Our Services!
- Destination E-Marketing & Marketing
- Tourism Website Design& Search Engine Optimisation
- Destination E-Marketing, Online Marketing Strategies
- Social Networking& Online Reputation Management
- Tourism Advertising
- Travel Trade Research
- Destination Marketing Services
What We Offer!
- E-Marketing
- Weekly Blog
- Email Campaign
- Social and Business Networking
- Website Management
- Digital Brochures
- Destination Representation and Marketing Services
- E-Marketing and Online Reputation Management
Destination E-Marketing &Marketing
There are some incredible stories to be told about destinations and attractions and our question to you is do you know yours? Like all incredible stories they are filled with colourful characters, romance, adventure and strong mental imagery, and communicate the aspects that set destinations apart from the competition. At the same time the story illustrates all the little things that make the destination a one-of-a-kind experience.
If this story is not being told about your venue, destination or attraction, you’re not creating desire. As an experienced e-marketing and publishing company, Cherry Berry Blue Publishing SA can help you figure out what your great story is, and we can help you create and market your brand. By assessing your organisation and with informed market insights, we will begin to craft your story. Our writers will create vivid images and scenarios using the skills of a storyteller, compelling words and ideas and captivating imagery; these crafted stories are used to help your target market visualise what it will be like to experience your venue, destination or attraction.
Destination marketing is about telling your unique story, communicating the essence of the experience to be had, in short to engage and inspire people. Cherry Berry Blue Publishing SA’s marketing and branding services will create a desire for consumers to come to your venue, destination or attraction. From original identity designs to integrated campaigns, we encourage your prospective customers to imagine themselves experiencing your venue, destination or attraction and motivate them to take the next step in the purchase process.
By analysing the organisation or business we are able to create a branding story which is both believable and a true reflection of your business. To achieve this we need to understand what your business is all about, its realistic deliverables and what differentiates it from competitors. We will uncover what’s important to your customers; how they view your particular market segment, purchasing behaviours and their interaction with other venues, destinations or attractions. By getting to know your potential customer better and analysing your specific market segment and its competitive set, Cherry Berry Blue Publishing SA will uncover insights and opportunities that can give your business a competitive advantage. With this information we are able to influence and inform your business from the products you offer, the way your staff think about the clients, to the way your customers share their experiences online with potential customers.
Tourism Website Design& Search Engine Optimisation
Travel and destination websites are as diverse as the destinations they serve; they feature tempting images of beautiful people in alluring locations. Other travel and destination websites are all about the transaction; helping users find the best deal and offering online holiday bookings, others are all facts and figures: number of rooms, restaurants, pools, floor plans, lists of services and some present a swirling environment of multimedia, virtual tours, streaming video and flashing buttons. The question is which of these different approaches, is the most effective website design for your tourism and destination marketing?
The truth is that very few travel websites actually exploit what the web does best. The Internet is an extremely effective medium for two marketing objectives:
- Delivering a variety of content that supports the consumers’ interests; and
- Moving prospects through the buying process to become customers.
Successful travel and destination websites deliver content that answers the consumer’s need for information and motivates them to take action. This doesn’t happen by accident – it’s the result of a strategic approach to web content and the travel website design. Cherry Berry Blue Publishing SA’s will assist you with a solid content strategy which helps plan, create and leverage web content that inspires your consumers, increases your website traffic and converts browsers into buyers.
Web 2.0 Internet facilitates an exchange of information and ideas like no other medium; words, pictures, video, data, feedback and reviews, in other words, web content. When you have created a brand that is both desirable and differentiated, your travel website content provides an opportunity to communicate exactly what your brand is all about and to make your brand more desirable to consumers searching for travel options.
Unlike print and broadcast communications created for and served to a very specific group of people, your travel website design as well as your web content must serve two audiences: people and search engines. Fortunately, both audiences are looking for the same thing – content relevance. Search engine algorithms sift through content to identify, index and rank content relevance so inquiring humans can find exactly what they’re looking for. By designing a search engine optimised travel website and identifying the common ground shared by your audience and your brand, where their interests overlap your offerings, you will have a travel website design that will deliver the right content and anticipates consumer requests. In a relatively short period your travel website starts to appear at the top of their search results, and the well-crafted content begins to attract inquiring consumers to your website.
Our web content strategy helps deliver content appropriate to the consumer’s current stage in the purchase decision. At an early stage, consumers are seeking emotional benefits and inspiration. That means storytelling, engage and inspire. Later in the decision process, it becomes more functional: deciding on dates, accommodation and travel logistics and in the final stages, it is to close the sale, booking reservations and transacting business. Website design and content is the key to all of these, therefore relevant, engaging and inspiring content will inspire your audience and motivate them toward the next step of the purchase decision.
Cherry Berry Blue Publishing SA website design services and content strategies bring together all the best features of the Web 2.0 Internet with compelling content and a clear call to action. The result is an engaging online experience that inspires visitors and drives sales.
Destination E-Marketing, Online Marketing Strategies
For many travel conscientious consumers the internet is their first encounter with a travel destination. An online tourism marketing strategy is the key to increasing targeted traffic to a destination’s website by establishing a brand’s presence on the web, maximising its visibility can be the difference between high traffic and no traffic on a website and therefore influence occupancy. The beauty of tourism marketing strategies for the Internet is that every hospitality, travel and tourism brand can become a destination on the web.
Cherry Berry Blue Publishing SA e-marketing strategies and services take advantage of the web’s unique properties, search engine optimization (SEO), keywords, banner advertising and social media – to attract new customers and build loyalty with current customers.
By exploiting the way people search for travel information, we strive to place and maintain our clients at the top of keyword search lists. It’s hard to imagine but some destinations’ websites can only be found by searching their specific brand name or URL. At Cherry Berry Blue Publishing SA, our focus is on building organic search results; identifying the most sought-after search terms, understanding what consumers are searching for, and creating compelling and relevant content that triggers successful keyword rankings. Search engine optimisation, reviewing content for relevance and refining content to emphasise organic search phrases can quickly build web traffic and page views. When implementing search engine optimisation initial organic search results may be difficult. We have the option to leverage off-banner advertising; paid search or pay-per-click services to build traffic until organic search results gain traction, a clear measurable strategy needs to be crafted and additional budget set aside to ensure effective implementation.
Unlike conventional media, the Internet is ideally suited to inbound or permissions marketing initiatives. Cherry Berry Blue Publishing SA leverages social media sites and inbound linking strategies to increase search visibility which assists in directing traffic to our clients’ web sites.
Through powerful new digital tools and online digital magazines, namely Brides Essence, Travelmagsa and Brides Essence Travel we are able to deliver content to interested consumers, identify prospects and build relationships with customers and suppliers. We also teach and assist organizations in the use of social media to build a presence on the web.
Social Networking& Online Reputation Management
Whether we like it or not – whether we’re ready or not – social media is a part of the marketing mix for travel and destination marketing organisations. Social networking sites like Facebook, Twitter, TripAdvisor, Exploroo, TravBuddy, even blogs and YouTube are all changing the way consumers communicate and interact with the places they go or want to go to.
While these sites have quickly become staples for consumers, marketers are still learning the best practices and the practical limitations of this new media, and how to integrate these new channels into their communication plans. There is no “right way” to manage social networking, but understanding the challenges and opportunities of these new media is the first step in creating a realistic and achievable plan
for your organization’s entry to social networks. Social media doesn’t exist in a vacuum – it’s another channel.
A brand’s presence on social networks should reflect the same ideals and attitudes that have been cultivated in traditional media. Brand consistency, attention to detail and diligent preparation are the best ways to keep social media from spiralling out of control. Cherry Berry Blue Publishing SA can help develop a solid strategy that will pinpoint where the brand should be, identifying the sites and blogs most relevant to your audience. Our strategy will outline an approach for listening to the blogosphere and responding to customer comments and feedback and it will assign responsibilities and provide a plan for streamlining the process through automation.
A successful social networking strategy will provide forums for a community, opportunities for comments, suggestions and feedback. It will assist in identifying the needs and expectations of your customers, and reveal your brand’s sincerity to your customers. In the social network, sharing information is cool, selling is not.
When used improperly, social media looks a lot like mass media: it’s disruptive, loud and pushy. When managed properly, social media provides an opportunity to share thoughts and ideas with various stake holders. And while negative comments are inevitable, well managed social media provides a public forum for resolving complaints. With Cherry Berry Blue Publishing SA’s support, you’ll be ready to field all comments, and have a plan to correct errors quickly and openly, to help turn detractors into advocates and grow influence with people who promote brands by word of mouth.
Tourism Advertising
Tourism and Destination advertising isn’t dead, but if you’ve spent any of your hard-earned budget on it lately, you know that it has changed dramatically. Are consumers still reading magazines? Are they actively watching television programs, or using the PVR to skip the commercials? Can they pick out your tourism or destination advertising campaign from the thousands of advertising pages and messages they see daily? In many cases, consumers are opting out of the advertising firing line, but it does not mean abandoning the time-tested channels. It may just be time to reconsider the way you integrate tourism and destination advertising into your marketing strategy.
New media outlets and more informed audiences have changed the world of tourism and destination advertising. Consumers now have the power and luxury of tuning out intrusive advertising. They’re more sophisticated and can quickly ferret out false claims and over-promises. And if they’re disappointed, they will strike back with scathing reviews and blog-posts. Nowhere is this truer than in the tourism and destination industry.
As an E-marketing, Marketing and Publishing Company, Cherry Berry Blue Publishing SA helps tourism and destination companies adapt to this new model of advertising. We understand it has limitations and are still able to create value by leveraging advertising’s inherent strengths. Successful tourism and destination advertising requires seamless integration between online and off-line efforts, both reinforcing the power of a single message. It requires keeping up with an ever-expanding menu of media options and fine tuning media
buys to reach very narrow niche markets. Sometimes travel and tourism advertising requires that we create the medium ourselves. But most importantly, it demands resourcefulness in identifying the best prospects and finding creative, cost-effective advertising campaigns to reach those markets, however small or specialized they may be.
If you rely on the old formulas for your tourism advertising campaigns you may as well throw your money out the window (this is guaranteed to attract attention) however if you embrace the new tourism and destination advertising paradigm, combine alternative and conventional media with messaging that transcends both, you can reap the benefits of tourism and destination advertising in the new era.
Travel Trade Research
The more we learn, the more we realise how little we know – the reality is that there is a load of data about the travel and tourism market; research from professional associations, chambers of commerce and related industry sources. There exists more data on the tourism and destination industries than perhaps any other: guest stays, airline bookings, ticket sales, tourism rands, the volume of information is endless. Acquiring data is not the problem, getting insight is, and you can probably get all the data you need without us, but if you’re looking for insight and competitive advantage, we can help.
Destination Marketing Services
With a combined background of over 31 years in the Tourism, Hospitality and Wedding industries in Southern Africa, Cherry Berry Blue Publishing SA has accumulated not only expertise and understanding, but a valuable database of trusted contacts within the industry.
Cherry berry Blue Publishing SA has developed a marketing solution for tourism businesses and destinations to affordably bridge the gap between supplier and buyer/consumer and help build and maintain these relationships through activities listed below.
- Development and implementation of the following, Competitor Analysis, Marketing Strategy, Promotional Strategy, Advertising Strategy,
- Representation to PCO’s, corporates, tour operators and travel agents
- Distribution of marketing material internationally and locally, including specials
- Create Inbound Packages with various stakeholders in the travel industry
- Online management of marketing and branding material
- Networking at various meetings and functions, travel trade shows and event.
- Contract negotiation with Agents and Tour Operators on behalf of clients
- Negotiate brochure inclusion for destinations in proposed itineraries and packages
- Co-ordination of site inspections, press and media trips
- Monthly Marketing Reports and Activity Feedback
- Marketing Meeting every 3 months – Quarterly Review (income, sales, reservations, occupancy)
- PR and media activities
The below trade shows and road shows are an additional cost and will be discussed with relevant clients as pooling resources, makes financial sense when embarking on these marketing activities
- Representation at local trade shows and workshops (additional cost, to be discussed)
- Representation at relevant international trade shows (additional cost, to be discussed)
- International Road Shows and Local Road Shows (additional cost, to be discussed)
What We Offer!
All of the services offered below are standalone products and clients can make use of one specific service or a combination of these services.
E-Marketing
1. Full Page Advert in 8 issues of in-house digital magazines. Plus a Free Full Page Feature.
May 2011, October 2011 and May 2012 and October 2012 issues of Brides Essence or Brides Essence Travel magazines. August 2011, December 2011 and April 2012 Travelmagsa Magazine. R3500.00/page campaign discount – R28000.00 less 25% discount-
Cost = R21000.00 per annum (R1750/month)
2. Weekly Blog. Updates on TravelMagsa & Brides Essence blogs –
Cost = R3000.00 per annum (R250/month)
3. Email Campaign. Monthly Newsletter emailed to targeted databases includes writing of Press Releases or Newsletters of 500 words – either 12 Newsletters or 6 Newsletters and 6 Press Releases -
Cost = R6000.00per annum (R500.00/month)
4. Social and Business Networking. Setting up of these accounts and includes weekly updates-
Cost = R6000.00 per annum (R500/month – R250 per account x 2)
5. Website Management. Content management, which includes the writing of engaging content and search engine optimisation to ensure that all copy and the website is fully optimised for search engine algorithms for relevance indexing, weekly updates on client’s website–
Cost = R18000.00 per annum (R1500.00/month)
6. Digital Brochures. Online publishing of printed brochures to electronic version that can be emailed, embedded into your website or integrated into social networking sites –
Cost = R1560.00 per annum
Destination Marketing Services
1. Destination Representation and Marketing Services. This includes all the services offered under Destination Marketing Services -
Cost = R54000.00 per annum(R4500/month)
Case Study of Cost Breakdown
The two case scenarios above are an indication as to the different pricing combinations that can be utilised by clients to suit their budgetary requirements. All of the above services are offered as standalone products to clients who may wish to only make use of specific services.
Case Study 1
E-Marketing and Online Reputation Management
1. Full Page Advert in 8 issues of in-house digital magazines. Plus a Free Full Page Feature.
May 2011, October 2011 and May 2012 and October 2012 issues of Brides Essence and Brides Essence Travel magazines. August 2011, December 2011 and April 2012 Travelmagsa Magazine. R3500.00/page campaign discount – R28000.00 less 25% discount-
Cost = R21000.00 per annum (R1750/month)
2. Weekly Blog. Updates on TravelMagsa & Brides Essence blogs –
Cost = R3000.00 per annum (R250/month)
3. Email Campaign. Monthly Newsletter emailed to targeted databases includes writing of Press Releases or Newsletters of 500 words – either 12 Newsletters or 6 Newsletters and 6 Press Releases -
Cost = R6000.00per annum (R500.00/month)
4. Social and Business Networking. Setting up of these accounts and includes weekly updates-
Cost = R6000.00 per annum (R500/month – R250 per account x 2)
5. Website and Management. Creation and design of Website. Content management, which includes the writing of engaging content and search engine optimisation to ensure that all copy and the website is fully optimised for “search engine crawlers” relevance indexing –
Cost = R18000.00 per annum (R1500.00/month)
6. Destination Representation and Marketing Services. This includes all the services offered under Destination Marketing Services -
Cost = R54000.00 per annum (R4500/month)
Total Estimate for E-Marketing& Online Reputation Management including all of the above services:
Cost = R54000.00 per annum (R4500.00/month)
Total Estimate for Destination Marketing Services:
Cost = R54000.00 per annum (R4500.00/month)
Total cost per annum R108000.00 (R9000.00/month)
Case Study 2
E-Marketing and Online Reputation Management
1. Full Page Advert in 8 issues of in-house digital magazines. Plus a Free Full Page Feature.
May2011, October 2011 and May 2012 and October 2012 issues of Brides Essence and Brides Essence Travel magazines. August 2011, December 2011 and April 2012 Travelmagsa Magazine. R3500.00/page campaign discount – R28000.00 less 25% discount-
Cost = R21000.00 per annum (R1750/month)
2. Weekly Blog. Updates on TravelMagsa & Brides Essence blogs –
Cost = R3000.00 per annum (R250/month)
3. Email Campaign. Monthly Newsletter emailed to targeted databases includes writing of Press Releases or Newsletters of 500 words – either 12 Newsletters or 6 Newsletters and 6 Press Releases -
Cost = R6000.00per annum (R500.00/month)
4. Social and Business Networking. Setting up of these accounts and includes weekly updates-
Cost = R6000.00 per annum (R500/month – R250 per account x 2)
Total Estimate for E-Marketing& Online Reputation Management including all of the above services:
Total cost per annum R36000.00 (R3000.00/month)
*New WEBSITE and management are not included in this scenario as most clients may have websites, and should a client want an upgraded website this will be quoted separately based on requirements.
*Destination Representation and Marketing Services are excluded as some clients may only want to focus on their online reputation and presence.
