Marketing Strategy Presented Kim Nguyen

Contents About us Personas Marketing Objectives Tactics: Facebook YouTube Search Display Questions?

About us Starring... Travel Agent You DriveAway

Statistics Based on 2018 Newsletter 1% Wholesalers 7% SEO 5% Affiliate Travel Agent Web 52% Travel Agent Phone 20% Wholesalers 7% Google 6% Affiliate SEO 5% Direct 3% London Brisbane Melbourne Auckland Dublin Los Angeles Cairns Sydney 8% 6% 4% 2% 0% Based on 2018

Demograhics Based on 2018 18-24 3% 65+ 10% 25-34 29% Male 30% 55-64 45-54 20% 35-44 19% 55-64 65+ 10% 18-24 3% Female 70% Male 30% Based on 2018

Personas: Wanderlust Wendy Female, 25 years old from  Sydney Travel Agent Travels overseas 5 times a year for work (famil) and leisure Needs: Travel around Europe, Is very curious and wants to explore a new place every time she travels. Follows travel bloggers and takes instagram worthy travel shots. Challenges: Only has a short time to travel. Wants to see as much as possible in a short time. Behaviours: Has a low-medium budget, likes to stay in hostels, enjoys planning her holiday herself. Demographics: Average spend is around $250 per day Income is between 45,000-50,000 per year Travelling with her partner- the photographer for her IG.

NEWLY GRANDAD GRAHAM YOUNG MUM MELISSA Graham and Susan are 60 years old. Travelling to Melbourne to see their new grandson. Susan does the planning and Graham does the driving. They have a budget and only require a car to get from A to B. Prefers to call and speak to someone rather than online. They have a medium budget. They are financially conscious as they are heading towards retirement. YOUNG MUM MELISSA Melissa and her husband Tom, have a 6 month old and are looking to travel with their bub for the first time. As it is her first child she wants to make her first trip perfect. She has strong family values and doesn't mind going outside her budget for her family's comfort. They are very technologically aware and weigh up their options before making a decision.

Our Business Goals What We Aim to Achieve We aim for exceptional customer service at competitive prices. Be one of the top car hire brands in Australia.

Challenge: Why visit our brand? WE NEED TO STAND OUT IN THE STIFFLY COMPETITIVE CAR HIRE MARKET. Direct? Wholesaler? Travel Agency?

Marketing Objectives: Building customer brand awareness of the brand. Increase website traffic. Increase social media following. KPI Increase the website traffic by 20% in 12 months.  Increase branded searches terms by 30% in 12 months Increase Facebook likes and YouTube followers by 20% in 12 months

Tactics SOCIAL MEDIA SEARCH DISPLAY Facebook Youtube Google Ads Rich media Ads Native ads Google Ads Organic Search Facebook Youtube Tactics

Facebook Owned Earned Paid Video links Blogs Helpful Travel articles Campaign/ Landing pages Facebook Travel Group Share to win competitions Facebook Earned Feedback! Leave us a review In 2017 92% clicks came from Facebook vs. other social media In 2018 91% of clicks vs. other social media Paid Pixels-Retargeting: Lookalike audience Ad Manager: A/B test When to place ads

Youtube Relaunch our Youtube channel from scratch (old branding) DriveAway Branded content About us video: Relaunching videos with branded content. Sharing Youtube video over other channels, websites, Instagram, Facebook. Youtube paid ads. Google Brand lift- Survey & Google searches to optimise brand campaign Manage search activity through organic search Youtube

Search Content: Increase sessions- new and interesting content Keyword tools: SEM Rush/ Answer the public What are people searching for? Keywords: Using Keyword planner to use the most searched keywords Car Rental vs. Car Hire Google Analytics Featured snippet optimisation Retarget based on customer searches Relevant Meta descriptions and Meta titles Search

Display Creating Ads around destination campaigns Desktop 86.9% Mobile 9.1% Tablet 4% Creating Ads around destination campaigns We don't know our audience well enough. Google analytics: Our market interests is travel, news & wellness/fitness Targeting Native advertising: Outbrain Internal tracking system/UTM codes to tracking- always missing info. Tracking with promo codes Testing different CTA and layouts. Rich media: Expanding, push down, video, lightbox Retargeting Display

QUESTIONS? Google brand lift: https://www.youtube.com/watch?v=ZnXtoSF-kwU