Developing International Communication & Cultural Travel Market
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Transcript of Developing International Communication & Cultural Travel Market
Cultural Travelling & International Communication Seminar 2011
Developing International Communication &
Cultural Travel Market
Cultural Travelling & International Communication Seminar 2011
Presentation by Presentation by Jean-Marc PerrotJean-Marc Perrot
Communication ConsultantCommunication Consultant
Cultural Travelling & International Communication Seminar 2011
Preliminary statementPreliminary statement
• I don’t know you.I don’t know you.
• I don’t know yourI don’t know your company.company.
• I don’t know yourI don’t know your products.products.
• I don’t know how I don’t know how your company your company performs.performs.
• I don’t know who I don’t know who your clients are.your clients are.
• Well? Well? What was it What was it
you wanted you wanted to sell me? to sell me?
Cultural Travelling & International Communication Seminar 2011
Observation # 1Observation # 1
Marketing disciplines can be applied Marketing disciplines can be applied to Corporate or Product advertisingto Corporate or Product advertising as well as Press or Public Relationsas well as Press or Public Relations
Cultural Travelling & International Communication Seminar 2011
4 Key steps to success4 Key steps to success
Cultural Travelling & International Communication Seminar 2011
Step 1Step 1TargetingTargeting
Cultural Travelling & International Communication Seminar 2011
- Travel Trade Community - Travel Trade Community
- Opinion leaders : journalists / people- Opinion leaders : journalists / people
- General Public- General Public
Cultural Travelling & International Communication Seminar 2011
- Backpackers- Backpackers
- DINKSDINKS
- Empty Nesters- Empty Nesters
Cultural Travelling & International Communication Seminar 2011
Cultural travellingCultural travellingobeys the same laws. obeys the same laws.
Target groups are only smallerTarget groups are only smallerand expectations are different.and expectations are different.
Cultural Travelling & International Communication Seminar 2011
Observation # 2Observation # 2
In consequence, messages are notIn consequence, messages are notuniques and media choicesuniques and media choices
must match this segmented approach.must match this segmented approach.This is niche marketing.This is niche marketing.
Cultural Travelling & International Communication Seminar 2011
Step 2Step 2Getting the picture rightGetting the picture right
Cultural Travelling & International Communication Seminar 2011
Addressing the different target groups Addressing the different target groups calls for a thorough knowledge of their calls for a thorough knowledge of their
psychology, travel habits and expectations. psychology, travel habits and expectations.
And this differs by foreign countries.And this differs by foreign countries.
Cultural Travelling & International Communication Seminar 2011
Data mining , an obligation.Data mining , an obligation.
Cultural Travelling & International Communication Seminar 2011
Trust the locals !Trust the locals !
Cultural Travelling & International Communication Seminar 2011
Avoid psychological mistakes...Avoid psychological mistakes...
[3 examples][3 examples]
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Observation # 3Observation # 3
Rely on proven basic principles:Rely on proven basic principles:
U.S.P. (Unique Selling Proposition)U.S.P. (Unique Selling Proposition) & &
K.I.S. (Keep It Simple)K.I.S. (Keep It Simple)
Cultural Travelling & International Communication Seminar 2011
Step 3Step 3PlanningPlanning
Cultural Travelling & International Communication Seminar 2011
Select the most relevant mediaSelect the most relevant media
Cultural Travelling & International Communication Seminar 2011
Respect a strict time scheduleRespect a strict time schedule
Cultural Travelling & International Communication Seminar 2011
Be flexible and stay open Be flexible and stay open to pertinent opportunitiesto pertinent opportunities
Cultural Travelling & International Communication Seminar 2011
Be consistent Be consistent in messages and in repetitionin messages and in repetition
Cultural Travelling & International Communication Seminar 2011
Observation # 4Observation # 4
Optimize communication withOptimize communication withcommon sense and home workcommon sense and home work
Cultural Travelling & International Communication Seminar 2011
Step 4Step 4Building the futureBuilding the future
Cultural Travelling & International Communication Seminar 2011
At the core of your data base :At the core of your data base :the Loyal Followers.the Loyal Followers.
Cultural Travelling & International Communication Seminar 2011
BeforeBefore the press trip the press trip
Cultural Travelling & International Communication Seminar 2011
‘’‘’The devil is in the details...’’The devil is in the details...’’ Mies van der Rohe -Architect
Cultural Travelling & International Communication Seminar 2011
DuringDuring the press trip the press trip
Cultural Travelling & International Communication Seminar 2011
‘’‘’If anything can go wrong, it will !’’If anything can go wrong, it will !’’ Murphy’s LawMurphy’s Law
Cultural Travelling & International Communication Seminar 2011
AfterAfter the press trip the press trip
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
ConclusionConclusion
Cultural Travelling & International Communication Seminar 2011
Most people when they travel Most people when they travel are primarily looking for two things :are primarily looking for two things :
Novelty Novelty and and
QualityQuality
Cultural Travelling & International Communication Seminar 2011
I firmly believe that Finland I firmly believe that Finland has both to offer the world!has both to offer the world!
Cultural Travelling & International Communication Seminar 2011
Questions Questions & &
AnswersAnswers
Cultural Travelling & International Communication Seminar 2011
I hope these few steps will help youI hope these few steps will help youclimb the ladder to success climb the ladder to success
...just like this Finnish creation did!...just like this Finnish creation did!
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Kiitos !Kiitos !