a presentation slide from Sales and marketing

1. Non-Traditional
S&M Channels
Traditional S&M
Channels
Occupancy &
Revenue

2. • Level 3 rate
• Low volume, allotment
Outbound DMC & TO • High sales expense
• 12-24 months
• Level 1 rate
Inbound DMC & • High volume, allotment
TO, corporate clients • Low sales expense
• 6-24 months
Inbound TO with strong • Level 2, promo rates
• Low volume per TO, allotment
online presence, corporate • Low sales expense
clients • 0-6 months
• Level 2, promotional rates, commissions
Retails, travel • Low-medium volume
desk, concierge • Low sales expense excluding rental
• 0-1 month

3. • Packages, parity
• Low-medium volume
Website via Email • Zero fees
• 0-3 months
• Level 4 rates, BAR, parity
• Low-medium volume
Website via Synxis • Low connection fees
• 0-3 months
• Level 4, BAR, parity
Online Travel • Low-medium volume
Agencies • 10%-20% commission/booking
• 0-3 months
• Level 4, BAR, parity
GDS & Synxis • Low connection fees
• 0-3 months

4. Apple Tree
dBase
A&P Inbound
collateral marketing
Media Outbound
publicity marketing
Strategies Sales Revenue
management

5. OTA, Last Minute
Reservation supply unsold Sales (Revenue) reviews rates
Inventory Promotions, eMarketing, Media Sales
inventory parity and push out on GDS, OTA
PR

6. CRM
(eblast)
Search
Website
Engines
Sales

7. Inventory
Homepage via
Agoda 48 Languages
Email
Homepage
Affiliated to 5,000
GDS Booking.com
OTA
OTA
Expedia
iViVu Wotif Network

9. INEFFECTIVE A V E R A G E EFFECTIVE

10. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Website
Communicate
Via inbound marketing
products/services/promo Awareness Keywords/Meta Tags
and CRM
tions
CRM
From us to client ATG Database Excitement of messages Picture format

11. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Search Engine
In compliance with
SERP Keywords Moderate traffic
search engines
In compliance with
SERP Keywords Moderate traffic
search engines
In compliance with
SERP Keywords High traffic
search engines

13. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Relationship &
Engagement
Well indexed links, low
Rich media, high traffic Awareness Posting events
recall
Short message, high Traffic via mobile devise. In compliance with
140 Characters
traffic Re-direction limited search engines
In compliance with
B2B social media Awareness B2B
search engines
Leveraging on events,
In compliance with
Rich media, high traffic Awareness activities listed on
search engines
Google+

14. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Review & Discussion
In compliance with
Property pages Endorsement Via travel forums
search engines
No property/business
Travel forums Via travel forums No links allowed
links
Property pages Travel forums Via travel forums No links allowed
No property/business
Travel forums No links allowed No links allowed
links
Property pages Travel forums No links allowed No links allowed
No property/business
Travel forums Via travel forums No links allowed
links

15. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Blog & Publishing
Useful, relevant & Useful, relevant & In compliance with
Articles
interesting information interesting information search engines
Useful, relevant & Useful, relevant & In compliance with
Articles
interesting information interesting information search engines
Media material and Useful, relevant & In compliance with
Articles
publishing sharing interesting information search engines
Useful, relevant & Useful, relevant & In compliance with
Articles
interesting information interesting information search engines
Useful, relevant &
Useful, relevant & In compliance with
interesting information Articles
interesting information search engines
to entice pick-up
Useful, relevant & Useful, relevant & In compliance with
Articles
interesting information interesting information search engines

16. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Sharing
In compliance with search
Video upload Video Links allowed
engines
In compliance with search
Images Images Links allowed
engines
In compliance with search
Video upload Video Links allowed
engines
In compliance with search
Location sharing Awareness Links allowed
engines
In compliance with search
Upload video Video Links allowed
engines
In compliance with search
Upload presentation Slides Links allowed
engines

17. Website/Channel Interaction Brand Exposure Generating Traffic SEO
Bookmark & News
sharing
In compliance with
User determined Linked to user High traffic
search engines
Partial compliance with
User determined Linked to new Moderate traffic
search engines
Partial compliance with
User determined Linked to user Moderate traffic
search engines
Partial compliance with
User determined Linked to user Low traffic
search engines

18. Worldwide awareness supporting
traditional and non-traditional sales

19. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
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.

20. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
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.

21. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Relationshi
p&
Engagemen
t
Quiz/Poll Quiz/Poll
about the Menu/Chef’ about the Menu/Chef’
Destination Promotion Destination Destination Promotion Promotion
Property/ s Special Property/ s Special
products products
Quiz/Poll Quiz/Poll
about the Menu/Chef’ about the Menu/Chef’
Destination Promotion Destination Destination Promotion Promotion
Property/ s Special Property/ s Special
products products
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Quiz/Poll Quiz/Poll
Menu/Chef’
about the Menu/Chef’ Destination about the
Promotion Destination s Special Destination Promotion Promotion
Property/ s Special Property/
products products

22. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
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

23. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Blog &
Publishing
Update 1st Update
and 3rd every 2nd &
week 4th week
Update Update
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Update 1st Update
and 3rd every 2nd &
week 4th week
Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors
Update 1st Update
and 3rd every 2nd &
week 4th week

24. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Sharing
Create Create
montage & montage &
submit submit
Update Update
Create Create
montage & montage &
submit submit
Update Update
Create
montage &
submit
Update Update

25. Vietnam: Emeraude , La Residence
Vietnam: Luala Café, Press Club, Tan My Design Café
Laos: Kamu Lodge, Villa Maly & Nava Mekong
Monday Tuesday Wednesday Thursday Friday Monday Tuesday Wednesday Thursday Friday
Bookmark
& News
sharing
Submit 2 Submit 2 Submit 2 Submit 2
links links links links
Submit 2 Submit 2
links links
Submit 2 Submit 2
links links
Submit 2 Submit 2
links links

26. Sales
Brand Stories Tactical Provided by Property
Print & Online Online
B2B B2C B2B B2C
Coincide with travel
Coincide with Contracting Period Follow forecast Follow Forecast
making decisions
Inbound Travel Outbound Travel Inbound Travel Outbound Travel
Consumer magazines Consumer magazines
Magazines Magazines magazines magazines
6-24 Months 9-24 Months 3-12 Months 0-6 Months 3-6 Months 1-3 Months

27. Discussion