Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.

1. CRM
Presented by

3. 3

4. Why
CRM

5. It costs six times
more money to get a
new client than
retain an existing
one.

6. This This
presentation presentation
will not... will...
• Give you every • Educate you on
answer basics
• Sell you any • Make you want
software to learn more
• Make you an • Challenge your
expert thinking
6

7. TARGET
MARKETS

8. DISTRIBUTION
Retail
Travel Inbound
Consumer Agent Wholesalers Tour Operator Product

9. www
DISTRIBUTION www
www
Retail
Travel Inbound
Consumer Agent Wholesalers Tour Operator Product
www
www
www www

10. DISTRIBUTION
Retail
Travel Inbound
Agent Tour Operator
Consumer
Wholesalers Product
10

11. ARE YOU IN SALES,
MARKETING
OR BOTH
?

12. CRM

13. CRM

14. Client/Contact/Consumer
Reach/Retention/
Relationship
Management/Motivation/
Marketing

15. What is CRM?
Recognizing the Long
Term Value (LTV) of
customer relationships
and extending
communication beyond
advertising and sales
promotional messages.
15

16. 16

17. TARGET
MARKETS

18. DEFINE
YOUR
AUDIENCE(S)

22. Targetography

23. Target Market
Demographics

24. Target Market
Demographics Psychographics

25. Target Market
Demographics Psychographics
Passions

26. Target Market
Demographics Psychographics
Targeted
Affinity Marketing
Passions

27. Affinity Focus
PASSION
COST = TRAVEL

28. When is a Customer a
Customer?

29. PROBLEM:
Up to 40%
cancellation rate
between
reservation and
payment.
29

30. Online Travel Purchase
Process
• The average consumer makes 22 visits
to travel sites (not necessarily different
sites) before buying travel online.
• 15% don’t know where they’re going
when they start planning.
• 39% don’t know when they will be
traveling.
Source: Meskauskas, Jim. ”6 Keys to Vertical Ad Network Success.”
December 17, 2008. Via I-media connection e-newsletter. 30

31. Reinforce Relationship
31

32. Anticipate Needs
32

33. Reinforce Relationship
33

34. The Oyster Box
• Classic resort in
South Africa.
• Tell us a story
about the old
Oyster Box
• What’s Old is
New
34
48

35. WHEN ARE YOUR
PROSPECTS
POTENTIAL
?

36. To Create a Database...
You have to ask the
Questions

37. Case Study: Harrah’s Casino
• When guests check in at Harrah's Casinos,
they are given a casino card that acts like a credit
card that can be used for access to gaming rooms
and machines, the resort spa, restaurants etc.
• The casino gets a real-time history of where the
customer is spending his time.
• They can offer rewards or discounts and other
promotions based on those patterns.
• Can offer the incentives during the current stay or
as an inducement to gain repeat business.
Source: CRM Buyer 37

38. Tracking Customer Behavior
• Learn about customer
behavior so as to design
offers/product/marketing
• Find the common and the
different
• Record everything
Source: CRM Buyer 38

39. WHAT / WHEN ARE YOU
TALKING TO YOUR
CLIENTS
?

40. WARNING
Americans Bolder Overseas
• 59% are more adventurous than they
would be at home
• 91% are experimental in their choices of
local cuisine
• 76% make an effort to speak the local
language
• 58% alter their dress... to appear less
American
Source: TripAdvisor Survey, Hotel News Resource, May 2010 40

41. WHEN IS APPROPRIATE
TO TALK TO YOUR
PROSPECT
?

42. Itch Cycle
Reach your clients
as the “Itch Cycle”
begins.
42

43. Start planning your next trip
BEFORE current one is over!
43

44. HOW OFTEN WILL YOUR
CLIENTS BUY YOUR
PRODUCT
?

45. Providing a Reward

46. Coupons
• Grand Hyatt gives $150 Hotel Credits to
retain existing customers.
• Expedia gives travel coupons of $50
and $100 to retain existing customers.
• Ask what they want!
46

47. “Book direct and get
a great offer”
47

48. OFFERS
25%
vs.
“4 for 3”
48

49. WHAT DOES YOUR
CUSTOMER
VALUE
?

50. Loyalty Programs

51. Club Med
• With 80 resorts worldwide, Club Med
rewards loyal guests with benefits:
– complimentary upgrades
– private resort transfers
– late checkout
– boutique and excursion discounts
• Free enrollment
51

52. The Leading Hotels of the World
52

53. Leaders Club
The Leading Hotels of The World
• Free Nights at the World’s Finest Hotels
• Early Check-In / Late Check-Out
• Preferential Treatment on a One-Category Upgrade
• Special rate privileges
• Invitations to Leaders Club events
• Access to one-of-a-kind specially created
experiences
• A unique welcome gift at each Leading Hotel
53

54. Star Alliance
The Star Alliance network provides a true end-
to-end service for frequent flyers to ensure a
convenient, smooth and efficient worldwide
travel experience.
• Faster and smoother transfers
• Frequent flyer programs
• Upgrades
• Awards
• Lounges
• Additional rewards of Gold and Silver status
54

55. Star Alliance
55

56. Selling Loyalty

57. REI
• More than 3.8 million active members
• $20: Lifetime membership
• Receive special
members-only offers
• New members receive
$100 off an REI
Adventure trip
57

58. Costco
• Over 500 locations
• Extremely loyal
members; renew their
membership at an 86%
renewal rate
• $50 - Business or Gold
Star (individual)
membership
• $100 - Executive
membership (earn 2%
annual reward)
58

59. CAN YOU CREATE A
SYSTEM?
ON YOUR OWN?
?

60. Are you sure you know
your client (s)?

61. Not All Vacations Are Created Equal
Milestone birthday 45%
Ever took
vacation to Milestone anniversary 37
celebrate a
life event. Wedding 35
!65
Family reunion 28
%
Graduation from high
19
school, college, etc.
Retirement 5
Bonus or raise in
5
compensation for my job
New job 3
Source: Portrait of American Travelers, Ypartnership, June 2010 61

62. Targeting Kids
• Children play an active role in
planning vacations in half of all
family travel households
• 9 out of 10 have a page
posted on Facebook
• 1 out of 4 has visited a blog to
seek or preview information
about a vacation destination or
travel service supplier
Source: Portrait of American Travelers, Ypartnership, July 2010 62

63. Targeting Kids
• Over $15 billion a year is spent on
advertising direct to children
• 55% of kids are successful at getting their
parents to buy what they want
• Developing a
separate website
for the kids
• They don’t travel alone
Source: National Survey, Center for a New American Dream, 2010 63

64. What’s the best way to
Reach Clients
(and prospective clients)
through Social Media

65. Through Social Media?

66. Monitoring Your Brand
• Monitoring your brand is the first step to knowing
what your customer (or potential customer) thinks:
– Facebook
– Twitter
– Youtube
– FourSquare
– TripAdvisor
– News Feeds
– The list goes on...
66

67. Nearly 1/3 of travelers are at least somewhat influenced by
comments from people in their online social network when
making travel purchase decisions
67

68. Effective Facebook Page
• Call To Action
• The purpose of your
custom landing tab
should always be
conversion of
visitors to your fans.
• Good practice to
remind people about
it the “Like” button.
68

69. Effective Facebook Pages
Giving
Incentive to
“Like” ... and
become a
“Fan” of yours
on Facebook.
69

70. 70

71. WHAT IS THE BEST WAY
TO REACH YOUR
CLIENTS?
?

72. DOES YOUR TEAM KNOW
YOUR PLAN
?

73. The
Complete Travel
Experience

74. Anticipate & Echo

75. ANTICIPATION

76. TRAVEL

77. ECHO

78. Anticipate & Echo
• Collect data
• Develop tools
• Think beyond - Think Viral
• Create “inch cycle” plan
• Monitor results

79. IS THERE A WAY TO
REALLY WIN AT CRM
?

80. Deliver
80

81. UNDERSTAND
YOUR
AUDIENCE(S)

82. OPALS
82

83. TAKK

84. Al Merschen
al@myriadmarketing.com
310 545 4200
www.myriadmarketing.com