tourism + marketing

MKT theory

promotion, price, place, product are the marketing 4 P’s = MKT MIX

marketing is what comes before and after sales (Avlonitis)

The 4P’s are not 4, nor P’s anymore! (Gummesson)

Consumer theory

A company exists because a consumer buys

A consumer except from products and services, wants and is looking for VALUE

MKT -customer relation?

1960’s 2000’sNetworks

Many to many

1980’s Customer-supplierRelationshipOne to one

MKT aim?

tourism + marketing

What is the existing experience in Greece?

Which are the existing solutions for companies & destinations?

What can we do for that?

Greek Experience in tourism MKT,

2010 A.D.

• Innumerable “MKT” surveys • Innumerable websites• Totally Unfocussed ads • Lack of data -databases • Lack of products and service

management • Absence of serious MKT plans

= ↓ sales

Typical destinations’ management pattern

What led us to the above conclusion? low occupancy rates low return/ income

length of stay reduction BCG products =dogs

Current promotion solutions

1. Newspapers and magazines ads

2. Business directories 3. Attending

Exhibitions and conferences

4. Promotion via tour operators channels

You are not aware of: WHERE are you targeting WHAT your strategy should

look like…

note: you are aware of it, if you have mkt dept

Web solutions

You are not aware of: WHERE are you targeting WHAT your strategy is +WHEN do you need it

HOW much do you need to invest

note: you are aware of it, if you have mkt dept

1. Sites ads 2. Business directories3. online Bookings4. Google campaigns5. Social media use

Result

Cost of investment • 0-200 euro annually in

directories • 1,000-9,000 euro spent

in sites • E.t.c….

ROI ; mostly unknown

0-?$ budget, 0=? result

2 realistic ROI scenarios

risky alternative

or

So, basic problems are

Market in the intangible tourism industry, it is really difficult

to (1) target your market (potential visitors) and

(2) measure your inputs and outputs

Synergy it is also difficult for all

stakeholders to (3) focus and (4) manage the synergy project, so they (we) cannot be neither efficient, nor quite effective.

1 +2 + 3 + 4= problem

any more obstacles?

MKT strategy in tourism Greeks after inventing democracy

and theater, they believe that they invented also

marketing and management.

intangible character of tourism The belief that tourism is services.

No, tourism is products. No, services. Wtf…

Any useful tool?

If there could be one, what its specifications would be?

Focus on target groups Measure input & output

Real time performance Anyplace manageability

And of course… apply to tourism S&D

So, What did we do?

Marketing research (knowledge) Target groups Differentiated servicEPackages SalesStrategyPromotion Targeted synergies with

measurable result

Action (doing)research data web –mobile applications

+ MKT strategy (research) =bookings site=Geolocated service=Mobile applications=Targeted to customer=Real-time response= measure satisfaction maybe

+

detour@ Olympia, Greece

Olympia, Greece

detour@ Olympia, Greece

We want to position Olympia where they deserve and meant to be, and create a

Unique,

Differentiated,

Alternative

Tourism Brand In the global map.

Pirgos Olympia

Create a synergy that will unite and promote Olympia using marketing and the best up-to-dated web tools available.

How: How:

So:So:Ancient Olympia is the biggest Greek brand and among the strongest in a global level. It is the birthplace of Olympic Games since (776 AD), 3000 years ago. Today is mostly a cultural destination.

Olympia’s cultural and natural environment is one of the global symbols of Greek culture and of Olympic ideals and spirit.

On the other side, despite the fact that Olympia is a place of global fame and awareness, it is not being promoted as it should.

Europeans French & Germans

29-49 y.o.Family travelers

Highly educated and of average income

1st target group

Example packages

Germany France

In France and Germany, Olympia is considered to be a popular spiritual, classical and cultural heritage destination.

Target group categories Young parents 29-39 y.o. high and medium education average and high income

The Netherlands Belgium Austria Italia

Target group categories average and high income families with children thematic tourism

Package A Package Β

Cultural tourism

European Cultural tourists

Geo located Mobile web

strategy

MKT strategy and cooperation lead to success

Ο τελικός μας στόχος?If you are not happy, how can you make your customer even happier?

End userconsumer

Original experience

Local supplier

Buy Sale

So…. Keep it simply stupid

Satisfaction

marketing is what comes before and after sales (Avlonitis)

End userconsumer

Original experience

Local supplier

Buy Sale

So…. Keep it simply stupid

Satisfaction

practice comes to confirm theory… marketing is what comes before and after sales (Avlonitis)

Thank you!

For comments, proposals, directions, advices,

and synergies @papadimopoulos@gmail.com

That’s me!, the other is Georgia!!