How to catch online sales pioneers for travel website
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  • 1. How to catch online sales pioneers for travel website Karlis Smiltens Web Marketing Manager December, 2010
  • 2. What will be our roadmap?
    • driving traffic to website
    • content as guarantee of success
    • usability above all
    • doing business online
    • Facebook FanDay to learn from
  • 3. airBaltic – fast growing airline
    • 15 years old
    • LCC from 2004
    • hybrid business model from 2008
    • transit airline in North Hub Riga
    • awarded as pacesetter
    The Airline Pacesetter Award airBaltic 2010
  • 4. Network
  • 5. STRONG BRAND PRESENCE generates traffic to website
  • 6. Social media not only for chat
  • 7. Entertain to display brand
  • 8. Good old offline
  • 9.  
  • 10.  
  • 11. Brand advocates
    • the leaders of thought
    • spread news in their community
    • will speak for your brand in tough times
  • 12. SPEAK THEIR LANGUAGE Useful content, meaningful design
  • 13. Habits are stronger than online copywriting
    • people expect to find things as they are used to finding them
  • 14. Allow to read what they searched for
  • 15. Make your call to actions clear
  • 16. Visitors need practical information
    • customers don’t come to admire website
    • they come to find answers, the sooner the better
    • they may used saved time to shop around
    • design should come from content and not v.v.
    • design helps to highlight content
  • 17. Don’t speak as Radius12 to ATC about EVRA 36R
    • importance of finding content
    • more important is to understand content
  • 18. Use social media as test-lab for content
    • helps to understand sentiment of local market
    • cultural aspects can be transformed to site content
    • followers will not hesitate to comment while website visitors will just leave
  • 19. KNOW YOUR CUSTOMERS and convert them into sales
  • 20. Online and offline shopping is different
    • online shopping is much faster
    • customer wants to be sure he/she gets best deal
    • he/she will not scan the whole web
    • trust factors are important
  • 21. Timing is important for upsell
    • right products at right time
    • targeted offers to specific segments
  • 22. Social shopping becomes more important
  • 23. Social shopping with your friends as new trend Tested and confirmed by your friends:
  • 24. WE DID, WE FAILED, WE SUCCEED Facebook FanDay
  • 25. Allow customers to improve your product
  • 26. Special does not mean good
  • 27. Ask your friends to decide
  • 28. FanDay for friends make them happy
  • 29. Results make shareholders happy
    • Interaction
    • Clear feedback on available price levels
    • Response rate from different markets/countries
    • Market demand in different seasons
    • Incremental revenue
  • 30. Keep this as shortlist in your diary
    • relay on traditional methods, but use new media to stimulate
    • highlight content with best practice from usability and functionality
    • pay attention to upsell items and by all means use data the social media & technologies can provide
    • don’t be afraid to experiment – people will forgive mistakes, but never stop blaming for unresponsiveness
  • 31. Thank you!