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Presentasjon ved Al Merschen (Myriad Marketing). Plenumssesjon første dag av konferansen "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
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Creating the Media MixPresented by
3
This presentation
will not...• Give you every
answer• Sell you any
media• Make you an
expert
This presentation
will...• Educate you on
basics• Make you want
to learn more• Challenge your
thinking
TARGETMARKETS
DISTRIBUTION
Inbound Tour Operator
RetailTravelAgentConsumer Wholesalers Product
DISTRIBUTION
Inbound Tour Operator
RetailTravelAgentConsumer Wholesalers Product
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www
www
www
www
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DISTRIBUTION
7
Consumer Retail
Travel Agent
Inbound Tour
Operator
Wholesalers Product
What’s Happening to Travel AgentsOnline
Marketing
Proportions of Internet Traffic
9
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%
10Source: Hitwise data, hotelmarketing, August 20, 2010
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
Google Maps to add Hotel Rates
12Source: Talking Travel News, June 2010
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
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
15Source: Portrait of American Travelers, Ypartnership, June 2010
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
16Source: comScore MobiLens data, August 24, 2010
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
1718Source: Akamai Technologies, hotelmarketing.com, November 2010
Mobile Advertising Engagement
• 17-23% of people engage in mobile-advertising
• Much higher than for online advertising
• Conversion
18Source: Medialets, bonniercorp.com, August 2010
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.
19Source: U.S. Patent and Trademark Office, via hotelmarketing, August 2010
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
Social Networks
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
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
23Source: European Commission Eurobarometer, October 2010 and Trendwatching, June 2010
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
“TripAdvisor Trip Friends”• Launched in June 2010 • Allows travelers to get advice
from their Facebook friends on properties/destinations
• Reviews from friendsand acquaintances hold more value
25Source: Hotelmarketing.com, June 14, 2010
26
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.
27Source: Travel Weekly. September 7, 2010
Just Launched Facebook Places
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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
29Source: tnooz August 19, 2010
Other Social Networks
• Twitter: 100 million+ users, with 50 million tweets sent each day
• LinkedIn: over 65 million members• Foursquare: has one million users
30Source: Trendwatching, June 2010
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• 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 tweet32Source: CNN, October 12, 2010
33
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
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
What Can Flowtown do?
36
Social Media Users Follow Only 5 Brands
• 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
• Users follow 5 Brands consistantly• 58% will stop following a company if it
acts irresponsibly • OR...over-communicates with them
37Source: 2010 Cone Consumer New Media Study, November 2010
53%
1-5None10+6-9
“Like” on Facebook, “Follow” on Twitter or subscribe to an RSS feed:
Online Video
32% of travelers watch travel-related videos when researching hotels online
39Source: Forrester Research, Q1 2010
Viral Video: Evian Roller Babies
• Currently received 100 million+ total views
• Started online and evolved into TV commercials
• Lets take a look
40
What’s Happening to Travel AgentsThe Reality
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...
42Source: ZenithOptimedia
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...
43Source: DoubleClick Benchmarks Report: Year in Review 2009
44Source: DoubleClick Benchmarks Report: Year in Review 2009
CTR by Industry
45Source: DoubleClick Benchmarks Report: Year in Review 2009
Case Study - Best Job in the World
46
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
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Case Study - Best Job in the World• Spend was approx. 1 Million USD
• Result for direct increase in visitation...
• Nothing!
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What’s Happening to Travel AgentsAdvertising Balance
The Credibility Continuum
50
Family/friend recommendations (81)
Travel guidebooks (57)
Online travel agent (54)
Online advisory site (53)
Travel agent (46)
Company/ destination site (46)
Media coverage (43)
Brochures (39)
Blogs (33)
Travel advertising (27)
Facebook/Twitter (19)
YouTube (14)
Have a great deal of confidence in…
Source: Portrait of American Travelers, Ypartnership, June 2010
Advertising Spending
51Sources: DMA’s Power of Direct Marketing/ Ad Age Apr 2010
Direct Mail
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%.
53Source: DMA’s Power of Direct Marketing Report, Dec 2009
What’s Happening to Travel AgentsPublications
Guidebooks on Amazon
• How to Use an Ipad: 11 books• Two have Kindle editions • Other publications available
55
Guidebooks searches on Amazon
Norway: 94 guidebooks
56
Power of Magazines
During the 12-year life of Google to date, Magazine readership has actually increased 11%
57Source: Power of Print Campaign 2010
Power of Magazines
• The Internet is exhilarating...Magazines are enveloping.
• The Internet grabs you...Magazines embrace you.
• The Internet is impulsive...Magazines are immersive.
58Source: Power of Print Campaign 2010
We surf the Internet. We swim in magazines.
59
Magazine Readership Continues to Grow
60
The average reader spends 43 minutes reading each issue of a magazine.
Source: Bonnier Corp, MRI, Spring 2010
Broadcast TV
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
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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
63Source: The Nielsen Company
Broadcast can be Truly Memorable
Outdoor
Outdoor
66
• Spend grew to $1.9 billion in the second quarter
• Billboards, Bus Posters, Outdoor, Subway Posters,Automobile Wraps, ATM Advertising, ElevatorAdvertising, Blimps
• And More!
Case Study - Club Med
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Case Study - Club Med - NYC
68
• 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
Radio
Radio Audience Still Growing
70
• 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
Integrated Media
Online site evolved into a travel magazine
Sherman’s Travel
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Microsoft TagsScan Tags from your mobile phone for instant access to information, websites, videos, reviews, and more
73
• Use Traditional Media
• 2010• $500 Million
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I know half my advertising works...
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I just don’t know which half
The Complete Travel
Experience
Anticipate & Echo
ANTICIPATION
TRAVEL
ECHO
Anticipate & Echo
ROI
Keep In Balance!
83
TAKK
310 545 4200www.myriadmarketing.com