Destination Branding and Marketing Trends, challenges and good practice. Source Flickr kitskel

Transcription

1 Destination Branding and Marketing Trends, challenges and good practice Source Flickr kitskel

2 Destinations Digital

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6 This workshop Today Morning Introduction to contemporary marketing evaluation Afternoon Consumer marketing (online and offline) Tomorrow Trade and B2B marketing and overarching evaluation Participant action planning

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8 Land of contrasts Something for everyone Fun for all the family Whatever you re looking for Inspirational scenery Coastal splendour Majestic mountains Best-kept secret Why not? A unique blend

9 Brand Image Brand Perception Brand Purpose

10 Brand Purpose Strategy Substance Symbolic actions

11 Curators Substance behind the brand strategy

12 Traditional advertising Delivering consistency and brand values

13 One quarter of US year olds use mobile and tablets when booking air tickets Source : Amadeus Change You know this stuff! Mobile Social 71% of travellers use search as part of the planning and booking process Source : Google Search 82% prefer consumer reviews over a hotel s description of itself Source : Forrester

14 Major Disruption! New Players. New Business Models.

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17 People of the screen The and + now economy Communication is increasingly mobile Convergent lifestyles and hyper collaboration Multitasking and doing things on the move like never before Source Flickr Anna and Michal Reference

18 Now we even describe modes of modes of multi-screening! Source chiefmartec.com

19 Source California Strategic Marketing Plan

20 Source California Strategic Marketing Plan

21 Blogging Social Networking Source California Strategic Marketing Plan

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23 Our world Consumers are being turned off by one way conversation What consumers are saying is shaping your brand Consumers are in charge of the relationship with brands

24 Destination marketing online has become reputation management

25 Content The web is a hugely content hungry channel A community of content creators, curators and consumers Source flickr davidking Offer something to line up against

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29 But hey, great campaign ideas still count!

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31 Socialisation Conversation culture over information culture Consumers long for personalisation and belonging Large numbers of consumers group together online Source flickr DeusXFlorida

32 SAT working with TripAdvisor A global and fully integrated partnership

33 Australia on Facebook The worlds biggest social media team

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35 Integration Owned, earned and bought media Not just channels. It s content. It s people. It s agencies Source flickr UggBoyUggGirl How do we create real synergy?

36 Introducing Google Travel! A fundamental driver of joined up thinking

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38 Visit Brazil all over the place! Trip planners, games and apps all of the knobs and whistles

39 Shaping up the team Thinking multichannel and putting content at the heart

40 Measurement and Evaluation Beyond site traffic and site conversion Quality of content network Source flickr Julia Manzerova Conversation sentiment

41 The traditional marketing funnel Source Forrester Engagement, a New Marketing Metric

42 Complexity and engagement Source Forrester Engagement, a New Marketing Metric

43 Seeing the wood from the trees 15 February 2011 Course Title Source Flickr Buridan

44 Strategy and Planning... Support an organised approach and achieve specific goals Identify competitive advantage and how you can compete Make a case for resources and get wider commitment Understand how potential partners might work together A basis for making decisions and setting priorities 15 February 2011 Course Title Source Flickr Buridan

45 So, doesn t planning look like this?

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47 What? Why? How? Where? When? Who?

48 You need to ask the right questions! What do you want to do? Who is it for? What are you trying to achieve? How are you going to get there? What technologies are you going to use? What channels are you going to use? How much do you have to spend How are you going to measure success? Goal Audience Objectives Tactics Budget Measurement

49 Source Smart Insights

50 Destination Branding and Marketing Thanks J Source Flickr kitskel