The View_September 2018_F_Web

SEVEN KEY
STEPS FOR
PACKAGING
Photo credit: Jacob's Creek Cooking Class
Define your goals and objectives.
1
Define your ideal target market and
2 segments.
Brainstorm and identify potential
3 partners.
Develop the package and itinerary.
4
Determine logistics and operations.
5
Calculate the costs, price
6 competitively and earn a profit.
Promote and market the package.
7
COMPLEMENTING YOUR BRAND WITH
PARTNERSHIPS AND PACKAGES
BY SIGGI FREDE, CONSULTANT, LECTURER & TRAINER – EFFEKTIVER
Partnerships that are based on trust and
sharing of ideas, knowledge, contacts
and resources can be a powerful way to
deliver greater value to your target market,
increase brand differentiation and create
competitive advantage.
Today’s discerning domestic and
international travellers are seeking
destinations that deliver authentic
experiences which tap into their passion
points, provide greater meaning, personal
connections and create unique memories.
For packages carefully consider your
ideal target markets, unique value
proposition and select industry partners
that complement your brand. When you
collaborate think about the emotions
and senses that your package will
stimulate and identify unique elements
that guests cannot see or do anywhere
else in Australia. What will be the
‘WOW’ moments that create inspiring
testimonials? Also consider pooling funds
for sales, marketing and distribution
activities to jointly reach larger audiences.
16 SATIC. SPRING 2018
A package combines two or more
products into a single price offering.
Packages often play a key role to drive
demand during off-peak travel times,
stimulate repeat business and increase
yield. Bundles should ideally feature a lead
product and one to three brand aligned
complementary non-competing products.
Packages do not need to be based on
discounting (even though it is a core
appeal), the focus could rather be on value
add, uniqueness and convenience that
drive customer satisfaction.
The package (bundle) should be wellthemed
to appeal to customers’ needs
and be easy to find and book.
For example, a B&B could collaborate
with a winery, café or restaurant and the
local golf club to create an ‘Indulgent
Golf Escape’.
Turn this bundle into a ‘money can’t buy’
experience by arranging to tee off with
a Golf Pro, meeting the local winemaker
for an exclusive tasting, and helping the
chef to pick the produce for dinner in the
kitchen garden.
Packages should be well coordinated,
offer distinctive customer benefits and a
profit for participating businesses. Plan
packages well in advance to ensure all
aspects from a marketing, operational and
legal perspective can be covered.
Be careful not to ‘over-package’ as
customers enjoy flexibility in their travel
choices. You can always aim to upsell or
cross-sell other products and services.
Do not fall into the trap of thinking
that your job is done once you have
designed the package, priced it, signed
an agreement, assigned resources and
marketed it. Unforeseen events, poor
staff performance, lack of attention to
detail, and a variety of other factors can
still destroy the fruits of your efforts. Why
not put monitoring, problem-solving and
quality management systems in place
and gather ongoing staff and customer
feedback for improvements.