Marknadsföringspresentation

1. “Knowledge is knowing that a tomato is a fruit.
Wisdom is knowing not to put it in a fruit salad”
- Miles Kington
Knowledge vs Wisdom
Image by Pixabay

2. Knowledge
Great data quality is the most
important factor for succes!

3. Data Quality
1. Risky business - ”shit in, shit hit the fan”
2. Cross device
3. Facebook segment Spain
4. Bank a really good medium ….
Machine learning web traffic
Image by AaronJOhlsen Pixabay

4. Page Speed
Image by Pixabay
1. With 3 seconds, 50% abort the journey - Google
2. We got only 10% of the people who had clicked on the
banner to visit the site.

5. 4 000% more registrations
Page Speed

6. Touch points
De
fi
ne the most important
points in a customer journey.

7. Search [SEO]
SUSPECT Seo1
TARGET GROUP seo2
SEARCH RESULT Seo3
CLICK THROUGH Seo4-p1
ext. LANDING PAGE Seo5
CLICK THROUGH seo6-p1
Customer Journey
Paid Social
SUSPECT PS1
TARGET GROUP PS2
Facebook banner pS3
CLICK THROUGH S4->P1
ext. LANDING PAGE S5
CLICK THROUGH S6->P1
Paid Search [CpC]
SUSPECT sem1
TARGET GROUP Sem2
Adwords banner Sem3
CLICK THROUGH Sem4-p1
ext. LANDING PAGE Sem5
CLICK THROUGH Sem6-p1
Display
SUSPECT d1
TARGET GROUP D2
BANNER D3
CLICK THROUGH D4-p1
ext. LANDING PAGE D5
CLICK THROUGH D6-p1
OUR WEPBPAGE
PROSPECT visits/Session Prospect [P1]
LEAD Not bounced Prospect [P2]
MQL (marketing qualified leads) Send registration Prospect [P3]
SQL (sales qualified leads) Accepting registration Prospect [P4]
OPPORTUNITY First deposit Prospect [P5]
CUSTOMER Played a real game Customer [C1]
Data
conversion
touch
points
(Conversion
funnel)
…
Image by Pixabay

8. Key factors
Image by GuHyeok Jeong from Pixabay
For a company that sales without a webbshop, then it is crucial to connect the visitors traffic to
the site with their CRM data.
To get as good data quality and make good foundation for great analytics and lookalikes groups
with their customer value per channel/campaigns you need …

9. Time window vs Native
Same session
1 = 1
High data quality!
7 days window
4=1
Formulas for allocating credits

10. Result

11. KUNDEN
1

12. 8 av 10 Köp, börjar med sök
[Google]
9 av 10 svarar inte alls på ”cold calls”
[HBR 2012]
Förändring

13. Köparens resa
Lära
Utvärdera
Söka
Uppleva
Attrahera Inspirera
Övertyga
Ambassadör KÖP
Dela

14. 11
PCDAR
Plan-Create-Distribute-Analyze-Repeat

15. Innehålls processen
1. Plan. 2. Create 3. Distribute 4. Analyze (Repeat)

16. 60 år, man, tjänar över 1 miljon pund / månad.
Bor i slott i England
Demogra
fi
…
Plan
Idag får man veta kön och ålder på ca.10% av ens
besökare på Google analytics

17. Create
Skapa innehåll som är
relevant
och delbart!
Context

18. Inbound marketing
Distrubute

19. Acquisition

20. Distrubute
Url * Landing page
Campaign Source * (referrer: google, citysearch, newsletter4)
Campaign Medium * (marketing medium: cpc, banner, email)
Campaign Term (identify the paid keywords)
Campaign Content (use to differentiate ads)
Campaign Name * (product, promo code, or slogan)
Här kan du skapa taggar!
Distribuera

21. XTIME VALUE ON FIRST TIME DEPOSITS
LÄNK

22. Retention

23. Retention
Customers
CRM DB
t
a
g
t
a
g
t
a
g
CCC adds the tag
DBD add the tag
to the link.
Upp and
running !!!

24. CUSTOMER SUPPORT SCHWEIZ
LÄNK

25. Data Driven vs Fact Driven

26. 2

27. The Paf Story
ANALOGT & DIGITAL
Mats Adamczak

28. Club paf
Startade 2002
- paf’s personal är alltid med på resorna
- vilken paf kund som helst kan vinna en
resa
- Alltid en vinnare + vän
Mats Adamczak
före! under! efter!

29. C2P
ConsumersTo Prospects
“Word To Mouth”
B2C
Business To Consumers
“Marknadsföring”
Paid
C2B
Consumers To Business
“Dialog och Support”
Owned
C2C
Consumers To Consumers
“Möjlighet och Orsak”
Earned
Mats Adamczak
Relationer

30. #clubpaf overview
#clubpaf
Mats Adamczak

31. Club paf
Mats Adamczak

32. 3
Turism

33. GIT
GENERAL INTERNET TOURISTS
• Majority of the travelling population
• low/lower-middle socioeconomic groups
• More price sensitive
• Limited experience on travelling
• Do not pursue special interest during holidays
• Visit popular destinations
• Demand for high quality accommodation

34. MIT
Mixed Interest tourist (MIT)
• Some experience, do not enjoy general interest tourism
• Are willing to make changes in holiday choices
• Desire to be more adventurous
• Are still attracted to popular tourism destinations
• May have special interests, but are not eager to pursue these during holidays
• Are still influenced by the quality of accommodation

35. SIT
Special Interest Tourist (SIT)
• Minority of the travelling population
• Middle/upper-middle socioeconomic groups
• Less price sensitive
• Experienced travelers
• High expectations towards the pursued interests
• Adventurous, do not follow the popular forms of tourism
• Can consider SIT holidays as an extension to the activities participated on a regular basis
• View alternative destinations as contexts for the pursuit of their special interest
• Less influenced by the quality of accommodation

36. SIT
GIT
GENERAL INTEREST TOURISTS
MIT
MIXED INTEREST TOURISTS
SPECIAL NTEREST TOURISTS
”Where do I want to go?”
”Where do I want to go and which
type of activities can I participate there ?”
”What activity I want to pursue and
which destination facilitates it ?”
Display
Outbound marketing
Target segments
Inbound marketing
Word Of Mouth
Investment
Platsen
Platsen
Platsen
Priskänslig
Priskänslig
Priskänslig
Socialekonomisk
grupp
Socialekonomisk
grupp
Socialekonomisk
grupp
Specialaktiviteter
Specialaktiviteter
Specialaktiviteter
Resvana
Resvana
Resvana
Andel
av
resenärerna
Andel
av
resenärerna
Andel
av
resenärerna
Krav
på
boende
Krav
på
boende
Krav
på
boende
Förlängd
helgresa
Förlängd
helgresa
Förlängd
helgresa
Kostnad
Kostnad
Kostnad

37. Search volume GIT
0
10 000
20 000
30 000
40 000
50 000
60 000
70 000
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Jan
2020
Feb
2020
Mar
2020
Apr
2020
May
2020
Jun
2020
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Sep
2021
Oct
2021
Nov
2021
Dec
2021
Jan
2022
Feb
2022
Mar
2022
Apr
2022
May
2022
Jun
202
Jul
2022
Åland Ahvenanmaa

38. 0
500
1 000
1 500
2 000
2 500
3 000
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Jan
2020
Feb
2020
Mar
2020
Apr
2020
May
2020
Jun
2020
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Sep
2021
Oct
2021
Nov
2021
Dec
2021
Jan
2022
Feb
2022
Mar
2022
Apr
2022
May
2022
Jun
202
Jul
2022
Aug
2022
Ahvenanmaa & Vaellusreitit Ahvenanmaa & Frisbeegolf Ahvenanmaa & Pyöräillen Ahvenamaa & golf
Search volume in Finland

39. 0
5 000
10 000
15 000
20 000
0
750
1 500
2 250
3 000
Jul
2020
Aug
2020
Sep
2020
Oct
2020
Nov
2020
Dec
2020
Jan
2021
Feb
2021
Mar
2021
Apr
2021
May
2021
Jun
2021
Jul
2021
Aug
2021
Search volym Åland discgolf Played rounds at Åland
14 839
18 727
17 225
13 553
8 575
5 136
1 621
2 722
2 338
2 977
5 774
8 636
13 530
13 520
660
2 110
1 600
1 270
600
350
110
190
120
200
170
330
500
1 270
660
2 110
1 600
1 270
600
350
110
190
120
200
170
330
500
1 270
Played rounds at Åland
*)
*) Not a completed month
Source: Google Key Word, Discgolf counters
130 000 played rounds the first 14 months
11 500 searched Åland+discgolf since may 2020

40. How to create the ultimate disc golf destination in the world
- MatsAdamczak 2.10.2021
Data driven marketing

41. •Action group
•Private sector
•Task reason
•Travel
The pandemic starts

42. •Action meeting 14.4.2020
•Covid safe
•Outdoor
•Reason to visit Åland
•”Disc golf” was the solution
The idea is born

43. Research
•Disc golf grows during covid
•Finnish research
•91% free to play courses

44. Word of Mouth
•Story building instead of story telling
•Sell to people who wants your product
•Gigantic disc golf park
•Should help the local tourist companies

45. Supplier to the project
”At
fi
rst when I was asked if we could make 16
courses, I needed to double check we’re talking
courses and not holes. No one ever had asked such
a thing”
- CEO Juho Rantalaiho

46. Press conference
12.5.2020
Prime Minister
Veronica Törnroos
Consul General
Claes Hammar
Chairman FPÅ
Mats Adamczak
Minister of Trade and Industry
Fredrik Karlström
Speaker of Parliament
Roger Nordlund

47. Building the courses
•3-5 months to build one course
•10 courses built in 2.5 months
•2 500 hours in 2 months

50. 25 July 2020
•11 courses opened in 7 hours
•The helicopter
•Most courses per capita in the World
•Most courses per land area

51. Finlands äldsta bana
Europas 4:e äldsta
Europas 6:e populäraste
Åland Disc Golf Island
4 slutarbeten
1 doktorsavhandling
Årets idrottsbragd 2020
i Finland

52. Tampere 4 nights * 4
Helsinki 4 nights *6 Turku 4 nights *4
Tampere 6 nights *11 Stockholm 3 nights *6
Esbo 11 nights *5

53. På 6 månader hade 26% av ålänningarna spelat discgolf [ÅSUB 2020]
På 18 månader så kände 28% av Finlands befolkning till satsningen [Norstat]
På 18 månader så har disc golfen bidragit 1,4 miljoner euro till åländska BNP
Statistik

54. 130 000 rounds played
6 million throws made
45 766 hours were spend on the courses
11% Åland people plays once/week - [May 2021]
38% 2-3 days a week, 33% 4+ days a week [Sep 2021]
July 2020-August 2021

55. Discgolfens framtid…
Vi förbättrar folkhälsan (spontanidrotten)
Vi förlänger turistsäsongen (april-september)
Vi utökar övernattningarna från 1,2 nätter till 3,7 nätter
Vi kan bli första åländska idrotten som blir ett nations förbund

56. 2022 2023 2024
One of 1 450 B-tier or better Disc Golf tournaments
In the world
One of 26 tournaments.
”Silver-series”
One of 6 tournaments
”Major”