Presentation by Paul de Waal of SMARTGUIDES at the E-Tourism Africa Summit 2010

1. eMarketing
&
the eBrochure
13 & 14 October 2010
Inspirational Places Mini Indaba

2. Computer Age
We live in the age of the computer
• No longer the age of the printed brochure
• Online marketing
• Rise of direct marketing
• Social media
• Online Travel Agents
This is where everybody is telling you to invest
And they are right, you should be

3. Travel Agent
But the agent is still alive
The ‘pipeline’ still provides the majority of
business from overseas into the top end of
the Southern African travel market

4. The Pipeline
Client
Travel Agent
Tour Operator
Product

5. The Problems
The Economy
Change Marketing Focus
Competition

6. The Economy
Sadly there is not much that SmartGuide can do on its own to
fix the global economy.
But we believe that by changing the way we market we can
significantly increase Africa’s share of the world travel
market.
The whole of Africa constitutes only 4% of this $8 Trillion
market.

7. Direct Marketing
The trick to the ever growing monster of direct marketing is
CONTENT
Africa suffers from a lack of quality content on the internet
What is it that this lack of information, especially the lack of
accessible rich media, does:
• Difficult to visualise and plan your holiday in Africa
• Lets other continents get ahead of us
• Leaves us with the stigma of the “dark continent”

8. The “Dark Continent”
This does not just apply to direct marketing
What about the Pipeline?

9. Competition
So where have we marketed Africa and our products to?
We have marketed them to the Tour Operators
We are now marketing them directly to the Clients
We have never marketed them to the Travel Agents
And it is the Travel Agents who are the face of the Pipeline

10. Geo-locate
Input
(Create & Aggregate)
SmartGuide Approach
Distribution
Text and Audio
Images
Tourism Organisations
(National, Regional, Local)
Map
Tour Operators
Tourism Products
(Accommodation, Activities, etc)
Hotel Groups
Marketing GroupsVirtual Tours (360 pictures)
Videos
User Generated (You
Tube, Flickr and Reviews)
Travel Agents
Providing a powerful platform that the industry can use to promote Africa

11. The Power of Mapping

12. e-Mapping
The latest interactive mapping technology has the power to:
• Support rich media
• Shed light onto the “unknown”
• Be an extremely powerful marketing platform

13. e-Mapping
Why is this?
• Geo located information says a whole lot more
• Geo located information is more relevant
• Easy and logical to search and access information
• Maps provide a spatial understanding in a glace
• Maps are synonymous with travel and travel planning
• Interactive

14. Africa on the Map
Cape Town
15 000

15. Resort Layout vs Interactive Map
Which one represents and sells the product better ?

16. The SmartGuide Solution

17. Zoom In – The Cape

18. Geo-Located Guides
Geo-located – relevant
Easy to create / customise

19. Each Icon Carries Content
Images
Videos
Audio
Flickr
Text
360s
Zoom in

20. Zoom In

21. Tour Operator Integration
Click on the
Link to Map

22. Distribution of Map
Websites
Provides:
• Destination / Location Guide
• Interactive Experience
• Large library of Rich Content
Websites
Provides:
• Destination / Location Guide
• Interactive Experience
• Large library of Rich Content
Sales Agents
Assists with:
• Providing information
• Education
• Empowering them to Sell
• A sales tool
Sales Agents
Assists with:
• Providing information
• Education
• Empowering them to Sell
• A sales tool
Social Media
Used in:
• Blogs
• Twitter
• Facebook
Social Media
Used in:
• Blogs
• Twitter
• Facebook
Email
Uses:
• Insert in all correspondence
• Include in Signature
• Attach to Quote
Email
Uses:
• Insert in all correspondence
• Include in Signature
• Attach to Quote
THE MAP
VIRTUAL
ITINERARY

23. Revolutionising the way
travel itineraries are presented
The Virtual Itinerary

24. Virtual Itinerary
Interactive Virtual Itineraries
• Represent an itinerary in an appealing manner
• Provide a spatial understanding
• Are interactive
• Allow potential travellers in-depth research
• Provide depth to an itinerary (Rich Media)
• Provide confidence in recommendations
• Provide confidence in the itinerary

25. The Virtual Itinerary
Car
Scheduled Flight
Charter Flight

26. The Virtual Itinerary

27. The Virtual Itinerary

28. The Virtual Itinerary

29. The Virtual Itinerary

30. Standard Popup

31. eBrochure

32. eBrochure

33. What is the eBrochure
An online presentation that can be used by you and more
importantly others to sell your property
• Not a website
• Designed for presentations
• No contact details
• A one stop shop for all the information the pipeline wants
• Instant distribution
• Allows the pipeline to eMarket your property
• Save on brochure spend

34. eBrochure & the Pipeline
The Pipeline wants your content but it wants it on its terms
The eBrochure allows Tour Operators and Travel Agents to:
• Market your property
• In the computer age
• With all of your content and information

35. SmartGuide and the Pipeline
With the free distribution of the SmartGuide Map, Virtual Itinerary and
eBrochure to 1000s of Travel Agents SmartGuide will:
• Improve their knowledge and therefore confidence to sell Africa
• Give them the tools to let Africa compete in the computer age
• Increase Africa’s share of the world travel market

36. Our Aim
To provide an Online Interactive Map that the industry can use
to promote and sell travel in Africa
To provide a cutting edge Interactive Virtual Itinerary
that the industry can use
to promote and sell travel in Africa
To provide content rich eBrochures that the industry can use
to promote and sell travel in Africa

37. Inspirational Places
The Deal
As with all properties you will have the basic listing on the Map and
for use in the Virtual Itineraries for free
Unlike the others Inspirational Places members will receive the set
up and use of the eBrochure for a year, for free
With the only responsibility of providing feedback

38. Contact Details
www.smartguide.co.za
View the Map
www.africantourismportal.com