Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing...
Transcript of Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing...
![Page 1: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/1.jpg)
1
Seminar 1 - Taking England to the World
Sarah Berryman William Smart
Marketing Consultant Programme Manager
![Page 2: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/2.jpg)
2
Taking England to the World
• Rationale
• Who is it for?
• Meet the intermediaries
• The international marketplace
• Guide overview
• Pre-checklist
• Inbound travellers
• The distribution landscape
• Industry relationships
• Content
• Drawing it all together – the export plan
• Final checklist
![Page 3: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/3.jpg)
3
Rationale
• First deliverable from the new Trade Education Programme – currently in
development
• Provides small and medium-sized tourism businesses with practical and
commercial information building their expertise on becoming International
Ready to build an export plan
• Addresses the disconnect between the wealth of tourism product and getting
these products to international markets
• Tackles barriers to entry where lack of information exists
![Page 4: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/4.jpg)
4
Trade Education Programme – key pillars
Market Entry
• Determine where the
business is in terms of
export ready
• Types of traveller
• Understanding of markets
• Cultural influence
• Market insights
• Tourism distribution
• Pricing and selling
• B2B / B2C
• Sales calls and materials
Trade Ready
• Commission structures
• Contracting and negotiating
• Tradeshow planning
• Focus USPs
• Pitch preparation and
pitching
• Health & safety
considerations when
contracting with tour
operators (i.e. facility
service, food hygiene,
insurances)
Start Trading
• Product pitching
• B2B meetings
• Meet international
managers
• Ongoing B2B
engagement
• International wholesaler
engagement
• Relationship
management
![Page 5: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/5.jpg)
5
Who is it for?
![Page 6: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/6.jpg)
6
Meet the intermediaries
![Page 7: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/7.jpg)
7
Meet the intermediaries
![Page 8: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/8.jpg)
8
Meet the intermediaries
• Quality products /
experiences
• Commissionable or
net rates
• Understanding of
cultural needs
• Clear online/offline
collateral
• Availability
• Booking processes
in place
“Bookable product”
• Reliability and
efficiency
• Easy
communication• High levels of
customer service
• Consistent pricing
![Page 9: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/9.jpg)
9
International considerations
• Language
• Business culture
• Spending habits
• Cultural norms and
expectations
• Time difference
• Travel habits
• Booking habits
• Holidays and festivals
• Media
consumption
• Credit card usage
• Visa requirements
![Page 10: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/10.jpg)
10
Guide overview
![Page 11: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/11.jpg)
11
Pre-checklist
![Page 12: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/12.jpg)
12
Types of inbound travellers
![Page 13: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/13.jpg)
13
Inbound travellers
![Page 14: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/14.jpg)
14
The travel distribution landscape
![Page 15: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/15.jpg)
15
The travel distribution landscape
![Page 16: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/16.jpg)
16
The travel distribution landscape
![Page 17: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/17.jpg)
17
The travel distribution landscape
![Page 18: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/18.jpg)
18
Industry relationships
![Page 19: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/19.jpg)
19
Content
![Page 20: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/20.jpg)
20
Drawing it all together – the export plan
![Page 21: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/21.jpg)
21
Final checklist
![Page 22: Sarah Berryman William Smart Marketing Consultant Programme Manager · 2018. 12. 3. · Marketing Consultant Programme Manager. 2 Taking England to the World •Rationale •Who is](https://reader033.fdocuments.net/reader033/viewer/2022052102/603c41ac9c07f53cc55c79ff/html5/thumbnails/22.jpg)
22