Travel Network Group
Progressive Marketing Strategy Partnership Opportunities
2014
Plus
02
Direction & Routes to Market
03 Our Proposition & Network
Press Adver already und tangible upl
04
Online Distribution
05
National Press Advertising & TTNG Consumer Magazines
06
Database Segmentation & Retail Windows
07
Our Team
08
Your Involvement
09
Measuring Success
eneration ering
Our Direction & Routes to Market • To deliver differentiated product to all our members - Unique in the travel market - Offering great value via the deal++ concept
• Distribution across all areas of the business 1. Online 2. National Press Advertising 3. Consumer Magazines 4. Database Segmentation 5. Events & Training Days 6. Retail Window Displays & POS Material 7. Webinars
New for 2014: All activities will be response driven with ROI tracked
Marketing Strategy & Campaign Plan 2014
Our Proposition & Network
Deal++ Product
• Bespoke product offering added value through:
- free nights /excursions / upgrades / unique itineraries - Giving our members a diferentiated proposition on the high street -Promoted across all platforms giving Business Partners increased distribution - Booked on Honeycomb – centrally managed, supported and tracked
Our Membership Network • Distribution across 800 businesses througout the UK. • Our members hold their own customer databases estimated to be + 800,000 Contacts
Marketing Strategy & Campaign Plan 2014
Online Distribution • Distribution of products across all relevant URLs - Managed centrally - Booked locally
• Members area
- Profiles show areas of expertise
• Traffic driven by - SEO/PPC - Lead generation
• Customers automatically routed to local agent via phone/email www.worldchoicetravel.co.uk www.independentholidayexpert.co.uk www.adeonatravel.co.uk www.thecruiseclub.co.uk Coming soon: www.myholidayexpert.co.uk
Marketing Strategy & Campaign Plan 201
National Press Advertising & Lead Generation • Official Partners to the Daily Express
- Generates on average 50 calls/advert - Good booking conversion: 1 insert generated 17 bookings & £49,000 revenue
• Asda in-store magazine competitions & reader offers generate leads & bookings • White label media partners generate leads & bookings • Target for Lead Generation: 1,200/month • Estimate 25% booking conversion
TTNG Consumer Magazines Introducing 3 new titles:
- Mass Market: Holidays - Discerning Traveller: Discovery - Cruise Specialist: The Cruise Club
• Contain a balance of travel features and differentiated product • Each title distributed quarterly via members - 10,000 printed copies - +40,000 estimated e-brochure distribution
• Available for download from websites • Opportunities for advertising, competitions & other activities to encourage engagement Press Advertising & Lead Generation already under way & delivering tangible uplift in sales
Marketing Strategy & Campaign Plan 2014
Database Segmentation Investment in central database system • Dedicated Data Segmentation Executive
• Supporting Members through cleansing & segmentation of their data • Delivering value through targeted bespoke product electronically and via direct mail • Conservative estimate +800,000 unique customer records ready for data mining
Test mailings in 3 branches to 23,000 contacts generated +40% uplift in sales
-
Windows: Capture ‘that holiday feeling’ The foundation of our high street marketing
4 campaigns/year - Reversible panels give Business Partners double exposure - New Windows every 6 weeks generate customer interest & drive footfall into shops - Strong Business Partner KSPs - Clear call to action
Marketing Strategy & Campaign Plan 2014
Our Team Marketing & Commercial
Marketing Director Si Prentice
(Thomas Cook & Planet Cruise)
Marketing Manager Clare Fitzpatrick
Graphic Designer Natalie Holder
Product Executive Mark Godden
Product Executive Charlotte Gutteridge
(BA Hols & Hurtigruten)
(Sky Travel)
New Areas of Expertise
Lead Generation Executive James Richards (Planet Cruise)
(Tui Travel)
(Planet Cruise)
A Focused Commercial Team
Commercial Director Martin Andrew
(Affinion International, airtours)
Commercial Manager Catriona Skinner
Commercial Manager Fiona Pearcy (Explore Worldwide)
A wealth of Travel expertise & experience
Marketing Strategy & Campaign Plan 2014
Your Investment 4 opportunities per year •Main Campaign: 3 Tiers of participation: - Exclusive - £5,000/campaign - Superior - £3,500/campaign - Standard - £2,000/campaign
• Additions:
- National Press activity - £1,500 - Events - £1,000 - Database Mailing - £1,000
• The Cruise Club - Exclusive - £2,500/campaign - Superior - £1,500/campaign - Standard - £1,000/campaign
Windows
Consumer Magazines: Holidays/ Discovery
Exclusive £5,000
4 x banners 2 x squares 1 x decal
1 page
Superior £3,500
2 x banners 2 x squares
Tier
Standard £2,000
1 x banners 1 x squares
Insight Member Magazine
1 page
Consumer E-shot
Solus E-shots
6
1 x consumer 1 x member
1/2 page
1 page
3
n/a
n/a
2
1 x member
n/a
Marketing Strategy & Campaign Plan 2014
Database Segementation Mailing
1
Webinar Wednesday
1
1
1
1
1
Online
1 x offer on all platforms 1 x banner on all platforms 1 x offer on all platforms 1 x banner on all platforms
n/a
Measuring Success – 5 key criteria 01 Lead generation tracked by source 02 Direct Mail (on & off line) – response captured 03 Visitors to Websites – analytics track behaviours 04 Bespoke product booked on Honeycomb – revenue generated 05 Growth in Members participation in Marketing Campaigns - +10% pa. • Review & Feedback to Business Partners every quarter - ROI tracked
• Learn & adapt
- Each Campain will improve on the last, going from strength to strength
Marketing Strategy & Campaign Plan 2014