IACVB 87
Download
1 / 31

- PowerPoint PPT Presentation


  • 251 Views
  • Updated On :

IACVB 87 th Annual Convention Las Croabas, Puerto Rico July 15-18, 2001 Establishing an Electronic Relationship with the e-Traveler - Featuring a DMO Case Study - Presented By. David Serino e-Strategist Gammet Interactive e -solutions & strategies. © Gammet Interactive, 2001.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '' - PamelaLan


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Slide1 l.jpg

IACVB 87th Annual Convention

Las Croabas, Puerto Rico

July 15-18, 2001

Establishing an Electronic Relationship with the e-Traveler

-Featuring a DMO Case Study -

Presented By

David Serino

e-Strategist

Gammet

Interactive

e-solutions & strategies

© Gammet Interactive, 2001


Our goals l.jpg
Our Goals

  • Demonstrate how the internet and e-mail marketing are driving the future of travel

  • Become better acquainted with the e-Traveler’s wants and needs

  • Provide tangible tips to enhance your current or future e-mail marketing programs


Our agenda l.jpg
Our Agenda

  • The Internet and Travel

  • Breakdown 1-to-1 Approach to E-mail Marketing

  • Examine A DMO Case Study

  • Discussion


The internet and e mail l.jpg
The Internet and E-mail

  • 168 million people in the US are online – 60% of the population*

  • Sending and receiving e-mail is the most popular internet feature – used by 93%**

  • Response rates range from 2.5% on the average broker-list campaign, to as much as 33% on highly personalized in-house list promotions***

    *February 2001 - “Nielsen/NetRatings”

    ** February 2001 – The Pew Internet and American Life Project

    *** January 2000 - DMA



The internet and travel l.jpg
The Internet and Travel

  • $13 Billion was spent online in the year 2000 for airline tickets, hotel reservations and accommodations*

  • The average online travel booker spent $1,400 in 2000 while the frequent online booker spent $3,200*

  • More than half (54%) of e-travelers go online to plan less than one month in advance. 33% make “last minute” trip plans by going online within two weeks of the trip*

    *2001 TIA E-Travel Consumers Report


The internet and travel7 l.jpg
The Internet and Travel

  • Company web sites (airlines, hotels, resorts), destination web sites (states, cities), and online agencies (Expedia, Travelocity, etc.) are used most often by online planners*

  • A majority of online planners (68%) report they call or visit tourism offices less often*

  • Half (51%) of trips planned online include a reservation online or purchase – 55% include overnight lodging reservations*

    *2001 TIA E-Travel Consumers Report


The internet and travel8 l.jpg
The Internet and Travel

Week ending May 20th

  • Hotwire.com's traffic jumped more than 78% to 501,000 visitors, taking the top spot for the week's fastest growing domain*

  • CheapTickets.com’s traffic increased 40%, drawing 379,000 unique visitors*

  • American Airlines’ visits rose 35% to 559,000 surfers*

  • Orbitz met its one-month target in the first two days online, selling $4.3 million worth of tickets*

    *ICONOCAST.com, June 14, 2001


Words of wisdom l.jpg
Words of Wisdom

“Give your customer the chance to teach you what he wants. Remember it, give it back to him and keep his business forever.”

Don Peppers

Founder

Peppers and Rogers Group

1to1 Marketing – www.1to1.com


Words of wisdom10 l.jpg
Words of Wisdom

“E-mail marketing targeted to prospects and/or customers who have consented to receive such information is among the most cost-effective tools for marketers ever.”

IMT Strategies

Permission E-mail: The Future of Direct Marketing


The objectives l.jpg
The Objectives

  • Increase brand/destination awareness

  • Promotion of leisure niche markets – golf, cultural/heritage tourism, outdoor adventure, gaming etc.

  • Promotion of shoulder or off-season periods

  • Drive cost effective and timely distribution of events and festivals calendars


Getting at it l.jpg
Getting at It

1) Identify

2) Differentiate

3) Interact

4) Customize

Peppers & Rogers Steps to 1to1 Implementation


1 identify database development l.jpg
1)Identify- Database Development

  • Collect relevant and consistent information through multiple channels

  • Include “opti-in” opportunities throughout your web site

  • Mine current database(s) and invite past prospects to join lists

  • Be creative when utilizing collection methods


2 differentiate consumer profiles l.jpg
2)Differentiate – Consumer Profiles

  • Define your destination “drivers” and market “differentials”

  • Determine what information is important to leverage future partnerships and promotions


3 interact building the relationship l.jpg
3) Interact – Building the Relationship

  • Identify the consumer by name

  • Messages must be targeted based on profiles

  • Keep content current, concise and compelling

  • Personalize the destination

  • Include information on upcoming events


4 customize creating conversions l.jpg
4)Customize – Creating Conversions

  • Deliver targeted consumable travel product based on profiles

  • Provide the consumer with an opportunity to book online

  • Facilitate third party promotions with affiliates, partners, and stakeholders through discounts, coupons and special offers


Words of wisdom17 l.jpg
Words of Wisdom

“E-mail marketing, when done right, may well be the “killer app” of direct marketing. Done wrong it can be ruinous.”

IMT Strategies

Permission E-mail: The Future of Direct Marketing


Slide18 l.jpg

The Case Study

  • Ann Arbor, Michigan Convention and Visitors Bureau


Slide19 l.jpg

The Facts

  • A mid-sized DMO with an operating budget of $1.2 Million

  • In search of an effective, low cost solution to optimize promotional campaigns

  • Interested in increasing ROI and improving accountability

  • Attempting to increase exposure and drive consumer traffic to core travel products – Dining, Golf, Cultural Activities and Shopping


Slide20 l.jpg

The Software

  • nTarget - a robust browser-based ASP

  • Delivers personalized messages with options to add printable coupons or certificates

  • Allows complete control of customer lists

  • Includes profile and data collection tools that can easily be customized

  • Features flexible targeting tools and real time reporting


Slide21 l.jpg

The Database

  • Determined the consumer attributes:

    • Name, Address, City, State, Zip, and E-mail

    • E-Mail Format – Text, HTML, AOL

  • Determined the product offerings:

    • Dining, Golf, Cultural Activities, and Shopping

    • On-line Tourism Research Panel Option


Slide22 l.jpg

The Database

  • A cooperative effort with Travel Michigan

    • 8,355 consumers from the Travel Michigan list agreed to receive travel information from other Michigan Travel Organizations: A 3rd Party Opti-in Prospect List

    • Data included First Name, Last Name, Zip Code and E-mail


Slide23 l.jpg

The Message

  • A personalized HTML welcome message included the following:

    • Recognition of the Travel Michigan Newsletter along with an explanation of why they were receiving the message

    • A double opti-in option

    • Links to a detailed profile form and the web site

    • One click “unsubscribe” option


Slide24 l.jpg

The Message

Hello James,

On behalf of one of the Most Vibrant Travel Destinations in Michigan, let us be the first to welcome you to the possibilities of Ann Arbor.

As a subscriber to the Travel Michigan On-line Newsletter, you have indicated an interest in receiving additional travel related messages from partner organizations within our state. The Ann Arbor Area Convention & Visitors Bureau would like to utilize this opportunity to tell you about the great things that the Ann Arbor area has to offer. In the upcoming months, we will be delivering you personalized informational messages on area attractions and activities, upcoming events, and cost saving travel opportunities.

To accept our invitation, please click hereor on the guest book link listed below, and complete your personalized travel profile. You will then only be sent information that is relevant to your selected areas of interest. As you will soon learn, the Ann Arborarea has something for everyone.

If you are not interested in hearing from us in the future, there is no need act all. You will be automatically be deleted from our list and we do apologize for the intrusion.

In either case, we would like to thank you for your time, and we sincerely hope that you make the Ann Arbor area a preferred destination of choice.

Sincerely,

Mary Kerr, President and CEO, Ann Arbor Area Convention and Visitors Bureau


Slide25 l.jpg

The Profile Form

  • Customized with database attributes

  • Integrates in to the look and feel of the web site

  • Information is stored in a click of the mouse

  • The relationship begins!


Slide26 l.jpg

The Results

  • Delivery and Response

  • 8355 Messages Sent – 625 were undeliverable

  • 7730 Consumers Received the Message

  • 322 Consumers Clicked Through and Completed the Profile Form – a 4.2% response

  • Cost

  • 2,000 messages @ .02 = $ 40.00

  • 5,730 messages @ .018 = $103.14

  • Total Cost = $143.14

  • Cost per prospect acquired/profiled = .45


Slide27 l.jpg

The Results

Apples to Apples

¼ Page Ad

in Travel Magazine = $5,500

Cost per prospect

acquired/profiled = .45

Responses needed

to make the same

Impact = 12,222

¼ Page Ad

In

Traveler

Magazine


Slide28 l.jpg

The Results

Web Site Traffic


Slide29 l.jpg

The Results

  • Web Site Visitor Sessions

  • 365 % increase – Day 1

  • 266 % increase – Day 2

  • 166 % increase – Day 3


Slide30 l.jpg

The Results

  • Customized Messages

  • Total Messages Sent as of 6/1/01 = 4

  • Total Recipients = 1,080

  • Total Removal Requests = 4

  • Removal Percentage = .004%


Slide31 l.jpg

Gammet Interactive, LLC

9195 S. Kestrel Ridge Road

Brighton, MI 48116

Voice: 810-231-2894

Fax: 810-222-0358

www.gammet.com

David Serino

e-Strategist

[email protected]

© Gammet Interactive, 2001


ad