exhibition training - game face

Ignore everybody

Expectations

Exhibition

Game Face

© 2009 Tourism Enterprise Partnership. All Rights Reserved

• Understanding the exhibition arena • Effective marketing of your product at exhibitions• Marketing 101• PowerPoint madness• Pricing• Leveraging social media

Learning Outcomes

Working the floor

Working the floor

• What is the purpose of an industry show?

• Who will be approaching you?

• Trade vs retail?

• What type of questions will they be asking you?

This training is about what you’re going to say and what material you’re going to share with them.

Who are you?

escalator pitch group exercise

Is your stuff sticky?

• Brochures

• Business cards

• Websites

• Giveaways

• Social media

• Clarity of message

Groupwork

Of the marketing collateral you use what has worked and what hasn’t?

Content strategy

International trends in tourism

for the international travellers • short-term booking (last minute, even for the repeat

customers)

• convenience instead of tight schedule

• shorter stay, but more frequent trips

• less loyalty for a destination

... that means for the travel industry• more customers needed to generate the same results

• more marketing effort required

International trends in tourism

Ecological awareness• responsible-minded behaviour in everyday life• separation of solid waste• locally and biologically produced food etc.

...and their holidays ?•what is taken for granted at home, they also expect in their holiday destinations•they want to know how deep the (ecological) footprints they leave behind• Tour Operators are expected to act responsibly and to offer sustainable travel products

International Trends in tourism

• to ask for discount has become socially acceptable

• paying too much is „weakness“

• trend towards „all inclusive“

• high-priced brands are en-vogue

• people are ready to pay for good quality, and for

convenience and luxury (if they can see the added

value)


• Travellers are becoming increasingly discerning in

terms of experiences….authenticity rules

• Travellers are increasingly using non-traditional

channels to research and book holidays e.g.

internet and social media

• Travel Agents and Outbound Tour Opeartors under

severe pressure and therefore need to offer

something “extra”


people feel younger

Dürer‘s motherwhen she was 63 years old

Sophia Lorenwhen she was 63 years old

Purpose of Market Research

• To identify customer needs and then meet those needs

• To learn about customer attitudes and values• To help develop products and services that

meet identified needs• To discover sales trends• To find out about competitors’ activities• To measure the effectiveness of promotional

activity• To segment customers into groups or types

Market Research

• Who are your clients• Geographic• Trade vs retail• Groups or independent travellers

• What are your clients looking for?• Budget vs Luxury• Adventure vs Comfort

• Who are your competitors and who are they not?

Types of research

• Unique research that uses surveys, interviews and

questionnaires to find out about information is

‘primary’ research

• Using existing information and statistics to learn more

about markets is called ‘secondary’ research

Primary research resources

• Surveys

• Interviews

• Questionnaires

• Client feedback forms

Secondary research resources

• Google…….obviously

• Tourism update

• SA Tourism

www.southafrica.net/sat/content/en/za/research-

home

• STATSSA www.statssa.gov.za/

• Websites of tourism stakeholders both local and

international

http://www.statssa.gov.za/

http://www.statssa.gov.za/

Sales Research

Pricing….a really touchy subject

• 1st step is to calculate Nett Rate:

• Nett Rate = Total Costs (fixed and variable) +

Profit Margin

THIS IS YOUR BOTTOM LINE

This is also your S.T.O. rate

Pricing….a really touchy subject

• 2nd step is to determine your commission

structure (could be 10-30%)

• This allows calculation of your Rack Rate

RACK RATE IS YOUR RETAIL PRICE

• Rack rate =Nett (STO) rate + commission

• Do not mark up on top of rack rates to tour

operators and the trade

Pricing

Death by powerpoint

Everything should be made as

simple as possible but not simpler

• 30 000 000 powerpoint presentations every day

Presentations fail due to a lack of :

•Significance

•Structure

•Simplicity

•Rehearsal

Plugging Social Media

• Avatars

• Simplicity and clarity

• Logos

• Photos on your profile

• Photostreams (Flickr, instagram, tweetpics)

• Twitter handle

• Facebook custom URL

• Fb cover photo