Engineering an Experiential Destination By: Joe Veneto, The Opportunity Guy
What s In Your Snow Globe?
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
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.
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
I. Experiences & Your Destination DMOs and Product Development PR & Media Advertising & Online Strategies Sales Development Marketing Strategies Product Development Brand Core Destination Drivers
Destination Marketing Organizations & Brand Development Strategist creates & innovates Curator arranges & markets Caretaker coordinates & promotes
Strategist DMOs
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
Degree of Differentiation Product Development Continuum Unique Experiences Festivals & Events Packages Destination Assets Products & Services Sophistication of Product Development Capability
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
Today s Customers
Consumer Products are Engineered Why not destination experiences?
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
Hierarchy of Impact Transformation Inspiration Meaning Connection Engagement Information
Experience Levels Experience levels: Immerse A Lifelong Memory Engage A Story Show and Tell A Photo
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
IV. Destination Branding B. Your Brand Essence: 18
V. Destination Development Matrix Your Destination Drivers Destination Drivers Point of Sale Products Level: Show & Tell, Engage, Immerse Possible Engaging & Immersive Experiences
Virginia Beach Economic Drivers 1. Military 2. Agriculture 3. Tourism
Agriculture Adventures
VI. The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings
Five Stages of Customer Connection Information Buying Process & Points of Entry First Impressions During the Experience Lasting Impressions Future Connections & Follow-Up
Consumers evaluate experiences based on connections and their emotional bank accounts (+/-)
VII.Experience Filters to Nurture your Narrative Experience Filters: Stories Sensory Elements Feelings & Emotions Create the Connection Nurture the Narrative Find the Feelings
Stories - The Currency of Connection Story Connections: Intellectually Emotionally
Stories - The Currency of Connection
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?
Staging Experiences Experiences need to be designed, crafted, scripted and staged for impact.
Scripting Tomorrow Today Yesterday Scripting creates consistency
Stories - The Currency of Connection Core Stories: Core Stories are included in every experience. Core Stories are remembered and repeated by visitors.
A Story Inventory: What are stories that Nurture your Narrative? Who are resources for stories? What is your process to regularly capture stories?
Sensory Elements Taste Touch Sight Smell Sound Incorporate multiple senses to move the experience from vanilla to visceral
Feelings & Emotions
Feelings & Emotions Emotions elicit energy Feelings anchor connections Feelings ensure impact Safety for adults
Experiential Product Types Uniqueness or Local Flavor Let Me Learn Meet an Expert/Authority or Cool People Discovery Special Access - Behind the Scenes
The Columbus Art Museum 39
The Columbus Art Museum Drawing in the Galleries
Experiential Product Types Entertain Me Insider s View VIP Me Totally Immerse Me! Give Me Bragging Rights
Swingtime in the Skies
Experiential Destinations
Experiential Tourism Development
Wax, Wicks & Wine
Market Segments for Experiences: Convention Market Small Meetings Market Group Tour & Travel (Tours, Reunions, Weddings) Local Ad Hoc Groups Leisure Travelers
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
The Experience Formula The Experience Formula Create the Connection Nurture the Narrative Find the Feelings
Minneapolis, MN May 12 14, 2015 /experiencelab
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
Engineering an Experiential Destination By: Joe Veneto, The Opportunity Guy