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EEC Presentation by Chris Baggott & Brandon Lake
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EEC Presentation by Chris Baggott & Brandon Lake


This presentation was given during an EEC webinar on April 28, 2011 by Chris Baggott of Compendium and Brandon Lake or ResMark and Western River.

This presentation was given during an EEC webinar on April 28, 2011 by Chris Baggott of Compendium and Brandon Lake or ResMark and Western River.

Published in Technology , Business
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  • Jason talks First: “Chris we are here to talk about the this new thing called Social Media” “Why are you resurrecting these dinosaurs?”Chris will talk about: How all this isn’t new from a concept standpoint. People have been advocating for years for this kind of behavior. We have just not hade the right tools. Now we do.
  • Just Search Traffic


  • 1. Using Email Marketing & Social Media Marketing
    to Drive New Customer Acquisition
    Brandon Lake
    Founder and Director
    Chris Baggott
  • 2.
  • 3. 3
    National customer base of over 300 clients
  • 4.
  • 5. Respondents’ Primary Social Media Objectives
    Source: 2010 COLLOQUY & DMA Social Media Study
  • 6. Content
  • 7. Travel, Tweets and Trends…Revisited
    Key Findings from Study
    What it means to you?
    Photos & Video
    Staff Participation
  • 8. Usage vs. Effectiveness
  • 9. Email: Relevance is Key
  • 10. Who?
    How Many?
    Identify needs and interests
  • 11. Create emails with personalized content
  • 12. Content Relevancy Maximizes Opens and Clicks
    Based on Average results for top –performing emails sent by Western River Expeditions
  • 13. Email: Personalization
  • 14. Email: Effective Strategies
    Make email an integral part of marketing
    Personalize towards 1:1 marketing
    Automate to ensure better timing
  • 15. But where do we get enough relevant content to be this personal?
  • 16.
  • 17. Blog: Effective Strategies
  • 18. Blogs provide permanence, searchability, and simple content creation
  • 19. Only 20% of your guests’ experience happens on the trip itself.
  • 20. 20% Trip Experience
    40% Anticipation
    40% “Echo” after Trip
    Source: Myriad Marketing
  • 21. Engage guests via social media
    Personalized, automatic pre-travel emails
  • 22. User Generated Content is key for limited budgets
  • 23. Dunbar Circle
    “Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."
  • 24. Automatic post trip surveys
    Generate content for testimonials on your website
  • 25. Customers create content on your blog, facebook and twitter
  • 26.
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  • 35. Average Click Through Rate of 16%
  • 36.
  • 37. Traffic Following Reminder Email
  • 38.
  • 39. Add on Bonus: Customers also posted on Trip Advisor
  • 40.
  • 41.
  • 42.
  • 43. Invite past guests to join via email
    Invite customers to join an event on facebook
  • 44. Post a group photo and ask guests to come tag themselves and connect with others
  • 45. Contests: Like us on Facebook to win a trip
    See promotional guidelines and Wildfire App
  • 46. Email as Content??
  • 47.
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  • 51. Blog Only
  • 52. Questions?
    Brandon Lake, Resmark Systems
    Chris Baggott, Compendium
  • 53. Thank You for Joining Us!
    eec members are changing the world of email marketing. Will you join them?
    • Save $150 when you join the eec or renew your current membership with
    discount code eecwebby May 31, 2011
    Subscribe to our FREE industry newsletter: www.emailexperience.org
    Contact Ali Swerdlow with any questions: ali@emailexperience.org