Preparing Northern Cape tourism SMME's for the Namibian tourism expo.

1. Ignore everybody

2. n s
i o
a t
c t
p e
E x

3. Exhibition
Game Face
© 2009 Tourism Enterprise Partnership. All Rights Reserved

4. Learning Outcomes
• Understanding the exhibition arena
• Effective marketing of your product at exhibitions
• Marketing 101
• PowerPoint madness
• Pricing
• Leveraging social media

5. Working the floor

6. Working the floor
• What is the purpose of an industry show?
• Who will be approaching you?
• Trade vs retail?
• What type of questions will they be asking you?

7. This training is about what you’re going to say and
what material you’re going to share with them.

8. Who are you?
escalator pitch group exercise

9. Is your stuff sticky?
• Brochures
• Business cards
• Websites
• Giveaways
• Social media
• Clarity of message

12. Groupwork
Of the marketing collateral you use what has worked and what hasn’t?

13. Content strategy

14. International trends in tourism
for the international travellers
• short-term booking (last minute, even for the repeat
customers)
• convenience instead of tight schedule
• shorter stay, but more frequent trips
• less loyalty for a destination
... that means for the travel industry
• more customers needed to generate the same results
• more marketing effort required

15. International trends in tourism
Ecological awareness
• responsible-minded behaviour in everyday life
• separation of solid waste
• locally and biologically produced food etc.
...and their holidays ?
•what is taken for granted at home, they also expect in
their holiday destinations
•they want to know how deep the (ecological) footprints
they leave behind
• Tour Operators are expected to act responsibly and to
offer sustainable travel products

16. International Trends in tourism
• to ask for discount has become socially acceptable
• paying too much is „weakness“
• trend towards „all inclusive“
• high-priced brands are en-vogue
• people are ready to pay for good quality, and for
convenience and luxury (if they can see the added
value)

17. International Trends in tourism
• Travellers are becoming increasingly discerning in
terms of experiences….authenticity rules
• Travellers are increasingly using non-traditional
channels to research and book holidays e.g.
internet and social media
• Travel Agents and Outbound Tour Opeartors under
severe pressure and therefore need to offer
something “extra”

18. International Trends in tourism
people feel younger
Dürer‘s mother Sophia Loren
when she was 63 years old when she was 63 years old

19. Purpose of Market Research
• To identify customer needs and then meet
those needs
• To learn about customer attitudes and values
• To help develop products and services that
meet identified needs
• To discover sales trends
• To find out about competitors’ activities
• To measure the effectiveness of promotional
activity
• To segment customers into groups or types

20. Market Research
• Who are your clients
• Geographic
• Trade vs retail
• Groups or independent travellers
• What are your clients looking for?
• Budget vs Luxury
• Adventure vs Comfort
• Who are your competitors and who are they not?

21. Types of research
• Unique research that uses surveys, interviews and
questionnaires to find out about information is
‘primary’ research
• Using existing information and statistics to learn more
about markets is called ‘secondary’ research

22. Primary research resources
• Surveys
• Interviews
• Questionnaires
• Client feedback forms

23. Secondary research resources
• Google…….obviously
• Tourism update
• SA Tourism
www.southafrica.net/sat/content/en/za/research-
home
• STATSSA www.statssa.gov.za/
• Websites of tourism stakeholders both local and
international

24. Sales Research

25. Pricing….a really touchy subject
• 1st step is to calculate Nett Rate:
• Nett Rate = Total Costs (fixed and variable) +
Profit Margin
THIS IS YOUR BOTTOM LINE
This is also your S.T.O. rate

26. Pricing….a really touchy subject
• 2nd step is to determine your commission
structure (could be 10-30%)
• This allows calculation of your Rack Rate
RACK RATE IS YOUR RETAIL PRICE
• Rack rate =Nett (STO) rate + commission
• Do not mark up on top of rack rates to tour
operators and the trade

27. Pricing

28. Death by powerpoint
Everything should
be made as
simple as possible
but not simpler

29. Presentations fail due to a lack of :
• •Significance
30 000 000 powerpoint presentations every day
•SStructure
•SSimplicity
•SRehearsal

31. Plugging Social Media
• Avatars
• Simplicity and clarity
• Logos
• Photos on your profile
• Photostreams (Flickr, instagram, tweetpics)
• Twitter handle
• Facebook custom URL
• Fb cover photo

32. Thank You
© 2009 Tourism Enterprise Partnership. All Rights Reserved