Apart from the tourism products, the new marketing system intends to leverage the open innovation contributors’ talent in creating attractive designs for merchandise products such as t-shirts, caps, umbrellas, bags, school material, and other souvenirs or gadgets. There is a vast potential of revenue streams so long as the brand becomes popular and the marketing team manages to develop a portfolio of quality products with attractive designs.

Moreover, merchandise products such as t-shirts play a role as little advertising platforms, which in turn have the power of starting conversations on the destination and its experiences, thus working as conversation originator, and conversations lead to storytelling.

For such a product line, there should be at least a Product Manager in charge of managing the product line, searching for new designs and new product concepts to be developed with the help of the open innovation system and its contributors. This contribution process could also function as a contest, where there is free participation but also a set of winners according to followers’ votes. Such votes work as a market survey on which designs are more likely to be sold, and therefore guarantee a certain success in the launch of the branded products featuring the winning designs.

As in all contests, the winning designers should be rewarded both with a prize in accordance with their preferences and with some kind of social recognition. Ultimately, some of these designs may end up becoming like destination icons, for the contribution in the contests should be specially advertised not only throughout the community of usual contributors, but also targeting professional contributors such as graphic designers.

Do you think of key strategy tips to develop the merchandise product line?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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