Presentasjon ved Al Merschen (Myriad Marketing). Plenumssesjon første dag av konferansen "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.

1. Creating the Media Mix
Presented by

3. This This
presentation presentation
will not... will...
• Give you every • Educate you on
answer basics
• Sell you any • Make you want
media to learn more
• Make you an • Challenge your
expert thinking
3

4. TARGET
MARKETS

5. DISTRIBUTION
Retail
Travel Inbound
Consumer Agent Wholesalers Tour Operator Product

6. www
DISTRIBUTION www
www
Retail
Travel Inbound
Consumer Agent Wholesalers Tour Operator Product
www
www
www www

7. DISTRIBUTION
Inbound
Tour
Retail Operator
Travel Agent Consumer
Wholesalers
Product
7

8. What’s Happening to
Online
Travel Agents
Marketing

9. Proportions of Internet Traffic
9

10. Travel Search
• Google gained 6% market share in
travel searches in July over last year
– Up to 30.4% total share
• Yahoo lost 11% travel search market
share from last year
• Bing increased by 69% - the most
significant increase
– Smallest share of travel searches = 3%
Source: Hitwise data, hotelmarketing, August 20, 2010 10

11. Online Usage Trends
• 10% use a hotel application on a web-
enabled smartphone
• 16% read a positive consumer-generated
comment about a hotel/motel, which
influenced their booking decision
• 13% use a social media site to research or
plan a trip
Source: Deloitte Survey, May 2010 11

12. Google Maps
to add Hotel Rates
Source: Talking Travel News, June 2010 12

13. Online Travel Purchase
Process
• The average consumer makes 22 visits
to travel sites (not necessarily different
sites) before buying travel online
• 15% don’t know where they’re going
when they start planning
• 39% don’t know when they will be
traveling
Source: Meskauskas, Jim. ”6 Keys to Vertical Ad Network Success.”
December 17, 2008. Via I-media connection e-newsletter. 13

14. Mobile
14

15. Mobile Smartphones in U.S.
• 3 in 10 cell phones in the US are smartphones
• 19% of which have downloaded a travel-
related app
- 47% have navigated to a destination using the
built-in GPS
- 29% have compared airfares or hotel rates
- 28% have shared photos about their travel
experiences using their smart phone
- 18% have booked air travel or lodging
Source: Portrait of American Travelers, Ypartnership, June 2010 15

16. Mobile in Europe
• The number of European
consumers accessing travel
services via smartphones grew
by 125% in May 2010 to 9.8 mm
• 54% of consumers accessing
travel services did so from a
smartphone in May 2010
• Trend continues
Source: comScore MobiLens data, August 24, 2010 16

17. Mobile in Europe
• Travel accounts for 47% of total
European mobile spend
• Consumers expect a website to
load in less than four seconds,
and in some cases two seconds
• Otherwise, 70% will switch to
another website
Source: Akamai Technologies, hotelmarketing.com, November 2010 18
17

18. Mobile Advertising
Engagement
• 17-23% of people engage in
mobile-advertising
• Much higher
than for
online advertising
• Conversion
Source: Medialets, bonniercorp.com, August 2010 18

19. Apple’s iTravel wants to
connect to hotel services
• The most recent Apple iTravel patent
reveals travelers will be able to:
– make room reservations
– make requests about temperature
– lighting
– the types of food or beverages to have
available
• The iPhone could act as a room key and as
a remote control for things like A/V devices.
Source: U.S. Patent and Trademark Office, via hotelmarketing, August 2010 19

20. Increase in Virtual Technology
• Virtual Reality will have a big impact on
travelers in the near future.
• Google Googles uses
pictures to search the web
– Translates menus
– Identifies unknown landmarks
– Beyond GPS
Source: Nigel Poclington, VP Global Marketing and Strategy, Expedia, via hotelmarketing.com 20

21. Social Networks

22. Older Americans
Social Networking
• More than 25% of Americans 50+
use social networks
• 55+ demographic grew 922% last
year alone
• 73% say they use it to stay in touch
with relatives
Source: AARP Report, via hotelmarketing.com June 2010 22

23. Social Networks
• More than 1/3 of EU citizens use a
social networking site
• The average user has 130 friends
• Spends 55 minutes a day on the site
Source: European Commission Eurobarometer, October 2010 and Trendwatching, June 2010 23

24. Facebook FANS Are...
• 28% more likely to continue
using a brand
• 68% are "very likely" to
recommend a product
• 81% feel a connection to the
brand
Source: Syncapse Study, via Adage.com June 2010 24

25. “TripAdvisor Trip Friends”
• Launched in June 2010
• Allows travelers to get advice
from their Facebook friends
on properties/destinations
• Reviews from friends
and acquaintances
hold more value
Source: Hotelmarketing.com, June 14, 2010 25

26. 26

27. TripAdvisor launches
private sale site
• SniqueAway.com
• “The first members-only
site where each travel deal
is endorsed by the people”
• All hotels featured have
earned a minimum four-
star rating + a minimum
4/5 TripAdvisor rating.
Source: Travel Weekly. September 7, 2010 27

28. Just Launched Facebook Places
28

29. Just Launched Facebook Places
• The ability to pinpoint where users are
located and share information
• Brands can incorporate check-ins on their fan
pages
• Can monitor which fans have visited a
location or property
Source: tnooz August 19, 2010 29

30. Other Social Networks
• Twitter: 100 million+ users, with 50
million tweets sent each day
• LinkedIn: over 65 million members
• Foursquare: has one million users
Source: Trendwatching, June 2010 30

31. Twitter
31

32. • 71% of tweets are ignored
• 6% got retweeted
– 92% of retweets occur within the first hour
• 23% got an @reply
– Of those, 85% only got one reply
– 96.9% of @replies are posted within the
first hour of the original tweet
Source: CNN, October 12, 2010 32

33. 33

34. Four Square
• Location-based social network
(Like new Facebook Places)
• Earn points and badges for
location check-ins
• Links to your Twitter and
Facebook accounts
• Get tips/to-dos at locations
• Brands can offer deals/incentives
for coming to a location
34

35. Flowtown
• Platform that businesses use to
connect with their customers
everywhere in the social web
• Make sense of online data and
turns it into meaningful output in the
form of stronger business
relationship
35

36. What Can Flowtown do?
36

37. Social Media Users Follow
Only 5 Brands
“Like” on Facebook,
“Follow” on Twitter or
subscribe to an RSS
feed:
• More and more people include brands
in their lists of friends and follows
• 77% of users said they followed a brand
for free products or discounts 53%
• Users follow 5 Brands consistantly
• 58% will stop following a company if it
acts irresponsibly 1-5
None
• OR...over-communicates with them
10+
6-9
Source: 2010 Cone Consumer New Media Study, November 2010 37

38. Online Video

39. 32% of travelers watch travel-related
videos when researching hotels online
Source: Forrester Research, Q1 2010 39

40. Viral Video: Evian Roller Babies
• Currently received 100 million+ total
views
• Started online and evolved into TV
commercials
• Lets take a look
40

41. What’s Happening to
The Reality
Travel Agents

42. On line Spend Growing
• Comprised 12.6% of total advertising
spend in 2009
• Expected to grow to 13.9% at the end of
2010
• 15.4% in 2011...
Source: ZenithOptimedia 42

43. Average CTR
• Benchmarking CTR for online campaigns
is becoming more difficult due to large
variations in results dependent upon
several factors
• The average CTR is usually around 0.1%
• When it comes to Travel...
Source: DoubleClick Benchmarks Report: Year in Review 2009 43

44. CTR by Industry
Source: DoubleClick Benchmarks Report: Year in Review 2009 44

45. Source: DoubleClick Benchmarks Report: Year in Review 2009 45

46. Case Study - Best Job in the World
46

47. Case Study - Best Job in the World
• Objective: Create international awareness of the
islands of the Great Barrier Reef
• Winner awarded a 6 month paid job as the
caretaker of the islands
• 100 Million hits
• Received over 34,000 applicants
47

48. Case Study - Best Job in the World
• Spend was approx. 1 Million USD
• Result for direct increase in
visitation...
• Nothing!
48

49. What’s Happening to
Advertising Balance
Travel Agents

50. The Credibility Continuum
Have a great deal of confidence in…
Travel guidebooks (57) Company/ destination site (46) Brochures (39)
Family/friend Facebook/Twitter (19)
recommendations (81) Online travel agent (54) Travel agent (46) Blogs (33)
YouTube (14)
Online advisory site (53) Media coverage (43) Travel advertising (27)
Source: Portrait of American Travelers, Ypartnership, June 2010 50

51. Advertising Spending
Sources: DMA’s Power of Direct Marketing/ Ad Age Apr 2010 51

52. Direct Mail

53. Direct Marketing Ad Spending Up
2010 will mark the 5th year in which
direct marketing has more than 1/2 of
all advertising spent nationwide, with
sales growing at 3.5%.
Source: DMA’s Power of Direct Marketing Report, Dec 2009 53

54. What’s Happening to
Publications
Travel Agents

55. Guidebooks on Amazon
• How to Use an Ipad: 11 books
• Two have Kindle editions
• Other publications available
55

56. Guidebooks searches on
Amazon
Norway: 94 guidebooks
56

57. Power of Magazines
During the 12-year life of
Google to date, Magazine
readership has actually
increased 11%
Source: Power of Print Campaign 2010 57

58. Power of Magazines
• The Internet is exhilarating...
Magazines are enveloping.
• The Internet grabs you...
Magazines embrace you.
• The Internet is impulsive...
Magazines are immersive.
Source: Power of Print Campaign 2010 58

59. We surf the Internet.
We swim in magazines.
59

60. Magazine Readership
Continues to Grow
The
average
reader
spends
43
minutes
reading
each
issue
of
a
magazine.
Source: Bonnier Corp, MRI, Spring 2010 60

61. Broadcast TV

62. Benefits of Broadcast TV
• Reaches a large audience in a short
period of time
• Allows you to be creative with your
message by utilizing sight, sound and
motion
• Opportunity to attach a personality to
your business
62

63. TV Viewership
• The average American watches
35:34 (hours/minutes) of TV per
week
• Kids aged 2-11 watch 25:48 (hours/
minutes) of live TV per week
• Adults over 65 watch 48:54 (hours/
minutes) of TV per week
Source: The Nielsen Company 63

64. Broadcast can be
Truly Memorable

65. Outdoor

66. Outdoor
• Spend grew to $1.9
billion in the second
quarter
• Billboards, Bus
Posters, Outdoor,
Subway
Posters,Automobile
Wraps, ATM
Advertising,
ElevatorAdvertising,
Blimps
• And More!
66

67. Case Study - Club Med
67

68. Case Study - Club Med - NYC
• Purpose: Keep Club Med resorts on the mind of
consumers during months when people plan vacations
• Media Buy: King Size Bus,
Posters and Subway Brand
• Call volume in NY rose 20%
in the first 6 weeks
• Sales rose over 25%
Source: CBS Outdoor 68

69. Radio

70. Radio Audience Still Growing
• More than 239 million persons ages 12 or
older interact with the medium at least once
a week
• Four million more than radio’s weekly
audience in 2008
• Network radio reaches more than 88% of
adults 18 to 34, a 3% increase from the
previous year
Source: Arbitron’s new RADAR 106 report 70

71. Integrated Media

72. Sherman’s Travel
Online site evolved into a travel magazine
72

73. Microsoft Tags
Scan Tags from your mobile phone
for instant access to information,
websites, videos, reviews, and more
73

74. • Use
Traditional
Media
• 2010
• $500 Million
74

75. I know half my advertising
works...
I just don’t know which half
75

76. The
Complete Travel
Experience

77. Anticipate & Echo

78. ANTICIPATION

79. TRAVEL

80. ECHO

81. Anticipate & Echo

82. ROI

83. Keep In Balance!
83

84. TAKK

85. Al Merschen
al@myriadmarketing.com
310 545 4200
www.myriadmarketing.com