Rezztoran Paz Plani Eng 25 May09 1

Rezztoran.com Marketing Plan English Version Launchwww.rezztoran.com

04/11/23 [email protected] Sayfa: 1

Overview

Task: Launch English version of Rezztoran.com

Launch date: June 1st, 2009

Target audiences: (1) Tourists (2) Expats

Goal: To make upper class tourists and expats living in Turkey use Rezztoran.com for their restaurant reservations

Tagline: Reserve Turkey’s Top Restaurants

Points To Emphasize:

• Easy to use

• Guaranteed

• First and only!

• Works with top restaurants

• Managed by Silicon Valley professionals


Competitive Advantages• Rezztoran.com is the only online service to make

restaurant reservations in English.

• Rezztoran.com has built strong relationships with ~100 member restaurants. Among these are the most popular venues in Turkey.

• Our technology is proprietary and not too easy to imitate.

• Rezztoran.com’s i-Phone application (to be launched this summer) will also be unique – visitors will be able to BOTH get restaurant information AND make reservations over their phone.

• Concierge’s are our friends. They can use the system and make reservations for their customers using their Concierge name, no clash of interests.


Target Audience 1: Tourists


Strategies For Reaching Out to Tourists

1. Web advertising:

a. Google Adwords, Adnet (TDN)

b. Advertising on global travel web sites (Expedia, Travelocity, TripAdvisor)

c. Partnership with Turkish web sites

i. Tourism websites

ii. Guides (timeoutistanbul.com English version)

2. Magazine advertising:

• meeTurkey, The Guide, TimeOut Istanbul

3. Reach hotel concierges & travel agencies

• Brochure for top 50 hotels


Information About Tourists

• Number of tourists visiting Turkey is highest between April-November and peak in July.

• Cities that foreigners visit the most in order:

1. Istanbul

2. Antalya

3. Edirne

4. Artvin

5. Izmir


17%

9%

6%

4%3%

3%

2%

50%

% of Nationality

German

Bulgarian

Russian

Iranian

British

French

Amercian

Others

Tourist Websites

URL Information Strategy

www.travelocity.com They book flights, cars and hotels. Offers deals and last minute packages.

Ad on e-tickets (cost TBD)

www.tripadvisor.com Books hotels & flights. Reviews on restaurants. They give trip ideas.

Submit as a resource (free)

www.expedia.com They book cars, hotels, flights and cruises. Offers rewards for booking.

Ad on e-tickets (cost TBD)

www.goturkey.com Top visited. Official Turkey travel site.

Get listed in the Travel Guide

www.allaboutturkey.com

One of the top Turkey travel sites, high ranking on Alexa.

Target with Google AdWords. Request link exchange.

www.turkeycentral.com Links about everything in Turkey. Suggest a site ($20 one time)

www.bookinturkey.com Booking service for hotel, tour, plane, transport, car and business travel. (A Koç/Setur company)

Request “Powered by” partnership & link exchange

www.guidesofistanbul.com

VIP tours for Istanbul and Turkey. Link exchange.

www.enjoyturkey.com Arranges customized Turkish trips.

Link exchange

www.exploreturkey.com Search and reserve website. Divided into different locations of Turkey.

Target with Google AdWords

www.letsgoturkey.com Real estate, trips, hotels, cruises, top destinations, events and fairs sections.

Target with Google AdWords


Reach Hotel Concierges & Travel Agencies• Contact Istanbul’s top 50 hotels. (Contact

numbers/emails in the appendix)

• Develop & distribute a brochure

• Contact their Concierge Desk & tell about Rezztoran.com

• Partner with top Concierge companies (&Club, Back Up) to reach expats

• High-level agreement required

• Update travel agencies and concierges via monthly e-mail bulletins


Target Audience 2: Expats


Strategies For Expats

1. Web advertising:

a. Google Adwords, Adnet (TDN)

b. Partner with & advertise on expat web sites (mymerhaba, IWI/AWI…)

c. Submit content to expat blog sites

d. Start Facebook and Twitter groups

2. Magazine & Newspaper advertising:

• TimeOut Istanbul, Today’s Zaman, IWI Lale

3. Target embassies (American, French, Italian, Greek, British, German, Dutch, Russian and Spanish)

4. Join expat events: Christmas, embassy charity events etc.

5. Regular (bi-weekly) English e-mail bulletins for expat lists


Nationality of Expats

• 1.328.000 expats live in Turkey.


Expat Website InformationURL Information Strategywww.mymerhaba.com Top expat site. We are

waiting for reply to our partnership request.

Become a member, write on forums, submit links. Target with Google AdWords. Link exchange.

www.internations.com New expat social media site.

Submit as a resource.

www.expatsturkey.com Not ranked on Alexa. Submit content as news item, or the “YKC recommends” section and suggest as a permanent link.

www.expatwomen.com Global expat site targeted to women.

Suggest a link to the General Links section under Turkey.

www.expatinterviews.com

Global site composed of only interviews.

Submit interview.

www.expatexchange.com

Global expat site, comprised of links. Professional look.

Submit link as a resource. Submit article. Target via Google Adwords.

www.expat-blog.com Blog site Submit content

www.expatfocus.com Global expat site. Submit link as a resource. Target via Google AdWords. Write in the forum.

www.easyexpat.com Global expat site. (same as above)

www.expatsofturkey.com

Discussion site. Register, submit info to forums. May target via Google Adwords.

04/11/23

[email protected] Sayfa: 12

Expat Clubs

Name URL Strategy

American Women of Istanbul

www.awi-istanbul.com Advertise/announce on newsletters. Join events.

International Professional Women of Istanbul Network (IPWIN)

www.iwi-tr.org/ipwin Advertise/announce on newsletters. Join events. Sub-club of IWI.

International Women of Istanbul

www.iwi-tr.org Advertise/announce on newsletters as well as Lale magazine. Join events such as the Annual Christmas Bazaar and Annual Spring Ball.


PR Plan

• Prepare Press Release For English Version Launch both in English

• Target TimeOut Istanbul, Turkish Daily News and Today’s Zaman editors in person. (English press)

• Submit article to IWI’s Lale magazine and IWI/AWI e-newsletters

• Request article on PukkaLiving.com

• Prepare Press Release For English Version Launch both in Turkish

• Identify PR agency to use (jointly determine which magazines to target & the strategy – feature story or news item?)

• Leverage www.sirkethaberleri.com

• Prepare Advertorial for The Guide in English


Advertising Plan

1)Time Out Istanbul

Online lifestyle guide on Istanbul. Writes about many issues such as Food and Drink, books, activities, music, nightlife, art and culture. (best option for tourists and expats) Contact:Özgür Çokgezen

2)meeTurkey

S&M Publication. Published in April, February, September, November. Distributed at conferences, airlines, hotels, travel agencies. Contact:Suat Töre

3)The Guide

Bi-montly magazine. Interesting articles, stories, files about Turkey written by experts. Contact: Seray Hanım.

4)Turkish Daily News

Up-to-the minute daily political, economic and diplomatic news from Turkey with comments from leading columnists.

5)Today’s Zaman

Their reader profile is expats, business people, consolates and academicians. They have the highest circulation rate amongst the Turkish newspapers issued in English. Contact:Emel Davarcı


Event Marketing Plan

2010 Istanbul AKB:

1) Marketing English version of Rezztoran.com:

Submit Rezztoran.com to Istanbul AKB when they re-open for new projects. Try to get 50% funding for budget items listed here.

2) Turkish- Ottoman Cuisine

• Submitted and will likely be approved in some capacity.

• Includes web site development for program and Istanbul 2010 sub-section on Rezztoran.com focusing on partnering restaurants and enabling their reservations. Details TBD.

Christmas Bazaar: End of Nov/Dec. Annual IWI event.


Timeline 2009


Method JUN JUL AUG SEP OCT

NOV DEC

BUDGET

Google ads * * * * * * * 150 TL/mo

PR * * 2000 TL/project

Timeout ads * * * 600 TL/mo

meeTurkey ads * * 1505TL/issue4816 TL/year

Todays zaman * * * 1000 TL/8 days

Turkish Daily News

* * * * * * * 150 TL/mo

The Guide 650 TL/issue

Brochure * 20.000 TL

Embassies * * * O TL

Expedia ads * * * * Waiting

Travelocity ads * * * * Waiting

Submit tripadvisor

* O TL

Site partnership * * O TL

Facebook&Twitter

* * * O TL

Submit content * * * O TL

Christmas Bazaar

* 500 TL (T)

Email bulletins * * * * * * * 200 TL/mo

Ad on newsletters

* * * * Waiting

Events Timeline 2010Name Oct

2009

Jan Feb

Mar

Apr

May

Jun

Jul Aug

Sep

Oct Nov

Dec

IMF Annual Meeting

*

ASTA *Yunus Emre Culture and Art Week Eskisehir

*

European Off-Meeting

Business Strategies

*

ICC Istanbul Congress

*

International Istanbul Jazz Festival

*

Furniture Fair

*

Mufad *World of Industry

*04/11/23 [email protected] Sayfa: 18

Budget Till 2010 January


Method Amount/month Number of months

Total Amount

Google ads 150 TL/mo 7 1.050 TL

PR 2000 TL/project 2.000 TL

Timeout ads 600 TL/mo 3 1.800 TL

meeTurkey ads 1505TL/issue4816 TL/year

2 2.700 TL

Todays zaman 1000 TL/8 days 3 3.000 TL

Turkish Daily News 150 TL/mo 7 1.050 TL

The Guide 650 TL/per issue 4 2.600 TL

Brochure 20.000TL 1 20.000 TL

Christmas Bazaar 500 TL(T) 1 500 TL

Expedia ads Waiting 3 ---Travelocity ads Waiting 3 ---E-mail bulletins 200 TL/month 7 1.400 TL

Ad on newsletters Waiting 4 ---

=8.422TL = =36.100 TL

APPENDIX

CONTACT INFORMATION


Other ideas

• Restaurant of The Month

• On website, choice for through which channel tourists and expats reached us.

• Increase restaurants in Bodrum, Çeşme and Antalya

• Talk to expats and tourists

• Find out which business magazine expats read most

• Find out expat days and organizations

• Develop a strategy for embassies

• Create a description on en.wikipedia.org


Target Audience: RestaurantsWhy Should New Restaurants Sign-up?

• Rezztoran.com is the only system that provides online reservation to Turkey’s top restaurants. It checks with customers afterwards how satisfied they were with the system.

• Rezztoran.com also keeps customers updated about promotions of the restaurants, it updates information on restaurants websites, in short, it does the marketing for the restaurants.

• English version and i-phone application will make sure rezztoran.com gives better service to customers and restaurants.

• English version will add a profound amount to the number of customers that rezztoran.com has.


Restaurant Pricing Strategy

• Cagla to fill in this slide


Website Contact Information

• [email protected]



• www.turkeycentral.com contact is through site




• www.welcome2turkey.com contact is through site


• [email protected] and [email protected]



• www.easyexpat.com contact is through site

• www.expatfocus.com contact is through site

• www.expat-blog.com contact is through site

• www.expatexchange.com contact is through site


Embassy Contact Information

• American embassy 0312 455 55 55

• French embassy 0312 468 11 54

• German embassy 0212 251 54 04

• Greek embassy 0312 448 98 73

• Italian embassy 0212 243 19 23

• British embassy 0312 468 62 30

• Dutch embassy 0312 409 18 00

• Russian embassy 0312 439 21 22

• Spanish embassy 0212 225 21 53

• Australian embassy 0312 459 95 00

• Canadian embassy 0312 409 27 00

• Swiss embassy 0312 457 31 70


Hotel Contact Information

• Four Seasons 0212 638 12 15

• Hotel Princess Ortaköy 0212 227 60 10

• Swiss Hotel The Bosphorus 0212 326 11 00

• Grand Cevahir Hotel 0212 314 42 42

• Richmond Wellness Spa 0264 582 21 00

• Divan Hotel Taksim 0212 315 55 00

• Sheraton Hotel Maslak 0212 335 99 99

• Kaya Ramada Büyükçekmece 0212 866 23 23

• Klassis Silivri 0212 727 40 40

• Mövenpick Hotel 0212 319 29 29

• Polat Hotel Yesilkoy 0212 414 18 00

• Radisson Yeşilköy 0212 310 15 00

• Çırağan Kempinski 0212 326 46 46

• Hilton Taksim 0212 315 60 00

• Hyatt Regency Taksim 0212 368 12 34



• The Marmara Taksim 0212 251 46 96

• Conrad Besiktas 0212 227 30 00

• Ritz Carlton Elmadag 0212 334 44 44

• Crowne Hotel Atakoy 0212 560 81 00

• Çınar Hotel Yesilkoy 0212 663 29 00

• Ceylan Intercontinental 0212 368 44 44

• Hilton Parksa Macka 0212 310 12 00

• Kaya Ramada Plaza Istanbul 0212 866 23 23

• Bebek Hotel 0212 358 20 00

• Dedeman Gayrettepe 0212 274 88 00

• WOW Yesilkoy 0212 468 50 00

• Hotel Les Ottomans 0212 359 15 00

• Holiday inn Topkapı 0212 530 99 00

• Ortakoy Princess 0212 227 60 10



• The Plaza Balmumcu 0212 273 15 90

• By Hotel Kozyatagi 0212 571 61 00

• Marriot Hotel Kadikoy 0212 570 00 00

• Greenpark Merter 0212 507 73 73

• Surmeli Gayrettepe 0212 272 11 61

• Arena Hotel Sultanahmet 0212 458 03 64

• Akgün Hotel Topkapı 0212 534 48 79

• Aziyade Sultanahmet 0212 638 22 22

• Eresin Hotel 0212 516 75 53

• Ceylan Hotel Taksim 0212 368 44 44

• Sheraton Atakoy 0212 560 81 00

• Mariott Istanbul Asia 0212 570 00 00

• Best Western The President Hotel 0212 516 69 80

• Hotel Armada 0212 455 44 55



• Lady Diana Hotel 0212 516 96 42

• Kent Hotel 0212 638 29 85

• Pera Tulip Hotel 0212 243 85 00

• Divan City Istanbul 0212 337 49 00

• Lamartine Hotel 0212 254 62 70

• Bilek Hotel 0212 324 20 24

• Taksim Square Hotel 0212 292 64 40


Rezztoran.com www.rezztoran.com

04/11/23 [email protected] Sayfa: [email protected]

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Rezztoran Paz Plani Eng 25 May09 1