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Partnering
and
Cross
Promotion
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• What is it?
• Why do it?
– Get exposure through others’ sites
– Get exposure through others’ databases
– Get traffic through both of the above
– Less work
– Cost savings
Partnering
and
Cross Promotion
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• Ideally looking for partners that have:
– A lot of traffic
• Your target market
– A large database
• Your target market
– Both
Partnering
and
Cross Promotion
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• Partner with a contest
• You hold the contest and find the partners
– Partners with a big prize contribution
– Partners with lots of traffic
– Partners with large database
• Find the contest and ask to participate
– Link provided to prize providers
– Contest on heavily trafficked site
Contests
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• Cross Promotion
– Sites that sell to same target market
– Sites that sell complementary products/services
• Accommodation and Tour Operator
– Take our Polar Bear Tour and Receive 10% off
your stay at …
– Stay with us and receive 10% off your Polar bear
Tour
Specials
and
Promotions
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• Trade coupons with sites that sell to same
market but non-competing products/services
• Get your coupon on heavily trafficked sites
• Provide your coupon for distribution with
newsletters
• Coupon sites
Coupons
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• Top 10 ….
• Featured destination/attraction/..
• Recommended …
• What’s Hot
• Great ….
Look for
Opportunities
on great sites
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Top 10
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• Newsletter exposure
– Partners’ newsletters
– Dmos
– Travel agencies
– Portals
– Industry associations
Who has a
Newsletter you’d
like exposure in?
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• Where can you get your videos exposure
– Partner sites
– Dmos
– Travel agencies
– Portals
– YouTube
– Google Video
– …..
Videos
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• Where can you get photos of your operation
exposure
– Partner sites
– Dmos
– Portals
– Flickr
– …..
Photos
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Sample
Itineraries
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• Where can you get exposure
– Your blog
– Partners’ blogs
– DMO blogs/Industry association blogs
– Blogs that relate to travel
– Blogs that relate to your niche
• Polar bears
• Unique vacations
Blogs
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• Partner pages
– Comment
– Engaging content with link to your site
– Photos of your operation
– Invitations to events
– Participate in their programs
– Applications
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• Get yourself listed
• Get yourself linked
• Interactive Maps
Maps
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Trip Planner• Partnering Opportunity Yes
• Revenue Generator Yes
• Member Benefit Yes
• Repeat traffic Generator Yes
• Permission OpportunityYes
• Viral Opportunity Yes
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Sample Itineraries
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Advertising
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• Submit your story
– Syndicated articles sites
• Link to your site
• Link to pictures to include
– eZines that your target market reads
– DMOs
Media
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Press
Releases/Stories/Postcards/
News and Reviews
• Partnering Opportunity Yes
• Revenue Generator Yes
• Member Benefit Yes
• Repeat traffic Generator Yes
• Permission OpportunityYes
• Viral Opportunity Yes
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• Travel agencies that take the Internet
seriously:
– Have targeted traffic
– Have significant mail lists
– Look for content for their newsletters
and weekly e-specials
Partner with
Travel Agencies
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• Find travel agencies that:
– Promote your geographic area
– Have specialists for what you offer
– Have multiple locations
– Have significant mail lists
– Have newsletters or e-specials
Partner with
Travel Agencies
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Develop a program where you provide
valuable content weekly in the form of e-
specials to travel agencies for inclusion in
their e-mailing to their database
Partner with
Travel Agencies
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Reciprocal Links
People want to know what know what else
there is to see and do in your area
Links increase traffic
Links improve search engine positioning
Link popularity
Link relevancy
Find
Industry Partners
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• Partnering Opportunities
– Contest
– Advertising
– Coupons
– Packaging
– Look at all opportunities
Find
Industry Partners
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• Review the DMO site
– What do they have that you can participate in
– Is your listing the best it can be
• Has it been updated with latest information
• Link to the most appropriate place
• Call to action
• Sell the sizzle
Find
DMOs
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• Look for partners;
– Who have the same target market
– Have significant traffic
• Develop win/win programs
• Monitor results – keep it exciting!
Partnering is a
never ending
story ……
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Partnering
and
Cross
Promotion
FAQs?