Hubspot Partner Success Workshop Creating a Sales Funnel and Inbound Marketing Strategy for the Travel Vertical 1/24/13

Organizational Background Partnership Building Destination Development Enterprise Development Marketing and Distribution Public-Private-Residents Tourism Clusters Industry Associations International Partners Strategic Planning Product Development Investment Promotion Resource Conservation Business Planning Investment Promotion Skills Training Sustainability Criteria Branding & Storytelling Interactive / Online Social Media / PR Trade Distribution

Traveler Funnel Travel Trade Funnel Solimar works with our destination partners to convert travelers and travel trade by generating and engaging leads at every stage of the buying cycle. A large audience responds to initial awareness activities, then moves through a “funnel” to become a narrow set of high-value leads. Trade partners are the ones who will travel to or help to sell the destination. Traveler Funnel Travel Trade Funnel Introduce traveler to your destination and inspire them to learn more Find trade partners best positioned to sell your destination Develop relationship with traveler through interactive media and personalized communications Educate trade partner about destination’s products and motivate them to be enthusiastic sellers Pass qualified lead to trade partner whose product aligns with traveler’s expectations Providing high quality sales tools to the trade and refer leads to your most engaged partners Convert traveler into a satisfied customer and future destination brand ambassador Convert trade into enthusiastic destination sales partners

Traveler Marketing Activities Our targeted, segmented traveler marketing initiatives follow the traditional, logical travel buying cycle: dreaming, deciding, planning, booking, and experiencing. Our process raises traveler awareness about your destination, inspires and engages travelers at all stages of the buying cycle, and passes sales leads to trusted trade partners to book their trip. Traveler Mindset Traveler Marketing Activities “I want to go on a rustic European holiday.” Optimize website with keywords Improve search rankings Create a blog Launch social media campaign “What makes Douro unique?” “How could I spend my time in Douro?” “Douro is the right place for my holiday.” Offer travel planning guides Distribute a regular newsletter or e-blast “Chat with a destination expert” “Where am I going to stay in Douro?” “How am I going to get to Douro?” Refer lead to qualified sales partner to facilitate final booking “I am having an amazing time on this wine tour in Douro Valley. Everyone else should come next time!” Share experience on social media Review businesses and locations

Trade Marketing Activities Our trade outreach is about creating sales partners that are as motivated to promote your destination as you are. We help destinations create a network of partners that participate in traveler marketing to expand the reach of your campaign and improve their ability to make sales. Trade Partners Mindset Trade Marketing Activities “I need new destinations to sell but what makes Douro unique?” Identify ideal trade partners Make initial calls/visits to gauge interest/ability “I’d like to know more about Douro so that I can offer it to my clients” Educational webinars FAM trips Destination Specialist Program “I know that Douro is an incredible destination but I’m having trouble selling it to travelers.” Provide high quality sales tools Generate qualified leads with actionable intelligence Convert traveler to satisfied customer and a brand ambassador who actively promotes your destination Promote your brand and products on partner platforms (website, social media, print, etc.)

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