Engineering an Experiential Destination

Transcription

1 Engineering an Experiential Destination By: Joe Veneto, The Opportunity Guy

2 What s In Your Snow Globe?

3 Brand/Image Marketing A brand or corporate image is not something that can be seen, touched, tasted, defined or measured. Intangible and abstract, it exists solely as an idea in the mind. Yet it is often a company s most precious asset. It usually is not the product itself that the consumer is after, but the enduring power of warm images, feelings and impressions associated with the brand. Wall Street Journal

4 DMAI Destination Next 2014 Destinations are now as much an emotional and intellectual experience as they are a physical one. In short, they are now brands as much as Apple, Dior and NIKE each with its own emotional triggers, perceived social equity, and promises of self-actualization. To be successful in today s global marketplace, destinations need leadership and management to not only deliver remarkable physical experiences, but to create and deliver a uniquely compelling brand essence that manifests at each visitor engagement point.

5 Our value lies not just in our ability to sell our city, but in our role as curators of the most interesting 49 square miles on the planet. San Francisco Travel Association

6 I. Experiences & Your Destination DMOs and Product Development PR & Media Advertising & Online Strategies Sales Development Marketing Strategies Product Development Brand Core Destination Drivers

7 Destination Marketing Organizations & Brand Development Strategist creates & innovates Curator arranges & markets Caretaker coordinates & promotes

8 Strategist DMOs

9 Benefits of Product Development Provides a framework for economic development Delivers results to partners Drives year-round visitation Ensures fresh, consistent product Product Development Adapts to changing economic conditions Focuses effort on customer tourism drivers

10 Degree of Differentiation Product Development Continuum Unique Experiences Festivals & Events Packages Destination Assets Products & Services Sophistication of Product Development Capability

11 Success Factors Customer-centric focus Leadership by DMO Compelling product Integrated marketing Business readiness within each partner: sell, reserve, confirm, deliver Partnerships Seamless delivery platform

12 Today s Customers

13 Consumer Products are Engineered Why not destination experiences?

14 Strategist Destinations DMO s must become Consumer Product Organizations to be successful in the 21 st Century. Create the Connection The Opportunity Guy Nurture the Narrative Find the Feelings

15 Hierarchy of Impact Transformation Inspiration Meaning Connection Engagement Information

16 Experience Levels Experience levels: Immerse A Lifelong Memory Engage A Story Show and Tell A Photo

17 Experience Pricing: The Penguin Parade Immerse Engage The Ultimate Tour Price: $74.50 AUD Skybox Penguins Price: $60.00 AUD Penguin Plus Price: $40.00 AUD Show and Tell Penguin Parade Price: $21.10 AUD

18 IV. Destination Branding B. Your Brand Essence: 18

19 V. Destination Development Matrix Your Destination Drivers Destination Drivers Point of Sale Products Level: Show & Tell, Engage, Immerse Possible Engaging & Immersive Experiences

20 Virginia Beach Economic Drivers 1. Military 2. Agriculture 3. Tourism

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22 Agriculture Adventures

23 VI. The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings

24 Five Stages of Customer Connection Information Buying Process & Points of Entry First Impressions During the Experience Lasting Impressions Future Connections & Follow-Up

25 Consumers evaluate experiences based on connections and their emotional bank accounts (+/-)

26 VII.Experience Filters to Nurture your Narrative Experience Filters: Stories Sensory Elements Feelings & Emotions Create the Connection Nurture the Narrative Find the Feelings

27 Stories - The Currency of Connection Story Connections: Intellectually Emotionally

28 Stories - The Currency of Connection

29 Stories & Connection How does your Experience connect to present day? Present Day Connections: So what, who cares? Why is it important? How is it relevant to today?

30 Staging Experiences Experiences need to be designed, crafted, scripted and staged for impact.

31 Scripting Tomorrow Today Yesterday Scripting creates consistency

32 Stories - The Currency of Connection Core Stories: Core Stories are included in every experience. Core Stories are remembered and repeated by visitors.

33 A Story Inventory: What are stories that Nurture your Narrative? Who are resources for stories? What is your process to regularly capture stories?

34 Sensory Elements Taste Touch Sight Smell Sound Incorporate multiple senses to move the experience from vanilla to visceral

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36 Feelings & Emotions

37 Feelings & Emotions Emotions elicit energy Feelings anchor connections Feelings ensure impact Safety for adults

38 Experiential Product Types Uniqueness or Local Flavor Let Me Learn Meet an Expert/Authority or Cool People Discovery Special Access - Behind the Scenes

39 The Columbus Art Museum 39

40 The Columbus Art Museum Drawing in the Galleries

41 Experiential Product Types Entertain Me Insider s View VIP Me Totally Immerse Me! Give Me Bragging Rights

42 Swingtime in the Skies

43 Experiential Destinations

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45 Experiential Tourism Development

46 Wax, Wicks & Wine

47 Market Segments for Experiences: Convention Market Small Meetings Market Group Tour & Travel (Tours, Reunions, Weddings) Local Ad Hoc Groups Leisure Travelers

48 The Experiential Development Process Assess visitor experience & discover your destination's DNA Design engaging & immersive experiences Craft & script connections, stories and emotional connections Stage & deliver an unforgettable visitor experiences to impact emotional bank accounts

49 The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings

50 Minneapolis, MN May 12 14, 2015 /experiencelab

51 At the end of the day, your brand is what exists in the minds, hearts and emotional bank accounts of your visitors. The Opportunity Guy

52 Engineering an Experiential Destination By: Joe Veneto, The Opportunity Guy