Expedia case study
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Digital marketing strategies to increase global digital (ecommerce) and mobile travel sales (mcommerce).
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Expedia case study
- 2. BACKGROUND & SITUATIONAL ANALYSIS 1. Only 2 OCT “families” dominate the online market: Expedia and Priceline. 2. Lack of two-way communication 3. Almost inexistent after sales support by third party sites
- 3. What have they been up to? https://www.youtube.com/watch?v=hlvZKs4-aEg
- 4. Our Goal To amplify the company’s target, inviting a younger audience to the Expedia experience and to leverage existing resources that can generate more profit and awareness of the brand.
- 5. OBJECTIVES 1. To obtain 15% more unique visitors by June 2016 2. To increase awareness of Expedia Rewards by a 10% by June 2016 3. To open up Expedia’s target by generating market awareness and brand building preferences by 40% by June 2016
- 7. Expedia’s Target In 2009 Baby Boomers accounted for: More than one third of leisure travel 40% of businesses travel In 2015 Baby Boomers are postponing traveling for a better retirement Baby Boomer
- 8. Millennial • Most likely to take long trips • Take up to 3.19 trips annually • Spend less than Baby Boomers on trips • Use their smartphones to book trips -36% use them to select destinations -23% use them to book a vacation 87% 53% 37%
- 9. Strategies and Tactics Persuasion and awareness Campaign • Direct Marketing • New Partner! To obtain 15% more unique visitors by June 2016 Engage Millennials trough different activities • The blogger contest • Expedia, new basketball sponsor
- 10. To increase awareness of Expedia Rewards by a 10% by June 2016 Reinforce Expedia Rewards benefits • Partner up with an NGO and promote rewards on behalf of both, Expedia + elected NGO • Email, marketing campaign Online advertising and awareness campaign • Update Expedia app, compare saving between those who use the app and those who don’t • More than just points, select the event and choose the award
- 11. To open up Expedia’s target by generating market awareness and brand building preferences by 40% Engage key audience and motivate donations through a 5k run • Apple announcement to colleges • Event registration through website, top ten places will be announced • All donations go to our favorite NGO Thank you loyal customers! • Thank you note on previous participant colleges newspapers • Invitations to special event, “Meet our new brand ambassador”
- 12. Obj. 1 SA Obj. 1 SA TA Obj. 1 SA TB Obj. 1 SB Obj. 1 SB TA Obj. 1 SB TB Obj. 2 SA Obj. 2 SA TA Obj. 2 SA TB Obj. 2 SB Obj. 2 SB TA Obj. 2 SB TB Obj. 3 SA Obj. 3 SA TA Obj. 3 SA TB Obj. 3 SB Obj. 3 SB TA Obj. 3 SB TB July Aug Sept Oct Nov Dec Jan Feb Mar Apr May June Calendar
- 13. Measurement: Variables • Email open rates and direct mail response • Social media engagement, sentiment, driving event sign-ups and promotional deals through social posts • Digital ad success: click through rate and actions after click • Blog hits and ROI on individual bloggers • App download numbers, average use time, and actual success at selling the product • Event attendance and sponsor/partner metrics
- 14. Measurement Tools •Social media hub tools • Google Analytics • TrackMaven • SocialTables
- 15. Mock-up: Facebook & Twitter
- 18. Mock-up: “Thank you” collateral
- 19. SWOT Analysis Strengths •Diversified geographical presence •Strong brand portfolio •Wide distribution network Weaknesses •Declining operational performance •Limited liquidity position Opportunities •Growth in global airline traffic •Positive outlook for global travel and tourism sector •Strategic growth initiatives Threats •Foreign currency fluctuations •Risks related to competitive brandjacking •Risks related to unforeseen circumstances
- 20. Questions?
Notas del editor
- Expedia has 78 Million monthly unique visitor’s world wide (Expedia Media Solutions, 2015), our goal is to increase that number by a 15%. By June 2016 the number of monthly unique visitors will be of 89.7 Million.
- Very active on social media, from 2007 to 2009 Baby Boomers took a major step when the social media percentage usage grew a 15%
- Persuasion campaing to increase brand awareness Direct Marketing In community businesses and service clubs, associations, travel media, country clubs, courses. Basic flyers and discounts for the first trip they take after registration. b. Partnering with the (American Association of Retired Persons) Contributing to their newsletter and to educate Baby Boomers on travel technology, airline scams Engage millennials trough activities, contests and sponsoring of sporting events to increase participation on website Create a contest and invite top influencer bloggers to participate on a summer trip in which all expenses would be covered by expedia for them to enjoy and blog about it Expedia would sponsor 10 basketball games per season for college sporting events, random selection of registered colleges, winners announced through expedia’s website.
- Reinforce the benefits of the rewards and provide information trough established channels Put a story in an NGO newsletter on the opportunity to sign up for rewards. Promotional material for the NGO to give in their events can be provided by Expedia. Email, marketing campaign explaining the benefits of the rewards Online advertising and awareness campaign Update Expedia app, compare saving between those who use the app and those who don’t, in a storytelling kind of way Different system besides points rewards, you could choose from a list of items categorized by events, wedding presents, graduations, everyday…
- To open up Expedia’s target by generating market awareness and brand building preferences by 40% Engage key audience and motivate donations trough a 5k run Apple announcement to colleges inviting them to participate. Apple would provide promotional material like tshirts and medals. Event registration through Expedia’s website and listing of top 10 places Donations would be given to the NGO that partnered up for the Expedia’s rewards To thank loyal customers who have contributed with blogs and expedia rewards Expedia would create a live event Pitch story on traditional media Create the event to present our new brand ambassador. Two brand ambassadors, 6 months male rest of the time female