OPTIMIZING MARKETING PERFORMANCE

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OPTIMIZING MARKETING PERFORMANCE YIELD
THROUGH THE INTERNETSimon MilneApril 14
2008, Punta Arenas
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www.tri.org.nz
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NZ Research

Golden Bay
Wellington
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Global Research
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Common Challenges

• How do we reach markets, compete build and
  develop a destination?
• How do we grow and network Tourism Enterprises?
• How do we develop a sustainable tourism industry
  that maximises profits and also increases yield
  to the local community?
• How can information and communication technology
  assist?

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THE NEW ZEALAND STORY
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International Visitor Arrivals
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International Visitor Expenditure
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STRATEGIC FOCUS
Yield per visitor
Total spend

• Numbers

Environment
Community
1980s
1990s
2000s
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TOURISM YIELD
VISITOR EXPERIENCE
COMMUNITY INVOLVEMENT SENSE OF PLACE
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Key global market focus Growing interest in
authentic experiences not mass produced
products (environment, community) Those seeking
experiences are also often experienced
travellers The high yield interactive
traveller
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Consume a wide range of tourism products
Opinion leaders
Experienced Travellers
World Citizens
Use the internet to plan
Enjoy the outdoors
Enjoy lifes indulgences
Technology Users
Value Authenticity
Big spenders
Risk Takers
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What makes Interactive Travellers choose
experiences and what satisfies them?
Place Beautiful landscape, site of importance to
New Zealand / Maori
People Natural, humorous, passionate,
knowledgeable, sharing, professional its about
connection
Quality Standards, timeliness, infrastructure,
consistency
AUTHENTICITY
Visitor
Stories Share your stories, values, experiences.
Lets them understand your way of life
Exertion and Thrills Options that allow choice of
thrill or exertion levels
Experience
Safety Feel safe, modern equipment and buildings,
safety briefings
Interpretation Interaction, participation,
involvement, learning, translation and the way
you deliver or convey
Number of Visitors Intimate, comfortable, not a
feeling of mass market
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The internet

• Number one source of travel information prior to
  international journeys
• Growing source of information while travelling
  (mobile technology)
• Important tool to generate word of mouth and to
  provide post-travel feedback

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Campbell - TNS
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USER GENERATED CONTENT (UGC)

• Changing the way tourists make choices, influence
  others and make their voice heard
• Positive or negative for business depending on
  your outlook and approach
• A valuable tool to building a responsive and
  flexible business

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How satisfied are our visitors?

• Need better pre-trip information
• Opportunities to learn about and experience
  culture (including Maori), in an authentic way,
  are felt to be lacking.
• Visitors are also looking for complete
  experiences flexibility and a sense of place
  this will encourage spend and increase yield

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NEW MARKETING CAMPAIGN

• YouTube video (many million hits)
• Produced by Lord of the Rings workshop
• Emphasis on combined experience enviornment,
  food, culture, sense of place
• Forever young - experience what we have no
  matter what your age
• Move off the beaten track

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Levels of website coverage
Initial Hits
Uniqueness of local content
Global Website www.expedia.com
HIGH
LOW
National Website www.newzealand.com
Regional Websites
Business and Community sites
HIGH
LOW
POTENTIAL
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REGION COMMUNITY

• Host experience is vital
• The interactive community
• Websites that work for community and tourist

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Business, networks and community
Community
Building
All businesses are members of a community.
Software
Businesses work better as part of networks
clusters
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www.westernsouthland.co.nz
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Pod casting and SW Southland

• Unique local content of value to community and
  visitor
• Links to heritage and oral history projects
• Links to local schools
• ICT infrastructure is vital
• Wireless zones free use for visitor and
  community
• Tourism provides technology and the hook to use
  it..

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Web raising
Community
Business
People
Food
Places
Sport
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Web-Raising
Gather Local Content
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Web-Raising
Crafts
Places
Attractions
History
Culture
Pictures
Activities
People
Lifestyle
Politics
Sports
Authentic Content
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BUSINESS
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www.wharekauhau.co.nz
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www.whalewatch.co.nz
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www.maorifood.com
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www.maoritreasures.com
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www.marlboroughsounds.co.nz
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www.nukubati.com
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www.tuckamorelodge.com
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WEB AUDITPATAGONIA AUSTRAL
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Motivators (satisfiers)

• Motivating factors are the factors that attract
  user attention. This differs depending on the
  context of the website, but can include pictures,
  interactive media, and highlighted specials.

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www.sernatur.cl
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Interactive map
Dynamic images
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• www.comapa.com

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www.comapa.com
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Animated logo and features

• www.fortalezapatagonia.cl

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• www.hostelamerindia.com

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Background music

• www.hostelamerindia.com

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7a
Various programmes, clear sitemap, colourful
images, full of information
www.patagoniaaustralis.com
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• www.hotelesaustralis.com

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11a
Interactive content Virtual tour
www.hotelesaustralis.com
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Simple effective English translation

• www.chileanpatagonia.com/estrecho

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Hygiene factors (dissatisfiers)

• Hygiene factors are the less glamorous factors
  which may annoy and frustrate the user so they
  lose interest in the message that the website is
  trying to present. This may result in a less
  receptive consumer, or the website being
  abandoned in favour of another source.

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Broken link
www.turismo21demayo.cl
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Broken links
www.turismolagogrey.com
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• www.hostelkeoken.cl

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FINDING THE SITE

• Search engine optimisation
• Linkages are important especially links to the
  site
• A role for wireless and mobile technologies

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WIRELESS/MOBILE TECHNOLOGIES

• When logging on the regional or business website
  appears first on the screen
• Gives travellers a reason to stop and spend time
  in a place
• Develop access through mobile technology

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LINKS

• Links to surrounding attractions and broader
  networks of businesses

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• www.yamana.cl

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Link to region information
www.yamana.cl
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Link to region information
www.yamana.cl
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• www.lodgecerroguido.cl

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Animated map with Links to surrounding places
www.lodgecerroguido.cl
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Surrounding places
www.lodgecerroguido.cl
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• www.fantasticosur.com

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Regional links
www.fantasticosur.com
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Customer comments
www.fantasticosur.com
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Authenticity Online User Generated Content

• One particularly effective way to communicate
  these experiences is through the opinions and
  accounts of other travellers online in weblogs
  and forum postings. This user generated content
  can be perceived by consumers to be more genuine
  it is assumed to be free from any marketing bias
  or other vested interests.

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• www.greenpatagonia.cl

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Link to personal blog

• www.greenpatagonia.cl

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Link to personal blog

• www.greenpatagonia.cl

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• www.patagoniactiva.cl

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Clear sitemap, well presented, full of information
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Interaction with users
www.patagoniactiva.cl
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Environmental SocialResponsibility
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USER GENERATED CONTENT (UGC)
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WEB AUDIT RESULTS

• reasonably wired
• isolated sites (links?, portals?)
• relatively little coordination
• still limited links btw tourism other
  sectors/community
• inaccuracy (dated, poor activity
  information)
• more opportunity for client relationship
  building post-visit

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Tourism Web-audit
Technical Competency
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Local business networking
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Local Income/Linkage Generation
Sense of Place
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Visitor Info.
Mission Advocacy
Feedback Relationships
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Community linkage
An unbalanced mix
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MISSING LINKS VISITOR EXPERIENCES

• Food eg links from menu
• Arts and culture links
• Links to surrounding attractions and broader
  networks through trails
• Community history and knowledge
• Building visitor experience

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Continue to build content and sense of place

• Connect places to stories
• Create a sense of place
• Build experience and build yield
• Engage community (schools, oral history etc)

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UGC focuses on staff but often web sites do not.

• Your staff are a key point of contact
• They have stories and experiences to share
• Do they know the message your web-site presents
  to your clients?
• Would their involvement in content improve
  their/your performance?

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• www.chilenativo.com

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RESEARCH

• Make use of your own data and use technology to
  assist do you have a web-survey on your site or
  any feedback forms?
• Google your business and destination and review
  UGC
• Partner with other business and/or universities
• International benchmarking (on-line real)
• Web surveys

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CRITICAL ISSUES

• THE CUSTOMER IS EVOLVING KNOW YOUR CUSTOMER
• THE VALUE OF RESEARCH KNOWLEDGE
• USE THE INTERNET TO ITS FULL POTENTIAL
• THE CRITICAL ROLE OF NETWORKS AND COOPERATION
• THE IMPORTANCE OF EXPERIENCE (COMMUNITY,
  CULTURE, FOOD etc)

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Thank You
simon.milne_at_aut.ac.nz