ทำตลาดเชิงรุกอย่างไร ให้ประสบความสำเร็จ

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โดย Mr. Mark Alan Siegel กรรมการผู้จัดการ บริษัทกอล์ฟ เอเชี่ยน จำกัด จากการสัมมนาการส่งเสริมตลาดนักท่องเที่ยวคุณภาพอเมริกา วันที่ 6-7 มิถุนายน 2554 ณ ห้องเลิศวนาลัยบอลรูม โรงแรมสวิสโซเทล นายเลิศ ปาร์ค กรุงเทพมหานคร

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ทำตลาดเชิงรุกอย่างไร ให้ประสบความสำเร็จ

  1. 1. “Golf In A Kingdom” A Proactive Marketing Case Study Mark Siegel, Managing Director Golfasian Co. Ltd. www.golfasian.com mark@golfasian.comFriday, 17 June 2011
  2. 2. When people think of Thailand, do they think GOLF? Yes and No. Asian golfers associate Thailand with golf, also some Europeans & Australians know.Friday, 17 June 2011
  3. 3. Unfortunately, most Americans do not — and (1) the U.S.A. comprises the largest golf population in the world, (2) the golfers who travel most and spend the most money… Source: Sports Marketing Surveys, 2005Friday, 17 June 2011
  4. 4. International Golf Trips By Country (% of total trips taken) Destination Origin Germany UK France Sweden USA Australia/ N. Zealand 9.1 3.8 4.2 2.2 2.5 Europe - Other NA 11.5 NA NA 6.3 Spain/ Portugal 27.3 46.2 12.5 44.5 12.5 UK 13.6 NA 8.3 11.1 62.5 N. Africa 9.1 11.5 41.7 11.1 0.0 S. Africa 4.5 11.5 8.3 5.6 3.8 Thailand 9.1 3.8 1.7 11.1 3.8 Asia - Other 4.5 1.5 2.5 3.3 2.5 Middle East 9.1 3.8 8.3 5.6 6.3 N. America 13.6 6.2 12.5 5.6 NA Source: IAGTO, Golfasian April 2010Friday, 17 June 2011
  5. 5. Worldwide Golfer Distribution - 7 million golfers in all Europe - 37 million in N. America alone! Source: Sports Marketing Surveys, 2005Friday, 17 June 2011
  6. 6. Number Of US Golf Travelers Per Year Source National Golf Foundation, 2009Friday, 17 June 2011
  7. 7. Spending By Long Haul Golf Tourists Source: KPMG, 2008Friday, 17 June 2011
  8. 8. How To Market To This Group? A single golf course, resort, or tourism initiative cannot effectively promote the IDEA of golf in Thailand worldwide, or even in a target market like the U.S.A.Friday, 17 June 2011
  9. 9. But together… It can be done! Introducing…Friday, 17 June 2011
  10. 10. Golf in a Kingdom: The Thai Golf Experience This collective effort promotes the Thai golf experience in a strategic, comprehensive fashion, sharing costs and benefits, and growing the market pie for all!!!Friday, 17 June 2011
  11. 11. What Is The Thai Golf Experience? The Collection Of Unique Reasons To Golf In ThailandFriday, 17 June 2011
  12. 12. Golf In A Kingdom Culture CoursesBlack Mountain GC Siam CC Resorts Value The Thai Golf Caddies ExperienceChiang Mai Highlands Locations Muang Kaew GC Weather InfrastructureFriday, 17 June 2011
  13. 13. Golf In A Kingdom promotes Thai golf via three key components: • internet marketing • media marketing/PR • on-the-ground & trade show presenceFriday, 17 June 2011
  14. 14. Golf In A Kingdom Status & Accomplishments • Project Initiated June 1, 2009 • TAT, 9 Golf Courses & 8 Resorts • Web Site Online With 16,532 Page Views • Produced Destination Video & Brochure • 1,550 Prospects From 16 Overseas Trips • Dedicated 550+ golf media database • 21 Press Releases, 2 FAM TripsFriday, 17 June 2011
  15. 15. Golf In A Kingdom Participant List Tourism Board: Tourism Authority Of Thailand (TAT), Americas Region Golf Courses: Banyan Golf Club: Hua Hin Black Mountain Golf Club: Hua Hin Chiang Mai Highlands Golf Club, Chiang Mai Loch Palm Golf Club, Phuket Muang Kaew Golf Club, Bangkok Red Mountain Golf Club, Phuket Siam Country Club, Old Course, Pattaya Siam Country Club, Plantation Course, Pattaya Thai Country Club, Bangkok Resorts: Anantara Resort & Spa, Hua Hin Banyan Resort, Hua Hin Hilton Resort, Hua Hin Hilton Resort, Pattaya Hilton Arcadia, Phuket Marriott Resort & Spa, Bangkok Marriott Resort & Spa, Hua Hin Millennium Hilton, BangkokFriday, 17 June 2011
  16. 16. Online: Web Presence www.golfinakingdom.comFriday, 17 June 2011
  17. 17. Press/Media Relations Status • 21 press releases since June 2009 • 2 media FAM conducted (Nov ‘09 & Mar ‘11) • More than 200 placements (re. Golf in a Kingdom, individual member properties and Thai golf travel in general) in 15 months • 330 placements in consumer golf, travel and lifestyle publications; 69 in travel trade publications. • 65-70 percent in North American publications and websitesFriday, 17 June 2011
  18. 18. 2011 Press Releases • January: Thailand Island has Record Arrivals! http://www.golfinakingdom.com/thailand-golf-news-media/thailand- island-has-record-arrivals/ •February: Golf in Thailand Offers Best Value by 29 Percent http://www.golfinakingdom.com/thailand-golf-news-media/golf-in- thailand-offers-the-best-value-by-29-percent/ • March: Major Golf Promotion Kicks Off in Thailand http://www.golfinakingdom.com/thailand-golf-news-media/major-golf- promotion-kicks-off-in-thailand/Friday, 17 June 2011
  19. 19. USA PlacementsFriday, 17 June 2011
  20. 20. USA Placements Golf Week IMG Golfing World Golf Styles World Golf California Golfer Inside Golf Reuters California Golf News ABC News Pacific Northwest Golfer Hemispheres Inside Golf Daily Newspapers LA Daily News GOLF Magazine PGA Magazine Fairways & Greens Golf DigestFriday, 17 June 2011
  21. 21. Golf in a Kingdom Road/Trade Shows Jun 2009: Thai Travel Mart Jun 2010: India Golf Show Jul 2009: Europe Road Show Sep 2010: Thai Travel Mart Sep 2009: ASTA Trade Show Oct 2010: Golf Agent FAM Trip Oct 2009: North America Road Show Nov 2010: International Golf Travel Mart Nov 2009: International Golf Travel Mart Jan 2011: PGA Show Nov 2009: North American Journalist FAM Mar 2011: US & Europe Golf Media FAM Trip Jan 2010: PGA Show Mar 2011: Paris Golf Show Feb 2010: LA Times Travel Show Apr 2011: NEC (UK) Golf Show Mar 2010: US Agent Visit To Thailand Apr 2011: Australia Golf Media FAM Trip April 2010: Australia & NZ Road Show May 2011: UK (NEC) Golf Show May 2010: IAGTO Mid-Year Convention May 2011: IAGTO Mid-Year Convention May 2011: India Agents FAM Trip Jun 2011: Australia Golf Media FAM Trip Aug 2011: Hawaii Road Show Nov 2011: International Golf Travel Mart Jan 2011: PGA Show Mar 2011: IAGTO Asia ConventionFriday, 17 June 2011
  22. 22. Golf In A Kingdom • What Does All This Mean? • Is It Working? • Is It Worth It? ???Friday, 17 June 2011
  23. 23. Impact Of Arrivals (million pax) Spending (billion baht) Year Total Golfers % Total Golfers % 2006 13.8 0.50 3.6 482 40 8.3 2007 14.5 0.45 3.1 530 38 7.2 2008 14.2 0.40 2.8 536 34 6.3 2009 14.2 0.45 3.2 527 39 7.4 2010 15.8 0.55 3.5 535 49 9.2 2011 16.5 0.60 3.7 547 57 10.4 Source: Tourism & Sports Ministry, Golfasian Jan 2011Friday, 17 June 2011
  24. 24. Recommendations & Tips For Promoting To Americans 1. Identify Target Markets → Segment Product/Service 2. Define Your Message → What Are Travellers Needs? 3. Promote Total Experience → Unique Selling Points (Good Golf Not Good Enough) 4. Build Your Brand → Media Coverage, FAM trips 5. Support TAT Initiatives → Trade/Road Shows 6. Be Patient /Allow Time → Long Haul Market Does Not React To Last Minute Deals 7. Build Partnerships → Tour Operators - Hotels - Suppliers Growth For Thailand TourismFriday, 17 June 2011
  25. 25. Golf In A Kingdom The Thai Golf Experience Everyone Is A Winner !! Tiger Woods 4 Time Thailand WinnerFriday, 17 June 2011
  26. 26. Thank You Mark Siegel, Managing Director Golfasian Co. Ltd. www.golfasian.com mark@golfasian.comFriday, 17 June 2011

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