Blog Post

In the world of digital marketing, not all strategies work the same way for every business. Each case is unique, and today I want to share the experience of a travel agency in Ontario that, after facing personal challenges for its owners and the effects of the pandemic, decided to bet on digital advertising to revive its business. Although the initial results were not as expected, this case leaves us with valuable lessons on adjusting strategies to achieve success.

The COVID-19 pandemic hit the travel industry hard, and this Ontario-based agency was no exception. With a drastic decrease in activity and difficult personal situations, the owner decided to invest in digital advertising to win back her clients. With a modest budget, she began promoting destinations and irresistible offers on Facebook, Instagram, and TikTok, using a strategy designed by Ideas Fan.

The strategy was based on two pillars:

1. Provoke emotions and the “need” to travel: Publish inspiring content about tourist destinations.
2. Generate urgency: Show time-limited promotions with airfares that were hard to ignore.

Additionally, the agency used its WhatsApp lists to reconnect with its most loyal customer base, which allowed it to begin reviving its business, albeit timidly.

Taking as an example an ad on Meta, after investing just over $60, targeted at people aged 25 to 65 interested in travel, the agency achieved in 6 days:

• 3600 views
• A reach of 2100 accounts
• 980 interactions

However, these numbers did not translate into qualified leads. Instead, the agency received a flood of spam messages on its WhatsApp, which frustrated the owner, who expressed: “That’s not what I wanted.”

This case raises three key questions:

1. Why did an ad with thousands of views not generate leads?
2. How can we trust Meta’s statistics if they seem misleading?
3. What should we recommend to the client to improve their results?

1. Segmentation and Message Focus
   Although the ad was targeted at people interested in travel, the message may not have been clear or attractive enough to convert viewers into customers. Views and interactions do not always translate into sales, especially if the call-to-action (CTA) is not effective. This case is a bit more complex than usual, as the CTA was clear (“Contact our WhatsApp for more information”).
2. Spam Overload on WhatsApp
   Using WhatsApp as a contact channel can be a double-edged sword. While it is a powerful tool for connecting with customers, it can also attract unqualified users or even bots that generate spam. This can overwhelm communication and make it difficult to attend to real customers, wasting time and demotivating entrepreneurs inexperienced in the field.
3. Trust in Meta’s Statistics
   Meta’s statistics (reach, views, interactions) are useful for measuring an ad’s performance, but they do not always reflect the real impact on the business. It is crucial to complement these metrics with conversion data, such as qualified leads or direct sales.
   On the other hand, regardless of how unreliable Meta’s metrics may seem, what is true is that these values can be used to compare the account’s activity level before and after the campaign. In our case, Instagram saw an increase of over 900%, and Facebook, just over 100%. This means that friends, detractors, and the general public were exposed to the brand, the message, and, consequently, the advertising impact, which, in the long run, benefits businesses.
4. Unwanted Responses
   This is one of the side effects of being visible. When you are visible, not only will your friends and followers see you, but your haters will also find you, stirring up their negative feelings toward you. There is nothing more frustrating for someone who dislikes you than seeing you succeed or stand out in any area. In our case study, we have found that similar businesses exhibit almost childish behaviors (jealousy) toward their competitors, and, of course, there are always those who have had some personal issue with the entrepreneur (regardless of whether it has no relation to their professional activity) and take advantage of these circumstances to vent their “hatred.” This is a topic for another blog.

1. Refine Segmentation and Messaging
   • Adjust segmentation to focus on a more specific audience, such as frequent travelers with a recent purchase history. It is essential to approach segmentation with calm, as it may have less impact in quantity but more in quality.
   • Improve the ad message, including a clear and direct CTA, such as “Book now and get a 20% discount.” Keep in mind that this is just an example. In the case of travel fares, such attractive discounts are rarely feasible.
2. Optimize WhatsApp Usage
   • Implement a filter to avoid unwanted messages, such as a dedicated WhatsApp number for advertising campaigns.
   • Use automation tools to quickly respond to legitimate inquiries and discard spam.
3. Complement with Other Strategies
   • Invest in high-quality organic content, such as blogs or videos, to build trust and authority in the sector.
   • Explore other advertising platforms, such as Google Ads, which may offer a better return on investment (ROI) for certain types of businesses.
4. Measure What Really Matters
   • Focus on conversion metrics, such as qualified leads, bookings made, and ROI, rather than relying solely on Meta’s statistics.

The case of this travel agency reminds us that digital marketing is not an exact science. Although the initial results were not as expected, this does not mean the strategy has failed. On the contrary, it is an opportunity to learn, adjust, and improve.

The key is to understand that reach and interaction metrics are just the beginning. What really matters is how those interactions translate into sales and customer satisfaction. With a more refined approach and a comprehensive strategy, this travel agency can not only revive its business but also reach new levels of success.

At Ideas Fan, we are committed to supporting our clients every step of the way, helping them navigate the challenges of digital marketing and turn their dreams into reality.

Do you have a similar case or need personalized advice? Contact us! Together, we can create a strategy that works for your business.