The Situation:

Because we sell to other businesses, we have the most authentic experience in business to business marketing (as a business owner). However, about 50% of our clients are consumer focused companies and we wanted the same degree of authenticity as owners of a consumer products company too. Because we like the travel business we started a vacation rental company. It gives our team the opportunity to participate daily in both business to business and consumer marketing from an owner's perspective. We think this gives us an experience advantage.

The Challenge:

Set-up a business within a business based on an on-line, inbound marketing approach while making it easy to operate with a part-time effort.

The Approach:

We partnered with a beautiful  resort in Puerto Plata, Dominican Republic with amazing private villas, luxury rooms and suites with very affordable pricing. The private villas offer families space and privacy while vacationing together. This extra living space when combined with a private pool, a personal chef and a host of other amazing amenities makes for a wonderful family vacation for kids and parents. We wanted to get the word out that vacationing with kids or groups can be exciting, relaxing and quiet. We built a website, on-line marketing program, social media profiles, and an advertising program. The site is listed on travel directories, and numerous social media groups. 

The Results:

The site gets a mix of organic and paid traffic from many different sources. The site is averaging a 5.56% conversion rate and generates sales leads for an average cost of $22 each. We generate about 30 sales leads a month from a very modest advertising budget and the whole sales process is managed in a customized version of Salesforce.com and Vertical Response with the part-time efforts of two people. 

Program Deliverables

• Define the brand
• Develop the corporate identity and business cards
• Define the sales economics and success criteria
• Develop the creative brief and marketing plan
• Develop key sales messages and offers
• Competitive review and keyword research

• Develop the website & integrate with Salesforce.com
• Develop email promotional templates

• Search engine optimization and link development
• Paid search marketing and social media advertising
• Develop social media profiles and group participation
• Performance tracking and analytics
• On-going campaign and site performance optimization
• Regular email promotions