Travelzoo.com Marketing Plan

Travelzoo.com Marketing Plan

By: Katie HaleBy: Katie Hale

Brief HistoryBrief History

• Founded in 1998 by Ralph Bartel• Initial Investment of $10,000 to start

• August 2003, launched email notification services to users

• December 2003, Travelzoo.com went public on NASDAQ SmallCap Market

• Founded in 1998 by Ralph Bartel• Initial Investment of $10,000 to start

• August 2003, launched email notification services to users

• December 2003, Travelzoo.com went public on NASDAQ SmallCap Market

Business ChallengesBusiness Challenges

• Travelzoo.com can easily get lost in the wide range of competing sites that offer similar services

• Travelzoo.com must see this challenge and develop a marketing strategy to make themselves stand out from competitors.

• Travelzoo.com can easily get lost in the wide range of competing sites that offer similar services

• Travelzoo.com must see this challenge and develop a marketing strategy to make themselves stand out from competitors.

How to Stand OutHow to Stand Out

• Continuing Travelzoo.coms theme of comparing top sites with best deals, they position themselves someone different from the rest as they are providing a similar way to shop for hotels, airline tickets, and vacation packages.

• Continuing Travelzoo.coms theme of comparing top sites with best deals, they position themselves someone different from the rest as they are providing a similar way to shop for hotels, airline tickets, and vacation packages.

Components of The Marketing Plan

Components of The Marketing Plan

• Social Media• Though social media sites, Travelzoo.com

could potentially expand their brand awareness through viral promotions and deals to their followed customers

• This would not only allow those who follow you on those social media networks to have an incentive to your following, but also create a relationship between the customer and the company, making it a more personable experience.

• Social Media• Though social media sites, Travelzoo.com

could potentially expand their brand awareness through viral promotions and deals to their followed customers

• This would not only allow those who follow you on those social media networks to have an incentive to your following, but also create a relationship between the customer and the company, making it a more personable experience.

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QuickTime™ and a decompressor

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Components of The Marketing Plan

Components of The Marketing Plan

• Blogging• Blogger outreach can be a motivating source of

brand awareness as statistics show that 80% of consumers use products that were advertised through word-of-mouth, not paid advertisements.

• By developing a relationships with blog sites, this will create more willingness from bloggers to promote our company on their blogs, while talking about current promotions that are available.

• This source of new media tactics come at an extremely low cost to the company and can only broaden awareness and usage of the site.

• Blogging• Blogger outreach can be a motivating source of

brand awareness as statistics show that 80% of consumers use products that were advertised through word-of-mouth, not paid advertisements.

• By developing a relationships with blog sites, this will create more willingness from bloggers to promote our company on their blogs, while talking about current promotions that are available.

• This source of new media tactics come at an extremely low cost to the company and can only broaden awareness and usage of the site.

Components of The Marketing Plan

Components of The Marketing Plan

• New Media Public Relations• Creating buzz through both social media outlets

and blogs across the web will allow consumers that might not know about the brand become more familiar and possible spark usage of the site for their next travel deals.

• Not like a normal press release, Travelzoo could use their social media outlets to rely news and changes from their site or just travel information in general that would help engage awareness of travel news and also what is happening at Travelzoo.

• New Media Public Relations• Creating buzz through both social media outlets

and blogs across the web will allow consumers that might not know about the brand become more familiar and possible spark usage of the site for their next travel deals.

• Not like a normal press release, Travelzoo could use their social media outlets to rely news and changes from their site or just travel information in general that would help engage awareness of travel news and also what is happening at Travelzoo.

Tracking the ResultsTracking the Results

• Travelzoo would be able to track results of this viral advertising and promotions through “promo codes” that can be entered at time of purchase that will allow a specified discount to only those who saw the advertised promotion.

• This will allow for Travelzoo to track how many people took advantage of the promotion and whether certain promotions might do better then others.

• This is a learning experience for Travelzoo as it will also be able to change their promotions according to the results that they receive.

• Travelzoo would be able to track results of this viral advertising and promotions through “promo codes” that can be entered at time of purchase that will allow a specified discount to only those who saw the advertised promotion.

• This will allow for Travelzoo to track how many people took advantage of the promotion and whether certain promotions might do better then others.

• This is a learning experience for Travelzoo as it will also be able to change their promotions according to the results that they receive.

TimelineTimeline

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SocialMedia/Blogging

SpecialPromotions

WinterSpringSummerFall

• Through social media outlets, and bloggers, there would be a consistency with information and deals pushed to followers of Travelzoo.

• Special Promotions would run more frequently through holiday seasons and travel peaks.

• Through social media outlets, and bloggers, there would be a consistency with information and deals pushed to followers of Travelzoo.

• Special Promotions would run more frequently through holiday seasons and travel peaks.

BudgetBudget

• The budget for this type of Marketing plan is very little, if any out of pocket costs.

• Due to social media outlets being free to use and promote products, services, and deals, Travelzoo will only need to factor in what costs come along with travel promotions they are offering, which would have been calculated in their budget.

• The budget for this type of Marketing plan is very little, if any out of pocket costs.

• Due to social media outlets being free to use and promote products, services, and deals, Travelzoo will only need to factor in what costs come along with travel promotions they are offering, which would have been calculated in their budget.