Shelby VeldmanNMDL 2010

It’s a jungle out there.Why not explore it?

Uncovering TravelzooBrief History

• Global internet media company, founded 1998

• Travel/entertainment offers from over 1,000 companies

• 214 employees worldwide

The Goal

• Expedia• Travelocity• Priceline• Yahoo!• Google

Competitors

• Build Strong Brand Awareness• High travel site competition

• Increase Reach by 20%• Specifically students searching for spring break deals• Increased reach will appeal to advertising clients

Uncovering Travelzoo

• Young adults (20-30)• College students• Spontaneous• Budget shoppers

Target Audience

Strengths

• Provide airlines, hotels, cruise lines, vacation packages

• Travelzoo Web sites • Travelzoo Top 20 newsletter• Fly.com; travel search

engine

Products

• Emphasize real-time listing performance abilities• Online advertising has advantage

over print• Ads can be changed, updated, deleted,

tracked

Challenges/Threats• Recession decreased

consumer travel• Less traffic and

purchases• Travel companies

reduce market spending

• High competition• Brand awareness• Competing for

advertisers’ dollars

• Natural disasters, catastrophic events• Effect travel

destinations• Internet concerns; laws

and regulations• Liability for information

retrieved or transmitted

• User privacy

Social Media• Facebook and Twitter

• Interactive links, traveling tips, trivia

• YouTube• Travelzoo users post

videos of vacations• Post how-to videos

• Social Bookmarking• Digg, Delicious,

StumbleUpon• Flickr

• Fun photo-edited pictures of zoo animals traveling

• Blog• Top 20 deals • New products and

promotions news

Timeline• Seasonal peak during Spring Break (March)• Targeting college students• Due to low cost, take campaign action

immediately• Establish social media reputation leading to

more receptive Travelzoo marketing 2 weeks prior to Spring Break month (mid-February)

Budget• AdWords

• Budget: $7,000• Search engine ads• Pay-per-click • Keywords

• Travelzoo.com net income: $3.24 million• Increase from $1.61

million in 2009• Advertisers pay up to $2,000

per month• Travelzoo reaches nearly

70,000 users daily• Travelzoo doesn’t get portion

off deals booked• Social media and Word-of-

Mouth: Free

Tracking Success• Increase fans on

Facebook and followers on Twitter

• Respond effectively to user comments

• Monitor what consumers say about Travelzoo

• Cost of promotions and labor

• Free social media use• Facebook, Twitter,

blogging, YouTube, social bookmarking, Flickr

Tracking Success• Google Analytics• Hootsuite.com• Monitter.com• Twendz.com

Just one click away