Distribution Service Rob Purdie Northamptonshire Tourism Forum October 2009

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Rob Purdie's presentation - Distribution Service. Northamptonshire Tourism Forum, October 2009 - Kettering Conference Centre

Rob Purdie's presentation - Distribution Service. Northamptonshire Tourism Forum, October 2009 - Kettering Conference Centre

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Transcript

  • 1. Northamptonshire distribution service
    • Where were we?
    • Where did we want to go?
    • Where are we?
    • Where are we going?
  • 2. Where were we?
    • Good but basic service – cheap?
    • Varying delivery schedules
    • “ patchy” coverage
    • No formal top-up policy
    • No segmentation
    • No reporting
    • You got it to us…we got it out!
  • 3. Where did we want to go?
    • Data:
      • County CRM system
      • Segmentation
      • On-line ordering
      • Tracking
      • TAM’s –in and outbound telephone contact
      • Dedicated telephone and e-mail
      • Reporting
    • Direct/Digital/Design
  • 4. Where are we?
    • Getting there…
    • Working with SLB – who are already there!
  • 5. Tourism database –list by Co. name (unfiltered) also by category/postcode
  • 6. Tourism Database –multiple categorisation (max 3 by priority)
  • 7. Tourism database –category filter applied
  • 8.
    • Segmentation: + Motorsport, Heritage etc
  • 9. Segmentation/joint distribution
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14. Route planning: GPS and real-time re-routing
    • Display holder UIN via
    • Barcode:
    • log visit
    • Track visit
    • greater efficiency
  • 15. Leaflet Tracking: now
    • individual leaflet to display
    • Delivery report
    • Location
    • Time
  • 16. Leaflet Tracking: end 2009
    • Additional information:
    • number of leaflets delivered
    • Link to top-up
    • pick-up rate
    • Location categorisation
    • Grading of display
    • Genre categorisation
  • 17. Where are we going?
    • Adding Value – Marketing packages in development (monthly charge?)
      • Free diagnostic
      • Data, design and direct
      • As above plus e-mail/SMS
      • As above plus Social Media
      • As above plus Web-site
      • Plus bolt-ons: packaged PR; Posters;Newsletters;Brochures
  • 18. Any Questions?