5. 1. Own Your People
1. Identify which ones are in the market this year:
Email: "Coming To Durango?"
Facebook: Opt-In For 2012 Specials
2. Strike During the Planning Time:
Email: "Get The Most Out Of 2012"
Facebook: Show Specials
What To Do With Them:
Must email them at least 1 time every 4 months
Make repeats easy
6. 2. Know Your People
Segment And Narrowcast The Conversation
Pinpoint Actionable Feedback
What do you ask on the phone?
If you knew _____, what would you do differently?
When do they plan?
When do they buy?
Stop asking how they found you and other 'nice to know'
Segments:
Location: In-State vs. Out-of-State
Time Of Year: Planning vs. Buying
Source: 'durango family vacation' vs. email vs. Leads
12. 4. Expand Conversion Points
Create More Soft Conversion Points and give a reason to
do it
Deals
Sweepstakes
Facebook (with caution)
Build Your Own Trip
Get A Quote
Send To A Friend
Have Us Call You
Talk To A Guide
Call Now
Have Questions
Get deals on Facebook
Get a free picture
19. 7. Focus On The 72 Hour Window
Find all Leads that contacted you in the last week
Contact Forms
Open reservations
Phone calls
Lead programs
Deals
Other Opt-Ins and Soft Conversions
Remove anyone who made a Reservation
Ask for the Reservation
"Hello, We saw that you _____, but we don't have you
booked. May is filling up. Can we suggest _____ ...
20. 8. Email To A Content Calendar
Email still Converts more than anything. Still.
Example Content Calendar:
Segment by in-state, out-of-state
In-State gets greater frequency
Out-Of-State gets a reason to come
Coordinate Message with Social, and Partners
Post It
Write It - Stage the following emails to reinforce
Send It - in season it should just the release button
21. 9. Don't Be Too Busy To Be Smart
Are you really so busy handling Onesies and Twosies that
you can't address the 350,000 people who Like
www.Facebook.com/VisitColorado?
Are you really so busy handling today that you can't send a
proper email tomorrow?
22. Review
Own Your People
Know Your People
Have A Conversation
Increase Conversion Options
Optimize Conversion Points
Stop Anti-Social Social
Focus On The 72 Hour Window
Use Content Calendars
Stop Being Too Busy To Be Smart
Manage the flow identify inefficiencies if your ad spend is small, focus on CR which source of engagement is most productive? which traffic source is most productive? Critical Path To Conversion should be measured MOM, YOY
truly new people are probably less than 10%, so the other 90% are aware of you, NOT new audience from before what are you doing to convert them? frequent flyer program? deals?
it's mostly specials, there are no deals
Interest by State. You'll find small differences, but they mean a lot. Do this annually Divide web traffic by state into conversion by state to find out who loves you. Could be as easy as in-state and out-of=state.
Meet Bill Hawkins
Meet Bill Hawkins
Are you a one trick pony? Reserve now or get the hell out of here
Remove any non-conversion piece behind conversion pages
Remove any non-conversion piece behind conversion pages
Remove any non-conversion piece behind conversion pages
No Conversion
This proves to be very difficult for people Also proves to be massively productive empty cart
what are your partners doing at that time? btw - the content is never a deal it's the season, it's what your people are doing, it's an event
