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Sinclair and Ruiz is a consultancy that creates integrated local, national and international marketing strategies


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How important is it to develop strategic relationships and contacts inside target markets?

The importance of making strategic contacts is fundamental to success – particularly when expanding into new territory. Relationships facilitate market penetration, assist in identifying new audiences, and measuring product performance. Partnerships can be formal or informal and require different levels of commitment in order to keep the relationship beneficial.

strategic relationships

 

Rahul Samant CEO of Rehabtronics told us that… “it’s very critical to establish strong sales and distribution channels as well as relationships with key opinion leaders”. Cindy Collins founder of Mining Technology Partners noted relationships are …”  huge and the focus of [her] company. [They] put providers together with contacts in Mexico and help them with distribution or [creating a] sales network.  Not only this, but to find references and the who’s who of using your products… this industry [mining] is very dependent on the usual early adopters.  We are often asked for who is using our customers’ products, especially for the more innovative or game changing products” . Alejandro Godoy founder of  Seafood Business Solutions highlighted “…it is very important to develop relationships with key decision makers, specialty seafood buyers in new markets.” Carlos Escobosa Commercial and Administrative Director of  The Residences at Solaz observed that “contacts in target markets offer a direct line to what consumers in those markets want, and most importantly, how to reach them in a cost-efficient way”.

This article is part 2 of 3.
In case you missed Part 1: Top 4 Challenges to Business Development.

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Top 4 Challenges to Business Development.

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There will always be a variety of challenges to face in order to achieve successful business development. In pursuit of fresh perspectives, we interviewed business people from different industries including Fisheries, Med-Tech, Mining and Travel & Leisure.  In the first of a series of posts on the subject, we explore the answers to our initial question: What is the biggest challenge faced by your industry today?

The top 4 responses – in no particular order- were the following:

  •     Innovation
  •      Sustainability
  •      Regulatory Barriers
  •      Security/Image

What is interesting is that the challenges identified by each respondent are not mutually exclusive to the sectors. In fact, each of the industries represented faces more than one at any given time. Cindy Collins founder of Mining Technology Partners, identified innovation as the primary challenge to the mining industry. She noted that “…the need for innovation is great due to minerals being more difficult to find and financing being in other industries such as tech…  This is great for innovative providers of technology and services and the combination of the two”. Alejandro Godoy founder of Seafood Business Solutions, identified sustainability as “…the current low captures of wild seafood has increased all seafood prices… and aquaculture needs fish-meal to farm species. Seafood needs better sustainable standards to help future industry growth”. Rahul Samant, CEO of Rehabtronics said that “…in the medical device industry there are many challenges: Regulatory, Export barriers, R&D costs, health care procurement and adoption… Its very difficult to say one challenge that is the biggest, but if I had to I would say the pace of Health Care adoption which is slow in-part due to regulatory barriers”.  Carlos Escobosa Commercial and Administrative Director of The Residences at Solaz identified overall security and image issues that affect Mexico as a whole”.

The first step to overcoming such issues is identifying them. That also allows companies to seize on any areas of opportunity that present themselves by dealing with them in an effective way. Some barriers are more complex and systemic such as threats to environmental sustainability. Failing to address challenges early on risks creating unnecessary obstacles or complications in the future.

This article is part 1 of 3. Continue reading


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Case Study: Tennis Sponsorship Campaign

Tennis Sponsorship CampaignSinclair and Ruiz designed and implemented a sports marketing sponsorship campaign to reach a niche market for a resort client. The client’s infrastructure encompasses 4 hotels, a marina, golf and country club, and a gated residential community. The multi-dimensional campaign included advertising, PR and event participation, which secured leads as desired.

Following the initial campaign and implementation of the subsequent inbound marketing strategy, leads purchased all-inclusive packages at our client’s resort to participate in a 4-day tennis tournament.

The tournament was incorporated into the sports marketing campaign in order to generate an immediate return on investment. In addition to the tournament participants, those leads provided referrals to spouses and other family members who also traveled to the resort on dates within the 4 months following the conclusion of the campaign. Therefore the encouragement of referrals as part of the campaign increased the client’s short-term return on investment.  Within the first 4 months following the conclusion of the campaign, our client registered a lead conversion rate of 11%, concluding the 12 month cycle with a conversion rate of 33%.

Contact info@sinclairandruiz.com to discuss how sponsorship campaigns and sports marketing can increase your organization’s brand awareness and sales. You may also visit www.sinclairandruiz.com.

 

 


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Mexico Engages International Stakeholders at Tourism Convention

Mexican President Felipe Calderon Declares 2011 the year of Mexican tourism; while Mexico’s Tourism Secretary praised national and international stakeholders at National Tourism Convention.

 Vancouver, B.C. – January 25th, 2011- Mexico’s third annual National Tourism Convention kicked-off yesterday in Mexico City. The convention is organized by the Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores. This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete.  Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle.

President Calderon declared 2011 the year of Tourism at the convention’s inauguration. The President also announced he would sign a National Tourism Accord in February. These are among several actions that will promote international tourism and investment. The Tourism Secretary noted that Mexico has remained one of the top ten tourist destinations in the world for several years, thanks to all national and international stakeholders. “But we have the potential for further growth…and we recognize it is essential that government, legislators, private sector and academia align efforts towards common actions,” She said.  

 The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of CONCANACO SERVYTUR has encouraged positive engagement of tourism-related issues. Mr. Davila Flores promotes the “Let’s speak and act positively for Mexico” slogan. The phrase aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. “We recognize the need to show tourists we can provide safe and certain conditions when they travel to our country,” noted Mr. Davila Flores. Secretary Guevara acknowledged Mr. Davila Flores’ commitment to concrete actions.

The President noted that the Mexican tourism industry grew by 10% in 2010 and that 99.9% of tourists are not affected by violence, but assured the country is working to improve Mexico’s situation. Mr. Davila Flores noted that tourism directly generates 2.5 million Mexican jobs and 5 million indirectly. Canada and the United States represent the largest source of international tourists for Mexico.

 For further information, please contact:

Carolina Ibarra

carolina@sinclairandruiz.com

1-866-836-8797


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S&R to cover Mexico’s National Tourism Convention

The Convention is organized by the National Confederation of Mexican Chambers of Commerce and will take place on January 25th and 26th at the Hilton Hotel in Mexico City.  Featured guests and keynote speakers include, Mexican President Felipe Calderon and Mexico’s Secretary of Tourism Gloria Guevara.

 Vancouver, B.C. – January 24th, 2011-  Sinclair and Ruiz Consulting will provide international public relations services  for Mexico’s the third annual National Tourism Convention. The Confederation of Mexican Chambers of Commerce (CONCANACO SERVYTUR), presided by Jorge E. Dávila Flores,  will host the convention on January 25th and 26th, 2011 in Mexico City.

This year’s event is the first to bring together national and international stakeholders in Mexico’s tourism industry, as well as government representatives, and academia. Special guests include Mexican President Felipe Calderon, Mexico’s Secretary of Tourism Gloria Guevara Manzo and Joint Director for the Mexico Tourism Board Rodolfo Lopez Negrete Coppel.   Industry speakers include Royal Caribbean Cruises Vice President of Government Relations for Caribbean, Latin America and Asia Michael Ronan; and Softec Mexico’s Associate Director Gene Towle; among others.  The Tourism Industry has great expectations for President Calderon’s address  as well as the presentation by the Secretary of Tourism and  Mr. Davila Flores’ address on behalf of the private sector.

The magnitude of the 2011 convention is the brainchild of Mr. Davila Flores, who as president of the National Confederation of Chambers of commerce, has encouraged positive engagement of all tourism-related issues. Among other initiatives, Mr. Davila Flores promotes the “Let’s speak positively about Mexico, because we are all Mexico” slogan among the organization’s members. The slogan aims to motivate the nation’s private sector to focus and build on the country’s positive attributes. Through support for the National Tourism Convention the Confederation of Mexican Chambers shows its commitment to developing concrete actions to back-up the slogan.

S&R is thrilled to collaborate with the Confederation of Mexican Chambers on this high profile event that will influence the international tourism industry.


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Selling a Destination in Less Than Ideal Conditions

Many travel and tourism destinations face challenges because of  the ongoing economic downturn. Others additionally face negative press regarding environmental issues, violence, and civil unrest; as well as misinformation.  Therefore destinations must  constantly evaluate their situations and take the necessary measures required to survive and thrive at any given time. The following are a few points that should be considered:

 New Markets – When a traditional market does not respond, destinations must adapt and reach-out to new markets. While traditional markets should not be ignored or forgotten, destinations need to expand their reach.

 Focus Budgets– It is important to target limited funds on very specific areas. Destinations and private organizations must resist diluting their investments by trying to cover as much market as possible. It is amazing what can be achieved with limited budgets if they are applied effectively and consistently.

 A Balanced Approach – Marketing efforts should be directed to the consumer. Tourism and recreational real estate marketing strategies often rely heavily on third parties such as tour operators, travel agents, and brokers to connect with consumers. Though third parties continue to be essential players, consumers increasingly make purchasing decisions based on their own research and peer reviews. Therefore communicating directly with existing and potential clients is a key element in any successful campaign, as are great customer service and ongoing client care.

Education – Destinations should reach out to consumers and educate them about the competitive advantages of their brand. Inform consumers what the destination offers and clarify misinformation.  In addition, communicate what the destination is doing to correct issues that displease consumers.

Speak the Consumers’ Language – Take into account language and cultural nuances to make sure the message being heard by the market is the one you are trying to transmit.


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Your Mazatlan Brings Events to Regina, Saskatoon and Edmonton

El Cid Real Estate and Walfre Real Estate will bring a taste of Mazatlan to Regina, Saskatoon and Edmonton on October 14, 15 and 16, respectively.

El Cid Real Estate and Walfre Real Estate will kick-off the  “YourMazatlan” campaign in Saskatchewan and Alberta this October. The campaign – which is also sponsored by the Mexico Tourism Board and the State Tourism Board – will provide a platform for Americans and Canadians who travel to Mazatlan to share their experiences. Thus, travelers who are new to the resort can learn about it through their peers; and Snow Birds will have the opportunity to share their thoughts.

The cocktail receptions, organized by Sinclair and Ruiz, will be a social medium for guests to meet new people and learn about wintering in Mazatlan. A brief presentation will discuss cost of living, healthcare and investment in the city. Several prizes will be raffled  – including accommodation at El Cid Resorts. For further information and to register for the events, please visit www.yourmazatlan.com.

If you don’t live in one of the city’s where the cocktail receptions are taking place, check the website after October 18th for promotions open to residents across North America and your opportunity to share your experiences.

About the Hosts:

El Cid was one of the first master- planned resorts in Mexico and now boasts 4 hotels, a gated community, 27-hole golf course, Marina and Country Club in Mazatlan; and hotel resorts in Cancun and Cozumel. El Cid is home to the largest community of Americans and Canadians in Mazatlan and continues to be the most exclusive area in Mazatlan.

Walfre Real Estate is the most respected real estate service in Mazatlan with over 30 years of experience serving Americans and Canadians.  Professional services include: sales and leasing, legal and fiscal consulting, property management and rental referrals, translations and interpreter assistance.

El Cid and Walfre, the two most recognized names for Mazatlan’s luxury real estate, have come together to share Mazatlan with North America. There is no better time to experience Mazatlan.