The areas of discussion to be followed by an exercise to put it to work
The two case studies are based on PolyU SHTM conferences/forums. The Brand Forum, which is held be us and the Apac CHRIE conference that will be held here this year. I’ll detail the marketing approach and our direct marketing efforts, which is not One-to-One.
This is a forum held primarily for industry. It is about growing the professionalism of China brand hotels. We probably won’t have as many attendees this year is it is not being held in Mainland. We also haven’t done much marketing on it this year to date.
The key marketing points of this confernce
What marketing methods we use. The key here will be on direct marketing methods.
Examples in Chinese and English
This is all we’ve done so far for this year, as far as I’m award. It was sent as an e-mail and this is the entire website.
The question is how can we apply One-to-One Marketing to our efforts.
Suggestions for changing our focus to One-to-One Marketing. This is preparation for the exercise we’ll do later.
In this case, we are the host this year and we have done a great job of marketing due to the students running this conference.
Background on the conference and I’ll refer to the website for further details and show the marketing approach.
Two newsletters have already been done. Both were sent via e-mail. This tell the story. We had more submissions for papers for this conference than the annual ICHRIE conference in the USA.
What Mainland China really looks like today.
Two well known social networking sites and how you can use them. Linkedin shows the graduate conference, which began with a little over a 100 attendees begin approached and now has more than 300 followers. Twitter is another method to keep potential attendees up to date on the status of a conference preparation for potential attendees and those already registered (upselling might be the key in that case).
No, guess who is on Facebook? My Mom, her generation is the fastest growing Facebook users. So, it isn’t just about Gen X and Y.
Facebook is a little different from the others in that you “Like” a page, but it doesn’t send you messages, you have to go to it.
Evaluating the most effect social media available today. Does this hold true for Asia? What about Korea?
APP’s is another marketing tool both during, but also prior to the conference to prompt the conference and it’s various sessions.
You see here how APPs and Web browsers are being used. Note social media with it being nearly 50/50 in terms of how it is accessed, an important point.
Possible social media you can use. This comes from Corbin Ball, who is the real guru of social media and technology for meetings.
What we are striving for today is ways to get new attendees. This are some ideas I’ll detail.
So, how do we put it to work. I believe in systems and what I want to give you is a process to use for developing an effective direct marketing program that is One-to-One in focus.
I’ll briefly highlight each one, then discuss them in more detail.
First, you have to determine what you want to accomplish. Is it making the sale, or getting the immediate registration? Generating future interest such as a “save the date” notice to building database for future marketing? Or, is it focused on getting those who have attended previously to come again, a different approach than just getting a registration.
Who is the target market? I’ll tie this back to the two conferences/forums of SHTM.
Now, you have to establish the plan for the next year or months leading up to the conference. What should be done and when?
Getting to the real point of what will be done in terms of marketing media and how it will be tracked. Tracking can be difficult and should be planned ahead. In our case, we’ll be considering various forms of social media as the DM component(s).
Setting realistic goals as to how many registrations you will receive.
Measuring the ROI of the marketing campaign. How will you judge it’s success. This depends on the objectives, but it should be measurable.
This is the case we will work on. This conference will be held here again next year. It will be organized by our students again, but today we want to help them get more Korean attendees using social media/networking
Here is the background of the conference that was just held recently in Korea.
I’ll go over how to develop a program using the 6 D’s
Summarizing the seminar/workshop and the key points to take away.
The second US President and I share the same birthday, not the same year however. So, I’m particular fond of this statement in relationship to what we discussed today.
Marketing an International
Marketing Development of an International Forum: The One-to-One Approach<br />1<br />David L Jones, Ph.D.<br />Associate Professor <br />Hong Kong Polytechnic University<br />
Key Discussion Points<br />Concept of one-to-one marketing – proactive approach<br />Successful case studies from Polyu<br />What we can do to improve<br />The future of marketing international conferences to gen X and Y<br />Direct marketing process<br />Putting it to work<br />
One-to-One Marketing Approach<br />Building one customer at a time<br />New way to view marketing<br />Individually addressable <br />Two way <br />Inexpensive<br />
Evolution of One-to-One Marketing<br />Information Sharing<br />E-Commerce<br />E-Business<br />One-to-One Marketing<br />Transactions to Relationships<br />
Paradigm Shifts Required<br />Based on share of the customer, not share of the market<br />Differentiate customers, not just products<br />Engaging your customers in dialog<br />
Where Do Types of Media Fit?<br />Broadcast<br />General Website<br />Print Ads –Response Ad<br />Print Ads – Trade Publications<br />Reactive<br />Proactive<br />Personalized Website<br />E-Newsletter<br />Opt-in E-mail Offer<br />Social Networking<br />Personal<br />
Where Do You Want to Be?<br />Broadcast<br />Reactive<br />Proactive<br />Personal<br />
Why Do We Care About One-to-One Marketing?<br />
Benefits of One-to-One Marketing<br />Focus Marketing to Right Customers<br />Market Right Products/Features of Our Product<br />Identify Most Profitable Customers<br />Serve Most Profitable Customers<br />
Benefits of One-to-One Marketing<br />Manage Less Profitable Situations Better<br />Reduce Selling & Marketing Costs<br />Improve Effectiveness of Marketing Communications – Dialog<br />
Case Studies from Hong Kong Polytechnic University<br />International Forum on <br />China Hotel Brand Development<br />&<br />APac CHRIE 2011<br />
International Forum on China Hotel Brand Development<br />13<br />
International Forum on China Hotel Brand Development<br />Mixture of academics and industry<br />Only 20-30% academic<br />500 attendees<br />Rotating locations<br />2008 Guangzhou<br />2009 Nanjing<br />May 31-June 2, 2011 – Hotel ICON<br />
Key Marketing Points<br />Invited speakers from a number of established brands both academic and industry<br />Shangri-la, Starwood, Cornell and Penn State <br />Mix/combination of international and domestic aspects <br />Speakers, topics, Etc. <br />Sessions in English and Chinese<br />Different pricing strategies <br />Working with local and regional hotel associations and government<br />Strong local partner is always important in Mainland China. <br />
Marketing Tools We Use<br />Database of 6,000 plus <br />Academics and industry<br />SHTM publications<br />Partnering with other organizations through website links<br />Promotion at other conferences<br />Direct mail and direct e-mail (most effective)<br />Everything in Chinese and English<br />
Current Promotion – e-mail & Website<br />18<br />
What Could We Do Better to Be More One-to-One Focused?<br />
Using One-to-One Concepts<br />Be More Targeted with the 6,000 Mailing List<br />Opt-in E-mails <br />Know the Preferred Contact Approach<br />Customize the e-Mail Message and Website to Specific Groups<br />– Academics and Industry<br />Measure the Effectiveness of Each Approach<br />Coding of Marketing Materials<br />Determine Which Partner Links Work Best<br />Measure the Links to Our Websites<br />
Asia Pacific Chapter of the International Council of Hotel, Restaurant and Institutional Educators (APac CHRIE) <br /> Academics<br />Asia Pacific Federation meeting<br />Research presentations<br />Industry and academic speakers on key issues<br />Attendees from Asia and all other areas of the world<br />History<br />Started 10 years ago<br />Rotates throughout region<br />This year<br />Hotel ICON – June 2-4<br />Largest number of paper submissions – Nearly 400<br />Organized and run by SHTM students<br />APac CHRIE 2011 Website<br />22<br />
SMS Marketing<br />Greatest strength is immediacy<br />Saying the right thing to the right person at the right time<br />Examples<br />A special offer<br />A time-sensitive promotion<br />Information bulletins<br />Latest news<br />Who might be targeted? <br />
Viral Marketing<br />What is viral marketing?<br />Getting consumers to tell each other about your product, service or website<br />“Tell A friend”<br />Social networking/social media<br />Reaching gen X and gen Y<br />
Social Media in Marketing<br />Social Networking Sites<br />Review Networking Sites<br />
Using SocialNetworking/Media<br />Online social communities<br />Video distribution channels<br />Blogs<br />Podcasts<br />User-generated review sites<br />Corbin Ball 2009<br />
Social Media – New Attendees<br />Advertising<br />Discussion boards for conversation<br />Introductions and information exchange before the conference<br />Interactive session track picks<br />Attendee meet-ups or “tweetups”<br />Real time messaging and response<br />Post show follow-up<br />Corbin Ball 2009<br />
One-to-One Direct Marketing Process<br />How Do You Do It?<br />
Six “D’s” To Successful One-to-One Direct Marketing<br />Decide the Objective<br />Define the Audience<br />Determine the Strategy<br />Develop the Tactics<br />Deliver on the Promise<br />Delight in the Profits<br />
Decide On The Objective<br />Start with a well define objective<br />What do you want the DM program to accomplish?<br />Make a sale – registration<br />Lead generation<br />Retain past attendees/get repeat attendees<br />
Define The Audience<br />Target the market<br />Who are the key individuals in the decision process for attendance?<br />
Determine the Strategy<br />Plan of action to attain the objective<br />Timeframe for the project<br />
Develop The Tactics<br />What DM components are most appropriate?<br />Who will handle the project?<br />Internal<br />External<br />How will the results be tracked?<br />
Deliver On The Promise<br />Set realistic expectations for the project<br />Determine response rates<br />
Delight In The Profits<br />Determine return on investment (ROI)<br />Analyze the cost/benefits<br />Determine success<br />Increased awareness <br />Actual $’s generated <br />Number of leads generated <br />Repeat attendees generated<br />
International Convention Expo Summit (ICES)<br />Putting Our Knowledge to Work<br />46<br />
ICES<br />Annual conference<br />Academics and Industry Professionals<br />Focus is on MICE research and education<br />History<br />Rotates between SHTM, UNLV Singapore and now Hallym University of Graduate Studies<br />Last year – Seoul and Chuncheon<br />Next year – STHM<br />Student organized and run since 2008<br />47<br />
How Do We Use One-to-One Marketing for ICES 2012?<br />48<br />
Summary<br />One-to-One Marketing <br />Addressing potential attendees based on what they need<br />Personal and Proactive<br />SMS and Social Media<br />Key to One-to-One Marketing<br />Direct Marketing – 6 D’s<br />
The Possession of Facts is Knowledge, the Use of Them is Wisdom Thomas Jefferson<br />
To Be Fond Of Learning <br />Is Near To Wisdom<br />Confucius<br />