Meeting the Markets - Failte Ireland · • Vague, flowery language • Poor language skills in the...

Meeting the Markets

September, 2013

Program owned and delivered by ATTA-

not for reproduction or sale

What is the approach to getting

buyers and media engaged 1. Your pitch starts tonight. With no material. With a drink in

your hand. Elevator Pitch

1. A solid approach that gets a response

1. An opportunity to show your product

2. A continued relationship

The world is run by those who show up.



Major Challenges (what’s in the

buyer’s mind?)

• Why should I want to market your destination and why are you

the best partner for me?

• What is your unique story? Why should I trust my travelers to

you?

• Remote destinations are often not the highest priority because

they don’t sell as well in the US market. Farther, more difficult

to get to, not understood well, complicated (which also makes it

a good one to sell). Reality: If the buyer is not already looking at the region, you’re unlikely to get a response.

Perception of business to be more difficult to conduct



Think partnership- not sales

• Buyers DO want new product

• Many adventurers looking for a ‘fresh new place’

• For operators who understand this and can create an ‘easy’

solution, business can be done.

• Laser focus vs. wide net will be critical to avoid wasted time and

effort

• Outbound operators want relationships they can rely on

• MAIN POINT: ENGAGEMENT OVER PROMOTION



Suppliers-

What can you do to best approach buyers?

1. Find out their goals and needs 2. Approach with great marketing 3. Have credibility & create trust

Buyer quotes: “Make it professional and relevant because you get ONE SHOT at

this- 10 seconds max. You must personalize it.” “I don’t know you- if I turn over my most valuable asset to you, my

guests, I must know that trust and confidence are on your mind. Telling me won’t make it happen.”



How to kill an opportunity to work with an international buyer

• Bad or “over the top” press releases

• Poor images

• Bad listening and pushy

• Vague, flowery language

• Poor language skills in the buyer’s native language are a killer. – Rationale: If they can’t get the

marketing language right, how can they possibly guide my customer?

• Too flashy of emails with

colors offering a package deal

• If there is ANY sense that supplier doesn’t understand the buyer’s clientele

• Overly commercial approach to tourism- a ‘we can do it all’ approach- incentive, adventure, commercial, etc…..

• Blind unsolicited submission to the generic email address- is very unlikely to get a response.

• Artist renderings of a product

• Going straight at the operator with a proposal before knowing their business or the relationships

Let’s see some examples……

Program owned and delivered by ATTA- not for

reproduction or sale


not for reproduction or sale 7

Program owned and delivered by ATTA- not for reproduction or sale 9

From: Generic Company Name<[email protected]>

To: Generic Company Name <[email protected]>

Subject: [My Company Offers Tours]

Dear Buyer,

It was good meeting you during [Trade Show]. Please see the

attachment for some sample rates and packages to our region.

We can offer you and your clients the best adventures, nature tours,

accommodations, and trips at the best price. We also offer very good

commission.

I look forward to working together.

Sincerely,

Casey

--

[long signature with contact details, multiple brands or company

names, logos, photos, generic itineraries, rate sheets]

Tips for a Marketplace Setting

• Be on Time • Think “Quality” over “Quantity” • Limit Your Collateral and Be Creative • Ask Questions • Follow Up • Respect Privacy

Program owned and delivered by ATTA- not for reproduction or sale

Overall Goal: If a buyer walks away with only your business card, but the memory of a timely, productive meeting with business potential, they will remember you. Don’t forget to follow up in a personal way!

The “Elevator” Pitch

• 10 seconds or less

• Concise, unique, intriguing, prompts questions

• Cultural Sensitivity (handshake, eye contact, physical proximity)


Let’s talk about what TO do….Make sure you have:

A great marketing approach

Complete descriptions Clear offering Great image library Communicate well and provide

information easily translated into sales material

Depth in the same cultural language- authentic, unusual, sustainable would be examples

Do homework on partner Clear guide bios and photos

• Credibility

– Endorsements from people in the industry

– A rep that understands the buyer’s space

– Known association memberships & Affiliations

• Even if buyer doesn’t know much about association, it shows that the company is engaged in industry

Program owned and delivered by ATTA- not for

reproduction or sale

First Step: Assess Your Partnership Potential

• Create a checklist and research: – What kind of product the

buyer already sells – What destinations the

buyer goes to now and activities offered

– Does the buyer sell group travel and/or independent?

– What range of accommodations do they offer and rooms/size needed?

– What kind of services are important to them? Food, guides, activity options?

IMPORTANT ADVICE: •Be honest about your offerings to the BUYER and YOURSELF. Don’t say you can do things you can’t.

•Have an experienced operator review your entire process (Familiarization-FAM or Educational Tour) - ask them to give you honest feedback and then take action on it.


Program owned and delivered by ATTA- not for reproduction or sale 14

From: Your Personal Name <[email protected]>

To: Buyer first & surname <[email protected]>

Subject: Trade Show Name - My Company Name follow up

Hi [Personal Name],

It was good meeting you during [Trade Show] and learning more about

[Your Company]. I enjoyed our discussion about [specific subject

matter], and I recall your interest in [specific activities or services]. I

will be following up with more information for you soon.

Please don't hesitate to contact me with questions about the kind of

tours/services we provide here at [My Company Name], as I’m happy

to provide more information or schedule a time to speak again.

Warm regards,

Casey

--

[simple signature with contact details]

[no images, logos or attachments]


not for reproduction or sale 16 Program owned and delivered by ATTA- not for reproduction or sale

Additional Opportunities

• If you do serve customers that fit the profile of buyers you’re trying to meet, get testimonials

• Be introduced by insider

• Acknowledge importance of your guides and highlight them. (bio, picture, etc.)

• Do your homework and find out who a buyer is already working with and work through those contacts if appropriate.

• FAM Trips!



FAM Trips- Do!

– Pick people you’ve studied- best fit for product

– Determine if they are reputable (no free-lunchers)

– To extent possible, ask their preferences (within your skills)

– Publish clear itinerary with accommodations levels (and links)

– Give them clear gear/clothing lists

– Invite them with more than 3 months lead time, preferably 6

– Provide experience that is representative of your product

– Let them in (partly) to your challenges that involve them

– Go at their pace- schedule a down day somewhere in FAM

– Limit their exposure to pitches

– Ask for feedback- either once a day or at the end. (do not defend)

– Followup! Are they willing to write about or purchase your product?



FAM Trips- Don’t

– Pick attendees with no history

– Delay advance communication more than half a day/day

– Assume they understand anything about your trip/location

– Push the pace too hard

– Miss the chance to customize for specific interests

– Leave guests wondering what to bring that day/wear that evening, etc.

– Be afraid to describe some of the risks or downsides to an itinerary or a destination.

– Hold back from open dialogue with the guest. Especially do not argue with one who has a complaint



Media

• Coverage not guaranteed

• It is an investment and a gamble

• New media rules- require specific information from bloggers/tweeters- #s of coverage

• Example www.adventure-journal.com – 45% HHI $75,000+

– 62% age 25-39

– 400,000 monthly impressions // 150,000 monthly uniques

– 43,000 twitter followers


not for reproduction or sale 20

http://www.adventure-journal.com



Who is the ATTA?



• More than 900 members representing 80+ countries

• ATTA leadership activity worldwide: GSTC, Alliance for Global Conservation, WTTC – Tourism for Tomorrow, ABETA, NCE, etc.

• Research

• Education & Professional Development – 2011 ATTA Tune In Webinar series for Members underway & ATN

• 2013 Adventure Travel World Summit – Namibia

THANK YOU!



Meeting the Markets - Failte Ireland · • Vague, flowery language • Poor language skills in the...

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