SESSION 4

#BUZZANDGO

For me the keypoints of the presenttation are the following ones: 1.- The audiences ae more important that the normal media: Nowadays the influence that has some "personalities" over the people is bigger than the commun advertises on tv or radio, as clients we want real testimonies or real images shared by someone who we know. 2.- The images and a universal language It doesn't matter the language, once someone has published the beautifulness of an image everybody around the world can be inspired by it and visit that place. 3.- Identify, Handle, Measure It's interesting how buzz and go manage everything to really has an impact on clients about the products, from indetify the potential influencers for clients and really measure how big is the impact of each one. 4.- Connect: Connect the people around the world with just few people, how the connections with influence people are really important to have really development and growth of a business

SESSION 3

TOUCHPOINTS

• Same criteria 2 different countries: Large business in the business and industrial industry in the US and France.

How digital touchpoints differ from one country to another? In the US market the digital marketing channels has a strong impact before the impact, touchpoints such as generic paid search, sisplay click and organic search are very strong. In france the case is similar, however, the referrals and the brand paid search are more likely in the middle of the path instead of the beginning as in the US.

• Same country, different industries: Large business in the food and drink industry in France & Large business in the arts and enterteinment industry in France.

In the food and drink industry in France the digital marketing channels have no influence at the beginning, that means that the consumer doesn't have a reseach when he is interested to buy something, however, these channels at the middle and at the end of the path has a strong influence in the purchase and are determiners to do it. In the case of arts and enterteinment, the digital channels has a stronger influence at the end of the path, touchpoints such as email or referrals are very specific to determine the purchase.

How many touchpoints does a typical hotel use to convert looker into bookers? 

A typical hotel should use 5 touchpoints at least.

Which touchpoints do you think are most important for a hotel to employ and why?

1.- Touchpoint to make a reservation

2.- Touchpoint to make the check-in before the arrival

3.- Touchpoint with access to all the services of the hotel (taxi, restaurant, room-service, spaces)

4.- Touchpoint for social network of the hotel

Image of example:

How many screen devices can people use in the decision journey?

Mobile, laptop, tablet, PC

INFLUENCER MARKETING

Influencer Marketing has become a new way to advertise products and to have a direct impact on clients. As we have seen in the presentation, the influencers are the persons who has a strong and loyal base of people that follows them, wich means they will adopt and buy the products and services that the influencer recomends.

Having said that, in my opinion is very important (and vital) for the hospitality industry to adapt this new form of publicity. Digital era has increased tremendously in the recent years and the influencers are part of this new revolutionary digitalization. When a influencer has a recomendation or advertise a product, their loyal base knows that he or she is telling the truth, that this recomendation is based on a trust experienced, it has a personal testimony about something, it attaches credibility and confiabililty. A traditional marketing has just advertises (images, videos or speech) but it doesn't assure you that the product or service will work or is effective, however, when you see a well known person speaking about it, you are 100% sure you'll get what is offered. And even more, the influencers doesn't reach only their followers, they even has a greater reach since the followers will recommend their friends, and a whole chain of spread will start.

That's the main reason why influencer marketing is really important for hospitality industry. As a clients we don't want just a simply beautiful campaign, we want to be sure about somenting. In my case for example, when I go on vacations I always search for opinions and testimonies about hotels and restaurants before going. I have to be sure of what I'm buying and if I see people talking very well about it I will do it, more even if is a well known person on social media.

This is the image in my opinion better represents influencer marketing.
First point we have the brand, then the social influencers, and finally all the chain of comunication related to the produc or service advertised.

Image Jorge Mendez

Job Positions for my future

Job Position 1:

Company: Jaeger- LeCoultre

Purpose:

Country Manager

Responsibilities:

Key responsibility 1

Prepare and implement the Business and Marketing Plan for the assigned territory

Define regional brand strategy and short and mid term implementation

Key responsibility 2

Team coaching and managerment :

Hire, lead, and act as advisor to sales team regarding projects, tasks and operations.

Control and promote the professional growth of team members

Develop the efficiency of team’s work relationships with internal and external partners

Define and communicate missions and objectives of all team members, clearly establishing priorities. 

Formulate sales team’s goals and objectives and motivate staff to attain them.

Conduct performance appraisals for all team members

Assess training needs for his team and plan their career evolution

Key responsibility 3

Evaluate and implement appropriate new sales and distribution techniques and strategies to increase the brand’s sales volume.

May recommend product or service enhancements to improve customer satisfaction and sales potential.

Perform business development activities as needed to increase sales

Define and prepare local price lists.

Key responsibility 4

Maintain a constant monitoring of market trends and generate monthly reports to management on market situation

Define and implement marketing activities in order to achieve the best marketing practice.

Define and implement commercial and promotional policy.

Define and implement the communication policy (advertising, PR and sponsoring, display and publishing)

Participate in community events for prop up sales as considered necessary:

•Membership in Chamber of Commerce

•Participation in trade shows and expos

•Develop alternative and parallel/vertical marketing activities.

Key responsibility 5

In coordination with Regional After Sales Service Management develops and implements the local Customer Service Policy as defined by the Brand

Responsible for the efficient management of stock supply policies and merchandising

Job Position 2:

Company: Johnson & Johnson

Purpose:

Senior Manager, Regional Latin America

Responsibilities:

Leads and drives the Privacy Compliance program to ensure all business practices and activities are in compliance with J&J internal guidelines and policies, and applicable data privacy laws. Operates on a regional, cross sector basis for all divisions of the company and serves as a strategic business partner towards all covered employees and company functional leadership (e.g., HR, IT, Marketing, R&D, etc.) to ensure that the Privacy Compliance program effectively prevents and/or detects violations of law, regulations, policies.

Ensure alignment with the businesses and J&J Healthcare Compliance & Privacy global strategy; coordinate deployment.
Work with local and regional management and other stakeholders to establish a structure of privacy liaisons or similar functions.
Address privacy compliance risks of regional business initiatives
Partner with Global Supply Chain Privacy Leader on Operations/Manufacturing privacy matters within the region
Engage in regular alignment meetings with regional business process representatives
Ensure adequate representation in regional business governance structures and establish discussion platforms to get general business buy-in and impact analysis
Work with the Global Operations, Government Affairs, Regulatory, Legal, and external organizations to shape & influence the environment and privacy and data protection regulations
Actively engage in the enterprise-wide Talent Management process for HCC&P
Partner with regional functional leadership (HR, IT, Marketing, R&D, etc.) to ensure that the Privacy Compliance program effectively prevents and/or detects violations of law, regulations, and policies o Collaborate with key business partners, Legal and IT to ensure implementation of Management Action Plans to close gaps identified during audits, assessments and testing & monitoring, as applicable