Strategy Session by E-Tourism Frontiers at the E-Tourism Africa Summit in Cape Town- September 2012

1. Growing Digitally

2. THE FUTURE TRAVELLER
WILL TRAVEL LESS AND
EXPECT MORE...

3. Your Product
• What are you selling?
• What choice do you offer?
• What is your Unique Selling Point (USP)?
• A real challenge for tour operators
• How are you different to the rest?

4. I’m THE BEST!!!!!
No YOU’RE NOT

5. I’m EVERYTHING!!!!!
No YOU’RE NOT

6. All the world in one country

7. CROWDED AND
NOISY

8. In a market controlled by
search and social media it is
too crowded and noisy to
make bland generic statements

11. STRONG UNIQUE
MESSAGING

13. Travelling Types
• Experiencers- Social, Sightseeing, the beaten path, Cultural
tours,VFRs
• Explorers- Adventurers, Specialist Active, Niche, off the
beaten path
• Entertainers- Resorts, package holidays, spas, no stress, not
on the path
• Engagers- Business Travellers,Voluntours, Researchers
• Eventers- Conference, Sport, Festivals

14. Model Clients?
• Are you selling to more than one ‘typical
client’
• Are you using a single marketing technique to
sell to all types of clients?
• Do you offer enough choice to attract a
broad range of clients?
• Can you describe your typical client- or the
one you’d like to have?

15. Profiling
• Where do they live?
• Where do they work?
• How do they have fun?
• What media do they consume?
• What are they likely to be searching for or
talking about and how do they express it?

16. Conversion Points

18. You need a Call to
Action...

19. But what are we calling
them to do?

20. Don’t just focus on
entry... Focus on Exit

21. 3 Means of Conversion

22. (A) BOOKING

23. (B) ENQUIRY

24. (C) REGISTRATION

25. It’s All About
CONNECTIONS

26. Match experiences to
experiencers
Your unique offerings
to your clients

27. SWARM

28. SOCIAL
• Choose the social media channels that
work best for you- not all of them
• Plan and budget to make them a regular
and professional part of your business
• Choose who you will reach via which
channels
• Create and publish the right content for
the right people

29. WEB
• Ensure that your website is properly built
to be integrated with your search and
social presence
• Optimize your search presence
• Think of your site as a conversion point
from social and search
• Realtime and Bookable

30. ACTIVATE
• Create a plan to optimize your online
engagement online
• Focus on content that is liked, commented
on and shared
• Encourage your engaged audience to
become customers and/or ambassadors

31. RESEARCH
• Monitor and Measure your levels of
engagement
• Build on what Works
• Ditch what doesn’t
• USE YOUR ANALYTICS AND INSIGHTS
• Have tools in place to measure conversion

32. MANAGE
• Have an emarketing strategy
• Have a social media policy
• Update, Update, Update
• Budget your resources

33. Sample Strategy
• We are the best value family holiday resort
in our area and we will target families from
Europe before their school vacation period
by promoting a special family offer that includes free
kids activities and spa package, which we will be
promoting through a video testimonial from a
family who recently stayed with us. This will be
posted on our YouTube channel and embedded
on affiliate websites and Facebook, combined
with Facebook ads and some key word ads for
family breaks in our region, all of which will drive
traffic to a special landing page we have created
for bookings.

34. NEED HELP?
Contact Us:
info@e-tourismfrontiers.com

35. THANK YOU