PATA Engagement HubBangkok, Thailand

December 6-8, 2017

A PATAcademy-HCDWorkshop

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3Pacific Asia Travel Association

Growth Hacking: How to ScaleYour Business Exponentially

PATAcademy-HCDDecember 6-8, 2017

PATA Engagement Hub | Bangkok, Thailand

OVERVIEW

WHY ‘GROWTH HACKING’?

Growth is the life-blood of any company. In our unpredictable and fast-moving world, the dynamism of growth hackers is essential for any business to stay ahead of its competitors and revolutionise the future of their industry. Because if a company is not growing, it is essentially dying.

Considered the new identity of marketers in our exponentially growing world, growth hackers are proactive, creative, efficient, successful and focused individuals who experiment and re-work traditional marketing and sales strategies to centre on growth.

With tools that are simply not included in the average marketing degree course, growth hackers tap into new markets, software and the intangible commodities of the online and unexplored world. They redefine products and distribution to increase a company’s customer loyalty, development and retention – the competitive advantage of some of the biggest names across industries from Airbnb to Instagram.

PATACADEMY-HCD: GROWTH HACKING - THE MOST EFFECTIVE WAY TO GROW YOUR BUSINESS EXPONENTIALLY

Join us at the next PATAcademy-HCD programme in December 6-8, 2017 to learn how to apply the concept of growth-hacking to your business or destination in order to strengthen your competitive advantage in the market.

The three-day programme will empower you with the tools and principles to apply growth-hacking as a quick-acceleration tool for your business or destination, including:

• Understanding the philosophy of growth-hacking and how it differs from traditional marketing• Developing a growth-oriented business mindset • Learning the growth-hacker’s tools and tricks of the trade through case studies• Identifying the best time and approach to experiment with growth-hacking strategies• Optimising your current assets to develop a growth-hacking strategy• Finding your marketplace, identifying your ideal customer and mastering the customer retention funnel• Knowing your growth hacking identity and applying a unique, personalised strategy

SITE VISIT TO BANG LAMPHU COMMUNITY Explore the “Hollywood of the Past of Thailand” and hidden gems in Bang Lamphu

Located right in the center of Rattanakosin island, this area was once known as the commercial centre of Bangkok. Similar to today’s Siam Square, it was the hub of shopping and entertainment, and was frequented by celebrities and locals. It became bustling multicultural district where many ethnics and races resettled here including Thais, Muslims, Chinese and Mons.

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ABOUT PATACADEMY-HCD

PATAcademy-HCD is an interactive training programme incorporating a series of intensive classroom interactions conducted by leading travel industry experts with practical activities, group assignments, networking events and field visits in and around Bangkok.

Participants will gain hands-on experience by working both individually and on team-based projects where presentations are shared at the end of the programme. From this intensive high-value training, participants take home practical marketing strategies to be applied and implemented in their respective organisations.

Participants who have successfully completed the course will be awarded a PATAcademy-HCD certificate entitled: ‘Certified Asia Pacific – Growth Hacking: How to Scale Your Business Exponentially’

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Dr. Ben SaltCo-founder, UpThink, Hong Kong SAR

This session will touch upon why and how to use social media, including best practices and tools on how to grow your social media presence, incorporate elements of SEO and leverage influencer marketing. Learn the tools to develop rapid organic growth of your social media channels that amplifies your online marketing campaigns using proven customised techniques and creative problem solving that targets and attracts your ideal marketing audience for effective engagement, organic reach, leads and sales. The session will also set the stage for the group project which will involve developing a marketing strategy for a small travel company or destination within a particular niche, employing social media, storytelling, community building and growth hacking tactics, to be presented as a group at the workshop on Day 3.

ABOUT THE SPEAKERBen is a digital marketing consultant and co-founder of the media agency UpThink. His primary focus is helping ethical travel companies exponentially expand their outreach on social media. He has hosted workshops and discussions on inbound marketing, is a board member of the Professional Travel Bloggers Association, and heads a responsible tourism community that brings together aligned bloggers and travel organisations.

Explore the “Hollywood of the Past of Thailand” and hidden gems in Bang Lamphu. Guided by local experts, participants will experience the local neighborhood of Bang Lamphu, while immersing themselves in the unique culture and heritage of the community by partaking in a variety of activities.

PROGRAMME OVERVIEW

Day One Wednesday, December 7 0900-0930 Welcome to PATAcademy-HCD Mr Dale Lawrence, Chief of Staff, PATA 0930-1030 Getting to Know Each Other** (Details at the end of the programme)

1030-1200 The Fundamentals of Growth Hacking

1230-1400 Lunch 1400-1800 Site visit to Bang Lamphu Community

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1400 HiveSters guide will meet the team at PATA engagement hub and depart to Bang Lamphu neighborhood

1430 Arrive Bang Lamphu neighborhood · Visit the beautiful Pra Sumen Fort and Chao Phraya River · Enjoy local experience at Bang Lamphu community and Pipit Bang Lamphu museum

1530 Have fun dressing up in traditional Thai costumes at Duriyapraneet House A Thai music house has been actively engaged in preservation of Thai music throughout several generations. Members include royal musicians and the princess’ teacher.

1600 Split in groups: Learn how to play traditional Thai musical instruments or Thai Dance

1700 Hop on Tuk Tuk and ride around old capital city area than get off at Khao San road continues to explore the bustling the legend backpacker area.

1730 Transfer back to PATA

1830 Arrive at PATA

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Day Two Thursday, December 7

1030-1230 Creating Breakthroughs Guest Experience Maps (GEMs)

Jesse DesjardinsFormer Global Head of Content and Social, Tourism Australia

What creates breakthroughs? The most successful travel, tourism and hospitality businesses leverage three distinct and independent units of their business: their BEFORE, the DURING and the AFTER units. Each unit serves a very distinct purpose and focuses on a different phase in the guest experience. In this session we’ll create a Guest Experience Map (GEM) and use social media to study how a range of operators from around the world have mastered different elements of their BEFORE, DURING and AFTER units.

• The BEFORE unit focuses on getting people to the point where they book• The DURING unit focuses on incredible guest experiences and incremental revenue

generation • The AFTER unit focuses on orchestrating referrals, especially through social

By separating the units of your business, you’ll be able to create predictable and consistent results. That’s where the breakthroughs happen. In this highly interactive session we’ll focus on the principles and the mindsets that create the big strategic breakthroughs in your total guest experience.

ABOUT THE SPEAKERJesse is the former global head of content and social at Tourism Australia. During his nearly 7 years at the national tourism agency Jesse and his team spoke to millions daily via Tourism Australia’s digital platforms. From Australia.com to the @Australia social media profiles Jesse led the team that has made Australia the most followed destination globally. By creating a platform that harnesses the power of visitors and residents the team receives over 3,500 story ideas daily, truly allowing millions of people globally to be part of Tourism Australia’s leading social and content team. Jesse holds an MBA in Creative Leadership and has worked with tourism boards in several countries.

1230-1400 Lunch

1400-1700 Leveraging Marketing and AdTech to reach your audience digitally

Dave RumseyCEO, ASAP+, China

Marketing is increasingly digital, data-driven and real-time. As the marketing department continues to embrace new technologies, there is a growing need to work seamlessly with the IT department to implement and manage the technology stack. This interactive session focusses on organisational and strategic alignment between IT and Marketing, while defining and exploring the evolving dynamics between ‘ad tech’ and ‘marketing tech’. Practice how to develop clear and effective goals for your digital marketing strategy, learn best practices from successful case studies around the world and stay updated on emerging technology at the forefront of the digital marketing field.

ABOUT THE SPEAKERDave is the CEO of ASAP+ a Shanghai based Digital services business committed to helping organisations leverage the dynamic and ever changing Chinese digital ecosystem to connect with the Chinese consumer. In his previous position at Tourism Australia he lead the IT and Digital Marketing transformation program which included the deployment of an integrated technology stack to support the agency global marketing goals, the evaluation of digital marketing software and data analytics tools and the evaluation and selection of a global media services partner to further integrate with the marketing technology advertising ecosystem. He was last year named in the inaugural CIO Magazine Top50 CIO’s in Australia.

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Day Three Friday, December 8

1030-1230 Growth Hacking in Advertising and Why We Have This Complex Environment

Sonal PatelManaging Director and VP, AppNexus APAC, Singapore

This session will dive into the history of disruption in online advertising to better understand the origins of growth hacking and the future in which it is headed. Participants will learn how the emergence of different social media channels have impacted opportunities in online advertising. The session will also explore the concept of data, its significance in the travel industry and the ways in which data has allowed businesses to develop marketing strategies and build brand visibility online. Discussion will also touch upon the relationship between data, platforms and advertising and how they play in the world of Programmatic Advertising.

ABOUT THE SPEAKERSonal has over 14 years of experience in the digital industry with focus on advertising-exchanges, mobile, e-commerce and programmatic advertising. Sonal has been evangelising technology platform advertising in APAC since 2008. She has held various positions in tech advertising at Expedia, Orange Telecoms and went on to grow the International team of RightMedia Advertising-Exchange in Hong Kong and South-East Asia, which Yahoo acquired. Sonal thereafter went on to build and grow Yahoo Audience Extension network (YAN) and then took a role with Google to manage the platforms business in South-East Asia and India for DoubleClick. Prior to AppNexus, Sonal led business development at Twitter in JAPAC which was utilising MoPub mobile ad-exchange to real-time audiences.

1230-1400 Lunch

1400-1500 Group Project Preparation

1500-1545 Group Activity and Presentation: Unveil Your Story In this group exercise, participants collaborate in teams to practice techniques and approaches learned from the previous sessions. Each team will be assigned to effectively market a product, service or destination of their choice. Participants will be required to present their project to the classroom as a group. Each group will be given 10 minutes for presentation.

1545-1630 Wrap-up

Speakers will provide useful feedbacks on group presentation for improvement. 1800 Farewell dinner and awarding of certificates at VIE Hotel Bangkok

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GET TO KNOW EACH OTHER AND GROUP PROJECT

Day 1 December 7 0915-1000 Get to know each other

Participant will be given 3 minutes to introduce themselves and tell us more about:

• Your role at your organisation• What are the products, services or destinations that you wish to promote

Group activity and presentation: TBCParticipants will then be divided into groups to work on an ongoing project. You may work on your group project during break times and are also allowed one hour of preparation time before your presentation. The project details are:

• Select a product, service or destination that you would like to scale through growth hacking.

• Apply techniques with the expertise within your team members to scale your business or market your destination.

• On the last day of the Academy at 1500-1545, your team will be given 10 minutes to present your team’s growth-hacking strategy.

• We strongly encourage creativity; you may use PowerPoint, theatrical skills, debate/panel discussions or any other form of expression. Team presentations are preferable.

• The group with the most compelling growth hacking strategy will be awarded with a special gift.

REGISTRATION FEES

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PATA MEMBERSCHAPTER MEMBERSNON-MEMBERS

USD1,000

USD1,200

USD1,500

HOTEL ACCOMMODATION

VIE Hotel Bangkok is the Official Accommodation Partner for PATAcademy-HCD. Please contact: Jetnarin Unlum (Mr.) / Sales CoordinatorTel: +66 (0) 2309 3939 ext 3734 Fax: +66 (0) 2309 3900 E-mail: sales@viehotelbangkok.com

FOR ENQUIRIES AND FURTHER INFORMATION, please email: HCD@PATA.org or visit: https://www.pata.org/event/patacademy-hcd-dec-2017/

Fee includes training materials, lunches, dinner and site visit listed on official programme. It excludes hotel accommodation, air ticket and personal expenses.

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