travelzoo campaign
DESCRIPTION
A social media campaign for Travelzoo.com designed for MSU's New Media Driver's license course.TRANSCRIPT
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Shelby VeldmanNMDL 2010
It’s a jungle out there.Why not explore it?
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Uncovering TravelzooBrief History
• Global internet media company, founded 1998
• Travel/entertainment offers from over 1,000 companies
• 214 employees worldwide
The Goal
• Expedia• Travelocity• Priceline• Yahoo!• Google
Competitors
• Build Strong Brand Awareness• High travel site competition
• Increase Reach by 20%• Specifically students searching for spring break deals• Increased reach will appeal to advertising clients
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Uncovering Travelzoo
• Young adults (20-30)• College students• Spontaneous• Budget shoppers
Target Audience
Strengths
• Provide airlines, hotels, cruise lines, vacation packages
• Travelzoo Web sites • Travelzoo Top 20 newsletter• Fly.com; travel search
engine
Products
• Emphasize real-time listing performance abilities• Online advertising has advantage
over print• Ads can be changed, updated, deleted,
tracked
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Challenges/Threats• Recession decreased
consumer travel• Less traffic and
purchases• Travel companies
reduce market spending
• High competition• Brand awareness• Competing for
advertisers’ dollars
• Natural disasters, catastrophic events• Effect travel
destinations• Internet concerns; laws
and regulations• Liability for information
retrieved or transmitted
• User privacy
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Social Media• Facebook and Twitter
• Interactive links, traveling tips, trivia
• YouTube• Travelzoo users post
videos of vacations• Post how-to videos
• Social Bookmarking• Digg, Delicious,
StumbleUpon• Flickr
• Fun photo-edited pictures of zoo animals traveling
• Blog• Top 20 deals • New products and
promotions news
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Timeline• Seasonal peak during Spring Break (March)• Targeting college students• Due to low cost, take campaign action
immediately• Establish social media reputation leading to
more receptive Travelzoo marketing 2 weeks prior to Spring Break month (mid-February)
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Budget• AdWords
• Budget: $7,000• Search engine ads• Pay-per-click • Keywords
• Travelzoo.com net income: $3.24 million• Increase from $1.61
million in 2009• Advertisers pay up to $2,000
per month• Travelzoo reaches nearly
70,000 users daily• Travelzoo doesn’t get portion
off deals booked• Social media and Word-of-
Mouth: Free
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Tracking Success• Increase fans on
Facebook and followers on Twitter
• Respond effectively to user comments
• Monitor what consumers say about Travelzoo
• Cost of promotions and labor
• Free social media use• Facebook, Twitter,
blogging, YouTube, social bookmarking, Flickr
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Tracking Success• Google Analytics• Hootsuite.com• Monitter.com• Twendz.com
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Just one click away