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An overview of the benefits of working with travel bloggers. Travel blogs offer one of the most cost effective means to market today.
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Gary ArndtEverything-Everywhere.com
WORKING WITH
BLOGGERS
Who took this photo?
Can you recognize these people?
Why Work With Bloggers
Data and More Data
UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. That is only 10% less than traditional media and up from 0% just 5 years ago. It is the fastest growing source of information for travelers.
http://www.etc-corporate.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf
Data and More Data
World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video/content marketing.
http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf
Data and More Data
2011 Google report shows 24% of personal travelers and 40% of business travelers have read a travel related blog in the last 6 months.
http://www.thinkwithgoogle.com/insights/library/studies/travelers-road-to-decision-2011/
Data and More Data
Rise of travel bloggers is listed at a trend in the 2011 World Travel Market report.
http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24
How to work with Bloggers
Working with Bloggers
Internet personalities aren’t just about pageviews. If you think of blogs as nothing more than a place to put banner ads, you are doing it wrong.
Personalize your approach
Provide incentive
Blogger Case Studies
“When trying to promote a book, the main place you want coverage is on a popular single-author blog or site related to your topic.” - Michael Ellsberg, Forbes.com
http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/
Case Study: Michael Ellsberg
Case Study: Lanai New Media Artist-in-Residence Program
7 Bloggers invited in January to June 2011
516% increase of Google searches for “Visit Lanai”
Visitor spending up 28% (more than other Hawaiian islands)
715% ROI based on program costs
Total return of $1.5m in PR/SM value
Syndication on USAToday.com, TheAtlantic.com, LonelyPlanet.com
Case Study: G Adventures Wanderers in Residence Program
7 bloggers invited in 2010
Exclusively use G Adventure for group adventure travel
Companywide roll out. High level commitment.
Tour sales with record sales times
Case Study: G Adventures Wanderers in Residence Program
May 2012 Photography Tour in American South West
Tour sold out in record time with wait list.
$3,000 + 2 week time commitment for each buyer
Affiliate links did NOT track actual sales
Hypothetical Blogger Comparison vs Big Media
Conde Nast TravelerEverything Everywhere
Monthly Readers ~800,000 ~100,000
Costs Midtown Manhattan office space, staff of 100’s
Suitcase, laptop, camera, food, hotel rooms
Advertising Prices
$100,000 = 1 page, 1 issue $100,000 = Everything for 1
year
Advertising Quality
1 page flip in competition with dozens of other advertisers
100% banner inventory, no competition, social media mentions, meet ups, travel projects, personal appearances, SEO, videos, etc.
Total Exposure ~800,000 ~1,200,000Growth Shrinking Growing
Click Through No Yes
TRAVEL COMPANIES HAVE LAGGED BEHIND CONSUMER BRANDS IN
WORKING AND PARTNERING WITH BLOGGERS AND ONLINE INFLUENCERS
BLOGGERS AND INTERNET PERSONALITIES OFFER A LEVEL OF PERSONALITY AND TRUST
THAT NO MEDIA PROPERTY CAN MATCH, AND CAN DO SO AT A
FRACTION OF THE COST OF TRADITIONAL ADVERTISING.
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