Al Merschen - CRM

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Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.

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Al Merschen - CRM

  1. 1. CRMPresented by
  2. 2. 3
  3. 3. WhyCRM
  4. 4. It costs six timesmore money to get a new client than retain an existing one.
  5. 5. This Thispresentation presentation will not... will...• Give you every • Educate you on answer basics• Sell you any • Make you want software to learn more• Make you an • Challenge your expert thinking 6
  6. 6. TARGETMARKETS
  7. 7. DISTRIBUTION Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product
  8. 8. www DISTRIBUTION www www Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product www www www www
  9. 9. DISTRIBUTION Retail Travel Inbound Agent Tour Operator ConsumerWholesalers Product 10
  10. 10. ARE YOU IN SALES, MARKETING OR BOTH ?
  11. 11. CRM
  12. 12. CRM
  13. 13. Client/Contact/ConsumerReach/Retention/RelationshipManagement/Motivation/Marketing
  14. 14. What is CRM?Recognizing the LongTerm Value (LTV) ofcustomer relationshipsand extendingcommunication beyondadvertising and salespromotional messages. 15
  15. 15. 16
  16. 16. TARGETMARKETS
  17. 17. DEFINE YOURAUDIENCE(S)
  18. 18. Targetography
  19. 19. Target Market Demographics
  20. 20. Target Market Demographics Psychographics
  21. 21. Target Market Demographics Psychographics Passions
  22. 22. Target Market Demographics Psychographics TargetedAffinity Marketing Passions
  23. 23. Affinity FocusPASSION COST = TRAVEL
  24. 24. When is a Customer a Customer?
  25. 25. PROBLEM: Up to 40%cancellation rate betweenreservation and payment. 29
  26. 26. 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. 30
  27. 27. Reinforce Relationship 31
  28. 28. Anticipate Needs 32
  29. 29. Reinforce Relationship 33
  30. 30. The Oyster Box • Classic resort in South Africa. • Tell us a story about the old Oyster Box • What’s Old is New 34 48
  31. 31. WHEN ARE YOUR PROSPECTS POTENTIAL ?
  32. 32. To Create a Database... You have to ask the Questions
  33. 33. Case Study: Harrah’s Casino• When guests check in at Harrahs Casinos, they are given a casino card that acts like a credit card that can be used for access to gaming rooms and machines, the resort spa, restaurants etc.• The casino gets a real-time history of where the customer is spending his time.• They can offer rewards or discounts and other promotions based on those patterns.• Can offer the incentives during the current stay or as an inducement to gain repeat business. Source: CRM Buyer 37
  34. 34. Tracking Customer Behavior • Learn about customer behavior so as to design offers/product/marketing • Find the common and the different • Record everything Source: CRM Buyer 38
  35. 35. WHAT / WHEN ARE YOU TALKING TO YOUR CLIENTS ?
  36. 36. WARNING Americans Bolder Overseas• 59% are more adventurous than they would be at home• 91% are experimental in their choices of local cuisine• 76% make an effort to speak the local language• 58% alter their dress... to appear less AmericanSource: TripAdvisor Survey, Hotel News Resource, May 2010 40
  37. 37. WHEN IS APPROPRIATE TO TALK TO YOUR PROSPECT ?
  38. 38. Itch CycleReach your clientsas the “Itch Cycle”begins. 42
  39. 39. Start planning your next tripBEFORE current one is over! 43
  40. 40. HOW OFTEN WILL YOUR CLIENTS BUY YOUR PRODUCT ?
  41. 41. Providing a Reward
  42. 42. Coupons• Grand Hyatt gives $150 Hotel Credits to retain existing customers.• Expedia gives travel coupons of $50 and $100 to retain existing customers.• Ask what they want! 46
  43. 43. “Book direct and geta great offer” 47
  44. 44. OFFERS 25% vs.“4 for 3” 48
  45. 45. WHAT DOES YOUR CUSTOMER VALUE ?
  46. 46. Loyalty Programs
  47. 47. Club Med• With 80 resorts worldwide, Club Med rewards loyal guests with benefits: – complimentary upgrades – private resort transfers – late checkout – boutique and excursion discounts• Free enrollment 51
  48. 48. The Leading Hotels of the World 52
  49. 49. Leaders Club The Leading Hotels of The World• Free Nights at the World’s Finest Hotels• Early Check-In / Late Check-Out• Preferential Treatment on a One-Category Upgrade• Special rate privileges• Invitations to Leaders Club events• Access to one-of-a-kind specially created experiences• A unique welcome gift at each Leading Hotel 53
  50. 50. Star AllianceThe Star Alliance network provides a true end-to-end service for frequent flyers to ensure aconvenient, smooth and efficient worldwidetravel experience. • Faster and smoother transfers • Frequent flyer programs • Upgrades • Awards • Lounges • Additional rewards of Gold and Silver status 54
  51. 51. Star Alliance 55
  52. 52. Selling Loyalty
  53. 53. REI• More than 3.8 million active members• $20: Lifetime membership• Receive special members-only offers• New members receive $100 off an REI Adventure trip 57
  54. 54. Costco• Over 500 locations• Extremely loyal members; renew their membership at an 86% renewal rate• $50 - Business or Gold Star (individual) membership• $100 - Executive membership (earn 2% annual reward) 58
  55. 55. CAN YOU CREATE A SYSTEM? ON YOUR OWN? ?
  56. 56. Are you sure you know your client (s)?
  57. 57. Not All Vacations Are Created Equal Milestone birthday 45% Ever took vacation to Milestone anniversary 37 celebrate a life event. Wedding 35 !65 Family reunion 28 % Graduation from high 19 school, college, etc. Retirement 5 Bonus or raise in 5 compensation for my job New job 3 Source: Portrait of American Travelers, Ypartnership, June 2010 61
  58. 58. Targeting Kids • Children play an active role in planning vacations in half of all family travel households • 9 out of 10 have a page posted on Facebook • 1 out of 4 has visited a blog to seek or preview information about a vacation destination or travel service supplier Source: Portrait of American Travelers, Ypartnership, July 2010 62
  59. 59. Targeting Kids • Over $15 billion a year is spent on advertising direct to children • 55% of kids are successful at getting their parents to buy what they want • Developing a separate website for the kids • They don’t travel aloneSource: National Survey, Center for a New American Dream, 2010 63
  60. 60. What’s the best way to Reach Clients (and prospective clients)through Social Media
  61. 61. Through Social Media?
  62. 62. Monitoring Your Brand• Monitoring your brand is the first step to knowing what your customer (or potential customer) thinks: – Facebook – Twitter – Youtube – FourSquare – TripAdvisor – News Feeds – The list goes on... 66
  63. 63. Nearly 1/3 of travelers are at least somewhat influenced bycomments from people in their online social network whenmaking travel purchase decisions 67
  64. 64. Effective Facebook Page• Call To Action• The purpose of your custom landing tab should always be conversion of visitors to your fans.• Good practice to remind people about it the “Like” button. 68
  65. 65. Effective Facebook PagesGivingIncentive to“Like” ... andbecome a“Fan” of yourson Facebook. 69
  66. 66. 70
  67. 67. WHAT IS THE BEST WAY TO REACH YOUR CLIENTS? ?
  68. 68. DOES YOUR TEAM KNOW YOUR PLAN ?
  69. 69. TheComplete Travel Experience
  70. 70. Anticipate & Echo
  71. 71. ANTICIPATION
  72. 72. TRAVEL
  73. 73. ECHO
  74. 74. Anticipate & Echo• Collect data• Develop tools• Think beyond - Think Viral• Create “inch cycle” plan• Monitor results
  75. 75. IS THERE A WAY TOREALLY WIN AT CRM ?
  76. 76. Deliver 80
  77. 77. UNDERSTAND YOURAUDIENCE(S)
  78. 78. OPALS 82
  79. 79. TAKK
  80. 80. Al Merschenal@myriadmarketing.com 310 545 4200www.myriadmarketing.com

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