SkyTrek Tandem Hang Gliding and Paragliding Makes Better Business Decisions With Wherewolf
Ian Clark knows about getting up close and personal with his customers. As co-owner of SkyTrek Tandem Hang-Gliding and Paragliding in Queenstown, New Zealand, he accompanies people on the ride of their lives, as they launch off Coronet Peak and soar over the valley below.
The daily flights off Coronet Peak have always been a carefully orchestrated activity, but for many years Clark would not have said the same about his marketing and advertising efforts.
“We had paper forms for the customer fill out, and then those forms had to be filed, collated, and eventually would end up in a paper box, ” said Ian. The data collected in those forms was rarely entered into a usable format for analysis, rendering the information useless.
As Ian looked to measure the effectiveness of their marketing and advertising, he had no useful data to rely upon. Ian saw the opportunity to shift to digital registration to streamline his guest check-in experience while building a database.
The tourism operator implemented Wherewolf in 2013 and is now using customer data in all of their their sales and marketing decisions.
And as an added bonus, Wherewolf has enabled SkyTrek Tandem Hang Gliding and Paragliding to eliminate paper waivers to be more eco-friendly, while also collecting more marketing data than the old paper forms could have.
Instant Access to Marketing Data
Ian no longer has to wait for weeks or months for staff to enter data into a spreadsheet (if at all), and can quickly access real-time data.
The Wherewolf Dashboard gives Ian an easy-to-use interface to run numbers, filter by different audiences or activity, and see customer trends.
“We can access the information from anywhere, at any time, immediately after we’ve gathered it – whether that is in the field, on the mountain, or in the office”, says Ian.
This information includes where their customers are coming from, age, gender, and how they heard about SkyTrek Tandem Hang Gliding and Paragliding. It has proved instrumental in the company targeting their advertising spend to get more bang for the buck.
“Data has made it easy to make decisions about marketing spend which we otherwise would have found quite difficult to make…this has led to quite substantial savings”, Ian says.
As a small operator without a dedicated business development team, making budgeting decisions can be difficult and without the right information, costly. Using Wherewolf’s means that operators can focus on the fun, while details take care of themselves.
This article was written by Victoria Crockford, a content editor and writer at Wherewolf. You can reach her at [email protected].