Weitere ähnliche Inhalte Ähnlich wie Attract More Russian Clients with 10 Marketing Steps Ähnlich wie Attract More Russian Clients with 10 Marketing Steps (20) Kürzlich hochgeladen (20) Attract More Russian Clients with 10 Marketing Steps2. IFPR COMMUNICATIONS PRESENTATION©
2
JUKKA LAIKARI
is a cofounder of IFPR Commu-
nications, that has offices in Fin-
land, Ukraine and Austria. He has
wide experience of internation-
al-PR, especially on CIS-markets,
where the reality of customer
insight, encounters, media and
online behavior is so often very
different from those in the West-
ern countries.
IFPR Communications
HEL | KBP | LWO | VIE
fi.linkedin.com/jukkalaikari
Skype jukka_laikari
phone +358 40 5245274
jukka.laikari@ifpr.fi
http://www.gcpr.net
blog: http://ifpr.fi
Facebook.com/ifprfinland
4. IFPR COMMUNICATIONS PRESENTATION©
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RUSSIAN CONSUMER MARKET
The new European growth engine
Second highest GDP in Europe
Middle class expansion, now 25 % of population
A Russian consumer is demanding, economical,
open-minded and technologically savvy
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CASE FINLAND
5,1 M visits from Russia/year
3,1 M Russian visitors/year
50 % of foreign visitors in Finland
25 % of foreign hotel nights
39 % of foreign tourism income
1,15 billion euros/year total volume - 50 % growth
7. IFPR COMMUNICATIONS PRESENTATION©
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A RUSSIAN TOURIST
80 % from Moscow & St Petersburg area
111 euros average spending per day
71 % do not speak English
76 % book their trip without a travel agency
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IMPORTANT CULTURAL ASPECTS
THINGS TO UNDERSTAND:
- the trip has “a long tail”:
the travel experiece will be shared with friends, relatives
- For Russian tourists customer service is the key factor for better
customer satisfaction
- Russians appreciate an indepth understanding on history,
sightseeing etc. They require more information, preferably in Russian.
Do not forget the segments
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TOP 10 WEBSITES
1. Yandex.ru
2. Google.ru
3. Mail.ru
4. Google.com
5. Vkontakte.ru
6. Youtube.com
7. Facebook.com
8. Wikipedia.org
9. Livejournal.com
10. Odnoklassniki.ru
13. IFPR COMMUNICATIONS PRESENTATION©
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MOST TRUSTED SOURCES OF TRAVEL
INFO
1. relatives, friends, aquintances (WOM*)
2. other traveler’s ratings online (UGC*)
3. social media (UGC)
4. official tourist office websites
5. media: documents on TV, articles in print
6. travel agencies
7. advertising
*WOM=Word Of Mouth / UGC=User Generated Content
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WORLD MAP OF SOCIAL NETWORKS
THINGS TO UNDERSTAND:
- trip has a ‘long tail’:
the travel experiece will be shared with friends, relatives
- For Russian tourists customer service is a key factor for a better cus-
tomer satisfaction
- Russians appreciate an indepth understanding on history, sightsee-
ing etc. They require more information, preferably in Russian.
15. IFPR COMMUNICATIONS PRESENTATION©
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RUSSIAN TRAVELLERS´INFORMATION
SOURCES
VK.com (ex. VKontakte.ru) (86 M in Russia & Ukr, 200M+ total)
Mail.ru (80 M email-accounts),
Odonoklassniki.ru (43 M users in Rus & Ukr)
Yandex.ru (68 % market share, 90M users/m)
LiveJournal (1.5 M blogs incl. Dmitry Medvedev) • TripAdvisor.ru
Russian pages in Facebook, Google.ru
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IMPORTANT INFORMATION SOURCES
VK.COM
the most popular
social media,
200+M
LiveJournal
the most popular
blogging platform
Mail.ru
the email provider
incl.
Odnoklassiki.ru
Yandex
the most popular
search engine
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10 STEP WIN-WIN PROGRAMME
1. Get rid of your prejudice
2. Remember Russian travel seasons
3. Understand Russian customer insight
4. Organize Russian customer service (creative option to outsource
native service with Skype?)
5. Create Russian signs, brochures, other customer communication
materials
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10 STEP WIN-WIN PROGRAMME
6. Start to use Russian social media (VK.com, FB
in Russian, blog, etc.) to improve your Russian SEO
7. Do not forget to add (entertaining) content to chosen medias
8. Get more Russian reviews & ratings
9. Consider Russian mobile apps and QRs (25M+ mobile net users)
10. Do not forget cross marketing with other industries
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WHY REVIEWS ARE IMPORTANT
User generated content (UGC):
Seens as reliable source of information
UGC is free
Popular source of information when planning
Lot of reviews = interesting destination
Positive reviews = worth visiting/spending time
Lot of likes = useful review, powerful message
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WANT TO GET THINGS DONE
FAST? YOU CAN OUTSOURCE:
Your Russian social media presence (&SEO)
Your Russian blog
Creation your Russian signs, brochures, information material
Attracting more Russian ratings
Your Russian customer service
Your Russian customer insight
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WE CAN HELP YOU
Contact us to get a free 1hr skype-consultancy
Need to improve your Russian customer insight? We’ll join you to talk
to your industry peers in Russia or Ukraine
Need to get Russian material, social media done quickly?
Let’s get it done now.
Need to get more Russian ratings? Let’s plan your concept.
Need to outsource your Russian marketing? Lets talk.
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THE SOONER YOU ACT, THE
MORE YOU WIN
The next Russian travel season is coming soon, but you
can still get some things done before it
Lot of things can be done quickly and with a moderate
budget to improve Russian customer satisfaction
Take the first step - your satisfied customers will
take the next and write better ratings