digital marketing plan for ghost hunter tours n travels
DESCRIPTION
Sample digital marketing plan for fictional travel companyTRANSCRIPT
Ghost HunterTours & Travels
you FEAR they APPEAR
Submitted By:Jugal ShahKhushal BhattPrit ThakerAmit KediaSachidananda PandaBhavya MishraMansi Sharma
Agen
da
• Concept• Content Marketing• SEO• Web Analytics• Social Media Handlers• Display Ads• Mobile Marketing• Online PR
Conc
ept • Behind many famous landmarks, there is a great
ghost story.• Popular concept in western countries• Tour is a balance of ghost stories in historical
context, with some elements of sightseeing
Objec
tive
• To kindle excitement and encourage people to try Ghost Tourism
• Target people who are looking for a different kind of experience
• Demographic profile – Age group 22 – 40• Psychographic profile – Adventurous,
innovators, sceptics
Cont
ent M
arket
ing • Content – The biggest Digital Asset of the company
• Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience
• Relevant content along with effective SEO strategy can significantly improve page rank
Web
site
Map
Search Engine Optimization
Keyword selection is an important step towards SEO. Things which we need to keep in mind while selecting keyword are: -i. Number of searches for the keywordii. Cost of Keywordiii. Relevance of keyword
Google search of the keywordGhost story, Ghost house, Ghost tourism, Scary places, Bhoot, Bhoot Bangla, Nightmare, Horror, Dark Secret
keyw
ords
Keywords Monthly local search Monthly global search CPC (Rs)
Ghost Story 60,500 6,73,000 20.77
Haunted Places 60,500 5,50,000 17.31
Ghost Tourism 36 320 81.19
Scary Places 3600 33100 10.69
Different Tourism 880 6,600 22.85
Nightmare 49,500 33,50,000 15.62
Bhoot 1,10,000 2,46,000 8.11
Cost and Search frequency of keyword
Month wise search
frequency
Cost
External links from high quality domains serves as an important method to improve SEO. In order to incorporate it we would try to put up our website link in pages like:Ways to generate Backlinks:
• Social Bookmarking• Blog Commenting• Forum Profile Links• Yahoo Answers
http://tourism.gov.in/http://www.tourisminindia.com/http://www.ecotourism.org/?gclid=CM_OxoGj6rUCFcRV3godgmoAUQ
Back
link
s
Met
a Tag
s
• India, story, ghost stories, haunted, hauntings, spirit, spirits, hunter, hunting, investigation, tours, paranormal, supernatural, spiritual, experience, experiences, psychic, psychics, Tours, Bhoot, Bangla etc.
<title> Ghost Tourism, Tours to Scary Places, Supernatural Events Expeience </title>
<META NAME="description" content=―Visiting haunted places, Experiencing ghosts, Tours to
haunted places and supernatural events experience first time in India.">
Social Media Strategy
Socia
l Med
ia• Social media are used for
social interactions. They include the technologies and online practices that people use to share opinions, knowledge, experiences and expectations.
• Social media can take the form of texts, images, video and audio.
• Companies investing more than 30% of their marketing budget in social media marketing can foresee a 6% increase of their gross operating profit• Social media is much cheaper: the cost per 1,000 could be 700 times cheaper compared to other traditional marketing tools• When asking ― How much do you trust the following information sources‖ social media obtained 77% while TV and radio scored 39 % and direct mail only 25 %• Social media is the fastest way for market research, product testing, and allows measuring results easily• Social media is the only way to create a close relation with your customers
*Social Marketing Report, Deloitte,
Social Media Strategy
• Build: Launch a Facebook fan page
• Engage: Conduct quizzes, events, ask fans to give their comments, upload pictures and videos.
• Upload stories and images of ghost haunted places of world
• Publish Fan of the week and Gove goodies to winners of the online promotion events
• Create Polls,
• Promote: Share content with much larger audience with “Promote” and “Sponsored Stories” option
• Launch interactive facebook ghost hunting application
• Post events on facebook page
Youtube
• Build: Launch a Youtube channel and personalize it theme of Ghosts Post photo of famous ghost haunted place in background
• Engage: Upload teaser videos of tour packages
• Engage & Promote: Encourage customers to share their experience and videos they have taken
• Use “Promoted Video” functionality of Youtube to promote videos in youtube to our target audience
• YouTube advertisement
Continue…
• Launch a twitter handle
• Tweet regularly to keep people engaged
• Give live updates and communicate news, offers and events happening to customers
• Use “hashtag” and ask followerd to tweet using that hastag eg#GhostHunting, @GhostHunterTours
• Upload and share images
• Do customer service through Twitter Handle
• Create a “good-looking” account
• Creating Unique Boards for different topics ie sites, tours, stories etc
• Upload and share images on these boards and keep images sharable
• Give a prize to the pinner who gets more shares, likes and tweets of our image
Continue…
• Launch a LinkedIn company page
• Promote blog feed on linked in
• Create highly customized linked ad campaign to reach target audience
• Utilizing Events to Engage Clients
• Join Groups, Connect With People, share ideas and make presence felt in customer’s mind
• Get Recommendations to Attract More Clients
Flickr
• Create a Flickr profile
• Upload photos of your services, cstomerexperiences and related things
• Join appropriate groups and share photos in those groups. Take part in discussion and sell service
Social Media
Blog
• Gives visitors a reason to check out your site again and again
• Constantly updated content
• To provide a reason to your customers to believe us as an EXPERT of the field
• Blog user experiences and images to show credibility of services
Others
• Instagram: Sharing Of photos
• Foursquare: Pointing location and update users about where current tours are happening and making social media presence
• Google+
Mob
ile M
arket
ing • Launch a Ghost Hunter app• The theme of the game would be ―Finding n Hunting Ghosts‖• The game will have themes of real tours• This will be a platform to showcase different tours and packages of
company and as well as spread awareness about the company
• Give Advertisement in free & ―Freemium‖ apps that are used by our target audience
Display Ads
The mystery beyond me
Invites you to explore the unfold mystery and folklore about paranormal activities. Step out of multiplex and come to the real
world with haunted place around you. Get more extreme and adventurous, and book your self an experience of mystery.
you FEAR they APPEAR
Online PR Techniques
Impo
rtanc
e of
PR:
• Helps us to understand the audience and fans assists us in using the right tools for the right audiences. For example : Facebook and Instagram are effective tools for younger audiences, while email , newsletters are better tools to reach an older demographic.
• Promoting an event successfully involves establishing credibility, generating good media coverage and creating a buzz, all of which can be achieved through online PR.
Socia
l med
ia
• This process begins with the generation of high-quality content, a factor at the heart of any online PR campaign. Whether this content appears on the company blog, website, social media profiles or elsewhere online, it is the first stage when enhancing the reputation of a company.
Writ
ing
• News Releases — On-going news releases covers new ghost citings , paranormal activities spotting , eye witness accounts and photographs of recent abnormal activities spotting and promotions, and, of course, key business developments such as contracts and marketing agreements.
• "Perspective" News Releases — The perspective release is a statement by an executive about an issue of importance to his or her industry. Such releases are effective in building recognition and respect for company executives. Editors frequently request these releases be expanded into longer viewpoint, guest editorial or opinion articles
Cont
d.• Articles — We regularly generate features, application and case-
history articles, as well as highly technical articles. After interviews of appropriate people, we do additional research, draft the article, submit it for approval, and place it in an appropriate publication.
• Papers and Speeches — Speaking engagements at key industry events and forums provide important visibility. We can work with you to identify speaking opportunities and write speeches and papers. Each presentation also becomes an opportunity for generating news releases and other publicity, beyond the immediate audience
INTE
RVIE
WS • For all major interviews we prepares a detailed
briefing about the type of publications, the reporter, the subject, and the types of questions expected. For especially important or sensitive interviews, we also prepare a set of challenging questions and review with our interviewee the various answers which would be in our client’s best interests.
Haunted Places: Bhangarh and Dumas Beach
Savouy Palace,Mussorie
Goog
le An
alytic
s Re
port
• Google analytics will be used to make report on the keywords, organic search, demography, volume of data, search location, browser, operating system, device and other details related to system using which the website was opened.
• This will help in better understanding the process of search for our website
Daily Search Report
Location of Search
Active User Report
Monitoring of Facebook users
Budg
et
• Monthly Budget Rs.1,50,000– Advertisement: 60%
• Search Engine Ad: 40%
• Social Media Ad: 20%
– Other Expenditure:: 40%• Events: 5%
• Video + Design: 20%
• Sponsored News: 15%
Time Li ne
ROI Reach 100000000 10000
Impression 56000000000 5600000
Daily Click 133200000 13320
Conversion 10900000 1090
Every mystery is unfold, each time you unfold one another is waiting for YoU…
At your own RiSk…..BeWAre