Tag: marketing trends

Business trendsCo-creationCollaborative cultureEnvironmental sustainabilityInnovation

Envisioning Alternate Reality Games for marketing destinations

Unlike Augmented Reality Games, Alternate Reality Games (ARG) are not mobile based but transmedia based and much cheaper to create. ARG cannot be explicitly a marketing product, but rather a marketing strategy, which turns into an experience itself and could be indirectly considered as a marketing product, so long as they are usually free although sometimes they end up involving some business too. They stand out by offering best practices in collaborative learning and problem solving, having been object of attention by scholars, private and public organizations for that reason. ARG design requires many different skills, and there are actually several profiles matching that role, such as storytellers, web designers, and puzzle creators, to shortlist the main ones.

ARG deny the difference between the real and the game world. Actually, the game takes place for those who discover that something is going on in the real world beyond the obvious, by identifying some codified information and decodifying it to figure the clues to start playing. Another unique feature of ARG is that there is no other marketing than word of mouth from players, who look for other players to help them in tackling the game’s challenges. These games rely on knowledge sharing among players to solve the challenges and use the internet as a platform for sharing knowledge, although the game uses all types of media to provide the information to the players. The game works like an interactive networked narrative using the real world as the game board and many different media channels to deliver clues and the story that is eventually co-created by the organizers and the players.

The games are driven by a story that takes place in real time and is developed through the contribution and reaction of the players. The story characters are controlled by the game designers –unlike computer games, where characters are controlled by artificial intelligence- and interact with players, solving plot-based challenges and puzzles through collaboration by analyzing the story and coordinating real-life and online activities. Players discover the story researching just as archeologists would, as the story is split into pieces throughout the media channels to challenge players in connecting those story pieces to make a coherent narrative. The game uses players’ real live as the platform, players not being required to build a character other than themselves. The game designers control most of the story but leave some room for contribution to the players, who end up being co-creators of the story to some extent. Furthermore, so long as the game evolves demanding more complex challenges, players need to recruit new co-players with specific skills or expertise. ARG have become a genre of gaming themselves, not just a one-time occurrence, as it appeared to be at first.

ARG are usually free to play, using various kinds of revenue sources such as supporting products or marketing deals with existing products. In the case of tourism, the price to pay would be that associated to visiting the destination, without discarding other sources such as marketing deals with brands that want to be associated with the destination brand to target players as potential customers. Actually, after the first successful ARG had appeared, many corporations started regarding such games as a potential marketing strategy to promote their business as an innovative and fan-friendly strategy. So far, the major trends regarding the funding strategy for large-scale ARGs are the development of game-branded products and also fees for participation in the game.

Curiously, beyond the games created for fun only purposes, the so called “Serious ARG” have also emerged, consisting of the same structure and functioning way but with a real-world problem as a driving challenge instead of a fictional one. The first one –World Without Oil– was centered about the vision of a world with shortage of oil, and others such as Tomorrow Calling tackle many environmental issues. This type of ARG approaches the idea –ingrained in the Vision of Tourism 3.0- of open innovation for tackling the social and environmental challenges, so long as ARGs are focused on collaborative problem solving, leveraging the collective intelligence, knowledge and imagination to design innovative solutions. The “Serious ARG” approach works as a marketing strategy to attract and engage contributors through the shape of a game.

So far, the ARG phenomenon has already reached millions of players in more than 177 countries, who participate both online and in live events in the streets. There is even an award at IndieCade for games that have a social message, shift the social perception of games as a medium, represent a new play paradigm, expand the audience or influence culture.

Moreover, there have been organized some ARG directly related to the tourism industry. In 2008, the American Art Museum organised an ARG called Ghosts of a Chance encouraging players to find new ways to engage with their art collection, attracting more than 6000 participants over six weeks. At the same year, McDonald’s and the International Olympic Committee launched an ARG to promote the Summer Olympics of Beijing, facilitating the participation of players from different countries running the game in 6 languages, and encouraging players to share information and interact with fellow co-players overseas. They used a sport celebrity as Game Master to promote the game and promised to donate US$ 100,000 to charity at the end of the game on behalf of players.

Prototypes such as those presented for Augmented Reality Games could be useful for Alternate Reality Games, namely the “Worldwide ARG tournament calendar”, the “Film story or local legend based game”, and mostly the “Collaborative challenge based game”, without discarding other options. Rather, inspiration should come from the “Serious ARGs” focused on tackling real-world challenges.

The ARG can therefore become a good strategy to find and engage new targets, neutralize tourism demand seasonality and also create long lasting positive impacts both for the visitors –through the life-changing experience provided by the game itself- and for the destination, so long as the game challenge is related to some of the social or environmental concerns of the destination stakeholders.

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

Business trendsMarketing 3.0storytellingTourism marketingTourism trends

What is Pervasive Entertainment?

Pervasive entertainment is entertainment untethered and unencumbered by time, location and reality. For those who like equations, here’s one:

Pervasive entertainment = ubiquitous media + participatory experience + real world + good storytelling

Pervasive entertainment may start with single-media – fictional story in a book or a true story in a TV documentary – yet will then spiral outwards to encompass more media platforms, more audience participation and more touchpoints (touchpoint = online and real world places where audiences come in contact with the entertainment).

Pervasive entertainment becomes a living, breathing entertainment experience that continues without you – evolving, morphing, refining, improving, growing – even when you’re not watching. But the story has you hooked. The evolution of the experience has you hooked.

You know that if you turn on your mobile device they’ll be another piece of content to grip you further; to drive you deeper. Soon you’ll become addicted; crazy for another fix: a tweet, an email, a video, a puzzle, a PDF, a link, a blog comment…

…and when the content doesn’t arrive you’ll create it yourself. You’ll feed someone else’s addiction.

Pervasive entertainment blurs the line between real-world and fictional world; between work time and play time; between author-directed plot and audience-improvised role-play.

Pervasive entertainment is transmedia storytelling evolved

This blog post is from http://www.tstoryteller.com/what-is-pervasive-entertainment

Marketing 3.0storytellingTourism marketing

Storytelling: What Makes a Good Story?

Storytelling is the future of digital marketing, plain and simple. If you aren’t on board yet, you are living in the past and each day you are “advertising” your products instead of “storytelling” about your business is another day your competitors are getting ahead of you. But before we jump into some ideas about what makes a good story, let’s look at the evolving digital marketer.

Yesterday’s Digital Marketer

You’ve all met this person. Heck, this terrible stereotype may even be you. But yesterday’s digital marketer is all about checkboxes. They have a list of channels: web, Facebook, Twitter, mobile app. They see these channels are just another mechanism through which to broadcast their message. Even though digital channels include technologies to enable engagement, they are still practicing old school marketing methods. They are still advertising. They focus on trying to sell a product which is like driving through mud: just when the think they have traction (and customers get the messaging), they have to start again (with a new product) or change it up (to keep from getting stale) and before they know it, they are spinning their wheels again in a new puddle. Maybe it’s a perfect strategy to justify a cushy existence.

But as digital marketing (and the customer) continue to evolve, it’s clear that this is a dying approach.

Today’s Digital Marketer (aka, God of Engagement)

These people are still hard to find but when you do, you know it almost immediately. They don’t have checklists. They have numbers that tell them the effectiveness of their efforts, numbers that speak about depth of engagement, metrics that illustrate the impact of their marketing effort. And they aren’t telling customers about their product. They are using different channels to create an emotional connection between customers and their brand so that when they need to launch a new product or change its messaging, it’s not like trying to roll that rock uphill because they’ve already done the REALLY hard work: creating the connection between the customer and what’s really important.

How do they do this? Through storytelling.

What is Storytelling?

We aren’t talking about War and Peace. We are talking about the kinds of stories that businesses are beginning to tell, the kinds of stories that engage with customers and create real, emotional connection, the kinds of stories through which businesses engage with customers as they move through the narrative arc. Look at Coca-Cola’s new website: Coca-Cola Journeys (we will be examining this story in-depth in a future post of this series). Their story is about stories of people using their products, or impacted by Coca-Cola’s brand, or affected by some other aspect of the company. Coca-cola is telling their customers that they are a facilitator, an enabler. They are crafting stories with narration across channels.

Digital storytelling isn’t reading Dr. Seuss to your customers. And although it may be, it’s not necessarily about characters and plots. But it is about a situation in which someone uses the product to cause some result. That’s a narrative arc:

  • Exposition/Set-up. Where the action is going to take place.
  • Rising Action. Characters in the story finding the product and putting it to use to solve a problem.
  • Solving the problem with the product.
  • Falling Action. Mopping up the action. Everything calming down.
  • The result of the climax. What happened to the characters now that they solved the problem using the product?

It has been written in other posts that Storytelling is critical to digital marketers as a crucial method to create differentiation in an increasingly competitive global, digital market.

So What Makes Good Storytelling?

First, this isn’t a critique on narrative conventions or stage directions. The points below are salient action items for today’s digital marketer to ensure a visceral, emotional connection between customer and company. Second, there’s probably a lot of discussion to be had about this list. We may have left off items that seem obvious (or about which you believe strongly). We may have included items that you think are frivolous. Regardless, let’s just agree that there is a general list and agree-to-disagree that ours might not be the gospel.

  • Narrative arc. In order to create emotional connection, the story has to have an arc. That arc could be split across channels. It could be split across campaigns. Doesn’t matter. But research is showing that the brain responds chemically (i.e., generates emotional connection) when the story follows a traditional arc.
  • About company, not product. It is far more effective (long-term) for stories to somehow relate the company position and its ethos rather than focus on a product. Not only does this differentiate (customers are becoming increasingly jaded to product-level messaging) but it also allows products to be interchanged without compromising the emotional connection made between customer and company.
  • Multi-channel (with purpose). Good stories cross channels. They make use of web, mobile, social, and others. But these stories aren’t just repeated across channels. The story is tailored and tweaked to take advantage of the channel, both from a technology and engagement perspective. Customers in different channels have different expectations of the story/content. Good stories appeal to and acknowledge that.
  • Emotional. Flat stories suck. These are stories that just seem to “go through the motions.” Really good stories pull heart strings, make us laugh, make the reader rise to action. This is in addition to the emotional connection that the reader may make with “actors” (i.e., characters, events, places, etc.) within the story. It magnifies that connection.
  • Rich media. Let’s face it, people don’t like to read a lot of text. If you mistake storytelling with writing, you will be sorely disappointed. Good stories in the digital world leverage all sorts of different media type: videos, audio, slideshows, images, graphics. Not only does rich media promote interaction, it creates variety. It creates that emotional engagement on a variety of different levels using several different senses.
  • Engagement. All good digital stories provide for engagement. This may be simply for customers to share with other customers (you might be surprised about the power of simply enabling customers to talk about how they feel about your story) and it may be a planned event. Regardless, successful stories will look for multiple opportunities to engage directly with customers as they form these emotional connections with the story. And if done right, this will strengthen the bond between customer and company (a company that “cares” to hear what its customers have to say).
  • Mechanics. You may take it for granted, but your users don’t: performance matters. Research in web and video engagement point to customers abandoning your story when it’s slow or under performing. And being able to reach everywhere your customers might be is of equal importance. The last thing you want to do is have a weak story in one region (because only one channel is available) where a competitor might not.

Again, this is not an exhaustive list. But it’s a good starting point for evaluating whether or not a digital story is successful. Next up we will take a look at Coca-Cola against these bullets as an example of a well-executed digital story.

You can read more about Storytelling in the Whitepaper “Marketing destinations through storytelling” in this weblog.

This blog post is from: www.rethinkeverythingblog.com/2017/10/11/storytelling-101-what-makes-a-good-story/