SlideShare une entreprise Scribd logo
1  sur  18
Télécharger pour lire hors ligne
Getmeaguide Digital Strategy
Market Segments, Targeting & Promotions
Vision Statement – Getmeaguide to be one of the world’s leading portals that connects travellers and tour guides
 Getmeaguide is a portal that will connect travellers with tour guides across the world.
 The aim is to put the traveller in control and the tour guides will bid for business as in an auction system.
 The strategy sets out the state of this market and the major competitors that Getmeaguide will be going up
against. And from this we have established the objectives that we want to achieve and the strategy and tactical
tools that will allow us to reach our vision.
 The differential advantage is that the traveller is in control and the tour guides bid for business and we will
highlight this in all communications
Executive Summary
 The benefit to travellers is that they don’t waste time with guides that don’t respond or are lousy or who are
too busy
 The review and rating system ensures that clients make informed decision when choosing a tour guide and
avoid any that have negative reviews.
 The benefit to tour guides is that they have regular work and through maintaining good work standards, this
can be revealed in their profile and will win them more work and increase their earnings.
 Our platform will also eliminate the need for intermediaries and save increase the income of tour guides by
over 50%.
 To keep clients and travellers safe, all guides are vetted and they should maintain a minimum positive
feedback to continue having the privilege of bidding on the site.
Executive Summary
 The tour guide industry is a growth area and in the US alone there are over 34,000 tour guides
(1). They work in a wide range of industries like museums, historical sites, public buildings and art galleries.
 Many tour guides have second jobs so that they can make a living outside of the peak season
(2). Our platform will make it easier for them to find work outside of the peak summer season.
 Tourism is a growth industry and in 2013 it grew by 5% to 1.07 billion and a UNWTO forecast for 2014 is that
it will grow by 4 – 4.5% (3)
Market Analyses
SWOT Analysis
Strengths
 Database of registered tour guides
 Strong knowledge of tour guide industry
Weaknesses
 Unknown brand
 Financial resources to take it to mass market
Threats
Rise in global violence and war
Security threats
Opportunities
Growth in global tourism
Europe has experienced the fastest growth at over 5%
Competitors
http://www.toursbylocals.com/
Connects travellers with local guides. Based in Canada with a worldwide presence. A good Alexa Rank of
65,000 revealing it is an established site with high traffic volumes. But the main searches according to Alexa
are not for the brand. On Google PPC and Organic Search.
Competitors
https://www.vayable.com/
Emphasises the joy to be had as a group with local tour guides. An established brand with the primary search
keyword being ‘Vayable’ showing strong brand awareness.
Objectives
1. 5000 UK registered travellers by 31 Aug 2015
2. 20,000 registered global tour guides by 31 Aug 2015
This is a ratio of 1:4 and means tour guides have a great
chance of winning a job whilst ensuring that they put
forward a good proposal and work towards a positive review.
Target Market (Segments)
There are two primary markets we will be targeting with various segments within. Our
promotional tools will target these two markets
1.Travellers - relatively wealthy and seasoned UK travellers who want a private tour
guide for say 200-400 EUR a day. Age is 25 – 49 year old males and females and reside
mostly in large cities like London
2. Tour Guides – Our primary target is tour guides located in Western Europe and the
USA.
Product
 Our product is a portal where travellers post a job and tour guides in the specific country bid for the job.
 It includes:
 Website – responsive
 Mobile app
 Video
 Review and rating system
 A multi-language website that changes language according to the browser language settings of the visitor. Or
they can choose a language when they arrive at the site.
Product
 Prospects will post a job and tour guides will bid any amount they want. Then prospect is free to choose any
proposal they want based on the bid amount, reviews, location and experience of tour guide.
 Each tour guide will have a page that includes information about their service, what their rate is, which sites
they cover, reviews and ratings and other personal details like their name, how long they have been on the site
and when they are available.
Price
 We will take a commission of 10% for every booking made by a traveller on our platform.
 Our pricing takes into consideration all the services we offer and the cost of running Getmeaguide which
include advertising costs, staff, hosting and other variable costs.
Promotions Mix
We are launching in Western Europe and USA and will roll out to the rest of Europe and around the globe.
PPC
 PPC – Bing and Adwords –Our launch campaign will be for UK travellers and will begin in Western European
nations – France, Germany, Italy, Spain and Portugal – and the USA.
 90,000 visitors from the next 6 months on a £3000 monthly budget and Average cost per click (CPC) of 20p.
This will bring us 15,000 visitors from PPC per month and over the next 6 months that would be 90,000
visitors. So we will be looking at a conversion rate of about 5% to achieve objective 1.
 Boost campaign spend and CPC rates during the summer months.
Promotions Mix
Search Campaign– At launch we will create a Search UK campaign targeting our primary target of wealthy
travellers looking for a tour guide in the major cities and locations of Western Europe and the USA. This will be a
direct response campaign and we will be seeking to get people to sign up
Display 1– A display campaign to run in the UK to raise brand awareness amongst our target market and we
will create banners and place them on sites that are part of the Google Adsense programme and frequented by
our target audience – these include news sites, financial sites, entertainment sites and other sites like tourist
sites we’ve identified as visited by our target demographic
Display 2 – A display campaign targeting tour guides in the destinations our travellers are looking to visit. So it
will have different banner Ads that will be placed on tourist sites and competitor sites that tour guides are likely
to visit.
Marketing Mix - Place
Online PR
 Press Releases – At launch – Hire a PR expert to write and publish a press release about the launch of
Getmeaguide highlighting the differential advantage, strengths and benefits of the service
SEO
 We will research keywords that people use when looking for our services and will include these in the Title and
meta tags and in website content.
 We will setup Google Analytics tracking, Google and Bing Webmaster Tools to measure and manage the traffic
coming to the site and use this data to optimise the website content
Social Media
 Setup Twitter, Facebook and Google+ accounts and hire a freelance social media expert to create the cover, the
look and manage the accounts each month
Marketing Mix - Promotions
Affiliate Marketing – We will work with affiliates on one or more of the leading affiliate networks such as
Affiliate Window or Commission Junction to drive traffic to our site and increase conversions. Affiliates will be
paid a commission for sending new travellers to our site who register and then post a job. This will be set at 5%
of the total amount of the job posted
Video – Create a promotional video, no longer than 2 minutes that highlights the key features and benefits of
Getmeaguide. The video will be posted to YouTube and other video sites and we will create a campaign in
AdWords to promote it on YouTube.
Remarketing
Many visitors to the site will leave without registering or posting a job, so we will want to retarget them with
banner Ads as they use other websites in their course of using the internet. This is to remind them of our site
and get them to come back and register or post a job.
Budget
Cost Responsibility Date
Adwords/Bing £3000 Mike 1 April
Online PR £60 Mike 1 April
Affiliate Marketing £300 Mike 1 May
SEO £200 Mike 1 April
Video £150 Pierre 1 April
Social Media £100 Mike 1 April
Web Development £5000 Pierre 9 Feb
Logo £100 Pierre 9 Feb
Trademark £170 Pierre 9 Feb
Total £9080
 This is the launch budget that will help us achieve our objectives
Appendix
http://www.bls.gov/oes/current/oes397011.htm
https://nationalcareersservice.direct.gov.uk/advice/planning/jobprofiles/Pages/touristguide.aspx
http://www2.unwto.org/facts/eng/vision.htm
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/unwto_barom14_01_jan_excerpt.pdf

Contenu connexe

En vedette

The Convergence of Retailers and Publishers
The Convergence of Retailers and PublishersThe Convergence of Retailers and Publishers
The Convergence of Retailers and Publishersdunnhumby
 
WavuDigital Overview
WavuDigital OverviewWavuDigital Overview
WavuDigital OverviewWAVU Digital
 
GoodCall - Getting to your first 100k MRR with Outbound Sales
GoodCall - Getting to your first 100k MRR with Outbound SalesGoodCall - Getting to your first 100k MRR with Outbound Sales
GoodCall - Getting to your first 100k MRR with Outbound SalesNick Court
 
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy ExampleHICHAM SAAF
 
Building market PR cases 2014 №2
Building market PR cases 2014 №2Building market PR cases 2014 №2
Building market PR cases 2014 №2Publicity Creating
 
Kickstart your PR campaign!
Kickstart your PR campaign!Kickstart your PR campaign!
Kickstart your PR campaign!SAGMedia
 
Клиент: Unitech bau (строительство и архитектура 2002)
Клиент: Unitech bau (строительство и архитектура 2002)Клиент: Unitech bau (строительство и архитектура 2002)
Клиент: Unitech bau (строительство и архитектура 2002)Publicity Creating
 
Holistic view on science communication in Thailand
Holistic view on science communication in ThailandHolistic view on science communication in Thailand
Holistic view on science communication in ThailandPat Pataranutaporn
 
PR cases for industrial enterprises
PR cases for industrial enterprisesPR cases for industrial enterprises
PR cases for industrial enterprisesPublicity Creating
 
Finding And Generating News
Finding And Generating NewsFinding And Generating News
Finding And Generating NewsBrett Atwood
 
Inodesain Jayautama Mandiri
Inodesain Jayautama MandiriInodesain Jayautama Mandiri
Inodesain Jayautama MandiriHerry Atwar
 
PR campaign for National liver foundation
PR campaign for National liver foundationPR campaign for National liver foundation
PR campaign for National liver foundationTasneem Jariwala
 

En vedette (16)

DCEB-DigitalStrategySession-Jan24th
DCEB-DigitalStrategySession-Jan24thDCEB-DigitalStrategySession-Jan24th
DCEB-DigitalStrategySession-Jan24th
 
The Convergence of Retailers and Publishers
The Convergence of Retailers and PublishersThe Convergence of Retailers and Publishers
The Convergence of Retailers and Publishers
 
WavuDigital Overview
WavuDigital OverviewWavuDigital Overview
WavuDigital Overview
 
GoodCall - Getting to your first 100k MRR with Outbound Sales
GoodCall - Getting to your first 100k MRR with Outbound SalesGoodCall - Getting to your first 100k MRR with Outbound Sales
GoodCall - Getting to your first 100k MRR with Outbound Sales
 
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
‪#‎Digital_Marketing‬:An Enterprise Social Media Strategy Example
 
Building market PR cases 2014 №2
Building market PR cases 2014 №2Building market PR cases 2014 №2
Building market PR cases 2014 №2
 
Kickstart your PR campaign!
Kickstart your PR campaign!Kickstart your PR campaign!
Kickstart your PR campaign!
 
Клиент: Unitech bau (строительство и архитектура 2002)
Клиент: Unitech bau (строительство и архитектура 2002)Клиент: Unitech bau (строительство и архитектура 2002)
Клиент: Unitech bau (строительство и архитектура 2002)
 
Holistic view on science communication in Thailand
Holistic view on science communication in ThailandHolistic view on science communication in Thailand
Holistic view on science communication in Thailand
 
PR cases for industrial enterprises
PR cases for industrial enterprisesPR cases for industrial enterprises
PR cases for industrial enterprises
 
AVTO PR cases 2014 №2
AVTO PR cases 2014  №2AVTO PR cases 2014  №2
AVTO PR cases 2014 №2
 
AGRI PR cases 2014
AGRI PR cases 2014AGRI PR cases 2014
AGRI PR cases 2014
 
Cases IT sector (part three)
Cases IT sector (part three)Cases IT sector (part three)
Cases IT sector (part three)
 
Finding And Generating News
Finding And Generating NewsFinding And Generating News
Finding And Generating News
 
Inodesain Jayautama Mandiri
Inodesain Jayautama MandiriInodesain Jayautama Mandiri
Inodesain Jayautama Mandiri
 
PR campaign for National liver foundation
PR campaign for National liver foundationPR campaign for National liver foundation
PR campaign for National liver foundation
 

Plus de Mike Ncube

10 Exceptional Tips To Increase Leads With Google Ads
10 Exceptional Tips To Increase Leads With Google Ads10 Exceptional Tips To Increase Leads With Google Ads
10 Exceptional Tips To Increase Leads With Google AdsMike Ncube
 
Google Ads How To Run Successful Ads & Increase Sales Or Leads
Google Ads How To Run Successful Ads & Increase Sales Or LeadsGoogle Ads How To Run Successful Ads & Increase Sales Or Leads
Google Ads How To Run Successful Ads & Increase Sales Or LeadsMike Ncube
 
What's a good return in Google Ads [Infographic]
What's a good return in Google Ads [Infographic]What's a good return in Google Ads [Infographic]
What's a good return in Google Ads [Infographic]Mike Ncube
 
Google Ads Suspension Guide: How To Get Your Account Unsuspended
Google Ads Suspension Guide: How To Get Your Account UnsuspendedGoogle Ads Suspension Guide: How To Get Your Account Unsuspended
Google Ads Suspension Guide: How To Get Your Account UnsuspendedMike Ncube
 
How Does Google Ads Work [Infographic]
How Does Google Ads Work [Infographic]How Does Google Ads Work [Infographic]
How Does Google Ads Work [Infographic]Mike Ncube
 
The Ultimate Google Ads Beginners Guide.pdf
The Ultimate Google Ads Beginners Guide.pdfThe Ultimate Google Ads Beginners Guide.pdf
The Ultimate Google Ads Beginners Guide.pdfMike Ncube
 
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdfMike Ncube
 
How To Setup A Google Shopping Campaign [Infographic]
How To Setup A Google Shopping Campaign [Infographic]How To Setup A Google Shopping Campaign [Infographic]
How To Setup A Google Shopping Campaign [Infographic]Mike Ncube
 
My Google Ads Client Process [Infographic]
My Google Ads Client Process [Infographic]My Google Ads Client Process [Infographic]
My Google Ads Client Process [Infographic]Mike Ncube
 
10 Exceptional Tips To Increase Leads with Google Adwords
10 Exceptional Tips To Increase Leads with Google Adwords10 Exceptional Tips To Increase Leads with Google Adwords
10 Exceptional Tips To Increase Leads with Google AdwordsMike Ncube
 
Digital Marketing Plan Example
Digital Marketing Plan ExampleDigital Marketing Plan Example
Digital Marketing Plan ExampleMike Ncube
 
New Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleNew Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleMike Ncube
 

Plus de Mike Ncube (12)

10 Exceptional Tips To Increase Leads With Google Ads
10 Exceptional Tips To Increase Leads With Google Ads10 Exceptional Tips To Increase Leads With Google Ads
10 Exceptional Tips To Increase Leads With Google Ads
 
Google Ads How To Run Successful Ads & Increase Sales Or Leads
Google Ads How To Run Successful Ads & Increase Sales Or LeadsGoogle Ads How To Run Successful Ads & Increase Sales Or Leads
Google Ads How To Run Successful Ads & Increase Sales Or Leads
 
What's a good return in Google Ads [Infographic]
What's a good return in Google Ads [Infographic]What's a good return in Google Ads [Infographic]
What's a good return in Google Ads [Infographic]
 
Google Ads Suspension Guide: How To Get Your Account Unsuspended
Google Ads Suspension Guide: How To Get Your Account UnsuspendedGoogle Ads Suspension Guide: How To Get Your Account Unsuspended
Google Ads Suspension Guide: How To Get Your Account Unsuspended
 
How Does Google Ads Work [Infographic]
How Does Google Ads Work [Infographic]How Does Google Ads Work [Infographic]
How Does Google Ads Work [Infographic]
 
The Ultimate Google Ads Beginners Guide.pdf
The Ultimate Google Ads Beginners Guide.pdfThe Ultimate Google Ads Beginners Guide.pdf
The Ultimate Google Ads Beginners Guide.pdf
 
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf
6 Advantages of Working With A Google Ads Freelance Consultant PDF.pdf
 
How To Setup A Google Shopping Campaign [Infographic]
How To Setup A Google Shopping Campaign [Infographic]How To Setup A Google Shopping Campaign [Infographic]
How To Setup A Google Shopping Campaign [Infographic]
 
My Google Ads Client Process [Infographic]
My Google Ads Client Process [Infographic]My Google Ads Client Process [Infographic]
My Google Ads Client Process [Infographic]
 
10 Exceptional Tips To Increase Leads with Google Adwords
10 Exceptional Tips To Increase Leads with Google Adwords10 Exceptional Tips To Increase Leads with Google Adwords
10 Exceptional Tips To Increase Leads with Google Adwords
 
Digital Marketing Plan Example
Digital Marketing Plan ExampleDigital Marketing Plan Example
Digital Marketing Plan Example
 
New Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy ExampleNew Product Launch Digital Marketing Strategy Example
New Product Launch Digital Marketing Strategy Example
 

Dernier

Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 

Dernier (20)

Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 

Tour Guide Digital Marketing Strategy Example

  • 1. Getmeaguide Digital Strategy Market Segments, Targeting & Promotions
  • 2. Vision Statement – Getmeaguide to be one of the world’s leading portals that connects travellers and tour guides  Getmeaguide is a portal that will connect travellers with tour guides across the world.  The aim is to put the traveller in control and the tour guides will bid for business as in an auction system.  The strategy sets out the state of this market and the major competitors that Getmeaguide will be going up against. And from this we have established the objectives that we want to achieve and the strategy and tactical tools that will allow us to reach our vision.  The differential advantage is that the traveller is in control and the tour guides bid for business and we will highlight this in all communications Executive Summary
  • 3.  The benefit to travellers is that they don’t waste time with guides that don’t respond or are lousy or who are too busy  The review and rating system ensures that clients make informed decision when choosing a tour guide and avoid any that have negative reviews.  The benefit to tour guides is that they have regular work and through maintaining good work standards, this can be revealed in their profile and will win them more work and increase their earnings.  Our platform will also eliminate the need for intermediaries and save increase the income of tour guides by over 50%.  To keep clients and travellers safe, all guides are vetted and they should maintain a minimum positive feedback to continue having the privilege of bidding on the site. Executive Summary
  • 4.  The tour guide industry is a growth area and in the US alone there are over 34,000 tour guides (1). They work in a wide range of industries like museums, historical sites, public buildings and art galleries.  Many tour guides have second jobs so that they can make a living outside of the peak season (2). Our platform will make it easier for them to find work outside of the peak summer season.  Tourism is a growth industry and in 2013 it grew by 5% to 1.07 billion and a UNWTO forecast for 2014 is that it will grow by 4 – 4.5% (3) Market Analyses
  • 5. SWOT Analysis Strengths  Database of registered tour guides  Strong knowledge of tour guide industry Weaknesses  Unknown brand  Financial resources to take it to mass market Threats Rise in global violence and war Security threats Opportunities Growth in global tourism Europe has experienced the fastest growth at over 5%
  • 6. Competitors http://www.toursbylocals.com/ Connects travellers with local guides. Based in Canada with a worldwide presence. A good Alexa Rank of 65,000 revealing it is an established site with high traffic volumes. But the main searches according to Alexa are not for the brand. On Google PPC and Organic Search.
  • 7. Competitors https://www.vayable.com/ Emphasises the joy to be had as a group with local tour guides. An established brand with the primary search keyword being ‘Vayable’ showing strong brand awareness.
  • 8. Objectives 1. 5000 UK registered travellers by 31 Aug 2015 2. 20,000 registered global tour guides by 31 Aug 2015 This is a ratio of 1:4 and means tour guides have a great chance of winning a job whilst ensuring that they put forward a good proposal and work towards a positive review.
  • 9. Target Market (Segments) There are two primary markets we will be targeting with various segments within. Our promotional tools will target these two markets 1.Travellers - relatively wealthy and seasoned UK travellers who want a private tour guide for say 200-400 EUR a day. Age is 25 – 49 year old males and females and reside mostly in large cities like London 2. Tour Guides – Our primary target is tour guides located in Western Europe and the USA.
  • 10. Product  Our product is a portal where travellers post a job and tour guides in the specific country bid for the job.  It includes:  Website – responsive  Mobile app  Video  Review and rating system  A multi-language website that changes language according to the browser language settings of the visitor. Or they can choose a language when they arrive at the site.
  • 11. Product  Prospects will post a job and tour guides will bid any amount they want. Then prospect is free to choose any proposal they want based on the bid amount, reviews, location and experience of tour guide.  Each tour guide will have a page that includes information about their service, what their rate is, which sites they cover, reviews and ratings and other personal details like their name, how long they have been on the site and when they are available.
  • 12. Price  We will take a commission of 10% for every booking made by a traveller on our platform.  Our pricing takes into consideration all the services we offer and the cost of running Getmeaguide which include advertising costs, staff, hosting and other variable costs.
  • 13. Promotions Mix We are launching in Western Europe and USA and will roll out to the rest of Europe and around the globe. PPC  PPC – Bing and Adwords –Our launch campaign will be for UK travellers and will begin in Western European nations – France, Germany, Italy, Spain and Portugal – and the USA.  90,000 visitors from the next 6 months on a £3000 monthly budget and Average cost per click (CPC) of 20p. This will bring us 15,000 visitors from PPC per month and over the next 6 months that would be 90,000 visitors. So we will be looking at a conversion rate of about 5% to achieve objective 1.  Boost campaign spend and CPC rates during the summer months.
  • 14. Promotions Mix Search Campaign– At launch we will create a Search UK campaign targeting our primary target of wealthy travellers looking for a tour guide in the major cities and locations of Western Europe and the USA. This will be a direct response campaign and we will be seeking to get people to sign up Display 1– A display campaign to run in the UK to raise brand awareness amongst our target market and we will create banners and place them on sites that are part of the Google Adsense programme and frequented by our target audience – these include news sites, financial sites, entertainment sites and other sites like tourist sites we’ve identified as visited by our target demographic Display 2 – A display campaign targeting tour guides in the destinations our travellers are looking to visit. So it will have different banner Ads that will be placed on tourist sites and competitor sites that tour guides are likely to visit.
  • 15. Marketing Mix - Place Online PR  Press Releases – At launch – Hire a PR expert to write and publish a press release about the launch of Getmeaguide highlighting the differential advantage, strengths and benefits of the service SEO  We will research keywords that people use when looking for our services and will include these in the Title and meta tags and in website content.  We will setup Google Analytics tracking, Google and Bing Webmaster Tools to measure and manage the traffic coming to the site and use this data to optimise the website content Social Media  Setup Twitter, Facebook and Google+ accounts and hire a freelance social media expert to create the cover, the look and manage the accounts each month
  • 16. Marketing Mix - Promotions Affiliate Marketing – We will work with affiliates on one or more of the leading affiliate networks such as Affiliate Window or Commission Junction to drive traffic to our site and increase conversions. Affiliates will be paid a commission for sending new travellers to our site who register and then post a job. This will be set at 5% of the total amount of the job posted Video – Create a promotional video, no longer than 2 minutes that highlights the key features and benefits of Getmeaguide. The video will be posted to YouTube and other video sites and we will create a campaign in AdWords to promote it on YouTube. Remarketing Many visitors to the site will leave without registering or posting a job, so we will want to retarget them with banner Ads as they use other websites in their course of using the internet. This is to remind them of our site and get them to come back and register or post a job.
  • 17. Budget Cost Responsibility Date Adwords/Bing £3000 Mike 1 April Online PR £60 Mike 1 April Affiliate Marketing £300 Mike 1 May SEO £200 Mike 1 April Video £150 Pierre 1 April Social Media £100 Mike 1 April Web Development £5000 Pierre 9 Feb Logo £100 Pierre 9 Feb Trademark £170 Pierre 9 Feb Total £9080  This is the launch budget that will help us achieve our objectives