The results? “High quality photography and authentic, educational content from the staff. That’s the magic for us,” Nick says. “At Poronui, a big part of the appeal of the overall experience is the depth of knowledge of the guides and staff, so we’ve made a conscious effort to tap into that and regularly feature educational, authentic content which is sourced directly from the team on the ground.”
Segmenting their audience
Now that they had an idea about what topics would maximize engagement and conversion, it was prime time to separate Poronui’s content by customer interests.
“Poronui’s clients are people who are extremely passionate about the outdoor pursuits on offer at the lodge such as fly fishing, hunting, and horse riding, so we find they’re only too happy to see content in their inbox which relates to these interests,” Nick says.
At the simplest level, Calibrate established distinctive streams of content: people who are interested in angling and people interested in hunting. “There’s a little bit of crossover there, but on the whole, they are 2 quite different types of people, so it’s important that we don’t put hunting content in front of someone who’s not interested in that,” Nick explains.
Using these activities to segment their lists isn’t the only way Calibrate corralled its content streams: The agency also designed and built a customizable modular email template for each of Poronui’s brands, as well as 2 separate sites, Poronui.com and PoronuiHunting.com. Their social is split up similarly. The content is further personalized according to location and contact type, too, so they can be sure that everyone—from corporate clients to wedding planners—is receiving information that’s relevant to them.