Tag: destination marketing

Marketing 3.0Tourism marketing

Why is a Bland Place Brand the Fast Path to a Non-Brand? – PART ONE

This article is written by Bill Baker, Chief Strategist at Total Destination Marketing, author, speaker, and blogger at “Small City Branding around the world”

One of the great challenges for many places when it comes to place branding is to not become absolutely boring and bland in an effort to please disparate voices within the community. It’s so easy (and quicker) to just settle on the warm and fuzzy, right?

The task is even harder when the community opts to define the brand themselves without outside help. Problems start to arise when no-one is pushing to move beyond the generic, threshold qualities that every ambitious city must have to play the place marketing game. Too many choose to stop when they reach a concept that pleases a block of stakeholders. Sometimes it’s as trite as the old standby, “a great place to live, work and play” or a variation on that theme.

Too frequently these cities and regions end up with a logo and tagline based on qualities that are irrelevant to external customers or can be easily exceeded by other places. Trying to define a brand that everyone in the community is going to like is a sure-fire path to revealing a bland brand. These brands attract no attention, don’t resonate with markets and are a poor imitation of thousands of other meaningless places.

All successful place brands have an imaginative edge or tension that resonates with target audiences, but may sometimes not be liked by some locals. The important issue to examine is the nature and substance of their dislike. To be different and stand apart in ways that are meaningful can be a challenge for some community leaders. The critical point that they must keep in mind is that the brand is being orchestrated for external audiences to meet specific and sometimes economic objectives.

A strong, sustainable place brand demands leaders who exert strong leadership don’t simply pander to local interests. They must be truly customer-focused and help locals understand the brand and its benefits to them. Diluting the brand in an effort to please vocal locals at the expense of target customers is the best path to a spectacularly bland brand.

Article reposted with permission from http://citybranding.typepad.com/city-branding/page/2/

Marketing 3.0Tourism marketingTourism trends

Using Pinterest for Destination Marketing

If you’re in the tourism industry and you’re already on Pinterest – nice work! If you’re not, now is a great time to start. You’ve heard the cliché, “Pictures don’t do it justice,” and that could not be more true than with travel.

Which catches your attention?

“A glass bottom boat with a thatched roof

anchored in crystal-clear, calm, blue water.”

The image, of course! Words can be very descriptive – great content is key in successful online marketing, after all – but images are more descriptive, leaving an imprint on minds and covering every language on the planet. Graphics rapidly fill the human mind – cognitively and emotionally, according to Mike Parkinson at Billion Dollar Graphics. Humans are very visual creatures – telling stories ages ago by painting images on rocks. We still use images today to tell our travel stories.

Pictures are much easier to process and much more compelling. Images are a great way to quickly and effectively express an experience, fact, or description. Not to mention that people are more likely to remember what they see. Even more importantly, images are an important part of the travel buying cycle. This graphic from Google is one of our favorites:

pinterest

Travel starts with dreaming, and a lot of times, dreaming starts with images. A photo of a picturesque beach, delicious local cuisine, or a breathtaking landscape have all launched travel experiences. And images are just as important in the sharing phase. After a traveler has returned from a trip, the sharing of their photos helps inspire others and launches them into the dreaming phase of the cycle.

How can a tourism business effectively use images for destination marketing? How can your business or destination engage travelers in the dreaming and sharing phases of travel? One great answer is by using Pinterest. This social media platform is incredibly useful to the tourism industry because it encourages the dreaming and sharing phases of travel through images and storytelling. In fact, Pinterest counts about 1.5 million destination pins every day, and now there are more than 750 million destination pins on Pinterest!

For tourism destinations, Pinterest can be a centralized photo space to show off destination highlights and discoveries. It is like a very large, continuous, and easily-updated scrapbook. For travelers, Pinterest provides a place to gather and organize destination images that represent ideas for future travel, thus, providing destination marketers a look into potential customers ‘usually secret’ travel bucket-list. Tourism destinations can use Pinterest to influence travelers to add their destination to travel dream-lists. When a tourism business analyzes their followers they can interact with potential customers at the top of the travel planning funnel and work to move them down the booking phase using tourism destination inbound marketing techniques. Interacting with potential travelers can influence their emotions about your destination, and everyone knows how emotions influence decisions!

An even more valuable and very recent addition to Pinterest is the use of Place Pins. Pinterest created ‘place pins’ to combine a picturesque travel magazine look to a useful online map. These ‘place pins’ can even include information such as addresses and phone numbers, making it easy for inspired travelers to seek out their bucket-list travel locations. For tourism destinations, this means that your Pinterest boards take on a whole new meaning. These Place Pins provide a visual plan for visiting your destination, and move your inspired travelers one-step closer to actually planning a visit!

All tourism destinations want to tell their stories and ‘pinning’ images on Pinterest is the best and easiest way to tell these stories in the most basic language known to humankind – pictures! Facebook and Twitter, alone, can not do this for your destination. If you aren’t on Pinterest or need help utilizing it more effectively, here are some great ways to get started. By taking just a few minutes each day to follow these steps, you can start growing your Pinterest audience immediately.

Pin new content. Content can come from a variety of sources – blogs, photos, webinars, slides, eBooks, or website screenshots. Make sure the pin description uses your SEO keywords and that the pin links back to the appropriate page on your main website to encourage increased website traffic. Pick images that will capture visitors and descriptions that tell a unique story about your business or destination. Try not to pin more than five images within five minutes – think quality over quantity!

Monitor your news feed. Start by following relevant pinners. Some great places to start searching would be a local tourism board, other area tourism businesses, local travel enthusiasts, or industry leaders. Once followed, their pins will show up in your news feed. Re-pin anything useful to your relevant boards.

Engage with other pinners. Search out and comment on pins posted by pinners (relevant to your destination and product) who are not yet following your boards. Reply and/or thank pinners who comment on your pins and boards.

Follow your followers. Discover your new followers and start following them. Aim to follow 5 new Pinners each week. Getting to know your followers is an important part of the process, and can help you refine your strategy for reaching your target audience.

Search for your SEO keywords. By searching for your keywords in Pinterest, you can find new pinners to follow or new material to repin. It’s also a great way to keep a pulse on what’s currently inspiring people about your destination or business.

Promote your Pinterest page. Encourage people to start engaging with you on Pinterest by promoting your page on your other social media channels like Facebook and Twitter.

Place your pins. Pinterest is starting to recognize that their brand is very popular among travelers. Just this week, they introduced Place Pins to help travelers more easily “turn their travel inspiration into reality.” By adding your pins on the map, you’ll help future and current travelers connect with the treasures in your destination.

This blog post is from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Marketing 3.0storytellingTourism marketing

Is Transmedia Storytelling the New Marketing?

I think it’s safe to say that marketing has changed. Gone are the days of telling your message. It’s all about engagement now. It’s about digital presence. It’s about storytelling. And how you tell that story may make or break your business. But the old way of storytelling may not cut it.

How (and why) is Marketing Changing?

The first thing to understand about marketing today is that it’s all about shared experience. Consumer behavior is radically changing with respect to content consumption. No longer are people consuming most of their content on the TV, a newspaper, or even their computer. Rather, they are using a combination of channels:

rethinkeverything

(image courtesy of Google’s study “Multi-Channel Delivery”)

The need for a consistent experience seems like a no-brainer. If users are interacting with your content/brand/product/message/etc. on one channel and get a different experience on another channel, there’s a chance they will get confused. And a confused customer is one who goes to a competitor. So your approach to delivering that message can’t be “spray and pray.” It has to be targeted and focused, specific to the channel on which it’s being consumed. But that’s only part of the fundamental change to marketing. The other part is how users can engage with the content. Through social media, website comments, live chats, and other methods, users can have a conversation with you around the content. It’s no longer about broadcasting your message. It’s no longer about telling your story and hoping people get it. To sum up these changes:

  1. How: adoption and usage of multiple/simultaneous devices by users has prompted the need for a consistent experience. Marketers must now deliver their message and information across these device families.
  2. Why: digital technologies like web, social media, text messaging, etc. have enabled bi-directional conversation. As more and more users adopt these technologies into their lives, they expect the same thing of companies. No interaction? No customer.

Quick Note: Consistent does not Equal the Same

Developing and delivering a consistent content experience doesn’t mean you publish the same content to each channel. In fact, it might be exactly the opposite. Consistency relates to the messaging, the branding, the positioning, the information, etc. The delivery needs to be unique and specific to the intended device. Here is a great quote from Forrester that epitomizes the need for “differentiated consistency:”

Unified experiences don’t have to be uniform. Customers need experiences that are right-sized for the touchpoint and their context. Instead of focusing on rote uniformity, firms should strive to deliver the necessary parts of an overall experience that uses design patterns, right-sized content and functionality, and appropriate expressions of brand for the user’s context. (Forrester. The Unified Customer Experience Imperative.)

What does that mean in the practical sense? Instead of cramming your desktop website into a mobile phone screen, you might create a specific mobile website with content (and navigation) that is most appealing to the mobile user. Or, it may be a mobile application.

Why is this important? Because it changes the way that marketers tell stories in this new world of multi-device digital engagement.

The Marketer as Storyteller

The idea of the marketer “telling the company story” is not new. In fact, one could argue that it’s Marketing-101. But in the traditional marketing world, that story was unchanging. It was about the company and the brand and, maybe, about how the product was better than the competition. And that story was historically published across all channels in the same manner: on the corporate website, at the bottom of press releases, in the “about” section of a Facebook page. Text stayed the same. Images carried over. And although that is a consistent experience (which is good) it doesn’t follow Forrester’s logic about the need to customize the delivery to the device (which is bad). In order for the story to have the maximum amount of impact, which is what marketers want, the story must appeal to the consumer at the point of consumption (i.e., taking advantage of the specific device through which the consumer is engaging with the story). Marketing stories, then, must break from the traditional model of storytelling in order to take advantage of digital behaviors. I think that might be Transmedia Storytelling.

What is Transmedia Storytelling?

As defined in the Wikipedia article of the same name, Transmedia storytelling…is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies…From a production standpoint, it involves creating content that engages an audience using various techniques to permeate their daily lives. In order to achieve this engagement, a transmedia production will develop stories across multiple forms of media in order to deliver unique pieces of content in each channel.

There are three key elements here that make Transmedia Storytelling very applicable to the changing landscape of digital marketing of deliver consistent content across multiple devices with opportunities for engagement:

  1. “Story experience” across multiple platforms
  2. “Engages with an audience”
  3. “Deliver unique pieces of content in each channel”

These three points map directly to what I have described previously:

  • User is employing multiple devices, sometimes simultaneously (#1)
  • Digital technologies have created bi-directional interaction (#2)
  • Users need a consistent experience across channels (#1)
  • The consistent experience across devices should be tailed to the device (#3)

So what does a Transmedia Story look like from a marketing perspective? Let’s take a hypothetical example: a new shoe. First, the story that the marketer is going to tell is around the product, not around the company. Digital marketing enables us to tell (and change) new stories quickly. The first part of the story is about someone using the shoe. Imagine a vertically-flowing microsite focusing on a “day-in-the-life-of” (DILO) the shoe (check out  http://pestproject.orkin.com as an example of what an engaging, vertically-flowing microsite might look like, just the shoe instead of bugs). This is published to the web but with a responsive design for delivery to tablets and smartphones. The second part of the story are the sounds of the shoe running through mud, dirt, concrete, water, etc. These are delivered as sound bites that are linked to QR codes found on print images of the shoe. The third part is an interactive application for mobile phones that enables people to build and customize their own shoe, drawing in some of the same content from the microsite. The fourth part is a video featuring the shoe worn in different conditions by a bunch of different people. It’s published on YouTube and is shot like a documentary. The final part is a print campaign that includes the smell of the new shoe with different elements that can be captured from a camera phone and lead to different parts of the microsite story.

In this example, each part of the story has its own narrative. But together, they link to create a consistent, multi-sensory story on all aspects of the shoe that crosses channels with a elements designed to engage on multiple fronts and specific to devices. And there are ways to extend that Transmedia story about the shoe to user-generated content. For example, maybe there is technology in the shoe that links it to the phone (or an app on the phone) so that a person’s use of the shoe can influence the story of the shoe as a whole (with data).

What’s the Business Impact?

I think the jury is out on that right now. Although there are behavioral trends to show that Transmedia Storytelling might be the best framework for the future of digital marketing, it’s difficult to asses how it impacts ZMOT or other KPIs. But regardless of business impact, using transmedia narrative techniques will probably lead to more viral activity around the story as well as opportunities to engage with customers and prospects. The down side is they probably take longer to coordinate.

The use of Transmedia Storytelling was probably never intended for marketing. It was meant as a framework for telling narrative stories (i.e., fiction and non-fiction) across devices in a digital age. But as marketers continue to adopt the role of “storyteller” in a world where users are engaging with their content across multiple devices, it seems that a framework like Transmedia Storytelling might be the best solution to organizing that content into a cohesive story that appeals to this new generation of consumers.

This blog post is from  www.rethinkeverythingblog.com/2017/08/31/is-transmedia-storytelling-the-new-digital-marketing/

Marketing 3.0Tourism marketing

Why Isn’t Anyone Supporting our City Brand?

This article is written by Bill Baker, Chief Strategist at Total Destination Marketing, author, speaker, and blogger at “Small City Branding around the world”

In recent months I fielded calls from two frustrated CEO’s of DMOs, one in Australia and one in the USA with the same question, “why isn’t anyone supporting our new brand?” Both had launched their brands about 3 years ago and were finding that their DMO was the only organization making reference to the brand. Adding to their frustration was that local partners were continuing to dilute their city’s brand message by not focusing on what they considered to be their brand strengths.

It seems that both brands were originally created by agencies that only engaged a small number of stakeholders in the process. Additionally, the DMOs received nothing more than a logo, tagline and guidelines for correctly using the logo and visual identity. Of course these are important parts of the toolkit, but it takes much more than that.

Both locations are now refreshing the brands by developing more robust brand management tools and stakeholder engagement which include:

  • Product development and experience delivery sessions to gain their support of partners in bringing the brand to life;
  • Partner guidelines for creatively and correctly communicating and using the brand;
  • Brand education coaching for staff, partners and marketing vendors;
  • Outreach programs to engage, inform and energize partners to use the brand;
  • A comprehensive brand manual to aid current and future staff and partners.

The two DMOs I spoke to could have avoided their brand acceptance problems if their original processes had considered the need to generate stakeholder buy-in and support from the very start of the project. At the heart of the problem was the need to have been more alert to avoiding the narrow confines of considering their brand to being simply a logo and tagline. The reality is that successful place brands demand a highly consultative process and ultimately a comprehensive toolkit and outreach that will enable brand managers to rally the support of partners, stimulate the design of brand experiences and foster synergy from across the community.

Article reposted with permission from http://citybranding.typepad.com/city-branding/page/2/

Business trendsIntelligenceMarketing 3.0StrategyTourism marketing

Key Takeaways from #SoMeT13US, the Social Media Tourism Symposium

When I moved to Huntsville, Alabama, as a surly teenager in the mid-90s, I never thought I’d be returning 17 years later to attend a professional conference on social media and tourism. Mainly because there was no such thing as social media then and I was largely consumed by door slamming, journal writing, and comic books. And, to be honest, I thought Huntsville was a drag.

Things have changed. Huntsville’s CVB proved that Rocket City USA has legitimate tourism cred and serious social media chops.

The Social Media Tourism Symposium, referred to as #SoMeT in both Twitter and spoken parlance (soh-mee-tee), is an annual conference hosted by Think! Social Media that brings together the best and brightest tourism marketers. Each year, the conference’s location is crowd sourced online. The perspective attendees vote in a bracket-style competition for which destination is best suited to host the pack of social media nerds and tourism geeks. Huntsville triumphed over much larger and more convention-y places like Indianapolis, Cleveland, and St. Pete’s.

Huntsville’s process to win #SoMeT13US became a case study used throughout #SoMeT13US to highlight new trends at the intersection of social media and tourism. It was really inspiring. Here are a couple themes that emerged from #SoMeT13US and Huntsville’s selection as host that were especially relevant.

1. The DMO is dead. All hail the DMO.

Destination marketing alone is not enough. Comprehensive destination management is what’s needed. Hey this sounds familiar! (I’m looking at you DMAI).

As Fred Ranger of Tourisme Montreal put it, “destination marketing has been about brand expression. Destination management is focused on the brand experience.” The visitor’s online experience during their dreaming and planning phase is just as important as their offline experience when they arrive – and the DMO/CVB has a critical role to play. In Huntsville’s quest to land #SoMeT13US they blasted their social networks with calls-to-action. But it was their offline work that pushed them over the finish line: they deployed street teams to educate and engage locals and visitors and posted signs in highly-trafficked areas. The campaign might have been born on Facebook and Twitter, but it lived and thrived with real-life people-to-people contact. This took work and planning and investment and it wasn’t easy, but it was successful.

2. Less Volume, Better Engagement

We’ve come to a beautiful time as social media marketers where we can focus on quality not quantity.

I presented a case study of our work in Namibia where we realized very quickly that our destination was highly specialized and creating a huge online community was not in the cards. And that was okay. Because, the people that are attracted to Namibia are the super-enthusiastic people that are social media dreams. The online community growth has started to slow, but the level of engagement continues to get deeper and deeper. We’re able to get to know our community and give them the kind of content that they’re looking for – the kind of content they want to own and share with their networks. We also know that these folks are the ones who return time and time again to Namibia and try to get their friends to come along. We can use our social platforms to communicate directly to the dune hikers, the rhino lovers, the extreme photographers. We’re not trying to create campaigns for Johnny McCarnivalCruise or Sarah O’AllInclusive. We want to speak directly to Namibia’s biggest fans and give them every possible reason to book a trip.

Mack Collier thinks you should probably be more like Taylor Swift. Or Johnny Cash. Or Lady Gaga. Basically, any kind of “rock star” – because they understand the importance of developing real connection with their fans. Incentives for the “superfans” doubles down on engagement and creates newsworthy opportunities to re-connect with casual participants.

Fred Ranger also spoke about how typical ROI should be replaced with RQE – return on the quality of engagement. Reporting on the number of Facebook fans, Twitter followers, are good… but are you actually creating brand interest and  attracting visitors to your destination? Measuring this is easier said then done, but it’s getting better. And if social media wants to start justifying the same kind of cash that traditional tourism marketing is pulling – then we need to think about conversions.

3. If Content is King, then… this Metaphor is Hard. Be Smart with Your Content.

So, how dow we create conversions? My delicate vocabulary sensibilities were assaulted when Tom Martin threw “propinquity” at me all willy-nilly. If you consult your SAT vocabulary flash cards, you’ll be reminded that propinquity means proximity and similarity. As tourism marketers, we can get lost in inspiration. The idea is that your main content piece – be it a video or blog post – should be complimented with actionable, related content. Someone is really digging a post on your new bike trails? Give them a call-to-action to book a bike tour.

This idea isn’t new: think the popup boxes on YouTube or Amazon’s “You Might Also Like” feature. This inbound marketing strategy is an important component of successful tourism websites and new flexible website designs means there’s no excuse to turn your destination site into an opportunity for sales.

Inbound marketing is content driven. Many of us create content calendars that include hundreds of individual posts – all with an active shelf life of a couple of days. We come up with ideas and then distribute them. Tom waves his finger at us. Tsk Tsk.  “Every content piece should be re-purposed at least three times.” Invert your content creation strategy: think first about all the places the content live (affinity blogs, media placements, newsletters) and then build your content from the ground up. Once the main piece has been create, disassemble and distribute.

4. This isn’t Easy.

Peppered throughout the successes, were plenty of stories of failures. Sometimes ideas that are hammered out in a conference room, that seem perfectly logical, fall flat. Social media is people driven and people – jeez – they can be fickle. Platforms can change on a dime (I’m looking at you Foursquare badges), what you ask your community to do can be two clicks too onerous, and sometimes – something more shiny pops up somewhere else. Playing it safe doesn’t work – it’s important to take risks and try something new.

As two novice spacemen from MMGY remind us, “Proceed and Be Bold.”

Check this video in Youtube    https://youtu.be/K9ZPHrnoBXc

Article reposted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing

Marketing 3.0Tourism marketing

When is the Right Time to Rebrand a City?

This article is written by Bill Baker, Chief Strategist at Total Destination Marketing, author, speaker, and blogger at “Small City Branding around the world”

Some time ago I received a phone call from the convention & visitors bureau of a city we worked for about ten years ago. The Executive Director called to ask about the appropriate time to consider rebranding or repositioning his destination.

My first response was to clarify the difference between rebranding and repositioning. Rebranding involves a process where an outdated or irrelevant brand identity is modified and re-launched with a new focus. In the context of places the term “refresh” might be more appropriate. It’s sort of like a facelift and for consumer goods may include a name change, new logo and colors, new website, updated packaging, point of sale material, a new advertising campaign.

On the other hand, repositioning involves efforts to turn the page on issues that may be necessary to completely change people’s attitudes and perceptions toward the place. It could mean major changes to the features, benefits and experiences presented or targeting new audiences, or both. Repositioning comes with considerable risks.

I conveyed to my CVB collage that when it comes to rebranding his destination, the most common conditions that may necessitate the move may include:

  1. Customer behavior and needs have changed and the city’s products, communications, channels and relationships may need to be tweaked.
  2. Major changes with the city’s experience and product offerings may require a different communications focus.
  3. Perceptions of the city among target audiences may have declined to a point where it is necessary to present a more positive and realistic identity for the place.
  4. Adjusting communications to accommodate major changes within the city such as new infrastructure, high profile events or new experiences.
  5. Consideration as to whether new, formidable competitors have entered the market.
  6. The visual identity including the logo and designs are starting to look dated and could use a refresh or a complete redesign.

If there is a difference in the reality between how the city is projected and the actual experiences and reality of the place, then it’s time for rebranding, or maybe even repositioning.

The decision to initiate a rebranding program should not to be taken lightly as it will have wide implications within the DMO, with its partners and will certainly have an impact on customers. The good news is we will soon initiate a brand audit to assess the city’s current situation and then, as needed, we will assist the city with adjustments to re-align the brand.

Article reposted with permission from http://citybranding.typepad.com/city-branding/page/2/

Marketing 3.0storytellingStorytelling training & case studiesTourism marketing

Small Town Tourism and Transmedia Storytelling

Small towns around America have histories that offer a foundation for transmedia storytelling to bring in visitors and customers for local retailers. The Roswell Experience is a location-based story told across 32 locations in Roswell, New Mexico which uses a fictional alien, Vrillon, to introduce visitors to the area’s rich history.

The video and presentation below showcase the work of Airhart Media of Roswell, New Mexico and how Conducttr was used to support this new form of local, interactive storytelling. We finish the presentation with some advice for other small towns and transmedia storytellers thinking about creating location-based stories and games.

See the video about Roswell Transmedia Storytelling Experience

You may check also a presentation about the Roswell Case Study

This blogpost is from www.tstoryteller.com/small-town-tourism-and-transmedia-storytelling

Marketing 3.0StrategyStrategy planning & executionTourism marketing

Creating a Baseline to Measure Your New Marketing Results

Tourism marketing is an exciting activity. We also know that marketing can be a stressful activity, especially when asked to prove the worth of marketing activities or to justify the budget & spending by the CEO. More so, someone anonymous has famously said, “You cannot manage what you cannot measure”. So do not worry; we’ve got you covered.

In the simplest definition, marketing is concerned with conveying the value of a product or a service offered by a firm through a variety of activities to a potential customer. This in turn, generates a demand, ending in a sale for that product or service. In a nutshell, marketing triggers demand, and demand triggers sales. Marketing, just like other business activities should be planned, and a planning cycle usually follows these following four stages:

Esquema marketing

The first stage is concerned with the current situation, and the second stage is concerned with the desired positioning for the firm or its products. The strategy emerges out of the gap between the first two stages and informs a strategic direction. The third stage, “How do we get there?”, simplifies the strategy into attainable goals, and sets objectives and targets to measure marketing activities to reach the desired positioning. The fourth stage, “Are we getting there?”, measures the marketing activities in relation to the goals and analyzes if the planned activities are helping accomplish the strategic vision. This analysis helps create the new “current situation”, and the planning cycle repeats itself.

It is crucial to continuously pursue marketing activities in this planning framework as it helps a firm to be innovative and remain competitive in the marketplace. The importance of planning for marketing is indisputable. However, it is equally crucial that the baseline created to measure your new marketing results is suitable for your firm or it’s offerings due to the uniqueness of each entity. The three steps to measuring your success are: a) Define success: KPIs, b) Track your performance, and c) Measure your performance against the KPIs. They are discussed more in detail below:

  1. Define success: the key performance indicators

Since the marketing strategy and activities will vary from business to business, it is essential for a business to define what “success” means to them in practical terms and how it will be measured. This means, that a firm should design key performance indicators and set relevant targets for each. A key performance indicator (KPI) evaluates success of a particular activity. Therefore, depending upon your Marketing initiatives, key performance indicators should be designed tailored to your needs.

To design a KPI, one should ask two questions: what is our strategic or operational objective by pursuing this activity, and how do we know that we are meeting that objective. For example: If the operational objective of a business is to reach 25-30 year old market for sales to a theatre dinner via Facebook ad, the KPIs will be “The number of 25-30 year old consumers reached via Facebook ad”, and “the number of tickets sold to consumers in the age category of 25-30”.

  1. Track your performance

Upon defining success, one should ensure that proper metrics are in place to track your performance overtime. Once again, the metrics will vary activity by activity, and they will need to be customized in accordance to your KPIs. For example, your sales system can generate a report on the 25-30 year old market to see how you performed and Facebook metrics can inform how vast your reach was. Another example is an excel spreadsheet to track your social media reach. See example below:

Quadre sobre marketing

However, depending on the KPIs, new tools and methods of data collection will be required to track your performance.

  1. Measure your performance against the KPIs

Once you input the data into the tracking system, you can compare it against your KPIs to see the progress and/or if the marketing efforts have materialized. This step is the moment of truth as it informs the new “current situation”, and takes you back to the stage 1 of the continuous planning cycle. This step allows you to understand which activities worked and which ones did not, you can uncover trends & patterns, see if the strategy you set out to achieve is feasible and working, or if the firm needs to rethink the targets or the key performance indicators. The results from the analysis inform new choices for the firm, which are vital for maintaining competitiveness in the market.

In summary, a firm needs to define “success”, design KPIs, track their performance as needed, and measure it to see the impact of the marketing efforts.

This blog post is from http://www.solimarinternational.com/resources-page/blog/itemlist/tag/Marketing%20Training

Marketing 3.0storytellingTourism marketing

3 Transmedia Tactics for Creating Compelling Audience Experiences

This is a guest post form Krishna Stott. Krishna is a technology and story pioneer. He runs Bellyfeel, a leading provider of information and consultancy for traditional media producers who want to expand their audience and increase profits using new devices and platforms.

As a creator, producer and consultant of Transmedia I draw heavily on the media that got me excited when I was a kid. Movies, TV, Music and Books.

Some of those things don’t exist anymore; VHS, vinyl, cassette – but the feelings are still there.

Analogue vs Digital

Those analogue and physical formats were big influences on me and I can’t help thinking that digital is not as rewarding – so you have to try harder as a creator.

As a kid, I would salivate like a starving dog in anticipation of the next 7” single from the Buzzcocks or the Clash. After a Saturday trip to town to buy the shiny black disc in a full color sleeve, I would be vibrating with pleasure on the bus home. Then the joy of popping on the turntable, dropping the needle and experiencing the music.

I would pore over the sleeve for clues as to what my heroes were saying with this latest slice of pop culture. And getting a bit of ‘behind the scenes’ was really exciting – if you could hear the band talking in the intro or outro, or even a distant ‘1 2 3 4 !’ – this was a massive bonus.

Instant Pop Culture

Digital is all about QUICK – NOW – NO WAITING. That’s not good or bad – it’s just how it is – but instant doesn’t mean better.

And digital gives many more options for creativity and business. But more options doesn’t mean better quality experiences.

In a way, you now have a bigger palette for storytelling but the paint is thinner and the picture comes out not as bright or vivid. (Which is ironic because digital is perceived as being brighter and clearer than analogue media.)

So how do you evoke the kinds of feelings that get today’s audience hooked and wanting more, more, more.

Ignite Your Audience With These Transmedia Tactics

I have been creating Digital, Interactive and Transmedia stories for 15 years now. In that time I have picked up a few useful tricks. Here are 3 Transmedia Tactics you can use to ensure your audience gets very excited about your story experience.

1 – Fan Allegiance.

In the old days this meant joining a fan club by mail or reading the weeklies to keep track of their progress – today you can make it easy for fans to connect and take them along with you (and your story) at very low cost, on a global scale.

Do you know the famous Transmedia campaign “Why So Serious?”. This campaign for the “Dark Knight” film had over 10 million fans all following and joining in the actions around the world. Make your content meaningful to your audience and aim for 10 million global fans!

2 – Anticipation.

Once the audience is hooked in, make them wait a while! Then reward them – this will get them chomping at the bit. Don’t make it so easy for the audience – if your story is good enough it will be worth waiting for.

There was a very early interactive web campaign for the 1997 film “The Game” which actually refused entry to lots of people. This was a completely counter intuitive tactic at the time but a genius one IMHO. Make the audience wait… make them wait and then give them…

3 – WOW! Moments.

Although digital storytelling relies on systems for delivery – when telling stories you have to break out of the systems every now and then to create big WOW! Moments.

Remember a film called “The Crying Game”? Watch this film if you don’t know what a WOW! Moment is. Get the audience to expect the unexpected from your story!

These 3 Transmedia Tactics are highly effective in turning your audience into rabid fans – and your audience had better be hot under the collar as the competition for attention is ferocious these days.

This blog post is from  www.tstoryteller.com/three-transmedia-tactics-for-creating-compelling-audience-experiences

Marketing 3.0Tourism marketingTourism trends

Tomorrow’s DMOs Must Become Brand Managers

This article is written by Bill Baker, Chief Strategist at Total Destination Marketing, author, speaker, and blogger at “Small City Branding around the world”

It seems that every other day I see more evidence that the role of destination marketing organizations (DMOs) is under greater threats and challenges than ever before. The diminishing role of print and broadcast advertising, the ready availability of new sources of unbiased destination information and new distribution systems all challenge DMOs to redefine the value that they add for their community. They must not only adjust to reduced budgets, but also avoid the ongoing technological and consumer behavior changes that are totally reshaping the game. Added to that, there are now previously unseen competitors and alternatives that threaten to replace them. Never before has the relevance and role of DMOs been as hotly debated.

It’s not hard to find DMOs that have had their budgets decimated or even worse are closing their doors. In most cases, this is extremely short-termed thinking where the objective has been to balance the City’s bottom line because of shortfalls in taxes and revenue. Cities that are serious about economic development and tourism, and the long term prosperity and growth of their communities need their DMO and the stellar reputation for their city like never before. However, in this environment DMOs must adjust their focus, role and the way that they operate. Specifically, they must become brand managers on behalf of their cities.

These challenges have been addressed by DMAI in its excellent DestinationNEXT Report which provides an important strategic roadmap for DMOs to succeed in the future. The Report reveals three transformational opportunities that DMO have to effectively address in this rapidly changing world. These transformational opportunities are:

  1. Dealing with the new marketplace
  2. Building and protecting the destination brand
  3. Evolving the DMO business model

Recommending that DMOs become brand managers by building and protecting their brand is not new to the TDM team. We have been advocating this for more than a decade.

This post is from http://citybranding.typepad.com/