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How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
How Travel Marketers Can Market Smarter for the Holidays slides
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How Travel Marketers Can Market Smarter for the Holidays slides

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Travel marketers, your industry is changing, especially when it comes to email. Subscribers expect you to send them targeted, personalized messages based on where they’ve been, what they’ve searched …

Travel marketers, your industry is changing, especially when it comes to email. Subscribers expect you to send them targeted, personalized messages based on where they’ve been, what they’ve searched for on your website, and other criteria. With the holiday season quickly approaching, you can’t just blast emails to customers based on what destinations, deals and promotions you want them to see. Instead, learn how to prepare personalized email campaigns now that will lead to success later.

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Transcript

  • 1. HOW TRAVEL MARKETERS CAN MARKET SMARTER FOR THE HOLIDAYS
  • 2. TWEET! Tweet about this webinar using #SmartTravel Follow: @WhatCounts @timbrechlin @ugigirl 3
  • 3. TODAY’S SPEAKERS Tim Brechlin Inbound Marketing Manager WhatCounts, Inc. 4 Joy Ugi Digital Marketing Coordinator WhatCounts, Inc.
  • 4. CONTEXT 5
  • 5. • Google continues to make inroads into travel (Flight Finder, Hotel Search) – Field Trip app for Android and iOS is a game-changer • TripAdvisor ranked as “most trusted” website on the Internet • Budgets are tight • Next-generation travelers are smart travelers • Holiday inboxing is always a challenge CONTEXT 6
  • 6. SO LET’S MARKET SMARTER FOR THE HOLIDAYS! 7
  • 7. ARE YOU PERSONALIZED? 8
  • 8. ARE YOU PERSONALIZED? • The game has changed… – Using dedicated ESPs, segmentations, first-name values was good at first – But “personalization” goes deeper than that
  • 9. SMART, PERSONALIZED MARKETING 10 ENHANCED DATACLIENT DATA SYSTEM DATA 3RD PARTY ANALYTICS EMAILWEB SOCIAL MOBILE
  • 10. PERSONALIZATION BY AFFINITY • For travel marketers, affinity marketing is one of your greatest personalization tools – If someone came to your destination at this time last year, try and get them again – If you collected information by interest, let subscribers know of anything new and exciting in those particular areas 11
  • 11. BE EVERYWHERE YOU CAN BE 12
  • 12. BE EVERYWHERE 13 • By the very definition of marketing, you have many competitors • If you aren’t everywhere humanly possible, something has gone horribly wrong • Set expectations - make sure your readers know what to expect from your emails • Frequency (daily, weekly, monthly…) • What day (Tuesdays, 1st Saturday, 15th of the month…) • What time (overnight, morning, afternoon, evening…) • Content (news, special offers, promotions, announcements…)
  • 13. MAKE IT AS EASY AS POSSIBLE TO OPT-IN • Sign-up form on website • SMS • Facebook Page Tab • Facebook Connect • QR code at your hotel front desk • Those addresses are your most valuable asset! 14
  • 14. MAKE IT AS EASY AS POSSIBLE TO OPT-IN • WhatCounts Client Visit Baltimore did an SMS-to-opt-in promotion for the Sailabration event • Users who opted-in received Baltimore-area deals and hotel promotions to encourage return bookings 15
  • 15. BE READABLE EVERYWHERE • Being everywhere means that it’s imperative to be readable everywhere • It’s finally happened: >50% of emails are opened on mobile – Source: Experian • Just because someone is on a mobile device doesn’t mean they’re on the go – More than 60% of purchases made on mobile actually happen while at home • Source: PayPal 16
  • 16. EMBRACE THE SEASON 17
  • 17. EMBRACE THE SEASON • Think back to context (TripAdvisor most trusted site) – Authenticity and authority is what travelers want • If you’re marketing the Midwest, the holidays will be cold and snowy – Don’t cover it up, embrace it – just as some people like to go to Florida, some people like to vacation in the frozen tundra • What gives your audience a warm, fuzzy feeling? 18
  • 18. EMBRACE REVIEWS 19
  • 19. EMBRACE REVIEWS • Online review sites (TripAdvisor, Yelp, etc.) are your friends • Reviews have huge impact upon search 20 Digital Marketing World
  • 20. EMBRACE REVIEWS • Overcome the “certainty gap” • Planning a trip isn’t the problem: Having the confidence to pull the trigger is • “Travel is composed of thousands of questions, challenges and concerns. Your job is to convince the traveler they can overcome them.” – Troy Thompson, Principal, Travel 2.0 Consulting Group 21
  • 21. CONVERGE 22
  • 22. CONVERGE • Web, email, mobile and social should all be supporting one another • Identify your success metric and ask yourself how each channel can help you achieve it • Make sure the cross-channel experience is consistent • Never forget: At its core, travel is aspirational – “I need to see / do / experience more” 23
  • 23. REWARD 24
  • 24. REWARD • Identify and reward your top customers • Airline / travel agency: ID VIPs and give them a discount • CVB / DMO: ID frequent travelers and social evangelists and offer a “carrot” to entice a return visit • Solicit customer reviews (drip campaign post-visit) and offer a drawing or discount to support retention – Reminder: Your audience is asking, “What’s in it for me?” 25
  • 25. REWARD • Ask yourself what gives your audience the warm, fuzzy feeling • Don’t offer rewards that are incongruent with your branding – A city known for restaurants probably shouldn’t offer a drawing for a quilt • Don’t offer rewards that are too expensive / valuable to you – While returning customers are valuable, don’t focus on them at the expense of new customer acquisition – Also don’t want to train people to only engage with you when there’s a carrot involved 26
  • 26. GET INTO THE INBOX 27
  • 27. • Historically, inbox placement gets more difficult beginning in November – Email volume increases significantly, putting more strain on servers, hence tightened filters • Many messages either get bulked or go missing entirely • There are many reasons for this, but: – You can still win! GET INTO THE INBOX 28
  • 28. • Gmail has traditionally been one of the more restrictive B2C filters • Strongly engagement-based • Important to suppress inactives – Previous wisdom was 1 year – Now: 6 months • Keep content fresh GET INTO THE INBOX: GMAIL 29
  • 29. GET INTO THE INBOX: YAHOO! 30 • Yahoo! changed the email marketing landscape last month when it released all unclaimed addresses without a login <1 year • Though initially it wasn’t thought that old addresses would be recycled into spamtraps, that may no longer be the case • Essential to suppress inactive Yahoo! addresses and set bounce-outs to 1
  • 30. ALWAYS, ALWAYS EMPLOY BEST PRACTICES • Honor opt-outs and unsubscribes • Monitor your complaint rate and IP reputation • Don’t send to unengaged subscribers • Don’t buy a list • Understand that not all subscribers’ value is equal – it’s OK to say goodbye 31
  • 31. QUESTIONS? 32
  • 32. NEXT WEBINAR 33
  • 33. NEXT WEBINAR WHATCOUNTS Title: Deliverability: Get Your Emails Into the Inbox! Feat.: Brad Gurley, Director of Deliverability, WhatCounts Date: October 16, 2013 Time: 2:00 p.m. ET http://www.whatcounts.com/email-marketing-resources/webinars/delivery-webinar/
  • 34. CONTACT US 35
  • 35. CONTACT WHATCOUNTS WhatCounts, Inc. 3630 Peachtree Road, NE Suite 900 Atlanta, Georgia 30326 1-866-804-0076 www.whatcounts.com Twitter: @WhatCounts sales@whatcounts.com
  • 36. THANK YOU FOR ATTENDING! 37

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