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Sales

by

Protea Social

on 5 April 2013

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Transcript of Sales

Online Distribution 3rd Party Distribution Social Technology Global Distribution
Systems PRODUCT CUSTOMER RELATIONSHIP MARKETING Central GUEST Data (OCIS) GUEST Loyalty
Profiling (Prokard) Business
Intelligence Tools GUEST Profiling Corporate Profiling
for Sales TEAMS DEMAND MGT Demand Management Process
And Decision Tools DISTRIBUTION E-RES Connected Devices Contact Centre proteahotels.com
africanpridehotels.com PRICING Centralized Control,
Parity & Integrity Pricing Product Customer
Relationship
Management Demand
Management Distribution Revenue Optimization Process GUEST Profiling i R595 Online Travel Agents Connected Devices Innovation & Analytics Search proteahotels.com Website Social Online Distribution Summary of Strategic Actions Paid Marketing Campaigns: Always on 365 on brand & owned hotels in SA, UK & US Markets
Digital & Social Marketing Campaigns per campaign calendar
Corporate & Trade Platform
New Online Travel Agents Models: 12-18% (previously 15-25%)
Committed Marketing Contribution by Protea Hotels & Strategic Hotels
Increase Affiliate / Online Travel Agent network to 20
Strategic Accounts - Expedia, Orbitz, Booking.com & Travelocity

Dynamic Pricing only for the Online Channel
Mobile Platform Online Distribution SMAART Goals 2012/13 Our SMAART goals will focus on our platforms proteahotels.com and africanpridehotels.com and the upgrade of these platforms to ensure a growth in revenue and an increase in conversion rates from visits on our sites.

We will aim to grow our total 3rd party online revenue by ensuring, connectivity with online travel agents, increase brand representation, to ensure rate parity and product parity across all communication channels, dedicated marketing campaigns etc.

Increase PH.com to a 18% channel distribution. (Total of R110mil. BAR = R55mil, Prokard = R27.5mil, Leisure = R27.5mil.

Increase the revenue per strategic hotel through all online (Protea Hotels' website and all 3rd party websites) platforms by June 2013

Upgrade website performance ensuring a 2,5% conversion rate through improved traffic drivers onto the websites

Grow Online Travel Agents by 15% (R74mil to R85mil)

Audit & restructure existing call centre to manage sales and customer service calls cost effectively

Ensure a drop call percentage of less than 6%
Ensure a group conversion rate of 30% 1 2 3 4 5 5.1 5.2 Search Marketing PAID Work with 3rd Party Agencies to analyse and adjust paid search keyword campaigns
Buy selected advertising (CPC) placements, track and optimise to drive demand to hotel pages
Use search engine query tools to determine high volume opportunities and new keywords to test
Share and review keywords to ensure accuracy and completeness, and reflect seasonality
Review and optimise advert copy for top keywords
Local & International Strategic Campaigns
Ensuring Brand Marketing and Brand Protection Search Marketing Natural Search Engine Optimisation Audits
Monitor and Manage Keywords
Top Keyword Performance
Ownership of local listing e.g. Google Places
Maximise Distribution across content network and key directories
Multi-channel optimisation Search engines Google, Yahoo Social FB & TW 3rd Party TripAdvisor Mobile Local, GEO Next generation Siri, Jelly Bean BRAND.COM Largest Hotel Group in Africa Website Management
Content - current, appealing & complete
Links
Developing landing pages for campaigns, events etc.
Maximise opportunities through affiliates HOTELS Content - specific, current, appealing & complete
Hotel Special Offers - current & available
Ensure links are working
Creating a strategy to direct relevant consumers to the hotel's website
Develop, implement and maintain hotel's online marketing place
Maximise Merchandise Opportunities DIGITAL MEDIA EARNED * OWNED * PAID AFFILIATE MARKETING Travel Partners & Industry
Seasonality
Tactical Campaigns
Promotional Offers
Targeted Audience
Exposure to a niche audience

Existing Partnerships: Prokard Holidays | Thompsons | Budget . . . . . Social Networking Social Media Social Relevance Socially Enabled Tasks SOCIAL NETWORKING IS ALL ABOUT CONNECTING WITH PEOPLE THROUGH A VARIETY OF COMMUNICATION METHODS AND ONLINE COMMUNITIES. SOCIAL MEDIA INCLUDES THE USE OF INTERNET & MOBILE MEDIA (VIDEOS, DOCUMENTS, PHOTOS, PRESENTATIONS ETC.) FOR SHARING IDEAS, CONCEPTS, MESSAGES OR ENTERTAINMENT. SOCIAL RELEVANCE ENCOMPASSES THE ONLINE REPUTATION OF AN ORGANIZATION OR INDIVIDUAL. SOCIAL TECHNOLOGIES Communicating Knowledge Transfer Reputation Value Operational Value CRM Recruiting Blueprint For Social Proficiency Develop Social Tech Goals
Form a Social Tech Team
Implement an Internal Governance Policy
Integrating Social Tech and Web Properties
Building Rivers of Information
Integrating with the Sales Process
Online Reputation Management
Crowd sourcing Strategies
Measurements and ROI
Choosing Your Social Tools
The Pilot Project Process
Security and Regulations 1.
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12. SOCIAL RELEVANCE "Social Relevance encompasses the online reputation of an organisation or individual" Relevance Channels TripAdvisor
HelloPeter
3rd Party Reviews (e.g. Expedia & Booking.com)
Blogs Online Reputation Management Tools Google Alerts
HootSuite
Social Mention Reporting Brand value & sentiment
Research SOCIAL RELEVANCE SOCIAL NETWORKING "Social networking is all about connecting with people through a variety of communication methods and online communities" Platforms Facebook
Twitter
LinkedIn
Google+ Reporting Fan base growth
Talkability & Engagement
Social Conversions & ROI
Traffic to brand.com SOCIAL MEDIA "Social Media includes the use of internet &and mobile media (videos, docments, photos, presentations etc.) for sharing ideas, concepts, messages or entertainment" Platforms YouTube
Flickr
Slideshare
Pinterest Retail Merchant Opaque Auction Referral Social/Review Mobile New Discount Models Priceline tonight | Booking.com tonight | HotWire Tonight 3rd Party Internet Marketing Models Business to Customer (B2C) Business to Business (B2B) Online Travel Agency
Up to 75000 Affiliates (worldwide)
Contracted on BAR less % or BAR with a 10-15% marketing fee
Dynamic Packaging (promo's/value adds)
Direct or Extranet Connectivity
30 day account or Single (Virtual) Credit Card Payment or Settle Direct Online Travel Agency
Affiliates (worldwide)
Contracted on STO rates
Connectivity via Extranet
30 day account All channels managed through EZYield Domestic Leisure Domestic Leisure Tour Operators (outbound)
Campaign/Leisure Rates: Summer/Winter
Min Stay restriction: 3nights (Mon-Thur) 2nights (Fri-Sun)
Room Allocation
Set Departures
Categories - City, Spa, Sport
Value Adds - Summer/Winter
Banner Offers
Corporate Offers
Special Events Calendar Provide insight on performance and action items to drive results
Generate monthly e-commerce reports providing analysis of all channels' performance
Online Breakdown
Paid search results, search positioning, keyword reports, top referring domains Leverage scale with key industry players gaining early insight to evaluate emerging opportunities
Ensure all key spots on brand.com pages are tagged using appropriate tracking tools and provides reports
Social Technology Analytics Global Distribution Systems (GDS) and Travel Trade Contact Centre GUEST Service Vision:
To acquire and maintain GUESTS by anticipating, meeting and exceeding their expectations with Courteous, Assured, Responsive and Efficient service What is the role of the Contact Centre? Supply hotel information
Make reservations
Build CLEINT relationships
Maximize revenue for hotels
Key channel between hotels and public Multiple products on the GDS's - what is your GDS Mix? August 2012 - GDS Reservations GDS: Amadeus
Sabre
Gallileo
Worldspan Intranets: Dashboard (Tourvest)
MatchMaker (Sure Travel)
Our Web (Club Travel)
Bidworx (Bidtravel)
XL Travel Travel Info: Banners and Listings
Daily email updates
Promo Listings
TNW (Travel News Weekly) HOTEL GDS MARKETING GDS Media Network Campaigns: 1. Sign In Messaging / Bulletin 2. Preferred Placement & Headlines HOTEL GDS MARKETING GDS Media Network Campaigns: Graphical Campaigns (Sabre) GDS: Hotelligence 360 Customer Relationship Management
(CRM) What is OCIS (Opera CUSTOMER Information System)? One central view of our CUSTOMERS and their behaviour WHO are our best CUSTOMERS? RFM (recency, frequency, monetary) analysis is a marketing technique used to determine which CUSTOMERS are the best ones, by examining:

How recently a CUSTOMER has purchased (recency)
How often they purchase (frequency)
How much the CUSTOMER spends (monetary) RFM analysis is based on the marketing concept that "80% of your business comes from 20% of your customers" OCIS: Centralised travel agent/company profile management OCIS: Centralised individual profile management Communication: E-mail Prokard Point Statement Communication: E-mail Communication: E-mail Save 5% when booking online Parity Mobi
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