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Growing Digitally
THE FUTURE TRAVELLERWILL TRAVEL LESS AND   EXPECT MORE...
Your Product• What are you selling?• What choice do you offer?• What is your Unique Selling Point (USP)?• A real challenge...
I’m THE BEST!!!!!   No YOU’RE NOT
I’m EVERYTHING!!!!!    No YOU’RE NOT
All the world in one country
CROWDED AND   NOISY
In a market controlled by search and social media it is  too crowded and noisy tomake bland generic statements
STRONG UNIQUE  MESSAGING
Travelling Types•   Experiencers- Social, Sightseeing, the beaten path, Cultural    tours,VFRs•   Explorers- Adventurers, ...
Model Clients?• Are you selling to more than one ‘typical  client’• Are you using a single marketing technique to  sell to...
Profiling• Where do they live?• Where do they work?• How do they have fun?• What media do they consume?• What are they like...
Conversion Points
You need a Call to     Action...
But what are we calling     them to do?
Don’t just focus onentry... Focus on Exit
3 Means of Conversion
(A) BOOKING
(B) ENQUIRY
(C) REGISTRATION
It’s All AboutCONNECTIONS
Match experiences to    experiencersYour unique offerings   to your clients
SWARM
SOCIAL• Choose the social media channels that  work best for you- not all of them• Plan and budget to make them a regular ...
WEB• Ensure that your website is properly built  to be integrated with your search and  social presence• Optimize your sea...
ACTIVATE• Create a plan to optimize your online  engagement online• Focus on content that is liked, commented  on and shar...
RESEARCH• Monitor and Measure your levels of  engagement• Build on what Works• Ditch what doesn’t• USE YOUR ANALYTICS AND ...
MANAGE• Have an emarketing strategy• Have a social media policy• Update, Update, Update• Budget your resources
Sample Strategy•   We are the best value family holiday resort    in our area and we will target families from    Europe b...
NEED HELP?       Contact Us:info@e-tourismfrontiers.com
THANK YOU
Growing Digitally
Growing Digitally
Growing Digitally
Growing Digitally
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Growing Digitally

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Strategy Session by E-Tourism Frontiers at the E-Tourism Africa Summit in Cape Town- September 2012

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Transcript of "Growing Digitally"

  1. 1. Growing Digitally
  2. 2. THE FUTURE TRAVELLERWILL TRAVEL LESS AND EXPECT MORE...
  3. 3. Your Product• What are you selling?• What choice do you offer?• What is your Unique Selling Point (USP)?• A real challenge for tour operators• How are you different to the rest?
  4. 4. I’m THE BEST!!!!! No YOU’RE NOT
  5. 5. I’m EVERYTHING!!!!! No YOU’RE NOT
  6. 6. All the world in one country
  7. 7. CROWDED AND NOISY
  8. 8. In a market controlled by search and social media it is too crowded and noisy tomake bland generic statements
  9. 9. STRONG UNIQUE MESSAGING
  10. 10. Travelling Types• Experiencers- Social, Sightseeing, the beaten path, Cultural tours,VFRs• Explorers- Adventurers, Specialist Active, Niche, off the beaten path• Entertainers- Resorts, package holidays, spas, no stress, not on the path• Engagers- Business Travellers,Voluntours, Researchers• Eventers- Conference, Sport, Festivals
  11. 11. Model Clients?• Are you selling to more than one ‘typical client’• Are you using a single marketing technique to sell to all types of clients?• Do you offer enough choice to attract a broad range of clients?• Can you describe your typical client- or the one you’d like to have?
  12. 12. Profiling• Where do they live?• Where do they work?• How do they have fun?• What media do they consume?• What are they likely to be searching for or talking about and how do they express it?
  13. 13. Conversion Points
  14. 14. You need a Call to Action...
  15. 15. But what are we calling them to do?
  16. 16. Don’t just focus onentry... Focus on Exit
  17. 17. 3 Means of Conversion
  18. 18. (A) BOOKING
  19. 19. (B) ENQUIRY
  20. 20. (C) REGISTRATION
  21. 21. It’s All AboutCONNECTIONS
  22. 22. Match experiences to experiencersYour unique offerings to your clients
  23. 23. SWARM
  24. 24. SOCIAL• Choose the social media channels that work best for you- not all of them• Plan and budget to make them a regular and professional part of your business• Choose who you will reach via which channels• Create and publish the right content for the right people
  25. 25. WEB• Ensure that your website is properly built to be integrated with your search and social presence• Optimize your search presence• Think of your site as a conversion point from social and search• Realtime and Bookable
  26. 26. ACTIVATE• Create a plan to optimize your online engagement online• Focus on content that is liked, commented on and shared• Encourage your engaged audience to become customers and/or ambassadors
  27. 27. RESEARCH• Monitor and Measure your levels of engagement• Build on what Works• Ditch what doesn’t• USE YOUR ANALYTICS AND INSIGHTS• Have tools in place to measure conversion
  28. 28. MANAGE• Have an emarketing strategy• Have a social media policy• Update, Update, Update• Budget your resources
  29. 29. Sample Strategy• We are the best value family holiday resort in our area and we will target families from Europe before their school vacation period by promoting a special family offer that includes free kids activities and spa package, which we will be promoting through a video testimonial from a family who recently stayed with us. This will be posted on our YouTube channel and embedded on affiliate websites and Facebook, combined with Facebook ads and some key word ads for family breaks in our region, all of which will drive traffic to a special landing page we have created for bookings.
  30. 30. NEED HELP? Contact Us:info@e-tourismfrontiers.com
  31. 31. THANK YOU
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