motivation and sales – keith mcdermott, brilliant ... · please select your presentation below...
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Listening to Visitors - Jenny Lambie, Lambie Gilchrist Consultancy
Motivation and Sales – Keith McDermott, Brilliant RedBrilliant Red
Growing your Business – Doug McKenzie, Forth Ports PLC (removed by request)
The Festival City – Faith Liddell, Festivals Edinburgh g
Jenny Lambie FIH, FCIPD
YOUR CUSTOMERS AND VISITORS ARE TALKINGVISITORS ARE TALKING
Are you Listening ?
collect feedback
WHY Bother?
1 Fi i l t i dit h1. Financial tsunami, credit crunch2. They might know something we don’t2. They might know something we don t3. Increase loyalty4. Ideas, innovation and creativity5. They might have something really5. They might have something really
positive to tell us
6. Everyone is at it
Everyone is at itEveryone is at it…
1. Financial tsunami, credit crunch,2. They might know something we don’t3. Increase loyalty4 Ideas innovation and creativity4. Ideas, innovation and creativity5. They might have something really positive to tell us6. Everyone is at it
7. They don’t always tell us
They don’t always tell us
Why is that? Why do they leave it too late sometimes when we can’t do anything about it. Why leave and write in after..about it. Why leave and write in after..
Think of a recent occasion where you haveThink of a recent occasion where you have for some reason been disappointed with a product or serviceproduct or service.
Did you say something at the time?
Lack of timeDon’t want to make a fussNo one askedNo one askedEmbarrassedNo one to complain toFear of retributionFear of retributionYou weren’t payingY d ’t k h tYou don’t know how toNot his or her ‘fault’They might think you are ‘at it’You didn’t think it would really make aYou didn t think it would really make a difference
What could a business do to encourage you t i f db k ?to give more feedback ?
Why Bother…….y
1. Financial tsunami, credit crunch2. They might know something we don’t2. They might know something we don t3. Increase loyalty4. Ideas, innovation and creativity5 Th i ht h thi ll iti t t ll5. They might have something really positive to tell us6. Everyone is at it7. They don’t always tell us
8. But they might tell someone lelse…..
NOWISMNOWISMREAL TIME REVIEWS
Th WWWThe WWW.Tripadvisor - 30+ million site visitors monthlyTripadvisor 30+ million site visitors monthly
2/3rd of visitors use the Internet before booking (VS)59% use Tripadvisor (VS)59% use Tripadvisor (VS)56% avoided a particular company after reading bad reviewsreviewsYouTube – 13 hrs of video uploaded every minute!And it is the second largest search engine outsideAnd it is the second largest search engine outside GoogleFacebook is currently adding 700,000 new users a dayy g , yTwitter has been adding new users at a rate of 8 million a month
WHY Bother?????1. Financial tsunami, credit crunch2. They might know something we don’t3. Increase loyalty4. Ideas, innovation and creativity5. They might have something really positive to tell us5. They might have something really positive to tell us6. Everyone is at it7. They don’t always tell us8 B t th i ht t ll l8. But they might tell someone else
9. Save or make us moneyy
What are you doing to listen to your customers?
How much feedback do you get?y g
As a % of visitor numbers footfall coversAs a % of visitor numbers, footfall, covers, occupancy
With what you have collected what do you do with it?
Feedback & the opportunitiesFeedback & the opportunities…On line reviewWebsite Website
Pre-visit
On-line review sites
On-line
LettersWebsite visitors’ book
Website visitors’ book
WelcomeOnce theyleave
Comment Cards
surveys
Review sites/blogs Questions
Staff Contact
Till & Cheerio
Comment Cards
Comment
Electronic Devices
AccessP i t
Comment Cards
Questions
Verbal comments
Visitors Points Comment Cards
QuestionsVisitors Book
Posters
A? B? C? D? E?
95%
80%
100%
50%
30%40%
60%
30%
10% 5%20%
40%
0%Feedback
Alert staff of the findings BAlert staff of the findings BMake decisions using this insight CDeploy and improve DInform customers of the change E
Listening to Visitors Workshop
What do you currently collect and why?What do you currently collect and why?Who is doing it extremely well?What ideas are there other than the one you already use?you already use?What should you do with feedback you have?Area Benefits to EdinburghArea Benefits to EdinburghAction Plan
FREE
Workshop
25th February, 2010.
Dovecot Studios,10 I fi St t10, Infirmary Street,Edinburgh.g
Workshop will run from 10am until 1pm withWorkshop will run from 10am until 1pm with a light lunch
After one month you will receive a telephoneAfter one month you will receive a telephone call to follow up and offer support and on 30th J 2010 tt d f t h t30th June, 2010, attend for two hours to share good practise with half of the original group.
Listening to Visitors Workshop
h k f Thank you for listening
Home
ETAG Conference 2010
The Festival City:Making the most of it!
27th January: Faith Liddell
Making the most of it!
Ja ua y: a t dde
IntroductionIntroduction
Festivals Edinburgh: Our missionFestivals Edinburgh: Our mission
‐ Act on behalf of and represent the pcollective strengths of the Edinburgh Festivals
‐ Develop and deliver collaborative projects and initiatives which support growth, product development, leadership and audiences
‐ Help to sustain the Festivals and pEdinburgh and Scotland’s pre‐eminence as the world’s leading Festival destination
MarketingMarketing
Umbrella Communications Brand
f h
Campaigns to drive acquisition
Long‐term initiatives for growth
P i i l
•A content‐driven strategy
Principles
A content‐driven strategy•Campaigns that fit decision‐making journeymaking journey•Transactions to Relationships•Product Development for tradeProduct Development for trade and broadcast•AdditionalityAdditionality
Year round PR activity in all markets
Website and Digital Marketing
Strategic Partnerships with VisitScotland and DEMA
INTERNATIONAL
• PR/networking events in key
NATIONAL
• National Media Partner
Di it l M k ti
SCOTTISH
• STV
i i l k i A i ievents in key markets
• Digital Marketing A ti it
• Digital Marketing Activity
• PR/networking events in k
• Digital Marketing Activity
• PRActivity key cities
• Co‐branded VS campaign in N England
2010+: Broadcast Travel Trade 2012/2014 Opportunities2010+: Broadcast, Travel Trade, 2012/2014 Opportunities
Who are Edinburgh Festival visitors
The Edinburgh Summer Festivals attract a wide range of visitors and city residents and each of the Festivals demonstrate a different profile of visitorsdifferent profile of visitors‐The Military Tattoo, Hogmanay, the Fringe and the Book Festival attract the highest proportion of visitors from outside EdinburghTheMela Science Festival and the Storytelling Festival have the‐The Mela, Science Festival, and the Storytelling Festival have the highest proportions of local residents
41% of visitors to the festivals are from Edinburgh & the Lothians15% of visitors are from elsewhere in Scotland15% of visitors are from elsewhere in Scotland19% of visitors are from the rest of the UK and16% of visitors are from overseas
Festivals Edinburgh Campaigns 2010 (Marketing & PR)
Exploring seasonalisation
d dDiscovery: Science and Kids
Red Carpet: SummerRed Carpet: Summer
Festival Fling: Story and Hogmanayg y g y
Marketing & PR campaigns delivered through:
SE/London campaigns
Joint Broadcast/PR
Content creation
Joint Broadcast/PR
Media Partnerships
Website and Digital
ed a a t e s ps
Territory Events
Support Packaging?
Website & new Ticketing Portal
Website & Ticketing Portal: 2009 results
Web: 106% increase in visits
Most visits: London ‐ 106% up
Edinburgh – 69% up
Gl 355%Glasgow – 355% up
New CRM & Digi Mktg Role from Jan 2010e C & g tg o e o Ja 0 0
2012‐14‐Dates coincide with the August festivals for both events‐Edinburgh Festivals should be the ‘must visit’ companion cultural event to 2012 and a key cultural partners for 20142012 and a key cultural partners for 2014‐Ambitious cross‐festival programming that tunes in with Olympic and Commonwealth themes
Areas of opportunity:‐‘runaways’: those that wish to leave London and holiday elsewherey‐‘regional switchers’ : those that visit somewhere else in the UK instead of London‐‘homestayers’: those that stay at home instead ofhomestayers : those that stay at home instead of holidaying elsewhere‐‘olympians’: those travelling to the UK because of the gamesgames‐‘extenders’: those who come anyway, but stay longer because of the games
SponsorshipSponsorship
New Head of Dev role from Jan 2010
C t t B d d R t il P t hi
Major Partner
Content, Brand and Retail Partnership
How can you get involved?
PRPromotions: Provide prize fund elements forPromotions: Provide prize fund elements for accommodation / restaurants / cafes / visitor attractions
M di i itMedia visits: Provide accommodation / lunches & dinners for incoming media visits
MarketingInclude information on the festivalsInclude information on the festivals in your marketing activities:‐Websites‐Websites‐E‐comms
Travel Trade
Two main strands for implementation in 2010‐11‐ Edinburgh Festivals PassportEdinburgh Festivals Passport‐ Individual Festival engagement
How can you get involved?‐ Include the Edinburgh Festivals Passport within your accommodation
kpackages ‐ Consider packages a 3‐course meal with a Passport for a fixed price‐Work with the individual festivals to create packages around their themes e g Family package promotions in spring (Science & Imaginatethemes – e.g. Family package promotions in spring (Science & Imaginate Festivals)
Thank you
Keith McDermottKeith McDermottKeith McDermottKeith McDermottManaging PartnerManaging Partner
BrilliantBrilliant RedRed ConsultingConsultingBrilliant Brilliant RedRed ConsultingConsulting
Maximise your potentialMaximise your potentialMaximise your potential…..Maximise your potential…..
‘There are three types of company;There are three types of company; those who make things happen, those
h h h h d hwho watch things happen, and those who wonder what on earth happened’
Philip KotlerpMarketing Management
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Communicate, communicate, &Communicate, communicate, &Communicate, communicate, & Communicate, communicate, & then…..communicate againthen…..communicate again
remembering of course that this remembering of course that this gginvolves listening as well as involves listening as well as
talking !talking !talking…..!talking…..!
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Have a Have a processprocess for business for business d l td l tdevelopment……..development……..
Make people Make people accountableaccountable
Make theMake the systemssystems workworkMake the Make the systemssystems workwork
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Understand the importance of Understand the importance of exceptional customer careexceptional customer careexceptional customer care…. exceptional customer care….
and then and then overover deliver!deliver!
Doing it RightDoing it RightDoing it RightDoing it Right
To do it right you need to care…To do it right you need to care…To care you need to understand why you should To care you need to understand why you should y y yy y ycare..care..To understand why you should care you need to To understand why you should care you need to understand your customer…understand your customer…To understand your customer you need to engage in To understand your customer you need to engage in open communication..open communication..Seek feedback & listen … your market is dynamic.Seek feedback & listen … your market is dynamic.
Marketing is a Management Marketing is a Management g gg gProcessProcess
M k ti i b t i i th t h tM k ti i b t i i th t h tMarketing is about giving the customer what Marketing is about giving the customer what theythey wantwantMarketing identifies and anticipatesMarketing identifies and anticipates customercustomerMarketing identifies and anticipates Marketing identifies and anticipates customer customer requirementsrequirementsMarketing is the management of aMarketing is the management of a customercustomerMarketing is the management of a Marketing is the management of a customer customer focusedfocused business mixbusiness mix
Components of the ‘Marketing Components of the ‘Marketing p gp gMix’Mix’
ProductProductPlacePlace and....PromotionPromotionPrice & ProfitPrice & Profit
PEOPLE !Price & ProfitPrice & Profit
The Marketing The Marketing ggEnvironmentEnvironment
technologylegislation
competitors
gy
product
customeri l
price placesuppliers social env.
promotion
economy cultural env.
Characteristics of Characteristics of Marketing led CompaniesMarketing led Companies
Seeks customer Seeks customer satisfactionsatisfactionObtains customer Obtains customer feedbackfeedbackUnderstandsUnderstands customer needscustomer needsAnalysesAnalyses strengths and weaknessesstrengths and weaknessesAnalyses customers & marketsAnalyses customers & marketsyySelects Selects targetstargetsDevelops a Develops a focused focused marketing programmarketing programpp g p gg p gKeeps customer service Keeps customer service focusfocus
Critical Success FactorsCritical Success FactorsCritical Success FactorsCritical Success Factors
Segment your market focusSegment your market focusSegment your market, focus Segment your market, focus and specialise….and specialise….
Why Segment?Why Segment?Why Segment?Why Segment?
To identify groups of To identify groups of customerscustomers with similar with similar needs and to analyse characteristics andneeds and to analyse characteristics andneeds and to analyse characteristics and needs and to analyse characteristics and buying behaviour of these groupsbuying behaviour of these groupsTo To generate informationgenerate information that helps design that helps design gg p gp gmarketing mixes to specifically match marketing mixes to specifically match identified market needsidentified market needsTo establish specific customer specification To establish specific customer specification criteria which criteria which match the needsmatch the needs of a of a
ti l t hil t titi l t hil t tiparticular segment whilst meeting your particular segment whilst meeting your company’s objectivescompany’s objectives
The New Generation….The New Generation….
X v’s Y consumersX v’s Y consumersS i l N t kiS i l N t kiSocial NetworkingSocial Networking
FacebookFacebookTwitterTwitterFlickrFlickr
Viral SpreadViral Spread
Selling to winSelling to winSelling to winSelling to win
B ild b i d l tB ild b i d l tBuild a business development Build a business development funnel funnel
and feed it!and feed it!
Formulating a Sales PlanFormulating a Sales PlanFormulating a Sales PlanFormulating a Sales Planprospects
research
define offeringcommunicate
selldeliver
F llFollow up
sales
H t Wi !!H t Wi !!How to Win !!How to Win !!Focus communication on the customers Focus communication on the customers needs and wantsneeds and wantsM k l t tM k l t tMake regular contactMake regular contactProvide lots of informationProvide lots of informationBecome an advisor to your clients not a Become an advisor to your clients not a salespersonsalespersonE t bli h lit d i t itE t bli h lit d i t itEstablish a personality and communicate it Establish a personality and communicate it to the target client baseto the target client baseCollaborateCollaborateCollaborateCollaboratePromote to reflect seasonality and level out Promote to reflect seasonality and level out demanddemanddemanddemand
How to Win !!How to Win !!How to Win !!How to Win !!
Create Create specialspecial offersoffersPromote to discreet segmentsPromote to discreet segmentsPromote for Promote for repeat businessrepeat businessSeekSeek positive referralpositive referralDevelop a promotional plan/calendar and Develop a promotional plan/calendar and promote promote proactivelyproactively notnot solely reactivelysolely reactivelyIssue press releasesIssue press releasesPromote Promote in associationin association with the trade with the trade bodies/associationsbodies/associationsProvide literature off lineProvide literature off lineHave a presence on lineHave a presence on line
How to Win !!How to Win !!How to Win !!How to Win !!
Train your staff They areTrain your staff They areTrain your staff……. They are Train your staff……. They are one of your most potent one of your most potent promotional toolspromotional toolspromotional toolspromotional tools
FinallyFinallyFinally……Finally……....
You don’t have You don’t have to do thisto do thisto do this, to do this,
survival is not survival is not compulsory.compulsory.
Th kTh kThankyouThankyou Home