S&m2012 budget ppt - revised

GROUP S&M 2012

Non-Traditional S&M Channels

Traditional S&M Channels

Occupancy & Revenue

TRADITIONAL SALES CHANNELS

Outbound DMC & TO

Inbound DMC & TO, corporate clients

Inbound TO with strong online presence, corporate

clients

Retails, travel desk, concierge

• Level 3 rate• Low volume, allotment• High sales expense• 12-24 months

• Level 1 rate• High volume, allotment• Low sales expense• 6-24 months

• Level 2, promo rates• Low volume per TO, allotment• Low sales expense• 0-6 months

• Level 2, promotional rates, commissions• Low-medium volume• Low sales expense excluding rental• 0-1 month

NON-TRADITIONAL SALES CHANNELS

Website via Email

Website via Synxis

Online Travel Agencies

GDS & Synxis

• Packages, parity• Low-medium volume• Zero fees• 0-3 months

• Level 4 rates, BAR, parity• Low-medium volume• Low connection fees• 0-3 months

• Level 4, BAR, parity• Low-medium volume• 10%-20% commission/booking• 0-3 months

• Level 4, BAR, parity• Low connection fees• 0-3 months

MARKETING SUPPORTING MECHANISM

SalesStrategies

Media publicity

A&P collateral

Apple Tree dBase

Inbound marketing

Outbound marketing

Revenue management

REVENUE MANAGEMENT

InventoryReservation

supply unsold inventory

Sales (Revenue)

reviews rates parity and

push out on GDS, OTA

OTA, Last Minute

Promotions, eMarketing,

Media PR

Sales

OUTBOUND MARKETING

Sales

Website

CRM (eblast)

Search Engines

Inve

ntor

y

Homepage via Email

GDSHomepage

OTA

Agoda 48 Languages

Booking.com Affiliated to 5,000 OTA

Expedia

iViVu Wotif Network

E-BOOKING/MARKETING PLATFORM

GDS AS MARKETING TOOL

THE SOCIAL LANDSCAPE EXPLAINED

INEFFECTIVE AVERAGE EFFECTIVE

Website/Channel Interaction Brand Exposure Generating Traffic SEO

Website

Communicate products/services/promot

ionsAwareness Via inbound marketing

and CRM Keywords/Meta Tags

CRM

From us to client ATG Database Excitement of messages Picture format


Search Engine

SERP Keywords Moderate traffic In compliance with search engines

SERP Keywords Moderate traffic In compliance with search engines

SERP Keywords High traffic In compliance with search engines

INBOUND MARKETING


Relationship & Engagement

Rich media, high traffic Awareness Posting events Well indexed links, low recall

Short message, high traffic 140 Characters Traffic via mobile devise.

Re-direction limitedIn compliance with

search engines

B2B social media Awareness B2B In compliance with search engines

Rich media, high traffic AwarenessLeveraging on events,

activities listed on Google+

In compliance with search engines


Review & Discussion

Property pages Endorsement Via travel forums In compliance with search engines

No property/business links Travel forums Via travel forums No links allowed

Property pages Travel forums Via travel forums No links allowed

No property/business links Travel forums No links allowed No links allowed

Property pages Travel forums No links allowed No links allowed

No property/business links Travel forums Via travel forums No links allowed


Blog & Publishing

Useful, relevant & interesting information Articles Useful, relevant &

interesting informationIn compliance with

search engines



search engines

Media material and publishing sharing Articles Useful, relevant &


search engines



search engines

Useful, relevant & interesting information

to entice pick-upArticles Useful, relevant &


search engines



search engines


Sharing

Video upload Video Links allowed In compliance with search engines

Images Images Links allowed In compliance with search engines

Video upload Video Links allowed In compliance with search engines

Location sharing Awareness Links allowed In compliance with search engines

Upload video Video Links allowed In compliance with search engines

Upload presentation Slides Links allowed In compliance with search engines


Bookmark & News sharing

User determined Linked to user High traffic In compliance with search engines

User determined Linked to new Moderate traffic Partial compliance with search engines

User determined Linked to user Moderate traffic Partial compliance with search engines

User determined Linked to user Low traffic Partial compliance with search engines

INBOUND & OUTBOUND MARKETING DAILY ACTION PLANS

Worldwide awareness supporting traditional and non-traditional sales

Vietnam: Emeraude , La ResidenceLaos: Kamu Lodge, Villa Maly & Nava Mekong Vietnam: Luala Café, Press Club, Tan My Design Café

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.


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.



Relationship &

Engagement

Quiz/Poll about the Property/ products

Menu/Chef’s Special

Destination Promotion DestinationQuiz/Poll about the Property/ products


Destination Promotion Promotion





Destination Promotion Promotion

Update upon receipt from S&M Managers/Directors Update upon receipt from S&M Managers/Directors




Menu/Chef’s Special Destination Promotion Promotion



Review and

Discussion

Review

Review

Daily update NA

Daily update NA

Daily update NA

Daily update NA

Daily update NA



Blog & Publishing

Update 1st

and 3rd week

Update

every 2nd & 4th week

Update Update


Update 1st

and 3rd week

Update



Update 1st

and 3rd week

Update




Sharing

Create

montage & submit

Create

montage & submit

Update Update

Create

montage & submit

Create

montage & submit

Update Update

Create

montage & submit

Update Update



Bookmark & News sharing

Submit 2 links Submit 2

linksSubmit 2

links Submit 2 links


links


links


links

MEDIA PUBLICITY

Sales

Brand Stories

Print & Online

B2B

Coincide with Contracting Period

Inbound Travel Magazines

6-24 Months

Outbound Travel Magazines

9-24 Months

B2C

Coincide with travel making decisions

Consumer magazines

3-12 Months

Tactical Provided by Property

Online

B2B

Follow forecast

Inbound Travel magazines

0-6 Months

Outbound Travel magazines

3-6 Months

B2C

Follow Forecast

Consumer magazines

1-3 Months

Discussion