1. On the Beach
Jason Cross
4th October 2012
Copyright Incentivated Limited 2012 www.incentivated.com
2. On The Beach
Briefing Objectives
œ To improve the current conversion rates through tablets
˜ 20% of all traffic is mobile
˜ 12% of all bookings – majority via tablet
œ Help to build better brand awareness amongst consumers earlier in
the consideration process
˜ Think about a more complete mobile strategy
Copyright Incentivated Limited 2012
3. On The Beach
œ Quick wins (before peak)
˜ Edit the Tablet template and ensure that it works on all OSs
˜ Transcode desktop site for all mobiles (Android, iOS, Windows and BB)
˜ Optimise emails for mobile (responsive CSS; apply media queries)
œ 2013-14 mobile strategy
Copyright Incentivated Limited 2012
4. Mobile throughout the Travel Experience
Reviewing Dreaming
SMS QR
MMS www LBS @
MMS LBS
QR
@ SMS www SMS
@ MMS
Destination Planning
QR
MMS www QR
@
www
SMS LBS www MMS SMS
@ QR SMS
SMS
MMS LBS www www @
En Route QR SMS
@ www LBS SMS Booking
Anticipating Copyright Incentivated Limited 2012
5. Timeline for strategy
œ Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Peak sales Before yo go On holiday Post holiday Pre Jan peak
œ Fix site for œ SMS payment œ Re-launch œ Review holidays œ Inspirational
tablet reminders “beach finder” œ Share site/app
œ Campaign œ Banner ads app experiences œ Integrated
landing pages œ Add app mobile site
œ Mobile CRM
for SEO/PPC functionality campaign œ In-resort CRM
Transcoded (My OTB;
œ
Booking (app for reps;
mobile site Manage my œ
loyalty etc)
booking) reminders
Copyright Incentivated Limited 2012
6. Website on a tablet today
Copyright Incentivated Limited 2012
10. Thank You
Jason Cross
Marketing Director
jasonc@incentivated.com
@jcmobile10
Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985
(No code reader? Text CODE to 62233 for
a link to a reader appropriate for your
phone)
Copyright Incentivated Limited 2012 www.incentivated.com
11. Improve company profile through mobile
œ Pre booking
˜ Improve mobile SEO
˜ HTML5 rich banner ads
˜ Inspirational mobile site/app
˜ Mobile site (transcoded, then integrated)
˜ Share via mobile
˜ Use mobile on campaigns (microsite, QR codes, SMS CTA, etc)
Ù Data capture for re-marketing
˜ SMS payment reminders
˜ Up sell via SMS
Copyright Incentivated Limited 2012
12. Improve company profile through mobile
œ On holiday
˜ In resort app:
Ù Incorporate Find a Beach app
Ù Destination information
Ù Booking information
Ù Transfer information
Ù Push notifications from Reps (or SMS for those without the app)
Ù Reminders for transfers, flight check-in, etc
Ù Photo/experience sharing
Copyright Incentivated Limited 2012
13. Improve company profile through mobile
œ Post holiday
˜ Review holidays via mobile (SMS when they land)
˜ Share experiences via mobile (photos, reviews, etc)
˜ Mobile CRM campaign (offers e.g. valentines, birthdays, etc)
˜ Targeted SMS booking reminders (last summer you went to Ibiza, why
not go to St Lucia this year www.onthebeach.co.uk)
Copyright Incentivated Limited 2012
14. National Poetry Day
Squished website
Annoying your customers
GoMo now!
Copyright Incentivated Limited 2012
