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How to attract more russian clients 10 useful marketing tips Ifpr.fi presentation

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The Russians travel abroad more than ever before. Countries like Spain, Italy, Austria, many major European cities have seen huge growths in the amounts of Russian visitors. ...

The Russians travel abroad more than ever before. Countries like Spain, Italy, Austria, many major European cities have seen huge growths in the amounts of Russian visitors.

The western laboratory of Russian tourism is Finland, where the Russians represent more than 50 % of foreign tourists.

This presentation shows how to get your share of Russian tourism and purchase power? How to attract more Russian visitors? Jukka Laikari, IFPR Communications lists 10 things to do in PR & marketing when you want to attract more Russian clients.

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    How to attract more russian clients 10 useful marketing tips Ifpr.fi presentation How to attract more russian clients 10 useful marketing tips Ifpr.fi presentation Presentation Transcript

    • IFPR COMMUNICATIONS PRESENTATION©1MODERN MARKETING IN RUSSIAHow to attract more Russian clients10 things to doJukka Laikari, IFPR Communicationsfi.linkedin.com/jukkalaikari
    • IFPR COMMUNICATIONS PRESENTATION©2JUKKA LAIKARIis a cofounder of IFPR Commu-nications, that has offices in Fin-land, Ukraine and Austria. He haswide experience of internation-al-PR, especially on CIS-markets,where the reality of customerinsight, encounters, media andonline behavior is so often verydifferent from those in the West-ern countries.IFPR CommunicationsHEL | KBP | LWO | VIEfi.linkedin.com/jukkalaikariSkype jukka_laikariphone +358 40 5245274jukka.laikari@ifpr.fihttp://www.gcpr.netblog: http://ifpr.fiFacebook.com/ifprfinland
    • IFPR COMMUNICATIONS PRESENTATION©3RUSSIANSHuge potential for European travel businessRussia -huge underutilized potentialfor many European countries
    • IFPR COMMUNICATIONS PRESENTATION©4RUSSIAN CONSUMER MARKETThe new European growth engineSecond highest GDP in EuropeMiddle class expansion, now 25 % of populationA Russian consumer is demanding, economical,open-minded and technologically savvy
    • IFPR COMMUNICATIONS PRESENTATION©5RUSSIAN TOURISM47,8 M visits abroad/year (2012)+9% from 201115,8 M holiday trips abroad/year (2012)+6% from 20111,2 M Russian travelers to Spain (2012)+40% from 2011
    • IFPR COMMUNICATIONS PRESENTATION©6CASE FINLAND5,1 M visits from Russia/year3,1 M Russian visitors/year50 % of foreign visitors in Finland25 % of foreign hotel nights39 % of foreign tourism income1,15 billion euros/year total volume - 50 % growth
    • IFPR COMMUNICATIONS PRESENTATION©7A RUSSIAN TOURIST80 % from Moscow & St Petersburg area111 euros average spending per day71 % do not speak English76 % book their trip without a travel agency
    • IFPR COMMUNICATIONS PRESENTATION©8RUSSIAN TRAVEL SEASONJanuary: weeks 1+2March: week 12 or 13May: 1.5.-12.5.July-August: main holidayNovember: early Nov. 1 week
    • IFPR COMMUNICATIONS PRESENTATION©9IMPORTANT CULTURAL ASPECTSTHINGS TO UNDERSTAND:- the trip has “a long tail”:the travel experiece will be shared with friends, relatives- For Russian tourists customer service is the key factor for bettercustomer satisfaction- Russians appreciate an indepth understanding on history,sightseeing etc. They require more information, preferably in Russian.Do not forget the segments
    • IFPR COMMUNICATIONS PRESENTATION©10INFORGRAPHICS ONRUSSIAN INTERNET USAGE62MONLINE POPULATIONIN RUSSIA 62M (45 %)(2011)21,7hPER MONTH:TIME SPENT ONLINE76 %USE SOCIAL MEDIA9,8hWORLD’S #1SOCIAL MEDIANATION(AVERAGE 4,5H)
    • IFPR COMMUNICATIONS PRESENTATION©11INFORGRAPHICS ONRUSSIAN MOBILE INTERNET USAGE102MMOBILE USERS186MSIM-CARDS18,8%SMART PHONE SOLD201121MMOBILE INTERNETUSERS IN RUSSIA
    • IFPR COMMUNICATIONS PRESENTATION©12TOP 10 WEBSITES1. Yandex.ru2. Google.ru3. Mail.ru4. Google.com5. Vkontakte.ru6. Youtube.com7. Facebook.com8. Wikipedia.org9. Livejournal.com10. Odnoklassniki.ru
    • IFPR COMMUNICATIONS PRESENTATION©13MOST TRUSTED SOURCES OF TRAVELINFO1. relatives, friends, aquintances (WOM*)2. other traveler’s ratings online (UGC*)3. social media (UGC)4. official tourist office websites5. media: documents on TV, articles in print6. travel agencies7. advertising*WOM=Word Of Mouth / UGC=User Generated Content
    • IFPR COMMUNICATIONS PRESENTATION©14WORLD MAP OF SOCIAL NETWORKSTHINGS TO UNDERSTAND:- trip has a ‘long tail’:the travel experiece will be shared with friends, relatives- For Russian tourists customer service is a key factor for a better cus-tomer satisfaction- Russians appreciate an indepth understanding on history, sightsee-ing etc. They require more information, preferably in Russian.
    • IFPR COMMUNICATIONS PRESENTATION©15RUSSIAN TRAVELLERS´INFORMATIONSOURCESVK.com (ex. VKontakte.ru) (86 M in Russia & Ukr, 200M+ total)Mail.ru (80 M email-accounts),Odonoklassniki.ru (43 M users in Rus & Ukr)Yandex.ru (68 % market share, 90M users/m)LiveJournal (1.5 M blogs incl. Dmitry Medvedev) • TripAdvisor.ruRussian pages in Facebook, Google.ru
    • IFPR COMMUNICATIONS PRESENTATION©16IMPORTANT INFORMATION SOURCESVK.COMthe most popularsocial media,200+MLiveJournalthe most popularblogging platformMail.ruthe email providerincl.Odnoklassiki.ruYandexthe most popularsearch engine
    • IFPR COMMUNICATIONS PRESENTATION©17SO HOW TO TURN IT INTOSUCCESSFUL COMMUNICATIONSAND BUSINESS?
    • IFPR COMMUNICATIONS PRESENTATION©1810 STEP WIN-WIN PROGRAMME1. Get rid of your prejudice2. Remember Russian travel seasons3. Understand Russian customer insight4. Organize Russian customer service (creative option to outsourcenative service with Skype?)5. Create Russian signs, brochures, other customer communicationmaterials
    • IFPR COMMUNICATIONS PRESENTATION©1910 STEP WIN-WIN PROGRAMME6. Start to use Russian social media (VK.com, FBin Russian, blog, etc.) to improve your Russian SEO7. Do not forget to add (entertaining) content to chosen medias8. Get more Russian reviews & ratings9. Consider Russian mobile apps and QRs (25M+ mobile net users)10. Do not forget cross marketing with other industries
    • IFPR COMMUNICATIONS PRESENTATION©20WHY REVIEWS ARE IMPORTANTUser generated content (UGC):Seens as reliable source of informationUGC is freePopular source of information when planningLot of reviews = interesting destinationPositive reviews = worth visiting/spending timeLot of likes = useful review, powerful message
    • IFPR COMMUNICATIONS PRESENTATION©21WANT TO GET THINGS DONEFAST? YOU CAN OUTSOURCE:Your Russian social media presence (&SEO)Your Russian blogCreation your Russian signs, brochures, information materialAttracting more Russian ratingsYour Russian customer serviceYour Russian customer insight
    • IFPR COMMUNICATIONS PRESENTATION©22TRIPADVISOR.RU
    • IFPR COMMUNICATIONS PRESENTATION©23YOUR BONUSYour Russian language approachhelps to attract and serve customersalso from the Baltics, Ukraine,Belorussia, Kazakstan, Balkan countries etc.
    • IFPR COMMUNICATIONS PRESENTATION©24WE CAN HELP YOUContact us to get a free 1hr skype-consultancyNeed to improve your Russian customer insight? We’ll join you to talkto your industry peers in Russia or UkraineNeed to get Russian material, social media done quickly?Let’s get it done now.Need to get more Russian ratings? Let’s plan your concept.Need to outsource your Russian marketing? Lets talk.
    • IFPR COMMUNICATIONS PRESENTATION©25THE SOONER YOU ACT, THEMORE YOU WINThe next Russian travel season is coming soon, but youcan still get some things done before itLot of things can be done quickly and with a moderatebudget to improve Russian customer satisfactionTake the first step - your satisfied customers willtake the next and write better ratings
    • IFPR COMMUNICATIONS PRESENTATION©26GET IN CONTACTSCAN THE CODE TO GETMY BUSINESS CARD