Marketing Expert: Presentations
In the beginning of the season, we ask Marina Zatsepina, our Marketing Expert from Baginet to explain about promotion on the Russian market in terms of presentations:
Marina Zatsepina: First of all, I suggest to talk only about presentations, mostly in Moscow, not about roadshows or workshops or exhibitions, since it is too broad topic to discuss.
In general, there are 4 different types of presentations, which I can name as:
• presentation in the office of tour operator for it’s employees
• presentation during webinar for travel agents of tour operator
• presentation during business breakfast with tour operator
• presentation during web meeting
Let me explain the difference between these types:
1) Presentation in the office for employees of tour operator (offline)
Usually we come to the office of tour operator to meet their sales managers (Info department, destination department, sales department, agency department). It is organised like a seminar. On the screen we can show detailed sales manual, which later we also send by email for future reference. Presentation lasts about 1 hour, we give detailed description of infrastructure and facilities. This is very important type of presentation, since you educate managers who are in contact with travel agents and clients. It can be organised for each tour operator, regardless of its size (big tour operators gather for seminar 10-20 employees, smaller tour operators invite 2-3 people from sales or destination department). Usually no souvenirs are needed, but are welcome (like notepads, pens, usb sticks). Of course, tour operators do not charge hoteliers or destination companies for such presentations.
2) Presentation during webinar for travel agents of tour operator (online)
Almost all big tour operators and some smaller tour operators organise online learning (webinars) for their travel agents. Usually such webinars are dedicated to particular destination (like Crete, or Turkey, or Tunisia etc.) or particular topic (for example, Deluxe hotels in Greece). Each tour operator organises webinars on particular platform, individually using Webinar, Clickwebinar etc., or by means of Profi.Travel, Ator etc. Tour operators gladly invite representatives of hotels or dmc to take part in a webinar with presentation for 10-30 minutes. So, hotel representative connects online, shows sales manual and presents briefly the property and answers questions orally or in written in chat. The number of participants varies from 50 to 180 travel agents. It is nice to organise a draw during a webinar with a prise like accommodation in your hotel. Usually after webinar, tour operators gives full contact list of participants. Most of tour operators invite hoteliers to present their hotels for free, some of them might charge about 100 euros.
3) Presentation during business breakfast for travel agents (offline)
Some big and medium size tour operators in the beginning of the season invite their travel agents for business breakfast or lunch, where they speak about their services and also present their partners - hotels and dmc. Business breakfast is usually organised in center of Moscow, in a nice restaurant or cafe. The number of participants varies from 15 to 40 travel agents. The menu includes hot drinks and some snacks. Expenses are usually fully covered by hotel / dmc, sometimes they are shared with tour operator (very rarely). Travel agents are invited by tour operator. You need to calculate about 20-35 euros per person. It is wise to have other non-competitive hotels on business breakfast to share expenses. In most cases you get full contact list of registered agents from tour operator, including emails.
4) Presentation during web meeting for employees of tour operator (offline)
Closer to the season, it is more difficult to arrange offline meetings with tour operators to present your hotel and educate employees of tour operator: managers are busy with bookings and are not ready to spend 1 hour for presentation. In this case we suggest to organise web meetings. You need to work on professional webinar platform, where you see tour operator managers face-to-face, show them sales manual, and discuss orally all questions. Usually such presentation lasts about 20-40 minutes. It is also nice to organise such presentation for regional employees of big tour operators. Of course, tour operators do not charge hoteliers / docs for such presentations.
In order for you better to understand the difference between these presentation types, let us make it in a table:
It will be not right to stay only with one particular type of presentation, or to vary the type depending on tour operator (webinar with tour operator A, business breakfast with tour operator B, etc.). The right strategy is to conduct all types of presentations with every tour operator. Examples:
There are many hotel representatives who come from their home countries for a week and every day visit 3-4 tour operators and tell them about their property. That is rather pure strategy, since it costs a lot (transportation and accommodation), but you educate only one part of the market - employees of tour operator.
More experienced hotel representatives arrange in advance more creative schedule: one day presentation in the office for tour operators A and B, next day business breakfast with tour operator C, third day presentation in the office for tour operator D and F. Better, but the audience is still small.
The best variant is to make a schedule for 3-6 months to have for tour operator A in January presentation in the office, in February business breakfast for its agents, in March a webinar with them, in April web meeting with its regional employees, in June one more webinar with its agents. And the same strategy with tour operators B, C, D, etc.
Questions and Answers in Brief:
How many presentations in total its is ideal to organise for a hotel or hotel chain in the beginning of the season?
For hotels who cooperate with many tour operators, an average number is 24. Ideal result is 35-50 presentations. Minimum is 10, just to have at least one presentation of any type for each big tour operator.
Is it any strategy how many presentations of each type you should conduct for better efficiency?
I would suggest to organise presentation in the office of each tour operator with whom you cooperate, so calculate in average 20. Take part in each webinar, organised by tour operator on your destination, so calculate 10. Then it is nice to have 2-5 business breakfasts with those operators in whom you are especially interested. Finish with web meetings with those whom you cannot visit offline, so calculate another 10. So around 40-45 in total.
What is average budget for presentations in the beginning of the season?If you have representative in Russia, it can cost you about 2.000 - 3.000 euros additionally to regular costs for representative office. It can be more if your strategy is to make more business breakfasts. The number of presentations depends on the activity of your representative.
If you do not have representative person in Russia and need to travel to Moscow on your own, it can cost you again about 2.000 - 3.000 euros plus expenses for accommodation and transportation. Most probably you need to come several times to Moscow, since it is difficult to organise all presentations within one or two weeks, so you need to double or triple expences for accommodation and transportation. The number of presentations depends on your activity and well done schedule.
If you employ somebody like our company for presentations only, it will cost you about 4500 euros for 30 offline presentations or/ and about 2500 euros for 30 online presentations, plus again about 2.000 - 3.000 euros to spend on several business breakfasts with some tour operators if you want to. The number of presentations is usually fixed in the contract.