Tourism and mobile marketing

1
Tourism and mobile marketing

• Turkka Koivu
• Product Marketing Director
• Saunalahti Group Oyj

2
Questions to be answered

• What can be done with mobile marketing
• What is required
• How to get started
• Dreamland
• How to get around barriers
• What can be achieved

3
Why use mobile marketing

• Almost every SMS message will be read
• SMS marketing is easy to measure
• Pull is usually very good (up to 13)
• Mobile marketing is cost efficient
• Depending on geographic area and demographics
  more than 90 of total population can be reached
  with mobile marketing

4
Means for mobile marketing

• SMS
• WAP
• MMS
• Mobile video
• Mobile banners
• Location based SMS marketing

5
Process

• The need/idea
• Make consumers think about travelling
• Acquiring information
• Make it easy for consumers to get information
• Shortlist
• Make sure that the destination being marketed is
  on the shortlist
• Decision
• Use mobile marketing and get ahead of competition
• Use
• Make your visit a once-in-a-lifetime experience
• Satisfaction
• Monitor constantly and improve
• (re-buy)

6
Mobile marketing in raising interest

• Gather information about your customers or buy
  numbers for SMS campaign
• Make a very good offer to potential customers
• Get orders via SMS reply
• Call back for needed information
• Highly tactical nature of mobile marketing,
  example

7
Mobile marketing during the information gathering
stage

• Once customer interest has been raised, vital
  information should be easily available
• WAP pages with information and possibly mobile
  video
• If more information is needed, direction from WAP
  to Web is needed
• Mobile marketing should be seamlessly integrated
  with your Call Center regardless of the process
  phase

8
Shortlist stage

• The idea is to make the customers shortlist as
  short as possible
• To ensure that the service or destination being
  marketed will be on the shortlist, some criteria
  must be met
• customers must be aware of the service or
  destination
• customers must have enough information about the
  resort
• Aim to drive the customer to a decision as fast
  as possible

9
What to market

• Destinations (to get people there in the first
  place)
• Accommodation
• Restaurants
• Adventure services
• Additional services
• Beauty salons
• Gyms

10
The future
CRM
Enabler
Operator

• Holds customer data
• Profiles customers
• Generates SMS lists
• Holds marketing messages
• Uses location information to generate new SMS
  lists

• Integrates CRM to the operators systems for
  automated SMS sending
• Forwards location information to CRM

• Provides APIs for Enablers
• Sends location information to Enabler

11
Simple SMS model

• Generate message
• Generate SMS lists
• to boost re-buy
• to sell additional services
• Use bulk SMS senders to get messages to target
  group
• Handle reply messages with one subscription

Weekend for two at the price of one! Reply ok and
well make the reservation for you. Hotel Salmi
at Ruka welcomes you.
12
Examples (restaurant)

• Using SMS to promote restaurants
• People with special diet often have hard time in
  finding suitable restaurants
• By using profiles gathered during the check-in,
  stay can be made more pleasant for people with
  special diets
• Customer experience will be better and re-buy is
  more likely to happen

Todays menu Fried calamari with rice (NL, NG)
19.95e at Calamari Inn. Reply with number of
people and time. Table reservation will be made
automatically.
13
Examples (adventure service)

• Location based services combined with SMS can be
  used to boost the sales of adventure services
• Profiles may be obtained from the operator or
  from the resorts CRM

Looking for adventure? Try mountain climbing with
our experienced climbing guides at xxx resort.
Reply ok for more information.
14
Enablers

• FlyerOne
• Small Planet
• Tietotalo
• Kuulalaakeri
• Mind on Move
• The enabler doesnt necessarily have to be an
  integrator as well (but it helps a lot)

15
Barriers

• Stringent regulation
• Marketeers yet to realise the potential
• Operators havent actively developed services -gt
  third party enablers required
• Enablers have not been very active in marketing
  their own services