ALL ABOUT YOU — BUSINESS ADVICE
MOVERS & SHAKERS
Sunsail has appointed Scott Farquharson to the new role of general manager. Farquharson
previously worked for Dream Yacht Charter, where he was North American director, and has been involved in the yacht charter industry since 1995.
Marc Vieilledent has been appointed chief financial officer at easyHotel. He joins after 16 years at Accor, where he worked until 2013, most recently as executive vice- president for asset management. For the past couple of years, Vieilledent has been running a consultancy advising companies on financial and real estate issues.
Online Travel Training has appointed Kenny Scullion as sales and partnership director. He joins
from Amadeus, where he has been head of sales for the past four years. Scullion was sales manager at Worldspan between 2005 and 2008.
Hazel Dawson has joined the Worldwide Independent Travel Network as international
partnership manager. Dawson has 18 years’ experience in corporate travel, from small independents to multinational TMCs, including Chambers Travel, Statesman Travel and CTM.
‘If you build it, they will come.’ That is the mantra many entrepreneurs use to reassure themselves when they launch their business.
This quickly morphs into ‘if
you tell them about it, they will come’, as the penny drops that no matter how good a company’s offering is, it doesn’t count for much if no one knows about it. Savvier marketers will tell
you it really should be ‘if you tell the right people, they will come’. This begs the question as to who the right people are and how do you reach them? For travel agents,
answering these questions comes down to using the right data in the right way to construct a fully targeted marketing campaign. Simon Farthing, head of
has internally is a great start, but by incorporating third-party data sources, you can get your customers before the competition. An easy way to do this is to
connect with customers via social media and find out when and where they plan to go on holiday, so you can delight them with well-timed and relevant marketing messages.
HOW TO RUN
TARGETED
MARKETING CAMPAIGNS
consultancy at data science consultancy Profusion, has some tips.
Giving customers what they ask for isn’t enough
Using ‘inferred’ data – for example, if your client is buying sunglasses and sandals, it might indicate they are making plans for a summer holiday – can be more powerful than relying on ‘declared’ data, when they tell you what they want to do. Declared data can be out of date, hard to capture and customers may be flooded with similar messages. By understanding how customers interact with your
marketing messages, brand (online and offline), and transactional and support channels, you can know your customers better than they know themselves. Invest in the technology that captures this data and have the tools and expertise to analyse it.
Customers give social clues about their holiday plans
Your customers don’t only browse and buy from you. Getting on top of the customer data your company
46 •
travelweekly.co.uk — 23 April 2015 Advice from Simon Farthing
head of consultancy, Profusion
Making customers feel understood is key to growing relationships
Customers are increasingly aware of the data that brands hold on them and many want you to use this data to better understand them and give them a personal
response. Being proactive and joined up when using customer data means you
know who the customer is, what
holidays they’ve bought in the past, and which pages on the website they’ve been browsing. It also puts customers in charge of what marketing material they receive.
In terms of innovation, start with your best campaigns, not your worst
Most companies have a stand-out marketing campaign, so when it comes to revamping your
marketing initiatives, these should be top of your list. Every interaction a customer has with your brand is a clue to what they really want. That’s why analysing the performance of your marketing campaign with data science techniques can help you learn why certain campaigns are successful, and help you to apply lessons across your business.
Wearable devices, such as the Apple Watch, will change the way customers are served marketing messages in years to come
Wearables are an exciting development – and those first to market will enjoy the largest rewards. If you haven’t thought about how to incorporate wearable devices into your marketing, it’s time to start.
MIND YOUR OWN BUSINESS!
PICTURE: APPLE INC
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