al merschen - crm
DESCRIPTION
Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.TRANSCRIPT
CRMPresented by
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Why CRM
It costs six times more money to get a
new client than retain an existing
one.
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This presentation
will not...• Give you every
answer• Sell you any
software• Make you an
expert
This presentation
will...• Educate you on
basics• Make you want
to learn more• Challenge your
thinking
TARGETMARKETS
DISTRIBUTION
Inbound Tour Operator
RetailTravelAgentConsumer Wholesalers Product
DISTRIBUTION
Inbound Tour Operator
RetailTravelAgentConsumer Wholesalers Product
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www
www
www
www
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DISTRIBUTIONInbound
Tour Operator
RetailTravelAgent
Consumer
Wholesalers Product
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ARE YOU IN SALES, MARKETING
OR BOTH
?
CRM
CRM
Client/Contact/Consumer
Reach/Retention/Relationship
Management/Motivation/Marketing
What is CRM?
Recognizing the Long Term Value (LTV) of customer relationships and extending communication beyond advertising and sales promotional messages.
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TARGETMARKETS
DEFINE YOUR
AUDIENCE(S)
Targetography
Demographics
Target Market
Demographics Psychographics
Target Market
Demographics Psychographics
Passions
Target Market
Targeted Affinity Marketing
Demographics Psychographics
Passions
Target Market
PASSION COST
Affinity Focus
= TRAVEL
When is a Customer a Customer?
PROBLEM:Up to 40%
cancellation rate between
reservation and payment.
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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. 30
Reinforce Relationship
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Anticipate Needs
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Reinforce Relationship
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The Oyster Box
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• Classic resort in South Africa.
• Tell us a story about the old Oyster Box
• What’s Old is New
WHEN ARE YOUR PROSPECTS POTENTIAL
?
To Create a Database...You have to ask the
Questions
Case Study: Harrah’s Casino
• When guests check in at Harrah's Casinos, they are given a casino card that acts like a credit card that can be used for access to gaming rooms and machines, the resort spa, restaurants etc.
• The casino gets a real-time history of where the customer is spending his time.
• They can offer rewards or discounts and other promotions based on those patterns.
• Can offer the incentives during the current stay or as an inducement to gain repeat business.
37Source: CRM Buyer
Tracking Customer Behavior
• Learn about customer behavior so as to design offers/product/marketing
• Find the common and the different
• Record everything
38Source: CRM Buyer
WHAT / WHEN ARE YOU TALKING TO YOUR
CLIENTS
?
Americans Bolder Overseas• 59% are more adventurous than they
would be at home• 91% are experimental in their choices of
local cuisine• 76% make an effort to speak the local
language• 58% alter their dress... to appear less
American40Source: TripAdvisor Survey, Hotel News Resource, May 2010
WARNING
WHEN IS APPROPRIATE TO TALK TO YOUR
PROSPECT
?
Itch Cycle
Reach your clients as the “Itch Cycle” begins.
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Start planning your next trip BEFORE current one is over!
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HOW OFTEN WILL YOUR CLIENTS BUY YOUR
PRODUCT
?
Providing a Reward
Coupons• Grand Hyatt gives $150 Hotel Credits to
retain existing customers.• Expedia gives travel coupons of $50
and $100 to retain existing customers.• Ask what they want!
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“Book direct and get a great offer”
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OFFERS
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25% vs.
“4 for 3”
WHAT DOES YOUR CUSTOMER
VALUE
?
Loyalty Programs
Club Med
• With 80 resorts worldwide, Club Med rewards loyal guests with benefits:– complimentary upgrades– private resort transfers – late checkout– boutique and excursion discounts
• Free enrollment
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The Leading Hotels of the World
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Leaders ClubThe Leading Hotels of The World
• Free Nights at the World’s Finest Hotels• Early Check-In / Late Check-Out• Preferential Treatment on a One-Category Upgrade• Special rate privileges• Invitations to Leaders Club events• Access to one-of-a-kind specially created
experiences• A unique welcome gift at each Leading Hotel
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Star AllianceThe Star Alliance network provides a true end-to-end service for frequent flyers to ensure a convenient, smooth and efficient worldwide travel experience.
• Faster and smoother transfers• Frequent flyer programs• Upgrades• Awards• Lounges • Additional rewards of Gold and Silver status
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Star Alliance
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Selling Loyalty
REI
• More than 3.8 million active members • $20: Lifetime membership• Receive special
members-only offers• New members receive
$100 off an REI Adventure trip
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Costco• Over 500 locations• Extremely loyal
members; renew their membership at an 86% renewal rate
• $50 - Business or Gold Star (individual) membership
• $100 - Executive membership (earn 2% annual reward)
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CAN YOU CREATE A SYSTEM?
ON YOUR OWN?
?
Are you sure you know your client (s)?
Not All Vacations Are Created Equal
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Ever took vacation to celebrate a life event.
!65%
Milestone birthday 45%
Milestone anniversary 37
Wedding 35
Family reunion 28
Graduation from high school, college, etc. 19
Retirement 5
Bonus or raise in compensation for my job 5
New job 3
Source: Portrait of American Travelers, Ypartnership, June 2010
Targeting Kids• Children play an active role in
planning vacations in half of all family travel households
• 9 out of 10 have a page posted on Facebook
• 1 out of 4 has visited a blog to seek or preview information about a vacation destination or travel service supplier
62Source: Portrait of American Travelers, Ypartnership, July 2010
Targeting Kids• Over $15 billion a year is spent on
advertising direct to children• 55% of kids are successful at getting their
parents to buy what they want• Developing a
separate website for the kids
• They don’t travel alone
63Source: National Survey, Center for a New American Dream, 2010
What’s the best way to Reach Clients
(and prospective clients) through Social Media
Through Social Media?
Monitoring Your Brand
• Monitoring your brand is the first step to knowing what your customer (or potential customer) thinks:– Facebook– Twitter– Youtube– FourSquare– TripAdvisor– News Feeds– The list goes on...
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Nearly 1/3 of travelers are at least somewhat influenced by comments from people in their online social network when making travel purchase decisions
Effective Facebook Page
• Call To Action • The purpose of your
custom landing tab should always be conversion of visitors to your fans.
• Good practice to remind people about it the “Like” button.
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Effective Facebook Pages
Giving Incentive to “Like” ... and become a “Fan” of yours on Facebook.
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WHAT IS THE BEST WAY TO REACH YOUR
CLIENTS?
?
DOES YOUR TEAM KNOW YOUR PLAN
?
The Complete Travel
Experience
Anticipate & Echo
ANTICIPATION
TRAVEL
ECHO
Anticipate & Echo• Collect data• Develop tools • Think beyond - Think Viral• Create “inch cycle” plan• Monitor results
IS THERE A WAY TO REALLY WIN AT CRM
?
Deliver
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UNDERSTAND YOUR
AUDIENCE(S)
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OPALS
TAKK
