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Al Merschen - creating the mediamix

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Presentasjon ved Al Merschen (Myriad Marketing). Plenumssesjon første dag av konferansen "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.

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Al Merschen - creating the mediamix

  1. 1. Creating the Media Mix Presented by
  2. 2. This This presentation presentation will not... will...• Give you every • Educate you on answer basics• Sell you any • Make you want media to learn more• Make you an • Challenge your expert thinking 3
  3. 3. TARGETMARKETS
  4. 4. DISTRIBUTION Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product
  5. 5. www DISTRIBUTION www www Retail Travel InboundConsumer Agent Wholesalers Tour Operator Product www www www www
  6. 6. DISTRIBUTION Inbound Tour Retail Operator Travel Agent ConsumerWholesalers Product 7
  7. 7. What’s Happening to Online Travel Agents Marketing
  8. 8. Proportions of Internet Traffic 9
  9. 9. Travel Search• Google gained 6% market share in travel searches in July over last year – Up to 30.4% total share• Yahoo lost 11% travel search market share from last year• Bing increased by 69% - the most significant increase – Smallest share of travel searches = 3% Source: Hitwise data, hotelmarketing, August 20, 2010 10
  10. 10. Online Usage Trends• 10% use a hotel application on a web- enabled smartphone• 16% read a positive consumer-generated comment about a hotel/motel, which influenced their booking decision• 13% use a social media site to research or plan a trip Source: Deloitte Survey, May 2010 11
  11. 11. Google Maps to add Hotel RatesSource: Talking Travel News, June 2010 12
  12. 12. Online Travel Purchase Process• The average consumer makes 22 visits to travel sites (not necessarily different sites) before buying travel online• 15% don’t know where they’re going when they start planning• 39% don’t know when they will be traveling Source: Meskauskas, Jim. ”6 Keys to Vertical Ad Network Success.” December 17, 2008. Via I-media connection e-newsletter. 13
  13. 13. Mobile 14
  14. 14. Mobile Smartphones in U.S.• 3 in 10 cell phones in the US are smartphones• 19% of which have downloaded a travel- related app - 47% have navigated to a destination using the built-in GPS - 29% have compared airfares or hotel rates - 28% have shared photos about their travel experiences using their smart phone - 18% have booked air travel or lodging Source: Portrait of American Travelers, Ypartnership, June 2010 15
  15. 15. Mobile in Europe • The number of European consumers accessing travel services via smartphones grew by 125% in May 2010 to 9.8 mm • 54% of consumers accessing travel services did so from a smartphone in May 2010 • Trend continuesSource: comScore MobiLens data, August 24, 2010 16
  16. 16. Mobile in Europe • Travel accounts for 47% of total European mobile spend • Consumers expect a website to load in less than four seconds, and in some cases two seconds • Otherwise, 70% will switch to another websiteSource: Akamai Technologies, hotelmarketing.com, November 2010 18 17
  17. 17. Mobile Advertising Engagement • 17-23% of people engage in mobile-advertising • Much higher than for online advertising • ConversionSource: Medialets, bonniercorp.com, August 2010 18
  18. 18. Apple’s iTravel wants to connect to hotel services • The most recent Apple iTravel patent reveals travelers will be able to: – make room reservations – make requests about temperature – lighting – the types of food or beverages to have available • The iPhone could act as a room key and as a remote control for things like A/V devices.Source: U.S. Patent and Trademark Office, via hotelmarketing, August 2010 19
  19. 19. Increase in Virtual Technology• Virtual Reality will have a big impact on travelers in the near future.• Google Googles uses pictures to search the web – Translates menus – Identifies unknown landmarks – Beyond GPS Source: Nigel Poclington, VP Global Marketing and Strategy, Expedia, via hotelmarketing.com 20
  20. 20. Social Networks
  21. 21. Older Americans Social Networking• More than 25% of Americans 50+ use social networks• 55+ demographic grew 922% last year alone• 73% say they use it to stay in touch with relatives Source: AARP Report, via hotelmarketing.com June 2010 22
  22. 22. Social Networks• More than 1/3 of EU citizens use a social networking site• The average user has 130 friends• Spends 55 minutes a day on the site Source: European Commission Eurobarometer, October 2010 and Trendwatching, June 2010 23
  23. 23. Facebook FANS Are... • 28% more likely to continue using a brand • 68% are "very likely" to recommend a product • 81% feel a connection to the brandSource: Syncapse Study, via Adage.com June 2010 24
  24. 24. “TripAdvisor Trip Friends”• Launched in June 2010• Allows travelers to get advice from their Facebook friends on properties/destinations• Reviews from friends and acquaintances hold more valueSource: Hotelmarketing.com, June 14, 2010 25
  25. 25. 26
  26. 26. TripAdvisor launches private sale site• SniqueAway.com• “The first members-only site where each travel deal is endorsed by the people”• All hotels featured have earned a minimum four- star rating + a minimum 4/5 TripAdvisor rating.Source: Travel Weekly. September 7, 2010 27
  27. 27. Just Launched Facebook Places 28
  28. 28. Just Launched Facebook Places • The ability to pinpoint where users are located and share information • Brands can incorporate check-ins on their fan pages • Can monitor which fans have visited a location or propertySource: tnooz August 19, 2010 29
  29. 29. Other Social Networks• Twitter: 100 million+ users, with 50 million tweets sent each day• LinkedIn: over 65 million members• Foursquare: has one million users Source: Trendwatching, June 2010 30
  30. 30. Twitter 31
  31. 31. • 71% of tweets are ignored• 6% got retweeted – 92% of retweets occur within the first hour• 23% got an @reply – Of those, 85% only got one reply – 96.9% of @replies are posted within the first hour of the original tweet Source: CNN, October 12, 2010 32
  32. 32. 33
  33. 33. Four Square• Location-based social network (Like new Facebook Places)• Earn points and badges for location check-ins• Links to your Twitter and Facebook accounts• Get tips/to-dos at locations• Brands can offer deals/incentives for coming to a location 34
  34. 34. Flowtown• Platform that businesses use to connect with their customers everywhere in the social web• Make sense of online data and turns it into meaningful output in the form of stronger business relationship 35
  35. 35. What Can Flowtown do? 36
  36. 36. Social Media Users Follow Only 5 Brands “Like” on Facebook, “Follow” on Twitter or subscribe to an RSS feed:• More and more people include brands in their lists of friends and follows• 77% of users said they followed a brand for free products or discounts 53%• Users follow 5 Brands consistantly• 58% will stop following a company if it acts irresponsibly 1-5 None• OR...over-communicates with them 10+ 6-9 Source: 2010 Cone Consumer New Media Study, November 2010 37
  37. 37. Online Video
  38. 38. 32% of travelers watch travel-related videos when researching hotels onlineSource: Forrester Research, Q1 2010 39
  39. 39. Viral Video: Evian Roller Babies• Currently received 100 million+ total views• Started online and evolved into TV commercials• Lets take a look 40
  40. 40. What’s Happening to The Reality Travel Agents
  41. 41. On line Spend Growing• Comprised 12.6% of total advertising spend in 2009• Expected to grow to 13.9% at the end of 2010• 15.4% in 2011... Source: ZenithOptimedia 42
  42. 42. Average CTR• Benchmarking CTR for online campaigns is becoming more difficult due to large variations in results dependent upon several factors• The average CTR is usually around 0.1%• When it comes to Travel... Source: DoubleClick Benchmarks Report: Year in Review 2009 43
  43. 43. CTR by Industry Source: DoubleClick Benchmarks Report: Year in Review 2009 44
  44. 44. Source: DoubleClick Benchmarks Report: Year in Review 2009 45
  45. 45. Case Study - Best Job in the World 46
  46. 46. Case Study - Best Job in the World • Objective: Create international awareness of the islands of the Great Barrier Reef • Winner awarded a 6 month paid job as the caretaker of the islands • 100 Million hits • Received over 34,000 applicants 47
  47. 47. Case Study - Best Job in the World• Spend was approx. 1 Million USD• Result for direct increase in visitation...• Nothing! 48
  48. 48. What’s Happening toAdvertising Balance Travel Agents
  49. 49. The Credibility Continuum Have a great deal of confidence in… Travel guidebooks (57) Company/ destination site (46) Brochures (39) Family/friend Facebook/Twitter (19)recommendations (81) Online travel agent (54) Travel agent (46) Blogs (33) YouTube (14) Online advisory site (53) Media coverage (43) Travel advertising (27) Source: Portrait of American Travelers, Ypartnership, June 2010 50
  50. 50. Advertising Spending Sources: DMA’s Power of Direct Marketing/ Ad Age Apr 2010 51
  51. 51. Direct Mail
  52. 52. Direct Marketing Ad Spending Up 2010 will mark the 5th year in which direct marketing has more than 1/2 of all advertising spent nationwide, with sales growing at 3.5%. Source: DMA’s Power of Direct Marketing Report, Dec 2009 53
  53. 53. What’s Happening to Publications Travel Agents
  54. 54. Guidebooks on Amazon• How to Use an Ipad: 11 books• Two have Kindle editions• Other publications available 55
  55. 55. Guidebooks searches on AmazonNorway: 94 guidebooks 56
  56. 56. Power of MagazinesDuring the 12-year life ofGoogle to date, Magazinereadership has actuallyincreased 11% Source: Power of Print Campaign 2010 57
  57. 57. Power of Magazines• The Internet is exhilarating... Magazines are enveloping.• The Internet grabs you... Magazines embrace you.• The Internet is impulsive... Magazines are immersive. Source: Power of Print Campaign 2010 58
  58. 58. We surf the Internet.We swim in magazines. 59
  59. 59. Magazine Readership Continues to GrowThe  average  reader  spends  43  minutes  reading   each  issue  of  a  magazine.   Source: Bonnier Corp, MRI, Spring 2010 60
  60. 60. Broadcast TV
  61. 61. Benefits of Broadcast TV• Reaches a large audience in a short period of time• Allows you to be creative with your message by utilizing sight, sound and motion• Opportunity to attach a personality to your business 62
  62. 62. TV Viewership • The average American watches 35:34 (hours/minutes) of TV per week • Kids aged 2-11 watch 25:48 (hours/ minutes) of live TV per week • Adults over 65 watch 48:54 (hours/ minutes) of TV per weekSource: The Nielsen Company 63
  63. 63. Broadcast can beTruly Memorable
  64. 64. Outdoor
  65. 65. Outdoor• Spend grew to $1.9 billion in the second quarter• Billboards, Bus Posters, Outdoor, Subway Posters,Automobile Wraps, ATM Advertising, ElevatorAdvertising, Blimps• And More! 66
  66. 66. Case Study - Club Med 67
  67. 67. Case Study - Club Med - NYC • Purpose: Keep Club Med resorts on the mind of consumers during months when people plan vacations • Media Buy: King Size Bus, Posters and Subway Brand • Call volume in NY rose 20% in the first 6 weeks • Sales rose over 25%Source: CBS Outdoor 68
  68. 68. Radio
  69. 69. Radio Audience Still Growing • More than 239 million persons ages 12 or older interact with the medium at least once a week • Four million more than radio’s weekly audience in 2008 • Network radio reaches more than 88% of adults 18 to 34, a 3% increase from the previous yearSource: Arbitron’s new RADAR 106 report 70
  70. 70. Integrated Media
  71. 71. Sherman’s TravelOnline site evolved into a travel magazine 72
  72. 72. Microsoft TagsScan Tags from your mobile phonefor instant access to information,websites, videos, reviews, and more 73
  73. 73. • Use Traditional Media• 2010• $500 Million 74
  74. 74. I know half my advertising works...I just don’t know which half 75
  75. 75. TheComplete Travel Experience
  76. 76. Anticipate & Echo
  77. 77. ANTICIPATION
  78. 78. TRAVEL
  79. 79. ECHO
  80. 80. Anticipate & Echo
  81. 81. ROI
  82. 82. Keep In Balance! 83
  83. 83. TAKK
  84. 84. Al Merschenal@myriadmarketing.com 310 545 4200www.myriadmarketing.com

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