Content is King; Making the Most of Supplier Relationships to Enhance Online Marketing Strategies

Content is King!

Making the most of your supplier relationships to enhance marketing

strategies.

Four opportunities to strengthen partnerships with your suppliers while making the most of online marketing.

Four opportunities to strengthen partnerships with your suppliers while making the most of online marketing.

#1: Create custom content that tells the story of your brand.

#2: Incorporate your supplier’s news and updates into your own marketing content.

#3: Develop custom programs and market together

#4: Use suppliers video and images liberally

#1: Creating custom content#1: Creating custom content

We’re in the business of selling experiences, not commodities.

Create content that communicates your unique point of difference, brings your brand to life.

You’re suppliers are doing the same thing, so partner with suppliers who are aligned with your brand.

Generate Content On TourGenerate Content On Tour

• Timely, gets people engaged• Work with guide to send photos/videos/text daily• “edit/curate” the text to ensure brand quality• Post daily to blog/tweet/facebook• Make it easy (and fun) for guide • Offer guests a place to share photos during their trip (copy an

email to your facebook page etc

#2 : Incorporate your supplier’s news and updates into your own marketing content.#2 : Incorporate your supplier’s news and updates into your own marketing content.

Widgets help share content Widgets help share content

Destination News Tweets from other sources

Share social content and (trip/blog)feeds in one place

#3: Develop custom programs and joint market#3: Develop custom programs and joint market

#4: Liberally use the images and video suppliers work very hard to produce.#4: Liberally use the images and video suppliers work very hard to produce.

Ask for Videos to be unbranded: Create and share relevant videos in one playlist

Ways to post contentWays to post content• Blog: Write short, interesting posts• Read and comment on other’s post and photos (be generous)• Take photos and videos (using a mobile phone, flip video or digital camera)• Share photos and videos (on Facebook, Flickr/Picassa)• Tweet short updates and photos on location• Checkin and add tips• Embed Video Playlist relevant to tours (with hotels and activities)• Embed slideshows from photo sites• Embed Widgets onto your site or blog• Distribution sites: using trips and reviews as content

Why Blogs are more important than everWhy Blogs are more important than ever

• Blogs are yours…..they are where you share news, insight, photos and stories with clients and with the world.

• They are not static• Blogs offer RSS (real simple syndication) that larger sites and APPS can

pick up• Postings on Facebook and twitter should direct people back to your blog

Your Trip Feed RSS=

Your Trip Feed RSS=

Why Tablets are Changing ThingsWhy Tablets are Changing Things

• Live Magazine • Content pulled in from

sources • Create your own

magazine (Readers)

Your article with a video/photo library attached.

Your article with a video/photo library attached.

2011 trending: New media and technology

how it might effect your company??

2011 trending: New media and technology

how it might effect your company??

New Mobile: smart phones and tablets use in travel-bookings, purchases,

updates, positing, connectingNew Social: changes in facebook, commenting, questions, group

messaging, twitter's use in global crisisNew Search: google +1, twitter rankings in google etc.Location CheckIn: safety as well as relevant product upsales and tipsDeals: Group Buying/Flash Sales

Interested in a Webinar?Interested in a Webinar?

Adventure DrinksAdventure Drinks

• Fixed Monthly Schedule? First Tues or???• Agenda? or just drinking and chatting?• Venue?• Send us an email to make sure you are on the list!

Thank You! Thank You!

Kathy Dragon kathy@traveldragon.comSarah Fazendin Sarah@travelmarketingworldwide.comAlexia Nestora Alexia@lassocommunications.com