The stages of awareness, consideration, decision, re-engagement, and winback are classic stages that apply to many industries beyond travel. These stages are commonly used in marketing and sales strategies as they represent a general customer journey. Whether it's retail, technology, healthcare, or any other industry, customers go through similar phases before making a purchase decision or returning to the company for more products or services.

The re-engagement stage is often the hardest for the marketing team to execute successfully. It requires a delicate balance of creating engaging campaigns without overwhelming customers with too much communication. The challenge lies in finding the right timing and relevant content to entice customers to re-engage without causing them to feel bombarded with marketing messages.

Understanding why customers might have disengaged or become inactive can be challenging, and finding the right approach to rekindle their interest is crucial.

Personalized communication and loyalty programs were given high priority as they directly cater to individual customer preferences and incentivize repeat business.

Special promotions and customer support are also considered important to attract attention and maintain a positive customer experience.

Feedback and reviews, while valuable, were integrated as part of the overall strategy to enhance the company's reputation and credibility.

Measuring the success of re-engagement campaigns can be tricky. Unlike initial awareness or acquisition campaigns, the success metrics might not be as straightforward. The marketing team needs to establish appropriate KPIs to gauge the effectiveness of re-engagement efforts, such as open rates, click-through rates, and conversion rates from re-engaged customers. Properly attributing the impact of re-engagement to conversions can be complex, as customers may go through multiple touchpoints before making a decision.

Winback involves reconnecting with customers who have not made a purchase or interacted with the company for a considerable period. Identifying the reasons for their disengagement and developing effective strategies to win them back requires a deep understanding of customer behavior and preferences.

Mirela Cialai

This is a case study I was asked to prepare for an interview with a company in the corporate travel space.

Marketing Take-Home Exercise for Corporate Travel Company

Sign up to see more