Archive for January 2011
ANNOUNCEMENT: Please note that the venue of eMarketing for Sri Lanka Travel Trade - One Day Workshop has been changed to Gall Face Hotel (Room: Lotus D). Event will commence at 9 am and will go till 5 pmTravel and Tourism sector is one of the main industries in the world which is being positively impacted by the Internet usage of their customers and online implementations by excising business firms at different stages of their value delivery chains. But the tourism industry in Sri Lanka is still not getting the maximum benefit of these trends due to many reasons and the knowledge gap in the industry on Internet Marketing appears to be one of the top among these reasons. The main objective of this workshop is to narrow this knowledge gap enabling the decision makers and implementers to confidently put their ideas, plans, and strategies into action in the field of eMarketing and eCommerce.
Who Should Attend this Workshop?
CEOs/Directors/MDs/GMs/Senior Managers/Executive Staff who are involved in the decision making and implementation in sales, marketing, advertising, public relations, direct sales, online sales and marketing, online distribution, eCommerce, website management and maintenance or any other type of activity which contribute towards reaching the end customers and/or intermediaries of Hotels, Airlines, Travel agencies , Tour operators and any other business type in the travel and tourism sector.
Workshop Dates and Venue
ANNOUNCEMENT: Please note that the venue of eMarketing for Sri Lanka Travel Trade - One Day Workshop has been changed to Gall Face Hotel (Room: Lotus D). Event will commence at 9 am and will go till 5 pm
Registration Fee and Procedure
Rs 5,900 per person (Inclusive of lunch, refreshments, stationary and other materials)
I still can remember watching the 1992 cricket world cup as a 12-year-old schoolboy. Technology wasn’t no way near what it is today during those days and I remember we talked about the ‘stump vision’ camera as quite an achievement of the history of technology. Most of the matches were not live telecasted here in Sri Lanka as the cost of television rights and satellite downlinks were not justifiable for national TV to go for a full coverage of the tournament. We did not have SMS news alerts or Cricinfo.com either, to get regular updates about the matches. As a result, we got to know the results of some of the matches Sri Lanka played in the group stage only after watching the 8.00pm newscast on TV. The only person I was able to ‘discuss cricket’ during those days, was my (then) 85 years old grand mother. Yes, my grand mother was a great fan of cricket, so we both sat together to watch the match on TV.
If you read my last blog post describing the concept of “peopleizing” a brand, you might come up with the intuitive question “is this possible?”. You might ask, are there brands who have managed to do this already?
As it’s the case with any new concepts, you won’t find dozens of practical examples at the initial stages as the concept itself requires lots more improvements and modifications based on practical insights. However, I can give you a one good practical example from a Sri Lankan café located in Colombo 07000; Coco Veranda.
Segmenting, Targeting and Positioning had been the long-standing steps of formulating a brand’s entire marketing strategy. Out of these three steps in the strategic marketing decision making process, I believe ‘positioning’ is the most important step which could differentiate your brand from the competition. According to Al Ries and Jack Trout, the pioneering authors who coined the word “positioning” into marketing vocabulary, positioning involves ‘owning a word in the prospect’s mind’. This is such a powerful definition of the word ‘positioning’ in marketing context, as it cleverly summarize how (and why) Apple computers is so strongly positioned as the ‘innovator’ in the industry. It wasn’t just coincidence how Apple became synonymous with ‘innovation’. It was part of their years long strategy, to own the word ‘innovative’ in the minds of prospective computer (and gadget) buyers.
I will not discuss about positioning in detail, as my topic for this post is about ‘moving beyond positioning’. I highly recommend you to read (if you haven’t already) the book “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout, which I believe is the greatest marketing book ever written in the 20th century. Even after 30 years of it’s first publication, most of the points Ries and Trout raised in the book are still valid for this social media era.