Tag: marketing strategy

From customer acquisition to customer recommendation marketing

Despite the effectiveness of the conventional marketing tools such as the booking websites and collaborative platforms, marketing innovation is attainable to all business -no matter their size- and it pays off! It is all about imagination.

Envisioning Alternate Reality Games for marketing destinations

Alternate Reality games have been spreading worldwide since earlier than a decade ago. They are a very interesting phenomenon to use both as a marketing strategy, as a marketing product and as a strategy to attract and engage contributors to tackle social and environmental challenges in the destinations.

Cluster based competitive advantages

Considering clusters as tourism destinations, there are many possible sources of cluster based competitive advantages, many of which are up to operators and destination planners.

Cross-destination competitiveness programs: enhancing marketing

Beyond increasing value and reducing efforts, there may be cross destination programs to enhance the entire marketing system

Destination models’ brand values related variables

Brand related values are those that are central to the destination brand definition, mostly related to its character or personality

Destination models’ product & market related variables

The product and targeting strategies determine what kind of activities will be developed and what kind of tourists will the destination receive, and therefore an essential part of the destination image

Storytelling training process: finding visual supports and audio content

When communicating, images and sound around the story are key elements to help the audience get immersed within the story

Storytelling training process: identifying the emotions and key moments

Emotions and turning points are the soul of the story and therefore it is essential to identify them all in order to make it an effective marketing tool

Monitoring results

As for all strategies, storytelling results need to be monitored to evaluate its effectiveness in terms of the marketing goals. We distinguish four categories of KPI for storytelling marketing: impact, integration, interactivity, and immersion.

Setting the story style

To facilitate and orientate unexperienced storytellers on how to write their stories about the destination, it is necessary to train them and provide them with a Story style guide