RVC 2013: Trading Successes, Closing the Sale
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Transcript of RVC 2013: Trading Successes, Closing the Sale
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TRADE SUCCESSES: CLOSING THE SALEGreg Klassen, Senior Vice President, CTC
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2
Understanding the Consumer’s Journey to CanadaAre we spending our
marketing/sales money in all the right places?
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TO
CONVERSION
But, WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
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BrandCanada
4
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TOURISM’S MODEL: OLD THEORY
AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
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FOUR KEY STAGES
EXPLORING CANADA
ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
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ENGAGING TRADE AS A CHANNEL
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76% of all purchase decisions are made
in-store
POPAI 2012 Study(Global Association for
Retail Marketing)
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Communications at Point Of Sale have a huge influence on
consumers and often overturn original
brand choice
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Travel is no different
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Canada has very high awareness and
consideration but when it comes to purchase stage,
we are vulnerable with 41% of consumers considering alternative destinations
Source: Insignia Research - Path-to-Purchase Study 2010
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• Retail plays a huge role at point of purchase but also in evaluation and planning.
• Tour operators and online booking channels help consumers research prices, stimulate travel ideas, explore trip feasibility and get feedback from other travellers.
• Canada’s role here is to keep the conversation on Canada and not alternate destinations.
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• Product and destination knowledge outranks price as to reasons why clients book their travel through a travel agent rather than online travel agencies or directly though the supplier
Source: Ensemble Travel Group Survey 2012
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“Clients of travel agents book more trips, travel longer, and
spend more money.”
Source: Ensemble Travel Group Survey 2012
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• In 2010, 28% of online bookers were interested in using a travel agent for their next trip, a 5% increase from 2008
• Simultaneously, the 53% of leisure travellers that used the Web to book their vacations in 2007 dropped to 46% in 2009
Source: Forrester Research 2010
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Travel trade100+ key accounts
Almost 12,000 CSP agents actively selling Canada
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Partnered shows and events
RVC generated
nearly $350M in
contracts in 2012
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SNAPSHOT: TRAVEL TRAVE EVENTS
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Partnered programs
Co-location
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KEY ACCOUNT MANAGEMENT
Selection Criteria:
• Ability to influence key accounts product/promotions• Product contracts—direct or through receptives• Growth Potential• Collateral and catalogues reflect Canada Brand/EQ• Consideration of SEC program• Leverage CTC marketing, logo, web linkages• Total Volumes to Canada/Percent of overall business
to Canada
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KEY ACCOUNT MANAGEMENT
Selection Criteria:• Embrace CSP • Partner Marketing ratio on
investment• Brochure pages assigned to
Canada• Alignment of Canada priorities• Track and reporting results
Top 5 are A accounts, others B and CTotal Key Accounts: 200+
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Canada’s largest FAM ever!
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CANADIAN SIGNATURE EXPERIENCES EVENTS AROUND THE WORLD
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Canada Shared, Canada Squared Event
30+ Canadian Signature Experiences Collection introduced to the trade in London
Small roundtables with CSE’s and trade
Speed dating sessions with UK tour operators, media and CSP’s
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Receptive Tour Operator Partnerships
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AMBASSADOR CANADA2011 Workshop Session @ Sonora Resort
2012 Workshop Session @ CMH Bugaboo Lodge
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RENDEZ-VOUS CANADA
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THANK YOU