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Internet Marketing Strategy - Altra Umbria
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Internet Marketing Strategy - Altra Umbria


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Internet marketing strategy presented to Altra Umbria, an Umbrian travel agency located in Italy. Proposed suggestions include SEO and many simple "upgrades" to the site, to better communicate to the …

Internet marketing strategy presented to Altra Umbria, an Umbrian travel agency located in Italy. Proposed suggestions include SEO and many simple "upgrades" to the site, to better communicate to the target audience of American and British tourists.

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  • This is especially critical because most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed in those first two pages. Although there are additional costs for placing Altra Umbria on an SEO, it will bring more potential customers to their website. For example, if an online browser types in Slow Travel in Italy, Altra Umbria will come up on one of the pages, priority is dependent on the amount of money the company pays and the number of clicks it receives.
  • Transcript

    • 1. Caitlin Beeler
      Paige Hannah
      Whitney Lochridge
      April 10, 2008
    • 2. Presentation Content
      What We Found
      Marketing Mix: The 4 P’s
      Hofstede’s Cultural Dimensions
      Presenting AltraUmbria
      Suggested Website Improvements
      Marketing AltraUmbria
      Building & Maintaining Customer Relationships
      Final Thoughts
      April 10, 2008
    • 3. What We Found
      Reviewed competitive companies offering similar services
      Benchmarked AltraUmbria against competitors
      Identified weakness in various areas
      Website Marketing
      Company Presentation/Mission
      April 10, 2008
    • 4. AltraUmbria’s Marketing Mix
      Range, depends on activities and time span
      €25 +
      Word of Mouth
      Some Advertising
      Personal Selling
      April 10, 2008
    • 5. Hofstede’s Cultural Dimensions
      USA & UK
      Low Power Distance
      Low to Medium Uncertainty Avoidance
      Medium Power Distance
      High Uncertainty Avoidance
      April 10, 2008
      • Low Power Distance
      • 6. Individual
      • 7. Feminine
      • 8. Medium Uncertainty Avoidance
    • Presenting AltraUmbria
      Develop company mission statement and define company goals
      The mission of AltraUmbria is to provide an authentic Italian experience.We believe in the philosophy and practice of Slow Travel and our services allow every traveler to live la dolce vita.
      Differentiation of Company
      Motto/Slogan: “Savoring the Journey”
      Thoroughly explain Slow Travel
      April 10, 2008
      Slow Travel allows one to experience a deeper and more unique type of travel different than typical tourism. Rather than viewing travel as a way of getting there, it is a way of being.
    • 9. Suggested Website Improvements
      Professional Translation
      Visual Aesthetics
      Color Scheme
      Removal of Visual Clutter
      Tabs, Spacing
      Links to 3rd Party Websites
      Slow Travel
      Companies AltraUmbria works with
      Interactive, Detailed Maps
      Show where travel is happening
      April 10, 2008
      Wine Tasting Workshop with Chianti
      Horseback Riding with Tuscany Adventures
    • 10. Suggested Website Additions
      Detailed Explanation of Activities
      Sample Itineraries for each Demographic
      Online Reservation and Payment Capabilities
      Transportation Information
      Message Board for Customer Feedback
      Photo Galleries
      April 10, 2008
      Hike through the hills of Umbria and Tuscany, Visit caves and waterfalls and enjoy a light lunch in a scenic location. Offered year round
      Escorted wine tours with bilingual tour manager, along the Umbrian Wine Roads, visit of cellars, wine tastings, sightseeing at hamlets and shopping. End of August-September
      Visit olive mills, oil museums, and participate in an olive oil guided tasting. November-December
      Message boards allows previous customers to share their experiences with potential customers. AltraUmbria can also monitor the conversations to improve the companies services to meet the needs of the customers
    • 17. Gallery
      April 10, 2008
    • 18. Marketing AltraUmbria
      High/Low Season Pricing
      Brochures and Business Cards
      Increased Advertising in Print
      Local Newspapers, Travel Magazines
      Distribution of brochures at travel agencies
      Search Engine Optimization (SEO)
      Makes the web pages more attractive to the search engines such as Yahoo or Google. 
      The better optimized the page is, the higher a ranking it will achieve in search engine result listings. 
      April 10, 2008
    • 19. Building & Maintaining Customer Relationships
      Itinerary Sent Beforehand
      Message Board for Customer Feedback and Communication
      Evaluation/Comment Cards
      Gift for Customers and Discounts for Returners
      Holiday Cards
      April 10, 2008
      Brochures on all the events and Activities Altra Umbria Offers
      Complementary bottle
      of Olive Oil
      Complementary bottle
      of Umbrian Wine
    • 20. Final Thoughts
      Company has great potential
      Strengthen Marketing Mix
      Increase Advertising & Promotions
      Implement Changes & Additions to Website
      Build & Maintain Customer Relationships
      April 10, 2008
    • 21. Sources
      April 10, 2008