BEST MARKETING PRACTICES ALEX BERARDI TRAILWAYSNY.COM Adirondack, - PowerPoint PPT Presentation

BEST MARKETING PRACTICES ALEX BERARDI TRAILWAYSNY.COM Adirondack, Pine Hill, & New York Trailways

Why a new website?  We made it to stay competitive and to attract new business  New advances in technology are available to take advantage of  We wanted to be mobile friendly but we didn ’ t want to have to update multiple sites  The answer?  A Responsive Wordpress Website

Responsive demonstration

Interesting Features  Red Alert Service Advisories  Google Analytics Plug In  Wordpress Editing Functionality  Hosts Constant Contact Email Content  Layout and Design Supports SEO (Mobile)

A moment on statistics What do you know about your website users? What do you know about your frequent users? What do you know about customers who bought tickets online? Gender Age Location Computer Type Software

Help! I Need Better Marketing!  A New Website  A Mobile Website  A Mobile App  Social Media  Online Advertising  Printed Advertising

Where do I start?  Branding!  Branding is the strategy and marketing is your tactic  Define your brand  Brand Features and Benefits  Differentiation  Positioning Statement  Value Proposition  Tagline  Logos, Logos, logos!

Define your brand  For over 85 years, Adirondack Pine Hill and New York Trailways has been operating comfortable, safe, affordable, and reliable scheduled bus service throughout New York State and to nearby Canadian destinations.  Should be longer – may include a company history.

Brand features and benefits  Features  Benefits  85 years of  Customers can trust us experience our experience  Modernized fleet  Increased productivity including wifi and outlets  Our wonderful saftey  Customers can feel at record ease traveling with Trailways

Positioning statement  At Adirondack, Pine Hill, and New York Trailways, our commitment to exceptional service and attention to detail delivers millions of travelers to their destinations comfortably, affordably and reliably on time.

Tagline  When Getting There Matters!

Where to go from here?  We are doing this to advertise to consumers (they expect the best now)  All of this helps your SEO which drives sales (no mobile site then google wont list you higher when someone searches on a phone)  Advertising to businesses (wifi, wraps, aggregators like busrates.com or busbud.com)

Additional talking points  Who has a call center? Do they do social media?  Software can help: ZenDesk, Hootsuite, Clickchat on website  Is your name web and social media friendly?  Customer surveys are a great starting point. Try surverymonkey.com! Rider statistics really help with B2B advertising (income, age, education level.)

Talking points continued  Photoshoot – how much should that cost? Should I use a friend?  How much will all of this cost? Graphics, Coders, Webmasters, Branders?  How do you come up with social media content?  Think like a customer – not a bus person! It ’ s a bus rental – not a charter!

Talking points continued  Website hosting and redundancy – one hour of missed sales can cost you a lot of money!  Do you have WiFi? Are you advertising your company on it?  Try using the weather as part of your marketing strategy  How much money should I spend on website Statistics?

Talking points continued  Should I be advertising online? Facebook / Google  Do you know your cost of customer acquisition per channel? Why is this even important?  I’m a smaller operator or my customers aren’t as internet savvy. How much time and money should I commit to this?

Search Engine Optimization

Talking points continued  How do I Improve my Search Engine Optimization?  Have a top quality architecture on your website  Low bounce rate  No hotword/ keyword cheating  Be mobile friendly  Have many link ins – create more content for linking  Link to and have active social media following

Thank you for not booing me off stage! MORE QUESTIONS? ABERARDI@TRAILWAYSNYCOM Adirondack, Pine Hill, & New York Trailways