Cheap Tickets had specialized in discount travel fare since 1986. In late 1987, they decided to provide a web site where internet users could compare fares and place reservations online.
Travelocity, Expedia, Priceline and Preview Travel all had competitive online presence. Not to mention much deeper pockets and a willingness to absorb significant revenue loss to grab market share. But the biggest obstacle facing Cheap Tickets came from their larger competitors who had partnered with the largest distribution channels, effectively blocking Cheap Tickets’ marketing access to a significant chunk of potential customers.
In the face of all these Goliaths, we stood like David – small, but armed with a powerful stone in our sling: multiple marketing channels. We felt if we aimed it right, we could increase the user base, build brand awareness and (cue choirs of angels singing) increase sales.
With this in mind, we integrated on-line ads, search engine optimization and direct email to maximize return on investment. We ran small “test” campaigns on the major search engines/directories, travel/content sites, as well as ISPs. As we analyzed response rates, we made immediate changes, focusing on what was working best. With the search engines, we decided to go after those users within a specific decision-making phase: evaluating travel services prior to choosing a booking site. Again, we reviewed initial results and optimized relevant code.
The revenue in the first month was a modest six figures. In month two we started a marketing campaign with a small five figure budget. Within one quarter revenue grew to over $2 million per month. We increased marketing budgets into the lower six figures to leverage the successful marketing efforts. In year two we increased marketing budgets and generated over $35 million in sales. In subsequent years we generated over $100 & $300 million respectively.
Ad people usually come at you with two things: buzzwords and binders. We prefer to talk about tangible things. Like how we work. And what we’ve accomplished.
So, with this in mind, we invite you to have a look around and see how we’ve made a difference for our clients. Either way, we’ll keep it brief and to the point. (Which is pretty rare among ad people.)
Welcome to iAgency. Fresh. Creative. Results.