Tag: destination marketing

Marketing 3.0StrategyTourism marketingTourism trends

Marketing trends for 2019 (II)

Video marketing & original video content

Digital video advertising spending has been increasing these last two years and is expected to continue to grow at least two more years. The most popular kinds of used content are Comedy, Music, Education and News. Brands tend to target the audience through sponsorship agreements integrating the brand within the show, rather than through traditional advertising interrupting the video.

According to many surveys, video offers an outstanding performance on many relevant metrics such as content sharing rate and conversion rate, as well as generating confidence in online purchase decisions. When it comes to the broadcasting of the online video, there are also some significant trends to consider:

  • Length of the video varies depending on the marketing goal
  • Calls to action such as redirecting the viewer to a site, another video, to a form in order to receive further content are included
  • Talk style videos are used when explaining something in depth
  • “Ask me anything” type of videos where a public figure from the industry answers questions from a diverse group of characters are used to create trust on a potentially controversial issue.

Needless to say, video is one of the most engaging content formats according to many metrics. When it comes to marketing destinations and related experiences, this is even more obvious. In this regard, far beyond the “destination marketing video” there should be a collection of videos in accordance with the different experiences and motivations that move the target audience to visit the destination. A very convenient tactic is to make a short version of the video (less than 5 minutes) to draw the attention of the audience with a call to action to watch the long version of the video (not longer than 15 minutes). Furthermore, as it has been explained in all the marketing-related white papers, the finest video content produced by stakeholders should be delivered through the branded platforms of the destination.

Influencer marketing

Influencers are expected to be able to raise brand awareness, boost reputation, improve brand advocacy and drive lead generation. Beyond the most popular and expensive influencers, there are also a great deal of smaller influencers targeting specific types of audiences or niche markets. Accurately selecting those types of influencers is likely to be the most effective choice. The software Traackr contains an influencer database and allows the users to find the appropriate influencers in accordance with their marketing goals.

Furthermore, beyond the influencers you will have to pay for in order to gain their support, some others are likely to provide you with some support, so long as they really are enthusiastic about your product or service. Moreover, as it has been explained in the marketing white papers, it is convenient to create a network of brand ambassadors leveraging the power of influence of many stakeholders like suppliers, employees, and specially clients.

For as long as possible, it could be convenient to establish some kind of incentive system, giving special deals to the brand ambassadors who manage to raise more brand awareness and foster engagement. Influencer effectiveness can be measured through different metrics (mainly engagement but also sales) and techniques, like providing them with unique deal codes, UTM codes on digital posts, and custom landing pages to monitor their results.

As explained in some of the Envisioning Tourism 3.0 White papers, destinations developing tourism based on the principles of Tourism 3.0 are very likely to attract influencers, so long as they move their human spirit to take action in favour the destination’s social and environmental challenges stated in the mission. In many occasions, this is likely to happen at no cost for the destination. This is one of the greatest advantages of the Tourism 3.0 approach.

Marketing 3.0StrategyStrategy planning & executionTourism marketing

Marketing trends for 2019 (I)

 

As all of us know, marketing tools and practices evolve faster than ever, for it is necessary to keep the strategy up to date at least every year, and integrate new tools that help us reach new clients, further engage our prospects, or gain more valuable market intelligence. According to Advance Travel & Tourism there are seven key trends that are already shaping the new marketing strategies in the most advanced businesses, which are perfectly applicable to the tourism industry. This issue is to be split in four articles.

Authentic & consumer centric content

It is well known among marketers that advertising has lost a great share of the trust it used to have. In its place, consumer centric content is taking the lead, mainly through content marketing and influencer marketing, both delivering real value to audiences and thus engaging them more effectively. Audiences demand that calls to action lead them to useful content to get engaged. Traditional media – both printed and digital –will continue to play a role in the overall strategy, but will lose importance progressively in the marketing budget.

With regards to the tourism industry such content should consist of texts, photos and videos of the life-changing experiences, stories and imaginative ways to enjoy the destination, with some detailed information for the reader to experience it him/herself. Apart from that, destinations approaching Tourism 3.0 should also use stories about the positive impacts that the tourism development creates in the destination, improving the lives of the locals as well as the visitors’ experience. There should be also stories about how local stakeholders and visitors contribute to the development of the destination through the creation or co-creation of marketing content, product innovation and different types of “voluntourism”. This is actually what has already been explained in previous articles and white papers such as “Envisioning destination marketing 3.0” or “The Marketing Plan 3.0”.

Personalisation

This consists essentially of using all the market intelligence and customer data to create niche tailored content, mostly consisting of deals related to the preferences of every customer niche or even tailored to every customer based on the items they have purchased or searched information on. According to a survey carried out with marketing executives, the most effective personalisation tactic is email marketing with dynamic content.

Concerning tourism destinations, as long as it is possible to track the information searched by every user within the destination website and social media platforms, it is possible to deliver content by email in accordance with the user’s interests, such as different sorts of special interest tourism, “voluntourism” or different types of contribution they are could do for the destination’s development.

Marketing 3.0storytellingStrategy planning & executionTourism marketing

Multichannel Approach Holds the Keys to Tourism Marketing Success

If you are hoping that things are going to get easier for tourism marketing, you are wrong. A recent article from New York based HotelNewsNow.com paints a world in which consumers are active on multiple platforms, on multiple devices, and savvy enough to desire only the best travel-related content:

“Consumers don’t watch devices; they consume the content on them,” [NGC Media VP Andrew] Capone said during a recent think tank event held by the Association of Travel Marketing Executives. “Today, it’s about experience messaging. People are coming out of a three-, four-year hole and it’s more than just about branding, it’s about ‘I have X number of vacation days, what do I want to do?'”

So what does this mean for your tourism marketing? Great content is not enough. You must be an active content distributor with a smart combination of traditional outreach (like print and trade shows) and marketing activities that place your great content where your target market is going to find it.

Study after study shows that consumers are using a combination of online sources and platforms throughout the travel buying cycle – from dreaming about a destination to selecting the museums they attend. All of this messaging and distribution needs to work in tandem to sell the brand and help the target market understand more about “the experience” with your business at your destination.

You must fight hard to maintain that prized spot that we like to call “top of mind.” How can you make sure that your ideal traveler will choose your place above all the other options out there? How can you prioritize your options to make sure that the right content is going in front of the right people at the right time?

 The idea of Marketing with a Purpose brings all of the different platforms together to work compatibly as a sales driver. If done correctly and strategically, each touch on the consumer is an opportunity to pull them deeper into your brand. We address the “experience messaging” by continually engaging potential travelers with a combination of practical and inspirational content they need to paint the travel experience picture in their mind.

In the project with the Namibia Tourism Board, a multichannel approach during the “Share My Namibia” campaign allowed to provide storytelling to consumers, reach out to the international travel trade, and build strong social media communities that still interact with our content. We engaged consumers in different locations on a frequent basis so our message of “Share My Namibia” remained fresh.

A social media campaign like this takes considerable planning and a balanced approach to what you’re going to say and how you’re going to say it – the two sides to the marketing coin.

But one side of the coin might be a little heavier. Mark Snyder, a branding and marketing consultant formerly with Kmart and InterContinental Hotels Group, says: “The medium is not a substitute for the message.You think getting a digital budget is tough, wait until someone gives you $100,000 to go and do something with and you have to go create content. Content is hard. Content is the cornerstone of engagement.”

This article has been reposted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Social%20Media%20Marketing?start=10

StrategyStrategy planning & executionTourism marketing

Destination Branding is a Marathon Not a Sprint

This article is written by Bill Baker, Chief Strategist at Total Destination Marketing, author, speaker, and blogger

I recently had a conversation with the CEO of an East Coast DMO who was being pressured by some of his hotel partners because the city’s brand strategy, revealed three months earlier, had not generated an increase in business. While we didn’t develop this strategy, it did seem to be a good one. He needed to remind his partners that while there may be some short-term gains in visitation, the real benefits of branding won’t materialize overnight. If the hoteliers wanted to increase heads in beds in a month or so, perhaps they should have invested more in their tactical marketing communications and price-based incentives.

It takes time to unite the community, break through the competitive clutter to reach customers to build awareness, and then more time to change perceptions about the destination and convert their interest into actual bookings. Many mistake the roles of branding and marketing. Branding requires a long-term strategic mindset, not just a short-term promotional outlook.

Branding can, and often does, bring short-term benefits but the true value is long-term and cumulative. A destination’s image is the result of thousands of influences over an extended period. On the other hand, a Grand Slam home run approach to branding based on one big ad campaign is a sure-fire way to blow the budget with little impact. Real success will only come from the consistency of messages and outstanding experiences from many sources hitting their mark again, and again.

My new book, ‘Place Branding for Small Cities, Regions & Downtowns‘ examines many of these trends, changes and challenges, and provides a path for cities and destinations to follow in developing their brand identity.

This article was been re-posted with permission from the author

 

Marketing 3.0StrategyStrategy planning & executionTourism marketing

7 Components of a Great Integrated Marketing Program

What is integrated marketing & why does it matter?

Integrated Marketing is a strategy that reinforces your company’s ultimate message and is consistent across all communication platforms. It is important because consumers are present online as well as offline. In the tourism industry, in order to be competitive, you need to be where the traveler is and create relevant content that travelers trust. Unifying all channels of communication is key to having an effective marketing plan.

Here are 7 key components of a great marketing program:

+ Brand Analysis – Prior to implementing a campaign, it is necessary to carry out a brand analysis containing actionable recommendations to improve your look and focus your message. Our in-house design team can also help you update or refresh your current brand and logo.

+ Marketing Strategy – After a thorough analysis, an integrated marketing strategy is developed and will serve as a roadmap for the implementation of the integrated marketing program, which is tailored to the needs of a specific consumer. The strategy will integrate current and targeted use of all channels: social media, search engine optimization, blogging, content, public relations and trade relations.

+ Website and Content Development – Once a consumer finds your website, the goal is to make it so captivating that they want to stay on the site, engage in your content and share it with others. Developing a content calendar and assigning content generation responsibilities will help you decide the type of content to post, where you will post it and how frequently. Finally, try to engage your team, so that everyone participates in the content generation process.

+ Social Media Strategy and Blogging – Social media gives you a place to talk to your consumers before they travel, while they’re on their trip and after they have returned. Social media strategy encompasses social networks, blogs, micro-blogging sites and third party sites. You should determine the best channels to use for your target markets, and what content to post.

+ Creative Campaigns – With all pieces of your marketing foundation in place, it is convenient implement a series of creative campaigns and sweepstakes designed to draw visitors to both your site and social media platforms while synchronizing your marketing message and brand value for maximum effectiveness.

+ PR/Media Outreach Strategy – In this point you should employ simple but effective monitoring tools and indicators to allow you to identify influencers in your market. Then you can “listen” to the conversations taking place online, join ongoing conversations, build trust, and demonstrate expertise. You should also develop a database of contacts and design effective outreach campaigns to reach local and international media, relevant bloggers, guidebooks and sales intermediaries

+ Trade Distribution Strategy – If you work with business to business sales, you should try to take your relationships online by developing a dynamic database that tracks all communication with trade partners; from the initial email/call, to in-person meetings at trade shows, and shares on social media sites by each partner.

A great example of an Integrated Marketing project is the Namibia Online Campaign. The goal of this campaign was to ensure the necessary tools and capacity to combine online marketing activities with their current overall marketing strategy.

This article is re-posted with permission from www.solimarinternational.com/resources-page/blog/itemlist/tag/Integrated%20Marketing%20Program

Marketing 3.0StrategyTourism marketing

Fifteen Common Place Branding Pitfalls and How to Avoid Them

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

Adopting a city brand offers tremendous rewards if done correctly. However, sometimes these well-meaning efforts introduce levels of complexity and pitfalls which could easily have been avoided if leaders had understood the nuances of brand planning for cities.

Many city branding projects get off to a great start with a lot of publicity and energy, only to soon run out of steam. Their momentum starts to lag, fresh ideas are not as frequent, designs start to miss their mark, and suddenly the brand has faded, it is confused, and becomes very fuzzy to customers and stakeholders. Here are some of the fifteen common pitfalls that can contribute to these situations are:

  1. Insufficient Understanding Of Branding
  2. Lack of Stakeholder Buy-in
  3. Failure to Grasp the Scope of Branding
  4. Focusing On Short-Term Results
  5. Forgetting The Customer’s View
  6. Disagreeing What is Being Branded
  7. Insufficient or Irrelevant Research
  8. The Weak Positioning Trap
  9. Not Following the Strategy
  10. The Lure of “Bright Shiny Objects”
  11. Forgetting to Deliver What You Promise
  12. Unhelpful Mindsets
  13. Brand Fatigue
  14. Going It Alone as a DIY Project
  15. Not Engaging Specialist Skills

This article has been re-posted with permission from http://citybranding.typepad.com/city-branding/page/2/

Marketing 3.0Tourism marketing

Why are Bland Brands So Common? PART TWO

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

As I mentioned in Part One, there are many reasons why destination and place brands can end up being bland and uninteresting. One of the most common causes is sometimes the weak competitive positioning on which the brand is based because of the risk-averse approach preferred by leaders. To get beyond this state, communities need to address the barriers that can prevent them from defining their strongest competitive positioning. These challenges frequently include one or more of the following:

  • Self-interest of key stakeholders and influential groups
  • Insufficient focus on customers and their needs and wants
  • Trying to keep everyone happy
  • The “we’ve got it all” syndrome which is really an excuse for not choosing a point of difference
  • Political interference
  • Parochialism and a lack of objectivity
  • Unfocused and short-sighted thinking
  • Unhelpful mindsets

Then there are many places that choose to by-pass positioning all together because it involves hard decisions and actually standing for something beyond the basic attributes enjoyed by most places. Great place brands emerge when there is focus, consistency, and creativity centered on a unifying, competitive concept that resonates strongly with customers and that competitors can’t easily match. It may sound simple, but achieving this takes courage, leadership and imagination – and tons of selfless teamwork.

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

Business trendsIntelligenceMarketing 3.0Tourism marketingTourism trends

Destination Marketing For Millennials

It may be the year of the horse in the Chinese Zodiac, but in the travel industry, 2014 should probably be marked as the year of the local. Mass travel is out, and local, personalized experiences are in. Destination campaigns that emphasize local travel like ‘Visit Philadelphia’ and ‘London and Beyond‘ have already been wildly successful.

Who is driving this trend in travel? Millennials, of course – those who were born in the early 1980s – 2000s. Is your tourism business ready for the Millennials? Let’s start by looking at a few key features of this generation, as reported in this extensive study about Millennial travelers, & some ways tourism marketers can reach this key demographic.

marketing for millenials

Are you familiar with the next generation of travelers?

They are tech savvy. This almost goes without saying. Having grown up in a digital age, Millennials are now heavily tech-dependent. They consume information on a rapid and almost constant basis. In terms of travel, this means they book trips faster and, in turn, often share their own travel experiences in real time.

They are good citizens. Nearly half of Millennials show more interest in destinations that offer volunteering opportunities. Moreover, compared with the people over 30 years old, Millennials are more willing to engage in sustainable practices and care more about environmental issues.

They like to learn. Travel isn’t just about fun with this generation. Millennials are attracted to authentic destinations where they have the opportunity to learn something new. They also prefer hands-on, interactive experiences.

They are spontaneous. Many airlines and hotels have begun offering last-minute online travel deals targeted at digitally savvy Millennial travelers. A host of apps like Jetsetter and NextFlight have emerged to help travelers find a flight or a hotel on a whim.

They rely on word-of-mouth recommendations. 8 out of 10 travelers say they are likely to trust the recommendations of a family member or friend via social media when it comes to travel. However, more and more recent studies tend to report that travelers trust reviews from peer reviews and strangers more than those from friends or colleagues.

What does this mean for your business or destination?

All of this is great news for sustainable and community-based destinations. And it’s a call to action for all destinations to begin focusing on more authentic experiences. Here are some things every destination can do to help reach this desirable group of travelers:

Involve Locals. By far the best brand ambassadors of any destination are the people who live there, work there, and just love being there. Collaboration with local residents in destination marketing yields enormous results. Millennialls flock to this type of information because it’s authentic, insider information that stands out in a sea of mundane reviews. Millennials want to travel like locals, and there is no better way to do that than by connecting them with the local people of a destination.

Facilitate Relationship Building. All travelers want to feel special and welcome. It’s no different with Millennials. By making them feel welcome before they even touch down in a destination, you’ll already be establishing a positive experience. Visit a Swede is one great example of this relational marketing. The website aims to connect visitors with a local Swede before they even arrive in country. It’s takes the idea of involving locals to a whole new level – by promoting them as tour guides, coffee buddies, dinner hosts, and so much more. Bewelcome has also opened up channels of communication between the locals and the visitors.

Emphasize Authenticity. The last takeaway is the most encouraging: focus more on authenticity. The best part is that this is also the easiest lesson! Instead of focusing on what your destination lacks, you should find ways to celebrate what it has. You might be surprised by the response to some honest marketing that highlights the unique or quirky about your destination. Not every desirable destination has to have sunshine and beaches. Millennials are open to learning & relish new opportunities so don’t be afraid to embrace the off-the-beaten places within your destination.

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

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