutdoorNI.com Christmas Gift Voucher Campaign 2012

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sarahnelson
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This user joined in Jul 2011 and has made 81 posts.
Posted on 6 November 2012 at 14:24
We will be launching the OutdoorNI.com Gift Voucher Christmas campaign next week. The social media and e-marketing promotional campaign will include:

Regular OutdoorNI.com promotional e-zines distributed to over 7,000 targeted customer contacts
Regular Facebook updates on OutdoorNI.com page to over 3,300 fans http://www.facebook.com/OutdoorNI
Regular Blogs on Northern Ireland’s Adventure Blog http://www.outdoorni.com/blog/adventure/

Key Facts on Gift Voucher Performance:
• £12,300 worth of gift vouchers sold (from launch in mid Nov 2011)
• 226 gift vouchers sold
• Average spend per voucher £54
• 23,315 unique visitors to the gift voucher section on OutdoorNI.com
• 66% of vouchers were purchased for individuals (‘For Him’/’For Her’), 33% ‘For Couples’ and less than <2% ‘For Families’.
• £3,147 worth of gift vouchers sold in Dec 2011

If you haven’t already uploaded a voucher then please do so ASAP to ensure you benefit from the OutdoorNI.com Christmas campaign. Information on how to get involved is available to download from the link at the bottom of the page.

In preparation for the campaign we have now disabled any vouchers that haven’t sold in the past year. You can either revise your disabled vouchers or choose to upload new vouchers, taking into account the ‘what worked’ and ‘what didn’t work’ information presented below. If you require any further help or advice please do not hesitate to contact Sarah Nelson s.nelson@countrysiderecreation.com

Gift Vouchers that performed well:
• Provided an accurate description of the activities taking place with a comprehensive description in the ‘On the Day’ section.
• Provided an accurate description of who the event was suitable for including age and ability.
• Used a high quality image that accurately portrayed the activities involved and was appropriate for the category.
• Where tailored towards one specific category i.e. ‘For Couples’

Gift Vouchers that didn’t perform well:
• Included activities which are typically done in large groups e.g. paintball, laser combat
• Included activities that did not include instructors/guides i.e. canoe hire/self guided mountain biking
• Offered multi-activity days for one person
• Offered courses that required a weekly commitment
• Did not provide a specific activity in a specific location i.e. gave the option of a number of activities in different venues
• Provided few details in the ‘On the Day’ section.
• Used a logo or low quality image rather than a high quality image that portrayed the activity and the category
• Did not differentiate the vouchers for the separate categories. I.e. used the same language ‘For couples’/’For families’ and ‘For Him’/’For Her’ instead of making the activity experience and language specific to one category.
• Family vouchers (accounted for < 2% of overall sales)

** Please remember there is a gift voucher tab on all activity provider pages which filters through to a list of gift vouchers provided by that particular provider. Please see the following link as an example http://www.outdoorni.com/providers/586/the-jungle-ni/gift-vouchers/. This link is a great tool to promote your gift vouchers through your own e–marketing and Facebook campaigns.**

If you have any questions or queries regarding any of the above please do not hesitate to contact me:

Sarah Nelson
Marketing Executive
Outdoor Recreation NI
s.nelson@outdoorrecreationni.com
028 9030 6941

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