How to Market Your Business in Norway

Transcription

1 INNOVATIVE OPPLEVELSER 1 ST FEBRUARY 2012.

2 THIS IS HURTIGRUTEN!

3 Norway sell: Fresh air and water Fantastic nature Local people who lives in such fantastic surroundings. Experience the real nature Midnight sun and Northern Light Interesting land based activities and experiences Kilde: Merkevarestrategi Innovasjon Norge Side 3

4 Our challenge short season 80 % 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % Jan - Apr Mai - Sep Okt - Des Utenlandske gjestedøgn på ferie i Norge andel fordelt pr sesong Kilde: TØI Gjesteundersøkelsen 2010 Side 4

5 Hunting the Light from November until March Excotic concept to sell Interesting excursions Interesting product for many clients

6 Hurtigrutens winter recipe: Change our attitude and focus: From lowseason to Winterseason. Change disadvantage into the advantages. Idea: Hunting the Light Cooperation with professional Trade partners and local suppliers. Side 6

7 What does this mean for destinations along the coast? Example Kjøllefjord: From 15 minutes stop on local transport to seasonal experiense, resulted in: More than guests Eight different suppliers Professional whole year employees Proud of their community

8 Winterfocus results in: - 3 x in 6 years. Antall gjestedøgn Rundreiser Q Side 8

9 Our guests are very satisfied 4,7 4,65 4,6 4,55 4,5 4,45 4,4 4,35 4,3 Summer 2006 Winter 2007 Summer 2007 Winter 2008 Summer 2008 Winter 2009 Summer 2009 Winter 2010 Summer = Dissatisfied 5 = Very satisfied Hurtigruten customer satisfaction survey

10 Heavy marketing efforts: Totalt Norden UK/US Europa Hurtigrutens totale markedsbudsjett fordelt på regioner ( Side 10

11 Marketing efforts by our International Representatives: Mailings to direct customers, travel agencies and tour operators Offline advertisement: newspapers, magazines and advertisement boards (metro stations etc) Online advertisement: newsletter (to direct customers, to travel agencies, to tour operators), own homepages, always updated with offers and news, social network (facebook, twitter), Google adwords TV/radio advertisement Cooperation with strong partners e.g. Innovation Norway, tour operator with same or complementary product portfolio, special campaigns e.g. with Carrefour Attend Touristic fairs, professional and public Seminars to travel agents/tour operators to give our partners knowledge and news about our product, fam trips, road shows, Customer Evenings

12 Charter programs UK and Germany: UK: 19 charterflights departures in total from Gatwick, Manchester, Edinburg and Leeds. Already launched the Q program with 6 short trips and 4 round trips Work closely with Innovation Norway in marketing our winter programme. Germany: 2011: 90 charterflights departures in total from Düsseldorf to both Bergen and Kirkenes. 2012: 80 charterflights departures from Düsseldorf, Berlin and München to Bergen with packages Bergen-Kirkenes-Bergen

13 UK flyer for Q4-2012, short breaks:

14 UK flyer for Q4-2012, Roundtrips:

15 UK flyer for regional charters:

16 UK flyer for regional charters:

17 Germany: flyer for charterflights to Bergen

18 New concept 2012: The Arctic Awakening from March until June Interesting concept with variations of nature and seanal impact along the coast fascinating new excursions related to the spring Onboard activities

19 Channel mix: 120 % 100 % Total 80 % 60 % Telefon/e-post 40 % 20 % Online/Web 0 % Side 19

20 B2X (B2B and B2C) as an important sales and marketing channel 1. Think web first 2. Simplify products and ensure they are bookable on the web 3. Search engine marketing (SEM) and Search engine optimization (SEO) 4. marketing and remarketing 5. Web development and content management 6. Social media engagement 7. M-Commerce (Mobile) 8. A global booking solution that includes all languages, currencies and products

21 Do you believe that social media does not apply to our demographics and is not important?

22 43% of our customers use Google to find us

23 Next Steps and expectations for 2012 Continue strong sales and marketing efforts in Q1 and Q4. Implement and do extra efforts in selling our new concept Arctic Awakening Strong focus on web and online sales Outbound calling and lead follow up is a constant sales activity Continue to offer shore excursions with good quality 23

24 UK guest Rachel Peiper on her journey Tromsø Kirkenes - Bergen

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51 Although I went in search of Aurora Borealis it was the sun setting behind the mountains that captivated me the most; I loved the way in which the colours changed from orange to pink, depending on which direction you were facing, and the crystal clearness of the skies through which the sea eagles flew.

52 Thank you!