Explanation of Our Multichannel Marketing Platform

Transcription

1 Explanation of Our Multichannel Marketing Platform This document will walk you through the elements that make up our unified, niche-based, multichannel marketing platform. While each of the elements below may vary slightly from niche to niche, the core concepts they represent are ubiquitous through all our niches. Portrait of a Niche The illustration above provides a pictorial representation of the elements that make up each multichannel marketing platform. Now, let us briefly run through them one by one to gain a deeper understanding of what they are and how they contribute to the Unified Marketing Platform (UMP).

2 InSite What is it? The InSite of each niche is an article driven website that publishes news, exclusive online content and other articles from travel industry leaders. What does it offer? While the InSite of each niche is one of the locations on which our niche-wide banner advertising is displayed, its most powerful contributions to the UMP are the Site InSpections that are published on the site. What is a Site InSpection? A Site InSpection is a content-based advertising piece, similar to an advertorial, however it is written in a manner so that it does not appear like blatant advertising. The standard components of a Site InSpection are: an article title, 1500 words of text (with links where appropriate), 3-5 photos, embedded video (from YouTube or other source) and a custom lead generation form (if desired). All of our Site InSpections include exposure in one of our niche newsletters and posting on our social media network. Site InSpections are scheduled to appear throughout the year based on the specific theme we are featuring that month, however if the Site InSpection is date sensitive, for example an upcoming festival or holiday, we can schedule the publication when needed. Space is limited however as only eight Site InSpections can be published per month. This is to ensure that each of our sponsors receives adequate exposure for their article on our Home page, where the Site InSpections are displayed for 30 days before moving into the archives where they will remain available indefinitely.

3 Powerful in their own right, Site InSpections work best when coupled with other products we offer, such as Itineraries, directory Showcase listings and print advertising. These can all be combined and woven into each other to provide a comprehensive and powerful advertising campaign. Online Directory What is it? The Online Directories contain niche specific travel destinations, tour companies, attractions and hotels interested in hosting groups. Containing 1000s of listings, the directories consistently provide visitors an up-to-date and easy to navigate research tool. What does it offer? The Online Directories are the second location on which our niche-wide banner advertising is displayed, its most powerful contributions to the UMP are the Showcase Listings that are published on the site. What is a Showcase Listing? A Showcase listing is an enhanced, interactive posting of a company s basic information. The standard components of a Showcase Listing are: the listing title, a 200 word description, 3 photos, embedded video (from YouTube or other source) and a Google Maps display. Online Showcase Listings are published on the core niche directory site and in the corresponding niche print directory, but also appear on the niche InSite, get exposure in one of our niche newsletters and posting on our social media network.

4 Newsletter Reaching between 7,000 and 14,000 subscribers a week depending on the niche, our newsletters are unmatched in reach in the industry. Providing summaries of Site InSpections, Showcase Listings, and Featured Itineraries (see below) they also publish as the Latest Industry news, Featured Video Content and other Special Promotions. Print Publications What are they? Each of our niches maintains a corresponding print component. Varying in frequency and content type depending on the niche, these publications form the backbone of our offline promotional power. What do they offer? With the exception of Leisure Group Travel Magazine these annual essential how-to workbooks cover all aspects of planning and organizing a trip for your group. Advance planning, tools and tips focus on: choosing destinations, hotels and tour operators, fund-raising, insurance, chaperons, checklists and etiquette. Leisure Group Travel Magazine is the ONLY magazine covering the issues, exploring niche & affinity segments and discovering destinations relevant to today s group travel buyer. In print Leisure Group Travel comes out six times per year to 20,000 subscribers from all group market segments. All print publications offer an array of standard advertising placements and article based advertising. Itinerary Our Itineraries product offers the opportunity to publish an enhanced, interactive, search engine friendly version of tour itineraries that are provided by the advertiser. They are published on our core website, TourItineraries.com, but are also distributed and displayed on the niche InSite and Online Directory. A typical online Itinerary includes: the

5 itinerary title, the detailed itinerary text, 2-3 photos, embedded video (from YouTube or other source), a Google Maps display and a custom lead generation form or link to booking page (if desired). All of our Itineraries include exposure in one of our niche newsletters and posting on our social media network. Social Media Multiple social networks are heavily integrated into all the other components of the UMP and provide a unique and powerful channel through which items like Site InSpections and Showcase Listings can be shared and spread virally. Our social media network in itself contains many components including Digg, Twitter and StumbleOn, however the cores of our network are our Facebook fan page which has several thousand fans and our LinkedIn network consisting of 1000s of associations and hundreds of groups. Summary Each of the explanations above are just brief explorations into each component of our UMP concept. If you would like more detail about any of the items listed above, it is available upon request. I hope that this document has provided you with some insight into how comprehensive and powerful our Unified Marketing Platform is and the potential it contains for advertising promotions. Within this platform we possess the flexibility and reach to successfully promote any type of travel industry entity and provide a high ROI.