SALES AND MARKETING EDUCATIONAL TRAVEL, BEST PRACTICES - Kirsi Mantua-Kommonen
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SALES AND MARKETING EDUCATIONAL TRAVEL, BEST PRACTICES Kirsi Mantua-Kommonen
Sales and marketing 1. Sales events 2. Fam trips 3. Social media and other online marketing 4. Virtual visits as a marketing channel 5. Chinese market, special features
Sales events Visit Finland Road Shows /workshops 1. Has the agency already brought customers to Finland? 2. If so, how many/how often? 3. Adults or children? • Products/Example packages with TOUR OPERATOR PRICES.
Fam trips
Fam trips
Fam trips
Fam trips
Fam trips • Proper introduction to the Finnish education system and phenomenon-based learning • Well designed package examples with TOUR OPERATOR PRICES • If separate prices, TOUR OPERATOR PRICES only • Marketing photos & videos • If you give a gift, make it something that connects with the theme of the trip • Food: not the same meal in every place
Fam trips Success rate: 6/8
Social media & online
Social media
1. In social media you need to be SOCIAL to succeed.
• Posting is not social
• Posts should activate the audience, questions are a good way to to activate
• When your audience comments, you need to comment back! Minimum: Thanks!
2. For sales, the best results come from GROUPS. Find groups where your target group
hangs out, and join the discussion
• E.g. Facebook teacher forums – but you need to be a teacher to credibly discuss there
• E.g. School camp group
• If you only post your marketing material, you will not succeed. You have to
authentically JOIN discussions, and then maybe there is a good spot to post even your
marketing material – and the customers find it a service or a good tip. This takes TIME
and ACTIVE ATTITUDE.
3. Facebook advertising & Google advertising can work, but you really
need to understand the customer.TYPES OF EDUCATIONAL TRAVELLERS
Online sales • Well designed packages that have FIXED PRICE information are easy to buy online • Find out how to write great, captivating and activating product descriptions, which the customer cannot stop reading without buying. • SEO (Search engine optimization) is important. Name also the photo files so that they have the key words (not IM_xyz.jpg but e.g. best_education_in_the_world_school_visit_finland_cityname.jpg) • Tailored products not good for online sales, but good for connecting with customers on social media
Email marketing 1. In Western countries, for B2B email marketing on average more efficient than Google/FB advertising 2. Make the content relevant = give also some useful information or entertainment, not only sales promotion material. 3. Develop and update your own email marketing contact list with as much details of customer information as possible! It is very valuable.
Virtual visits
CHINESE MARKET
CHINESE MARKET 1. Business happens via personal networks. 2. These networks are quicker to build in travel than in traditional industries, but also easy to loose. 3. Combination of personal communications and online communications is gives the best results.
Chinese social media landscape
The Great Firewall of China Source: ciccorporate & AuroraXplorer
Chinese social media landscape
Niche channels, e.g.
Youku video (Alibaba)
580 million registered
users 227.49 million monthly
active users
Tencent video
82 million paying users60 seconds
Total: > 1 billion users
1,1 mEUR
Total: 1 billion users
Douyin Total 400 million users
( ) 2 380 EUR
Total 300 million users
https://www.hicom-asia.com/chinese-
kol-top-10-social-media-platforms-they-
use/Social media influencers – “KOLs”
KOL
To reach Chinese exchange students:
JJL internet platform
• Study Abroad service provider
• jointly approved by the Chinese Ministry of Education, the Ministry
of Public Security and the State Administration for Industry and
Commerce.
• Online services: presentations, live and pre-recorded courses,
sales, candidate interviewing, chat and community communication,
and real-time Q&A.
• In Chinese only
• Finnish representative BEAP Education / Astroshiny Investment OyVisit Finland Akatemia Valmennussisältöjä • Koulutusmatkojen tuotteistaminen • Leirikoulu ja kv-kesäleirit tuotteistaminen • Kv-leiriohjaajien koulutus • Kestävä koulutusmatkailu • DMC/Incoming-toiminta • Strategia, myynti, markkinointi, kannattavuus Kirsi Mantua-Kommonen Puh. 040 419 6821, Kirsi.mantuakommonen@gmail.com
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