The document outlines KaiXo's marketing experiment plan to test interest in their target customers. They will use various digital channels like Google AdWords, Facebook ads, blogs, and email campaigns. They will advertise on these platforms and direct traffic to their website. They will also partner with tourism organizations and travel agencies to promote their initiative. Google Analytics will be used to analyze feedback metrics like unique visitors and rebound rates. Offline feedback will also be tracked through phone calls, emails, and social media messages received.

1. KAIXO

2. Marketing Experiments
To test the interest of our target customers

3. Target customers/Channel
Social Media
Google Adwords
Travelers Magazines
Specialized Blogs
Incoming Tourism Website
Basque communities abroad
Tourism Trade Fair
Incoming travel agencies in the Basque Country
Retail travel agencies in the country of origin: UK and France
Foreign Tour Operators: UK and France
Public Tourism Organization of the Basque Country: Basque Tour
Spanish Public Tourism Organization: Turespaña
International Exchange Programs
Basque Lectures Abroad
Business Schools

4. Google Adwords
 We are to open a google adwords campaign
to bring traffic to our site. This campaign will
be segmented in order to basque interests
and cultural interests, so we get to our
potential consumers.
 The invest that we will be made is around 50
euros throught out a week.

5. Social Media
 FACEBOOK. We are going to open a facebook fan page, as people don’t know
us we have to pay advertising on facebook to get traffic to our fan page. Our fan
page is going to link to our site in each picture, in the info about us, in our wall,
so people can come visit our site.
 The advertising campaign on Facebook, we will invest 15 euros telling people to
come and join our fan page. This will last for a week. This will be segment by
interest on culture and travels.
 As we are new on facebook, we are going to start following pages as Travel
magazines, Culture magazines, Culture and Travel initiative and so on. So we
can write in their walls and invite them first to our website and then to our fan
page.
 TWITTER. As on facebook we will open a twitter profile, prepare with the info
and links we need to bring them to our site. Also we will teet with mentions to
invite Travel and/or cultural magazines, Travel/cultural Initiatives and so on, to
our site.

6. Travelers Magazines
 We will email to all the writers and workers of
these type of magazines so we can invite
them to visit our site by a video edited and
presented by us. We have to do a great effort
to get those emails opened.

7. International Exchange Programs and
Basque Lectures Abroad
 As we have planed with Travelers
Magazines, we will email the group of
persons responsible of this Programs, so we
can invited them to visit our site.
 We also will ask them to publish our initiative
in their newsletters so we can have the
feedback of their subscribers

8. Business Schools
 We are going to follow the same strategic,
email the group of professionals that are
behind and invite them to visit our site.

9. Specialized Blogs
 Choose the five most important travel and culture blogs and
publish banner ads.
 Get in touch with twenty bloggers related to culture, travel and
specific discipline. Show them our project and manage to publish
a post about KaiXo.
 Advertise KaiXo in some interesting blogs through promoted
posts.
 Get in touch with journalists, who have a blog about travel or
culture and work in international media, and show KaiXo. Invite
them to register on our website if they are interested in taking
part in the Blog Trip that we are going to organize.
 Take an active part in different blogs through comments.

10. Incoming Tourism Website
 Send an email with the KaiXo’s presentation
and manage to publish information about our
project on its newsletter.
 Manage to appear in these website as
recommendation to get to know Basque
Country.

11. Basque Communities abroad
 Send an email and the KaiXo’s presentation to
Basque communities abroad.
 Organize a video conference with the Basque
associations abroad and the Basque centers so as
to explain members of these organizations our
project.
 Invite Basque centers representatives to register on
our website if they are interested in taking part in the
package tour that we are going to organize.
 Ask administrator of Official Basque Centers
website for publishing our project.

12. Tourism Trade Fair
 Attend Tourism Trade Fair to make contacts.
Manage to visit our website the visitors and
exhibitor.
 Advertisiments in the magazine of Tourism
Trade Fair.

13. Incoming travel agencies ion the
Basque country
 Conduct mailing campaigns to incoming
agencies in the Basque Country inviting
them to leave their email in exchange for
receiving an invitation to our opening event.
 Face to face visits to incoming agencies in
the Basque Country: Introduce our site and
encourage them to visit it in case they want to
obtain an invitation to our opening event.

14. RETAIL TRAVEL AGENCIES IN
THE COUNTRY OF ORIGIN: UK,
FRANCE.
 Phone call to selected travel agencies (experienced in
organising cultural trips or specialised in the Basque
Country) and introduce ourselves. Once they know a bit of
us, let them know about our opening event and invite
them to register in our site in case they would like to
follow it online. Support our phone call with an email
afterwards.
 Invite these companies to be our friends in our Facebook
fan page.
 Encourage them to participate in the Facebook raffle of an
orientation trip to the Basque Country.

15. FOREIGN TOUR OPERATOR:
 Phone call to tour operators specialised in
cultural trips to introduce our project. Invite them
to leave their contact details in our site in case
they are willing to receive our visit to know each
other.
 Example: Martin Randall Travel:
http://www.martinrandall.com/

16. PUBLIC TOURISM ORGANIZATION OF
THE BASQUE COUNTRY: BASQUETOUR
 Create an article to request it´s publication in the monthly guide "Disfrutar de Euskadi ".
Encourage Basquetour to visit our website and let the e-mail to continue receiving our
articles.
 Participate in all Basque Government's social profiles by posting a call to action: visit
our page. These are the channels:
 Basque Country thematic YouTube channel.
 “viajando por Euskadi” forum.
 Mailing volunteering to host the next fam trip or press trip they promote ( the
government). Let them know that if they are interested they can leave their email at our
site and we will contact them.
 Perform tracking where the Basque Government advertises and put there a banner that
links to our website.
 Send a company video presentation where it's indicated that for more information they
can leave their email on the web to receive more info.
 Participar en la comunidad virtual de embajadores de Euskadi proponiendo planes en
nombre de Kaixo (http://www.euskadisaboreala.es/es/) enlazando a nuestra web.
 Participate in the virtual community of "ambassadors of the Basque Country"
(http://www.euskadisaboreala.es/es/) suggesting things to do and see in the Basque
Country. Publish all our suggestions with a link to our website.

17. SPANISH PUBLIC TOURISM ORGANIZATION:
TURESPAÑA (Instituto de Turismo de España)
 Mailing ofreciéndonos a organizar el siguiente fam
trip press trip que se promueva desde Turespaña
al País Vasco. Aclarar que si están interesados
dejen su dirección en la web y nos pondremos en
contacto con ellos.
 Emailing volunteering to host the next fam trip or
press trip arranged by Turespaña in the Basque
Country. Let them know that if they are interested
they can leave their email at our site and we will
contact them.

18. FEEDBACK ANALYSIS

19.  Google Analytics
 KPI’s
 Google Adwords Rates
 Facebook Advertise Rates

20. Google Analytics
 This tool will help us to prove if we woke up
an interest on our potential consumers.
We will focused on:
Unique visitors
Rebound Rate

21.  This indicators will help us to know the
feedback that we are going to have out of
our website (off line).
-Number of phone calls (with the aim to
get more info)
-Number of mails answered
-Number of messages left on our fan page
or Twitter account