Creating the Media Mix        Presented by
This               This presentation       presentation   will not...         will...• Give you every   • Educate you on  ...
TARGETMARKETS
DISTRIBUTION           Retail           Travel                   InboundConsumer   Agent    Wholesalers   Tour Operator   ...
www               DISTRIBUTION                       www                    www           Retail           Travel         ...
DISTRIBUTION                              Inbound                                Tour    Retail                    Operato...
What’s Happening to       Online  Travel Agents     Marketing
Proportions of Internet Traffic                                  9
Travel Search• Google gained 6% market share in  travel searches in July over last year  – Up to 30.4% total share• Yahoo ...
Online Usage Trends• 10% use a hotel application on a web-  enabled smartphone• 16% read a positive consumer-generated  co...
Google Maps                            to add Hotel RatesSource: Talking Travel News, June 2010           12
Online Travel Purchase            Process• The average consumer makes 22 visits  to travel sites (not necessarily differen...
Mobile         14
Mobile Smartphones in U.S.• 3 in 10 cell phones in the US are smartphones• 19% of which have downloaded a travel-  related...
Mobile in Europe                                   • The number of European                                     consumers ...
Mobile in Europe                                   • Travel accounts for 47% of total                                     ...
Mobile Advertising                             Engagement      • 17-23% of people engage in        mobile-advertising     ...
Apple’s iTravel wants to                connect to hotel services    • The most recent Apple iTravel patent      reveals t...
Increase in Virtual Technology• Virtual Reality will have a big impact on  travelers in the near future.• Google Googles u...
Social Networks
Older Americans         Social Networking• More than 25% of Americans 50+  use social networks• 55+ demographic grew 922% ...
Social Networks• More than 1/3 of EU citizens use a   social networking site• The average user has 130 friends• Spends 55 ...
Facebook FANS Are...        • 28% more likely to continue          using a brand        • 68% are "very likely" to        ...
“TripAdvisor Trip Friends”• Launched in June 2010• Allows travelers to get advice  from their Facebook friends  on propert...
26
TripAdvisor launches                         private sale site• SniqueAway.com• “The first members-only  site where each t...
Just Launched Facebook Places                         28
Just Launched Facebook Places    • The ability to pinpoint where users are      located and share information    • Brands ...
Other Social Networks• Twitter: 100 million+ users, with 50  million tweets sent each day• LinkedIn: over 65 million membe...
Twitter          31
• 71% of tweets are ignored• 6% got retweeted   – 92% of retweets occur within the first hour• 23% got an @reply   – Of th...
33
Four Square• Location-based social network  (Like new Facebook Places)• Earn points and badges for  location check-ins• Li...
Flowtown• Platform that businesses use to  connect with their customers  everywhere in the social web• Make sense of onlin...
What Can Flowtown do?                        36
Social Media Users Follow             Only 5 Brands                                                           “Like” on Fa...
Online Video
32% of travelers watch travel-related    videos when researching hotels onlineSource: Forrester Research, Q1 2010         39
Viral Video: Evian Roller Babies• Currently received 100 million+ total  views• Started online and evolved into TV  commer...
What’s Happening to    The Reality  Travel Agents
On line Spend Growing• Comprised 12.6% of total advertising  spend in 2009• Expected to grow to 13.9% at the end of  2010•...
Average CTR• Benchmarking CTR for online campaigns  is becoming more difficult due to large  variations in results depende...
CTR by Industry      Source: DoubleClick Benchmarks Report: Year in Review 2009   44
Source: DoubleClick Benchmarks Report: Year in Review 2009   45
Case Study - Best Job in the World                                     46
Case Study - Best Job in the World • Objective: Create international awareness of the   islands of the Great Barrier Reef ...
Case Study - Best Job in the World• Spend was approx. 1 Million USD• Result for direct increase in  visitation...• Nothing...
What’s Happening toAdvertising Balance  Travel Agents
The Credibility Continuum                             Have a great deal of confidence in…                  Travel guideboo...
Advertising Spending         Sources: DMA’s Power of Direct Marketing/ Ad Age Apr 2010   51
Direct Mail
Direct Marketing Ad Spending Up 2010 will mark the 5th year in which direct marketing has more than 1/2 of all advertising...
What’s Happening to   Publications  Travel Agents
Guidebooks on Amazon• How to Use an Ipad: 11 books• Two have Kindle editions• Other publications available                ...
Guidebooks searches on       AmazonNorway: 94 guidebooks                         56
Power of MagazinesDuring the 12-year life ofGoogle to date, Magazinereadership has actuallyincreased 11%                  ...
Power of Magazines• The Internet is exhilarating...  Magazines are enveloping.• The Internet grabs you...  Magazines embra...
We surf the Internet.We swim in magazines.                        59
Magazine Readership              Continues to GrowThe	  average	  reader	  spends	  43	  minutes	  reading	    each	  issu...
Broadcast TV
Benefits of Broadcast TV• Reaches a large audience in a short  period of time• Allows you to be creative with your  messag...
TV Viewership       • The average American watches         35:34 (hours/minutes) of TV per         week       • Kids aged ...
Broadcast can beTruly Memorable
Outdoor
Outdoor• Spend grew to $1.9  billion in the second  quarter• Billboards, Bus  Posters, Outdoor,  Subway  Posters,Automobil...
Case Study - Club Med                        67
Case Study - Club Med - NYC  • Purpose: Keep Club Med resorts on the mind of    consumers during months when people plan v...
Radio
Radio Audience Still Growing     • More than 239 million persons ages 12 or       older interact with the medium at least ...
Integrated Media
Sherman’s TravelOnline site evolved into a travel magazine                                             72
Microsoft TagsScan Tags from your mobile phonefor instant access to information,websites, videos, reviews, and more       ...
• Use  Traditional  Media• 2010• $500 Million                 74
I know half my advertising         works...I just don’t know which half                               75
TheComplete Travel  Experience
Anticipate & Echo
ANTICIPATION
TRAVEL
ECHO
Anticipate & Echo
ROI
Keep In Balance!                   83
TAKK
Al Merschenal@myriadmarketing.com     310 545 4200www.myriadmarketing.com
Al Merschen - creating the mediamix
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Al Merschen - creating the mediamix

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Presentasjon ved Al Merschen (Myriad Marketing). Plenumssesjon første dag av konferansen "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.

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Al Merschen - creating the mediamix

  1. 1. Creating the Media Mix Presented by
  2. 2. This This presentation presentation will not... will...• Give you every • Educate you on answer basics• Sell you any • Make you want media to learn more• Make you an • Challenge your expert thinking 3
  3. 3. TARGETMARKETS
  4. 4. DISTRIBUTION Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product
  5. 5. www DISTRIBUTION www www Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product www www www www
  6. 6. DISTRIBUTION Inbound Tour Retail Operator Travel Agent ConsumerWholesalers Product 7
  7. 7. What’s Happening to Online Travel Agents Marketing
  8. 8. Proportions of Internet Traffic 9
  9. 9. Travel Search• Google gained 6% market share in travel searches in July over last year – Up to 30.4% total share• Yahoo lost 11% travel search market share from last year• Bing increased by 69% - the most significant increase – Smallest share of travel searches = 3% Source: Hitwise data, hotelmarketing, August 20, 2010 10
  10. 10. Online Usage Trends• 10% use a hotel application on a web- enabled smartphone• 16% read a positive consumer-generated comment about a hotel/motel, which influenced their booking decision• 13% use a social media site to research or plan a trip Source: Deloitte Survey, May 2010 11
  11. 11. Google Maps to add Hotel RatesSource: Talking Travel News, June 2010 12
  12. 12. Online Travel Purchase Process• The average consumer makes 22 visits to travel sites (not necessarily different sites) before buying travel online• 15% don’t know where they’re going when they start planning• 39% don’t know when they will be traveling Source: Meskauskas, Jim. ”6 Keys to Vertical Ad Network Success.” December 17, 2008. Via I-media connection e-newsletter. 13
  13. 13. Mobile 14
  14. 14. Mobile Smartphones in U.S.• 3 in 10 cell phones in the US are smartphones• 19% of which have downloaded a travel- related app - 47% have navigated to a destination using the built-in GPS - 29% have compared airfares or hotel rates - 28% have shared photos about their travel experiences using their smart phone - 18% have booked air travel or lodging Source: Portrait of American Travelers, Ypartnership, June 2010 15
  15. 15. Mobile in Europe • The number of European consumers accessing travel services via smartphones grew by 125% in May 2010 to 9.8 mm • 54% of consumers accessing travel services did so from a smartphone in May 2010 • Trend continuesSource: comScore MobiLens data, August 24, 2010 16
  16. 16. Mobile in Europe • Travel accounts for 47% of total European mobile spend • Consumers expect a website to load in less than four seconds, and in some cases two seconds • Otherwise, 70% will switch to another websiteSource: Akamai Technologies, hotelmarketing.com, November 2010 18 17
  17. 17. Mobile Advertising Engagement • 17-23% of people engage in mobile-advertising • Much higher than for online advertising • ConversionSource: Medialets, bonniercorp.com, August 2010 18
  18. 18. Apple’s iTravel wants to connect to hotel services • The most recent Apple iTravel patent reveals travelers will be able to: – make room reservations – make requests about temperature – lighting – the types of food or beverages to have available • The iPhone could act as a room key and as a remote control for things like A/V devices.Source: U.S. Patent and Trademark Office, via hotelmarketing, August 2010 19
  19. 19. Increase in Virtual Technology• Virtual Reality will have a big impact on travelers in the near future.• Google Googles uses pictures to search the web – Translates menus – Identifies unknown landmarks – Beyond GPS Source: Nigel Poclington, VP Global Marketing and Strategy, Expedia, via hotelmarketing.com 20
  20. 20. Social Networks
  21. 21. Older Americans Social Networking• More than 25% of Americans 50+ use social networks• 55+ demographic grew 922% last year alone• 73% say they use it to stay in touch with relatives Source: AARP Report, via hotelmarketing.com June 2010 22
  22. 22. Social Networks• More than 1/3 of EU citizens use a social networking site• The average user has 130 friends• Spends 55 minutes a day on the site Source: European Commission Eurobarometer, October 2010 and Trendwatching, June 2010 23
  23. 23. Facebook FANS Are... • 28% more likely to continue using a brand • 68% are "very likely" to recommend a product • 81% feel a connection to the brandSource: Syncapse Study, via Adage.com June 2010 24
  24. 24. “TripAdvisor Trip Friends”• Launched in June 2010• Allows travelers to get advice from their Facebook friends on properties/destinations• Reviews from friends and acquaintances hold more valueSource: Hotelmarketing.com, June 14, 2010 25
  25. 25. 26
  26. 26. TripAdvisor launches private sale site• SniqueAway.com• “The first members-only site where each travel deal is endorsed by the people”• All hotels featured have earned a minimum four- star rating + a minimum 4/5 TripAdvisor rating.Source: Travel Weekly. September 7, 2010 27
  27. 27. Just Launched Facebook Places 28
  28. 28. Just Launched Facebook Places • The ability to pinpoint where users are located and share information • Brands can incorporate check-ins on their fan pages • Can monitor which fans have visited a location or propertySource: tnooz August 19, 2010 29
  29. 29. Other Social Networks• Twitter: 100 million+ users, with 50 million tweets sent each day• LinkedIn: over 65 million members• Foursquare: has one million users Source: Trendwatching, June 2010 30
  30. 30. Twitter 31
  31. 31. • 71% of tweets are ignored• 6% got retweeted – 92% of retweets occur within the first hour• 23% got an @reply – Of those, 85% only got one reply – 96.9% of @replies are posted within the first hour of the original tweet Source: CNN, October 12, 2010 32
  32. 32. 33
  33. 33. Four Square• Location-based social network (Like new Facebook Places)• Earn points and badges for location check-ins• Links to your Twitter and Facebook accounts• Get tips/to-dos at locations• Brands can offer deals/incentives for coming to a location 34
  34. 34. Flowtown• Platform that businesses use to connect with their customers everywhere in the social web• Make sense of online data and turns it into meaningful output in the form of stronger business relationship 35
  35. 35. What Can Flowtown do? 36
  36. 36. Social Media Users Follow Only 5 Brands “Like” on Facebook, “Follow” on Twitter or subscribe to an RSS feed:• More and more people include brands in their lists of friends and follows• 77% of users said they followed a brand for free products or discounts 53%• Users follow 5 Brands consistantly• 58% will stop following a company if it acts irresponsibly 1-5 None• OR...over-communicates with them 10+ 6-9 Source: 2010 Cone Consumer New Media Study, November 2010 37
  37. 37. Online Video
  38. 38. 32% of travelers watch travel-related videos when researching hotels onlineSource: Forrester Research, Q1 2010 39
  39. 39. Viral Video: Evian Roller Babies• Currently received 100 million+ total views• Started online and evolved into TV commercials• Lets take a look 40
  40. 40. What’s Happening to The Reality Travel Agents
  41. 41. On line Spend Growing• Comprised 12.6% of total advertising spend in 2009• Expected to grow to 13.9% at the end of 2010• 15.4% in 2011... Source: ZenithOptimedia 42
  42. 42. Average CTR• Benchmarking CTR for online campaigns is becoming more difficult due to large variations in results dependent upon several factors• The average CTR is usually around 0.1%• When it comes to Travel... Source: DoubleClick Benchmarks Report: Year in Review 2009 43
  43. 43. CTR by Industry Source: DoubleClick Benchmarks Report: Year in Review 2009 44
  44. 44. Source: DoubleClick Benchmarks Report: Year in Review 2009 45
  45. 45. Case Study - Best Job in the World 46
  46. 46. Case Study - Best Job in the World • Objective: Create international awareness of the islands of the Great Barrier Reef • Winner awarded a 6 month paid job as the caretaker of the islands • 100 Million hits • Received over 34,000 applicants 47
  47. 47. Case Study - Best Job in the World• Spend was approx. 1 Million USD• Result for direct increase in visitation...• Nothing! 48
  48. 48. What’s Happening toAdvertising Balance Travel Agents
  49. 49. The Credibility Continuum Have a great deal of confidence in… Travel guidebooks (57) Company/ destination site (46) Brochures (39) Family/friend Facebook/Twitter (19)recommendations (81) Online travel agent (54) Travel agent (46) Blogs (33) YouTube (14) Online advisory site (53) Media coverage (43) Travel advertising (27) Source: Portrait of American Travelers, Ypartnership, June 2010 50
  50. 50. Advertising Spending Sources: DMA’s Power of Direct Marketing/ Ad Age Apr 2010 51
  51. 51. Direct Mail
  52. 52. Direct Marketing Ad Spending Up 2010 will mark the 5th year in which direct marketing has more than 1/2 of all advertising spent nationwide, with sales growing at 3.5%. Source: DMA’s Power of Direct Marketing Report, Dec 2009 53
  53. 53. What’s Happening to Publications Travel Agents
  54. 54. Guidebooks on Amazon• How to Use an Ipad: 11 books• Two have Kindle editions• Other publications available 55
  55. 55. Guidebooks searches on AmazonNorway: 94 guidebooks 56
  56. 56. Power of MagazinesDuring the 12-year life ofGoogle to date, Magazinereadership has actuallyincreased 11% Source: Power of Print Campaign 2010 57
  57. 57. Power of Magazines• The Internet is exhilarating... Magazines are enveloping.• The Internet grabs you... Magazines embrace you.• The Internet is impulsive... Magazines are immersive. Source: Power of Print Campaign 2010 58
  58. 58. We surf the Internet.We swim in magazines. 59
  59. 59. Magazine Readership Continues to GrowThe  average  reader  spends  43  minutes  reading   each  issue  of  a  magazine.   Source: Bonnier Corp, MRI, Spring 2010 60
  60. 60. Broadcast TV
  61. 61. Benefits of Broadcast TV• Reaches a large audience in a short period of time• Allows you to be creative with your message by utilizing sight, sound and motion• Opportunity to attach a personality to your business 62
  62. 62. TV Viewership • The average American watches 35:34 (hours/minutes) of TV per week • Kids aged 2-11 watch 25:48 (hours/ minutes) of live TV per week • Adults over 65 watch 48:54 (hours/ minutes) of TV per weekSource: The Nielsen Company 63
  63. 63. Broadcast can beTruly Memorable
  64. 64. Outdoor
  65. 65. Outdoor• Spend grew to $1.9 billion in the second quarter• Billboards, Bus Posters, Outdoor, Subway Posters,Automobile Wraps, ATM Advertising, ElevatorAdvertising, Blimps• And More! 66
  66. 66. Case Study - Club Med 67
  67. 67. Case Study - Club Med - NYC • Purpose: Keep Club Med resorts on the mind of consumers during months when people plan vacations • Media Buy: King Size Bus, Posters and Subway Brand • Call volume in NY rose 20% in the first 6 weeks • Sales rose over 25%Source: CBS Outdoor 68
  68. 68. Radio
  69. 69. Radio Audience Still Growing • More than 239 million persons ages 12 or older interact with the medium at least once a week • Four million more than radio’s weekly audience in 2008 • Network radio reaches more than 88% of adults 18 to 34, a 3% increase from the previous yearSource: Arbitron’s new RADAR 106 report 70
  70. 70. Integrated Media
  71. 71. Sherman’s TravelOnline site evolved into a travel magazine 72
  72. 72. Microsoft TagsScan Tags from your mobile phonefor instant access to information,websites, videos, reviews, and more 73
  73. 73. • Use Traditional Media• 2010• $500 Million 74
  74. 74. I know half my advertising works...I just don’t know which half 75
  75. 75. TheComplete Travel Experience
  76. 76. Anticipate & Echo
  77. 77. ANTICIPATION
  78. 78. TRAVEL
  79. 79. ECHO
  80. 80. Anticipate & Echo
  81. 81. ROI
  82. 82. Keep In Balance! 83
  83. 83. TAKK
  84. 84. Al Merschenal@myriadmarketing.com 310 545 4200www.myriadmarketing.com

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