External Content Guidelines - Final Version - 28.01.2011

Contentguidelines
Content Guidelines January 2011

Document title Document last reviewed
Gian Arard Plebani (Content Team)
Marc Lee
Laura Mellor (HR)
Document last reviewed by Contact person for all enquiries
For all enquiries about this document or any aspect of using Fusion,
please contact: Marc Lee
Tel: 00 44 2392 681482
marc.lee@goldenmoments.com
info@goldenmoments.com
www.goldenmoments.com
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Content Table
1. General Introduction .................................................................................................................... 4

2. Introduction to Content Guidelines............................................................................................ 5
3. Types of products ........................................................................................................................ 11
4. Competitors.................................................................................................................................. 12
5. How to write Content.................................................................................................................. 16
6. Adding a new supplier ............................................................................................................... 17
7. Creating a General Product...................................................................................................... 21
ADD NEW PRODUCT ............................................................................................................. 21
INSERT PRODUCT RECORD .................................................................................................. 22
PRODUCT DETAILS.................................................................................................................. 25
Product URL.................................................................................................................. 25
Name............................................................................................................................. 25
Short description......................................................................................................... 26
Introduction ................................................................................................................. 26
Full description ............................................................................................................ 27
Restrictions.................................................................................................................... 34
Fascinating facts ........................................................................................................ 34
Directions...................................................................................................................... 35
Location short description ....................................................................................... 35
Page title ...................................................................................................................... 35
META Description........................................................................................................ 35
META Keywords........................................................................................................... 36
SEO-Analysis and Keyword-Density ....................................................................... 37
PRICING.................................................................................................................................... 37
Net price....................................................................................................................... 37
Supplier's RRP ............................................................................................................... 37
Net purchase price.................................................................................................... 38
Orderable Quantity ................................................................................................... 39
Tax Rate ........................................................................................................................ 39
Exclude Account Type Discounts .......................................................................... 39
Supplier.......................................................................................................................... 39
Supplier product code ............................................................................................. 40
REDEMPTION SETTINGS.......................................................................................................... 40
Redemption Type....................................................................................................... 40
Redemption Prompt Question................................................................................ 45
Experience Adresse
EDIT PRODUCT OPTIONS....................................................................................................... 45

Product creation status ............................................................................................ 46
Show in Sections ......................................................................................................... 46
hr@goldenmoments.com
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New product ............................................................................................................... 48

Top product ................................................................................................................. 48
On special offer .......................................................................................................... 48
Is product visible?....................................................................................................... 48
Is product redeemable? .......................................................................................... 48
Available to Customer types .................................................................................. 48
PRODUCT IMAGES AND UPLOADING PICTURES............................................................ 48

Uploading Pictures..................................................................................................... 49
PRODUCT ENHANCEMENTS................................................................................................. 52
ASSOCIATED PRODUCTS ...................................................................................................... 53
REVIEWS TAB............................................................................................................................ 54
8. Landing pages ............................................................................................................................. 55

What is a landing page................................................................................................ 55
Create and update a landing page......................................................................... 55
Section URL..................................................................................................................... 57
Page Title: ....................................................................................................................... 57
Page subtitle: ................................................................................................................. 58
Page product list title.................................................................................................... 58
Page section list title ..................................................................................................... 58
META Description........................................................................................................... 58
Page content................................................................................................................. 59
Exemplar landing page: .............................................................................................. 60
9. Section Pages .............................................................................................................................. 62
10. Sub-Section Pages..................................................................................................................... 67
11 Templates .................................................................................................................................... 72
Email templates ............................................................................................................. 72
Snippets........................................................................................................................... 72
Labels .............................................................................................................................. 73
12. Additional information.............................................................................................................. 75
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1. General Introduction
Golden Moments acts as a third party agency organising activity-related experience events, such
as Ferrari Driving days or visits to health spas. Most experiences are sold in the form of vouchers,
given to individuals as gifts or used by corporate customers as incentives or as ways to enhance
loyalty.
MISSION: To be the number one provider of experiences to all European customers.
VISION: We live what we sell. Golden Moments only sells the most amazing experiences to fulfil the
customers dreams.
BRAND AMBITION: EXPERTS IN EXPERIENCES. Golden Moments’ philosophy is the continuous search
for and creation of experiences.
GOALS 2010
a) Increase the revenue: 2% conversion rate (getting two orders out of a hundred visits)
b) Reduce the cost: 8% PBT (Profit Before taxes). Increase the importance of margins and time.
c) Stickiness Factor: Increasing the number of returning customers.
Factors that can increase/decrease these indicators:

Buying process, navigation of the website, product page layout, seasonal pages,
margin/prices, campaigns, content/description, SEO, product errors, web bugs, server, social
media marketing (blog, Facebook, Flickr, Youtube), email marketing, etc..
Introduction of KPIs (Key Performance Indicators)
1) Site Usage: See Google Analytics

Visits
Page views
Pages/Visit
Bounce rate
Average. Time on site
New Visits
2) Ecommerce:
Conversion rate
Transactions
Average order value
Revenue
Admin
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2. Introduction to Content Guidelines
Rationale
This document is designed to help our franchisees to:

1. use Golden Moments’ Content Management System, Fusion, to create content
2. maximise the impact of this content through Search Engine Optimization (SEO).
Following the best practices outlined below will make it easier to achieve a high conversion rate
through direct sales. Website optimization is highly related to making little modifications on the
website. When viewed individually, these changes may seem insignificant, but when combined with
other changes, they could have a high impact on the performance of the site and potential to
generate ROI (return on investment).
Since February 2009, we have made the following changes and improvements to the website:
- Home page
- Navigation structure: top sub-navigation
- Section, subsection and product page
- Landing pages
- Seasonal promotion
- Buying process
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Company Structure
GOLDEN MOMENTS.NET LTD.
Steve Cheatle – European Paul Cheatle – International

Business Director Commercial Director
Human Resources
– Laura Mellor
United Kingdom Office
– Head Quarters
Finance & Commercial Team Content & Marketing Team Business Development Team
Team Leader – Team Leader Team Leader –

Paul Cheatle Paul Cheatle Marc Lee
Specialists – Native Speakers Specialists – Native Speakers Specialists – Native Speakers Specialists – Native Speakers
UK FR
IE IT
SE ES
BE AT
NL CH
DK DE
Please see Golden Moments structure above. There are two teams in every market. These are:
• Content & Marketing Team: this team deals with all content and marketing related activities and is
responsible for the supplier relation.
• Business Development Team: This team deals with customers, both corporate and individuals, as
well as handling all orders and redemptions. They also have contact with suppliers in order to book
experiences with them.
In addition to this, the Finance and Commercial Team is responsible for all accounts and business
projects related to Golden Moments.
Sales Channels
- SPI (Sales Promotion Incentives): Corporate customers use our experiences for motivation and
incentive systems. They use the experiences as external rewards or gifts (PR, Marketing, Advertising
and Sales Promo) or as an internal reward or gift (Sales, marketing, HR).
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- Loyalty: Corporates can reward their own clients’ loyalty with Golden Moments experiences. An
example is Hilton H Honors points, which customers receive after staying at a Hilton hotel. They can
use these points to buy Golden Moments experiences.
- Retail: Gift boxes containing a voucher can be sold at department stores, gift shops (Dreamland),
lifestyle shops (FNAC) or supermarkets (ASDA). Golden Moments provides these retailers with gift
boxes in different price ranges. Customers choose from a variety of experiences in this price range
when they redeem the voucher.
- Reseller & Affiliates: Reseller sales are orders through websites other than Golden Moments. A
reseller is an online company that has a contract with Golden Moments to sell our experiences.
Affiliation allows the affiliate/publisher to place links to Golden Moments on their website. This is
done in various forms such as banners, text links, video ads and product feeds. Then, when a user
from the affiliate’s website clicks through to Golden Moments and places an order, the reseller
receives a percentage of the order value.
- Affinity Employees Benefit Scheme (EBS): Employees of companies which have an affinity EBS
scheme with Golden Moments will benefit from a discount on our entire range of experiences and
gifts by using a unique offer code.
- Direct: This concerns all sales through our website which includes online sales and sales with
individual customers by telephone. Sales through other channels generate less profit, as all deals
with corporate clients and partners involve offering a discount. This discount lowers the margins on
the sold products. That is one of the reasons why Golden Moments is trying to generate more sales
through its website.
Content Management
Golden Moments operations are all managed from a custom built business system (Jshop) with
similarities to SAP and others. The software provides tools designed to allow users with little or no
knowledge of programming languages or markup languages to create and manage content with
relative ease of use. Administration is done through web based interface:
https://secure.goldenmoments.com/gmadmin/login.php.
The name of our Content Management System (CMS) is Fusion. This system allows us to store and link
our experiences data such us descriptions, prices, pictures and other experience related material.
Fusion uses advanced templates to process and display our homepages for all countries and
labelled partners.
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Orders are processed and completed in Fusion, which also contains all the data related to the
website, orders, customers and experiences.
Setup and hosting environment
Fusion is hosted by Rackspace and their load-balanced and redundant dedicated server facility.
Fusion is a proprietary system which we can customise.
Under the Linux operating system we use Apache, MySQL and PHP.
Homepage and layouts
By using a standard template with different content for each country, we produce a layout with
different country content for each market. It can be for a specific country or a mixture of countries
to supply a content/sales-partner.
Golden Moments’ website is as dynamic as possible, which enables us to make changes quickly
and easily.
Search engine optimisation (SEO)
Since Google is the most popular search engine, many webmasters have become eager to
influence their website's Google rankings. An industry of consultants has arisen to help websites
increase their rankings on Google and on other search engines. This field, called search engine
optimisation, attempts to discern patterns in search engine listings, and then develop a
methodology for improving rankings.
As Google's algorithms and results have not gained the trust of web users, commercial websites will
profit from subverting these results by artificially inflating their rankings. Some search engine
optimisation firms have attempted to inflate specific Google rankings by various artifices, and
thereby draw more searchers to their client's sites. One of Google's main challenges has been to
weaken some of these attempts by reducing the ranking of sites known to use them.
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Search engine optimisation encompasses both on-page factors (like body copy, title elements, H1
heading elements and image alt attribute values) and off-page optimisation factors (like anchor
text and PageRank). The general idea is to affect Google's relevance algorithm by incorporating
the keywords being targeted in various places on-page, in particular the title element and the body
copy (note: the higher up in the page, presumably the better its keyword prominence and thus the
ranking). Too many occurrences of the keyword, however, cause the page to look suspect to
Google's spam checking algorithms.
The optimisation decisions should be based on what is best for the visitors of your site. They are the
main consumers of your content and are using search engines to find your work. Focusing too hard
on specific tweaks to gain ranking in the organic results of search engines may not deliver the
desired results. Search engine optimisation is about putting your site’s best foot forward when it
comes to visibility in search engines.
Google AdWords. Paid search (Sponsored results)
1. TITLE
2. Meta Tags Description
3. URL’s
4. Site Navigation Structure
5. Offer Quality Content Services: Description
6. Anchor text (Keywords inserted)
7. Heading tags
8. Optimize your use of images
9. Robots.txt “nofollow”
10. Promote your website in the right ways
Good practices for promoting your website
a) Blog about new content or services

b) Offline promotion
c) Know about social media sites
d) Links Strategies
e) Sitemap
f) Internal Links
The Web Analytics’ 5 Cs are Campaigns, Content, Customers, Conversion and Competition
Campaigns (/Traffic Sources): Search engines, Direct traffic, Referral traffic

• Which traffic sources are driving the most traffic to your site?
• Which traffic sources are driving quality traffic to your site?
• Which traffic sources are efficient (cost-revenue wise, ROI analysis)?
• What does a traffic source tell me about that visit?
Content (/Product Offer)

• Which contents are more popular?
• Which contents/products generate more revenue?
• Which contents are entry points to your site?
• Which of those contents have high bounce rates?
• Which content are driving organic traffic (through what keywords)?
• Which contents have high exit rates (any of those is part of a funnel, form or conversion
process)?
• What features are working (insite search, tag clouds, dynamic content blocks)?
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Customers (/Visitors)
• What is your rate of returning visitors?
• What % of your visits sees more than n page views per visit?
• What % of your visits stays more than t seconds per visit?
• How does the recency histogram fluctuate over time?
• What is the geographic origin of your visits?
Conversion
• What traffic sources have higher conversion rates?
• Which contents have a higher impact on conversion?
• How does a conversion funnel perform?
• Are there any products with a better conversion rate? Is this general or specific for traffic
sources, visitor segments or content paths?
• Can you identify visit segments with high conversion rates (low hanging fruit)?
Competition
• What is your competition doing (SEO, Adwords, Ads, offline)?
• What is your competition offering?
• What share of traffic is your competition getting (Hitwise, Compete, Google Trends)?
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3. Types of products
We are currently using two types of products in Fusion:
- STBA (Super To Be Advised): The STBA is a product that includes a selection of General
Products for the recipient to choose from. An example of a STBA is Rally Driving.
-General Products: The voucher recipient redeems a General Product. These are experiences
that usually take place in one location, for example Rally Driving in Oxford, and that ALWAYS
are from ONE supplier.
Products that are no longer in use:
- TBA: We used to work with this type of product. A TBA is a product that has several locations
and several suppliers. If you come across a TBA, you have to create a general product for each
location and each supplier.
Then set the TBA as non-visible.
- Subproduct: These are the products that used to be part of the TBAs and STBAs.
NEVER delete a product! If a product should no longer be on the Website please, set it as non-
visible.
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4. Competitors
Below you will find a list of some of our biggest competitors. It is very important that you know about
your market. You should visit your competitor’s websites as you can learn a lot about them and it is
a good way to measure and compare your work.
A convenient tool to use when you are looking at the competitors:

- Go to the sitemap in the competitor’s website, then press Ctrl + F (to search).
- Type an experience that you are interested in.
- Make sure you use short and relevant terms, as competitors may have a different name for the
experience. e.g. when the product is Ferrari driving for 30 minutes, you should search for ‘ Ferrari’.
Below you have a list of the most important competitors Europe-wide:
Smartbox (www.smartbox.com) is a French company that is the world market leader for gift
experiences. It is the fusion of Smartbox and Bongo (Belgium). They operate in almost every country
in the world. The have a wide range of themed boxes and most of their business is comes from retail
and B2B.
Buy a Gift: (www.buyagift.co.uk) is the UK market leader. They have more than 1 million visitors per
year with a turnover of GBP15 million in 2008. They are a very strong online company.
Mydays (www.mydays.com) is a German company that has since started operating in all the big
markets: Germany, Austria, Switzerland, France, Netherlands, Italy and Spain. They have a very
strong website.
Red Balloon Days www.redballoondays.com.au
Red Letter Days (www.redletterdays.co.uk) is the original gift experience company and as such,
they have big brand awareness in UK.
Pluimen (www.pluimen.nl) Number 1 in Holland with EUR20 million turnover. Their biggest customer is
the Dutch government. It is Golden Moments’ biggest competitor in the Netherlands.
Wonderbox (www.wonderbox.com) had a EUR50 million turnover last year in France from retailing
and B2B. They operate in France, Spain, Germany, Poland and Italy.
LiveIt (www.liveit.se) is the Swedish market leader.
Elation (www.elation.it) is the Italian market leader.
Jolly Days (www.jollydays.de) is a German company operating in Austria, Switzerland and Germany.
Jochen Schweizer (www.jochen-schweizer.de) is very strong in retails and B2B.
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Here you have a list of the competitors for each market:
SPAIN:
Smart Box: (www.smartbox.com/es/) only sell gift boxes. They have more experiences and locations
than Golden Moments and their prices are very cheap. They write the suppliers’ name on their
website.
Mydays: (www.mydays.es) started in Spain in 2008 and has fewer locations than Golden Moments.
Emocionday: (www.emocionday.com) They have fewer experiences and locations than we do.
Lifestyle Barcelona: (www.muchomasqueunregalo.es) started in Barcelona, but now they cover the
whole of Spain.
La Vida es Bella: (www.lavidaesbella.es) started in 2009 with boxes, very similar to the SmartBox
model. Their prices are similar to ours.
Regalo Original: (www.regalooriginal.com). They inflate the prices exorbitantly.
Lastmiunte: (www.lastminute.es). This company are also a reseller. They have more special offers
than Golden Moments. They have more products and more or less the same prices.
PORTUGAL:
La Vida es Bella: (www.lavidaesbella.es/catalogo/aventuras-increibles_3026.php) In 2009 they
stared with boxes, very similar to the SmartBox model. Their prices are similar to ours. They are the
most famous gift experience company in Portugal.
ITALY:
Elation: (www.elation.it) We suspect that Elation asks for exclusivity from their suppliers. Elation is
strong, has a better online marketing organisation than Golden Moments and adopts an aggressive
competition technique.
Melaspasso: (www.melaspasso.it/) Their experiences range is rich, but not as good as ours. The
prices are a little bit higher.
Smart Box: (www.smartbox.com/it) Their sales are mainly based on a wide range of gift boxes. They
give the name of the supplier.
MyDays: www.mydays.it The experiences they offer are almost the same as ours.
Quantum Marketing Italia: (www.qmi.it) The leader in cinema and theme park vouchers. They
started to sell gift cards in 2008. The range of experiences is very small and the website is poor.
FRANCE:
Smart box: (www.smartbox.com/fr/) They are leader in the French Market. They have a lot of
locations and very cheap boxes. Revolution in the market with gift boxes: travel, wellness, pamper
and adventure.
Wonderbox: (www.wonderbox.fr/) They are the second biggest competitor in the French Market.
They have a lot of locations and a wide range of boxes.
2LO: (www.2lo.fr/) They also do gift boxes. They specialise in new experiences.
Magicday: (www.magicday.fr/) One of the newest on the market. They specialise in themed days.
Happybox: (www.happybox.fr/) They work on a regional basis. They ask for 18% commission from
their suppliers.
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UK:
Red Letter Days: (www.redletterdays.co.uk) They were the first and are still the most well know
experience company in the UK, they have similar prices to us, their range of products is greater than
ours.
Buy a Gift: (www.buyagift.co.uk) They are the market leader in gift experiences now; they have a
large product range at very competitive prices, although most of our prices are still fairly close to
their prices.
IRELAND:
Great Days Out: (www.greatdaysout.ie)
Lastminute: (www.lastminute.ie) Well known in Ireland.
Top gifts: (www.topgifts.ie)
Gifts: (www.gifts.ie) They are also a re-seller.
Gift Gallery: (www.giftgallery.ie) They are quiet good, and cheaper than us. They offer much more
products.
SWEDEN:
Live it: (www.liveit.se) The biggest competitor, they have good prices and have experiences all over
in Sweden.
Upplevelsepresenten: (www.upplevelsepresenten.se) Not very big, we have more products.
Adrenalin: (www.adrenalin.nu) They have good prices but focus more on water experiences.
Eventguiden: (www.eventguiden.se)
Upplevelsepresent: (www.pplevelsepresent.se) They have almost the same prices and experiences
that we have.
GERMANY & AUSTRIA:

Mydays: (www.mydays.de/)It is the most important competitor in Germany and Austria. Their prices
are cheaper than ours.
Jollydays: (www.jollydays.de/)Important competitor in Austria. They have cheaper prices than us.
Jochen Schweizer: (www.jochen-schweizer.de/)They have more or less the same prices than us.
Very important competitor in Germany.
SWITZERLAND:
Geschenkidee: www.geschenkidee.ch Google-Ranking 5/10. Our main competitor, well-established
in Switzerland and they sell all kinds of gifts, which makes it easier for them to attract customers.
They are good in the Google-ranking and have more products than we have. They are selling their
products cheaper than we do, but have just a normal paper-voucher. It seems that they don't
charge anything for shipment and send an e-mail directly to the customer with the voucher to print
and promise the paper voucher will be there in 2 to 3 days.
Smart Box: www.smartbox.com/ch

Google-Ranking 5/10. Their product range is mostly limited to the French speaking part of
Switzerland, but they are adding more products. The prices are also a bit lower than ours (for a
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similar product). They have a voucher box, which is shipped in 5-7 days for CHF7 and 3-5 days
CHF16.
Jochen Schweizer: www.jochen-schweizer.ch

Google-Ranking 5/10. They have a Swiss site, but the prices are in Euros and the product range is
mostly German and Austrian. They send a voucher for EUR3 within 1-2 days and a box for EUR6 in 2-3
days. TNT express shipment (24 hours): additional EUR12 to the normal price. They have a lot of
resources and could expand at short notice.
Mydays: www.mydays.de Google-Ranking 5/10. Mydays are selling their experiences through
www.geburtstagsgeschenk.ch. They don’t have products in Switzerland but very close to the
boarder. They have a lot of resources and could expand at short notice.
Ohtoyou: www.ohtoyou.com Google-Ranking 3/10. They are quite small and limited to the French
part of Switzerland, but they have a nice web-page. Keep an eye on them.
NETHERLANDS:
Bongo: http://www.bongo.nl Standard format similar to other countries. No rebranding to smartbox
yet. They opened their first shop in Rotterdam.
Pluimen: http://www.pluimen.nl/ Over EUR20 million turnover, claims to be number 1 in Holland.
Kadopagina: http://www.kadopagina.nl/ They’ve existed for 10 years, recently they changed to a

new website. Expected to be bigger than GM.
Giftpack: http://www.giftpack.nl Very small, run by a married couple.
Experiencegifts: http://www.experiencegifts.nl Owned by Traffic Control.
Kado Express: http://www.kado-express.com Owned by Traffic Control.
Wensbon: http://www.wensbon.nl Launched in 2005/2006 as part of clearchannel group

(www.clearchannel.com). Very large American company, lots of money for marketing.
Giftcard: http://www.yourgift.nl Good concept. ‘Credit card’ can be topped up in a shop and used
to pay for health spas etc.
Eventbon: http://eventbon.nl/ Company has several websites. They have existed longer than GM,
but the website does not seem very professional.
Gift for 2: http://www.giftfor2.nl/
Fitbox: http://www.fitbox.nl
BELGIUM:
Bongo: http://www.bongo.be/
Standard format similar to other countries. No rebranding to smartbox yet. They have 6 shops in
major cities. By far the largest experience company in Belgium.
Superidee: http://www.superidee.be/
Terrible website, sells quite a lot though. They also sell through shops.
Cadeaubox: www.cadeaubox.com
Nice website, nice box, lots of retail outlets.
Vivabox: http://www.vivaboxes.com
Good box and sold via retail in Belgium. It seems to be part of Sodexo. Also in France, UK, USA.
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5. How to write Content
Every time that you add some text to the website, you must follow this procedure:
1. Write the text in MS Notepad.

2. Copy and paste the text into MS Word.
3. Spell and grammar check it in Word – mistakes are easy to miss.
4. Copy/paste it from Word to Notepad – to remove any invisible style formatting.
5. Copy/paste it from Notepad to Fusion.
6. After updating in Fusion, refresh the page on the website for final approval. Make sure that
everything is correct – please be aware that Fusion records the changes against your user
log.
Please DO NOT copy/paste anything from any other website, or use copyrighted text.
It is crucial that you follow this procedure (1. Notepad, 2. Word, 3. Notepad, 4. Fusion, 5. Website, 6.
Check). The reason for this procedure is to remove all external style formatting from Word, which
does not conform to the style of the Golden Moments website/USB voucher.
If a text was written in Word, those characters would look differently. Please avoid using the
characters in the left column of the table below, as they produce errors in the USB.
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6. Adding a new supplier
When dealing with flying experiences or high-risk experiences, we must obtain their regulatory
approval number and insurance copy.
Before contacting a new supplier, please check that this supplier is not in Fusion already. Add the
supplier information to Fusion with all relevant supplier notes, even if we do not get an agreement
with them, so that the next Content Specialist can track any contact with this supplier.
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Step 1 Choose ‘Add New Supplier’ from the left-hand menu in Tax/Shipping.
Step 2 Fill the information --> The following will appear:
Write all the supplier information in ENGLISH.

1. Name of the company, this name appears in Contents in a product in the Supplier field.
2. Postal address of the company (for invoices etc)
3. Country in which the supplier is based
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4. Direct telephone number of the contact person (the person with whom Golden Moments
signed the supplier contract).
5. General fax number of the company or direct fax number of the contact person.
6. E-mail address of the contact person (The one with who Golden Moments signed the
supplier contract)
7. Full name of the contact person
8. Telephone number of the booking department
9. Fax number of the booking department
10. E-mail address of the booking department
11. Contact person of the booking department (person with whom can we book the
experiences)
12. Booking notes: This is the most important field for the Customer Service.
Describe step by step (as clearly as possible) how the Customer Service is supposed to book the
experience/s and how the customer is to be paid. Write the prices gross, including VAT (state
between brackets the percentage of the VAT).
Please do not use HTML language.
E.g.:
OPERATIONS:
1) Call 01869 278199 and ask for availability.

2) Book the customer in with name and reference number.
3) They will send us an invoice
4) Send Purchase Order Confirmation (POC) to: info@rally-school.com
5) Send confirmation to customer
PAYMENTS: monthly by transfer
Price Rafting: 30€ (7% VAT included)
Price Bungee Jumping: 35€ (7% VAT included)
c.c.c 0049 5206 44 2116054404
Insert all the information about the account of the supplier again e.g.:
- Account holder: Datscher Nina
- Account number: 561049263
- Bank code: 15006
13. Enter the date (dd/mm/yyyy) when you did the last update of this supplier, followed by you
initials, e.g. 12/05/2009 GM
14. Received supplier documents: choose the appropriate option via which the supplier sent
the Supplier Information Request (SIR) and contract over (you can choose between post, email
or both.)
15. SIR status. Choose from:
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¾ Not yet contacted supplier

If we did not contact the supplier.
¾ Contacted supplier
If you have had some contact. E.g. you made some booking, you are dealing the agreement.
¾ Sent SIR to supplier
If you sent the SIR to the supplier.
¾ Received back signed SIR & Uploaded
If you receive the SIR and put all the information in Fusion.
¾ SIR suspended
If the SIR is not valid anymore or Golden Moments or the Supplier decided to terminate the
Agreement.
16. Insurance expiry date (this is not a mandatory field).
17. Enter the website/homepage of the Supplier. We can access a lot of useful information via
the supplier’s website but remember that we need to confirm the information is correct by
contacting the supplier.
18. Account number with supplier: Do not write anything in this field.
19. Supplier notes: Special field for writing the notes about the supplier.
Make any note about the supplier with information that may be useful for the next person that
contacts the supplier, e.g. “we are waiting for the supplier to send us some pictures”.
Step 3 Update Supplier
When you finished inserting all the data, click on “Update Supplier”, your data will then be saved.
20. Here you can see the list of products that are currently linked to this supplier (either visible or
invisible). The net price, purchase price, margin and quantity redeemed are also detailed.
This information is especially useful when renegotiating product prices and discounts.
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8. Creating a General Product
Before you Start writing in Fusion, please read carefully “How to write Content” in this document. It is
very important that you follow this procedure.
ADD NEW PRODUCT

In Fusion, go to Content > Products Menu > Add a New Product.
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You will be prompted to select a supplier. Please type the name of the supplier in the
search function at the bottom of the page and select it. Be careful to choose the right
supplier.
INSERT PRODUCT RECORD

You will see the following information. There you can "Edit product details".
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Step 1 Write the Code (SKU)

Write the Code (SKU) in capital letters with no spaces between letters. Product codes must be
created this way:
1. Starting by your market domain (two letters): UK, IE, FR, IT, BE, NL, DE, AT, CH, SE, ES.
2. Followed by the first three letters from the experience i.e. FER (for Ferrari)
3. Ending with two letters from your supplier i.e. DR (for Driveme.net Ltd)
If you need to use a number to differentiate between two or more products, please add it at the
end. This may be useful especially for driving experiences, where you have the same experience,
but a different number of laps.
Examples:
UKFERDR1 – Ferrari 1 lap by Driveme.net Ltd
UKFERDR2 – Ferrari 2 laps by Driveme.net Ltd
UKFERDR3 – Ferrari 3 laps by Driveme.net Ltd
For the following markets, we used to use numbers: UK, Irish, Netherlands, Belgium, Germany, Austria,
Switzerland or Sweden (e.g. OE for Austria, 0004 serial number = OE0004). However, new product
codes are to be created as explained above. DO NOT change existing product codes!
Step 2 Choose your country

Tick your market, e.g. UK.
Step 3 Product Type

Please tick your product type carefully. Usually it is a General Product, but for more information,
please refer to the Types of Product section.
Step 4 Product Template

- Choose the option “Normal product page” when creating a new General Product.
- Choose the option “STBA product page (list of subproducts) when creating a STBA.
When you have finished the 4 steps described above, click the orange button “Update details”.
Afterwards please go to Product Options > Edit Product Options > Is Product Visible? > Click “No”.
When you finish creating the product, come back to these options and click “Yes”.
*Before continuing to create your product, please scroll down and click “Edit product options” (an
orange button on your right.) Choose the first option: “Product being created”. Also, please set it as
“not visible”. When you finish creating your new product, you will come back here to change these
options.
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PRODUCT DETAILS
If you want to edit or change the product details, just click on the orange button "Edit Details".
Product URL
Name the URL using words that are relevant for the experience. Make sure the URL is friendly
enough for visitors navigating your site. Users expect lower-case URLs and remember them better.
Include the experience and location in the URL. The location is usually an important keyword.
Also, if the experience that you are creating is for more than one person, add this information to the
URL. For instance, “sushi-workshop-for-two-in-london”. Thus, we would let the customer know that this
price is for two. Otherwise, the customer may think that it is too expensive and leave the website.
The URL should not be longer than 5 or 6 words.
If you name the experience “Ferrari driving experience in Warwickshire”, choose exactly the same
name for the url: ferrari-driving-experience-in-warwickshire. Link the words with hyphens, not spaces.
AVOID:
- Lengthy URLs
- Excessive keywords
- Generic page names like “section1.html”
- Spaces, punctuation, special characters
- Capital letters
Name
- Choose an appropriate Name for the experience.
- The name of the experience and URL must be the same. The only difference is that URLs
must not have accents, spaces or any other funny symbol, i.e. question marks.
- The name should not be longer than 5 to 6 words.
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- Always name your experiences like this: experience name + location, e.g. "Ferrari driving in
London".
- If the experience that you are creating is for more than one person, add this information to
the url. For instance, “sushi-workshop-for-two-in-london”. Thus, we would let the customer
know that this price is for two. Otherwise, the customer may think that it is too expensive and
leave the website. It should not be longer than 5 or 6 words.
Short description
Write one short, appealing sentence about the experience containing the experience name
and location. This should be engaging text to convince users to see more information about the
experience. Make sure that this sentence is short enough to fit in the box below. On the
homepage, the box appears in a section or subsection and represents a product.
Introduction
Write attractive sentences describing the experience. It should not be longer than a paragraph
containing descriptive keywords and important facts about the experience (car details, etc.).
The introduction appears in the top left-hand corner, when opening a product on the
homepage.
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Full description
When writing the “Full Description” of an experience, please change the headings font by
selecting the text and choosing GM_Title from the Style menu. Choose 2-4 keywords and use
the bold font. These must be very relevant keywords as it is useful for Google ranking.
This is the text which customers read on the website and also will be printed in the voucher and
exported to the USB vouchers. You have to write important information about the experience
and this information must be accurate.
Be careful with the keyword density and average percent of density for the main desired
keyword positioning is within 4-7%. Use the main keywords along the full description and below
the different titles. I.e.: Spectators: 3 spectators are welcome to see you driving this fantastic
Ferrari.
For detailed information about the detection and use of keywords and its density, see the last
part of this chapter. A keyword strategy should be consistent and used for the creation of new
products and the optimization of consisting ones.
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Please use the GM_Title (orange font) for the following 9 titles. The description should contain
and must describe:
1) The experience:
Remember that this text will also be printed on the gift packs. Therefore, it should be written in a
way as if the customer already purchased the experience, e.g. you will enjoy the experience,
you will be treated, you will fly, etc… Write important information about the experience and
repeat the product name and the location (very important keywords!). Create credible
Content and describe the experience as detailed and accurate as possible. The customer
should know what this experience is about by reading this.
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2) Vital Information:
Write the restrictions and other important information that the customer needs to know. Please
check the supplier SIR (Supplier Information Request form) and Website to get this information.
Contact the supplier if this information is not in SIR spreadsheet. This vital information may be the
age, weight, health conditions etc.
Please use keywords, for instance:
Ex: “In order to drive this fantastic Ferrari, you must hold a full driving license.”
3) The weather
If the experience is weather dependent, you should warn the customer that the booking date
may be delayed because of the weather conditions. The supplier should provide you with this
information. If the experience is not weather dependent, you should say so, i.e.: "This Hot Stones
Massage experience is not affected by weather conditions."
4) Session Length:
Please specify how long the experience lasts and use keywords appropriately. Ex: “You will
enjoy a relaxing massage for 50 minutes.”
5) Numbers
State for how many people this voucher is valid. Please, also mention whether the customer will
share this experience with more people. Always use keywords wisely. For example, “This voucher
enables one person to go Gorge Scrambling in Conwy. You will enjoy this experience within a
group of 5 people.”
6) Spectators
Please, clarify whether the customer can or cannot bring spectators or companion to the
experience. Use your keywords wisely. For instance, “Spectators are not allowed to enter the
spa. It will be only you and your therapist so that you can fully relax!”; or “You can bring three
friends to see you driving this amazing Ferrari like a professional F1 pilot!”
7) Dress code
Let the customer know what kind of clothes, he/she should be wearing to enjoy his/her
experience. Ex: “Please wear comfortable clothing to enjoy your Ferrari driving experience at
most!”
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8) Availability:
- Do not write specific dates here. Only general dates, i.e. “This Sushi workshop is available all
year long, Monday to Friday”. Then copy /paste this information in the Availability Tab. Please
do not copy/paste anywhere else on the Website as Google would consider that “cheating”
and would put GM down in Google ranking.
- If you only have specific dates, please write, “Check our availability on our Website”. Then, in
the Availability Tab, add the dates when the experience is available.
9) Location
Please write the name of the town or city. DO NOT write the full address of the experience.
Otherwise, the customer could know who the supplier is and buy the experience from the
supplier.
Here you can find the translation of these 9 titles for the different markets. Please use this
translation, as the content of the text must be written consistently.
1. English:
The experience
Vital information
The weather
Session length
Numbers
Spectators
Dress Code
Availability
Location
2. French:
L'expérience
Restrictions
Conditions météorologiques
Durée de l'expérience
Nombre de participants
Spectateurs
Comment s'habiller ?
Disponibilités
Localité
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3. German:
Das Erlebnis
Grundlegende Voraussetzungen
Wetterbedingungen
Dauer
Teilnehmerzahl
Zuschauer
Kleidung
Verfügbarkeit
Standort
4. Italian:
L’esperienza
Requisiti di base
Condizioni meteorologiche
Durata
Numero di partecipanti
Spettatori
Abbigliamento consigliato
Disponibilità
Località
5. Swedish
Din upplevelse
Viktig information
Väder
Tidsåtgång
Antal personer
Åskådare
Klädsel
Tillgänglighet
Plats
6. Dutch:
Uw experience
Belangrijke informatie
Het weer
Duur van de experience
U en hoeveel anderen
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Toeschouwers
Kleding
Beschikbaarheid
Locatie
7. Spanish:
La experiencia
Lo que necesitas saber
La climatología
Duración
Participantes
Espectadores
Qué vestir
Disponibilidad
Localización
8. Danish
Oplevelsen
Vigtig information
Vejret
Varighed
Antal
Tilskuere
Påklædning
Tilgængelighed
Sted
For the experiences that are considered “SPECIAL GIFT” and are set up like INSTANT
REDEMPTION (for example: “Name a star” or “name a wine”) the template changes into:
1) The gift:
Remember that this text will also be printed on the gift packs. Therefore, it should be written in a
way as if the customer already purchased the experience, e.g. you will enjoy the experience,
you will be treated, you will fly, etc.
Write important information about the gift and repeat the product name (keywords). Create
credible Content and describe the gift as detailed and accurate as possible. The customer
should know what this gift is about by reading this.
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2) The gift includes: Exactly what they are going to receive. Please, specify what is included in
the packages. Use keywords wisely. Ex: “You will receive two bottles of Rioja wine vintage
1994, in an elegant wooden varnished box.”
3) Delivery: Where the gift can be sent to and how long it is going to take to be delivered. Use
keywords wisely. E.g.:: “This fantastic wine box can be delivered all year long everywhere in
the UK.”
4) Other information: Please write here any other information provided by the supplier. E.g.: for
the “Name a wine experience”: “The same label will be applied on your 6 bottles of wine”.
Here you can find the translation of these four titles for all markets. Please use this translation, as
the content of the text must be written consistently.
1. English:
The gift
The gift includes
Delivery
Other information
2. French:
L’expérience
L’expérience comprend
La livraison
Autres informations
3. German:
Das Geschenk
Geschenkinhalt
Lieferung
Weitere Informationen
4. Italian:
Idea Regalo
Cosa include
Spedizione
Ulteriori informazioni
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5. Swedish:
Din Gåva
Gåvan inkluderar
Leveranstid
Övrig information
6. Dutch:
Uw experience
Inhoud
Bezorging
Extra informatie
7. Spanish:
El regalo
Lo que incluye
Envío
Más información
8. Danish
Gaven
Gaven indholder
Levering
Andre informationer
Restrictions (printed on the Booking Confirmation and visible during the booking process)
This section pops up when a customer redeems or purchases a voucher. It should warn the
customer about any restrictions (reasons why the experience would be unsuitable): like a
minimum age, maximum weight or height, certain medical conditions etc. For experiences that
require specific dates, please add the GM telephone number for the customer to check the
availability before they buy it. For instance, “Please check the availability by calling to our
Customer Service 1800 635 006/+44 2392 681471”. This information should also be included in the
Full description inside of Vital information.
Fascinating facts (Visible on the Website)

Customers can find this section as a category of the product page on the website.” Fascinating
facts” is used to increase the amount of information on the page this will boost the Google
ranking. So please use your keywords wisely.
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Here you can include a bit of history of the experience, for instance, you can tell about the first
hot air balloon. You can also use this section to talk a bit more about the experience, for
instance, the benefits of Aromatherapy... You can find this information in other Websites, but DO
NOT copy any text. You can use the same information, but you must rewrite it using your own
words, otherwise the webpage will be penalized by google.
Two or three paragraphs would be perfect.
Directions (printed on the Booking Confirmation)

Write how to arrive to the Experience address (meeting place). Make sure this is where the
experience takes place and not just the company office address.
Copy the directions from the website of the supplier. Alternatively, create your own directions
through a ‘route planner website’ e.g. Google maps, street directory to see the bus or metro
next to the experience address. Add at least the nearest junction/motorway and nearest
station in this section.
In case the Redemption type is Activation Letter: add directions and an explanation about how
the customer has to book the experience (E.g.: "Please identify yourself as Golden Moments
customer give your Redemption number printed in this e-mail and book the experience".)
Location short description

Add a short description of the location of the venue in this field, like the city or town. This will be
used to search for experiences in that location in the search box of our Website. DO NOT write
the full address of the experience.
Example: “Goodwood Circuit, Sussex.”
Page title
Choose an appealing sentence related to the content and containing keywords. E.g. if
creating a makeover and photo shooting product: “Enjoy a makeover and photo shooting
session and feel like a star with Golden Moments!
META Description
Create a nice description of the experience using two sentences or a short paragraph. Please
use keywords and make the customer know that they can buy that gift in our Website. The
spelling must be perfect and it must be appealing for customers.
E.g. in Aromatherapy Massage Deluxe: “The most relaxing gift for the one who deserves it:
'Aromatherapy massage extended', a gift from Golden Moments.”
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A page’s Meta description gives Google and other search engines a summary of what the
page is about. It is important because Google might use them as snippets for your pages (under
a page’s title and above a page’s URL in a search result). A section description Meta tag might
be a sentence or two or a short paragraph.
Good practices for description Meta tags:

- Accurately summarize the page’s content
- Use unique descriptions for each page
- Use important keywords like name and location of the experience
Avoid
- Writing a description Meta tag that has no relation to the content on the page
- Using generic descriptions like “This is a sub section” or “Ferrari section”
- Filling the description only with keywords
- Copy and pasting the entire content of the document into the description Meta tag
- Using a single description Meta tag across all of your site’s pages or a large group of pages.
META Keywords
These are the relevant words that you have used along the description of the page. META
keywords should include the different types of experiences that “this product” contains. A
comma and a space should follow each of these words. Avoid using words which don’t appear
in the full description above.
When choosing your keywords, consider the keyword strategy which you developed by using
Google Adwords. For more information, see the last part of this chapter (below)..
Example:
- You are creating a Ferrari experience.
- Google Adwords shows that people who want to drive a Ferrari in Jarama circuit in Madrid,
type in: “Ferrari, Madrid, Jarama, car, sports car, driving, drive, circuit, lap”.
You must work with Google Adwords, the SEO-tool (see chapter 10) and put yourself in the
customer’s shoes, so that GM goes up in the Google ranking. Please use 8 to 10 keywords. It is
not relevant for the search engines, but still used by them for website listings like a local business
directory or the Google catalogue. Example:
http://www.google.com/local/add/analyticsSplashPage?gl=US&hl=en-US
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SEO-Analysis and Keyword-Density
It is important to have a keyword strategy for the different products. For a proper Keyword
strategy you should use two important tools:
GoogleAdwords: On the following homepage you can find out which words Google users type
in Google to find a specific product. You should then use these words on the product page, to
assure that you attract as many valuable clients as possible to our page:
https://www.google.com/accounts/ServiceLogin?service=adwords&hl=en_GB&ltmpl=adwords
&passive=true&ifr=false&alwf=true&continue=https://adwords.google.com/um/gaiaauth?apt
%3DNone%26ugl%3Dtrue
SEO-Tool: Google checks the keyword density on the homepage and prefers pages with a
keyword density between 4-7%. To make sure that the product page you created matches
these requirements, you can check your page here: http://www.seochat.com/seo-
tools/keyword-density
PRICING
Pricing (all Prices in Fusion are NET = excluding VAT, written with a dot and 4 decimals)
Net price
This is our Net Sales Price. It is the price without VAT that our customers have to pay for the
experience. This price with VAT appears on the website (Fusion will ad the VAT automatically).
Remember to enter the VAT rate amount as a percentage, e.g.15.0%
Supplier's RRP
This is the normal retail price of the supplier, so the price the supplier sells its products normal
customers, e.g. on their website. E.g. if supplier X sells the experience for 99.99€ on their website you
enter in here 99.99. We use this for our supplier benchmarking.
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Net purchase price

This is the price we buy products from the supplier. Enter this price excluding VAT.
MINIMUM MARGIN FOR EACH MARKET:
Belgium 15%
UK 15%
Sweden 20%
Spain 18%
Nederland 20%
Italy 20%
Germany, Austria Switzerland 20%
France 15%
Denmark 20%
Calculating Prices:
In this example:
- The suppliers price = 141.-
- The VAT = 17.5%
- The discount from the supplier = 20%
- Our margin for our Net price = £152.33 - £106.38 = £45.95
Then £45.95/£152.33 = 0.30164
Then 0.30164 * 100 = 30.1%
(Net Price -Net Purchase Price)
_______________________________ X 100
Net Price
Fusion calculates the VAT by itself. That is why we always use the prices excluding VAT.
To fill in the right prices and VAT use this order and its calculations:
Step 1 Supplier’s RRP

We now have to remove the VAT.
• Use the Supplier’s price and remove the VAT (the 17.5%)
141 / 1.175=120
• So now you have the net price: net price = 120
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Step 2 Net Purchase Price

• Take the Supplier’s RRP (excl VAT!) and take off the discount (the 20%)
120 x 0.8 = 96
• the price we sell it on our website should be the same as the Supplier’s RRP.
• If we don’t get a discount, our price will be higher than the supplier’s RRP, because we still need to
have our 20% margin.
Step 3 Net Price

• Take the Net Purchase Price and calculate the margin (30%) to get the Net Price:
96 / 0.7 =137.1428
• Calculate the VAT to see which price it shows on the website. Don’t fill this in Fusion – just calculate
it:
137.1428 x 1.175 =161.14.
Either round off the price with .00 or .99 cents/pennies.
• take the amount and remove the VAT to fill the Net Price in Fusion:
e.g. 161.99 / 1.175 =137.8638 or…
e.g. 162.00 / 1.175 =137.8723
Orderable Quantity
Leave it blank for the moment
Tax Rate (Very important!)

Enter the VAT rate of the supplier. Fusion adds it automatically on the prices. Always take the VAT
from the country the experience takes place, even if it is a European wide experience.
Exclude Account Type Discounts (very important!)

If the margin for your product is too low, change from "NO" to "YES" to avoid selling this experience
to resellers, retailers, SPI. Review the minimum margin of your country and think if you should exclude
this experience.
Supplier
- Select the supplier from the list of Fusion
- Supplier's Product Code (if applicable = Visible in the Purchase Order)
- Enter the product-code or product-name the supplier uses for the experience. This is very
important, since not all suppliers use the same name for the experience as we do. This field will
appear in the TASKS list, in E-mail Purchase order and in E-mail Booking Confirmation.
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Supplier product code

Often our product names are not the same than the ones the supplier uses. Please enter here the
name that the supplier uses for that specific product. It is very important that this information is
accurate. Otherwise, invoices cannot be dealt with properly. DO NOT use our product code or
name.
REDEMPTION SETTINGS
Redemption Type
Select one of the following options:
1. Instant Redemption
Customers will not receive a voucher from Golden Moments, they will receive the actual
experience/product from the supplier. The supplier will get a POC (purchase order confirmation)
from Golden Moments and send the product to the customer. This redemption type is
applicable for experiences like wine delivery or a bouquet.
2. Instant Redemption and Other Information

Similar to the previous redemption type, the customer will not receive any Golden Moments
voucher. Golden Moments will send the POC to the supplier and the supplier will send the
product to the customer. This redemption type is applicable for experiences like “Name a Star”
or “Name a Wine” and it requires more information. For example, for “Name a Star” we need to
know the star’s name, the constellation, date when the star will be named… The customer
should be asked for this information in the Prompt Question field.
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3. Activation Letter (THIS IS THE IDEAL REDEMPTION TYPE)

This is the ideal redemption type for us since it is quicker and cheaper. By selecting this
redemption type, the customer will receive a confirmation email with a reference number and
the supplier’s contact details. Furthermore, the supplier will receive a POC from Golden
Moments. Thus, the customers will contact the supplier, identify themselves as Golden Moments
customers and book the experience themselves. Please include this explanation about how the
customer has to book the experience in “Directions”: E.g. "Please contact our supplier, identify
yourself as a Golden Moments customer with the Redemption number printed in this e-mail and
book your experience" In the “Redemption Prompt Question”: “Thanks for activating your
voucher. You will shortly receive an email with a Redemption Number and our supplier’s
contact details. Please contact our supplier, identify yourself as a Golden Moments customer,
give your Redemption Number printed on that e-mail and book your experience."
4. Redemption requires dates

This redemption type is applicable when the Sales Team needs to know three dates when the
customer is available for the experience. This means that our Sales Team will contact the
supplier to book the experience on any of these three dates. Afterwards, the Sales Team will
contact the customer to confirm the booking date for the experience. The following will
appear under the Prompt Question:
Under the Prompt Question, please write, “Please select three dates when is more suitable for
you to do the experience”. Quite often, customers choose dates when the experience is not
available, which delays the booking process for the Sales Team. Please check the availability
online and remind the customer when this experience is available. For instance, “Please select
three dates when is more suitable for you to do the experience. Remember that this experience
is available Monday to Friday 9.00-18.00.”
5. Redemption requires dates & AM/PM

Similarly to the “redemption requires dates” above, but it also requires time (either am or pm).
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The following will appear under the Prompt Question while redeeming:
Under the Prompt Question, please write: “Please select three dates when is more suitable for
you and either am/pm. Please bear in mind that this experience is only available on
weekends”. It is important that you remind the customers of the availability of this experience.
6. Redemption requires other information

Select this redemption type if you need additional information from the customer. Please note
that this redemption type should always been used for “money value vouchers”. No
Redemption Prompt Question is needed for the money value vouchers.
7. Redemption requires Dates and Other Information

Select this redemption type if you need dates and additional information from the customer.
This redemption type has not been used yet.
The following will appear under the Prompt Question:
Customers can enter the answer on the prompt question (the additional information you need)
in the blanc box.
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Redemption Prompt Question (Visible when buying and redeeming)

Example: Swedish Massage in Dublin IRESWEDISH
Ask the customer to enter all the information that we need for the supplier. This question has to
match with the redemption type. Examples:
1. Instant Redemption: There is no Redemption Prompt Question
2. Instant Redemption and Other Information: “Please enter here the name of the star
that you have chosen and the date when the star will be named. Additionally,
choose from one of the following constellations: Andromeda, Capricornus or Crux”.
3. Activation Letter (THIS IS THE IDEAL REDEMPTION TYPE): “Thanks for activating your
voucher. You will shortly receive an email with a Redemption Number and our
supplier’s contact details. Please contact our supplier, identify yourself as a Golden
Moments customer, give your Redemption Number printed on that e-mail and
book your experience."
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4. Redemption requires dates: “Please enter your three preferred dates when you
would like to book your experience for. Remember that this experience is available
Monday to Friday 9.00-18.00.”
5. Redemption requires dates & AM/PM: “Please enter your three preferred dates
and either am/pm. Remember that this experience is available the first weekend of
every month”.
6. Redemption requires other information.
7. Redemption requires Dates and Other Information: the prompt question will
ask for all the needed information: “Please enter your three preferred dates.
Remember that this experience is available the first weekend of every month.
Please enter your weight and height.
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Experience Address (Visible on the Booking Confirmation & Purchase Order)
Enter the address of the meeting place/location where the experience takes place. This field will
appear in the TASK list (Product Address) and will be useful for the Sales Team. It also appears on the
Email Purchase Order and email booking confirmation. Make sure that it is the meeting place, not
the company office address, as those may not be the same. Do not include here the country nor
the postcode. Please select the country from the country dropdown menu as shown below and
Click on “Update from postcode/country fields”. The postcode coordinates should then be
displayed. Do not forget to click on “Update Redemption Settings” as well.
EDIT PRODUCT OPTIONS
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Product creation status

Here you have three options. While you are creating a product, please select the option “Product
being created” and select the product as non visible.
During the creation process, you can set the product visible temporally to see how it looks online.
When you have finished creating your product, come back to these options and select “submit for
approval”. Your Line Manager will then check that everything is correct and set this product as
“Approved” and visible.
Show in Sections
You can choose which section or sub-section you want to put the product in. A product can be
included in different sections or subsections. For instance, a Spa day for two, can be included in the
following options:
- Wellnes > Spa

- Ideas for Gifts > Group Experiences
- Ideas for Gifts > For Couples
Go to Edit Sections and look for the section that suits your experience. Then tick it. To remove an
experience from sections, follow the same steps and untick it.
Every time that you add or remove an experience from a subsection you need to update this
subsection. In order to do this, please follow these steps:
- Go to Contents.
- Select your market and then the main section and click “CONTENTS” until you reach the
subsection you wish to update. For example, UK> Wellness > EDIT
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- Afterwards, click “UPDATE” for the subsection that you are working on, i.e. Aromatherapy
Massage. Thus, the subsection will be updated the right price and experience price range will
be shown on the section page.
Tickle Options:
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New product:
Do not select this one as the product would not be visible anywhere in the website.
Top product:
If you click ‘yes’ the product will appear on the website under the Top Sellers Section at the bottom
f the Website. Only 6 products can be marked as a Top Product. These 6 Top Products should be
updated every two Fridays. Ask the Marketing Manager for more information about which ones are
the top producs of your market.
On special offer
If you tick “yes” the product will be 10% cheaper. There should be 4-6 products and they must be
updated every two Fridays. Make sure that this product has a minimum margin of 20%. This way,
even if we sell it 10% cheaper we would still have some profit. Otherwise, we could be loosing
money.
You can find the Top Sellers and Special Offers here:
Is product visible?
If you choose ‘yes’, this product is visible on the website. Please click “yes” only when you finish
working on the product.
Is product redeemable?
If you choose ‘yes’, this product is available for customers to redeem their vouchers. When creating
a money value voucher, please set it as non-redeemable.
Available to Customer types

In case the product will be offer to all customers, choose All.
In case the product will be only available for 1 type of customer, choose between:
General (our customers that buy through our website), Corporate Buyer, Media, Location Partner,
Reseller, SPI, Loyalty, EBS, Retailer.
PRODUCT IMAGES AND UPLOADING PICTURES
This is a vital point in our business. We want to show credibility to our customers. The images of the
experiences must be representative of the experiences. Contact the supplier for some pictures. If a
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picture has the logo or name of the supplier on it, please erase it with Photoshop. Otherwise, the
customer could contact the supplier directly. We need a minimum of 4 pictures per experience.
Only in those rare cases where you are not able to get a picture from the supplier, you can get a
picture from: www.sxc.hu Make sure you log in with the following details to get the maximum
resolution: Username: tvo81, password gm0ff1ce. If you want a Ferrari picture, you MUST make sure
that you are picking the right model of Ferrari (For example F430 and not F355). If you want to show
a picture of a micro light, make sure that you show the right model (3rd generation or open micro
light). We have a legal responsibility to represent the experience correctly and accurately.
Do not upload pictures with poor quality. That will not make the experience more attractive, but will
put customers off buying. Do not steal images randomly from the Internet. You must have
authorization to use images.
Uploading Pictures
To upload the pictures always name your pictures in English and follow the structure: experience
name + location + supplier (avoiding displaying specific supplier images in other experiences). For
example, “Ferrari_Driving_Hampshire_Everyman.”
To upload pictures to Fusion you have to resize them first in Photoshop. The pictures should have
dimensions of 800 x 600 and not be over 1MB in size.
To upload the pictures, go to the Fire FTP Program or Toolbar in your browser.
1. Connect and select the folder “httpdocs”
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2. Open the folder “Shopimages” and there the folder “process”.

3. Select the photos you want to upload; and drag and drop them into the folder “Process”.
4. Then when the photos are in the folder “process”, go to Fusion and select “Content” then
“Process upload images”
5. Finally, press the green button “Process” and then the button “done”.
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In the gallery of a product page in Fusion, when you want to attach an uploaded picture to a
product you should name the picture in your own language and include keywords along the title
and description.
To find the picture in Fusion;

1) Click on “Insert image”
2) Click on “Select image”
3) Use the search image engine to find your picture in the gallery
4) Click on your image
5) Insert the title of the picture and an appropriate description of the image (IMPORTANT SELLING
POINT). USE Word and Notepad to avoid spelling mistakes and wrong html tags.
6) Before “Update image” make sure that you are not using pictures from a different supplier.
Pictures provided by a supplier should only be used to promote their experiences.
7) Repeat the same procedure for the other images.
8) You can move up or down a picture in Fusion. Please use this function to display the best picture
first.
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PRODUCT ENHANCEMENTS
You can enter here “add ons” or enhancements to the experience that have been provided from
the supplier. For example: Pictures, Videos, Visitors, Lunch, Extra laps, etc.
1)If you want to insert an enhancement choose the image like you do it with the products.
2) You can enter an enhancement by entering the name of the enhancement in the Title field.
3) Enter the description in the description field.
4) Enter the price that has to appear on the website in Net Sell Price
5) Enter the price we buy it for from the supplier in the Purchase Price (5).
Both prices are excluding VAT!
6) If, for example, you sell the enhancement "bring a friend" and the second person gets 10 % off
the normal price, enter 10 % there.
7) Click "Yes" to make the Product visible.
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ASSOCIATED PRODUCTS
Add at least 4 experiences, which are somehow associated to the product. For example: Other
experiences in the same location or other options from the same supplier.
To add associated products first check products in the same location. (You can use the search
menu from the home page to find different options). These products will appear at the bottom of
the product page with the title “ASSOCIATED PRODUCTS”.
YOUR PRODUCT IS FINISHED!

Please go to Product Options > Edit Product Options > Is Product Visible? > Click “Yes”. Now the
product is visible on the homepage. And customers can buy the experience.
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REVIEWS TAB
One of our latest features in Fusion is the reviews section. We can add some reviews ourselves to
give credibility to the experiences. Here is a good place to focus on keywords related to gifts. For
example: I have received a voucher for this experience for my last birthday. It was a great
experience! Please do not write in a marketing/commercial way, as it would not seem real.
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8. Landing pages
NOTE: Every time that you add some text to the website, you must follow this procedure:
1. Write the text in WORD

2. Spell & grammar check it in WORD – mistakes are easy to miss
3. Copy / paste it from Word to NOTEPAD – to remove any invisible bugs
4. Copy / paste it from Notepad to FUSION
5. After updating in Fusion, refresh the page on the website for your final approval that everything is
correct – please be aware Fusion monitors your changes against your user log.
The reason of this procedure is because FUSION has already written in the code a style for the text
(size, font and colors). If we add an external style (using HTML tags like or ) the main
style will break and it will look odd. Please notice, that Word has also his own style code for the text.
DO NOT add links (static links, for example: www.goldenmoments). As if changes were made, these
links will become broken. It is possible to add a new feature in Fusion to generate dynamic links.
DO NOT copy the text from other websites, as that would be PLAGIARISM and would be penalised
by Google. Always rewrite the information using your own words.
What is a landing page:

Landing pages are created to attract visitors to our homepage. A landing page should have a
certain topic to be found by search engine users interested in this topic. A landing page shows
several of our products, which go thematically together. This could be campaign landing pages or
just pages for different people, prices or experiences. For Example: “Birthday presents for her”,
“Adventures for couples” or “cheap gifts for children”.
Create and update a landing page:
1. Go to Contents in Fusion and choose “Landing Pages”

2. Choose your country
3. Then you can choose a section to find and update an existing landing page or you click on
“create a new section”.
4. When you choose an existing section you can edit existing landing pages or click on “create
a new page”, to create a new one.
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When you create a new landing page, follow this description:
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Section URL:
Write the URL with words that are relevant to your site’s content and structure. Make sure that
the URL is friendly enough for visitors navigating your site. Users expect lower-case URLs and
remember them better. If you name the landing page “Summer experiences”, you choose
exactly the same name for the URL: summer-experiences
AVOID:
- Do not use Lengthy URLs
- Do not use excessive keywords
- Do not use generic page names like “section1.html”
- Do not use spaces, symbols, punctuation, Forbidden characters: &,%, etc..
- Upper-case capitalization
When you create a landing page, use Google Adwords to find out which words are common
by Google user to find the specific products (Check: SEO-Analysis and Keyword-Density in
chapter 8, META Keywords).
Page Title:
Choose an appealing sentence related to the content and containing keywords. For example,
“Enjoy the summer with our outdoors experiences”.
Title:
A title tag tells both users and search engines what topic of a particular page is. Ideally, you
should create a unique title for each page on your site.
It should not be longer than 5 or 6 words. Always think about user trying to find ideas for presents
or things to do. You should make a try in Google to see our competitors or which pages are
ranked in Google as results for the search of the topic that you have chosen.
Good practices for page title tags:

- Accurately describe the page’s content
- Create unique title tags for each page
- Use brief, but descriptive titles
Avoid:
- Choosing a title that has no relation to the content on the page
- Using default or vague titles like “product page”
- Using a single title tag across all of your site’s pages or a large group of pages
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- Using extremely lengthy titles that are unhelpful to users

- Stuffing unneeded keywords in your title tags.
Page subtitle:
Write one short “appealing” sentence about the topic. This short sentence is a catching
sentence to bring user to read more information and help us to keep him in our site.
Page product list title

Write a really attracting sentence describing the experiences that you suggest. It should be no
longer than a sentence containing descriptive keywords and important facts about the topic.
For instance, “Check out our top Christmas experiences and gifts!” We usually use a kind of
friendly call to action: “Find here”, I would not suggest to use for example: “Click here” or “Buy
here”. At this point is critical for use to convince the customer to click here.
Page section list title

Write a really attracting sentence encouraging the user to visit through the sections of the site. It
should be no longer than a sentence containing descriptive keywords and important facts
about the topic and related with the sections. We usually use a kind of friendly call to action:
“Find here”, I would not suggest to use for example: “Click here” or “Buy here”. At this point is
critical for use to convince the customer to click here.
META Description
page is about. It is important because Google “might” use them as snippets for your pages
(under a page’s title and above a page’s URL in a search result). A section description Meta
tag might be a sentence or two or a short paragraph.
Good practices for description Meta tags

Avoid
- Using generic descriptions like “This is a sub section” or “Ferrari section”
- Copy and pasting the entire content of the document into the description Meta tag
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META Keywords
Those are the relevant words you have used along the description of the page. It should include
the different types of experiences that this landing page contains. Each of these words should
be followed by a comma and a space.
Please follow your keyword strategy and use decisive keywords. Work with Google Adwords.
(Check: SEO-Analysis and Keyword-Density in chapter 8, META Keywords)
Page content
This is the text which the customers read on the website. The spelling must be perfect!!
You have to write important information about a specific topic. Be careful with the keyword
density and average percent of density for the main desire keyword positioning is within 4-7%.
Be aware that this is an entry page for users that do not know Golden Moments. The user is
arriving here as result of a search in a search engine (Google, yahoo, etc..). He has chosen us
because he thinks that we have a solution for his query.
The content has to be appealing enough to encourage the customer to surf around the site. It is
very important that we give the right positioning to our landing pages and avoid bringing wrong
visitors to our site. We need to create along the landing page a scent trail for the visitors:
GOOGLE –> SEARCH -> RESULTS –> LANDING PAGE –> TITLE + Description of the page –>
PROBLEM SOLUTION: Our range of experiences!
EXAMPLE: RETIREMENT GIFTS
Think about the different scenarios:
- Some colleagues in the office trying to find an original gift for a partner.
- Mum and sons trying to buy something that dad will never forget.
We must show them that they have arrived to the right place and we have to drive them to our
key place (linked sections) or experiences (linked products).
Additionally, it has to be clear that Golden Moments is an online shop and they can buy their
gifts here.
Linked products + Linked subsections

It is advisable to use a couple of experiences like an “Experience Hunter Recommendation”
and after a list of subsection related to the topic (within 4-6). Use an even number of
experiences and subsections. Do not add 3 or 9 subsections or products, so that it does not look
empty.
Image
The image has to be relevant to the content of the page. It is one of the main factors and one
of the first things that the visitors take in consideration. Choose a picture with good quality!
Because it is going to be the first thing that users will look at.
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Exemplar landing page:
SOURCE
<head>
<TITLE>Actividades de verano</TITLE>
<META name="Description" content="¡Aprovecha el verano y el buen tiempo! Golden
Moments te ofrece toda una gama de actividades al aire libre con las que disfrutar este verano.">
<META name="Keywords" content="verano, actividades, regalo, buen tiempo, sol, que hacer,
aire libre">
</head>
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What does it look in Google?
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9. Section Pages

(size, font and colours). If we add an external style (using HTML tags like or ) the main
style of the website will break and it will look odd. Please notice, that Word has also his own style
code for the text.
On our website 9 section pages are visible: Gift Experience Vouchers, Driving Experiences, Flying
Experience, Action Adventure Pamper & Spa Days, Mail Order Gift, Lifestyle (&Wine Tasting), Days
Out (&Orient Express)and the Seasonal Section. The order of the sections can be changed by
clicking the sorting buttons next to the section titles. Seasonal section should be changed according
to the actual campaign.
BACK END: Admin > Contents > UK > Driving Experiences-Edit>
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- Choose your country and click “View Contents”

- Choose the main section that you want to work on and click “EDIT”.
1) Short Description:
Write one short sentence about the section page. This short sentence must be engaging to
encourage users to click through to the range. Be careful, this sentence must fit in this box!
2) Full Description
Create the full description of the section. It should be no longer than a paragraph containing
descriptive keywords about our range of “this section”- experiences. You have to complete the
description linking the section with the gift concept idea: “Our driving experience days are a
great gift for any driving fanatic”.
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3) Page Title
“Enjoy a driving experience or give it as a present for any occasion!”
4) META Description
(under a page’s title and above a page’s URL in a search result). A section description Meta
Good practices for description Meta tags

- Use keywords
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DO NOT / AVOID
- Using generic descriptions like “This is a section” or “Driving section”
- Copy and pasting the entire content of the document into the description meta tag
META Keywords
Those are the relevant words you have used along the description of the page. It should include
the different types of experiences that “this sub section” contains. Each of these words should
be followed by a comma and a space.
It is not relevant for the search engines, but can still be used in some website listings.
HOW DOES IT LOOK LIKE?

FRONT END: http://goldenmoments.com/driving-experiences/
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SOURCE
<head>
<title>Experiences > Driving Experiences</title>
<meta name="description" content="Do you want to have a driving experience you'll NEVER forget?!
Or find driving gift experience ideas such as buggy racing, single seater, formula 1, tank driving quad biking,
classic cars and steam trains? We’ve got it!"/>
<meta name="keywords" content="rally driving, driving experiences, gift experiences, motor sport,
Ferrari driving, Porsche driving, drive a formula 1 car"/>
</head>
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10. Sub-Section Pages

(size, font and colours). If we add an external style (using HTML tags like or ) the main
style will break and it will look odd. Please notice, that Word has also his own style code for the text.
Extra note for the UK and Ireland. In some cases, it is important to add the term UK. eg the best
driving tracks across the UK or Ferrari driving UK. It is due to the problem with the language and the
different English countries.
Example: DRIVING EXPERIENCES > FERRARI
BACK END: Admin > Contents > Driving Experiences - View Contents > Ferrari > EDIT
Before you start creating a new subsection, write down the codes of the products that you have in
the section where you want to insert a new subsection. It is crucial that you do that, since as soon as
you create a new subsection, all these products will disappear and you will not be able to keep
track of them. Once you have created your new subsection, please add each of these products to
the appropriate subsection.
1) Choose your country and click on it. For example, UK.

2) Choose the main section where you want to work and click “Contents”. For example,
“Driving Experiences.”
3) Choose the subsection that you want to modify, for instance, “Ferrari”.
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4) Sub-Section URL:
If you are creating a NEW SUB SECTION: Write the URL with words that are relevant to your site’s
content and structure. Make sure the URL is friendly enough for visitors navigating your site. Users
expect lower-case URLs and remember them better. If you name the sub section “Ferrari
Experiences”, you must choose exactly the same name for the URL: ferrari-experiences. For
example: /ferrari-experiences/
AVOID:
- Do not use Lengthy URLs
- Do not use excessive keywords
- Do not use generic page names like “section1.html”
- Do not use spaces, symbols, punctuation, forbidden characters: &,%, etc..
- Upper-case capitalization
5) Title:
A title tag tells both users and search engines what the topic of a particular page is. You should
create a unique title for each page on your site.
Good practices for page title tags:

- Accurately describe the page’s content
- Create unique title tags for each page
- Use brief, but descriptive titles
Avoid:
- Choosing a title that has no relation to the content on the page
- Using default or vague titles like “product page”
- Using a single title tag across all of your site’s pages or a large group of pages
- Using extremely lengthy titles that are unhelpful to users
- Stuffing unneeded keywords in your title tags.
6) Page Title:
“Drive a Ferrari with Golden Moments and live an unforgettable experience!
7) Short Description:
Write one short sentence about the section page. Bear in mind that this sentence must fit in the
box below. This short sentence is a catching sentence to bring users to see our range of
experiences included in this sub section:
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8) Full Description
Create the full description of the sub-section. It should be no longer than a paragraph
containing descriptive keywords about our range of experiences included in this sub-section. It is
very important to be descriptive about the location or the different options.
9) META Description
(under the page title and above the page URL in a search result). A section description Meta
Good practices for description Meta tags:

Avoid
- Using generic descriptions like “This is a sub section” or “ Ferrari section”
- Copy and pasting the entire content of the document into the description meta tag
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10) META Keywords
Those are the relevant words you have used for the page description. It should include the
different types of experiences that “this sub section” contains. Each of these words should be
followed by a comma and a space.
It is not relevant for the search engines, but can still be used in some website listings.
WHAT DOES IT LOOK LIKE?
FRONT END: http://goldenmoments.com/ferrari/
SOURCE
<head>
<title>Experiences > Ferrari</title>
<meta name="description" content="Feel the awesome power of the stunning Ferrari. You'll have the
chance to take your position in the driver’s seat and test your skills at high speed."/>
<meta name="keywords" content="ferrari, experience, driving, gift, super, car, golden, moments"/>
</head>
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What does it look like in Google?
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11 Templates
Fusion provides a Template section, where you can change and update all the labels, snippets and
email templates automatically created by Fusion.
Email templates
Email templates are automatically sent emails, E.g. “Email to customer when order placed”
To change an email template:
1. Click on the button “Email Template” in the Email Template menu on the left
2. Choose the email template you want to change and click on “edit”
3. Choose your language and change the text, then click on “update”
Caution: Always change both versions, text and HTML.
Snippets
Snippets are all large pieces of text on the homepage. Mostly they consist of a title and a text. E.g.
Snippet: “Corporate intro text”
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To change the Snippets:

1. Click on the button “Snippets” in the Email Template menu on the left
2. Choose the Snippet you want to change and click on “edit”
3. Choose your language and change the text, then click on “update”
Caution: Never change the name of a snippet. Otherwise Fusion will be unable to detect it.
Labels
Labels are small peaces of text on the homepage, on the USB stick or the vouchers. All the text on
buttons and pieces on the homepage are labels. In Fusion, they are broken down into 36 sections.
E.g.: Section: “about titles”; Label: “comments”. (Templates>Labels>about_titles).
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Templates>Labels>about_titles>comments
To change Labels:
1. Click on the button “Labels” in the Email Template menu on the left
2. Choose the appropriate Label section for your specific label
3. Find your label and choose your language
4. Change the text, then click on update
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12. Additional information
Hilton HHonnors – Rewards Programme

Some products in your country are offered in Hilton Rewards Program (have a look at
http://hiltonhhonors.goldenmoments.com/). This means that they are valued by HHonors points in
HiltonHHonnors website.
Don’t change the number of HHonors points of a product and never change the price of a product
in Hilton HHonors.
Resellers:
We are a company that offers its products to “Special Customers” like Resellers, Corporate, SPI,
Media, Retailer, Location Partner, Loyalty, EBS. For this reason you must be aware about which
products are those. As you’ll have to update those customers every time you make a change in one
of their products.
All the products that are offered to Special Customers must be visible in Fusion (as is the only way
that Operations can create an order with it). In case you don’t want the product to be visible in our
website in any section/sub-section you should not include the product in any category.
To find out more about Special Customers in your country and the products offered to them, ask the
Sales Manager for your country.
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Contentguidelines

Content Guidelines January 2011

1. General Introduction .................................................................................................................... 4

EDIT PRODUCT OPTIONS....................................................................................................... 45

New product ............................................................................................................... 48

PRODUCT IMAGES AND UPLOADING PICTURES............................................................ 48

ASSOCIATED PRODUCTS ...................................................................................................... 53

8. Landing pages ............................................................................................................................. 55

9. Section Pages .............................................................................................................................. 62

10. Sub-Section Pages..................................................................................................................... 67

12. Additional information.............................................................................................................. 75

MISSION: To be the number one provider of experiences to all European customers.

Factors that can increase/decrease these indicators:

Introduction of KPIs (Key Performance Indicators)

1) Site Usage: See Google Analytics

2. Introduction to Content Guidelines

This document is designed to help our franchisees to:

GOLDEN MOMENTS.NET LTD.

Steve Cheatle – European Paul Cheatle – International

Team Leader – Team Leader Team Leader –

Setup and hosting environment

Homepage and layouts

Search engine optimisation (SEO)

Google AdWords. Paid search (Sponsored results)

Good practices for promoting your website

a) Blog about new content or services

Campaigns (/Traffic Sources): Search engines, Direct traffic, Referral traffic

Content (/Product Offer)

We are currently using two types of products in Fusion:

Products that are no longer in use:

A convenient tool to use when you are looking at the competitors:

Below you have a list of the most important competitors Europe-wide:

Red Balloon Days www.redballoondays.com.au

LiveIt (www.liveit.se) is the Swedish market leader.

Elation (www.elation.it) is the Italian market leader.

Jochen Schweizer (www.jochen-schweizer.de) is very strong in retails and B2B.

Here you have a list of the competitors for each market:

Regalo Original: (www.regalooriginal.com). They inflate the prices exorbitantly.

Lastminute: (www.lastminute.ie) Well known in Ireland.

Top gifts: (www.topgifts.ie)

Gifts: (www.gifts.ie) They are also a re-seller.

Upplevelsepresenten: (www.upplevelsepresenten.se) Not very big, we have more products.

GERMANY & AUSTRIA:

Smart Box: www.smartbox.com/ch

Jochen Schweizer: www.jochen-schweizer.ch

Pluimen: http://www.pluimen.nl/ Over EUR20 million turnover, claims to be number 1 in Holland.

Kadopagina: http://www.kadopagina.nl/ They’ve existed for 10 years, recently they changed to a

Giftpack: http://www.giftpack.nl Very small, run by a married couple.

Experiencegifts: http://www.experiencegifts.nl Owned by Traffic Control.

Kado Express: http://www.kado-express.com Owned by Traffic Control.

Wensbon: http://www.wensbon.nl Launched in 2005/2006 as part of clearchannel group

Gift for 2: http://www.giftfor2.nl/

5. How to write Content

1. Write the text in MS Notepad.

6. Adding a new supplier

Step 2 Fill the information --> The following will appear:

Write all the supplier information in ENGLISH.

1) Call 01869 278199 and ask for availability.

¾ Not yet contacted supplier

Step 3 Update Supplier

8. Creating a General Product

ADD NEW PRODUCT

INSERT PRODUCT RECORD