BEST MARKETING PRACTICES ALEX BERARDI TRAILWAYSNY.COM. Adirondack, Pine Hill, & New York Trailways

Transcription

1 BEST MARKETING PRACTICES ALEX BERARDI TRAILWAYSNY.COM Adirondack, Pine Hill, & New York Trailways

2 Why a new website? We made it to stay competitive and to attract new business New advances in technology are available to take advantage of We wanted to be mobile friendly but we didn t want to have to update multiple sites The answer? A Responsive Wordpress Website

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4 Responsive demonstration

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11 Interesting Features Red Alert Service Advisories Google Analytics Plug In Wordpress Editing Functionality Hosts Constant Contact Content Layout and Design Supports SEO (Mobile)

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14 A moment on statistics What do you know about your website users? What do you know about your frequent users? What do you know about customers who bought tickets online? Gender Age Location Computer Type Software

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16 Help! I Need Better Marketing! A New Website A Mobile Website A Mobile App Social Media Online Advertising Printed Advertising

17 Where do I start? Branding! Branding is the strategy and marketing is your tactic Define your brand Brand Features and Benefits Differentiation Positioning Statement Value Proposition Tagline Logos, Logos, logos!

18 Define your brand For over 85 years, Adirondack Pine Hill and New York Trailways has been operating comfortable, safe, affordable, and reliable scheduled bus service throughout New York State and to nearby Canadian destinations. Should be longer may include a company history.

19 Brand features and benefits Features 85 years of experience Modernized fleet including wifi and outlets Our wonderful saftey record Benefits Customers can trust us our experience Increased productivity Customers can feel at ease traveling with Trailways

20 Positioning statement At Adirondack, Pine Hill, and New York Trailways, our commitment to exceptional service and attention to detail delivers millions of travelers to their destinations comfortably, affordably and reliably on time.

21 Tagline When Getting There Matters!

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23 Where to go from here? We are doing this to advertise to consumers (they expect the best now) All of this helps your SEO which drives sales (no mobile site then google wont list you higher when someone searches on a phone) Advertising to businesses (wifi, wraps, aggregators like busrates.com or busbud.com)

24 Additional talking points Who has a call center? Do they do social media? Software can help: ZenDesk, Hootsuite, Clickchat on website Is your name web and social media friendly? Customer surveys are a great starting point. Try surverymonkey.com! Rider statistics really help with B2B advertising (income, age, education level.)

25 Talking points continued Photoshoot how much should that cost? Should I use a friend? How much will all of this cost? Graphics, Coders, Webmasters, Branders? How do you come up with social media content? Think like a customer not a bus person! It s a bus rental not a charter!

26 Talking points continued Website hosting and redundancy one hour of missed sales can cost you a lot of money! Do you have WiFi? Are you advertising your company on it? Try using the weather as part of your marketing strategy How much money should I spend on website Statistics?

27 Talking points continued Should I be advertising online? Facebook / Google Do you know your cost of customer acquisition per channel? Why is this even important? I m a smaller operator or my customers aren t as internet savvy. How much time and money should I commit to this?

28 Search Engine Optimization

29 Talking points continued How do I Improve my Search Engine Optimization? Have a top quality architecture on your website Low bounce rate No hotword/ keyword cheating Be mobile friendly Have many link ins create more content for linking Link to and have active social media following

30 Thank you for not booing me off stage! MORE QUESTIONS? Adirondack, Pine Hill, & New York Trailways