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DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING

AGENDA. 4. 3. 2. 1. DIVE BAHAMAS 2011/2012. WHAT DO WE NEED TO DO TO ACHIEVE OUR GOALS? . REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING. REVIEW BAHAMAS DIVE BUSINESS . DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING. AGENDA. 1. 2. 3. 4. 5.

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DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING

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  1. AGENDA 4 3 2 1 DIVE BAHAMAS 2011/2012 WHAT DO WE NEED TO DO TO ACHIEVE OUR GOALS? REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING REVIEW BAHAMAS DIVE BUSINESS DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING
  2. AGENDA 1 2 3 4 5 WE NEED TO BE CLEAR ABOUT OUR OBJECTIVE AND FOCUS TODAY REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE REVIEW WHAT WE’VE BEEN DOING REVIEW HOW THEY HAVE BEEN WORKING DISCUSS HOW WE WILL ACHIEVE OUR GOALS
  3. AGENDA DIVE MARKET OBJECTIVE INCREASE OUR DIVE BUSINESS by 15%, returning to 2008 levels. This increase would net us 2,100 more visitors than we saw in 2010 or 175 more dive visitors per month. Key Performance Indicators: Indusa Data, Reports from B.D.A. Members. Example text
  4. AGENDA 2 1 OBJECTIVES AND FOCUS FOR TODAY’S MEETING REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE 3 REVIEW WHAT WE HAVE BEEN DOING? 4 REVIEW HOW THEY HAVE BEEN WORKING HOW WILL WE ACHIEVE OUR GOALS 5
  5. AGENDA 3 1 2 4 5 OBJECTIVES AND FOCUS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING? REVIEW HOW THEY’VE BEEN WORKING WHAT WILL WE DO NOW TO ACHIEVE OUR GOALS
  6. Dive - Challenges Business has been relatively flat across all islands. Dive budget was reduced to $270K along with all vertical budgets. Over the years, Dive has never participated in the destination’s seasonal offers because of our inability to sell air/hotel/dive packages and therefore the focus has ONLY been on brand awareness with the hope that it would net a sale. Dive media included 98% print media which is inflexible when trying to incorporate seasonal deals. Calls on 800 866 DIVE and answered at Inktel were not adequately serviced.
  7. HIGHLIGHTS OF 2010/2011 INCORPORATED PROMOTIONAL OFFERS IN ADS WHERE POSSIBLE REDIRECTED 800 866 DIVE CALLS FROM INKTEL TO BAHAMAS DIVE RESERVATIONS DIVE SYMPOSIUM - 40 ATTENDEES DEMA SHOW RECORD LEADS – 430% INCREASE OVER 2009, $360k IN CONFIRMED LEADS
  8. Print Advertising
  9. Old Sample Ads
  10. Old Sample Ad
  11. New Ads New tactical features
  12. Trade-only Magazine Ad for Dive Retailers , with Copy Geared towards Travel Sellers Consumer Magazine Ad
  13. AGENDA 4 1 2 3 5 OBJECTIVE AND FOCUS REVIEW OF OUR DIVE BUSINESS WHAT HAVE WE BEEN DOING? REVIEW HOW THEY HAVE BEEN WORKING WHAT DO WE NEED TO ACHIEVE OUR GOALS?
  14. FLY, STAY, DIVE RESULTS 229 CALLS 24 QUOTES 8 BOOKINGS 53 ROOM NIGHTS $12,606 IN REVENUE
  15. Bahamas Dive Reservations Service: Call Report *(800) 866-DIVE IVR issues were identified in December ‘10 and corrected.
  16. Bahamas Dive Reservations Services(Sales/Hotel & BDA Operator)
  17. AGENDA 5 1 2 3 4 OBJECTIVE AND FOCUS REVIEW DIVE BUSINESS WHAT HAVE WE BEEN DOING HOW HAVE THEY BEEN WORKING DISCUSS HOW WE WILL ACHIEVE OUR GOALS
  18. AGENDA 2011/2012 Recommended Strategies WEBSITE DEVELOPMENT – make our website a one stop shop ADVERTISING – (magz, radio) use to promote special offers 1 2 DIVE SHOWS – net more group and individual leads ONLINE CAMPAIGN – keyword buys, email and magz online prog 3 4 COOP PROGRAM - CARDONNA DIVE SYMPOSIUM – expose divers to our diverse product 5 6 800 866 DIVE – make it possible for divers to book air/hotel/dive PROMOTIONAL OFFERS – do a better job of creating relevant, appealing deals 7 8
  19. AGENDA FOCUS ON Creating Consumer Demand through Promotional Initiatives THE OUT ISLANDS GRAND BAHAMA ISLAND STIMULATE BUSINESS YEAR ROUND STIMULATE BUSINESSYEAR ROUND NASSAU/PARADISE ISLAND CREATE INCREMENTAL BUSINESS SEASONALLY
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