“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”
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“ทำตลาดเชิงรุก บุกตลาดกับ ททท.”

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โดย Mr. Steve Joson Marketing Manager สำนักงาน ททท. สำนักงานนิวยอร์ก ...

โดย Mr. Steve Joson Marketing Manager สำนักงาน ททท. สำนักงานนิวยอร์ก จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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    “ทำตลาดเชิงรุก บุกตลาดกับ ททท.” “ทำตลาดเชิงรุก บุกตลาดกับ ททท.” Presentation Transcript

    • Prospering in 2011: How to reach our guests in todays environment? Presented by Steve A. Johnson Marketing Manager Tourism Authority of Thailand, New YorkFriday, 17 June 2011
    •  Baby Boomers  Generation X and Y  Honeymooners  LGBT  Medical touristsFriday, 17 June 2011
    • Value Remains in Vogue: In pursuit of the best deal Tourism Authority of Thailand, New YorkFriday, 17 June 2011
    • Bangkok We depend on the kindness of strangers… but by better understanding our guests, their preferences and use of technology, we can be more independent and successful in reaching them.Friday, 17 June 2011
    • Our Agenda What is the 2011 outlook for leisure travel? How do different generations of leisure travelers interact with technology to plan and shop for travel online? What affects the decision making of different generations when planning a trip— and what should you do to succeed? Sources: Google ImagesFriday, 17 June 2011
    • Factors affecting our guests Sources: Google ImagesFriday, 17 June 2011
    •  Totally Value focused  We cannot be reactive marketers – its about understanding where the customer is going and how to reach them  Most have realized that cheap is not always best.  Brand loyalty keeps falling, the new consumer is willing to trade down or try new areas, destinations, and or hotels – provided the price is rightFriday, 17 June 2011
    •  We have to become smarter  Will require continuous dialogue and consistent support through  Travel marketing and e-commerce  1 in 5 consumers have no idea where they plan to vacation.  Fewer online consumers read hard copy material - we recently saw the closure of Borders  Media landscape has become highly fragmented – more interactive and dynamicFriday, 17 June 2011
    •  Baby Boomers Boomers take an average of 3.6 trips per year. The longest trip averages 8 days; They love life’s luxuries – they consider them necessities; They are at ease with online research and travel booking; Boomers want both comfort an adventure.Friday, 17 June 2011
    •  Generation X and Y 60% book some component of travel online Gen. Y utilizes facets such as YouTube, Twitter, Facebook, MySpace etc Gen Y adults remain optimistic about the economy, they are expected to play an essential role in the economic recovery with an aggregate income approaching 1 trillion Between 2011-15 growth will largely come from Hispanic, Black and other multicultural groupsFriday, 17 June 2011
    •  Honeymooners Echo boomers – highly experienced and sophisticated guests at a younger age Demand personalization, raised with technology and shop 24/7 on their terms 82% of honeymoons are researched by the bride – 13% by the groom An equal amount 37% book through a honeymoon specialist or online 50.6% choose a honeymoon destination based on affordability 87% use the internet to plan and research honeymoon optionsFriday, 17 June 2011
    •  GLBT affluent Travelers 86% take a minimum of 2 vacations per year 89% of these will take more than 4 a year 78% of these vacations are to long haul destinations 56% will fly premium cabin 87% will choose boutique/design led properties 90% will only stay in 4+ star proprietiesFriday, 17 June 2011
    • How do different generations of leisure travelers interact with technology to plan and shop for travel online?Friday, 17 June 2011
    • Friday, 17 June 2011
    • Friday, 17 June 2011
    • Do I have to pay to Is it a nice hotel? Is i check my bags? safe? Which is How much? Are you better, a superior or kidding me? deluxe room? Would I save When is the weather money best? if I went on another day? Or a different Where are some month? nice places to eat and shop? What How can I trust what else is there to do? you‘re telling me? Should I buy the cheapest fare or something else? Remember, this is your inheritance we‘re talking about.Friday, 17 June 2011
    • Friday, 17 June 2011
    • Friday, 17 June 2011
    • Friday, 17 June 2011
    • WHAT DOES THIS MEAN FOR YOU?Friday, 17 June 2011
    • I DON’T KNOWFriday, 17 June 2011
    • Friday, 17 June 2011
    • The Digital Revolution in Context Distribution Commerce Information and Communication “Read” “Buy” “Talk” 1994 1998 2000 2003 2006 2010 Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary  4Friday, 17 June 2011
    • Friday, 17 June 2011
    • Communication Hub: texts / email Always on internet GPS App Enabled Broad Availability: Android, iPhone, Blackberry, PalmFriday, 17 June 2011
    • An Estimated 50% by the end of 2011Friday, 17 June 2011
    • A changing consumer mindset Then Now •I wonder how old •Instant answers. Angelina Jolie is? •Search at •Ishould shop fingertips/voice around, it might be •Apps: cheaper elsewhere • That restaurant is • OpenTable probably booked • Red Laser up • Kayak  Friday, 17 June 2011
    • Built in GPS Offers News Maps Info Friends Directions SearchFriday, 17 June 2011
    • GPS for the traveler Then Now Fodors Lonely Planet Frommer`s Google Maps Fodors.com Local paper Gaycities.comFriday, 17 June 2011
    •  Lonely PlanetFriday, 17 June 2011
    • GPS for the local AND traveler Then Now Yellow Pages Yelp Concierge UrbanSpoon Print Maps / Guides MenuPages GayCitiesFriday, 17 June 2011
    • For Locals and Travelers Discover Nearby with Find the menu on Yelp Search Urbanspoon MenuPages Friday, 17 June 2011
    • A whole new world • Check In and find your friends, tell them " " where you are • Foursquare • Facebook Places • Gowalla • GayCitiesFriday, 17 June 2011
    • Sharing your whereaboutsFriday, 17 June 2011
    • What We’re Predicting for 2015! Google Confidential and 8 ProprietaryFriday, 17 June 2011
    • DON’T PANIC!Friday, 17 June 2011
    • ‘Must Dos’ for Marketers: The Four Be’s Be Found Be Engaging Be Relevant Be Accountable Conversion Optimizer  12Friday, 17 June 2011
    • Be Found The annual economic impact of GLBT travelers is approx. $63.3 Billion in the US*   Nationally, pride events continued to  move millions of hotels in the U.S* Gays & Lesbians read travel blogs at twice the rate of heterosexual users**  Travel reservations are one of the Top 10 online activities for gays & lesbians *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
    • Be Relevant *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 15 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
    • Be Engaging: Customized Landing Pages Google Confidential and Proprietary 16Friday, 17 June 2011
    • Be Accountable: Measuring Success Google Insights for Search Google Analytics *Source: Community Marketing, 14th Annual Study, 2009 Report Google Confidential and Proprietary 17 **Source: Gay & Lesbian Social Media Usage, eMarketer, 1/11Friday, 17 June 2011
    • Mobile Web How does your site measure up?Friday, 17 June 2011
    • Mobile Web Browsing Look at your site on mobile Android and iPhone Make simple changes Avoid flash content (displays as a blank) Make sure site has big text / buttons Set right width (technical term: viewport width)Friday, 17 June 2011
    • Mobile Web Browsing Mobile Version of your site Harder, but good long term bet Focus on easy browse, reading, booking Select only critical pages Click to call? Do you need an app? Maybe, maybe not HTML 5 gives app-like experience without the headaches Android, Blackberry, iPhone - long term investmentFriday, 17 June 2011
    • Importance of Local Search engines  Claim your listing on sites Info from web => info in mobile apps Ensure your info is accurate, up-to-date, and complete Future: Advertising options will become availableFriday, 17 June 2011
    • More creative promotions CatchaChoo - Jimmy Choo Treasure HuntFriday, 17 June 2011
    • What should you be doing? 2011 Get your website mobile ready Experiment in some way (advertise, special promo, etc) 2012 Mobile becomes key part of your planFriday, 17 June 2011
    • Develop Creative that Resonates with the Audience Most travelers are more likely to purchase products and services advertised with them in mind. Google Confidential and Proprietary Proprietary 27 Google Confidential and 27 Source: comScore Brand Metrix, Norms Database, November 2008 26  Friday, 17 June 2011
    • Successful curve ad campaignsFriday, 17 June 2011
    • Friday, 17 June 2011
    • Friday, 17 June 2011
    • Connect With Users Through Engaging Video YouTube, the world’s second largest search engine, is the home of online video with 144M users worldwide . Google Confdenta ad Proprietary Source: Google Internal DataFriday, 17 June 2011
    • How do we succeed moving forward?Friday, 17 June 2011
    • Recommendations on Utilizing Online Media Opportunity Action Item Search • Maintain market share on queries • Have target market friendly ad copy • Drive search traffic to market specific landing pages Mobile  Similar to search, target ads to market specific friendly  queries, i.e. active vacation, spa, history, cuisine, gay- friendly hotel  Where relevant, run local ads Display • Run on target market high index sites • Reach audience through highly indexed  interest category targeting • Have friendly creatives– both in terms of copy  and image ads YouTube Target market friendly channel Highlight diversity attributes through compelling video  Google Confidential and Proprietary Google Confidential and Proprietary 30Friday, 17 June 2011
    • You have multiple opportunities andchannels in which to sell – create your―story arc‖ Story arc Planning Purchase Departure Trip Return Next Trip 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
    • How to view traveler brand loyalty moving forward… 33 © 2010 Forrester Research, Inc. Reproduction ProhibitedSource: Google ImagesFriday, 17 June 2011
    • Create new ways to help travelers find the value you offer 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
    • Travelers don‘t always know where they want to go 30 © 2010 Forrester Research, Inc. Reproduction ProhibitedSource: Google ImagesFriday, 17 June 2011
    • Make it easy for travelers to open their wallets 48 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
    • Make sure you offer the right written and visual content – and enable to traveler to configure it to her needs 49 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
    • Let travelers share your content in their social networks © 2010 Forrester Research, Inc. Reproduction Prohibited 51 50 © 2010 Forrester Research, Inc. Reproduction ProhibitedFriday, 17 June 2011
    • Partner with TAT - NY We welcome your partnership – It is key for achieving success.Friday, 17 June 2011
    • Thank You Tourism Authority of Thailand, New YorkFriday, 17 June 2011