Tijdens het Holland Marketing Congres 2013 gaf Vicki Wickens, Hoofd Business Development van Expedia (UK en Ireland) een toelichting op de recente ontwikkelingen in de Engelse reismarkt.
2. Agenda
• Introduction to the UK Market
• Current landscape
• Opportunities and recent developments
• Holland and the UK Market
• Performance of Holland in the UK
• How to effectively grow your business
• Building a brand on the web
• Strategic Marketing Partnerships
• Summary and Questions
10. Building a Brand in the UK Marketplace...
What are you looking for from your marketing activity?
• Efficiency?
• Scale?
• ROI?
• Open new markets?
• Diversify revenue streams?
• Increase awareness?
• Drive Sales?
• ALL OF THE ABOVE?
11. E-Marketing - 5 tips
• Define what you are trying to measure
– Sales? Market Share? Traffic to your website?
• Understand your target market
– Consumer or Trade?
• Know your e-marketing tools
– Display media, SEO, SEM, Email marketing, social media...
• Remember that the consumer is king
– Consumers want value, they want to engage and they will
shop around
• Find the right partner
– Can they provide wider distribution for your products?
How will they market your destination or service?
12. 5 Steps to Evolutionary Marketing
+ 5. Upgrade your
site for ancillary
Consumer Relevance
revenues
+ 4. Be active on
UGC* sites
+ 3. Run
marketing
campaigns
+ 2. Promote
deals and offers
1. Get your
product onto
the shelves
Long-term Brand Value
*User Generated Content
14. Optimise your production to meet the needs of the market…
Ensure you have a strategy in place for every UK traveller…
Last Minute
Last Minute Short Term
Short Term MediumTerm
Medium Term Long Term
0-30 Days
0-30 Days
30 + days
30 + days 60+ days
60+ days 90+ days
Leisure Travel
Leisure Travel Strategy
Strategy
Package Strategy
Package Strategy
?
Corporate Travel
Corporate Travel Strategy
Strategy
MOBILE Strategy
MOBILE Strategy
? ?
15. How to Influence the Travel Decision Making Process
• Build your own brand to showcase and convert your products and grow your business
• Combine media products
• Build brand awareness
• Drive conversions
Target specific content
Drive conversion
Make the experience Impact the point of
Highlight integrated in trusted purchase; offers,
Use direct email to environments, exposure, reminders
key prospects, leverage social and
segment and peer opinions
understand your
Build Awareness audience
Capitalise on the “bill
board” impact of
relevant display
advertising