CARRIE KOENIG VP OF SALES AND MARKETING

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1 CARRIE KOENIG VP OF SALES AND MARKETING

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6 HIGHLIGHTS OF JANUARY 2013 Travel expectations show sharp improvement with 33% of Americans planning to spend more in coming year. Almost returning to pre Financial Crisis Levels Media use continues to highlight complex range of both online and offline media in trip planning Print reaches new record in use by US Travelers over 49% used a print resource for travel planning in previous 12 months

7 5 STAGES OF TRAVEL

8 5 Stages of Travel - Google

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10 Multi Media Integrated Advertising is Critical

11 SOURCES OF INFORMATION

12 Print 49% Web 85% UGC: 41% Social: 25% Mobile 41% Tablet 9%

13 40% 27%

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15 EFFECTIVE ADVERTISING

16 CreaEng EffecEve Integrate Plan Define Objec8ve Crea8ve that works Measurement Cross- Channel AEribu8on Campaign Tracking Codes AdverEsing

17 Landing Page CreaEon & OpEmizaEon Try it, Measure it, Tweak it!

18 Top Tips: Define objec8ve. - Sign up - Book a Deal Be specific. Con8nuity. Relevant Messaging. Tes8ng and Analy8cs.

19 EFFECTIVE CAMPAIGNS

20 4 Steps to Campaign Success

21 Create a Plan

22 CASPER CASE STUDY Define Goal: Attract more out-of-town anglers to Natrona County. Measurable Objectives: Increase out-oftown fishing licenses. Research: Obtain non-resident fishing license info from WYO Game and Fish. Conduct electronic survey of out-of-town outdoorsmen. Condust focus group with local guides.

23 CASPER CASE STUDY Assess Results: 12,500+ non-resident fishing licenses issued in 2011 with the highest concentration in the Front Range CO. Over 132 surveys returned from fishing guide clients: Men, 49+ who earn $100k/yr and watch football and fishing programs. Largest selling point is big fish and lots of them. Build Strategy: Communicate message by placing tv ads in CO s front range in football and fishing programs.

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26 Casper Results 30% increase in non-resident fishing licensed issues in Natrona County from prior year.

27 MEASUREMENT

28 Feels Like You?

29 Data Driven MarkeEng Analy8cs and aeribu8on are core parts of the mainstream marke8ng toolbox Trackable Phone Numbers Trackable Links

30 Measurement Tool Kit 1. Trackable 2. Online analytics tools: phone numbers, Google Analytics (and URL Builder) registration cards.

31 Measurement Tool Kit 3. Specialist tools for social media or campaigns: 4. Online survey tools

32 Tracking On-line Campaigns Campaign tracking codes identify each campaign. Use different tracking codes for each campaign. Tracking codes allow you to measure the results of each campaign including engagement and conversions.

33 Campaign Tracking Codes Google Analytics offers the URL builder that generates campaign tracking codes. Search for URL Builder Cut and paste the URL with tracking code from Step 3 and give this to your advertising partner. It s FREE!

34 METRICS THAT MATTER

35 Use of the Web Visits 15+ travel web sites and uses with other media. Usually books offline or on another site. Only 30% of total leisure accommoda8on in the US is booked online Source: - PhocusWright Online Travel Market Review 2011 Hotels and Accommoda8on and HSMAI.

36 Look to Book Gap 85% 85% use the internet. 30% book on- line 55% were influenced but didn t book so we measure Signals of Intent to Travel.

37 3 Key Measurements Audience Engagement Signals of Intent to Travel

38 Audience 1. Responses 2. Visits 3. Phone Inquiries Engagement 1. Web Analytics: Bounce Rate Page views per visit Average time on site 2. Facebook likes + other social engagemen Signals of Intent to Travel 1. Bookings (Tour/Group, Phone, Online & Walk up) 2. Checking pricing and availability 3. Click for phone number or address 4. View map location

39 Measure Quality, Not Quantity

40 Bounce Rate Campaign 1: $ clicks. CPC: $1.00 Campaign 2: $ clicks. CPC: $1.66

41 Bounce Rate Campaign 1: CPC: $1.00 X 60% bounce rate 200 audience engagements. CPE: $2.50 Campaign 2: CPC: $1.66 X 30% bounce rate 210 audience engagements. CPE: $2.38 CAMPAIGN #2 IS THE WINNER!

42 5 Steps to Robust Reporting 1. Full Advertising Reports 2. Trackable Phone Numbers 3. Google Analytics - Goals 4. Campaign Tracking Codes 5. Online Bookings

43 Takeaways 1. Review and diversify your Marketing Strategy. 2. Creative/Campaign Best Practices. 3. Implement Google Analytics and campaign tracking codes. 4. Measure Beyond the Click (including SITs). 5. Monthly: Measure, Review and Improve

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