Sun Valley Tourism - A DMO in the Canadian Rockies (Fictitious)
Moderate SEM/SNM Package Example
Sun Valley Tourism, a DMO (Destination Marketing Organization) located in the Canadian Rockies, is a destination resort area. Core objectives for the fall and winter season (6 months) advertising campaign are:
- Profile packages offered by its marketing partners
- Target Calgary, Alberta, a nearby major market
- Isolate and target travel agents
- Gather analytics for campaign analysis
With these goals in mind, the DMO sends a quick email to Altitude Search Marketing, which in turn manages the details of the campaign.
Target
To best target potential visitors in the Calgary area that fall under Sun Valley Tourism'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, employer, and in this case, occupation (travel agents). SNM's ability to so accurately target specific demographics is unprecedented and really has no counter-part in traditional advertising.
To target potential visitors in Calgary looking for overnight packages and track booking conversions (via a website landing page featuring all of the DMO's participating marketing partners), Altitude Search Marketing utilizes the features of SEM. To target travel agents, SNM is used.
Monitor
Campaigns are monitored and refined on an ongoing basis by Altitude Search Marketing. To give Sun Valley Tourism an accurate illustration of campaign performance, the DMO receives a tailored visual report and a detailed overview report (MS Excel) each month (also available on a weekly basis).
Analyze
After the six (6) month campaign is complete, Altitude Search Marketing sends Sun Valley Tourism 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 Based on Four (4) Marketing Partners
(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.
