Winning The Battle for the Invisible Vacation Traveler

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Today's vacation travel customer is increasingly invisible to hotels, resorts, cruise lines, and destination marketers. Tom Martin, http://conversedigital.com takes you through a proven process -- Painless Prospecting -- that leverages the current consumer trend of self-education to help you continue to win business from today's vacation travel buyer.

Presented at the First Annual Turks & Caicos Social Business Symposium, Tom's presentation is adapted from his new book, The Invisible Sale (http://www.TheInvisibleSale.com) and showed Turks & Caicos businesses how to leverage the power of Propinquity, social media, content marketing and social recon (audience profiling) to find, market to and convert self educating invisible vacation travel buyers.

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Winning The Battle for the Invisible Vacation Traveler

  1. 1. @TomMartin Winning The Battle for the Invisible Traveler
  2. 2. For now, let me just say that a strategic inflection point is a time in the life of the business when its fundamentals are about to change. ! They are full-scale changes in the way business is conducted, so that simply adopting new technology or fighting the competition as you used to may be insufficient. - Andy Grove ‘‘ ’’ @TomMartin
  3. 3. Self Educating Travelers@TomMartin
  4. 4. your buyer is invisible @TomMartin
  5. 5. your buyer is invisible @TomMartin
  6. 6. 70% Google of Americans say they look at product reviews BEFORE making a purchase @TomMartin
  7. 7. 38 Expedia Media Solutions Study websites visited before purchasing a vacation package @TomMartin
  8. 8. @TomMartin Expedia Media Solutions Study
  9. 9. @TomMartin Expedia Media Solutions Study
  10. 10. 50% Destination Hotels & Resorts: State of the Meeting Industry 2013 of Meeting Planners cite social media as an integral part of planning process @TomMartin
  11. 11. @TomMartin
  12. 12. by Halans Getting Started @TomMartin
  13. 13. @TomMartin
  14. 14. @TomMartin T.O.M.P.Top of Mind Preference
  15. 15. The greater physical (or psychological) proximity between people, the greater the chance that they will form friendships or romantic relationships. @TomMartin PROPINQUITY
  16. 16. @TomMartin
  17. 17. PROPINQUITY @TomMartin WEB CONTENT! SOCIAL MEDIA! TRADITIONAL MARKETING!
  18. 18. Aware >> Know >> Like >> BUY @TomMartin PROPINQUITY
  19. 19. Where do they turn for information and assistance? Propinquity Points @TomMartin
  20. 20. Copyright  ©  2010  Converse  Digital,  LLC Interests Lifestyle Demographic • Craft Cocktails / Mixology • Gourmet Food • Dining • Nights Out • Photographs • Food Porn • Cocktail Porn • Photos everywhere! • Highly social • Experiment and discover • In a relationship with smart phone • Active on social media • Instagram / Photo friendly • 73% male • Caucasian • Live in city environment • Live in Texas, NY, IL, PA, CA, UK. • Works in service / hospitality or media communications • Unlikely to have children • Less likely to be in relationship • 30 - 44 years old ! • Very knowledgeable in food, drink, and consumables. • Good chance they fancy a fine cigar • Rocky Patel • Art • Foodie • Gourmet • Spends many nights out at restaurants and bars “The Fine Foodie” - Appreciator of Finer Things
  21. 21. Copyright  ©  2010  Converse  Digital,  LLC Conversations Media • #CraftBeer • #WhatsForDinner • Bourbon • Recipes • Brunch • #FoodieChats • Web content • Buzzfeed • Eater • TastingTable.com • Thrillist • Eater • Yelp • Television • Both Anthony Bourdain shows • A Chef’s Life • Drinking Made Easy • Music • LCD Soundsystem • The Black Keys Buffalo Trace “The Fine Foodie” - Appreciator of Finer Things • Substitute brands are • Makers Mark • Woodford Reserve • Intricate recipes • Cocktails if consumed alone • On the rocks if paired with meal or cigar • Go to Bourbon
  22. 22. Propinquity Points @TomMartin
  23. 23. The secret to content creation mastery. Cornerstones & Cobblestones @TomMartin
  24. 24. Taco Truck Content Strategy @TomMartin
  25. 25. @TomMartin
  26. 26. @TomMartin You Are At War
  27. 27. @TomMartin
  28. 28. @TomMartin Google doesn’t get paid when you rank! only when you buy.! - @TomMartin! ‘!‘! ’!’!
  29. 29. Everyone’s Site IsYourSite @TomMartin
  30. 30. Creating Findable Content @TomMartin
  31. 31. STOP BEING AWESOME @TomMartin
  32. 32. @TomMartin Expedia Media Solutions Study
  33. 33. Awesome may get shared but helpful gets bought. - Tom Martin ‘‘ ’’ @TomMartin
  34. 34. Cornerstones & Cobblestones @TomMartin
  35. 35. Content Ecosystem Planning @TomMartin
  36. 36. @TomMartin
  37. 37. @TomMartin
  38. 38. Social Media Propinquity Points @TomMartin
  39. 39. 43% Expedia Media Solutions of travelers will post travel-related content on social media or write reviews after trip @TomMartin
  40. 40. Social Media Propinquity Points @TomMartin Posted Photos Posted Status Update PostedVideos Expedia Media Solutions
  41. 41. Day After Marketing @TomMartin
  42. 42. What are you doing today… ! ! to make your customer talk about you tomorrow? @TomMartin
  43. 43. @TomMartin $$$
  44. 44. @TomMartin Collaborate
  45. 45. @TomMartin Barter
  46. 46. Tom@ConverseDigital.com ! TheInvisibleSale.com ! @TomMartin

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