The web, transactions and Sailing Events

New networked transactional functions add capability and

flexibility to management and marketing of sailing events

Tools brings opportunity in three management disciplines

• Commerce

• Marketing

• Administration

• These offer benefits to members, administrators and sailing event managers

Commerce• SECURE Booking for sailing events– Multi channel offer

• Book & pay online• Book online, pay offline• Book and pay offline

• Single and automated back-end provides– Transactional reporting for single events– Aggregated transactional reporting

• Enhances reporting frequency• Reduces reporting time• Provides more detailed analysis

Marketing• Repertoire of marketing tools– Site– Sign up – creates a list of ‘interest’– Opportunity for ‘pre register’ (e.g. Fast Cruise)– Booking forms capture varied data– Much more secure than flyers

• Better analysis opens pro-active marketing opportunity– Segmented bulk mail– Targeted email– Response via LSC domain addresses allows distribution– Enhanced legibility & formatting

Administration• Booking form captures varied data– Sever initiates administrative analysis– Bookings allocated to member record– Some data becomes a permanent record• (saves time and repetitive entry for member)

• Fast Cruise – Graham Broadway

Web/Transactional summary• The site and database provide– A powerful set of tools– A range of event management tools– A range of communications channels– A range of transactional channels

• BUT– It requires members to take advantage of it– It requires FOs and Cttees to drive it

• It is not a substitute for timeliness & efficiency