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Don't miss out on this valuable advertising space!!

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BACKGROUND WHAT'S E-MARKETING SHOULD YOU BOTHER CASE STUDY
COTSWOLDS.INFO WHAT'S THE ANSWER CAR WITH NO ENGINE ADVERTISING OPPORTUNITIES


BACKGROUND

If you are reading this you will already have a very good idea what E-MARKETING is about or at the least you are interested to find out.

One of the biggest success stories of the internet has been in the field of tourism where up to 65% of vacations are researched and/or booked on-line.

Should you be actively
e-marketing?

Your hotel, B&B, holiday cottage, inn now has a potential of making contact with millions of customers throughout the whole world and not just those passing by or sent to you by the tourist information office.

Amidst the heightened expectations and scepticism, many small and medium sized businesses have doubts about the use of the Internet as applied to their business.

Don't have!


WHAT IS E-MARKETING

E-MARKETING can be as simple as placing an advertisement on a third party vacation or accommodation Website. You need to have an e-mail address so people can contact you immediately. The problem with this is you are totally in the hands of others and their Website may not attract would-be guests to your area.

The second level is having your own website and many of you already have that. But many Websites have not been written to be search engine friendly (even by so-called professionals) and the cost in marketing with the search engines can run into several hundreds of pounds per year, not to mention the cost of hundreds of hours of someones time.

The third level is having a 'professional' website that has been expertly designed and written to give you high search engine rankings from which you can expect high volume visitors and a good proportion of those will book with you. In this case you will incur charges with search engines like Yahoo for example costing £210.00 per year. Also to keep on the first page of search results your Website may need to change to keep pace with changing search engine search policies to avoid relegation to obscure pages where no-one will find you.

As you may have recognised - to realise the potential of the internet is not straightforward and certainly not without its pitfalls. There is however a solution!


SHOULD YOU BOTHER!

The answer is an unhesitently YES! Even if you are in the fortunate position of being perfectly happy with your average annual occupancy rate you can get the same number of guests but at a fraction of the cost of traditional forms of advertising e.g. holiday magazines, AA and English Tourism Council etc will be costing you far more money for the return than if you had followed some of the Internet routes mentioned above (see case study below). Also, importantly, do not forget that if your enquiry level doubles then the potential for increased room rates improves dramatically.

It has also been found that accommodation providers generally fall into two classifications, those that are quite lethargic when it comes to E-Marketing and cannot quite bring themselves around to embracing the new technology, and those that are highly active in absorbing themselves with the potential of the Internet. Whichever category you fall into Cotswolds.Info can help you!

If you are serious about YOUR business working for YOU then there is no doubt whatsoever you should be taking full advantage of the massive potential that exists in E-Marketing.


CASE STUDY

To give you an example of an actual business should help you in understanding the case for E-MARKETING.

WINDRUSH GUEST HOUSE, BROADWAY

Windrush House is a 4 Diamond Silver Award B&B registered with ETC, AA, and RAC. It has had its own website for the last 18 months (www.broadway-windrush.co.uk) .

Guests are requested as part of the registration process to tick a box on the registration form to indicate where they found out about Windrush. The following were the results for 2001 as a percentage of total number of guests for that year:-

RAC - 0.5%, ETC - 1.25%, AA- 1.5%, Just Passing - 11%, Previous Visitors - 4.5%, Tourist Information Centres - 9%, Recommendation - 19%, Windrush Website - 39%, Other - 4.5%, Other Websites - 5.75%, Other Publications - 4%. (NB: The figures for 2002 are already indicating now over 50% coming via the internet).

The yearly spend on advertising with publications including ETC, RAC, and AA amounted to something in the order of £3500.00 for 7.25% of the visitors; whereas 46.25% of business came via the internet, the yearly cost of which is approximately £75.00.

So, to summarise - approaching half the business came from the Internet for one thirtieth the cost of traditional forms of advertising.

An even more startling way of looking at it:-

The cost per 1% of visitors from Publications is £414.00 compared to £1.62 from the Internet - i.e..255 more times expensive for the traditional forms of advertising.

Please note:-

  • the above small percentages from ETC, AA, and RAC include also visitors via their own websites.
  • the website for Windrush House is professionally written for search engine optimisation and listed on all major search engines.The current number of visitors to the website is approaching 30,000.


HAVING A CAR WITH NO ENGINE

Having your own website is very easy to accomplish nowadays and it need not cost very much in terms of its design or being hosted on the Internet. However, having your own website without it being designed for search engine optimisation or marketed on the Internet is like having a new car with no engine - it is not going to go anywhere!! To market your website, once it has been optimised, can cost lots of money and with no guarantees that it will be on the first few pages of search results. Most of the leading search engines now charge for listing e.g. Yahoo $299.00 per year - this is just one and to make headway you need to be listed on at least ten of the major engines.


WHAT'S THE ANSWER

If you do not have the inclination to spend several hundreds of pounds and thousands of hours fine tuning your website's HTML coding and submitting to search engines then you need to find a reputable host website (generally called a 'Portal' Web Site) that you can advertise on and one that is going to pull in the business for you. This is where Cotswolds.Info can be of invaluable assistance.

Do NOT forget what the true measure of a good 'Portal' Web Site is - it's own high rankings with the major Search Engines. There are hundreds of so called 'high ranked' accommodation websites out there offering to advertise your B&B - beware most are a waste of time and are not highly ranked at all!!


WHY IS COTSWOLDS.INFO YOUR BEST MARKETING PARTNER

  • HIGHLY GENERIC DOMAIN NAME - this means the name fits exactly the name of the region and matches the likely search carried out by a prospective visitor.
  • WORLD'S LARGEST INTERNET RESOURCE FOR THE COTSWOLDS - now has over 500 pages devoted to the six English counties making up the region and surrounding regions of the Cotswolds.
  • RANKED TOP OF FIRST PAGE ON ALL MAJOR SEARCH ENGINES - for the search term COTSWOLDS and many hundreds of related words and phrases.
  • CURRENTLY ATTRACTING 4000 UNIQUE VISITORS PER DAY - and 3.76 million HITS per month.
  • SEE OUR TESTIMONIALS.


ADVERTISING OPPORTUNITIES WITH COTSWOLDS.INFO

There are several options available for taking advantage of www.cotswolds.info marketing strength in order to develop sustantial visitor traffic to your company web site. Most of our Advertising Clients will have their own website - although this is not essential.

For Accommodation Providers and Restaurants the standard method of being represented is to have a screen length listing under a place name eg.Accommodation>Broadway or Places to Eat>Chipping Campden. But there are other options including 'Text Only' AdBox seen at the bottom of most of the web site pages or to have a corporate AdBox seen at the left-hand side of most our web pages. Screen length listings generally comprise of one image of the premises, precise description, awards and accreditations, and prices including hyperlink to the Client's own website and direct E-mail link.

Other popular placement for advertisements are at the main home pages for Places to Visit and Accommodation. Special Ads consisting of Images and text can be placed almost on any page and location subject to availability.

All advertising costs are the subject of individual negotiation and will include factors such as the popularity of Ad location, type and size of business and number of Ads served. A quick guide to the cost of one screen length listing of a Guest House on www.cotswolds.info would work out to approaching the cost of a two night stay.

Every Advertising Client of ours will get a password protected 'Private Page' from where account details can be viewed, the amount of traffic we are sending can be checked and the facility to upload a promotional 'Hot Deal' when the occasion may arise.

How many highly targeted referrals to your web site can you expect? This will depend on the tourist popularity of the area you are located in but a rough guide will be between 750 to 3000 per year.

How many of these can you expect to convert into paying guests? This depends on how presentable your own web site is and the deal offered. You could be looking as high as 50% conversion ratio.

OWN WEBPAGE OR WEBSITE

If you have not already got a website we can provide you with your own webpage hosted on Cotswolds.Info Website with up to four photographs for a minimum cost of £150.00 - your webpage address would be www.cotswolds.info/name of your establishment.htm. Your webpage would include your e-mail address for direct contact to you. Alternatively, we can provide you with your own independent website starting from £400.00. Our prices for web site design, unlike many others, will include for full search engine optimisation - more details of this service can be provided on request.

If you have your own website and you want consulting services to improve search engine rankings we can also provide this service.

FREE COMPLIMENTARY SERVICES

Advice and Diagnostic Check

If you want to discuss how you might proceed with your e-marketing or your possible requirements in connection with your own website we offer 30 minutes free consultancy. This can include a diagnostic check of your existing website and recommendations for any improvements. Just E-Mail us with your website address and you will get your free diagnostic report within 48 hours.

Cotswold Businesses

Cotswolds.Info is committed to helping ALL business within and around the Cotswolds region to take best commercial advantage of E-Marketing and Website ownership. We will be publishing periodically on this site good quality information to save you pain, hassle, and cost associated with your Internet dealings.

We are located in Broadway and if at anytime you require to chat then please do not hesitate to contact Richard Pinder on Tel 01386 853577.

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