An Introduction To Marketing

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1 An Introduction To Marketing Best Practices & Strategyt

2 Introduction Julie Niehoff Regional Development Director Constant Contact Schedule: For Personal Assistance, Ryan Kincade-Crean Direct Line: Follow me on

3 What is Marketing?

4 What Can It Do For Your Business? Establish Regular, On-going Relationships Promote Identity Awareness Stay Top-of-Mind with Visitors and Subscribers Broaden Your Audience Announce Events Generate Business in the Off Season Increase website traffic Highlight and encourage social networking activity Drive Profit & Revenueen e Copyright 2008 Constant Contact, Inc. 4

5 Technology = A New Playing Field PARTICULARLY FOR THE TRAVEL INDUSTRY!

6 The Allure of New Business Marketing Focus Opportunity Businesses tend to focus on acquisition Find Convert Keep Find Convert Keep Revenue and profit are generated by repeat customers

7 Why Does Work? Because people open from businesses they know and trust

8 And Simply Delete Everything Else Junk Unsolicited and unwanted from an unknown sender Dubious opt-out (if any)

9 Permission What is It? Types of permission: Explicit: Opt in from your website or fill out a card Join our mailing list Single vs. Double Opt-in Implicit: Requests for information, existing relationship Note: Always make sure to ask for permission when collecting information

10 Growing Your List

11 Growing Your List Build Your List Where You Connect! Service or Networking Events Trade Shows In-store Guest Book Sales Calls and dmeetings Website Signup Customer & Prospect Database

12 FORWARDS A Great List Builder ASK -- Ask them to forward your Ask specifically for 1, 2 or 3 people Don t go over 5 it doesn t work Ask at the top AND at the bottom if the is long enough to require scrolling to read Incorporate the request above the scroll line, But not all the way at the top of the page NOTE: You do not automatically have permission to those that get the forwarded You cannot see who they forwarded to Recipients are invited to join your list!

13 Getting Your s Opened

14 Getting Opened The From line Use a name the recipient e will recognize Include your company name or brand The clearer the better The shorter the better Be consistent 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick

15 Getting Opened Cont. The Subject Line Keep it short and simple You have 3 seconds or less characters including spaces (5-8 words) Incorporate a specific benefit Capitalize and punctuate carefully Principle p 2 Seconds, First 2 Words, Why Does It Matter Today?

16 How Often and When To Send

17 Frequency & Delivery How often to send Create a master schedule Include frequency in online sign-up Monthly Newsletter Coordinate timing for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed) When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test Maximum impact with minimum intrusion

18 Creating Compelling Content

19 Try To Set ONE Primary Objective Define objectives: I want to Motivate bookings Enhance customer / brand awareness Interact with visitors/planners Every Action Should Drive The Objective: Click to buy Official Resource Ask for feedback/opinion Mark Your Calendar Increase event attendance Bring visitors back Encourage Decisions

20 Two Different Approaches

21 Q&A

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