S&m2012 budget ppt - revised

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  • Search Engine is not an effective channel to communicate with customers but a channel expose with them.
  • S&m2012 budget ppt - revised

    1. 1. Non-TraditionalS&M ChannelsTraditional S&M Channels Occupancy & Revenue
    2. 2. • Level 3 rate • Low volume, allotment Outbound DMC & TO • High sales expense • 12-24 months • Level 1 rate Inbound DMC & • High volume, allotment TO, corporate clients • Low sales expense • 6-24 months Inbound TO with strong • Level 2, promo rates • Low volume per TO, allotmentonline presence, corporate • Low sales expense clients • 0-6 months • Level 2, promotional rates, commissions Retails, travel • Low-medium volume desk, concierge • Low sales expense excluding rental • 0-1 month
    3. 3. • Packages, parity • Low-medium volumeWebsite via Email • Zero fees • 0-3 months • Level 4 rates, BAR, parity • Low-medium volumeWebsite via Synxis • Low connection fees • 0-3 months • Level 4, BAR, parity Online Travel • Low-medium volume Agencies • 10%-20% commission/booking • 0-3 months • Level 4, BAR, parity GDS & Synxis • Low connection fees • 0-3 months
    4. 4. Apple Tree dBase A&P Inbound collateral marketing Media Outbound publicity marketingStrategies Sales Revenue management
    5. 5. OTA, Last Minute Reservation supply unsold Sales (Revenue) reviews ratesInventory Promotions, eMarketing, Media Sales inventory parity and push out on GDS, OTA PR
    6. 6. CRM (eblast) SearchWebsite Engines Sales
    7. 7. Inventory Homepage via Agoda 48 Languages Email Homepage Affiliated to 5,000 GDS Booking.com OTA OTA Expedia iViVu Wotif Network
    8. 8. INEFFECTIVE A V E R A G E EFFECTIVE
    9. 9. Website/Channel Interaction Brand Exposure Generating Traffic SEO Website Communicate Via inbound marketing products/services/promo Awareness Keywords/Meta Tags and CRM tions CRM From us to client ATG Database Excitement of messages Picture format
    10. 10. Website/Channel Interaction Brand Exposure Generating Traffic SEO Search Engine In compliance with SERP Keywords Moderate traffic search engines In compliance with SERP Keywords Moderate traffic search engines In compliance with SERP Keywords High traffic search engines
    11. 11. Website/Channel Interaction Brand Exposure Generating Traffic SEO Relationship & Engagement Well indexed links, low Rich media, high traffic Awareness Posting events recall Short message, high Traffic via mobile devise. In compliance with 140 Characters traffic Re-direction limited search engines In compliance with B2B social media Awareness B2B search engines Leveraging on events, In compliance with Rich media, high traffic Awareness activities listed on search engines Google+
    12. 12. Website/Channel Interaction Brand Exposure Generating Traffic SEOReview & Discussion In compliance with Property pages Endorsement Via travel forums search engines No property/business Travel forums Via travel forums No links allowed links Property pages Travel forums Via travel forums No links allowed No property/business Travel forums No links allowed No links allowed links Property pages Travel forums No links allowed No links allowed No property/business Travel forums Via travel forums No links allowed links
    13. 13. Website/Channel Interaction Brand Exposure Generating Traffic SEOBlog & Publishing Useful, relevant & Useful, relevant & In compliance with Articles interesting information interesting information search engines Useful, relevant & Useful, relevant & In compliance with Articles interesting information interesting information search engines Media material and Useful, relevant & In compliance with Articles publishing sharing interesting information search engines Useful, relevant & Useful, relevant & In compliance with Articles interesting information interesting information search engines Useful, relevant & Useful, relevant & In compliance with interesting information Articles interesting information search engines to entice pick-up Useful, relevant & Useful, relevant & In compliance with Articles interesting information interesting information search engines
    14. 14. Website/Channel Interaction Brand Exposure Generating Traffic SEO Sharing In compliance with search Video upload Video Links allowed engines In compliance with search Images Images Links allowed engines In compliance with search Video upload Video Links allowed engines In compliance with search Location sharing Awareness Links allowed engines In compliance with search Upload video Video Links allowed engines In compliance with search Upload presentation Slides Links allowed engines
    15. 15. Website/Channel Interaction Brand Exposure Generating Traffic SEOBookmark & News sharing In compliance with User determined Linked to user High traffic search engines Partial compliance with User determined Linked to new Moderate traffic search engines Partial compliance with User determined Linked to user Moderate traffic search engines Partial compliance with User determined Linked to user Low traffic search engines
    16. 16. Worldwide awareness supportingtraditional and non-traditional sales
    17. 17. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Mon Tue Wed Thu Fri Mon Tue Wed Thu FriWebsite Daily audit of website content and functionality. Daily audit of website content and functionality. CRM In conjunction with property tactical and media publicity. In conjunction with property tactical and media publicity.
    18. 18. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday FridaySearchEngine Monitor SERP Monitor SERP Optimization on search engine. Optimization on search engine. Optimization on search engine. Optimization on search engine.
    19. 19. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday FridayRelationshi p&Engagemen t Quiz/Poll Quiz/Poll about the Menu/Chef’ about the Menu/Chef’ Destination Promotion Destination Destination Promotion Promotion Property/ s Special Property/ s Special products products Quiz/Poll Quiz/Poll about the Menu/Chef’ about the Menu/Chef’ Destination Promotion Destination Destination Promotion Promotion Property/ s Special Property/ s Special products products Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors Quiz/Poll Quiz/Poll Menu/Chef’ about the Menu/Chef’ Destination about the Promotion Destination s Special Destination Promotion Promotion Property/ s Special Property/ products products
    20. 20. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday Review andDiscussion Review Review Daily update NA Daily update NA Daily update NA Daily update NA Daily update NA
    21. 21. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday Blog &Publishing Update 1st Update and 3rd every 2nd & week 4th week Update Update Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors Update 1st Update and 3rd every 2nd & week 4th week Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors Update 1st Update and 3rd every 2nd & week 4th week
    22. 22. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday FridaySharing Create Create montage & montage & submit submit Update Update Create Create montage & montage & submit submit Update Update Create montage & submit Update Update
    23. 23. Vietnam: Emeraude , La Residence Vietnam: Luala Café, Press Club, Tan My Design Café Laos: Kamu Lodge, Villa Maly & Nava Mekong Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday FridayBookmark & News sharing Submit 2 Submit 2 Submit 2 Submit 2 links links links links Submit 2 Submit 2 links links Submit 2 Submit 2 links links Submit 2 Submit 2 links links
    24. 24. Sales Brand Stories Tactical Provided by Property Print & Online Online B2B B2C B2B B2C Coincide with travel Coincide with Contracting Period Follow forecast Follow Forecast making decisionsInbound Travel Outbound Travel Inbound Travel Outbound Travel Consumer magazines Consumer magazines Magazines Magazines magazines magazines 6-24 Months 9-24 Months 3-12 Months 0-6 Months 3-6 Months 1-3 Months
    25. 25. Discussion

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