SHILPI KAPUR

LORENA MARTINEZ

TURGUT TEZIR

RAFI AHMAD

DATA BASE MARKETING STRATEGIES

PROF: KEN LAGUE

Index1. Company & it’s products

2. How Tourism BC use data base

3. Marketing Strategies

4. How they maintain a good relationship with their customers and use Technological support

5. Success of Tourism BC

British Columbia on the Globe

Source: http://www.hellobc.com

BC through the lens

Source: http://www.hellobc.com

Activities

Building and Structures

Natural insights and

Parks

Rest and Relaxation Art and

Culture

Water Activities Winter

Activities

Source: http://www.hellobc.com

Air & Land

About Tourism British Columbia

• As a marketing-oriented organization, Tourism British Columbia's mandate is to promote the growth and development of the tourism industry through innovative programs and industry development initiatives.

• British Columbia's tourism revenues exceeded $9.5 billion in 2004.

Source: http://www.tourismbc.com

How BC use data base

Mass Media Communication

1 800 Hello BC

http://www.hellobc.comSource: http://proquest.umi.com

1 800 HELLO BC Customer Calls Website Tombstone details for the database

Reservation for the next 14 day Respond to an ad Specific areas you what to travel You want to receive British Columbia Magazines or information

Then they offer to send you a Free British Columbia Tourism Planner along with a guide book on your Choice of activity or place in BC

You 3 General Questions Whether you prefer outdoor adventures or quiet outing Number of days you are likely to stay in British Columbia If any specific activity that you prefer

Source: 1 800 HELLO BC

On Line Survey1) Where do you live: (Pick ONE) • British Columbia, Alberta, Other Canada, Washington State/Oregon, California,

Other USA, Central/South America, Europe, Asia, Australia/Oceania, Rest of world

2) Have you ever been to BC before: (Pick ONE) • No• Yes – once only• Yes – two or more times before 3) How far along is your British Columbia travel decision-making: (Pick ONE) • Now considering whether or not to take a BC trip• Have already decided to take a BC trip - plan to travel in next three months• Have already decided to take a BC trip - plan to travel in next four - six months• Have already decided to take a BC trip - plan to travel later than six months

4) May we contact you via email with some follow-up questions?

Please leave us your email: http://www2.hellobc.com/poll/poll.asp

Customize the service

Customer

Needs

Option 1

Option 2

Option 3

Option 4

Option 5

Option 6

Source: 1 800 HELLO BC

Use of their Data Base• BC Escapes is more than a weekend

excursion. Is a direct response campaign • BC Data Base Strategy was build in 1997• DB Strategy is called “Destination

Management System” (DMS)• DMS identify customer needs and analyzed

them for future campaigns • BC Customers after their trip continue

receiving direct mail such as British Columbia Magazine. http://proquest.umi.com/pqdweb?index

=5&did=358596641&SrchMode=1&sid=2&Fmt=3&VInst=PROD&VType

=PQD&RQT=309&VName=PQD&TS=1138945820&clientId=20373

http://www.gov.bc.ca/cas/down/2004_05_annual_reports/tourism_bc_04-05_annual_report_board_approved.pdf

Product BC• Direct Respond Campaign “BC Escape”

– Simple message• Brand Respond Strategy.

– Direct call action• Accountable• Tracking System

• Buying decision & Low Cost• Measuring Responses• Monitoring Success • Adjustment Strategy.

Source: Young, Lesley. ” Tourism BC is turning heads and attracting visitors with its award-winning direct response campaign” Marketing Magazine Aug 20, 2001.Vol.106, Iss. 33;  pg. 13

Target Customers CANADA

British Columbia, Alberta USA

San Francisco, Los Angeles, Chicago -1 EUROPE

United Kingdom -3 German

ASIA Japan- 2 Taiwan, Korea, Australia / New Zealand South Korea

Second largest Asian market BC Office in S. Korea

New Future Marketing Strategy Olympic Games 2010

http://www.tourismbc.com/

Interactions

BC Escapes Success • The 2004 programmed resulted in over

20,000 visitor bookings generating approximately $37.5 million in revenue.

• In 2004, the BC Escapes® program generated total tourism revenue of $51.5 million from an investment of $4.1

• Successful cooperative marketing program has generated over 360,000 inquiries and more than $325 million in tourism revenue since the inaugural campaign in 1998.

Tourism BC Success

This is the visit criteria of traveler from the world

The revenue generation from the BC Tourist

From here we can see that how employment is growing because

of tourism industry in Canada