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Vertical/Industry:  Consumer Services – Travel & Leisure

The Challenge

Reaching affluent individuals in a digital ecosystem is not as easy as one might think. There are many considerations to take into account, such as how and where they spend their time online. For a regional fractional aviation client, it was imperative to start with a solid strategy in the hopes of driving qualified leads and increasing their share of voice in a competitive marketplace. Coegi was brought in to help strategize how to target and message these individuals.

The Solution

Leveraging internal research tools to gain a better understanding of our core consumer, Coegi was able to discern that these individuals spend less time than the average consumer on the internet, unless it is job related. The key is being strategic with how we reached them. The time they did spend online was focused on reading and networking. 

88% of wealthy people spend at least 30 minutes each day consuming self improvement and motivation materials and three quarters of individuals take an active focus to networking. By increasing their knowledge, they are able to see more opportunities. 

To focus on conquesting, a multi-pronged geo strategy was also introduced to capture visitors that had been or were currently at executive airports.

Focusing on premium publishers and networking platforms was going to be the key to success, along with leveraging customized data solutions to tap into competitor conquesting.

The Results

Shifting from a persona based approach in the month of August to the strategy outlined above, Coegi was able to see a 69% decrease month over month in the cost per lead.

Where can I get some?

If your brand is looking to reach a wealthy consumer while driving business outcomes talk to the team at Coegi to discuss what your brand can do to see growth in 2021.