Sales and Marketing 講座

Understanding Sales & Marketing
In Hospitality
F.U.N. 06.03.15
Sales & Marketing? ~ Who?
YOU?!
WE ARE ALL SALESPEOPLE
目次 – It’s Not “Hocus-Pocus (魔法じゃない！）
ホスピタリテイ販売促進の概要
 Learn to “manage” Sales & Marketing – 理念と理想を学ぶ
 マーケティングとセールズの違い – 不可欠の知識
 マーケティングとセールズのRoadmap (S&Mの地図・道案内)
 The Traditional View – “Silos” (灯台下暗し)
 S&M - 相識案内 (Keep it Simple, Stupid! - K.I.S.S!)
 S & M を分析すると… the “ala carte menu”
 S & M の存在の理念を再び訪れる- どっちを優先しますか？
 「Public Relations」とは？
 「Advertising」とは？
 「Yield (Revenue) Management」とは？
 この先、同変わりますか？
The Difference:
Branding is Not Marketing!
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Branding is strategic(戦略的）  Marketing is tactical (戦術的)
Branding creates loyal
 Marketing uncovers and
customers, advocates, even
activates buyers
evangelists
 Marketing may contribute
Branding is as vital as your
to a brand
name and reputation
 The marketing convinces
Brand is bigger than any
you to choose or buy
particular marketing effort
 Marketing accentuates the
It’s what sticks in your mind
positives
It’s the lived experience
 Marketing tells the “story”
It’s the delivery on promise  Marketing comes before
Sales
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The Difference:
And Marketing Is NOT Sales!
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Marketing is tactical (戦術的)  Sales needs product
Marketing uncovers and  Marketing creates “products”
activates buyers
 Sales depends on Marketing
Marketing may contribute  Successful Marketing will
to a brand
“drive” Sales
The marketing convinces  Marketing leads, Sales follow
you to choose or buy
 In the case of branded hotels
Marketing accentuates the
Marketing strategy and thus
positives
Sales activity are influenced
Marketing tells the “story”
by the marquis.
Marketing comes before
Sales
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Wｈｙ Do You Need Sales (or Marketing)?
Competition
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Destination
Product
Alternative
Price
Quality
Awareness
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New
Different
Branding
Familiarity
Globalization
– Piracy
– Imitation
– Opportunity
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Branding
• Distinctiveness
• New Territory
• New Markets
• New Culture
• New Application
• New Product
• New Industry
• Growth
• Sustainability
• Changing Demand
• Other
Learning to manage Hospitality
Sales & Marketing
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Run
Catch
Throw
Hit
Know the “intangibles”
HOW DOES SALES & MARKETING WORK?
What is this confusion?
セールズかマーケテイング？非常に解りづらい
戦
術
的
戦
略
従来商品
開発と
新規商品
The Traditional Model Defining S & M
(The Challenge Was In Defining “Marketing”)
“Silos”- When Sales and Marketing were separate -
Your
Brand
Typical Organization Chart…
Chief Executive
Director of
Sales & Marketing
Public Relations
Communications
Sales Manager Revenue Manager
Channel
Marketing
Reservations
Accommodations
Banqueting &
Sales
Conference Svcs
The Role of Finance in
Sales & Marketing
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Understanding the numbers – Follow the Money!
卵か鶏、どっちが先？ The Business Plan
Goal Setting （目標設定）
Yielding (利益、経常利益、純利益）
ADR vs RevPAR
Measuring Brand Value
Quantifying Accountability
Measuring Productivity （生産性を図る）
Price Setting （値段設定）
Getting organized
The Integration of Sales, Communications and Marketing
… as a single discipline ~ From “Silos” to Reactors
Sales Tools – A Short List
First,… Understand the Data Cube…
A Different Point of View: Visualize a Data Cube!
Sales
Sales
Marketing
Your Destination
Data Cube 新規商品・行動
国内・海外
Disneyland
Hotels設備
(お客様用)
料理
観光育成
Contractors
商品
楽しみ方
Website
（国際語)
開発
流通System
ツア旅行代理店
Wholesaler/Airlines
In Business, there are an infinite
number of configurations and
“solutions”解決司法は無限数です
どんな施策、狙い、進み方、計画などが“Best”
でしょう？Team Memberは誰にします？Leader
はVisionと期待を求めますか?
Problem Solving for Success!
この状態から…
豊富な解決
今までの戦略は新規目的に不十分です。
改善、改革が必要
We need new Vision (規模) and a new Game Plan
Next, Extrapolate the “Data Cube” to…
Seeing the World from Sales & Marketing
Needs
Features
Benefits
Primary
Secondary
Filler
People
Product
Profit
Past
Current
Future
What then are the considerations?
F.I.T
Group
Contract
Short
Medium
Long Term
The Process… and role of P.R.
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Communications
Public Relations
Publicity
 Promotions
 Awareness
 Reputation
 Damage Control
 Outreach
 Free Advertising
 Community
Relations
The “Science” of Public Relations
The main goal of a public relations department is to enhance a
company’s reputation.
• Give the general public and the media a clear understanding
of how the company works
• Helps a company stand out from the crowd
• Creates appeal and interest in both the public and the media.
• Manages Customer relations through perception
• Monitors all media channels for both good and bad Press
• Manages crises that threaten company or product image
• Builds goodwill among an organization’s target market
Premise: The public are the buyers of the product and the
media are responsible for selling it.
Public Relations is NOT Advertising
• In principle, Public Relations does not require any
investment – it’s “free”
• P.R. is not targeted Display Ad or message placement
• ROI for Public Relations is Incalculable but can be many
Times over more effective than advertising
• Public Relations operates on the principle that media need
“content”
• Public Relations creates events as well as communications
To achieve the desired effect or objectives
• Recently P.R. has expanded to oversee Social
Media and Home Page Content along with online reviews.
Advertising… What is it?
What is Advertising?
• Advertising: The paid, public, non-personal
announcement of a persuasive message by an
identified sponsor; the non-personal
presentation or promotion by a firm of its
products to its existing and potential customers.
• Advertising persuades people to buy a certain
product. It brings goods to the attention of
consumers.
• Advertising is best used strategically with Public
Relations and other Communications
Advertising gets your
Attention!
Where you want,
how you want,
when you want it to…
Yield Management (Revenue Management)
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A relatively “New” development originating in Hospitality – circa
1985 with American Airlines’ “Super Saver” fares
Used by industry worldwide and across business models
There are three essential conditions for revenue management to
be applicable:
1. Limited quantity or resources available for sale (限定製品).
2. Perishability (there is a time limit to selling the resources, after
which they cease to be of value) (賞味期限).
3. That different customers are willing to pay a different price for
using the same amount of resources (買売柔軟性).
Effectively used by: Airlines, Hotels, Rental Cars, Inter-City
Bus Services, Multi-family housing
Ethical issues and questions of effectiveness
Inventory vs Demand = Best Possible Revenues
Revenue Management
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Revenue Management's overall aim is to
provide an optimal mix of goods at a variety of
price points at different points in time or for
different baskets of features. The system will
try to maintain a distribution of purchases over
time that is balanced as well as high.
There are Four key areas—
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2.
3.
4.
Forecasting,
Overbooking,
Inventory Control, and
Pricing.
A Quick Quiz on Revenue
Management:
Which is better?...
• A. 84% occupancy with an ADR of \ 8,700,
…or
• B. 78% occupancy with an ADR of \ 9,400?
A Quick Quiz on Revenue Management:
Which is better?...
• A. 84% occupancy with an ADR of \ 8,700
…or
• B. 78% occupancy with an ADR of \ 9,400
If you chose A, profit management is not for you.
Although the RevPAR values for both are close,
answer B produces significantly more profit.
Every room sold has an associated added cost of
sales; increased ADR has none. Profit management
allows hotels to focus on improving profit whether or
not room revenue actually increases.
Sales Skills – Training
and Practice…
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Prospecting ~ Looking for new markets/Customers
Cultivating ~ Bringing Prospects to the “buying platform”
People Reading Skills *
Probing – Open, Closed
Uncovering Needs ~ Wants, needs, aspirations
Features Selling ~ What you have…
Benefits Selling ~ What they want…
Recognizing “Buying Signals” ~ Don’t “Oversell”
“Over Deliver instead!
Close ~ Ask for the business “Do we have a deal?”
Yielding ~ Maximize revenues, retention,
profitability
• Maintenance ~ Repeat business, layering
Need, Wants, Features Benefits
Maslow's Hierarchy of Needs
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Basic Needs (食・飲・寝・息
Safety and Security (安心・安全)
Love/Belonging （友・家族・愛等）
Esteem （確信・自信・達成・成立・尊重/尊敬等）
Self-Actualization （知恵・知識・理解・理想
Wants and Needs
• Wants and Needs要求と必要性
• Customer Wants and Needs顧客の欲求や要求
• Unfulfilled Wants and Needs満たされていない欲求とニーズ
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お客様の欲求とニーズ(必要性）を満たす
お客様の欲求や要求に応える（機能、設備、商品、サービス）
お客様の欲求とニーズ`を十分理解する
（人）お客様の欲望や要求を満たす［受け入れる・受け止める］
日訪問海外レジャーの観光客の期待
• 50% use four or more main information sources when looking for destinations.
• Destination-specific websites lead the way as a source of travel information (57%)
• Travel content sites (55%) a close second.
• 55% rely on recommendations and information from family, friends and colleagues
• 49% of travelers say review websites are a top information source for travel.
日訪問国際レジャーの観光客の期待
• 50% use four or more main information sources when looking for destinations.
• Destination-specific websites lead the way as a source of travel information (57%)
• Travel content sites (55%) a close second.
• 55% rely on recommendations and information from family, friends and colleagues
• 49% of travelers say review websites are a top information source for travel.
Features & Benefits
観光客（お客様）が営業担当者に求めていることの1つは、「豊富な商品知識」です。
これは昔も今も変わりません。やっぱり、商品知識が豊富でなければ、プロフェッ
ショナルな営業にはなれません。
一般的に言われるFABとは、
F : Features （特徴）すなわち、製品・ソリューションの特徴
A : Advantages （利点）すなわち、その特徴から得る事が出来る要因
B : Benefits （利益）すなわち、その特徴から得られる利益のことです。
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お泊りのホテルに何が有る？見る？経験する？味合う？
その特徴を教えてください。不可欠ですか?
UNESCOの無形世界遺産日本料理を食べれますか?
歴史や文化に関して魅力有りますか？
自分自身に儲かるアドバンテージは何ですか? 行ってみないと損しますか？
Self-Actualizationまで満足達成しますか？
And now, yet another consideration!
The Future Lies in Technology…
• 97% own a computer
• 97% have downloaded music and other media using the
Internet
• 94% own a cell phone
• 76% use instant messaging and social networking sites
• In the U.S. 75% of college students have a Facebook profile
and most of them check it daily.
• 60% own some type of portable music and/or video device
such as an iPod
• 49% regularly download music and other media using peerto-peer file sharing
• 34% use websites as their primary source of news
• There are over 2.2 billion “netniks” and they spend about
$172 billion per year. They are the future customer
How It Is Changing With the Wired World…
Sales & Marketing Wrap-up
The 戦争地 – Destinations of the World: Other Countries,
Competitive Products, Destinations, Services… You are
entering a Global arena - Testing Yourself, becoming a true
Internationally competitive destination: Activities, Food,
Attractions, experiences, new friends… Discovery!

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