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Rob Purdie's presentation - Distribution Service. Northamptonshire Tourism Forum, October 2009 - Kettering Conference Centre
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Northamptonshire distribution service
• Where were we?• Where did we want to go?• Where are we?• Where are we going?
Where were we?
• Good but basic service – cheap?• Varying delivery schedules• “patchy” coverage• No formal top-up policy• No segmentation• No reporting
• You got it to us…we got it out!
Where did we want to go?
• Data:– County CRM system– Segmentation– On-line ordering– Tracking– TAM’s –in and outbound telephone contact– Dedicated telephone and e-mail– Reporting
• Direct/Digital/Design
Where are we?
• Getting there…
• Working with SLB – who are already there!
Tourism database –list by Co. name (unfiltered) also by category/postcode
Tourism Database –multiple categorisation (max 3 by priority)
Tourism database –category filter applied
•Segmentation: + Motorsport, Heritage etc
Segmentation/joint distribution
Route planning: GPS and real-time re-routing
Display holder UIN viaBarcode:• log visit•Track visit• greater efficiency
Leaflet Tracking: now
•individual leaflet to display•Delivery report•Location•Time
Leaflet Tracking: end 2009
Additional information:• number of leaflets delivered•Link to top-up• pick-up rate•Location categorisation•Grading of display•Genre categorisation
Where are we going?
• Adding Value – Marketing packages in development (monthly charge?)– Free diagnostic– Data, design and direct– As above plus e-mail/SMS– As above plus Social Media– As above plus Web-site – Plus bolt-ons: packaged PR;
Posters;Newsletters;Brochures
Any Questions?