Internet marketing strategy presented to Altra Umbria, an Umbrian travel agency located in Italy. Proposed suggestions include SEO and many simple "upgrades" to the site, to better communicate to the target audience of American and British tourists.
2. Presentation Content What We Found Marketing Mix: The 4 P’s Hofstede’s Cultural Dimensions Presenting AltraUmbria Suggested Website Improvements Marketing AltraUmbria Building & Maintaining Customer Relationships Final Thoughts April 10, 2008
3. What We Found Reviewed competitive companies offering similar services Benchmarked AltraUmbria against competitors Identified weakness in various areas Website Marketing Company Presentation/Mission April 10, 2008
4. AltraUmbria’s Marketing Mix Price Range, depends on activities and time span €25 + Product Activities Services Place Website Word of Mouth Promotion Some Advertising Personal Selling April 10, 2008
9. Suggested Website Improvements Professional Translation Visual Aesthetics Color Scheme Removal of Visual Clutter Tabs, Spacing Links to 3rd Party Websites Slow Travel Companies AltraUmbria works with Interactive, Detailed Maps Show where travel is happening April 10, 2008 Wine Tasting Workshop with Chianti Vineyardswww.winetasting.com Horseback Riding with Tuscany Adventures www.horserides.com
16. Disabled/HandicappedHike through the hills of Umbria and Tuscany, Visit caves and waterfalls and enjoy a light lunch in a scenic location. Offered year round Escorted wine tours with bilingual tour manager, along the Umbrian Wine Roads, visit of cellars, wine tastings, sightseeing at hamlets and shopping. End of August-September Visit olive mills, oil museums, and participate in an olive oil guided tasting. November-December Message boards allows previous customers to share their experiences with potential customers. AltraUmbria can also monitor the conversations to improve the companies services to meet the needs of the customers
18. Marketing AltraUmbria High/Low Season Pricing Brochures and Business Cards Increased Advertising in Print Local Newspapers, Travel Magazines Distribution of brochures at travel agencies Search Engine Optimization (SEO) Makes the web pages more attractive to the search engines such as Yahoo or Google. The better optimized the page is, the higher a ranking it will achieve in search engine result listings. April 10, 2008
19. Building & Maintaining Customer Relationships Itinerary Sent Beforehand Message Board for Customer Feedback and Communication Evaluation/Comment Cards Gift for Customers and Discounts for Returners Holiday Cards April 10, 2008 Brochures on all the events and Activities Altra Umbria Offers Complementary bottle of Olive Oil Complementary bottle of Umbrian Wine
20. Final Thoughts Company has great potential Strengthen Marketing Mix Increase Advertising & Promotions Implement Changes & Additions to Website Build & Maintain Customer Relationships April 10, 2008
21. Sources http://www.slowtravel.cl http://www.geert-hofstede.com http://www.netmba.com/marketing/mix http://www.fortune500.com April 10, 2008
Editor's Notes
This is especially critical because most people who use search engines only look at the first page or two of the search results, so for a page to get high traffic from a search engine, it has to be listed in those first two pages. Although there are additional costs for placing Altra Umbria on an SEO, it will bring more potential customers to their website. For example, if an online browser types in Slow Travel in Italy, Altra Umbria will come up on one of the pages, priority is dependent on the amount of money the company pays and the number of clicks it receives.
