s&m2012 budget ppt - revised
DESCRIPTION
a presentation slide from Sales and marketingTRANSCRIPT
GROUP S&M 2012
Non-Traditional S&M Channels
Traditional S&M Channels
Occupancy & Revenue
TRADITIONAL SALES CHANNELS
Outbound DMC & TO
Inbound DMC & TO, corporate clients
Inbound TO with strong online presence, corporate
clients
Retails, travel desk, concierge
• Level 3 rate• Low volume, allotment• High sales expense• 12-24 months
• Level 1 rate• High volume, allotment• Low sales expense• 6-24 months
• Level 2, promo rates• Low volume per TO, allotment• Low sales expense• 0-6 months
• Level 2, promotional rates, commissions• Low-medium volume• Low sales expense excluding rental• 0-1 month
NON-TRADITIONAL SALES CHANNELS
Website via Email
Website via Synxis
Online Travel Agencies
GDS & Synxis
• Packages, parity• Low-medium volume• Zero fees• 0-3 months
• Level 4 rates, BAR, parity• Low-medium volume• Low connection fees• 0-3 months
• Level 4, BAR, parity• Low-medium volume• 10%-20% commission/booking• 0-3 months
• Level 4, BAR, parity• Low connection fees• 0-3 months
MARKETING SUPPORTING MECHANISM
SalesStrategies
Media publicity
A&P collateral
Apple Tree dBase
Inbound marketing
Outbound marketing
Revenue management
REVENUE MANAGEMENT
InventoryReservation
supply unsold inventory
Sales (Revenue)
reviews rates parity and
push out on GDS, OTA
OTA, Last Minute
Promotions, eMarketing,
Media PR
Sales
OUTBOUND MARKETING
Sales
Website
CRM (eblast)
Search Engines
Inve
ntor
y
Homepage via Email
GDSHomepage
OTA
Agoda 48 Languages
Booking.com Affiliated to 5,000 OTA
Expedia
iViVu Wotif Network
E-BOOKING/MARKETING PLATFORM
GDS AS MARKETING TOOL
THE SOCIAL LANDSCAPE EXPLAINED
INEFFECTIVE AVERAGE EFFECTIVE
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Website
Communicate products/services/promot
ionsAwareness Via inbound marketing
and CRM Keywords/Meta Tags
CRM
From us to client ATG Database Excitement of messages Picture format
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Search Engine
SERP Keywords Moderate traffic In compliance with search engines
SERP Keywords Moderate traffic In compliance with search engines
SERP Keywords High traffic In compliance with search engines
INBOUND MARKETING
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Relationship & Engagement
Rich media, high traffic Awareness Posting events Well indexed links, low recall
Short message, high traffic 140 Characters Traffic via mobile devise.
Re-direction limitedIn compliance with
search engines
B2B social media Awareness B2B In compliance with search engines
Rich media, high traffic AwarenessLeveraging on events,
activities listed on Google+
In compliance with search engines
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Review & Discussion
Property pages Endorsement Via travel forums In compliance with search engines
No property/business links Travel forums Via travel forums No links allowed
Property pages Travel forums Via travel forums No links allowed
No property/business links Travel forums No links allowed No links allowed
Property pages Travel forums No links allowed No links allowed
No property/business links Travel forums Via travel forums No links allowed
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Blog & Publishing
Useful, relevant & interesting information Articles Useful, relevant &
interesting informationIn compliance with
search engines
Useful, relevant & interesting information Articles Useful, relevant &
interesting informationIn compliance with
search engines
Media material and publishing sharing Articles Useful, relevant &
interesting informationIn compliance with
search engines
Useful, relevant & interesting information Articles Useful, relevant &
interesting informationIn compliance with
search engines
Useful, relevant & interesting information
to entice pick-upArticles Useful, relevant &
interesting informationIn compliance with
search engines
Useful, relevant & interesting information Articles Useful, relevant &
interesting informationIn compliance with
search engines
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Sharing
Video upload Video Links allowed In compliance with search engines
Images Images Links allowed In compliance with search engines
Video upload Video Links allowed In compliance with search engines
Location sharing Awareness Links allowed In compliance with search engines
Upload video Video Links allowed In compliance with search engines
Upload presentation Slides Links allowed In compliance with search engines
Website/Channel Interaction Brand Exposure Generating Traffic SEO
Bookmark & News sharing
User determined Linked to user High traffic In compliance with search engines
User determined Linked to new Moderate traffic Partial compliance with search engines
User determined Linked to user Moderate traffic Partial compliance with search engines
User determined Linked to user Low traffic Partial compliance with search engines
INBOUND & OUTBOUND MARKETING DAILY ACTION PLANS
Worldwide awareness supporting traditional and non-traditional sales
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri
Website
Daily audit of website content and functionality. Daily audit of website content and functionality.
CRM
In conjunction with property tactical and media publicity. In conjunction with property tactical and media publicity.
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Search Engine
Monitor SERP Monitor SERP
Optimization on search engine. Optimization on search engine.
Optimization on search engine. Optimization on search engine.
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Relationship &
Engagement
Quiz/Poll about the Property/ products
Menu/Chef’s Special
Destination Promotion DestinationQuiz/Poll about the Property/ products
Menu/Chef’s Special
Destination Promotion Promotion
Quiz/Poll about the Property/ products
Menu/Chef’s Special
Destination Promotion DestinationQuiz/Poll about the Property/ products
Menu/Chef’s Special
Destination Promotion Promotion
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Quiz/Poll about the Property/ products
Menu/Chef’s Special
Destination Promotion DestinationQuiz/Poll about the Property/ products
Menu/Chef’s Special Destination Promotion Promotion
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Review and
Discussion
Review
Review
Daily update NA
Daily update NA
Daily update NA
Daily update NA
Daily update NA
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Blog & Publishing
Update 1st
and 3rd week
Update
every 2nd & 4th week
Update Update
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Update 1st
and 3rd week
Update
every 2nd & 4th week
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Update 1st
and 3rd week
Update
every 2nd & 4th week
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Sharing
Create
montage & submit
Create
montage & submit
Update Update
Create
montage & submit
Create
montage & submit
Update Update
Create
montage & submit
Update Update
Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Bookmark & News sharing
Submit 2 links Submit 2
linksSubmit 2
links Submit 2 links
Submit 2 links Submit 2
links
Submit 2 links Submit 2
links
Submit 2 links Submit 2
links
MEDIA PUBLICITY
Sales
Brand Stories
Print & Online
B2B
Coincide with Contracting Period
Inbound Travel Magazines
6-24 Months
Outbound Travel Magazines
9-24 Months
B2C
Coincide with travel making decisions
Consumer magazines
3-12 Months
Tactical Provided by Property
Online
B2B
Follow forecast
Inbound Travel magazines
0-6 Months
Outbound Travel magazines
3-6 Months
B2C
Follow Forecast
Consumer magazines
1-3 Months
Discussion