6. 1. Own Your People
1. Identify which ones are in the market this year:
Email: "Coming To Durango?"
Facebook: Opt-In For 2012 Specials
2. Strike During the Planning Time:
Email: "Get The Most Out Of 2012"
Facebook: Show Specials
What To Do With Them:
● Must email them at least 1 time every 4 months
● Make repeats easy: Points Program
9. 2. Know Your People
Segment And Narrowcast The Conversation
● Pinpoint Actionable Feedback
● What do you ask on the phone?
● If you knew _____, what would you do differently?
● When do they plan?
● When do they buy?
● Stop asking how they found you and other 'nice to know'
Segments:
● Location: In-State vs. Out-of-State
● Time Of Year: Planning vs. Buying
● Source: 'durango family vacation' vs. email vs. Leads
16. 4. Expand Conversion Points
Create More Soft Conversion Points with a Reason
● Sweepstakes
● Facebook (with caution)
● Build Your Own Trip
● Get A Quote
● Send To A Friend
● Have Us Call You
● Talk To A Guide
● Call Now
● Have Questions
● Get deals on Facebook
● Get a free picture
● Not Deals
23. 7. Focus On The 72 Hour Window
1. Find all Leads that contacted you in the last week
1. Contact Forms
2. Open reservations
3. Phone calls
4. Lead programs
5. Deals
6. Other Opt-Ins and Soft Conversions
2. Remove anyone who made a Reservation
3. Ask for the Reservation
"Hello, We saw that you _____, but we don't have you
booked. May is filling up. Can we suggest _____ ...
24. 8. Email To A Content Calendar
Email still Converts more than anything. Still.
Example Content Calendar:
1. Segment by in-state, out-of-state
1. In-State gets greater frequency
2. Out-Of-State gets a reason to come
2. Coordinate Message with Social, and Partners
3. Post It
4. Write It - Stage the following emails to reinforce
5. Send It - in season it should just the release button
25. 9. Don't Be Too Busy To Be Smart
Are you really so busy handling Onesies and Twosies that
you can't address the 350,000 people who Like www.
Facebook.com/VisitColorado?
Are you really so busy handling today that you can't send a
proper email tomorrow?
27. Review
1. Own Your People
2. Know Your People
3. Have A Conversation
4. Increase Conversion Options
5. Optimize Conversion Points
6. Stop Anti-Social Social
7. Focus On The 72 Hour Window
8. Use Content Calendars
9. Stop Being Too Busy To Be Smart
