Developments in the UK travelmarket - Vicki Wickens
Holland Marketing Congress February 5th 2013, Amsterdam
Agenda• Introduction to the UK Market • Current landscape • Opportunities and recent developments• Holland and the UK Market • Performance of Holland in the UK• How to effectively grow your business • Building a brand on the web • Strategic Marketing Partnerships• Summary and Questions
Building a Brand in the UK Marketplace...What are you looking for from your marketing activity? • Efficiency? • Scale? • ROI? • Open new markets? • Diversify revenue streams? • Increase awareness? • Drive Sales? • ALL OF THE ABOVE?
E-Marketing - 5 tips• Define what you are trying to measure – Sales? Market Share? Traffic to your website?• Understand your target market – Consumer or Trade?• Know your e-marketing tools – Display media, SEO, SEM, Email marketing, social media...• Remember that the consumer is king – Consumers want value, they want to engage and they will shop around• Find the right partner – Can they provide wider distribution for your products? How will they market your destination or service?
5 Steps to Evolutionary Marketing + 5. Upgrade your site for ancillary Consumer Relevance revenues + 4. Be active on UGC* sites + 3. Run marketing campaigns + 2. Promote deals and offers 1. Get your product onto the shelves Long-term Brand Value*User Generated Content
Optimise your production to meet the needs of the market…Ensure you have a strategy in place for every UK traveller… Last Minute Last Minute Short Term Short Term MediumTerm Medium Term Long Term 0-30 Days 0-30 Days 30 + days 30 + days 60+ days 60+ days 90+ daysLeisure TravelLeisure Travel StrategyStrategy Package StrategyPackage Strategy ? Corporate TravelCorporate Travel StrategyStrategy MOBILE StrategyMOBILE Strategy ? ?
How to Influence the Travel Decision Making Process• Build your own brand to showcase and convert your products and grow your business • Combine media products • Build brand awareness • Drive conversions Target specific content Drive conversion Make the experience Impact the point of Highlight integrated in trusted purchase; offers, Use direct email to environments, exposure, reminders key prospects, leverage social and segment and peer opinions understand your Build Awareness audience Capitalise on the “bill board” impact of relevant display advertising