jmp 08092011

Cultural Travelling & International Communication Seminar 2011

Developing International Communication &

Cultural Travel Market


Presentation by Presentation by

Jean-Marc PerrotJean-Marc Perrot

Communication ConsultantCommunication Consultant


Preliminary statementPreliminary statement

• I don’t know you.I don’t know you.

• I don’t know yourI don’t know your company.company.

• I don’t know yourI don’t know your products.products.

• I don’t know how I don’t know how your company your company performs.performs.

• I don’t know who I don’t know who your clients are.your clients are.

• Well? Well?

What was it What was it you wanted you wanted to sell me? to sell me?


Observation # 1Observation # 1

Marketing disciplines can be applied Marketing disciplines can be applied

to Corporate or Product advertisingto Corporate or Product advertising

as well as Press or Public Relationsas well as Press or Public Relations


4 Key steps to success4 Key steps to success


Step 1Step 1

TargetingTargeting


- Travel Trade Community - Travel Trade Community

- Opinion leaders : journalists / people- Opinion leaders : journalists / people

- General Public- General Public


- Backpackers- Backpackers

- DINKSDINKS

- Empty Nesters- Empty Nesters


Cultural travellingCultural travelling

obeys the same laws. obeys the same laws.

Target groups are only smallerTarget groups are only smaller

and expectations are different.and expectations are different.



In consequence, messages are notIn consequence, messages are not

uniques and media choicesuniques and media choices

must match this segmented approach.must match this segmented approach.

This is niche marketing.This is niche marketing.


Step 2Step 2

Getting the picture rightGetting the picture right


Addressing the different target groups Addressing the different target groups

calls for a thorough knowledge of their calls for a thorough knowledge of their

psychology, travel habits and expectations. psychology, travel habits and expectations.

And this differs by foreign countries.And this differs by foreign countries.


Data mining , an obligation.Data mining , an obligation.


Trust the locals !Trust the locals !


Avoid psychological mistakes...Avoid psychological mistakes...

[3 examples][3 examples]



Rely on proven basic principles:Rely on proven basic principles:

U.S.P. (Unique Selling Proposition)U.S.P. (Unique Selling Proposition)

& &

K.I.S. (Keep It Simple)K.I.S. (Keep It Simple)


Step 3Step 3

PlanningPlanning


Select the most relevant mediaSelect the most relevant media


Respect a strict time scheduleRespect a strict time schedule


Be flexible and stay open Be flexible and stay open

to pertinent opportunitiesto pertinent opportunities


Be consistent Be consistent

in messages and in repetitionin messages and in repetition



Optimize communication withOptimize communication with

common sense and home workcommon sense and home work


Step 4Step 4

Building the futureBuilding the future


At the core of your data base :At the core of your data base :

the Loyal Followers.the Loyal Followers.


BeforeBefore the press trip the press trip


‘’‘’The devil is in the details...’’The devil is in the details...’’ Mies van der Rohe -Architect


DuringDuring the press trip the press trip


‘’‘’If anything can go wrong, it will !’’If anything can go wrong, it will !’’ Murphy’s LawMurphy’s Law


AfterAfter the press trip the press trip


ConclusionConclusion


Most people when they travel Most people when they travel

are primarily looking for two things :are primarily looking for two things :

Novelty Novelty

and and

QualityQuality


I firmly believe that Finland I firmly believe that Finland

has both to offer the world!has both to offer the world!


Questions Questions

& &

AnswersAnswers


I hope these few steps will help youI hope these few steps will help you

climb the ladder to success climb the ladder to success

...just like this Finnish creation did!...just like this Finnish creation did!


Kiitos !Kiitos !

jmp 08092011

Business