finland is a fairy tale. association: finland is a fairy tale
TRANSCRIPT
Finland is a fairy tale
Association: Finland is a fairy tale
Tourist expectations: leisure and nature as a whole
People expect to be recovered physically, mentally and emotionally in the land of miracle
Audience: adult women (possibly with children) focused on health and wellbeing. It’s not the first time that they visit Finland and they expect to see
improved and upgraded service.
What they want: Spa-leisure, comfortable accommodation, healthy food,
nature, safety , treatment, and activities.
How they want to get it:
1. A package formed before the trip (set packages available for purchase through websites).
2. During the trip, it should be easy and understandable (set packages available for purchase at reception).
What people are focused on right now:
Different companies managing different activities = people don’t understand how to use the system. Who to ask.
Hotel?
Spa?Food?
An activity? A treatment procedure?
What people are focused on right now:Advantages Disadvantages
Beautiful nature No information about facilities (non availability/availability of kettles in the hotel room, microwave oven to heat baby food and etc).
Family activities No information on prices and services that may be interesting for tourists. Awareness of buying certain things (“I’m afraid to look stupid at Finnish eyes if I ask”).
Spa-complexes No packages for 2 adults and one child.
Convenient location Not enough information in Russian on websites and inside hotels/cottagesLack of package offers (accommodation + spa + meals)Inconvenient method of payment for extra services purchased on-the-spot
What we want to sell?.
A hotel room ?
NO!
A hotel room + spa + meals + activities + treatment?
YES!
An example of successful strategy.
Ferry voyage? Cruise “on a stylish wave”+ SPA+ delicious dinner + juicy shopping?
NO!
YES!
Expectations: package offer.
Expectations: package offer
Expectations: package offer
Expectations: package offer
“Autopackage”
Special offers and bonuses for Prisma card-holders
Recommendations
Recommendations
Specific packages for families (a room + spa + meals + extra activities options) with a “special feature” inside or for the “special price”. Possibility of paying at check out for the whole service (including food and spa) and to have a room account for all services. Information on hotel room facilities.
Bonus programmes for regular customers (one extra night included, dinner included, spa-visiting included, fishing included). Nice small gifts for families with children (e.g., a toy for a child).
Current promotion tools for Russian marketing
1. Good-selling website rules.2. Your website and its promotion with the help of SEO. 3. Your website and its promotion with the help of context advertising. 4. Banner advertising on topical web-sites and banner exchange networks . 5. PR-article placement on topical web-sites.6. Round PR-campaigns in Social Media. 7. Seminars and event arrangement.
Good-selling website rules.
What is good-selling website? It’s. What is good-selling website? It’s a combination of convenient interface and some methods to make a sale. There is not only a landing-page but ordinary websites.. Features: Your potential client should get immediate answers to following questions: Who? (what company), Where? (contacts of a company), What? (what product or service).you introduce).
Good-selling website rules.
Your website and its promotion using SEO.
1. SEO (Search Engines Optimization) is a set of measures aimed at improving the website ranking in the search engines by a list of popular requests to attract potential audience.
2. Improving the visibility is a difficult and time-consuming process.
3. First results will be seen only in 3-6 months after the start.
5. SEO is an investment to the future that you can make right now.
4. If your website is in TOP-1O it means any user with a relevant request may become your client.
SEO-promotion example in Yandex.ri and Google.ru.
Your website and its promotion using Context advertising .
Contextual advertising is a form of targeted advertising for advertisement appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.
Context advertising example on a website.
Banner advertising on topical websites.
Banner exchange network.
Banner exchange network audience.
Banner exchange network technologies.
Banner exchange network Kavanga contains following well-known websites:
PR-placement on topical websites.
Round PR-campaign in Social Media.
Seminars and event arrangement.
Exhibition, presentations, seminars Launching corporative events
Advantages :
Boosting brand loyalty Focusing on broad audience
Selection of promotion strategy.
Website (should contain an easily understandable offer for
potential audience).
Where your potential client can find you? ( selection of proper
promotion channels)
Why you? (specific attractive offer)
Work with your client starts from your website
(expectations = substance of services offered)
