4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT...
-
Upload
roderick-terry -
Category
Documents
-
view
216 -
download
1
Transcript of 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT...
![Page 1: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/1.jpg)
4
3
2
1DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING
REVIEW BAHAMAS DIVE BUSINESS
REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING
AGENDA
DIVE BAHAMAS2011/2012 WHAT DO WE NEED TO DO TO
ACHIEVE OUR GOALS?
![Page 2: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/2.jpg)
1 WE NEED TO BE CLEAR ABOUT OUR OBJECTIVE AND FOCUS TODAY
2
3
4
5
AGENDA
DISCUSS HOW WE WILL ACHIEVE OUR GOALS
REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE
REVIEW WHAT WE’VE BEEN DOING
REVIEW HOW THEY HAVE BEEN WORKING
![Page 3: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/3.jpg)
DIVE MARKET OBJECTIVE
INCREASE OUR DIVE BUSINESS by 15%, returning to 2008 levels. This increase would net us 2,100 more visitors than we saw in 2010 or 175 more dive visitors per month.
Key Performance Indicators: Indusa Data, Reports from B.D.A. Members.• Example text
AGENDA
![Page 4: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/4.jpg)
2 REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE
1
3
4
5
AGENDA
HOW WILL WE ACHIEVE OUR GOALS
OBJECTIVES AND FOCUS FOR TODAY’S MEETING
REVIEW WHAT WE HAVE BEEN DOING?
REVIEW HOW THEY HAVE BEEN WORKING
![Page 5: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/5.jpg)
DIVE VISITOR COUNT BY ISLAND 2006-2010
NEW PROVIDENCE 38086 50%
GBI 17349 23%
ABACO 8092 11%
SAN SALVADOR 2688 4%
BIMINI 2631 4%
EXUMA 2138 3%
ELEUTHERA 1478 2%
ANDROS 1301 2%
OTHER OUT ISLAND 852 1%
UNIDENTIFIED ISLAND 569 .7%
HARBOUR ISLAND 467 .6%
Grand Total 75651 100%
![Page 6: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/6.jpg)
DIVE VISITOR COUNT BY ISLAND
2006 2007 2008 2009 2010 Grand Total08/09
%CHANGE09/10
% CHANGE
NEW PROVIDENCE 8797 5573 8178 7393 8145 38086 -0.11 0.09
GBI 4109 2845 3991 3556 2848 17349 -0.12 -0.25
ABACO 2275 1307 1817 1354 1339 8092 -0.34 -0.01
SAN SALVADOR 386 438 552 713 599 2688 0.23 -0.19
BIMINI 711 560 513 517 330 2631 0.01 -0.57
EXUMA 610 371 413 286 458 2138 -0.44 0.38
ELEUTHERA 388 207 382 223 278 1478 -0.71 0.20
ANDROS 386 215 314 226 160 1301 -0.39 -0.41
OTHER OUT ISLAND 152 183 191 206 120 852 0.07 -0.72
UNIDENTIFIED ISLAND 77 87 137 140 128 569 0.02 -0.09
HARBOUR ISLAND 111 80 103 86 87 467 -0.20 0.01
Grand Total 18002 11866 16591 14700 14492 75651 -0.13 -0.01
![Page 7: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/7.jpg)
3 REVIEW WHAT WE’VE BEEN DOING?
1
2
4
5 WHAT WILL WE DO NOW TO ACHIEVE OUR GOALS
AGENDA
DIVE BUSINESS
REVIEW HOW THEY’VE BEEN WORKING
OBJECTIVES AND FOCUS
![Page 8: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/8.jpg)
Dive - Challenges
• Business has been relatively flat across all islands.
• Dive budget was reduced to $270K along with all vertical budgets.
• Over the years, Dive has never participated in the destination’s seasonal offers because of our inability to sell air/hotel/dive packages and therefore the focus has ONLY been on brand awareness with the hope that it would net a sale.
• Dive media included 98% print media which is inflexible when trying to incorporate seasonal deals.
• Calls on 800 866 DIVE and answered at Inktel were not adequately serviced.
![Page 9: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/9.jpg)
HIGHLIGHTS OF 2010/2011
• INCORPORATED PROMOTIONAL OFFERS IN ADS WHERE POSSIBLE
• REDIRECTED 800 866 DIVE CALLS FROM INKTEL TO BAHAMAS DIVE RESERVATIONS
• DIVE SYMPOSIUM - 40 ATTENDEES
• DEMA SHOW RECORD LEADS – 430% INCREASE OVER 2009, $360k IN CONFIRMED LEADS
![Page 10: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/10.jpg)
![Page 11: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/11.jpg)
PRINT ADVERTISING
![Page 12: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/12.jpg)
Old Sample Ads
![Page 13: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/13.jpg)
Old Sample Ad
![Page 14: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/14.jpg)
New Ads
New tactical features
![Page 15: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/15.jpg)
Trade-only Magazine Ad for Dive Retailers , with Copy Geared towards Travel Sellers
Consumer Magazine
Ad
![Page 16: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/16.jpg)
![Page 17: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/17.jpg)
4 REVIEW HOW THEY HAVE BEEN WORKING
1
2
3
5 WHAT DO WE NEED TO ACHIEVE OUR GOALS?
AGENDA
WHAT HAVE WE BEEN DOING?
REVIEW OF OUR DIVE BUSINESS
OBJECTIVE AND FOCUS
![Page 18: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/18.jpg)
FLY, STAY, DIVE RESULTS•229 CALLS•24 QUOTES•8 BOOKINGS•53 ROOM NIGHTS•$12,606 IN REVENUE
![Page 19: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/19.jpg)
Bahamas Dive Reservations Service: Call Report
Month # Calls Rcvd. # Quotes # bookings # Room Nights Revenue
Oct
Dec* 18
Jan 73
Feb 48
March 33
April 57
TOTAL 229 24 8 53 $12,606.85
*(800) 866-DIVE IVR issues were identified in December ‘10 and corrected.
![Page 20: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/20.jpg)
Bahamas Dive Reservations Services(Sales/Hotel & BDA Operator)
CHECK IN CHECK OUT AGENCY SOURCE HOTEL DIVE OPERATOR GROSS
10/08/10 10/15/10 TRANSFER ON PHONE CAPE ELEUTHERA CAPE ELEUTHERA $3,520.00
11/10/10 11/14/10 AQUATIC SPORTS SYMPOSIUM SHERATON STUART COVE $1,400.00
11/10/10 11/14/10 AQUATIC SPORTS SYMPOSIUM SHERATON STUART COVE $1,192.00
12/09/10 12/14/10 STUART COVE E-BLAST SHERATON STUART COVE $2,050.25
12/11/10 12/17/10 WORLD OF DIVING STUART COVE E-BLAST SHERATON STUART COVE $598.60
12/31/10 01/10/11 BDA PRINT AD None STUART COVE $1,126.00
03/04/11 03/04/11 WEBSITE NONE STUART COVE $218.00
03/11/11 03/14/11 BDA PRINT AD SHERATON STUART COVE $2,502.00
$12,606.85
![Page 21: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/21.jpg)
5 DISCUSS HOW WE WILL ACHIEVE OUR GOALS
1
2
3
4 HOW HAVE THEY BEEN WORKING
AGENDA
WHAT HAVE WE BEEN DOING
REVIEW DIVE BUSINESS
OBJECTIVE AND FOCUS
![Page 22: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/22.jpg)
January
Febru
ary
Marc
hApril
May
June
July
August
September
October
November
December
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Seasonality of Dive Travel to The Bahamas2006 - 2010
![Page 23: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/23.jpg)
1WEBSITE DEVELOPMENT – make our website a one stop shop 2
4
6
8
ADVERTISING – (magz, radio) use to promote special offers
DIVE SHOWS – net more group and individual leads
ONLINE CAMPAIGN – keyword buys, email and magz online prog
COOP PROGRAM - CARDONNA DIVE SYMPOSIUM – expose divers to our diverse product
800 866 DIVE – make it possible for divers to book air/hotel/dive
PROMOTIONAL OFFERS – do a better job of creating relevant, appealing deals
3
5
7
AGENDA
2011/2012 Recommended Strategies
![Page 24: 4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE.](https://reader033.fdocuments.net/reader033/viewer/2022050714/56649d215503460f949f5d11/html5/thumbnails/24.jpg)
GRAND BAHAMA ISLAND
NASSAU/PARADISE ISLAND
• STIMULATE BUSINESS YEAR ROUND
• STIMULATE BUSINESS YEAR ROUND
• CREATE INCREMENTAL BUSINESS SEASONALLY
AGENDA
THE OUT ISLANDS
FOCUS ON Creating Consumer Demand through Promotional Initiatives