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Travel-Nature

Published on March 30, 2008

Author: Justine

Source: authorstream.com

Agenda:  Agenda Introductions Marketing Objectives (“big picture” goals) Marketing Strategies (methods used to achieve goals) Program Tactics Direct Marketing (Direct Mail, In-flight Magazines, Interactive) Corporate Marketing Event Marketing Trade Programs Brand Definition Public Relations Key measurements of success Open Issues Next Steps Introductions:  Introductions Scott Taylor SASO Public Relations Scott Kelly SASO Public Relations Tom Goff Edelman—Los Angeles Bob Blinick J. Walter Thompson—Los Angeles /BlinickDIRECT, Inc. Objective #1—Create Desire:  Objective #1—Create Desire Create DESIRE to be a Thailand Elite member Demonstrate how membership in Thailand Elite is part of the highest affluent lifestyle Inspire prospects to take action and become a member Objective #2—Sales:  Objective #2—Sales MEMBERSHIP SALES Worldwide Thailand Elite Goals Achieve 100,000 members worldwide by Year One Achieve 1,000,000 members worldwide by Year Five SASO Membership Sales Goals Sell 3,000 memberships Budget of $6.4 million 2,000 member sales in United States 1,000 member sales in SASO/Edelman PR territories: Germany, UK, China, Hong Kong, Taiwan, Japan, and Korea $75 million total revenue from 3,000 memberships $11.25 million paid in sales commissions at 15% $57.35 million projected net revenue for Thailand Elite Key Marketing Strategies:  Key Marketing Strategies Key Strategies:  Key Strategies Identify prospects who are most likely to become Thailand Elite members Use a multi-media approach to reach prospects Where they live Where they work Where they play Where they socialize When they travel Where they vacation Support and enhance brand building in all communication activities Key Strategies:  Key Strategies Develop and manage relationships with prospects, members, travel agents and influencers Use members as brand advocates Mix members and prospects at lifestyle events Utilize a ‘high tech/high touch’ approach to all responders to enhance Thailand Elite brand perceptions Key Strategies:  Key Strategies Provide incentives to qualified prospects to motivate them to respond Use limited-time offers with high perceived value that imply exclusivity Develop a database to track the results of all marketing activities Use statistical tools to learn what variables, or combination of variables works best Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship:  Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs LEAD GENERATION OVERVIEW Direct Mail Mail Thailand Elite membership invitations Direct Response Print Promote Thailand Elite through in-flight magazines Interactive Marketing Promote Thailand Elite to people booking travel to Thailand Direct Marketing Programs:  Direct Marketing Programs PROGRAM OVERVIEW Send 500,000 Invitations to our target profile Invitation to join Thailand Elite Customized to each target’s interest, for example: Leading Hotels of the World member invitations would highlight lifestyle and lodging benefits Robb Report subscriber invitations would highlight exclusivity, affluence and status Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs PROGRAM DETAILS—TARGET PROFILE Our initial thinking about the Thailand Elite target profile: Business or corporate Long-term resident, e.g., foreign national expatriate, etc. According to rules, does not include Thai citizens Affluent, e.g., assets greater than $1 million, multiple home ownership, status-conscious, seeking privilege and recognition, etc. Direct Mail | Lead Generation Slide16:  Direct Marketing Programs Direct Mail | Lead Generation Slide17:  Direct Marketing Programs Direct Mail | Lead Generation China:  China Direct Marketing Programs Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs Japan Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs Hong Kong Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs Taiwan Direct Mail | Lead Generation Slide22:  Direct Marketing Programs Global Direct Mail | Lead Generation Slide23:  Direct Marketing Programs Global Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs MESSAGES Evaluate the appeal of various messages to the target profile: First membership of a country Overall value of membership Status and uniqueness of membership Travel benefits Land ownership Legal and immigration rights VIP celebrity endorsements Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs PROGRAM MESSAGES Understand how to define and explain the Value Proposition to each target segment Is Bt1 million ($25,000) a high price or a low price? Depends on how the prospect values the benefits Is the prospect planning on building a vacation home? Does the prospect wish to relocate to Thailand? Based on perception of value to the prospect Does the prospect seek high-touch service, status and recognition in Thailand? Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs OFFERS Test several offers to identify the most successful at selling memberships (conversion) Offer should feature something that the highly affluent person desires For example, a celebrity attending the sponsored event Highly desirable but unattainable at any price Exclusive enough to motivate a response from a prime target We are researching several exclusive offers on par with the cachet of Thailand Elite Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs RESPONSE FOLLOW-UP Once the target responds to the offer, the target becomes a prospect who receives follow-up marketing programs Direct mail is not expected to sell a $25,000 membership from the first message Prospects may need multiple messages People may need time to evaluate this invitation for membership Follow-up program to prospects (responders to the offer) guides them through the buying process Track the prospect in worldwide database Sends prospects multiple follow-up messages to close the sale of the membership Direct Mail | Lead Generation Direct Marketing Programs:  Direct Marketing Programs IN-FLIGHT MAGAZINES Utilize in-flight travel magazines to identify Thailand Elite prospects Thai Airways Star Alliance members with flights to Thailand Promote Thailand Elite to high-end traveler Feature exclusive offer Add prospects to database for follow-up marketing Direct Response Print | Lead Generation Direct Marketing Programs:  Direct Marketing Programs INTERACTIVE MARKETING    Almost half of airline tickets purchased online in the U.S. Create partnership programs with leading online travel agencies to identify high potential prospects for Thailand Elite Expedia Travelocity Galileo Orbitz Person booking travel to Thailand receives exclusive online offer relevant only to high-end travelers in the target profile Prospects added to database for follow-up marketing Interactive | Lead Generation Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship:  Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs CORPORATE MEMBERSHIP PROGRAM Target Fortune Global 1000 companies Additional marketing efforts for multinational companies with operations in Thailand and SE Asia For example, offer Mercedes headquarters in Stuttgart a corporate membership for all of their employees with involvement in Thailand and SE Asia Corporate Membership Target small companies that do business in Thailand Import/export companies Direct Marketing Programs:  Direct Marketing Programs PROGRAM DETAILS Establish relationship with corporate travel department Send comprehensive selling package that outlines benefits of Thailand Elite to corporation and key executives Present advantages of Thailand Elite corporate membership Financial savings for corporation Provides a highly desirable benefit to expatriate employees Higher status and greater access for corporations that have corporate Thailand Elite memberships Corporate Membership Direct Marketing Programs:  Direct Marketing Programs PROGRAM DETAILS Create partnerships with leading corporate travel entities Partner with leading corporate travel agencies: American Express’ Rosenbluth Partner with leading corporate travel specialists: Cendant’s Travelport Partner with leading corporate online travel companies: Orbitz Galileo Use Thailand Board of Investment as resource Corporate Membership Direct Marketing Programs:  Direct Marketing Programs CORPORATE MEMBERSHIP BENEFITS Corporate member benefits may need to be restructured to better serve the corporate interest For example, immigration status and benefits may be more valuable to employees than land ownership rights For example, allow expatriate corporate members to entertain Thai citizens using Thailand Elite privileges Provides extra status for expatriate Signals to Thai citizens that this is a serious business partner, because they invested money in purchasing a corporate Thailand Elite membership Corporate Membership Direct Marketing Programs:  Direct Marketing Programs CORPORATE MEMBERSHIP PRICING Current pricing—$50,000 for corporate membership with three members (names) Explore a “master” corporate membership For corporations with more than three potential members or a frequently changing group of expatriates Offer corporate membership on a licensing basis or sliding-scale fee based on total employees Offer base corporate membership plus annual fee based on total number of employees visiting or based in Thailand Base price of $50,000 plus annual fee per additional member employee or expatriate Allows for flexibility in corporate membership Corporate Membership Direct Marketing Programs:  Direct Marketing Programs CORPORATE PROGRAM PRICING CHART An example of a sliding-scale “master” corporate membership Corporate Membership Direct Marketing Programs:  Direct Marketing Programs CORPORATE FOLLOW-UP Track corporate programs and response in database Ensure that each corporation has fully understood the Thailand Elite program and its benefits Create appropriate “push/pull” programs Currently researching personal selling programs for high potential corporate prospects Corporate Membership Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship:  Direct Marketing Programs — Lead Generation — Corporate Membership — Event Sponsorship Slide39:  “When customers interact with brands on their own terms rather than being talked at through only traditional media, the brand can become integrated into their lifestyle in a more meaningful and personal way.” —Mercedes spokesperson Direct Marketing Programs:  Direct Marketing Programs MERCEDES—CORPORATE EXAMPLE Mercedes sponsored 16-city tour in U.S. to promote the entry-level C-Class model to younger buyers 4 months in 16 cities Reach 40,000 prospective C-Class buyers Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs EVENT INVITATIONS OVERVIEW Send 500,000 Event Invitations to our target profile Invitation to attend an event sponsored by Thailand Elite Target profile identified with exclusive, affluent events Co-opt high affinity lifestyle brand users while using their brands Invitation lists are the elite or high-value customers of the event partner Event partners selected based on potential members and relevance of partnership Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs EVENT INVITATION DETAILS Create and test different types of events Introduce Thailand Elite benefits by demonstrating the benefits Plant the message that Thailand Elite fits their lifestyle Events customized to each target’s interest: FlexJet (fractional ownership private jet) event would feature Thailand Elite Event would establish relevance, for example, consider a dedicated FlexJet to Thailand from key cities Lure of exclusive event would motivate our target to identify themselves as someone who wants more information about Thailand Elite Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs PLANNING Promote 10 major high-end, ultra-affluent events for Thailand Elite Create events to attract likely Thailand Elite members Sponsor existing events to attract likely Thailand Elite members If possible, mix prospects and members at same events Exploring opportunities with Levy, Pazanti & Associates Events selected will have strong editorial possibilities Events would highlight aspects of Thailand Elite showing how Thailand Elite fits into their lifestyle Aspiration—display real Thailand Elite Gold Card at every event Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs EVENTS UNDER CONSIDERATION Automobile Events Sales Partner Event Yacht Event Horse Racing or Polo Event Golf Event Fractional Ownership Private Jet Events Business Events Quintessentially Member Event Event Sponsorship Direct Marketing Programs:  Direct Marketing Programs EVENT FOLLOW-UP Deliver complete Thailand Elite membership and brand details to the person attending the event Follow-up with additional reminder messages Track attendee in database for future marketing efforts to close the sale Event Sponsorship Key Marketing Strategies Trade Marketing:  Key Marketing Strategies Trade Marketing Trade Marketing:  Trade Marketing OVERVIEW The trade is an essential part of the sales process The trade is the trusted link between the potential member and Thailand Elite Thailand and TAT are well-known by trade Thailand Elite needs to become as well-known to the trade Potential members may go to their trusted travel agent to seek: Independent verification of Thailand Elite benefits Get questions answered Purchase—along with travel plans to Thailand Trade Marketing:  Trade Marketing TRADE SALES FORCE Trade acts as the Thailand Elite sales force Leverage these sales teams to take advantage of existing relationships between the travel agent and the prospective Thailand Elite member Trade program follow-up Trade marketing efforts will be managed in the database to ensure maximum return on efforts High-performing trade partners may be offered additional incentives and exclusive offers Trade Marketing:  Trade Marketing TRADE PROGRAM Highly informative sales materials will be sent to travel agencies and travel agents Travel agencies Top 50 in U.S.: Amex/Rosenbluth, Carlson, etc. Top agencies in UK, Germany, China Independent travel agents Affluent agencies: Virtuoso Luxury active travel agencies: Butterfield & Robinson Abercrombie & Kent Trade Marketing:  Trade Marketing TAT Trade Shows TAT presents at 18 major trade shows Extend the Thailand Elite presence Piggyback Thailand Elite into TAT shows Direct Marketing Management:  Direct Marketing Management Slide53:  Target An Audience/ Re-target a sub-set Qualify Generate an Inquiry Build a Relationship Build Awareness Sell & Deliver EDUCATE Create Interest Direct Marketing Management Direct Marketing Management:  Direct Marketing Management OVERVIEW Essential to success that we understand what works Test matrix—manage variables Database—track results and potential members Results analysis—understand what works Sales Process—how many messages to achieve a sale Economic Analysis—identify most profitable programs and target audience segments Direct Marketing Management:  Direct Marketing Management DATABASE MANAGEMENT Purpose of Database Ensures all of the potential members are tracked Creates a data-rich system to identify the best prospects Coordinates marketing efforts for maximum success Refinement of marketing efforts Database Details All prospects and sales leads put into worldwide database Trade and corporate activities also tracked Follow-up marketing actions tracked in the database Records prospect actions—when they buy Track Direct Marketing Management:  Direct Marketing Management RESULTS ANALYSIS Perform economic analysis to understand what works Confirmation of cost per sale estimate Confirmation of length of sales cycle Understanding the sales process How many messages or marketing actions does it take to generate a sale? Determine which test cells performed best Identifies the variables we will use to generate future sales Analyze Direct Marketing Management:  Direct Marketing Management SALES PROCESS May require multiple marketing efforts to achieve a sale Length of sales cycle may vary by target profile Cost per sale may vary by member segment Sale may occur after nth message (marketing action): Publicity Direct mail invitation to an event Event attendance Follow-up by mail and email Appointment with travel agent to buy Act Direct Marketing Management:  Direct Marketing Management SELF-FUNDING RETURNS Analyze results from marketing and sales programs Determine what worked and why Determine what did not work and why Reinvest net revenues generated by the sales of Thailand Elite memberships into most successful programs Stop spending on unsuccessful programs Self-funding, because new member revenues pay for sales cost to identify and market to new prospects Geometric expansion of revenues and members Economic Analysis Brand Definition:  Brand Definition MOMENTS OF TRUTH Jan Carlson, president of airline SAS, coined the phrase moments of truth A moment of truth is any particular point of time where the customer interacts with the products, systems, people or procedures of an organization, and makes a judgment about the quality of the organization itself, or the products and services provided. He estimated that every year there were 50 million moments of truth between his employees and the passengers. Brand Definition:  Brand Definition BRAND DEFINITION Brand Definition is the sum of the brand experience, attributes, aesthetics and standards We will create the brand definition for Thailand Elite Thailand Elite will be created as a world class brand Well-defined brand helps ensure success for Thailand Elite in the moments of truth with prospects and members Brand Definition:  Brand Definition BRAND AESTHETICS & ATTRIBUTES Thailand Elite is a lifestyle brand for those people that enjoy the best in the world Prospects and members need to value the brand Thailand Elite and claim it as “their brand” Brands reflect self-image of user Brands are “badges” that define the user Brands evaluated by consumers depending upon how well the brand fits their lifestyle Needs to convey status of membership Needs to validate the value of the extra privileges of membership Needs to reassure them of their wise decision Brand Definition:  Brand Definition BRAND EXPERIENCE The Thailand Elite member must perceive the difference in visiting Thailand as a member versus as a non-member Booking travel to Thailand Enhanced travel benefits Immigration Arrival and departure In Thailand Free entry to golf country clubs Access to medical benefits Brand Definition:  Brand Definition BRAND EXPERIENCE Members must understand membership privileges To use them To feel the status of the membership Brand Definition program creates: Member materials Staff training manual—how to treat members Brand language Brand standards How to talk about the brand Brand Definition:  Brand Definition BRAND EXPERIENCE Welcome Package Complete information on program Details on all benefits List of Thailand Elite locations, by type of benefit Thailand Elite quarterly magazine Thailand Elite books Email newsletters Website for members only Member Satisfaction Follow-up phone calls Member surveys Brand Definition:  Brand Definition BRAND EXPERIENCE Member Referral Program Satisfied Thailand Elite members will be the most important source of new members Enlist Thailand Elite members as ambassadors for the program Give members the materials to recruit their friends Reward members that refer new members with additional status Brand Definition:  Brand Definition BRAND EXPERIENCE Future Brand Experience Programs Multiple Level Membership Establish multi-tier memberships with different status, benefits and costs Enables Thailand Elite to segment member market and achieve highest possible total revenue Loyalty Program Reward loyal brand members with status and other tangible benefits Loyalty programs are “price of entry” for many elite travel benefit programs Public Relations:  Public Relations Slide70:  Our Thailand Elite program is the world’s first country membership club. Our kingdom is a warm, hospitable and safe environment, with a rich and varied cultural and historic base. We want to open our doors even wider to that dedicated following of international friends who appreciate those values and who visit our us on a regular basis for vacation or business. His Excellency Thaksin Shinawatra Prime Minister of Thailand 19 November 2003 Public Relations Public Relations:  Public Relations Report results for the first 90 days – millions of Thailand Elite impressions in targeted countries Expand awareness of Thailand Elite through 2004 story budget Manage expectations within Thailand, and ensure that we are communicating a united front Measure impact of publicity efforts in targeted media Public Relations:  Public Relations 90 Day Results Public Relations:  Public Relations NOVEMBER 2003 – Media Briefings & Contacts Public Relations:  Public Relations DECEMBER 2003 – UNICEF Sponsorship Coverage Public Relations:  Public Relations DECEMBER 2003 – UNICEF Sponsorship Release Thailand Elite press release Delivered to 3,400 media outlets in the USA Delivered to 450 media outlets in Germany Delivered to 440 media outlets in China Delivered to 240 media outlets in the UK Delivered to 45 media outlets in Hong Kong Delivered to 30 media outlets in Taiwan Pick-ups worldwide 236 outlets including websites, newswires, print, broadcast worldwide Public Relations:  Public Relations Selected Media Placements Public Relations:  Public Relations THAI AMBASSADORS OUTREACH JANUARY 2004—Story Budget Focus on Germany, UK, USA, Hong Kong, Taiwan, China Secure interview for head of Thai diplomatic mission with major business media outlet in these regions Themes Thailand economic leadership in Southeast Asia Role of Thailand Elite Program in bringing global capital into Thailand Public Relations:  Public Relations GOLF PARADISE FEBRUARY 2004—Story Budget Green Valley Country Club—Bangcharong Natural Park Golf Club—Pattaya Thana City Golf and Country Club—Thana Public Relations:  Public Relations LUXURY RESORTS MARCH 2004—Story Budget Sheraton Grande Sukhumvit – Bangkok Samitiveg Esthetics Institute – Watana Amanpuri Resort – Phuket Felix River Kwai Resort – Kanchanaburi Royal Cliff Beach Resort – Pattaya Public Relations:  Public Relations TAT GOVERNOR – MEDIA VISITS APRIL 2004—Story Budget New York – New York Times, Newsweek, Wall Street Journal, Vogue, Vanity Fair Washington, DC – Washington Post, USA Today United Kingdom – Financial Times, The Times, Guardian, Economist Germany – Der Spiegel, Frankfurter Allgemeine Zeitung, Frankfurter Neue Presse, DM Euro Public Relations:  Public Relations SILK INDULGENCE MAY 2004—Story Budget Silk festival – Khon Kaen in November / December Jim Thompson House – Bangkok Khanitha Retail – Bangkok Public Relations:  Public Relations HIGH CUISINE JUNE 2004—Story Budget Bussaracum – Bangkok Celadon – Bangkok New Lamduan Faham Khao Soi – Chiang Mai Public Relations:  Public Relations SECRET NATURE JULY 2004—Story Budget Karst Forests – Krabi and Kho Sok Mountain Hideaways – Mae Hong Son and Loei Kao Yai National Park – Tigers and waterfalls Public Relations:  Public Relations BODY & SOUL AUGUST 2004—Story Budget Dusit Thani Hotel Cooking School – Bangkok Wat Pho Institute of Massage – Bangkok Northern Insight Meditation Center – Chiang Mai International Dhamma Hermitage – Chaiya, Surat Thani Public Relations:  Public Relations GEMS & JEWELS SEPTEMBER 2004—Story Budget Gem Traders of Chanthaburi – Rubies and sapphires since 9th Century The Lost Mines of Bo Rai – Stone recovery and cutting Wualai Road merchants – Chiang Mai, Asia’s crossroads for jewels and gems Public Relations:  Public Relations SPORTING LIFE OCTOBER 2004—Story Budget Muayu Thai Boxing – International Amateur Muay Thai Federation, Bangkok Krabi-Krabong Fencing – Buddhai Sawan Fencing School, Thon Buri Sepak Takraw – Takraw Association of Thailand, Dusit Public Relations:  Public Relations CLASSICAL ARTS NOVEMBER 2004—Story Budget Dance-drama – Khon and lakon Marionettes – Hun krabok puppets Classical music – Phiphat percussion ensemble, mahori string ensemble Public Relations:  Public Relations KING & COURT DECEMBER 2004—Story Budget Role of King Bhumibol – Thammasat University, Phranakorn Behind Closed Doors at Dusit Park – Bangkok Exploring the Grand Palace – Bangkok Public Relations:  Public Relations Managing Expectations Slide90:  Public Relations MANAGE EXPECTATIONS Steal the narrative Be open and honest Demonstrate concern for issues and integrity Speak with one voice – but with many allies Slide91:  Public Relations ANTICIPATE THREATS Terrorist attack Plane crash Food poisoning Media exposé Diplomatic incident Slide92:  Public Relations STEP ONE Risk Assessment Analyze and prioritize strengths and exposure Comprehensive internal research Review previous crises Review third-party alliances and detractors Slide93:  Public Relations STEP TWO Strategic Planning Build credible third-party alliances for use in a crisis Prioritize crisis media relationships before needed Develop key communication collateral and messages Customized crisis manual and “dark” websites Slide94:  Public Relations STEP THREE Monitoring And Alert Systems Identify, intercept and act on misinformation Monitor and scan media, chat rooms, newsgroups, websites Tap and evaluate traffic related to consumer complaints, accidents, disasters Public Relations:  Public Relations STEP FOUR Training And Simulation Identified appropriate spokespersons Intensive message and on-camera training Design and conduct realistic real-time crisis alerts and simulation Fine-tune existing crisis communication plan Public Relations:  Public Relations STEP FIVE Respond Immediately Deploy senior strategists immediately and throughout crisis Call on global network in major power centers if needed Issue initial statement within sixty minutes Rolling issuance of fact-based update releases Activate dark websites and third party alliances Public Relations:  Public Relations Measuring Our Impact Public Relations:  Public Relations MEDIA MIND Web-based automated media tracking & analysis Real-time calculation of reach & impact of media initiatives Competitive media tracking In-depth strategic reporting Slide99:  Web-based, password-protected Public Relations:  Public Relations SUPERIOR RETURN ON PR INVESTMENT On-the-ground, in-market personnel reduces travel costs Negotiated vendor contracts Effective team structures and processes Extensive client roster for potential partnerships Deep travel industry experience means quick start-up Our Quality Commitment We will exceed your expectations every day.:  Our Quality Commitment We will exceed your expectations every day. Public Relations What if you could become a member of a club which gave you benefits throughout an entire country? Now, with the introduction of Thailand Elite, that possibility is open to a select few who are friends of Thailand. Members of Thailand Elite will be given recognition and special treatment at spas, restaurants, hotels, and even hospitals. There is no end to the privileges attached to membership – and membership is for life. Juthamas Siriwan Governor Tourism Authority of Thailand November 2003:  What if you could become a member of a club which gave you benefits throughout an entire country? Now, with the introduction of Thailand Elite, that possibility is open to a select few who are friends of Thailand. Members of Thailand Elite will be given recognition and special treatment at spas, restaurants, hotels, and even hospitals. There is no end to the privileges attached to membership – and membership is for life. Juthamas Siriwan Governor Tourism Authority of Thailand November 2003 Public Relations Slide103:  Conclusion Key Measurements of Success:  Key Measurements of Success LIFETIME VALUE Estimated Incremental Spending Per Member Over 20 Years $5,000 per member per year incremental to the Thai economy, based on estimated Bt20,000 daily spending for 10 day visit Projected lifetime value of 20 years estimated at $100,000 Building a vacation home increases lifetime value more Economic impact projected to be $250,000 or Bt10 million Incremental spending of 100,000 members at $5,000 each is $500 million per year (Bt20 billion) Projected lifetime value over 20 years of Bt400 billion Key Measurements of Success:  Key Measurements of Success SUMMARY OF ACTIVITIES One million exclusive invitations to join Thailand Elite Corporate marketing to Fortune Global 1000 10 exclusive events sponsored by Thailand Elite Trade programs, direct response print and interactive World class Brand Definition for Thailand Elite Millions of PR impressions from Edelman Next Steps:  Next Steps FORWARD ACTION Approval to create a Scope of Work document with detailed budgets, activity charts and timetables Direct Corporate Event Trade Brand Definition Public Relations Overhead/ Administration

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