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Published byRoderick Terry Modified over 9 years ago
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4321 DIVE MARKET OBJECTIVE AND FOCUS OF TODAY’S MEETING REVIEW BAHAMAS DIVE BUSINESS REVIEW WHAT WE’VE BEEN DOING AND HOW IT’S BEEN WORKING AGENDA DIVE BAHAMAS 2011/2012 WHAT DO WE NEED TO DO TO ACHIEVE OUR GOALS?
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1 WE NEED TO BE CLEAR ABOUT OUR OBJECTIVE AND FOCUS TODAY 2 34 5 AGENDA DISCUSS HOW WE WILL ACHIEVE OUR GOALS REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE REVIEW WHAT WE’VE BEEN DOING REVIEW HOW THEY HAVE BEEN WORKING
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DIVE MARKET OBJECTIVE INCREASE OUR DIVE BUSINESS by 15%, returning to 2008 levels. This increase would net us 2,100 more visitors than we saw in 2010 or 175 more dive visitors per month. Key Performance Indicators: Indusa Data, Reports from B.D.A. Members. Example text AGENDA
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2 REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE 1 3 4 5 AGENDA HOW WILL WE ACHIEVE OUR GOALS OBJECTIVES AND FOCUS FOR TODAY’S MEETING REVIEW WHAT WE HAVE BEEN DOING? REVIEW HOW THEY HAVE BEEN WORKING
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3 REVIEW WHAT WE’VE BEEN DOING? 1 24 5 WHAT WILL WE DO NOW TO ACHIEVE OUR GOALS AGENDA DIVE BUSINESS REVIEW HOW THEY’VE BEEN WORKING OBJECTIVES AND FOCUS
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Dive - Challenges Business has been relatively flat across all islands. Dive budget was reduced to $270K along with all vertical budgets. Over the years, Dive has never participated in the destination’s seasonal offers because of our inability to sell air/hotel/dive packages and therefore the focus has ONLY been on brand awareness with the hope that it would net a sale. Dive media included 98% print media which is inflexible when trying to incorporate seasonal deals. Calls on 800 866 DIVE and answered at Inktel were not adequately serviced.
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HIGHLIGHTS OF 2010/2011 INCORPORATED PROMOTIONAL OFFERS IN ADS WHERE POSSIBLE REDIRECTED 800 866 DIVE CALLS FROM INKTEL TO BAHAMAS DIVE RESERVATIONS DIVE SYMPOSIUM - 40 ATTENDEES DEMA SHOW RECORD LEADS – 430% INCREASE OVER 2009, $360k IN CONFIRMED LEADS
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PRINT ADVERTISING
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Old Sample Ads
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Old Sample Ad
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New Ads New tactical features
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Trade-only Magazine Ad for Dive Retailers, with Copy Geared towards Travel Sellers Consumer Magazine Ad
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4 REVIEW HOW THEY HAVE BEEN WORKING 1 23 5 WHAT DO WE NEED TO ACHIEVE OUR GOALS? AGENDA WHAT HAVE WE BEEN DOING? REVIEW OF OUR DIVE BUSINESS OBJECTIVE AND FOCUS
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FLY, STAY, DIVE RESULTS 229 CALLS 24 QUOTES 8 BOOKINGS 53 ROOM NIGHTS $12,606 IN REVENUE
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Bahamas Dive Reservations Service: Call Report *(800) 866-DIVE IVR issues were identified in December ‘10 and corrected.
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Bahamas Dive Reservations Services (Sales/Hotel & BDA Operator)
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5 DISCUSS HOW WE WILL ACHIEVE OUR GOALS 1 23 4 HOW HAVE THEY BEEN WORKING AGENDA WHAT HAVE WE BEEN DOING REVIEW DIVE BUSINESS OBJECTIVE AND FOCUS
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1 WEBSITE DEVELOPMENT – make our website a one stop shop 2 4 6 8 ADVERTISING – (magz, radio) use to promote special offers DIVE SHOWS – net more group and individual leads ONLINE CAMPAIGN – keyword buys, email and magz online prog COOP PROGRAM - CARDONNADIVE SYMPOSIUM – expose divers to our diverse product 800 866 DIVE – make it possible for divers to book air/hotel/dive PROMOTIONAL OFFERS – do a better job of creating relevant, appealing deals 3 5 7 AGENDA 2011/2012 Recommended Strategies
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GRAND BAHAMA ISLAND NASSAU/PARADISE ISLAND STIMULATE BUSINESS YEAR ROUND CREATE INCREMENTAL BUSINESS SEASONALLY AGENDA THE OUT ISLANDS FOCUS ON Creating Consumer Demand through Promotional Initiatives
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