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Video tags
Subtitles
Russian
00:00:11
[music]00:00:23
[applause]00:00:27
Hello friends, forum participants Made in00:00:29
Udmurtia My name is Oleg Akhmetov Clearly the00:00:32
founder of the travel club00:00:33
Red Caps Cousteau and I have the00:00:35
best job in the world I organize00:00:37
trips and show people how00:00:40
beautiful and interesting our country is at the00:00:43
beginning of the journey we organized a business from00:00:45
scratch with my partner and of course00:00:47
made a lot of mistakes Here is the hit parade of00:00:50
our dads so far I will present to you00:00:52
today But the most important thing I will tell you how00:00:55
we learned from our mistakes And you can00:00:57
project this onto your business if of00:01:00
course you watch this video to the end00:01:02
first about what an author's00:01:04
trip is, it is developed by an experienced00:01:07
traveler without the participation of a large00:01:09
tour operator, he wants to show the region00:01:11
as he himself sees it, he comes up with the00:01:14
content of the travel itinerary, there are no00:01:16
different extreme tours, hiking00:01:19
with tents and backpacks, or for example, a00:01:21
bachelorette party in the most beautiful places in00:01:23
Russia or maybe in peace we are wearing red00:01:26
hats business 3 seven-day00:01:28
road trip to the most interesting and00:01:30
beautiful places in the regions meeting00:01:33
amazing people organizing00:01:35
master classes and doing all this in red00:01:37
hats our main audience is00:01:39
office workers heads of departments and00:01:42
companies businessmen in Moscow and large00:01:45
cities of Russia, our main goal is to00:01:47
reboot and inspire, show the00:01:50
real life history of the region,00:01:52
introduce people to00:01:54
travelers like themselves and of course00:01:56
teach them how to travel, but now the most00:01:58
important thing is to move on to the hit parade of our00:02:00
mistakes. Error number seven, a complex,00:02:02
incomprehensible, expensive product, was the first to00:02:05
start selling travel. at the places of00:02:07
battles during the Great Fatherland War, the battles00:02:10
for Moscow, it was called the girlfriends of the00:02:12
Defenders of Moscow, and also a trip to a00:02:14
beautiful city on the banks of the Volga, the city of00:02:17
Plyos, they took our friends there and,00:02:20
inspired and inspired, they raised prices00:02:24
after that and more and more these00:02:28
trips were not sold for that they00:02:30
were popular direction00:02:32
Northern trip to the Kola00:02:33
Peninsula Hunting for the northern lights in00:02:36
Murmansk and Teriberka why this00:02:39
happened The fact is that the military topic00:02:41
is a narrow and not popular topic for00:02:44
travel and the girls who are00:02:46
by the way our target audience00:02:47
generally don’t like to be upset00:02:50
about the wheel, probably there you can00:02:53
go cheaper on your own or as00:02:55
part of a bus excursion tour and00:02:58
these destinations are much less00:03:00
popular popular than Baikal Altai00:03:03
Caucasus in the end, what are the conclusions We00:03:05
drew from this first if you have little00:03:08
money for promotion, first make a00:03:09
simple but popular product, add your00:03:12
own twist to it and Tell00:03:15
further about the value to your customers the second00:03:18
conclusion is that a complex product needs to be trained00:03:21
to talk about it. For this you need00:03:23
opinion leaders or bloggers and all this00:03:25
costs money conclusion00:03:27
after they start listening00:03:29
and trusting you, you can complicate your product,00:03:32
but for example, we did a trip along the roads of the00:03:35
defenders of Moscow only00:03:36
this year and sold it to our Regular00:03:39
customers00:03:40
conclusion number four make a very00:03:44
cheap tripwire product for it you00:03:46
can gather an audience and00:03:48
subsequently convey values00:03:50
sixth place in our hit parade00:03:53
count only on cold clients00:03:55
we didn’t know much about advertising, promotion00:03:57
and sales Therefore We decided to00:04:00
take the simple route of advertising on00:04:03
Instagram to cold clients, in00:04:04
which00:04:07
the topic of travel was simply interesting, that is, they began to drive00:04:10
cold Leads. And it didn’t work. The most00:04:13
popular objection was Expensive; we only00:04:15
later found out that it’s expensive. For the client, it00:04:17
means insufficient value from our00:04:20
travels. But Many of them00:04:22
subscribed to us on Instagram and after00:04:24
six months or a year they still bought our00:04:26
trip. Conclusions: it’s hard for a client00:04:30
to pay 50,000 rubles at once to people00:04:32
they don’t know because they must be00:04:34
sure of safety on the trip and00:04:37
for this they need to trust the organizers00:04:38
in order increase Confidence00:04:40
it is necessary to create a00:04:42
warm-up content plan on social networks in which,00:04:45
along with travel announcements, there will be,00:04:47
for example, stories of participants in these00:04:49
trips or expert posts from the00:04:51
organizers, so the purchase decision00:04:53
will be made much faster Error00:04:56
number 5, an auto sales funnel is a chat bot00:04:59
that automatically sends00:05:00
messages to the client in chats, instant messengers,00:05:03
social networks, our chat bot sent the00:05:06
program for each day of the trip,00:05:09
so we thought that it would get involved,00:05:12
plunge into the trip, warm up00:05:14
in this way, and make a purchase, but00:05:17
we in the chat bot did not increase trust in the00:05:19
organizers; we did not talk about00:05:21
ourselves and the main mistake we we made one00:05:25
chatbot for different people, we already00:05:28
understood that we are working with different00:05:29
segments of the audience, businessmen,00:05:31
housewives, me, officials, and so on,00:05:34
what conclusions did you draw from this? You need to00:05:37
study your audience, segment it,00:05:40
and with each segment speak its00:05:42
own language when introducing new00:05:45
tools, check And if the case is from00:05:47
our field, it’s not a fact that an auto funnel00:05:49
in author’s travels will work00:05:51
as well as it does, for00:05:53
example, in the information business.00:05:55
We continue our hit parade. Mistake number00:05:57
four: the site is difficult to manage at the00:06:01
beginning of the journey; of course, we had to00:06:02
do everything cheaply, so I turned to00:06:04
my friend to create this site. In00:06:06
addition, we wanted a designer site and00:06:09
not template ones, for example on Tilda, this all00:06:14
led us to the fact that we created a site00:06:16
focusing on code. What does this mean that it00:06:20
could be changed00:06:22
only through program code first?00:06:24
while my friend was doing this, everything was00:06:26
fine, I00:06:27
finished it, I had to do it, but00:06:31
when the travel got bigger, I realized00:06:33
that we I personally don’t conclude, in the end we00:06:36
started making Travel programs in00:06:39
Google presentations and opened these00:06:40
presentations to our clients, and subsequently,00:06:43
in the end, we made a website on Tilde, now00:06:47
every travel author00:06:49
can easily create a landing page for a trip or00:06:51
make changes, it’s very simple, these are the00:06:55
conclusions we drew from this, of course, we had to00:06:57
try to look further and00:07:00
understand what the site finds, it will be00:07:02
very difficult to administer, you don’t need to00:07:05
bring everything to the ideal right away, try00:07:07
to make a beautiful, ideal site Tilda is00:07:11
quite enough for this. Moreover,00:07:12
any employee can create a website on Tilda.00:07:15
Incorrect management of the CRM00:07:18
system. We did not understand that the gray system00:07:21
is not just a tool for working with00:07:23
clients; it is also a place for collecting information00:07:25
that will be useful in the future for00:07:27
analysts; therefore, we did not pay due00:07:29
attention to filling it out Recently, to00:07:32
conduct a study, specialists00:07:33
asked me for information from the CRM00:07:35
system. I was horrified to discover that there was00:07:38
not enough data on clients, so my managers and I spent00:07:40
3 weeks00:07:42
restoring data for each00:07:44
client. Conclusions Contact specialists00:07:47
for setting up a CRM system. There are many00:07:49
tools that will help you. in00:07:51
the work of the sales department,00:07:53
consult with marketing specialists, ask00:07:55
them What other data about the client needs to be00:07:57
collected To use this in the future00:07:59
for analytics, control it yourself00:08:02
through the head of the sales department or00:08:03
through functions in the CRM system00:08:05
correct filling required00:08:08
filling out the fields Error number 2 poor00:08:10
work with Community We do not we immediately began to00:08:13
pay due attention to the members of00:08:15
our travel club, those who00:08:17
followed us at least once, for a long time00:08:19
we could not figure out which social network00:08:20
to unite them for communication, but in the00:08:22
end we settled on a chat on Telegram00:08:25
this year we took 5000:08:27
clients of them on a trip only 46 went00:08:31
two or more times, that’s 18%, not that much,00:08:34
you’ll agree, but two weeks ago we00:08:37
sold 2 trips to Kamchatka00:08:39
worth 150,000 rubles just among00:08:42
these 46 people Imagine if the00:08:45
percentage was higher conclusions work with00:08:48
the community immediately collect them all in00:08:50
one communicate locally, ask questions,00:08:53
find out what you liked and what you didn’t,00:08:55
work on returning the client and00:08:57
stimulating repeat purchases and00:09:00
finally the first place in our hit parade of00:09:02
mistakes, criticize yourself a lot. You need to00:09:05
praise yourself more often, guys, realize that it’s00:09:07
impossible to know everything; mistakes need to be00:09:10
developed; of course, go00:09:12
study business, then plan everything and00:09:15
launch it would reduce your risks and00:09:18
financial losses. But then we would, for00:09:19
example, analyze the market in advance,00:09:21
understand that we are working in a competitive environment,00:09:24
imagine how many difficulties we would00:09:27
find and most likely00:09:30
would be afraid to organize anything, especially in in the00:09:32
conditions of a pandemic, my main conclusion is not a00:09:35
perfectionist, leave, don’t come up with the00:09:37
perfect company product or service in your head,00:09:39
take the first step and make mistakes,00:09:42
the sooner you take it, the faster00:09:44
you will find the right solution Thank00:09:47
you for your attention, develop yourself00:09:54
[music]00:10:01
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