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Cultural Travelling & International Communication Seminar 2011 <ul><li>Developing International Communication  </li></ul><...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Presentation by  </li></ul><ul><li>Jean-Marc Perrot...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Preliminary statement </li></ul>
<ul><li>I don’t know you. </li></ul><ul><li>I don’t know your </li></ul><ul><li>company. </li></ul><ul><li>I don’t know yo...
<ul><li>Well?  </li></ul><ul><li>What was it you wanted to sell me?  </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 1 </li></ul><ul><li>Marketing discipl...
Cultural Travelling & International Communication Seminar 2011 <ul><li>4 Key steps to success </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 1 </li></ul><ul><li>Targeting </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>- Travel Trade Community  </li></ul><ul><li>- Opini...
Cultural Travelling & International Communication Seminar 2011 <ul><li>- Backpackers </li></ul><ul><li>DINKS </li></ul><ul...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Cultural travelling </li></ul><ul><li>obeys the sam...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 2 </li></ul><ul><li>In consequence, m...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 2 </li></ul><ul><li>Getting the picture right ...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Addressing the different target groups  </li></ul><...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Data mining , an obligation. </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>Trust the locals ! </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>Avoid psychological mistakes... </li></ul><ul><li>[...
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 3 </li></ul><ul><li>Rely on proven ba...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 3 </li></ul><ul><li>Planning </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>   Select  the most relevant media </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>   Respect a strict time schedule </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>   Be flexible and stay open  </li></ul><ul><li>to...
Cultural Travelling & International Communication Seminar 2011 <ul><li>   Be consistent  </li></ul><ul><li>in messages an...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 4 </li></ul><ul><li>Optimize communic...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 4 </li></ul><ul><li>Building the future </li><...
Cultural Travelling & International Communication Seminar 2011 <ul><li>At the core of your data base : </li></ul><ul><li>t...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Before  the press trip </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>‘’ The devil is in the details...’’ </li></ul><ul><...
Cultural Travelling & International Communication Seminar 2011 <ul><li>During  the press trip </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>‘’ If anything can go wrong, it will !’’ </li></ul>...
Cultural Travelling & International Communication Seminar 2011 <ul><li>After  the press trip </li></ul>
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011 <ul><li>Conclusion </li></ul>
Cultural Travelling & International Communication Seminar 2011 <ul><li>Most people when they travel  </li></ul><ul><li>are...
Cultural Travelling & International Communication Seminar 2011 <ul><li>I firmly believe that Finland  </li></ul><ul><li>ha...
Cultural Travelling & International Communication Seminar 2011 <ul><li>Questions  </li></ul><ul><li>&  </li></ul><ul><li>A...
Cultural Travelling & International Communication Seminar 2011 <ul><li>I hope these few steps will help you </li></ul><ul>...
Cultural Travelling & International Communication Seminar 2011
Cultural Travelling & International Communication Seminar 2011 <ul><li>Kiitos ! </li></ul>
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Developing International Communication & Cultural Travel Market

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Developing International Communication & Cultural Travel Market

  1. 1. Cultural Travelling & International Communication Seminar 2011 <ul><li>Developing International Communication </li></ul><ul><li>& </li></ul><ul><li>Cultural Travel Market </li></ul>
  2. 2. Cultural Travelling & International Communication Seminar 2011 <ul><li>Presentation by </li></ul><ul><li>Jean-Marc Perrot </li></ul><ul><li>Communication Consultant </li></ul>
  3. 3. Cultural Travelling & International Communication Seminar 2011 <ul><li>Preliminary statement </li></ul>
  4. 4. <ul><li>I don’t know you. </li></ul><ul><li>I don’t know your </li></ul><ul><li>company. </li></ul><ul><li>I don’t know your </li></ul><ul><li>products. </li></ul><ul><li>I don’t know how your company performs. </li></ul><ul><li>I don’t know who your clients are. </li></ul>
  5. 5. <ul><li>Well? </li></ul><ul><li>What was it you wanted to sell me? </li></ul>
  6. 6. Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 1 </li></ul><ul><li>Marketing disciplines can be applied </li></ul><ul><li>to Corporate or Product advertising </li></ul><ul><li>as well as Press or Public Relations </li></ul>
  7. 7. Cultural Travelling & International Communication Seminar 2011 <ul><li>4 Key steps to success </li></ul>
  8. 8. Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 1 </li></ul><ul><li>Targeting </li></ul>
  9. 9. Cultural Travelling & International Communication Seminar 2011 <ul><li>- Travel Trade Community </li></ul><ul><li>- Opinion leaders : journalists / people </li></ul><ul><li>- General Public </li></ul>
  10. 10. Cultural Travelling & International Communication Seminar 2011 <ul><li>- Backpackers </li></ul><ul><li>DINKS </li></ul><ul><li>- Empty Nesters </li></ul>
  11. 11. Cultural Travelling & International Communication Seminar 2011 <ul><li>Cultural travelling </li></ul><ul><li>obeys the same laws. </li></ul><ul><li>Target groups are only smaller </li></ul><ul><li>and expectations are different. </li></ul>
  12. 12. Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 2 </li></ul><ul><li>In consequence, messages are not </li></ul><ul><li>uniques and media choices </li></ul><ul><li>must match this segmented approach. </li></ul><ul><li>This is niche marketing. </li></ul>
  13. 13. Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 2 </li></ul><ul><li>Getting the picture right </li></ul>
  14. 14. Cultural Travelling & International Communication Seminar 2011 <ul><li>Addressing the different target groups </li></ul><ul><li>calls for a thorough knowledge of their </li></ul><ul><li>psychology, travel habits and expectations. </li></ul><ul><li>And this differs by foreign countries. </li></ul>
  15. 15. Cultural Travelling & International Communication Seminar 2011 <ul><li>Data mining , an obligation. </li></ul>
  16. 16. Cultural Travelling & International Communication Seminar 2011 <ul><li>Trust the locals ! </li></ul>
  17. 17. Cultural Travelling & International Communication Seminar 2011 <ul><li>Avoid psychological mistakes... </li></ul><ul><li>[3 examples] </li></ul>
  18. 18. Cultural Travelling & International Communication Seminar 2011
  19. 19. Cultural Travelling & International Communication Seminar 2011
  20. 20. Cultural Travelling & International Communication Seminar 2011
  21. 21. Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 3 </li></ul><ul><li>Rely on proven basic principles: </li></ul><ul><li>U.S.P. (Unique Selling Proposition) </li></ul><ul><li>& </li></ul><ul><li>K.I.S. (Keep It Simple) </li></ul>
  22. 22. Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 3 </li></ul><ul><li>Planning </li></ul>
  23. 23. Cultural Travelling & International Communication Seminar 2011 <ul><li> Select the most relevant media </li></ul>
  24. 24. Cultural Travelling & International Communication Seminar 2011 <ul><li> Respect a strict time schedule </li></ul>
  25. 25. Cultural Travelling & International Communication Seminar 2011 <ul><li> Be flexible and stay open </li></ul><ul><li>to pertinent opportunities </li></ul>
  26. 26. Cultural Travelling & International Communication Seminar 2011 <ul><li> Be consistent </li></ul><ul><li>in messages and in repetition </li></ul>
  27. 27. Cultural Travelling & International Communication Seminar 2011 <ul><li>Observation # 4 </li></ul><ul><li>Optimize communication with </li></ul><ul><li>common sense and home work </li></ul>
  28. 28. Cultural Travelling & International Communication Seminar 2011 <ul><li>Step 4 </li></ul><ul><li>Building the future </li></ul>
  29. 29. Cultural Travelling & International Communication Seminar 2011 <ul><li>At the core of your data base : </li></ul><ul><li>the Loyal Followers. </li></ul>
  30. 30. Cultural Travelling & International Communication Seminar 2011 <ul><li>Before the press trip </li></ul>
  31. 31. Cultural Travelling & International Communication Seminar 2011 <ul><li>‘’ The devil is in the details...’’ </li></ul><ul><li>Mies van der Rohe -Architect </li></ul>
  32. 32. Cultural Travelling & International Communication Seminar 2011 <ul><li>During the press trip </li></ul>
  33. 33. Cultural Travelling & International Communication Seminar 2011 <ul><li>‘’ If anything can go wrong, it will !’’ </li></ul><ul><li>Murphy’s Law </li></ul>
  34. 34. Cultural Travelling & International Communication Seminar 2011 <ul><li>After the press trip </li></ul>
  35. 35. Cultural Travelling & International Communication Seminar 2011
  36. 36. Cultural Travelling & International Communication Seminar 2011 <ul><li>Conclusion </li></ul>
  37. 37. Cultural Travelling & International Communication Seminar 2011 <ul><li>Most people when they travel </li></ul><ul><li>are primarily looking for two things : </li></ul><ul><li>Novelty </li></ul><ul><li>and </li></ul><ul><li>Quality </li></ul>
  38. 38. Cultural Travelling & International Communication Seminar 2011 <ul><li>I firmly believe that Finland </li></ul><ul><li>has both to offer the world! </li></ul>
  39. 39. Cultural Travelling & International Communication Seminar 2011 <ul><li>Questions </li></ul><ul><li>& </li></ul><ul><li>Answers </li></ul>
  40. 40. Cultural Travelling & International Communication Seminar 2011 <ul><li>I hope these few steps will help you </li></ul><ul><li>climb the ladder to success </li></ul><ul><li>...just like this Finnish creation did! </li></ul>
  41. 41. Cultural Travelling & International Communication Seminar 2011
  42. 42. Cultural Travelling & International Communication Seminar 2011 <ul><li>Kiitos ! </li></ul>

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