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Venue: The conference
is being held at Te Papa, 55 Cable Street in Wellington
Thursday 1 October 2009
| 8.30am - 9.15am |
Registrations |
| 9.15am - 10.00am |
Opening and Welcome |
| 10.00 - 10.50am |
Tourism New Zealand
Ben Crawford - Tourism
New Zealand |
| 10.50am - 11.10am |
Morning Tea |
| 11.10am - 11.50am |
Understanding The New
Tourist: A modern-day 'toilet stop' for the
absent-minded tourist - strategies for the
communication age
Dr. Ulrich Speidel - Associate Director for
Tourism and IT, NZ Tourism Research Institute,
AUT University |
| 11.50am - 12.30pm |
Developing a Powerful
Website Strategy that Persuades Tourists to
Take Action
Brent Kelly, Business Development Manager
- of leading web design company Zeald.com
|
| 12.30 - 1.30pm |
Lunch |
| 1.30 - 2.15pm |
WORKSHOPS:
Online Marketing Strategies in Tourism
1. The First 15 - A Guide To Improving
Your Website's Performance
Mark Rocket, Former Founding Director of
New Zealand Tourism Online
2. Email Marketing
Lawrence Smith - Cabbage Tree Creative
3. Mobile Marketing
Peter Barrett - Txt2Get
|
| 2.15 - 3.00pm |
MAKE ME DIGITAL: How
To Build, Protect And Manage Your Reputation
Online
Michael Carney, Strategic Planning Director
- Media Counsel |
| 3.00 - 3.20pm |
Afternoon Tea |
| 3.20 - 4.20pm |
Web 2.0 WORKSHOPS:
Social Media Strategies in Tourism & Travel
1.Build your company’s presence on
the most important social media websites and
how do you Measure ROP (Return on Participation)
Craig Garner, Managing Director - MondayMorning
Ltd
2.The value of Social
Media Sites to the Tourism Industry
Sarah Meikle, General Manager - Positively
Wellington Tourism
3. Why
Should Tourism Businesses Follow Blogs? Why
Should Your Organisation Get Involved In Blogging?
|
| 4.20 - 5.10pm |
Web Thought Leadership
Dennis Smith, Web Developers Association of
New Zealand www.wdanz.co.nz |
| 6.00 - 7.30pm |
Cocktail Networking Function |
| 8.00 - 10.30pm |
Montana World of WearableArt Awards Show |
| Friday
2 October 2009 |
| 8.00 - 9.00am |
Breakfast
And Looking beyond the
clouds and long term futures |
| 9.00 - 10.00am |
Search Engine optimisation
and Search Engine Marketing |
| 10.00 - 10.45am |
Channel
Managers
Gina Paladini – Availability |
| 10.45 - 11.10am |
Morning Tea |
| 11.10 - 11.50 |
WORKSHOPS: Online
Bookings
1. Demystifying tourism distribution
– online, offline, direct and indirect channels
Chris Hunter, CEO - Tourism Exchange New Zealand
2. Getting The Most From Online
Bookings
Simon Casey, Managing Director - Seekom Ltd |
| 11.50 - 12.30pm |
How does eTourism fit with your
traditional marketing strategy |
| 12.30 - 12.45pm |
Conference Closing and Business Card Draw
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Understanding
The New Tourist: A modern-day 'toilet stop' for
the absent-minded tourist - strategies for the
communication age
The face
of tourism is changing rapidly. Two main drivers
are plain to see: Firstly, the advent of the Internet
has empowered travellers. This has created a new
playing field on which tourism service providers
must engage or face being sidelined. Secondly, tourism
is coming under increasing scrutiny under environmental
aspects - providers need to review their operations
with a view to sustainability. A third driver is
perhaps less apparent: tourists are changing. A
hundred years ago, tourism service providers had
their guests' undivided attention. Today, cellphones
and the Internet have the potential to divert a
significant portion of this attention away - and
they often do! Moreover, tourists now don't just
inhabit the here and now, but also a multitude of
virtual communities often literally spanning the
globe. In combination, these drivers are a significant
threat to the yield that New Zealand's tourism product
can command. However, they also present an opportunity
- if we can gain a good understanding of the needs
of the new tourists. This presentation proposes
a way of addressing all of these concerns that could
lead to a more gentle and sustainable tourism that
keeps everyone happy - and of course ICT (Information
Communications Technology) plays a key role!
Developing A Powerful Website
Strategy That Persuades Tourists To Take Action
An increasing number of New Zealanders are researching
and purchasing products and services online and
travel related items are at the forefront. In a
highly competitive industry, the challenge is to
leverage that growth to improve sales and profits
and gain loyal returning visitors.
Having crystal clear online objectives & developing
a powerful strategy to achieve them is often overlooked
even by large well established businesses.
Various strategies are discussed that can engage
your website visitor and provide them with a truly
great online experience. Find out how to spark interest
that results in action - by developing highly effective
conversion pathways & ensuring that your trust
& credibility is well established
Content
Developing an effective website strategy - with
Tourism related examples
Identifying & mapping the key conversion pathways
Building trust & credibility
Sparking interest that results in action
WORKSHOPS:
Online Marketing Strategies in Tourism & Travel
Internet
advertising is growing fast - companies that do
no other advertising are using outlets such as Google
Adwords, banner ads or search engine optimization
to try to build sales. You're probably using some
form of internet advertising - at a minimum, you
have a web site. These workshops wil help you maximise
your web presence
1. The First 15 - A Guide To Improving
Your Website's Performance
1. The First 15 - A Guide To Improving Your Website's
Performance An introduction on how New Zealand
websites can enhance their performance, usability
and visibility.
Topics include: Professional Design, Usability,
Compelling Text, Sticky Content, Advanced Site
Statistics, Successful Search Engine Optimisation,
Relevant Search Engine Submission, Web Directory
Submission, Quality Link Building, Targeted Search
Advertising, Credible Local Advertising, Complementary
Offline Promotion, Popular Social Media, Useful
Content Enhancements and Content Publishing.
2. Email Marketing
Proven strategies to increase the open rate and
tips to help you penetrate spam filter. How to
know if your e-mail is being detained by a receiver
s spam filter and techniques to acquire new opt-in
subscribers.
3. Expanding Your Reach through Mobile
Marketing
Peter Barrett the founder of Escape Rentals and
now CEO of TXT2GET www.txt2get.co.nz and www.txt2get.com.au
will be talking about how you can use Mobile marketing
as a lead generator to a sale. He will also tell
you can measure your traditional print, radio
and TV marketing, with a view to determining what
works for you. Mobile marketing provides tangibility
to your existing marketing and has the ability
to drive 3 to 10 times the response rates as 0800
numbers and website addresses.
MAKE
ME DIGITAL: How To Build, Protect And Manage Your
Reputation Online
In today’s digitally-influenced world, where
more than 80% of global travellers turn first to
the Internet when making their travel plans, a strong
online presence isn’t just nice to have; it
s essential.
But how do we get noticed, and attract visitors
to our destination, without spending a fortune (we
don’t have) on global advertising? One solution:
by identifying what people are searching for online
and creating your own digital identity around popular
words that are relevant to your business.
WEB
2.0 WORKSHOPS: Social Media Marketing
Social media is a tool that cannot be ignored when
developing e-marketing strategies for tourism. Making
use of these online tools to share and discuss information
and experiences through text,
photos, videos and audio with other like-minded
individuals through web-based social interactions
is one of the most ubiquitous trends of recent years.
This session will examine social media as it relates
to tourism from a variety of perspectives
1. Build your companys presence on the
most important social media websites and how do
you Measure ROP (Return on Participation)
When it comes to the tourism industry,
people generally trust what other people say about
an experience. When a traveler has a great experience
they share it with friends and family, you can
multiply this many times over for poor experiences.
In social networks these items get shared and
referenced by a much larger audience which can
range from a few hundred to many thousands of
individuals. The question is not whether your
business, your competitor or your industry is
being discussed – it is. The question now must
be; are you going participate in the conversation
or watch all the action pass you by? This session
is about knowing why you should take Social Media
seriously, what tools to start with, and how to
kick start a workable strategy for your business.
2. The value of Social Media Sites to
the Tourism Industry
Already using social media for your tourism
organisation or business? Want to find out whether
social media is right for you? Learn the essentials
for social networking in New Zealand, including
who’s using what networks and how to find the
right fit for your audience. Better understand
how to get the best return on the time you spend
on these channels and the value it can bring your
organisation. Examples of travel organisations
from New Zealand and the world that are finding
success with social media will illustrate best
practice and give you ideas for your organisation.
3. Why Should Tourism Businesses Follow
Blogs? Why Should Your Organisation Get Involved
In Blogging?
Blogs have increasingly become a cost-effective
tool for tourism enterprises to communicate their
messages to a broad audience. At the same time,
there has been a rapid emergence of influential
travel and tourism blogs targeted at consumers.
By making smart and strategic use of blogs, businesses
can engage with consumers and support their e-tourism
strategy in as little as one hour per week.
Are there any credible metrics to calculate ROI
on coverage in online news sites and blogs similar
to print-style clipping services?
Looking beyond the clouds and
long term futures
Imagine a World in 2050 and Think beyond the Clouds
In the last ten years we have seen more changes
in technologies compared to the last hundred years.
Who, twenty years ago could have imagined the reality
of the internet, the mobile phone or social networking
sites. Therefore, to look at forthcoming change,
it is necessary to think beyond the clouds.
Search Engine optimisation and
Search Engine Marketing
e-Distribution Strategy and
the life cycle of the traveller
Tourism product distribution, particularly air and
hotel, has exploded in the last ten years irrevocably
changing the competitive landscape. Online Travel
Agencies like Expedia, Travelocity, and Orbitz;
destination marketing organizations’; and
suppliers are all in the e-distribution space.
This session will examine the following questions:
What's the state of e-distribution? Where is it
going? How does e-distribution affect price? What
are the strategic implications for your destination
or tourism business going forward?
WORKSHOPS: Online Bookings
1.
Demystifying tourism distribution – online, offline,
direct and indirect channels
The decisions on how to distribute your product
are becoming increasingly complex in this digital
age. In the past 10 years, distribution within the
tourism industry has changed dramatically. Distributors
that did not exist 10 years ago now dominate the
retailing space. Direct distribution channels are
increasingly important as businesses focus on building
brand equity and reducing cost of sale. To add to
the confusion, there are a multitude of tools and
systems for organising and pushing your inventory
to distributors.
This
workshop is about the
- choices that businesses need to make about how
and where they distribute their products
- the importance of direct online distribution
- what options exist for indirect online distribution
and the tools available to facilitate this
- the role of the traditional agent and wholesaler
in the distribution matrix
2.
Getting The Most From Online Bookings
It is now a fact that more bookings are being
made on the internet than by phone. Your
customers now expect you to provide them real
time availability, a quote based on their preferences
and to make an instant confirmation booking. If
you can't provide this, you are likely to lose
bookings to those that can. In this seminar
you will learn:
- What to look for in an online booking system
- The importance of marketing your business
compared to just selling rooms
- How to upsell - would you like chips with
that?
- Knowing how your customers found you.
- How to maximise repeat bookings
- Working with VIP customers
- Working with sales channels, what they
have the search engines don t.
- Integrating your online booking system
with your website
PROGRAMME IS SUBJECT TO CHANGE
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