detour marketing model10.1


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A presentation about tourism marketing and greek destinations

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  • (Refers to slide 5 ) The Movie “While THEY were sleeping”…starring not Sandra Bullock in this case but the providers of tourism services and products in a tourism destination! So Let the movie begin!
  • (Refers to slide 36) But the most important implication of the results is that False perceptions might lead to ineffective decision making for marketing in terms of segmentation, positioning and marketing mix formulation.
  • detour marketing model10.1

    1. 1. tourism + marketing
    2. 2. MKT theory <ul><li>promotion, price, place, product are the marketing 4 P’s = MKT MIX </li></ul><ul><li>marketing is what comes before and after sales (Avlonitis ) </li></ul><ul><li>The 4P’s are not 4, nor P’s anymore! (Gummesson) </li></ul>
    3. 3. Consumer theory <ul><li>A company exists because a consumer buys </li></ul><ul><li>A consumer except from products and services, wants and is looking for VALUE </li></ul>
    4. 4. MKT -customer relation? <ul><li>1960’ s </li></ul><ul><li>2000’s </li></ul><ul><li>Networks </li></ul><ul><li>Many to many </li></ul>19 8 0’ s Customer-supplier Relationship One to one 
    5. 5. MKT aim?
    6. 7. tourism + marketing <ul><li>What is the existing experience in Greece? </li></ul><ul><li>Which are the existing solutions for companies & destinations ? </li></ul><ul><li>What can we do for that? </li></ul>
    7. 8. Greek Experience in tourism MKT , 2010 A.D . <ul><li>Innumerable “MKT” surveys </li></ul><ul><li>Innumerable websites </li></ul><ul><li>Totally Unfocussed ads </li></ul><ul><li>Lack of data -databases </li></ul><ul><li>Lack of products and service management </li></ul><ul><li>Absence of serious MKT plans </li></ul><ul><li>= ↓ sales </li></ul>
    8. 9. Typical destinations’ management pattern What led us to the above conclusion ?  low occupancy rates  low return/ income  length of stay reduction  BCG products =dogs
    9. 11. Current promotion solutions <ul><li>Newspapers and magazines ads </li></ul><ul><li>Business directories </li></ul><ul><li>Attending Exhibitions and conferences </li></ul><ul><li>Promotion via tour operators channels </li></ul>You are not aware of : WHERE are you targeting WHAT your strategy should look like… note: you are aware of it, if you have mkt dept
    10. 12. Web solutions <ul><li>You are not aware of : </li></ul><ul><li>WHERE are you targeting </li></ul><ul><li>WHAT your strategy is </li></ul><ul><li>+ </li></ul><ul><li>WHEN do you need it </li></ul><ul><li>HOW much do you need to invest </li></ul><ul><li>note: you are aware of it, if you have mkt dept </li></ul><ul><li>Sites ads </li></ul><ul><li>Business directories </li></ul><ul><li>online Bookings </li></ul><ul><li>Google campaigns </li></ul><ul><li>Social media use </li></ul>
    11. 13. Result <ul><li>Cost of investment </li></ul><ul><li>0-200 euro annually in directories </li></ul><ul><li>1,000-9,000 euro spent in sites </li></ul><ul><li>E.t.c…. </li></ul><ul><li>ROI ; mostly unknown </li></ul><ul><li>0 -?$ budget, 0=? result </li></ul><ul><li>2 realistic ROI scenarios </li></ul><ul><li>risky alternative </li></ul>or
    12. 14. So, basic problems are <ul><li>Market </li></ul><ul><li>in the intangible tourism industry , it is really difficult to (1) target your market ( potential visitors) and </li></ul><ul><li> (2) measure your inputs and outputs </li></ul><ul><li>Synergy </li></ul><ul><li>it is also difficult for all stakeholders to (3) focus and (4) manage the synergy project, so they (we) cannot be neither efficient, nor quite effective. </li></ul>1 +2 + 3 + 4= problem
    13. 15. any more obstacles? <ul><li>MKT strategy in tourism </li></ul><ul><li>Greeks after inventing democracy and theater, they believe that they invented also </li></ul><ul><li>marketing and management. </li></ul><ul><li>intangible character of tourism </li></ul><ul><li>The belief that tourism is services. No, tourism is products. No, services. Wtf… </li></ul>
    14. 16. Any useful tool?
    15. 17. If there could be one, what its specifications would be? <ul><li>Focus on target groups </li></ul><ul><li>Measure input & output </li></ul>
    16. 18. <ul><li>Real time performance </li></ul><ul><li>Anyplace manageability </li></ul>
    17. 19. And of course… apply to tourism S&D
    18. 20. So, What did we do? <ul><li>Marketing research (knowledge) </li></ul><ul><li>Target groups </li></ul><ul><li>Differentiated servicE </li></ul><ul><li>Packages </li></ul><ul><li>Sales </li></ul><ul><li>Strategy </li></ul><ul><li>Promotion </li></ul><ul><li> Targeted synergies with measurable result </li></ul><ul><li>Action ( doing ) </li></ul><ul><li> research data </li></ul><ul><li> web –mobile applications </li></ul><ul><li>+ MKT strategy ( research) </li></ul><ul><li>= bookings site </li></ul><ul><li>=Geolocated service </li></ul><ul><li>=Mobile applications </li></ul><ul><li>=Targeted to customer </li></ul><ul><li>=Real-time response </li></ul><ul><li>= measure satisfaction maybe </li></ul>+
    19. 21. detour@ Olympia, Greece Olympia, Greece
    20. 22. detour@ Olympia, Greece We want to position Olympia where they deserve and meant to be, and create a Unique , Differentiated , Alternative Tourism Brand In the global map. Olympia Create a synergy that will unite and promote Olympia using marketing and the best up-to-dated web tools available. How: So: Ancient Olympia is the biggest Greek brand and among the strongest in a global level. It is the birthplace of Olympic Games since (776 AD), 3000 years ago. Today is mostly a cultural destination. Olympia’s cultural and natural environment is one of the global symbols of Greek culture and of Olympic ideals and spirit. On the other side, despite the fact that Olympia is a place of global fame and awareness, it is not being promoted as it should. Pirgos
    21. 25. Europeans French & Germans 29-49 y.o. Family travelers Highly educated and of average income 1 st target group
    22. 26. Example packages <ul><li>Germany </li></ul><ul><li>France </li></ul><ul><li>In France and Germany, Olympia is considered to be a popular spiritual, classical and cultural heritage destination. </li></ul><ul><li>Target group categories </li></ul><ul><ul><li>Young parents 29-39 y.o. </li></ul></ul><ul><ul><li>high and medium education </li></ul></ul><ul><ul><li>average and high income </li></ul></ul><ul><li>The Netherlands </li></ul><ul><li>Belgium </li></ul><ul><li>Austria </li></ul><ul><li>Italia </li></ul><ul><li>Target group categories </li></ul><ul><ul><li>average and high income </li></ul></ul><ul><ul><li>families with children </li></ul></ul><ul><ul><li>thematic tourism </li></ul></ul>Package A Package Β Cultural tourism European Cultural tourists
    23. 27. <ul><li>Geo located </li></ul><ul><li>Mobile web </li></ul>
    24. 28. strategy MKT strategy and cooperation lead to success
    25. 29. Ο τελικός μας στόχος? If you are not happy, how can you make your customer even happier?
    26. 30. End user consumer Original experience Local supplier Buy Sale So…. Keep it simply stupid Satisfaction marketing is what comes before and after sales (Avlonitis )
    27. 31. End user consumer Original experience Local supplier Buy Sale So…. Keep it simply stupid Satisfaction practice comes to confirm theory… marketing is what comes before and after sales (Avlonitis )
    28. 32. Thank you! <ul><li>For comments, </li></ul><ul><li>proposals, directions, </li></ul><ul><li>advices, </li></ul><ul><li>and synergies @ </li></ul>[email_address] That’s me!, the other is Georgia!!