Marketing an International
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Marketing Development of an International Forum:
The One-to-One Approach
1
David L Jones, Ph.D. Associate Professor
Hong Kong Polytechnic University
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Key Discussion Points
• Concept of one-to-one marketing – proactive approach
• Successful case studies from Polyu
• What we can do to improve• The future of marketing
international conferences to gen X and Y
• Direct marketing process• Putting it to work
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One-to-One Marketing Approach
• Building one customer at a time• New way to view marketing– Individually addressable– Two way– Inexpensive
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Evolution of One-to-One Marketing
Information Sharing
E-Commerce
E-Business
One-to-One Marketing
Transactions to Relationships
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Paradigm Shifts Required• Based on share of the customer,
not share of the market• Differentiate customers, not just
products• Engaging your customers in dialog
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Continuum of Online Marketing Communication
Broadcast
Personal
Reactive Proactive
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Where Do Types of Media Fit?Broadcast
Personal
Reactive Proactive
Print Ads – Trade Publications
Opt-in E-mail Offer
General Website
Personalized Website
Print Ads – Response Ad
E-Newsletter
Social Networking
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Where Do You Want to Be?
Broadcast
Reactive Proactive
Personal
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Why Do We Care About One-to-One Marketing?
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Benefits of One-to-One Marketing
• Focus Marketing to Right Customers
• Market Right Products/Features of Our Product
• Identify Most Profitable Customers
• Serve Most Profitable Customers
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Benefits of One-to-One Marketing
• Manage Less Profitable Situations Better
• Reduce Selling & Marketing Costs
• Improve Effectiveness of Marketing Communications – Dialog
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Case Studies from Hong Kong Polytechnic
UniversityInternational Forum on
China Hotel Brand Development&
APac CHRIE 2011
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International Forum on China Hotel Brand Development
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International Forum on China Hotel Brand Development
• Mixture of academics and industry–Only 20-30% academic
• 500 attendees• Rotating locations– 2008 Guangzhou– 2009 Nanjing–May 31-June 2, 2011 – Hotel ICON
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Key Marketing Points• Invited speakers from a number of established
brands both academic and industry– Shangri-la, Starwood, Cornell and Penn State – Mix/combination of international and domestic
aspects • Speakers, topics, Etc.• Sessions in English and Chinese
• Different pricing strategies • Working with local and regional hotel
associations and government– Strong local partner is always important in
Mainland China.
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Marketing Tools We Use• Database of 6,000 plus – Academics and industry
• SHTM publications• Partnering with other
organizations through website links
• Promotion at other conferences• Direct mail and direct e-mail (most
effective)• Everything in Chinese and English
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Forum Direct Mail & Promotion
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Current Promotion – e-mail & Website
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What Could We Do Better to Be More One-
to-One Focused?
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Using One-to-One Concepts
• Be More Targeted with the 6,000 Mailing List– Opt-in E-mails – Know the Preferred Contact Approach
• Customize the e-Mail Message and Website to Specific Groups – Academics and Industry
• Measure the Effectiveness of Each Approach– Coding of Marketing Materials
• Determine Which Partner Links Work Best– Measure the Links to Our Websites
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APac CHRIE 2011
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Asia Pacific Chapter of the International Council of Hotel, Restaurant and Institutional Educators (APac CHRIE) • Academics
– Asia Pacific Federation meeting– Research presentations– Industry and academic speakers on key issues– Attendees from Asia and all other areas of the world
• History– Started 10 years ago– Rotates throughout region
• This year– Hotel ICON – June 2-4– Largest number of paper submissions – Nearly 400– Organized and run by SHTM students
• APac CHRIE 2011 Website
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APac CHRIE 2011 Marketing – Newsletters
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Today’s One-to-One Marketing
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SMS Marketing• Greatest strength is
immediacy– Saying the right thing to the right
person at the right time• Examples– A special offer– A time-sensitive promotion– Information bulletins– Latest news
• Who might be targeted?
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Viral Marketing• What is viral marketing?– Getting consumers to tell each other
about your product, service or website– “Tell A friend”
• Social networking/social media– Reaching gen X and gen Y
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Social Media in Marketing
• Social Networking Sites
• Review Networking Sites
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Marketing
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Look Who is On Facebook
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No, Look Who is on Facebook My Mom!
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Marketing
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Which Social Media Option?
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APPS!!!
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Use of Web Browsers versus Apps
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Using SocialNetworking/Media
• Online social communities• Video distribution channels• Blogs• Podcasts• User-generated review sites
Corbin Ball 2009
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Social Media – New Attendees
• Advertising• Discussion boards for
conversation• Introductions and information
exchange before the conference• Interactive session track picks• Attendee meet-ups or
“tweetups”• Real time messaging and
response• Post show follow-up
Corbin Ball 2009
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One-to-One Direct Marketing
Process
How Do You Do It?
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Six “D’s” To Successful One-to-One Direct
Marketing
1. Decide the Objective
2. Define the Audience
3. Determine the Strategy
4. Develop the Tactics
5. Deliver on the Promise
6. Delight in the Profits
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Decide On The Objective
• Start with a well define objective• What do you want the DM
program to accomplish?–Make a sale – registration– Lead generation– Retain past attendees/get repeat
attendees
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Define The Audience
• Target the market• Who are the key individuals in
the decision process for attendance?
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Determine the Strategy
• Plan of action to attain the objective
• Timeframe for the project
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Develop The Tactics
• What DM components are most appropriate?
• Who will handle the project?– Internal– External
• How will the results be tracked?
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Deliver On The Promise
• Set realistic expectations for the project
• Determine response rates
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Delight In The Profits
• Determine return on investment (ROI)
• Analyze the cost/benefits• Determine success– Increased awareness– Actual $’s generated–Number of leads generated– Repeat attendees generated
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International Convention Expo Summit (ICES)
Putting Our Knowledge to Work
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ICES• Annual conference– Academics and Industry Professionals– Focus is on MICE research and education
• History– Rotates between SHTM, UNLV Singapore
and now Hallym University of Graduate Studies
– Last year – Seoul and Chuncheon– Next year – STHM
• Student organized and run since 2008
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How Do We Use One-to-One Marketing for ICES 2012?
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Summary
• One-to-One Marketing – Addressing potential attendees
based on what they need– Personal and Proactive
• SMS and Social Media– Key to One-to-One Marketing
• Direct Marketing – 6 D’s
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The Possession of Facts is Knowledge, the Use
of Them is Wisdom Thomas
Jefferson
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To Be Fond Of Learning Is Near To Wisdom
Confucius
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Thank You
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