Marketing Australia 101

Beginner Workshop 1

Why Australia?

Presented by Rachel CrowleyTourism Australia

Why Australia? 

•Because your clients want to buy it

•Because no-one can sell it as well as you

Why Australia?

Your market wants it…

 •     Australia tops Harris Poll for 8th year in a row

•     Sydney tops Conde Nast Traveler and Travel & Leisure reader surveys

•     Americans rank Australia ahead of Italy, the UK and France as their #1 dream vacation destination

Why Australia?

You can sell it with confidence…

• That it will satisfy

• That it will lead to more business

Why Australia?

• Because making the dream a reality is too hard for most customers to do on their own. That’s where you come in!

Australia’s Unique Experiences

Presented by Kate ShillingAustralia’s Outback

Unique Experiences

Tasmania – wilderness / wildlife, colonial heritage

Queensland – Brisbane beaches and GBR

Victoria – Culture and events

Unique Experiences

South Australia – Kangaroo Island and Barossa Valley

New South Wales – Harbour, Blue Mountains

Northern Territory – Aboriginal Culture, Outback living

Aligning experiences with our target customer

Presented by Ian SwainSwain Tours

Aligning experiences with our target customer

•Qualify your customers – ascertain their needs and wants

•Build rapport with your clients – get personal

•Know what Australia has to offer – do your homework

Aligning experiences with our target customer

• Single / Couple / Family

• Want to travel with a group?

• Have everything planned?

• Prefer some flexibility?

• Is your contact the decision maker for this vacation?

Aligning experiences with our target customer

• Where have they been previously?

• Using what style of accommodation?

• Do they have a budget in mind?

• Are they prepared to pay for something that makes the vacation experience truly unique?

Aligning experiences with our target customer

• Are they adventurous / motivated by experiential & interactive opportunities /culturally inspired?

• Do they have special interests?

• How can you combine these factors into their trip?

• How much of these elements are required in their vacation?

Aligning experiences with our target customer

• Do they have special needs?

– dietary/access or disability issues

– medical considerations

– fears (flying / water / heights)

• How can you make their vacation most comfortable when in a differing environment and routine to home?

Aligning experiences with our target customer

• What are their expectations?

• What do you need to do you need to do to make it a reality?

• What else can you do to exceed these expectations?

Aligning experiences with our target customer

• Remember your wholesalers are there to support you

• Use their resources and share your understanding of the client

• The teamwork you put in with your wholesaler will ensure a rewarding outcome results for all parties involved when the customers expectations are exceeded

Aligning experiences with our target customer

• When you have received the plans from the wholesaler, give the client a bite size overview of what they can do, with enough information to be able to make the decision

• Always be prepared to adapt to the clients needs, they will change

ASK FOR THE BUSINESS !!

Forming Marketing Partnerships

Presented by Linda Wojt, Let’s Talk Travel

Forming marketing partnerships

Small Agency - Entire Staff

Forming marketing partnerships

•Traditional Partnerships

– Business tie ins- Outback Steakhouse Restaurants/Fosters

– Clubs/Civic Groups-including Senior Centers i.e. Soroptimist

– Academics – i.e. anthropology

– Culinary/Wineries/Vineyards

– Athletic Groups-sports/cycling/kayaking/fishing/diving

– Wholesalers – Coop $$

Forming marketing partnerships

•Non-traditional Partnerships

–Movie Promoters

–Zoos

–Golf Tournaments

–Community Centers

–Local merchants – i.e. Jeweler

–Think out of the box!

Forming marketing partnerships

•Game Plan 101–Observe what clients are asking for.–Jot notes down and sleep on it.–If you believe in it, don’t listen to nay

sayers.–What’s in it for everyone but you.–What’s in it for you.–Be enthusiastic about it!

Forming marketing partnerships

•Are you able to…

–Sell to current clients?

–Attract new clients?

–Answer your clients queries?

–Give the clients extra tidbits?

–Stay enthusiastic?

–Make it profitable for you/partners

Forming marketing partnerships

•Executions – Think 3 dimensionally – Advertisement– Press Release– Presentations– Dedicated brochure– Existing clients, friends, etc– Postcards– Newsletters– Web sites & e-marketing– Office atmosphere – posters, treasures, etc.

Q&A