Martha's Inn - A Boutique Hotel in Vancouver, British Columbia (Ficticious)
Moderate SEM/SNM Package Example
Martha's Inn, located in Vancouver, Canada, is a Four AAA Diamond property. Core objectives for its upcoming three (3) month sales campaign are:
- Sell one night packages for $150 USD per room
- Target Seattle, USA, a nearby major market
- Isolate and automatically offer employees of the Boeing Corporation a $25 USD credit
- Gather analytics for campaign analysis
With these goals in mind, Martha's Inn sends a quick email to Altitude Search Marketing, which in turn manages the details of the campaign.
Target
To best target potential guests in the Seattle area that fall under Martha's requirements, Altitude Search Marketing takes advantage of Search Engine Marketing (SEM) and Social Network Marketing (SNM).
1) SEM - Search Engine Marketing's core advantages lie in its ability to accurately track booking conversions and geographically target searched key words, plus relevant online articles. Think of SEM as targeted advertising to the online general public. Much like the targeted sections of the old Yellow Pages™, you know the searcher is looking for your product, but you don't know too many specifics about what demographic they come from. That's where SNM comes in...
2) SNM - Social Network Marketing accurately targets demographic profiles linked to social networks like Facebook™ and LinkedIn™. This allows organizations to target specific metrics like birthdays, gender, occupation, and in this case, employer (Boeing employees). SNM's ability to so accurately target specific demographics is unprecedented and really has no counter-part in traditional advertising.
To target potential guests in Seattle looking for accommodations and track booking conversions (via a website landing page), Altitude Search Marketing utilizes the features of SEM. To target Boeing employees, SNM is used.
Monitor
Campaigns are monitored and refined on an ongoing basis by Altitude Search Marketing. To give Marthals Inn an accurate illustration of campaign performance, the Inn receives a tailored visual report and a detailed overview report (MS Excel) each month (also available on a weekly basis).
Analyze
After the three (3) month campaign is complete, Altitude Search Marketing sends Martha's Inn an optional campaign summary that shows total performance. This is a great tool for post-campaign education and a tangible asset for assessing success.
Campaign Investment and Revenue (example only, actual figures may vary)
Compare that to traditional media that would likely require a dramatically higher ad buy and offer significantly lower ROI, plus in most cases offer no results tracking.
