Digital Marketing presentation - City University, London - Leisure - Teach Digital - www.teachdigital.uk

1. Mercurian – the travel and event specialists
www.mercurian.com

2. Who are we?
►Mercurian is a professional Event Management company and full
service provider in the organisation of Travel Trade events in the
UK
► We are a group of creative professionals, specialised in tourism
consultancy and event management
►We work with all Tourist boards and companies from around the
globe wishing to bring people together for an informative day or
evening
►We are a team of 10 all with a travel and event background. We
believe this is a perfect mix
►We have the knowledge of both industries to provide the perfect
combination for a special event

3. Our Target market
►Retail travel agents
►Business travel agents
►Travel consultants
►Home workers

4. Personas
►People working within the travel industry looking to find an
efficient way to draw in new customers and showcase new
destinations to existing customers
►Travel consultants with good prior knowledge of the travel
industry who want to be kept up to date with news and
developments
►People who want to attend travel events to find out about best
new destinations
►Ideal venue for networking and gaining new contacts

5. Homepage

6. About Us

7. Contact Us

8. WHY SOCIAL MEDIA
►Inspire our audience
►Engage with our customers and allow them to interact with each
other
►Build a database
►FAQ
►Picture gallery
►Blogs
►Build up our followers

9. SOCIAL MEDIA

10. Social media information
►Facebook (pictures from events, discount codes for cheaper event booking,
competitions to win holidays, reminders of registration deadlines, tweet about new
content on website eg. new video or blog post, engage with industry experts. Add function
on website so that means people can share on social media when they book)
►Twitter (updates on upcoming events, reminders of registration deadlines, tweet
about new content on website eg. new video or blog post, engage with industry experts.
Add function on website so that means people can share on social media when they
book)
►Instagram (pictures supplied by those exhibiting at events, a few pictures of the
events themselves). Encourage followers to comment
►Blogs (blogposts from industry experts, people who have attended events,
staff working at events). Encourage attendees to comment
►YouTube (interview with attendees describing the event)
►Affiliates (with external tourist boards)

11. Blog
Blogsite will be regularly updated with write-ups from events, guest blog posts from our
staff and other travel industry specialists

12. Adverts
►Advertise on Tourist Board sites
►Advertise on ABTA website
►Web banners on OTA sites (on line Travel Agency) such as
Expedia, booking.com
►Advertise in trade magazines – TTG, Travel Weekly, ABTA
Magazine
►Google ad words

13. Sample Adverts

14. Email marketing
● 2 different newsletters:
● 1 for those who have attended events or who might want to
attend (content: updates on new destinations, info on upcoming events, discount codes for cheaper
booking, competitions to win holidays, reminders of registration deadlines. Call to action: visit our website and
book onto an event)
● 1 for travel industry workers who might want to book an event
(content: news about new venues, new things we can offer for events eg catering partnerships, pictures of
recent events, ‘case studies’ of exciting events. Call to action: Get in touch with us so that we can organise
your event for you)

15. Sample Newsletter
► For travel industry companies who might want to book an event

16. SEO►Internal Links: Hyperlinks on the web pages that when clicked,
will direct to the user to a new page of the same website
►Hyperlinks to all Social media, blogs, our website, newsletter
►External links: Hyperlinks when selected, directs the user to our
website
►Key words: destination information, travel events, holiday ideas
►Meta data = “keywords” content = Mercurian, holidays, events,
travel

17. Adwords
► The adwords campaign will revolve around increasing our number of conversions.
Ultimately, between the visitor conversions on the website and most successful
adverts, we will have tried-and-tested facility whereby we can spend X money and
obtain X results.
► Re-marketing is an additional option for converting visitors to the site. It’s not an e-
commerce site, we want them to be leaving names and numbers or subscribing to a
newsletter.
► Relating back to the idea of customer personas, we need to be thinking about
effective ways to target our customers during their searches.
► In the same way as SEO, our content needs to be relevant to the advert we are
displaying and what people are looking for.
► Each ad needs to be as tailored as possible to the keyword. In turn, this keyword
needs to be as relevant as possible to the page they are going through to.
Relevancy and content all the way.

18. Google Analytics
So we all know what Google analytics is and what it does, so it might be a good idea to put forward
some useful tips.
For example, although the graph page defaults to 30 days, by extending it to 3-6 months you are
able to pick up on larger trends. You can tell which pages, on the whole, have been bringing in the
most of the traffic, page views and daily visits.
This is the place where you improve your adwords campaigning. Analytics provides a
comprehensive set of data; such as what keywords visitors typed that led them to the website and
what the most popular keywords that lead visitors to the website are.
Things like visit duration measure the engagement levels of people. It shows how interesting our
content is. There is also a certain engagement threshold whereby if a visit lasts more than 61-180
seconds, they are more likely to stick around for an extended period of time.