Marketing Development of an International Forum:

The One-to-One Approach

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David L Jones, Ph.D. Associate Professor

Hong Kong Polytechnic University

Key Discussion Points

• Concept of one-to-one marketing – proactive approach

• Successful case studies from Polyu

• What we can do to improve• The future of marketing

international conferences to gen X and Y

• Direct marketing process• Putting it to work

One-to-One Marketing Approach

• Building one customer at a time• New way to view marketing– Individually addressable– Two way– Inexpensive

Evolution of One-to-One Marketing

Information Sharing

E-Commerce

E-Business

One-to-One Marketing

Transactions to Relationships

Paradigm Shifts Required• Based on share of the customer,

not share of the market• Differentiate customers, not just

products• Engaging your customers in dialog

Continuum of Online Marketing Communication

Broadcast

Personal

Reactive Proactive

Where Do Types of Media Fit?Broadcast

Personal

Reactive Proactive

Print Ads – Trade Publications

Opt-in E-mail Offer

General Website

Personalized Website

Print Ads – Response Ad

E-Newsletter

Social Networking

Where Do You Want to Be?

Broadcast

Reactive Proactive

Personal

Why Do We Care About One-to-One Marketing?

Benefits of One-to-One Marketing

• Focus Marketing to Right Customers

• Market Right Products/Features of Our Product

• Identify Most Profitable Customers

• Serve Most Profitable Customers

Benefits of One-to-One Marketing

• Manage Less Profitable Situations Better

• Reduce Selling & Marketing Costs

• Improve Effectiveness of Marketing Communications – Dialog

Case Studies from Hong Kong Polytechnic

UniversityInternational Forum on

China Hotel Brand Development&

APac CHRIE 2011

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International Forum on China Hotel Brand Development

International Forum on China Hotel Brand Development

• Mixture of academics and industry–Only 20-30% academic

• 500 attendees• Rotating locations– 2008 Guangzhou– 2009 Nanjing–May 31-June 2, 2011 – Hotel ICON

Key Marketing Points• Invited speakers from a number of established

brands both academic and industry– Shangri-la, Starwood, Cornell and Penn State – Mix/combination of international and domestic

aspects • Speakers, topics, Etc.• Sessions in English and Chinese

• Different pricing strategies • Working with local and regional hotel

associations and government– Strong local partner is always important in

Mainland China.

Marketing Tools We Use• Database of 6,000 plus – Academics and industry

• SHTM publications• Partnering with other

organizations through website links

• Promotion at other conferences• Direct mail and direct e-mail (most

effective)• Everything in Chinese and English

Forum Direct Mail & Promotion

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Current Promotion – e-mail & Website

What Could We Do Better to Be More One-

to-One Focused?

Using One-to-One Concepts

• Be More Targeted with the 6,000 Mailing List– Opt-in E-mails – Know the Preferred Contact Approach

• Customize the e-Mail Message and Website to Specific Groups – Academics and Industry

• Measure the Effectiveness of Each Approach– Coding of Marketing Materials

• Determine Which Partner Links Work Best– Measure the Links to Our Websites

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APac CHRIE 2011

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Asia Pacific Chapter of the International Council of Hotel, Restaurant and Institutional Educators (APac CHRIE) • Academics

– Asia Pacific Federation meeting– Research presentations– Industry and academic speakers on key issues– Attendees from Asia and all other areas of the world

• History– Started 10 years ago– Rotates throughout region

• This year– Hotel ICON – June 2-4– Largest number of paper submissions – Nearly 400– Organized and run by SHTM students

• APac CHRIE 2011 Website

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APac CHRIE 2011 Marketing – Newsletters

Today’s One-to-One Marketing

SMS Marketing• Greatest strength is

immediacy– Saying the right thing to the right

person at the right time• Examples– A special offer– A time-sensitive promotion– Information bulletins– Latest news

• Who might be targeted?

Viral Marketing• What is viral marketing?– Getting consumers to tell each other

about your product, service or website– “Tell A friend”

• Social networking/social media– Reaching gen X and gen Y

Social Media in Marketing

• Social Networking Sites

• Review Networking Sites

Marketing

Look Who is On Facebook

No, Look Who is on Facebook My Mom!

Marketing

Which Social Media Option?

APPS!!!

Use of Web Browsers versus Apps

Using SocialNetworking/Media

• Online social communities• Video distribution channels• Blogs• Podcasts• User-generated review sites

Corbin Ball 2009

Social Media – New Attendees

• Advertising• Discussion boards for

conversation• Introductions and information

exchange before the conference• Interactive session track picks• Attendee meet-ups or

“tweetups”• Real time messaging and

response• Post show follow-up

Corbin Ball 2009

One-to-One Direct Marketing

Process

How Do You Do It?

Six “D’s” To Successful One-to-One Direct

Marketing

1. Decide the Objective

2. Define the Audience

3. Determine the Strategy

4. Develop the Tactics

5. Deliver on the Promise

6. Delight in the Profits

Decide On The Objective

• Start with a well define objective• What do you want the DM

program to accomplish?–Make a sale – registration– Lead generation– Retain past attendees/get repeat

attendees

Define The Audience

• Target the market• Who are the key individuals in

the decision process for attendance?

Determine the Strategy

• Plan of action to attain the objective

• Timeframe for the project

Develop The Tactics

• What DM components are most appropriate?

• Who will handle the project?– Internal– External

• How will the results be tracked?

Deliver On The Promise

• Set realistic expectations for the project

• Determine response rates

Delight In The Profits

• Determine return on investment (ROI)

• Analyze the cost/benefits• Determine success– Increased awareness– Actual $’s generated–Number of leads generated– Repeat attendees generated

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International Convention Expo Summit (ICES)

Putting Our Knowledge to Work

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ICES• Annual conference– Academics and Industry Professionals– Focus is on MICE research and education

• History– Rotates between SHTM, UNLV Singapore

and now Hallym University of Graduate Studies

– Last year – Seoul and Chuncheon– Next year – STHM

• Student organized and run since 2008

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How Do We Use One-to-One Marketing for ICES 2012?

Summary

• One-to-One Marketing – Addressing potential attendees

based on what they need– Personal and Proactive

• SMS and Social Media– Key to One-to-One Marketing

• Direct Marketing – 6 D’s

The Possession of Facts is Knowledge, the Use

of Them is Wisdom Thomas

Jefferson

To Be Fond Of Learning Is Near To Wisdom

Confucius

Thank You

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