detour marketing model10.1
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Transcript of detour marketing model10.1
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tourism + marketing
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MKT theory
promotion, price, place, product are the marketing 4 P’s = MKT MIX
marketing is what comes before and after sales (Avlonitis)
The 4P’s are not 4, nor P’s anymore! (Gummesson)
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Consumer theory
A company exists because a consumer buys
A consumer except from products and services, wants and is looking for VALUE
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MKT -customer relation?
1960’s 2000’sNetworks
Many to many
1980’s Customer-supplierRelationshipOne to one
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MKT aim?
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tourism + marketing
What is the existing experience in Greece?
Which are the existing solutions for companies & destinations?
What can we do for that?
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Greek Experience in tourism MKT,
2010 A.D.
• Innumerable “MKT” surveys • Innumerable websites• Totally Unfocussed ads • Lack of data -databases • Lack of products and service
management • Absence of serious MKT plans
= ↓ sales
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Typical destinations’ management pattern
What led us to the above conclusion? low occupancy rates low return/ income
length of stay reduction BCG products =dogs
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Current promotion solutions
1. Newspapers and magazines ads
2. Business directories 3. Attending
Exhibitions and conferences
4. Promotion via tour operators channels
You are not aware of: WHERE are you targeting WHAT your strategy should
look like…
note: you are aware of it, if you have mkt dept
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Web solutions
You are not aware of: WHERE are you targeting WHAT your strategy is +WHEN do you need it
HOW much do you need to invest
note: you are aware of it, if you have mkt dept
1. Sites ads 2. Business directories3. online Bookings4. Google campaigns5. Social media use
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Result
Cost of investment • 0-200 euro annually in
directories • 1,000-9,000 euro spent
in sites • E.t.c….
ROI ; mostly unknown
0-?$ budget, 0=? result
2 realistic ROI scenarios
risky alternative
or
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So, basic problems are
Market in the intangible tourism industry, it is really difficult
to (1) target your market (potential visitors) and
(2) measure your inputs and outputs
Synergy it is also difficult for all
stakeholders to (3) focus and (4) manage the synergy project, so they (we) cannot be neither efficient, nor quite effective.
1 +2 + 3 + 4= problem
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any more obstacles?
MKT strategy in tourism Greeks after inventing democracy
and theater, they believe that they invented also
marketing and management.
intangible character of tourism The belief that tourism is services.
No, tourism is products. No, services. Wtf…
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Any useful tool?
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If there could be one, what its specifications would be?
Focus on target groups Measure input & output
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Real time performance Anyplace manageability
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And of course… apply to tourism S&D
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So, What did we do?
Marketing research (knowledge) Target groups Differentiated servicEPackages SalesStrategyPromotion Targeted synergies with
measurable result
Action (doing)research data web –mobile applications
+ MKT strategy (research) =bookings site=Geolocated service=Mobile applications=Targeted to customer=Real-time response= measure satisfaction maybe
+
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detour@ Olympia, Greece
Olympia, Greece
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detour@ Olympia, Greece
We want to position Olympia where they deserve and meant to be, and create a
Unique,
Differentiated,
Alternative
Tourism Brand In the global map.
Pirgos Olympia
Create a synergy that will unite and promote Olympia using marketing and the best up-to-dated web tools available.
How: How:
So:So:Ancient Olympia is the biggest Greek brand and among the strongest in a global level. It is the birthplace of Olympic Games since (776 AD), 3000 years ago. Today is mostly a cultural destination.
Olympia’s cultural and natural environment is one of the global symbols of Greek culture and of Olympic ideals and spirit.
On the other side, despite the fact that Olympia is a place of global fame and awareness, it is not being promoted as it should.
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Europeans French & Germans
29-49 y.o.Family travelers
Highly educated and of average income
1st target group
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Example packages
Germany France
In France and Germany, Olympia is considered to be a popular spiritual, classical and cultural heritage destination.
Target group categories Young parents 29-39 y.o. high and medium education average and high income
The Netherlands Belgium Austria Italia
Target group categories average and high income families with children thematic tourism
Package A Package Β
Cultural tourism
European Cultural tourists
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Geo located Mobile web
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strategy
MKT strategy and cooperation lead to success
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Ο τελικός μας στόχος?If you are not happy, how can you make your customer even happier?
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End userconsumer
Original experience
Local supplier
Buy Sale
So…. Keep it simply stupid
Satisfaction
marketing is what comes before and after sales (Avlonitis)
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End userconsumer
Original experience
Local supplier
Buy Sale
So…. Keep it simply stupid
Satisfaction
practice comes to confirm theory… marketing is what comes before and after sales (Avlonitis)
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Thank you!
For comments, proposals, directions, advices,
and synergies @[email protected]
That’s me!, the other is Georgia!!