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1DIVE 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 BAHAMAS2011/2012 WHAT DO WE NEED TO DO TO
ACHIEVE OUR GOALS?
1 WE NEED TO BE CLEAR ABOUT OUR OBJECTIVE AND FOCUS TODAY
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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
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
2 REVIEW OUR DIVE BUSINESS – PAST, CURRENT, FUTURE
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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
DIVE VISITOR COUNT BY ISLAND 2006-2010
NEW PROVIDENCE 38086 50%
GBI 17349 23%
ABACO 8092 11%
SAN SALVADOR 2688 4%
BIMINI 2631 4%
EXUMA 2138 3%
ELEUTHERA 1478 2%
ANDROS 1301 2%
OTHER OUT ISLAND 852 1%
UNIDENTIFIED ISLAND 569 .7%
HARBOUR ISLAND 467 .6%
Grand Total 75651 100%
DIVE VISITOR COUNT BY ISLAND
2006 2007 2008 2009 2010 Grand Total08/09
%CHANGE09/10
% CHANGE
NEW PROVIDENCE 8797 5573 8178 7393 8145 38086 -0.11 0.09
GBI 4109 2845 3991 3556 2848 17349 -0.12 -0.25
ABACO 2275 1307 1817 1354 1339 8092 -0.34 -0.01
SAN SALVADOR 386 438 552 713 599 2688 0.23 -0.19
BIMINI 711 560 513 517 330 2631 0.01 -0.57
EXUMA 610 371 413 286 458 2138 -0.44 0.38
ELEUTHERA 388 207 382 223 278 1478 -0.71 0.20
ANDROS 386 215 314 226 160 1301 -0.39 -0.41
OTHER OUT ISLAND 152 183 191 206 120 852 0.07 -0.72
UNIDENTIFIED ISLAND 77 87 137 140 128 569 0.02 -0.09
HARBOUR ISLAND 111 80 103 86 87 467 -0.20 0.01
Grand Total 18002 11866 16591 14700 14492 75651 -0.13 -0.01
3 REVIEW WHAT WE’VE BEEN DOING?
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5 WHAT WILL WE DO NOW TO ACHIEVE OUR GOALS
AGENDA
DIVE BUSINESS
REVIEW HOW THEY’VE BEEN WORKING
OBJECTIVES AND FOCUS
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.
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
PRINT ADVERTISING
Old Sample Ads
Old Sample Ad
New Ads
New tactical features
Trade-only Magazine Ad for Dive Retailers , with Copy Geared towards Travel Sellers
Consumer Magazine
Ad
4 REVIEW HOW THEY HAVE BEEN WORKING
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5 WHAT DO WE NEED TO ACHIEVE OUR GOALS?
AGENDA
WHAT HAVE WE BEEN DOING?
REVIEW OF OUR DIVE BUSINESS
OBJECTIVE AND FOCUS
FLY, STAY, DIVE RESULTS•229 CALLS•24 QUOTES•8 BOOKINGS•53 ROOM NIGHTS•$12,606 IN REVENUE
Bahamas Dive Reservations Service: Call Report
Month # Calls Rcvd. # Quotes # bookings # Room Nights Revenue
Oct
Dec* 18
Jan 73
Feb 48
March 33
April 57
TOTAL 229 24 8 53 $12,606.85
*(800) 866-DIVE IVR issues were identified in December ‘10 and corrected.
Bahamas Dive Reservations Services(Sales/Hotel & BDA Operator)
CHECK IN CHECK OUT AGENCY SOURCE HOTEL DIVE OPERATOR GROSS
10/08/10 10/15/10 TRANSFER ON PHONE CAPE ELEUTHERA CAPE ELEUTHERA $3,520.00
11/10/10 11/14/10 AQUATIC SPORTS SYMPOSIUM SHERATON STUART COVE $1,400.00
11/10/10 11/14/10 AQUATIC SPORTS SYMPOSIUM SHERATON STUART COVE $1,192.00
12/09/10 12/14/10 STUART COVE E-BLAST SHERATON STUART COVE $2,050.25
12/11/10 12/17/10 WORLD OF DIVING STUART COVE E-BLAST SHERATON STUART COVE $598.60
12/31/10 01/10/11 BDA PRINT AD None STUART COVE $1,126.00
03/04/11 03/04/11 WEBSITE NONE STUART COVE $218.00
03/11/11 03/14/11 BDA PRINT AD SHERATON STUART COVE $2,502.00
$12,606.85
5 DISCUSS HOW WE WILL ACHIEVE OUR GOALS
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AGENDA
WHAT HAVE WE BEEN DOING
REVIEW DIVE BUSINESS
OBJECTIVE AND FOCUS
January
February
March
AprilMay
JuneJuly
August
September
October
November
December
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Seasonality of Dive Travel to The Bahamas2006 - 2010
1 WEBSITE DEVELOPMENT – make our website a one stop shop 2
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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 - CARDONNA DIVE 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
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AGENDA
2011/2012 Recommended Strategies
GRAND BAHAMA ISLAND
NASSAU/PARADISE ISLAND
• STIMULATE BUSINESS YEAR ROUND
• STIMULATE BUSINESS YEAR ROUND
• CREATE INCREMENTAL BUSINESS SEASONALLY
AGENDA
THE OUT ISLANDS
FOCUS ON Creating Consumer Demand through Promotional Initiatives
