By Patrick Parnaby
Durham Bus and Coach
Ltd.
Introduction
In
this presentation we will discuss:
A brief overview of the business.
Principles of successful internet marketing
Recommendations in a campaign proposal of the
methods mentioned above.
A selection of online media and media techniques.
Clarification of why these ideas were put forward.
Business Overview
Durham Bus and Coach Ltd.
Maintenance and repairs for Buses, Coaches, and Trucks.
Established in 2001.
Branches at Ferryhill and Blaydon.
Breakdown recovery service throughout North East.
Services include:- Major overhauls
Engine Replacement/Refit
Clutch/Gearbox Replacement
M.O.T Preparation
Scheduled Inspections
Contract Maintenance
Breakdown Recovery
Business Overview
(Continued)
Technicians
receive indefinite manufacturer training, keeping them up-to-date.
Fully
updated diagnostic software for Bus and Truck electronic systems.
On-site
servicing from basic inspection to full engine refit/replacement Courtesy
Vehicle Hire – 8, 16, 24, 49, 57 seats
--Areas to Address:
Social Networking, Affiliate Marketing, Keywords, Brand
Marketing, Website Content
Principles of EMarketing
The Seven P’s:
Product
Prices
Promotion
Place
Packaging
Positioning
People
Principles of E-Marketing
(Ctd)
The Five S’s
Story
Strategy
Search
Spend
Site
Engine Optimisation
Search Engine Optimisation
(SEO)
Search
Results
What
does this show? Search Engine Optimisation
(SEO)
Keywords
help search engines determine what a website is based on and how relevant to a user’s search they are.
Campaign Proposal
Affiliate
Marketi ng Site
Optimisati
on
Social
Networki
ng
Primary
Objecti ves Brand
Marketi
ng
Keyword
Monitori
ng
Site Optimisation
Example (1)
Site Optimisation
Example (2)
Campaign Proposal (Ctd)
Trackin g Sponsorsh ips Newslett ers and
Emails
Second ary Objecti ves Discoun ts Paid
Advertisi
ng
Online Media and
Marketing Techniques
Social Networking – “Like”, “Follow”, “Tweet”
Video Advertisements – John Lewis, GoCompare
John West, Sheila’s Wheels
Distinctive Logo/Slogan –
Search Engine Optimisation – Keywords, Links,
Reputation, Relevance
Content Marketing – “Good content marketing makes a person stop…read… think… behave… differently” Why will this be successful? Cost
Efficient
TargetSpecific
Low-risk
Successf ul? Structured
Website
Focus
Originality
Adaptable
Summary
Business
7
Overview
P’s / 5 S’s of E-Marketing
Primary
Objectives
Website
Issues/Main Competitor
Secondary
Media
Objectives
and Marketing Techniques
Justification
Any questions?
References
Marketing,
business - The 7 Ps of Marketing | Entrepreneur.com. 2013. Marketing, business - The 7 Ps of Marketing | Entrepreneur.com. [ONLINE] Available at: http://www.entrepreneur.com/article/70824 .
[Accessed 10 December 2013].
The