Internet Marketing Case Study

An owner managed luxury 32 Bedroom property in a semi rural location had a web presence that was outdated and had no ecommerce facility available. In addition every time the client needed to update the site the web developer was charging extortionate prices. Spends in the on-line arena were ad-hoc and not measureable.

We recommended that what was needed was to build a new web presence for the property from starch, and research an appropriate web booking engine to facilitate on-line bookings. We visited the property and listened carefully to all personnel involved in the marketing process. In order to get inclusion for the new site, it was necessary to have everyone input into the specification for the build of the new site. We prepared the specification once approved, and project managed the build of a new web presence for the property.

Research was carried out regarding booking engines, and it was decided to utilise the booking engine provided by the hotel’s marketing consortium as this was the most cost effective solution available. In addition, updating several channels of distribution could pose operational problems on the property.

We drew up and executed a far-reaching on-line marketing programme for the site which included, SEO, links policy and search engine advertising. Various email marketing programmes were researched and the most suitable chosen. Finally, an annual editorial calendar was drawn up for communication with the visitors to the site.

The reaction to the new web presence from old visitors and new was phenomenal. The visitor numbers grew strongly and continue to do so today. Conversion rates of lookers to bookers are high and the property can be found on all the major search engines globally. The property has a growing database of email address from people who visit the site and wish to be kept informed on a regular basis of this happening on property. Ezines are mailed on a quarterely basis to this database. The property itself can now update or add pages to the site and regularly do so.

In essence the web presence had become a living working representation of the property.

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