Co-Op Marketing: Increase Impact of Your Destination Marketing Strategies With Sojern
Partner with Sojern to take the hassle out of co-op marketing.
Destination marketers have been searching for ways to spend marketing dollars effectively and drive visitation to their particular destination. With a partnership between hotels, attractions, and destination marketing organizations (DMOs), marketers can band together to pool funds and messaging to bring in ideal travelers.
A co-op marketing program, also known as co-marketing, provides the opportunity for hotels, attractions, and DMOs to pool marketing budgets and messaging to drive visitation to a destination and direct bookings to key partners.
Co-op marketing brings together multiple travel entities to drive more impact together instead of individually marketing for their own businesses. A co-op might include a regional destination, a city within the destination, and hotel and attraction partners. In the most common version of a marketing co-op, the organization responsible for driving economic activity in that destination would be hosting.
There are multiple benefits to participating in co-op marketing campaigns for you and your tourism partners:
Use a marketing co-op fund to create consistent, continuous, and always-on multichannel campaigns to help your region, country, or city reap the benefits of increased visibility online.
Creating multichannel marketing campaigns is a mutually-beneficial way to make the most of your co-op fund. Multichannel campaigns help hotels and attractions drive direct bookings, destinations find ideal travelers, and all parties to make the most of their budget. By creating content across channels including native, video, display, CTV, and more, there is coverage across multiple touchpoints and you’re building awareness around your brand.
A traditional marketing co-op consists of offline marketing tactics including, print advertising, broadcast, direct mail, and more. Now, take that traditional concept and add it to the digital world. With its ever-growing list of channels, formats, and tactics, marketing campaigns are much more complex and can be a huge driver of economic activity. Multichannel marketing campaigns can make the most of marketing investments and increase results—and it doesn’t have to be complicated. When you run a marketing co-op with Sojern, we help you deliver value to your partners without the hassle. We offer features like the ability to split billing however the host and partners want, fund matching by the government, and aggregated economic impact reporting for all participants.
Through Sojern’s multichannel campaigns, we believe that channels work better together and we capture users before, during, and after they search to lead them to your destination and your partners. A potential path could look like this:
While every potential traveler's journey is unique, and paths like this allow us to engage and guide them throughout their dreaming and planning process.
Sojern has been working to solve another major challenge for DMOs—very limited customer data and a lack of insight into their most valuable potential visitors. Sojern saw an opportunity for DMOs and their stakeholders to pool customer (first-party) data to build custom audiences, share market insights, and drive a greater economic impact from digital marketing. This is the next big step for co-op marketing, and Sojern is at the forefront of bringing this innovation to life.
To learn how to deliver value to your co-op partners without the hassle, reach out to our travel marketing experts today.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.