hotel brand building strategy in russian speaking countries!
TRANSCRIPT
Hotel Brand Buildingin Russian speaking
Countries
Anna PopkoFounder&DirectorTravel Image LLC
Brand - is the customerexperience
Your Brand is working when people Your Brand is working when people want to pay for it More than What is want to pay for it More than What is
offered anywhere elseoffered anywhere else
Content Know the Importance of presenting your
Website in Russian. The content should be relevant to what
the Russian travelers want to see at your website
Be informed how to be presented on Russian Digital & Social Media Platforms.
Receive the tutorial related to your company presence on search engines and SEO.
Feel the sense of how to be part of the Russian community via blogs & forums.
Get the understanding of how important is to organize live events for the Russian targeted audience.
Learn the basics of establishing Russian mentality.
Be aware of importance to have Russian speaking staff.
Russian AudienceRussian Audience
Population of former CIS countries- 282 Population of former CIS countries- 282 mln/ 4% of world populationmln/ 4% of world population
English speaking population is around 48 English speaking population is around 48 %%
Russians Traveling for leisure, business, Russians Traveling for leisure, business, healthcare tourism are around 51 million healthcare tourism are around 51 million per year)per year)
Inbound VS Outbound marketing
Blogging- 1-2 appearances per weekBlogging- 1-2 appearances per week
Quality content creation -3-4 hours per weekQuality content creation -3-4 hours per week
Email marketing - 3/4 hours per weekEmail marketing - 3/4 hours per week
E-book once a month- fundamental approach E-book once a month- fundamental approach size would be around 10 pagessize would be around 10 pages
Website + content Own languageOwn language Creative, valuable, quality contentCreative, valuable, quality content Your value propositionYour value proposition Your clientele portraitYour clientele portrait Segmenting & personalizing brand experienceSegmenting & personalizing brand experience Brand & contentBrand & content Social PresenceSocial Presence Differentiating Differentiating Website appearanceWebsite appearance Monitoring on web and social mediaMonitoring on web and social media MeasuringMeasuring Analyzing (ROI)Analyzing (ROI)
Social Media & SEO
Facebook (Ukraine -3,2 millions, Russia - 15 millions)Facebook (Ukraine -3,2 millions, Russia - 15 millions)
LinkedinLinkedin
Vkontakte (Ukraine -27 millions, Russia -43 millions)Vkontakte (Ukraine -27 millions, Russia -43 millions)
Odnoklassniki (Ukraine - 11 millions, Russia - 50 millions)Odnoklassniki (Ukraine - 11 millions, Russia - 50 millions)
Blogging + opinion leaders
IdeasIdeas
OrganisationOrganisation
VoiceVoice
Word choiceWord choice
PresentationsPresentations
Live events WebinarsWebinars
TrainingsTrainings
SeminarsSeminars
Master classesMaster classes
Thematic eventsThematic events
Sponsorship optionsSponsorship options
Brand BuildingBrand Building What works/what does not workWhat works/what does not work
How does you brand look onlineHow does you brand look online
Your value propositionYour value proposition
Your clientele portraitYour clientele portrait
Segmenting & personalizing brand experienceSegmenting & personalizing brand experience
Differentiating Differentiating
Website appearanceWebsite appearance
Monitoring on web and social mediaMonitoring on web and social media
MeasuringMeasuring
Analyzing (ROI)Analyzing (ROI)
Brand + Persona
The CEO - the best marketerThe CEO - the best marketer
Personal posts on social mediaPersonal posts on social media
Focus on value, authenticityFocus on value, authenticity
People make the difference
90 % has to be devoted to people 90 % has to be devoted to people
10 % for marketing budget10 % for marketing budget
Travel Image LLC - your reliable marketing & representative partner
in Russian speaking [email protected]