The Marketing Plan. Tuesday, August 2nd, :00 3:00 PM EDT. Hospitality Sales and Marketing Association International (HSMAI)

Transcription

1 The Marketing Plan Tuesday, August 2nd, :00 3:00 PM EDT Hospitality Sales and Marketing Association International (HSMAI) 1 Overview of Format and Topic Webinar Moderator Fran Brasseux Executive Vice President, HSMAI 2

2 POLL QUESTION #1 How many people are participating in this webinar at your location today? or more 3 Today s s Presenter John S. Parke, CMP President & CEO Leadership Synergies, LLC 4

3 Marketing Plan Development For Competitive Advantage Presenter Style: John S. Parke, CMP Direct Blunt Factual Unemotional (data) Passionate (mission) Guiding principles: Simple (but not basic) Quantitative vs. qualitative (factual) Traction (can be implemented) Accessible: anyone can understand it 5 Why Have a Marketing Plan? Definition of strategy vs. tactics Define success/objectives Value proposition and market positioning (competitive analysis) Psychographics of the customer Offerings and solutions Marketing strategy Marketing tactics Scorecard (accountability) Market research STEP analysis (outside-in view) SWOT analysis (inside-out view) Obstacles and issues 6

4 Start with the End in Mind Is the plan a 1-, 3-, or 5-year view? Strategic plan pillars Set milestones that coincide with your budget cycle Include major event milestones What is success? What are your key objectives to achieve success? 7 Thinking Values Vision Mission Strategy Tactics Timeline Accountability Scorecard (results) 8

5 What is Success? Differentiation Customer liking Brand essence Loyalty Preference Revenue premiums 9 Leadership Questions to Consider What defines the winning vision and mission for our future? What must be done to build the best image? What strategies will support growth over the long term? What needs to change to satisfy current, lapsed and new members/customers? What s in it for me? How will this affect me? 10

6 Value Proposition Vertical Geographic Account size Channel Global/country segmentation (BRIC) Age, race, gender Niche: gay & lesbian A value proposition is the unique mix of product, price, service, relationship, and image that a provider offers its customers. It determines the market segments to be targeted and how the organization will differentiate itself in those segments, relative to its competition. John Kotter, HBS 11 Ford: Clue into safety poster and activity guide Purell: Healthy hands hygiene lesson plans Nurturing Brand Loyalty: Cradle to Grave Branding American Greeting Cards: You re never too young to care curriculum Source: Washington Post, October

7 A good customer should be easy to define: Psychographics A way of describing groups of people who have in common their response or outlook toward something relevant to the (member), which may or may not relate to demographic similarities. People of quite different ages, social groupings, or life stages might share an adventurous approach to cooking, for example. As long as they can be accurately identified (say, by being linked with specific behaviors), these attitudes can be used to recruit like-minded people into separate group discussions. Alternatively, they might emerge as a finding from analysis and interpretation of groups recruited on quite different criteria. Source: The Association for Qualitative Research 13 Defining the Ideal Customer Demographics: Potential/size Financial health Logistical match Ability to leverage/ compliance Psychographics: Brand value Attitudes toward stakeholders: customers, employees, suppliers Openness to innovation Importance of quality rather than quantity 14

8 Integrated Marketing Segmentation Think about mix: Group (SMERF) Channels (OTAs) BTS (negotiated corporate) Crew Other 15 STEP Sample STEP: Social trends Technological trends Economic trends Political trends Note: Often referred to as PEST Analysis 16

9 ASAE STEP: Professional Planners Social: Face-to-face interaction/networking Work/life balance Safety Generational issues Professionalism Technological: Internet accessibility Delivery methods Cost of technology Personalized technology Technology for meetings 21 st -century workplace needs Economic: Shrinking budgets Fuel/transportation Reduced profits/rising costs Downsizing/staff turnover Negotiations/sponsorship revenues Political: Global travel Global elections Regulatory and legal issues Homeland security Environmental issues 17 SWOT Strengths Weaknesses Opportunities Threats 18

10 Integrated Marketing Components Web Direct mail Print Viral Social networking 19 Time Money Resources Skill Competitive counter-moves Changing market conditions Large-scale industry shifts Obstacles and Issues 20

11 Build Your Brand Identify your core values (brand attributes) Fast track volunteerism Certifications Strategic relationship building (internal and external) Strategic thinking: procurement, branding Publish articles and papers Public speaking Executive coaching 21 Leadership Synergies & HSMAI Template usage In the Links box to your left you ll see Marketing Plan Template please download your copy. In addition, please download the article Success Stories in Marketing just a sample of the informative articles on marketing, as well as sales and revenue management, that are available to members on the HSMAI Marketing Review web page. If you re not a member of HSMAI, please join and avail yourself of a plethora of resources to fuel sales, inspire marketing, and optimize revenue! 22

12 Questions? John S. Parke, CMP President & CEO Leadership Synergies, LLC 23 Don t miss - HSMAI's MEET National Date: September 7, September 8, 2011, Washington DC The Hospitality Sales & Marketing Association International (HSMAI), announces a new way to MEET. Building on more than 20 years of success with connecting planners and suppliers and adding to its efforts this year to rebrand the organization's mission and focus, HSMAI's renowned Affordable Meetings conference and exhibition is taking on a new name and a new vision. Starting with its National show, Sept. 7-8 in Washington, D.C., meeting and event professionals will be invited to join their hospitality industry colleagues at HSMAI's MEET: Meetings, Events, Education, Technology. Reserve your booth space now for 2011 to secure prime positioning. Visit for more information. 24

13 Upcoming Webinars: Best Practices in Creating a Digital Marketing Plan August 16, 2011 The HSMAI University 10-part 2011 Revenue Management Series Next Session: Session 5 on August 30 - How Can You Get the Most From the Data You Have? Special rates for registering for entire series To register for these and more, please go to 25 Evaluation Please take a moment now to click on the Evaluation link in the LINKS box and complete the evaluation. Be sure to click on Submit when you have completed the evaluation to send us your responses. Your comments & suggestions are very important to us, and they help us to provide you with quality programming. Today s s webinar is copyright 2011 by the Hospitality Sales & Marketing Association International with All Rights Reserved. 26