Today's vacation travel customer is increasingly invisible to hotels, resorts, cruise lines, and destination marketers. Tom Martin, http://conversedigital.com takes you through a proven process -- Painless Prospecting -- that leverages the current consumer trend of self-education to help you continue to win business from today's vacation travel buyer. Presented at the First Annual Turks & Caicos Social Business Symposium, Tom's presentation is adapted from his new book, The Invisible Sale (http://www.TheInvisibleSale.com) and showed Turks & Caicos businesses how to leverage the power of Propinquity, social media, content marketing and social recon (audience profiling) to find, market to and convert self educating invisible vacation travel buyers.

1. @TomMartin
Winning The Battle
for the Invisible Traveler

2. For now, let me just say that a strategic inflection point
is a time in the life of the business when its fundamentals
are about to change.
!
They are full-scale changes in the way business is conducted,
so that simply adopting new technology or fighting the
competition as you used to may be insufficient.
- Andy Grove
‘‘
’’
@TomMartin

3. Self
Educating
Travelers@TomMartin

4. your buyer is invisible
@TomMartin

5. your buyer is invisible
@TomMartin

6. 70%
Google
of Americans say they look at product reviews
BEFORE making a purchase
@TomMartin

7. 38
Expedia Media Solutions Study
websites visited before purchasing a vacation package
@TomMartin

8. @TomMartin Expedia Media Solutions Study

9. @TomMartin Expedia Media Solutions Study

10. 50%
Destination Hotels & Resorts: State of the Meeting Industry 2013
of Meeting Planners cite social media as
an integral part of planning process
@TomMartin

11. @TomMartin

12. by Halans
Getting Started
@TomMartin

13. @TomMartin

14. @TomMartin
T.O.M.P.Top of Mind Preference

15. The greater physical (or psychological)
proximity between people, the greater the
chance that they will form friendships or
romantic relationships.
@TomMartin
PROPINQUITY

16. @TomMartin

17. PROPINQUITY
@TomMartin
WEB CONTENT!
SOCIAL MEDIA!
TRADITIONAL MARKETING!

18. Aware >> Know >> Like >> BUY
@TomMartin
PROPINQUITY

19. Where do they turn for
information and assistance?
Propinquity Points
@TomMartin

21. Copyright
©
2010
Converse
Digital,
LLC
Interests
Lifestyle
Demographic
• Craft Cocktails / Mixology
• Gourmet Food
• Dining
• Nights Out
• Photographs
• Food Porn
• Cocktail Porn
• Photos everywhere!
• Highly social
• Experiment and discover
• In a relationship with smart
phone
• Active on social media
• Instagram / Photo friendly
• 73% male
• Caucasian
• Live in city environment
• Live in Texas, NY, IL, PA, CA, UK.
• Works in service / hospitality or media
communications
• Unlikely to have children
• Less likely to be in
relationship
• 30 - 44 years old
!
• Very knowledgeable in food, drink,
and consumables.
• Good chance they fancy a fine cigar
• Rocky Patel
• Art
• Foodie
• Gourmet
• Spends many nights out at
restaurants and bars
“The Fine Foodie” - Appreciator of Finer Things

22. Copyright
©
2010
Converse
Digital,
LLC
Conversations
Media
• #CraftBeer
• #WhatsForDinner
• Bourbon
• Recipes
• Brunch
• #FoodieChats
• Web content
• Buzzfeed
• Eater
• TastingTable.com
• Thrillist
• Eater
• Yelp
• Television
• Both Anthony Bourdain shows
• A Chef’s Life
• Drinking Made Easy
• Music
• LCD Soundsystem
• The Black Keys
Buffalo Trace
“The Fine Foodie” - Appreciator of Finer Things
• Substitute brands are
• Makers Mark
• Woodford Reserve
• Intricate recipes
• Cocktails if consumed alone
• On the rocks if paired with
meal or cigar
• Go to Bourbon

23. Propinquity Points
@TomMartin

24. The secret to content
creation mastery.
Cornerstones & Cobblestones
@TomMartin

25. Taco Truck Content Strategy
@TomMartin

26. @TomMartin

27. @TomMartin
You Are At War

28. @TomMartin

29. @TomMartin
Google doesn’t get paid when you rank!
only when you buy.!
- @TomMartin!
‘!‘!
’!’!

30. Everyone’s
Site
IsYourSite
@TomMartin

31. Creating
Findable
Content
@TomMartin

32. STOP BEING
AWESOME
@TomMartin

33. @TomMartin Expedia Media Solutions Study

34. Awesome may get shared
but helpful gets bought.
- Tom Martin
‘‘ ’’
@TomMartin

35. Cornerstones & Cobblestones
@TomMartin

36. Content Ecosystem Planning
@TomMartin

37. @TomMartin

38. @TomMartin

39. Social Media Propinquity Points
@TomMartin

40. 43%
Expedia Media Solutions
of travelers will post travel-related content on
social media or write reviews after trip
@TomMartin

41. Social Media Propinquity Points
@TomMartin
Posted Photos Posted Status Update
PostedVideos
Expedia Media Solutions

42. Day After
Marketing
@TomMartin

43. What are you doing today…
!
!
to make your customer talk
about you tomorrow?
@TomMartin

44. @TomMartin
$$$

45. @TomMartin
Collaborate

46. @TomMartin
Barter

47. Tom@ConverseDigital.com
!
TheInvisibleSale.com
!
@TomMartin