INSTRUCTORS

Peter Varlow   Peter is the leading e-marketing consultant with TEAM Tourism Consulting, which specialises in tourism destination management. He has worked as a consultant in tourism since 2005, after eight years' marketing experience as a Manager and Director at VisitBritain and its predecessor the British Tourist Authority.  He has hands-on experience in all aspects of conventional and online marketing. Peter recently completed a new Handbook for Tourism Destination E-Marketers, commissioned from TEAM by the European Travel Commission and the UN World Tourism Organisation.

Damian Cook   Damian Cook is the founder of E-Tourism Africa. He has worked as a consultant to Tourism Ministries and Tourist Boards as a specialist in multimedia, content production and management, E-Tourism and public-private sector partnerships. Over the past five years, he has made presentations on tourism in the developing world to several international forums, including the World Information Summit in Tunis, the UN Experts Panel on E-Tourism and Development and has made presentations on tourism investment to World Leaders as part of Kenyan Presidential delegations worldwide.

Plus local guest speakers and multimedia presentations. 

We work to create locally appropriate content for our seminars and to address local issues and needs in our training- including issues identified by delegates at our conferences. The following is a basic outline of the structure of our 3 day seminars, showing the issues addresses and key competencies demonstrated. We use live demonstrations and online models to provide practial realworld training in online marketing and management.

COURSE OVERVIEW

DAY ONE

Web 2.0 and Tourism

• Web 2.0
• Content sharing and syndication
• New Media
• Multi-Channels
• Blogs and Vlogs
• User Generated Content
• Social Networking
• “My Web”
• The Connected Life

E-marketing Strategy and Planning for Businesses

• How to make a step-by-step three-year development plan, and to understand what skills are needed to implement it
• What are the main communication channels - including web, email, search engine marketing, online advertising, social networking, viral, and mobile marketing
• Steps towards to e-commerce
• ICT requirements, and how to procure them
• Future trends in e-marketing, and sources of market intelligence

E-marketing strategy and planning for Local Authorities

• E-marketing within the overall ‘destination management organisation’ framework’
• How destinations should facilitate the ‘Customer Journey’
• Helping smaller businesses to become e-commerce enabled
• Working with the businesses in the destination to form a co-ordinated, mutually supportive team
• The essentials of customer relationship management (CRM)
• ICT requirements including Destination Management Systems, and how to procure them
• Opportunities to raise revenue from e-marketing activities
• How to integrate conventional marketing and e-marketing

The foundation of e-marketing: customer relationship management (CRM):

• How to learn more about what potential customers want
• Best practice in ‘capturing’ the maximum good quality customer data
• How to analyse customer data to guide marketing actions
• How to distribute effective e-newsletters
• Privacy and data protection requirements
• How to decide what kind of CRM ICT system is required

DAY TWO

Online Marketing – Critical Success Factors for Websites

• How do I communicate optimally via my website?
• What are ‘internet services’ and how can I be of service with my website?
• What makes a site a qualitatively good website?
• What are the most important factors influencing usability and user
• friendliness?
• How do I create ‘stickiness’?
• How do I generate not only more visitors, but also the right ones?
• How do I monitor visitor behaviour?

Content- The Key Ingredient

• Defining content
• Web 2.0 Content
• Multimedia
• Sources for local content
• Quality controls
• Content management Systems and organizational structures
• Delegating Content Management
• Publishing, sharing and controlling content
• Maintenance requirements and policies

Newsletters: Do’s & Don’ts of E-mail Marketing

• Enable entrepreneurs and managers to use email newsletters to brand and promote your company or organization
• Create an understanding of ‘permission marketing’
• To help the turn website visitors into newsletter subscribers into customers; and turn existing customers into loyal customers.
• Make your newsletters stand out from the daily email traffic
• Attract subscribers
• Understand and provide correct subscription, confirmation and settings management
• Promote trust
• Optimise aspects as sender, subject line and footing
• Avoid spam filters successfully
• Know how to measure effectiveness of email marketing campaigns

DAY THREE

Mobile Marketing

• This training seminar will demonstrate how to:
• Utilize different forms of media to promote your business
• Use mobile media and handheld devices to communicate to clients
• Combine mobile marketing with other marketing campaigns effectively
• Measure the impact of mobile marketing

Search Engine Marketing

• How do search engines work?
• When is a website search engine friendly?
• What can I do to be optimally visible in search engines and how can I reach a high position (“ ranking”) for relevant keyword phrases?
• Do I have to pay for that position?
• How do I generate not only more visitors, but also the right ones?

Online PR

• Managing Online Media
• Web 2.0 Media
• Working with User Generated  Media
• Online Press Rooms
• Online Press Campaigns
• Managing a Crisis

E-commerce: Business models and systems, and other online income streams

• Why online booking is vital in tourism – the global trends
• Making the tourism ‘product’ bookable online in real time:
• Alternative business models for tourism destinations and businesses
• Distribution channels – getting your e-commerce offer to as many people as possible
• Costs of selling online
• Other income sources:
• Advantages and disadvantages of commercialising your online activity
• Selling merchandise
• Taking ads on your website
• Earning commission from other websites
• Raising money from e-newsletters

CONCLUSION and WRAP-UP DISCUSSION