i feel slovenia, i feel my guest direktni marketing v · pdf filei feel slovenia, i feel my...
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I FEEL SLOVENIA, I FEEL MY GUEST
Direktni marketing v turizmuNeja PetekMitja LavtarAgencija za marketing v turizmu Nea Culpa
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GOST JE KRALJ
CRM = customer relationship
management
KLJUČ DO DOBREGA
DIREKTNEGA MARKETINGA
Gost =
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CRM = customer relationship
management
KLJUČ DO DOBREGA
DIREKTNEGA MARKETINGA
Gost =
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Marketing=
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Marketing=
Vse je v …
Ustvarjanju
potrebe in tlakovanju
poti do njene uresničitve
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Marketing=
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I OWEU: UOWEME
Bodimo vedno tu in zdaj za gosta
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KAJ JE
DIREKTNI
MARKETING?
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Brošure in katalogi
Telemarketing
E-novice
Personalizirana pošta
Odzivno oglaševanje
Splet in družbeni mediji
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Pri direktnem
marketingu direktno
nagovarjamo točno
določene skupine
gostov
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Smo ob pravem času na pravem mestu s pravim sporočilom
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Zato moramo
zelo dobro
poznati gosta
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ATL MARKETING : BTL MARKETINGmasovni turizem : butični turizemmnožični mediji : direktni marketing in personalizirana prodaja
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Direktna pošta
Direktna pošta
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Direktna
pošta :
E - novice
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Telemarketing
Povejte, kdo ste (kratko in
sladko)
Zakaj kličete
Kakšna je korist za gosta
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Vsak je
urednik
svojega
spleta
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Vsak je
poročevalec
vsega, kar
objavlja
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Oglaševanje
z direktnim
odzivom
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segmentacija profilov
gostov in tržišč
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Brošure in katalogi
Telemarketing
E-novice
Personalizirana pošta
Družbeni mediji
SMS marketing
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Zakaj baze podatkov?
• Ključna sestavina direktnega marketinga
• Podatki Informacije
• 360° pregled nad strankami in podjetjem
• Ažurnost informacij
• Database marketing*
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Uporaba baz podatkov pri marketingu v turizmu
• Transport
• Nastanitveni obrati
• Atrakcije
• Destinacije
• Turistične agencije
• Splošni nasveti
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Transport
• Letalski prevozniki v 70’: razvoj programov zvestobe
• Marketinške inovacije hitro kopirajo
• Nujna je segmentacija kupcev
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Nastanitveni obrati
Sredi 80’ razvoj programov zvestobe - vrednost stikov
Testiranje marketinških iniciativ - dobro orodje za odziv na slabo zasedenost
Kaj vpliva na lojalnost?
Hoteli
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Atrakcije
• Kazinoji in baze podatkov
• Disneyland in sodelovanje s podjetji
• Muzeji in uporaba podatkov
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Destinacije
• Težko beležiti podatke
• Ustanavljanje klubov
• Ključno je sodelovanje s privatnim sektorjem
• Sodelovanje različnih industrij
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Turistične agencije• Dokaz, da direktni
marketing deluje?
• Stalne vs. nove stranke
• Potrebno pridobiti čim več informacij
• Na podlagi tega pripravimo akcije
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Splača se!
•Ustvarimo lastne medije
•Povezujmo se z drugimi predstavniki industrije
•Povečajmo produktivnost
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Kaj torej beležimo?
• Ime Priimek• Spol Datum rojstva• Datum poroke Datum rojstva otrok• Tip avtomobila Poraba• Sezona Aktivnosti• Vrednote Priljubljeni časopisi, knjige, drugo• Naslov Podjetje• Denar Frekvenca• Pravna oblika Življenski stil
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Identifikacija trga
Demografsko in psihološko profiliranje. Personalizacija
Prirejeno za povprečnega člana skupine Uporaba informacij o posamezniku
Promocija
Fokus na TV in revijah Direktni marketing
Cene
Promocijske akcije Prilagajamo kupcu
Primerjava masovnega in direktnega marketinga
Masovni marketing Direktni marketing
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Management prodaje
Spremljanje podatkov po posamičnih enotah Souporaba informacij
Distribucijski kanali
Preko posrednikov Sami
Novi produkti
Osredotočenost na ponudbo Osredotočenost na gosta
Nadzor, spremljanje
Delež na trgu, prodaja, profit Kupne navade, ogranjanje starih in privabljanje novih strank, vrednost strank
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E - novice
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E - novice
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E - novice
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E - novice
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E - novice
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Posebna presenečenja, nagrade, spodbude za goste
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Kako povezati identiteto turistične tržne znamke s komunikacijo z gostom?
Zakaj in v čem je naša osebna komunikacija boljša?
Kje se začne?
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OSEBEN ODNOS DO GOSTA
100 % posluh in empatijaNasmeh in neverbalna komunikacijaNadzorovanje razpoloženjaPreverjanje zadovoljstvaPomnjenje imena, želj in navad
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Prepoznavanje potreb na podlagi vprašanj, ne
domnev
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odp odprta usmerjevalna
zaprta vprašanja
odprta nevtralna
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Quality
Delivering on promises
Conforming to standards
They know what they are doing
and you rarely see an error
Customer Satisfaction
Service Excellence
Shifting expectations
Making “I Feel Special”
There is nobody that can match them
for friendly and outstanding service.
They always make you feel special
and they always go for extra mile to
serve you.
Recommendation
Positive words of mouth advertising
E EMOTIONAL NEEDSFUNCTIONAL NEEDS
Source: Sofitel hospitality management
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Zlati klic
ob povratku
z oddiha
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Integracija
SO
LO
MO
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Z veseljem smo vam na voljoNeja, Anja, Tinka, Mitja in Eva
Nea Culpa, Agencija za marketing v turizmu
Parmova 14
1000 Ljubljana