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Simple but Effective Online Marketing for Tourism Jeannie Shapiro jeannie@ebxp.com. 25 th January 2008. Jeannie Who?. Travel & Tourism Sales & Marketing Specialist – 20+ years experience Developed strategy programmes for leading brands and companies including YHA

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Simple but Effective Online Marketing for Tourism Jeannie Shapiro jeannie@ebxp


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    1. Simple but Effective Online Marketing for Tourism Jeannie Shapiro jeannie@ebxp.com 25th January 2008

    2. Jeannie Who? Travel & Tourism Sales & Marketing Specialist – 20+ years experience Developed strategy programmes for leading brands and companies including YHA England & Wales, Bluewater Shopping Centre, Flight Centres, Thomson/Tui, Moss Bros Hire and VisitBritain Director of BETA (British Educational Travel Association), Co-Chair of VisitBritain’s Youth Marketing Action Group and member of VB’s North American Interest Group and Owner/Director of ebxp Ltd – leading e-brochure company in the UK 25th January 2008

    3. Who is ebxp? First UK e-brochure company established in 2002 Our philosophy: Quality is King Good Customer Service Hands-on Project Management Deliver Experience and Excellence Value for Money Acknowledge the Importance of Brand Value Our values – Experience, Reliability and Service! 25th January 2008

    4. ebxp Clients? To name a few: • Tourism Ireland • Barbados Tourism Authority • Maison de la France • Tourism SouthEast • Kent Tourism Alliance • Butlins • First Choice • Austravel • Star Alliance • Thai Airways • Jumeirah Travel & Tourism is a speciality! 25th January 2008

    5. What does ebxp do? Websites & Microsite - design & builds Banner designs & builds e-blasts & e-newsletters e-brochures – our USP! 25th January 2008

    6. What can I do for you today? By presenting case studies from Tourism Organisations such as Tourism Ireland, Barbados Tourism Authority and Tourism South East, we will demonstrate how easy and cost-effective digital marketing tools such as e-brochures can be… 25th January 2008

    7. All roads lead to your website! No matter what marketing you do, make your website the basis/focus for all you do Without a clear, easy to navigate and attractive site giving good detail, marketing whether off-line or on-line is wasted And it really is the most cost-effective marketing tool you have 25th January 2008

    8. Some interesting e-Stats Internet users and penetration in the UK 2005-2011, according to eMarketer: • 2005: 33.7 million (55.8%) • 2006: 35.1 million (57.9%) • 2007: 37.2 million (61.2%) • 2008: 39.1 million (64.2%) • 2009: 42.3 million (69.2%) • 2010: 44.2 million (72.1%) • 2011: 45.0 million (73.2%) UK Internet users aged 55+, the so-called silver surfers, are set to overtake 35-44 year olds as the demographic age group with the largest representation online, according to Hitwise. Those aged 55+ accounted for 22% of UK visits to all categories of websites in the four weeks to 12th May 2007, up 54% since 2005 and 40% since 2006. This compares to 23.5% of Internet visits from 35-44 year olds 25th January 2008

    9. …Some more e-stats… 31% of online British adults plan to conduct all of their holiday planning, including bookings, online in 2008. A further 36% plan to conduct most of their planning online, while only 4% will avoid the Internet for travel purposes in 2008. While 76% of holiday planning Brits use the Internet to research their destinations, only 66% use it to book flights and accommodation. These sales rates could be improved if websites enhance their design and navigation to become more user-friendly. The study also shows that online Brits place far greater trust in friends, family and fellow Travellers through online reviews than they do in travel agents, books or newspapers when seeking travel advice. Logan Tod & Co 25th January 2008

    10. But if you just build it, they won’t just come… You need to push, pull and drive potential customers to your site! Ways to do that: e-brochures Banners Rich media and movement is eye-catching (but not too much!) Search Engine Optimisation – both natural search & paid Partner Marketing Make sure you use off-line marketing! 25th January 2008

    11. So why e-brochures ? Reduces print and distribution costs Reduces the time it takes to send information Can be distributed by email, e-blasts, downloaded from a website or via CD/DVD Can be linked to other digital publications and/or websites Can be stored for repeat viewing off-line Encourages customers to pass on to friends and colleagues – instant viral marketing Can be measured Can be regularly updated – quickly and inexpensively Shows concern for the environment 25th January 2008

    12. Some Case Studies of Travel & Tourism Organisations using e-brochures as part of an integrated campaign 25th January 2008

    13. Tourism Ireland Case Study Tourism Ireland ‘Market e-Books’ TI is amongst the first destination marketing organisation to make full use of e-brochure technology. Printed materials are still one of the key marketing tools employed by TI. They produce all-island ‘Market Books’ which act as the main fulfilment piece for all enquiries, advertising responses and for distribution at trade and consumer promotions. The TI ‘Market Books’ are published in 10 languages across 13 markets. 25th January 2008

    14. Tourism Ireland Case Study The objective of this project was to convert ‘Market Books’ into digital e-brochures. Although based on a single template, each is tailored towards the demands of the market in which it was published including carrying different advertisements. The digital format also offers a platform for trade & industry partners by enabling Consumers to link directly through to accommodation and other product providers. TI have numerous other printed brochures based on drivers such as Sport and Leisure Activities and have a commitment to produce all publications into digital format. The next one due is their touring guide called Rainbow Routes and will have the facility to allow the user to produce their own, customised Itineraries instantly. 25th January 2008

    15. Tourism Ireland Case Study 25th January 2008

    16. Tourism Ireland Case Study 25th January 2008

    17. Barbados Tourism Authority Case Study BTA e-brochure Contact centre receives 100k+ brochure requests per year BTA sought a more focused, cost efficient way to bring product to market e-brochure contains key consumer messages on Barbados as a holiday destination The e-brochure also has an indexed accommodation chapter. This prime space was offered to hoteliers and helped the BTA fund their e-strategy – e.g.£50-100 per partner went a long way at 50+ partners! 25th January 2008

    18. First Choice Case Study First Choice e-brochure e-brochure on CD-rom Distributed to coincide with tv advertising sponsorship Had over 100 pages and 800 deep links for 3-click booking process 220k CDs inserted into Mail on Sunday in Carlton Area 30k sent DM to targeted customers on First Choice database High conversions on those who clicked deep links 25th January 2008

    19. Tourism SouthEast Case Study TSE runs 3 Integrated ‘Themed’ Campaigns per year Elements include: Printed Guide for distribution via Media Partner PR Campaign microsite e-brochures Competitions – drive entries to website and complemented by advertorial Online Advertising – placing banners and skys on appropriate sites to generate traffic PPC E-Newsletters – regular communication Blogs & UGC (user-generated content) 25th January 2008

    20. Tourism SouthEast Case Study TSE Campaign KPIs No. hits on website, contacts/enquiries made No. of unique visitors to campaign landing page No. of registrants opting in to the database Hyperlink clicks from the e-brochure to partners No. of ‘forward to a friend’s Click-thrus to campaign website from e-marketing including banner ads Visits from the e-brochure to the website 25th January 2008

    21. Tourism SouthEast Case Study How has TSE made their e-guides work harder? Give prominence to the e-guide on homepage Use the cover as motivation to click thru Include e-guides in all newsletters Encourage media partners and third party partners to distribute Promote in on and offline media and PR discussions Use simple, motivational text and bullet points Use Inspiring images Push more click-thrus to partner websites Include added value offers and coupons Encourage newsletter sign-ups and competition link for data capture 25th January 2008

    22. Tourism SouthEast Case Study 25th January 2008

    23. Tourism SouthEast Case Study 25th January 2008

    24. Tourism SouthEast Case Study 25th January 2008

    25. e-Marketing doesn’t have to cost the earth! Be inspirational – great images go a long way! Be clear with your copy Engage your customers – encourage contact and build your database Communicate with your database - word of mouth is the best form of advertising Reuse your elements making sure you can update & amend easily and cheaply Work with partners Barter opportunities 25th January 2008

    26. THANK YOU ! 25th January 2008