The Online Marketer

Mike Hendrikse

Remote workers don't always wear shirts

Induction training for new recruits

Remote workers face bigger challenges when joining new companies.
A banker friend told me recently that he asked his administrative assistant to sit in on a new client take on meeting which was held on line. My friend related that he became irritated when the assistant hadn’t turned on his camera. The banker friend thought it important for his new client to get to see who he would be dealing with on a day to day basis. Eventually the banker friend interrupted the meeting to ask the assistant to switch on his camera.
 
Of course it turned out that the assistant had not dressed for work, as he was working at home, and was looking somewhat disheveled. Not quite the corporate professional look that the banker friend was hoping to project to his new high nett worth client.
 
It’s no secret that companies have sent their workforces to work from home. Huge office blocks remain empty or partially occupied and big corporates are learning to come to terms with measuring worker performance based on output instead of time.
 
As businesses get back into the swing of things, some companies are battling with the reality of induction training for new staff when these staff members are often working remotely. Some new staff members report feeling a little alienated when starting new jobs as they don’t get to ask colleagues about office politics and get a sense for corporate culture.
 
In addition, the induction process is often cut short, shadowing is minimised and learning the ropes takes quite a bit of effort. Reading a manual isn’t quite the same.
 
Supervisors are discovering that new recruits are not getting the corporate culture. They are not always prepared for all the challenges of remote work and sometimes the basics are being ignored or left out.
 
Online learning systems are an easy solution to many of these challenges. A systematic and structured indiction program that deals with the corporate do’s and don’ts, communications and marketing themes, resource allocation and other things that are normally taken for granted can all be incorporated into an online learning management system. Internal systems do not have the formality of external systems and content production is easy.
 
Companies have the benefit of recording online training sessions which can be uploaded to their internal online training platform. With a small amount of effort one can also build in mini assessments to test if the information has been imparted correctly and the training sessions are always available for staff members to refer back to.
 
Of course for those businesses who formalise standard operating procedures, these can also be part of the system. Forming if you like a large internal wikipedia, a knowledge base of sorts. Of course we all learn differently so for those that prefer reading, transcripts to the video training can be made, and presented side by side on the platform.
 
The benefit of the online platform is that the new recruits and for that natter older hands can refer to this online knowledge base at times that suit their energy levels and availability.
 
Flexibility is key.
 
So if you prefer your admin assistants to at least comb their hair and put on a shirt before joining a meeting you are hosting, then teach them the rules with your own internal learning management system.

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The Online Business Model has moved from an adjunct to the physical business presence to being the main act. Transitioning has been fraught with difficulty but terribly exciting. Successful transients are alive with possibilities…

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Survive the COVID crisis in the tourism and hospitality industry

Doing business during and after COVID-19 is tough. But the tourism and hospitality industries have been hit the hardest.

The COVID Crisis has changed the market fundamentals. Foreign travel is severely restricted. Airlines are filing for bankruptcy.

We spoke to three top tourism product movers and shakers with links to South Africa to discuss the issues tourism and hospitality businesses are facing during the COVID crisis. 

If you are in the tourism and hospitality industry then you need to watch this video. There are some really great insights and ideas on how to pivot your approach and develop new business models.

Businesses have changed business models

Ian Morrison, sales manager of Rovos Rail,  Schalk Enslin the  host manager of the Pezula Hotel in Knysna and Karen Carter, an owner and marketing manager of a number of guest houses in Seignosse and the Dordogne are in France give their opinions.

All three have changed business models,

The market has new requirements and tourism and hospitality business’s have had to pivot and redefine their business processes..

If you’re in the hospitality business there are a number of gems here. The discussion is nearly an hour long but well worth making the time.

 

https://vimeo.com/448103916/d2d2ac6b7a

Changing the business model

Schalk Enslin is the general manager or as he prefers to be known, the host manager, of Pezula Hotel and Resort. This is a high end luxury product is in the tourism hot spot of Knysna on the South African Garden Route. 

Faced with immediate and catastrophic losses of revenue as his international clients cancelled booking en mass after the lockdown was announced, he had to look at the options available for a post Covid business model.

Survival mode kicked in. He divided his staff into two teams and made sure that only one team was on duty at a time. This was to minimise a potential skills shortage if one of the teams had to go into voluntary isolation.

Then they took the doors off the entrances to the public bathrooms. This reduced the number of contact points for guests who no longer had to touch door handles to enter the bathrooms.

Then they took the Blue Ocean Strategy of saying what can they eliminate in order to offer better safety for staff and clients.

They closed the restaurants. And in the restaurants place they opened a deli. Here guests could order or collect meals and return to their rooms which are equipped with microwaves and cutlery.

Because Pezula Hotel is the jewel in the crown at the centre of a residential golf estate Enslin advertised the deli to the many residents via electronic newsletters. Some of the residents had  chosen to sequester themselves at their holiday homes during the country wide lockdown.

It took a few days for the Pezula Deli to sell three loaves of home baked bread for instance but they persevered and the deli now shows a growth of over 300% month on month.

Some of the towns residents were calling past to buy or  were  ordering meals to be delivered.

As hotels were opened to business travellers and then for leisure purposes (initially only provincial travel was allowed) Enslin developed a super cheap product of only R500 per person sharing per night. 

However with this highly reduced rate, the services were cut back as well. Guests were required to service their own rooms. They had to make their own beds and cleaning materials were provided.

This borrows from the already accepted AirBnB model. Unusual for a high end hotel but one that satisfied Enslin’s need to ensure guest and staff safety. This way he was able to ensure rooms were let and staff could get paid.

Enslin also made this experience very different. Touch points were eliminated. All booking were confirmed online and payment had to be made in advance through bank transfers. 

The only touch point with the guest was handing over the room key on arrival. No paperwork, no credit card processing.

Enslin thereby eliminated the need for receptionists. The former receptionists became call centre operators. He introduced the notion of a curated stay. 

These call centre operators would phone each guest, explain the new procedures and offer to book excursions, golf, hikes and some of the safe attractions that were available in Knysna.

As a result many guests chose to extend their stay by an additional two days.

In mid August when interprovincial travel was opened he already had a business model which was tried and tested on the Cape Town market which they’re able to apply this business model  to the Johannesburg market.

They were successful in attracting a whole new category of guest in a safe and innovative manner. Creating true blue ocean opportunities.

Similarly Karen Carter was able to pivot her guest house business’s. Her main market pre Covid was the Brits but with the lockdown that market evaporated overnight. So she pivoted and marketed to the French locals. They. were unable to travel out of the country and were looking at alternatives. Carter is exploring new markets by feeling the response of millennials to stays in her properties as well.

Ian Morrison shares with us the many safety measures Rovos Rail are applying to give guests the necessary confidence to start luxury train travel again. 

An enlightening conversation and one where we can all take lessons from.

At The Online Marketer we firmly believe that a digital first, physical enhanced strategy can set your business apart from the competition.  We look forward to continuing this conversation with role players in other industries.

Can Your Tourism Business Survive the Covid Crisis Read More »

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Selling on the internet

There are many reasons one might search the net.

One might be looking for information or doing research.
 
An example may be searching for accommodation options for a holiday trip or looking for activities to do at your chosen or possible holiday destination.
 
On the other hand, you may be looking for something specific such as a part for a 1972 vintage motor vehicle or a fetching black dress for a function next week or you may be needing a home inspection done on a house you want to buy.
 
Or one may go onto the net to catch up with the latest news.
 
In each of these cases, the purpose is different and the way to convert that persons inquisitiveness into a sale is different.
 
In the online world, we have a solution for each of these scenarios. The simplest and easiest is to provide solutions to known problems where the person needs instant gratification.
 
We can provide that back dress or vintage car part or home inspection immediately with a targeted landing page with great SEO or direct people there with an ad on the search network.
 
However, if the inquiry was part of a longer sales process it would be beneficial to hold that persons attention or to offer them a great “value add” for free in exchange for their contact information.
 
Check out the giveaways on www.housecheck.co.za for a free South African Buyers Guide or for a free guide to the 10 most common problems in houses. Very good value for the clients.
 
In the case of www.thefrenchcountrycottage.com our client offers a free guide to exploring the nearby villages in the Dordogne Valley, highlighting what you are most likely to find. 
 
Very clever marketing because in both cases the clients provide their email addresses in order to get this valuable information.
 
Now, these email addresses are extremely valuable because we can then develop the relationship with these people by sending them periodic updates on this area of interest. The Home Owners get advice on purchasing and maintaining a home and the “wannabe” Dordogne visitors get an overview of the changes in the valley according to the season.
 
In both cases, our clients become experts or specialists in their prospective fields with their potential buyers. They become the go-to people in that industry.
 
Of course, Facebook offers an incredible service in that you can target Facebook ads only to people who have shown an interest in your product or service. If you supply Facebook with a list of email addresses or telephone numbers of your clients or people that have expressed an interest in your product they will see your Facebook ads or stories appear on their timeline.
 
Google remarketing ads work in a similar way.
 

So follow this logic:

 
John and Valerie plan a holiday to France. They stumble across www.thefrenchcountrycottage.com because they have searched for self catering accommodation in the Dordogne. They like what they see – we know this because they look at a number of pages on the website – but are not quite sure if they should go to the Dordogne valley or a beach destination such as Hossegor or Seignosse because they have friends who told them how great it is.
 
So they continue with their search. They find a nice place called www.seignossevilla.com. However they are distracted and tired and resolve to make the decision later and only if if they can confirm their leave.
 
Now our clients at Les Chouettes, the French Country Cottage knows that people don’t make a decision straight away. They also know that their clients will be faced with many options and the best way to hold their clients interest is to provide a guide to the area which can be downloaded from their website.
 
So they employ a number of strategies to entice John and Valerie back. Firstly they had offered them their downloadable guide from The French Country Cottage website. In this case John and Valerie didn’t bite and download the guide. But as John and Valerie use the web they keep seeing display ads for www.thefrenchcountrycottage.com ’s  guide to the Dordogne Valley popping up as online image based advertisements whenever they access their favourite news sites.
 
Secondly when trawling through their Facebook timeline they find an offer to download the guide as well.
 
The first scenario is possible through a Google remarketing advert and the second through the Facebook ads we mentioned above.
 
John and Valerie eventually choose one of the download options and are really amazed at the variety of things to do in the Dordogne Valley. They decide that the Dordogne will be their destination. Of course in their downloaded guide is a link to book at www,thefrenchcountrycottage.com and so they make their booking, pay online and continue planning their holiday.
 
Never before has it been possible to target clients so effectively, so accurately and get measurable results for your ad spend.
 
There is a bit of a cost to set up a system like this, but the cost of the actual advertising is minimal compared to the return.
 
Ast THE ONLINE MARKETER we set up lead generating systems like this.
 
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Digitally First but Physically Enhanced

The Online Business Model has usurped the Physical Business Presence as the primary business presence. Physical businesses now support the online versions.

This transitioning has been fraught with difficulty but has been terribly exciting. Successful transients are alive with possibilities…

There are many reasons one might search the net.
One might be looking for information or doing research. An example may be searching for accommodation options for a holiday trip or looking for activities to do at your chosen or possible holiday destination.
On the other hand, you may be looking for something specific such as a part for a 1972 vintage motor vehicle or a fetching black dress for a function next week or you may be needing a home inspection done on a house you want to buy.
Or one may go onto the net to catch up with the latest news.
In each of these cases, the purpose is different and the way to convert that persons inquisitiveness into a sale is different.
In the online world, we have a solution for each of these scenarios. The simplest and easiest is to provide solutions to known problems where the person needs instant gratification. We can provide that back dress or vintage car part or home inspection immediately with a targeted landing page with great SEO or direct people there with an ad on the search network.
However, if the inquiry was part of a longer sales process it would be beneficial to hold that persons attention or to offer them a great “value add” for free in exchange for their contact information. Check out the giveaways on www.housecheck.co.za for a free South African Buyers Guide or for a free guide to the 10 most common problems in houses. Very good value for the clients.
In the case of www.thefrenchcountrycottage.com our client offers a free guide to exploring the nearby villages in the Dordogne Valley, highlighting what you are most likely to find. Very clever marketing because in both cases the clients provide their email addresses in order to get this valuable information.
Now, these email addresses are extremely valuable because we can then develop the relationship with these people by sending them periodic updates on this area of interest. The Home Owners get advice on purchasing and maintaining a home and the “wannabe” Dordogne visitors get an overview of the changes in the valley according to the season.
In both cases, our clients become experts or specialists in their prospective fields with their potential buyers. They become the go-to people in that industry.
Of course, Facebook offers an incredible service in that you can target Facebook ads only to people who have shown an interest in your product or service. If you supply Facebook with a list of email addresses or telephone numbers of your clients or people that have expressed an interest in your product they will see your Facebook ads or stories appear on their timeline.
Google remarketing ads work in a similar way.
So follow this logic:
John and Valerie plan a holiday to France. They stumble across www.thefrenchcountrycottage.com because they have searched for self catering accommodation in the Dordogne. They like what they see – we know this because they look at a number of pages on the website – but are not quite sure if they should go to the Dordogne valley or a beach destination such as Hossegor or Seignosse because they have friends who told them how great it is. So they continue with their search. They find a nice place called www.seignossevilla.com. However they are distracted and tired and resolve to make the decision later and only if if they can confirm their leave.
Now our clients at Les Chouettes, the French Country Cottage knows that people don’t make a decision straight away. They also know that their clients will be faced with many options and the best way to hold their clients interest is to provide a guide to the area which can be downloaded from their website.
So they employ a number of strategies to entice John and Valerie back. Firstly they had offered them their downloadable guide from The French Country Cottage website. In this case John and Valerie didn’t bite and download the guide. But as John and Valerie use the web they keep seeing display ads for www.thefrenchcountrycottage.com ’s  guide to the Dordogne Valley popping up as online image based advertisements whenever they access their favourite news sites.
Secondly when trawling through their Facebook timeline they find an offer to download the guide as well.
The first scenario is possible through a Google remarketing advert and the second through the Facebook ads we mentioned above.
John and Valerie eventually choose one of the download options and are really amazed at the variety of things to do in the Dordogne Valley. They decide that the Dordogne will be their destination. Of course in their downloaded guide is a link to book at www,thefrenchcountrycottage.com and so they make their booking, pay online and continue planning their holiday.
Never before has it been possible to target clients so effectively, so accurately and get measurable results for your ad spend.
There is a bit of a cost to set up a system like this, but the cost of the actual advertising is minimal compared to the return.
Ast THE ONLINE MARKETER we set up lead generating systems like this.
Let’s Connect

Selling on the internet Read More »

Connect with your target market
Strategic Thinking

Consumers call the shots

Consumers claim the power in an open world

Gone are the days where business can dictate terms to their clients. It seems that many businesses are battling to come to terms with this reality.

Recently I penned a letter to 16 000 odd people listed in a clients database. I tried to illustrate this consumer shift by using a complaint that was posted onto Hello Peter a few years back.

A large portion of this target audience are estate agents and judging by the various reactions to my email it is obvious that some people are more attuned to these shifts in consumer behaviour  than others.

The client, HouseCheck, is a national home inspection company (disclaimer – in which I had a small  interest) which supplies comprehensive and snag inspections to buyers and sellers.

Because of the way the Consumer Protection Act excludes private sellers and buyers from the provisions of the Act, the only way a buyer can protect themselves from the Voetstoots clause when buying a home is by verifying the true condition of the property upfront. This is done via a Home Inspection.

Although some estate agents are all for home inspections, quite a few are discouraging home inspections, because they are scared that the inspection may disrupt the sale. HouseCheck’s argument is that this is an unfair practice because buyers could be prejudiced.

I suggested in my article “that in the court of public opinion” this attitude adopted by most estate agents could go against them. The jury is still out if this may happen.

There have been three other incidents which have reinforced the power of the small man.

In a  much shared post on Facebook, a woman’s claim against Old Mutual for a life policy on her late husbands life was denied on the basis that the man had not disclosed all pre existing conditions. Sadly, the pre existing conditions had not killed him, as he was murdered. The wife faced a bleak future as she worked for her late husband in an administrative capacity and now, not only did she loose her income but was also facing a situation where the life policy was denied. 

Naturally Facebook users agreed with her that the the insurance company’s decision was unjust.  The social media post went viral. Old Mutual quickly became aware that the court of public opinion was judging it and quickly changed their minds and agreed to make the payout.

Old Mutuals reputation was saved. The destitute policy holder won in the court of public opinion.

Ford Motor Corporation in South Africa and elsewhere took longer to learn their lesson. A few years back their  Ford Kuga’s were catching alight for no apparent reason. People died as a result.

These fire incidents resulted in the value of thousands of Kuga owners cars being decimated because the general public turned away from the brand.

Ford themselves would not even give a decent trade in value on their own product.

And in another victory for the small man, average South Africans took to Twitter and other social media to take on mega PR agency Bell Pottinger in the UK over their racially divisive campaign conducted in South Africa. The DA, feeling the mood of the people grabbed the opportunity and cleverly reported Bell Pottinger to the Public relations and Communications Association (PRCA) and they had their membership terminated for five years.

At the time of writing, the Bell Pottinger CEO has resigned and clients are jumping ship according to media reports. Bell Pottinger have  announced that they are declaring bankruptcy.

David has played Goliath. Imagine one of the worlds most respected PR agencies misread this power shift.

Managing your social media reputation is now a key aspect of your business and one not to be taken lightly. Remember your clients are potentially in the driving seat, and the court of public opinion reigns supreme.
 

Google and Facebook  now consider consumer reviews before making recommendations for businesses in their respective search engines.

At The Online Marketer we have strategies to handle these aspects of your business. A number of our Tourism and Hospitality clients have benefitted from the positive reviews they have received as a result of our automated review systems.

Digitally First But Physically Enhanced

The swing to digital businesses should be supported by a physical presence. Even if that physical presence takes a new form.

Buying Power Shifts Read More »

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