To do this, we needed to have a clear idea of Marjal's Buyer Personas . On the one hand, we needed to attract retired people from European countries, such as the United Kingdom, who spend the winter months in campsites, and on the other hand, we needed to focus on (Spanish) families who frequent Marjal resorts in the summer months. Therefore, we had to develop the campaigns based on these specific Buyer Personas.
Our first step was to develop an Inbound Marketing plan that covered all the list of azerbaijan consumer email phases of the Buyer Journey through the analysis done on the Buyer Personas. Once those were defined, we created Inbound Marketing campaigns to promote direct sales to consumers . An example was the campaign created for the spring - summer 2017 season.