INTRODUCING NEW PRODUCT AND SERVICE TO INTERNATIONAL MARKET - TOYOTA CASE STUDY
New market International
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Transcript of New market International
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1 | ©2010 by Newmarket International
On-line Group Sales Channel
OptimisationDuncan Osborn – 14th September 2010
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Session Agenda
Evaluate Website Content
Diagrams WebView
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Content
Capture
Reach
Website RFP Form
RFP Integration
3rd Party Listings
Social Media / SEO
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Evaluate Your Current
Internet Presence
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Evaluate Your Website
» Content
» Meetings and events
» Request for proposal
» Promotions
Does your website encourage
group business?
Does your website encourage
group business?
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» Promotions
» Availability and rates
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Evaluate Online Lead Channels Presence
» Lead channel
subscriptions?
» Lead conversion?
» Opportunities?
» Listings accurate?
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» Listings accurate?
» Up to date?
» Are enhanced listings
available?
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Evaluate Your Social Media Strategy
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Evaluate Your Competitive Set
Topic Your Property Competitor 1 Competitor 2
Can I get to group business or meeting and events within one click?
No, 2 clicks Yes No, 3 clicks
Are there special promotions or meetingpackages?
Yes No Yes
How long did it take to submit the RFP? 8 minutes, required login, complex form
4 minutes, no login, 5 step form
10 minutes, required login,
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login, complex form login, 5 step form required login,
Are there social media links? No Yes, Facebookand Twitter
Yes, Facebook, Twitter, Digg
Is there a specific wedding area to the website?
Yes Yes Yes
Can I book group business online? No Yes No
Photos of function space, events, common areas, and guestrooms?
Yes, 4 in slideshow, ballroom only
Yes, 10+ of each room, 250+ total
Yes, 25, F&B,boardroom,
ballroom
Google Search – “City + hotel” results Page 9 Page 1 Page 2
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The Short List
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Website Content for
Group Business
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Meeting Planner Experience
» Simple Navigation
» Actionable Content
» Description of Services
» Meeting planning tools
» Banquet Menus
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» Banquet Menus
» Interactive Display of
Function Space
» Rich Images
» 3D tours
» RFP
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Meeting Space Specific Images
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Interactive Display of Function Space
» Graphical images provide an online experience
» Consumers expect it from your website
» Conduct a Virtual site inspection
» Will assist in event planning
» Send RFP while looking
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» Send RFP while looking
» Search meeting space
» Localized content
» Property map
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Diagrams WebView
» 3D maps and buildings
» Graphical setup display
» Interactive capacity charts
» Flexible branded design
» Client collaboration tools
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» Client collaboration tools
» Social media campaigns
» Integrated RFP
» Website analytics
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Interactive Floor Plan
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Integrated RFP
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Interactive Capacity Chart/Search
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Localized Content
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3D Room Setup
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WebView Demonstrations
» Casino
» Downtown property
» Pre-opening property
» Corporate branded
» Interactive capacity chart
» Localized content
» Resort with 3D setups
» 3D meeting room tours
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Capture Group Business
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Finding Your RFP
“…50% of web sales are lost
because visitors cannot easily
find products, content, or
services they’re looking for on
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services they’re looking for on
websites.”
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Audience Specific RFPs
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RFP: Capture and Convert More Business
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RFP Redesign Results
400
500
600
2008
1,105 RFPs in
March 2010
Cor
pora
te W
ebsi
te R
FP
s
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0
100
200
300
September October November December
20082009
Cor
pora
te W
ebsi
te R
FP
s
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Extending Your Reach
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Top Online Lead Channels
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Enhanced Listings
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Optimization Program
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Group Website Optimization Program
» Evaluation of current use of existing website against
captured best practices
» Assessment of capability versus comp set (3
competitors)
» Recommendation for improving website functionality:
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» Recommendation for improving website functionality:
• Virtual site inspections
• Enhanced 3rd party listings
• Enhanced search engine rankings
• Social media strategy
• Quality RFP design
• On-line booking
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Thank You