Top Tip - Dolphin Marketing Tools

The booking management module (BMM) offers a variety of marketing tools that allow you to analyse customer and booking data. The results of your analysis will help you drive more targeted offers and sales.

Customer Source Codes

Customer source codes allow you to keep track of all the channels used to attract new customers to your business.

For example, one travel company may rely on a referral system but another one may rely on Facebook and Instagram. These three channels can be loaded in the booking management module as customer source codes.

Once the applicable source codes are available in the BMM, they can be added within customer profiles > Other Info tab > Source Code field.

Client reports (available from Reports > Standard Reports or Reports > Advanced Reports) allow you to determine what marketing channel was more successful at attracting new customers to your business. For example, you could run the Client List report based on "Customer Source Code equal to Referral".

For more information on the customer source codes, check this article.

Folder Statistics

Folder statistics allow you to keep track of all the channels used to drive new bookings by promoting a destination or a special offer.

Once you know that all the folder statistics are available in the BMM, you can run reports (available from Reports > Standard Reports or Reports > Advanced Reports) to analyse conversion rates and ultimately find out what channel was the most successful to drive more enquiries and bookings.

For more information on the customer source codes, check this article.

Client Special Interests

Storing your clients' special interests within client profiles in the booking management module allows you to target your clientele with special offers and packages accordingly.

A special interest could be related to a specific destination (USA, South America, etc.), type of holiday (family, city breaks, all inclusive, etc.) or preferred hobby (ski, climbing, painting, classical music, etc.).

Special interests can be stored within client profiles only > Other Info tab > Special Interests box.

Client reports (available from Reports > Standard Reports or Reports > Advanced Reports) allow you to determine what clients match a specific interest and should be targeted with a suitable holiday package or special offer. For example, if you want to promote a ski package, you could run the Client Interest Mailing Label report based on "Client Interest Code List starting with %ski". This will allow you to promote this special offer only to those clients that are interested in skiing.

For more information on client special interests, check this article.

Please note that your security settings might need to be tweaked by your Dolphin administrator to give you access to certain areas of the marketing campaign module.

For more information on the Dolphin marketing functionality, sign in to access the training guide.