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Transcript

  • 1. Marketing Associate at Flipkey
    marketing strategy and campaign schedule
  • 2. Grunt Work….
  • 3. SWOT = Be Honest
    Strengths: Unique value proposition
    Weaknesses: Name & solve
    Opportunities: Name & market
    Threats: Prospect’s time & budget
  • 4. Strengths
    Media Mentions
    TripAdvisor
    Promotions & Discounts
    Unlimited Photos
    Competitive Pricing
    EASY & FUN
  • 5. Weaknesses
    Start-up: new, need to spread brand, create voice, stand out.
    Website Traffic
    Revenue & Cash flow?
  • 6. Opportunities To
    Spread Brand (Tripadvisor!)
    Help with cost-effective vacations
    If economy tanks, discounts look better and renters are desperate to rent
    If economy gets better, people have more money to spend on vacations
    Appeal to Businesses and Owners and Vacationers
  • 7. Threats
    Vacation Time – Consider Seasons
    Budget – How much money does the company have to spend?
    Budget – Competitive payment plans? Free trial then $299/month?
  • 8. Series of Campaigns!
  • 9. Consider INBOUND Marketing
    Helps to warm clients to company, voice of company bring clients to sales
    Relationships  loyalty
    People are ONLINE
    Reach more people at once
    Remember AudienceS
    Vacationers
    Businesses (management?)
    Rent-by-owner
    Prospective renters
    Prospective vacationers
  • 10. Website Traffic: Numbers, Patterns, Competition
  • 11. WHY FACEBOOK?
    22%: people online are on FB
    55 minutes: Average time on FB
    95%: Users only look at Newsfeed
    Consider Opportunities to reach out…
    • Demographic: young people
    • 12. Population of FB (It would be the largest country)
    • 13. Influence
  • FACEBOOK CAMPAIGN
    EDGERANK: AFFINITY, WEIGHT, DECAY
    Goals:
    Increase fans
    Appear on fans’ newsfeeds
    How to Achieve Goals:
    1. Cross-promotion on Twitter, blog, website
    be visible
    2. Use photos
    3. Encourage comments
    4. Keep text short
    5. Use full links
    6. Don’t post through third party apps
    7. Post when fans are online (measure traffic)
    Measure?
    Facebook rewards and punishments
    Survey idea numerical value of a fan
  • 14. TWEET YOUR HEART AWAY
    Goals:
    Increase followers
    Bring traffic to website/sales
    Plan:
    Put all content on Twitter: questions, blogs, news, vacations, questions, links to website etc.
    Measure:
    RT, @Mentions, who is doing what you’re asking them to do?
    Sentiments
    Word clouds
    Observational Notes – Rebrand, Relaunch
  • 15. EMAIL MARKETING
    Segment customers
    Monitor website behavior – Google Analytics– “Lead Scoring”
    Lead Nuturing
    Use that monitoring to further segment customers according to where they are in the process of taking action
    A/B Testing
    Create email schedule
  • 16. Blog & Website
    SEO strategy: SEO Moz or 2-4% keyword volume
    Inbound links (reputation)
    Word cloud
    Topics ideas from Twitter, FB, LinkedIn
    Measure traffic and source of traffic
    Research competitive companiesaccess what’s working and what’s not working
  • 17. Chronology of Campaigns
    1. Research
    • Competition, language, clientbase
    2. Blog
    • Tailor content to research findings
    3. Social Media:
    • Get fans, followers by GIVING them something: discount (trial!), interesting information, interesting stats. Be the hub that people rely on.
    • 18. Build Database of Clients and access where they are in the process of purchase.
    • 19. Consider patterns/seasons for all content writing. (Generally, good seasons: March, June-August, November-Early January)
  • Senior Marketing Associate
  • 20. Additional Ideas and Considerations
    Time differences – contacts will be in different time zone. Schedule tweets, updates, etc. to sync with their zones
    Research European sites/ competition
    Communicate cultural standards and expectations