CRADLE COAST REGIONAL TOURISM FORUM CRADLE COAST REGIONAL TOURISM FORUM THEME 3
Is it worth fishing in winter? ~ Charles Griplas Charles Griplas ~
1. DISCOUNTING AND SEASONALITY
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Don’t discount for seasonality
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Discount to attract customers Discount to attract customers
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Make your venue/facility/location season proof
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Discount for a proportion, not the whole
1. DISCOUNTING AND SEASONALITY U d l i Underlying themes h
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Perishability of venue, facility or location
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Effective yield management
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Price to attract rather than discount to fill
2. YIELD MANAGEMENT
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Price to attract
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B dl t Bundle to create an experience t i
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Focus on increasing average spend per customer
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Create categories to cover our costs
2. YIELD MANAGEMENT U d l i th Underlying themes
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Understanding marginal cost
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Price drives volume ‐ volume drives revenue
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Bank revenue, not yield
3. COSTS
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Understand your fixed and variable costs
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S Smooth your fixed costs and price for variable costs th fi d t d i f i bl t
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What is your break‐even for remaining open or closed?
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Extend peak season period beyond summer
3. COSTS
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Use price as a signal
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Look at venue or location Look at venue or location
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Attractiveness
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Bundle experiences
3. COSTS U d l i th Underlying themes
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It is better to stay open than closed
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All about ‘experience packaging’
4. DISTRIBUTION CHANNELS & DIFFERENT OFFERS DIFFERENT OFFERS • • • • • • • • •
spiritoftasmania.com.au 13 20 10 Terminals ‐ Devonport and Melbourne (Part of sales network) Retail Sales agents Retail Sales agents Group discounts Special offers to cater for particular demographic groups e.g caravanners and adventure enthusiasts and adventure enthusiasts Word of mouth Social media to create a buzz (Face book, Twitter, YouTube, travel sites/blogs) i /bl ) The more channels you have, the easier it is for customers to access your product/service offering
4. DISTRIBUTION CHANNELS & DIFFERENT OFFERS DIFFERENT OFFERS •
Visits to the website using mobile devices are increasing at a rapid rate. Compared to the same time last year mobile device visitation has increased by a significant 330% time last year, mobile device visitation has increased by a significant 330%.
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As at June 2011, mobile visits account for approximately 7% of total visits to the site.
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On average, there are approximately 140 transactions (bookings) per month completed on a mobile device.
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The graph below demonstrates the most common devices being used to access the website. The iphone is the most common, followed by the iPad and Android.
IT’S ONLY WORTH FISHING IN WINTER IN WINTER IF…
5. KNOW YOUR AUDIENCE Three types of customers: ‐ Past customers (may visit again or never again) ‐ Current customers ( (need to give them a reason to come back) g ) ‐ Potential customers (need to give them an experience) (need to give them an experience)
5. KNOW YOUR AUDIENCE U d l i th Underlying themes
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Socio‐economic segments
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Demographic splits
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Geographic spread
6. MAKE SURE YOU BAIT THE RIGHT WAY
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T Targeted direct marketing (travel t d di t k ti (t l guides, edms, pre‐sales)
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Online and demographic targeting Online and demographic targeting
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Return travellers (loyalty program)
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Promotions (gift vouchers, birthdays, anniversaries)
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Advertising (regional markets)
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Visiting Journalist Program
6. MAKE SURE YOU BAIT THE RIGHT WAY U d l i th Underlying themes Create your own market database to directly communicate with your k d b d l h customer base
7. MEASURE WHAT YOU ARE DOING
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Where are your bookings coming from? h b k f ?
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Online trends (Performance based data and behavioural insights)
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Google Analytics, Experian Hitwise
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Travel guides – (11,217 copies requested from 06.08.10 – 30.11.10)
7. MEASURE WHAT YOU ARE DOING U d l i th Underlying themes Metrics allows you to choose your rod, line and bait
8. BENEFITS OF VALUE ADDED SERVICES •
Email campaigns offering exclusive Tasmanian deals Tasmanian deals
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Virtual tour (online)
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Events, regions, links and travel planner
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Travel guide
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Kids entertainment (face painting, Kids entertainment (face painting story telling and badge making)
8. BENEFITS OF VALUE ADDED SERVICES U d l i th Underlying themes Entice fish through the right bait Entice fish through the right bait
9. UNDERSTAND THE IMPORTANCE OF SOCIAL MEDIA • • •
Facebook – Serves as an open forum for people to share tips, advice, and opinions Twitter ‐ What is happening now By utilising the Facebook Insights tool and various trend watching platforms such as ‘Twilert’, the following general metrics are monitored: gg – New followers and ‘likes’ – Demographics; specifically age, gender and location – Daily activity among followers Daily activity among followers – Top content viewed and responded to – Relevant ‘tweets’ and mentions of Spirit of Tasmania
9. UNDERSTAND THE IMPORTANCE OF SOCIAL MEDIA Underlying theme Attract a new species of fish travelling
10. BRAND AWARNESS & ASSOCIATION •
Food and wine
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Unique location
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Sports or culture
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Family orientated
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Wandering nomads
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Value for money
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Can’t buy ‘experience’
10. BRAND AWARENESS & ASSOCATION U d l i th Underlying theme Target a big catch or a small catch
Q QUESTIONS ?