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RVC 2013: Trading Successes, Closing the Sale
The document discusses strategies for improving Canada's tourism marketing and sales effectiveness, emphasizing the importance of consumer journey stages from awareness to purchase. It highlights the significant influence of retail and travel agents in the decision-making process, particularly at the point of sale, and underscores the need for Canada to maintain its visibility amidst competing destinations. Additionally, it details key account management strategies and partnerships aimed at increasing tourism and enhancing Canada's brand in the global market.
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RVC 2013: Trading Successes, Closing the Sale
- 1. TRADE SUCCESSES: CLOSINGTHE SALE Greg Klassen, Senior Vice President, CTC
- 2. 2 Understanding the Consumer’s Journeyto Canada Are we spending our marketing/sales money in all the right places?
- 3. TO CONVERSION But, WE NEEDTO MOVE TRAVELLERS FROM AWARENESS
- 4.
- 5. TOURISM’S MODEL: OLDTHEORY AWARE OF BRAND ON FUTURE GENERAL LIST ON SERIOUS CONSIDERATION LIST PLANNING A PURCHASE BUY
- 6. FOUR KEY STAGES EXPLORING CANADA ADVOCACY CONSIDERATIONEVALUATION PURCHASEADVOCACY
- 7. ENGAGING TRADE ASA CHANNEL
- 8. 76% of allpurchase decisions are made in-store POPAI 2012 Study (Global Association for Retail Marketing)
- 9. Communications at Point OfSale have a huge influence on consumers and often overturn original brand choice
- 10. Travel is nodifferent
- 11. Canada has veryhigh awareness and consideration but when it comes to purchase stage, we are vulnerable with 41% of consumers considering alternative destinations Source: Insignia Research - Path-to-Purchase Study 2010
- 13. • Retail playsa huge role at point of purchase but also in evaluation and planning. • Tour operators and online booking channels help consumers research prices, stimulate travel ideas, explore trip feasibility and get feedback from other travellers. • Canada’s role here is to keep the conversation on Canada and not alternate destinations.
- 14. • Product anddestination knowledge outranks price as to reasons why clients book their travel through a travel agent rather than online travel agencies or directly though the supplier Source: Ensemble Travel Group Survey 2012
- 15. “Clients of travelagents book more trips, travel longer, and spend more money.” Source: Ensemble Travel Group Survey 2012
- 16. • In 2010,28% of online bookers were interested in using a travel agent for their next trip, a 5% increase from 2008 • Simultaneously, the 53% of leisure travellers that used the Web to book their vacations in 2007 dropped to 46% in 2009 Source: Forrester Research 2010
- 17. Travel trade 100+key accounts Almost 12,000 CSP agents actively selling Canada
- 18. Partnered shows andevents RVC generated nearly $350M in contracts in 2012
- 19. SNAPSHOT: TRAVEL TRAVEEVENTS
- 21.
- 23. KEY ACCOUNT MANAGEMENT SelectionCriteria: • Ability to influence key accounts product/promotions • Product contracts—direct or through receptives • Growth Potential • Collateral and catalogues reflect Canada Brand/EQ • Consideration of SEC program • Leverage CTC marketing, logo, web linkages • Total Volumes to Canada/Percent of overall business to Canada
- 24. KEY ACCOUNT MANAGEMENT SelectionCriteria: • Embrace CSP • Partner Marketing ratio on investment • Brochure pages assigned to Canada • Alignment of Canada priorities • Track and reporting results Top 5 are A accounts, others B and C Total Key Accounts: 200+
- 25.
- 26. CANADIAN SIGNATURE EXPERIENCESEVENTS AROUND THE WORLD
- 27. Canada Shared, CanadaSquared Event 30+ Canadian Signature Experiences Collection introduced to the trade in London Small roundtables with CSE’s and trade Speed dating sessions with UK tour operators, media and CSP’s
- 28. Receptive Tour OperatorPartnerships
- 29. AMBASSADOR CANADA 2011 WorkshopSession @ Sonora Resort 2012 Workshop Session @ CMH Bugaboo Lodge
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Editor's Notes
- #4 Which means we have a challenge to convert this positive awareness into conversion.
- #5 2011 brought a refreshed new look and feel to Brand CanadaUpdates to a new mediaUser Generated ContentA bold look & feel.Bringing back the iconic red & the Mounties… in a modern way.
- #6 Re very quickly recap – he spoke to the fact that the path to purchase is no longer linear and reductive.
- #7 As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase.It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
- #17 The importance of the travel agency in the age of the internet:
- #18 KAM programTravel trade education (CSP)Fam tours
- #19 RVC:in it’s 37th yearuniting 1,500 int’l tourism buyers and sellersMedia marketplaces (Go Media & Canada Media Marketplace)Trade shows:ITB Berlin – 170,000 visitors; reps from 180 countriesWTM – over 47,000 global travel professionals; over $2 billion in contracted business in 2012Business eventsPR events
- #22 Co-locationCo-op marketing programs
- #23 Tour operators world wide have embraced the Canada Signature Experience collection. Here are just two examples from Germany and Korea. And we have many more. Some 70% of all Experiences are retailed by tour operators selling Canada worldwide. And in 2013 and 2014 we will be increasing those numbers as we continue to target our key account programs with partnerships promoting the Collection.
- #26 The Canada Specialist Program is promoted by our offices around the world to our key accounts and travel agents, encouraging our partners to become part of our exclusive Specialist community. This September, Canada will host a Mega Familiarization trip with200 of the best of the best Canada Specialist agents. Arriving into Canada from the four corners of the world, they will experience Canada’s finest coast to coast experiences. The largest Canada fam ever!
- #27 The CSE Collection has been introduced in all our engaged markets throughout the world. Various Experiences, such as Sucrerie de la Montagne, recently visited Mexico and met the local trade thought leaders to help close the sale. A memorable display at India’s Focus, the country’s premiere platform for Canada, attracted unprecedented attention to the Experiences. The Collection differentiates Canada with unique products and “do not miss” experiences that help create a lifetime of memories for travelers. The travel trade has embraced the Collection and is presently retailing many of these Experiences to their customers…resulting in increased sales for our Canadian partners.
- #28 This first ever mega event brought key members of Canada Signature Experiences connection together with over 200 mover and shaker members of the UK travel community. CSE’s provided the core markets with new product positioning to differentiate Canada from its competitive set. CSE reinforces the authentic attributes and appeal of our brand, a key selling tool where competition is fierce. Let’s take a look at the event.
- #29 Receptive tour operators are key partners to bring Canada Signature Experiences to market. Approx 80% of all CSE’s are tariffed by RTO’s who sell to tour operators in all markets – bringing the collection to travelers worldwide.
- #30 Objectives:Provide an opportunity for Canadian Partners to develop meaningful relationships with CTC’s 22 Key Account Clients who purchase and promote Canadian products and experiences;Introduce authentically regional activity and Canadian Signatures Experiences to the programming;Maximize the potential of these relationships and facilitate the synergies that drive business to Canada; Recognize our key accounts’ commitment to selling Canada; andContinue to ensure Canada’s hallmark status in unparalleled hospitality.Featuring CSE:Muskoka, Rockies, Whistler, Nova Scotia, Victoria, Sonora (2011), CMH Bugaboo (2012), Charlevoix (2013)
- #31 Canada’s top international business-to-business marketplaceRVC 2013 is now rivaling the best and the biggest international business marketplaces for quality of showKEY STATS400 buyers from 22 countries at RVC 2013Over 900 delegates from more than 512 organizations will sell Canadian products and servicesAppointment requests: 51,000+ (up approx. 15% over last year of 44,000)NEW INNOVATIONSWe’re proud to introduce a new Mobil App with year-round access to the attendees list and improved communications. We’ve developed a comprehensive strategy for media relations and are pleased with record attendance of 25 travel trade media covering RVC this year—exceeding our target. These media are from both our international markets and, for the first time, from Canada. CTC has designed an exciting “Spirit of Canada” Zone which will visually highlight each province and territory, locate our Canadian Signature Experiences and offer with thumbnail descriptions.We have a refreshed sponsorship package and new sponsors, as well as a renewed focus on improving activation and ensuring great value for investment.