TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!
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Transcript of TpM2015: Marketing Automation in Tourism : Let's Stop Getting Robbed By The Giants Of The Net!
TOURISM PROFESSIONAL MEETING – DEC. 2015
Marketing Automation in Tourism : Let’s Stop Getting Robbed By The Giants Of The Net!
TOURISM PROFESSIONAL MEETING – DEC. 2015
- In Extenso Conseil -
Commissions increasing 64 % over 5 years, occupation rates dropping 7,7 %
turnover dropping 3,9 %
TOURISM PROFESSIONAL MEETING – DEC. 2015
130
120
110
100
90
80
702008 2009 2010 2011 2012
Sources: In Extenso, 2013
Commission amount
Ind
icat
or
Lodging turnover
Occupancy rates
Giants of the net take your margin
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Rémi Ohayon -
These portals have gained notoriety
by hijacking the names of these hotels.
They have bought, through paid advertising,
the hotel’s brands.
TOURISM PROFESSIONAL MEETING – DEC. 2015
THE DOUBLE HOLD UP
• They take a commission on each reservation
• Make users believe that they’ll pay less using a middle man
TOURISM PROFESSIONAL MEETING – DEC. 2015
BUT YOU CAN ACT!
• you know how to do
• no magic wand
• connect directly to your client base
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Mercator, J. Lendrevie et J. Lévy -
The BRAND is A NAME and a set of DISTINCTIVE
SYMBOLS which have POWER OVER THE MARKET,
giving the feeling of LEGITIMACY to products
and services, and CREATING VALUE.
TOURISM PROFESSIONAL MEETING – DEC. 2015
38 years old, Zurich
Stay at home mom, 2 kids (7 and 10 years old)
Husband, upper management at SwissLife
Context• Husband often travels for work
• Family goes on holiday in February
• Lots of searching on the web
• Chose Arosa Ski Resort in Grisons
• Looking for a place to stay for the trip
Goals• Relaxing holiday
• Family activities
• Discover a new tourism destination
Personality• Strong personality
• She’s the decision maker at home
• Has high expectations for the quality of services and products
• Is willing to pay in order to have it
SOPHIE MÜLLER
TOURISM PROFESSIONAL MEETING – DEC. 2015
Create and adapt your content according to each different persona
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Tendance360/ESC Paris -
Brand has quickly become the new platform
for brands, by mixing creativity,
transparence and client experience.
TOURISM PROFESSIONAL MEETING – DEC. 2015
DIGITAL CLIENT RELATIONS= BUSINESS SAVVY
• Your business, even in the digital world, is service!
• observing prospective clients
• adapting the message
• Going above and beyond the 1% conversion rate
TOURISM PROFESSIONAL MEETING – DEC. 2015
- TNS Sofres, April 2015 -
In France, 50% of sites with less than
1M€ turnover aren’t making money
TOURISM PROFESSIONAL MEETING – DEC. 2015
Simplifying digital for a better understanding -> 6 channels only to come to your website
MailingLinksNotorietySocialPaidOrganic
TOURISM PROFESSIONAL MEETING – DEC. 2015
- UFC Que Choisir -
60% of buyers research a product after
having read something about it.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Organize your marketing strategy
Inte
rnet
Viral
Cam
paign
BlogLinks
Adwords
Forum
FollowersMailM
ediaSEO
LikeNetwork
Web siteCatalogRP
Drive traffic
TOURISM PROFESSIONAL MEETING – DEC. 2015
1%
...and then orchestrate it
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
49%1%
...and then orchestrate it
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
1% 49%
...and then orchestrate it
SegmentationNurturing
Qualification
Closing
Drive traffic
Catch attention
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Prestashop -
41% of online users never complete
their order because they’re not ready to buy
right away, but they will buy eventually!
TOURISM PROFESSIONAL MEETING – DEC. 2015
Personalize relationships
-> The more we look to personalize relationships, the more automation is necessary
TOURISM PROFESSIONAL MEETING – DEC. 2015
Guidance
-> The methods and tools allow the scripting of the relationship with online users, moving with the rhythm of the interactions.
TOURISM PROFESSIONAL MEETING – DEC. 2015
Input Data
Lead tracking -> Behavioural
&
CRM -> Demographic + Declarative
=
Segmentation
TOURISM PROFESSIONAL MEETING – DEC. 2015
For segmentation and targeting
Discovery
Interest
Desire
Action
Loyalty
Ambassador
TOURISM PROFESSIONAL MEETING – DEC. 2015
- Bulldog Solutions -
Marketing Automation reduces
the number of ignored prospects
from 80% to 25%.
TOURISM PROFESSIONAL MEETING – DEC. 2015
www.deepnature.fr
PRINT-DeepNature-brandbook-cover-20150209-v2.indd 1-3 11/02/2015 14:57
TOURISM PROFESSIONAL MEETING – DEC. 2015
ContextDouble Paradigm Shift
• Moving from a white-label company, to a branded company
• Bring clients to hotels and recreation centers
Challenge• Create the brand
• Generate traffic
• Increase sales
ApproachThe Approach Strategy of conquest and loyalty based on a brand/consumer relationship
• Notoriety
• Traffic generating
• Acquisition
• Loyalty
• Reactivation
TOURISM PROFESSIONAL MEETING – DEC. 2015
Actions• New brand platform
• E-mail contact form
• Co-registration sign-up
• Relational channels by personas
• Landing pages for conversion
• Nurturing with infos and sales
TOURISM PROFESSIONAL MEETING – DEC. 2015
DEEP NATUREResults
+400%of online turnover
+305%page views
+10%loyal visitors
30%opened emails
TOURISM PROFESSIONAL MEETING – DEC. 2015
Bienvenue en Seine-MaritimeWelcome to Seine-Maritime
seine-maritime-tourisme.com
TOURISM PROFESSIONAL MEETING – DEC. 2015
Context• A new brand to cater to the evolutions
• The content value already integrated
• A need for an orchestra conductor
• Reduce the dependence on Web giants
Challenge• Promote the destination
• Promote the tourism professionals
• Prepare the transition to an online retail store (2017)
• Transfer of progressive skills
TOURISM PROFESSIONAL MEETING – DEC. 2015
Actions • Testing the contact base
• Online contact form on all pages
• Co-registration sign-up
• Segmentation based on persona
• Content based on personas
• Begin nurturing
TOURISM PROFESSIONAL MEETING – DEC. 2015
SEINE MARITIME TOURISMEResults (after 8 months)
+100%qualified contacts
33%rate of opened emails
+25%site visits (outside
of paid traffic)
- 44%share of paid
traffic
TOURISM PROFESSIONAL MEETING – DEC. 2015
130
120
110
100
90
80
702008 2015 2018
Sources: In Extenso, 2013
To conclude:
NURTURE your client & AUTOMATE the content
And get your profit margins back!
Commission amount
Ind
icat
or
Lodging turnover
Occupancy rates
TOURISM PROFESSIONAL MEETING – DEC. 2015
@FredBescond
www.paprika.agency
@scouleaud
www.webmecanik.com
Thank you very much, and enjoy Marketing Automation!