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Marketing

• Internet, leadership, Management, Marketing, Travel & Tourism

  Top 5 Wrong Assumptions in Destination Marketing

  01.09.12 | Permalink | 69 Comments

  1) Building a destination brand through advertising

  

  You can’t. A destination brand is:

  1. The sum of experiences of a traveler during a trip (but not all experiences are equal)
  2. The sum of all stories somebody has hears about a destination (but not all sources are equally credible)

  Ten years ago, your TV ads, brochures and other forms of marketing collateral contributed a sizeable portion of the stories people heard about a destination. Not anymore. People telling other people, aided by new forms of communication (including social media but not exclusively) is now dominant and has make brand advertising hopelessly inefficient.

  Ensuring your destination has quality experiences, getting your operators up-to-speed in modern marketing and actively managing your destination’s reputation in social media, especially in niche communities is how you build and manage a destination brand.

  2) People still like paper guides/call centers/newspapers/magazines/consumer shows/travel agents/etc.

  

  Yes they do. But is it the most effective way for you to get your stories told?

  I get it. It used to be so succesfull. You’re still proud of the results from 1998. And it’s really hard to stop doing something. Staff will be effected and change management in an organization is often messy.

  But lets get real. Most people have moved on. The biggest bang for your buck lays elsewhere and we both know it.

  Stop making excuses, take close and hard look at your activities (budget + people) and stop doing the things that have become inefficient or ineffective.

  3) Operating a reservation system will generate extra revenue

  

  It probably won’t. And if it does, it’s going to take a lot of hard work against stiff competition.

  I know it’s tempting. There’s the potential for extra revenue and your hotels are putting on the pressure to fill their rooms now instead of focussing on the long term. It’s also something tangible to measure and the technology is so easy now. And cheap.

  But consumers just don’t think of a DMO website as a place to transact. They have a gazillion options to book. And usually at a much better rate than the DMO will ever be able to offer.

  Making a booking system produce results is hard work.

  When you choose to operate your own reservation system where your accommodation operators give you specific rates and inventory, you also need people to manage this process. That means chasing operators for rates and inventory, sending out commission cheques, chasing operators for money and dealing with customer service issues.

  You’ll also need people who stay on top of your website and the conversion funnels. What advertising drives bookings? Where do people drop off in the funnel? What do you need to tweak to increase your conversion rate?

  I’m not saying offering bookings is a bad idea, especially not if you’re a city DMO. An aggregator like JackRabbit is a good option add booking capabilities to your website without the operational overhead for example.

  An even better option is if you have a way to differentiate yourself from online travel agents by creating value added packages online travel agents can’t offer and target these to niche audiences.

  4) Processes and organizational structures from the 90’s still work today

  

  They don’t. The workplace of the 90’s was very much a leftover from the industrial age.

  Let’s see what has changed over the last 15 years. Technology and the internet has turned travel planning and booking up-side-down. Everybody knows this, but most DMO’s just added some form of online unit or department in their structure and left it at that.

  And there is more! Technology has also completely changed the way people work with new productivity and collaboration tools. Technology is becoming ubiquitous. Cloud computing allows you to outsource pretty much everything and access your data from anywhere. People stay connected through mobile devices and take work home on their laptops while Social Media has completely blurred the line between professional and private life.

  The industrial age is over. All of the above has completely changed the way new generations think about the workplace. Corporate structures, hours of work, roles and responsibilities, staff retention all has to be re-thought. Just read Don Tapscott and Charlene Li.

  5) The one stop agency of record is still effective

  

  It usually isn’t. More and more DMO’s are challenged with their agencies of record based on what I hear at conferences.

  From my perspective, the reason why most traditional agencies are still having a hard time with digital and are often completely clueless about social is because their culture and business model is based on traditional advertising principles.

  In traditional advertising, you only have one shot at getting it right. You buy the media, produce the communication pieces and let it ride. An outcome of that is getting the creative right the first time is really important. As a result, right brain creatives run traditional agencies.

  In digital marketing, the creative is still important but you should spent more time after launch by looking at the data, and keep iterating the tactics to keep perfecting it. Data and real-time analysis is part of a digital agencies culture. That’s a fundamental difference.

  In social media, on top of digital marketing principles, you also need to humanize the message and open up your brand for consumer input. That’s often just too much to ask.

  The result is that in most cases, DMO’s need to go best-of-breed and hire multiple, specialized agencies and contractors. With the new collaboration tools, it’s much easier to manage these days. We experience this with the increased number of RFPs out there specific to social media. Maybe a new ‘agency of record’ model will emerge at some point but that will take some time.

  A one-stop-shop is definitely easier to manage on an executive level. Only one RFP to run, it simplifies managing the relationship (only one person to have lunch with or yell at) and streamlines back-office accounting processes. If you still want to go one-stop-shop, look for a digital agency that also does traditional instead of a traditional agency that also does digital.

  Note: I understand that especially the first and last point on this list can be perceived as a pitch for my company. The reality is that this is exactly why I joined Think! in the first place. To help DMOs innovate and break through some of the conventional wisdom out there.

• Marketing, Travel & Tourism

  Leftover printed guides

  01.01.12 | Permalink | 3 Comments

  

  Happy new year. All the best for 2012. My resolution is ar least one post a week. We start with a tip.

  Most DMO’s will have stockpiles of leftover printed guides from 2011 somewhere in a warehouse. Refusing to accept these are remnants of a distance past, they print more than there is demand.

  Here’s an idea. Search for doctors and dentist offices in your key markets and send them a free copy. The combination of bored people waiting for their appointment with the low turnover of magazines in these offices will provide some good reach for relative low investment.

• Marketing, social media, Think! Social Media, Travel & Tourism

  Tap into people’s passion

  12.02.11 | Permalink | 1 Comment

  A contestant for a contest we’re running for the Powder Highway tattooed “ski bum” on his butt in the hopes to win (see full video).

  

  At Think! we believe marketing should be relevant and add value to people’s lives. We believe in tapping into the passions of niche audiences by offering remarkable experiences relevant to that niche.

  When you tap into people’s passion, distance and money means a lot less. People will drive 5 hours to eat some cheeseballs if it means something to them.

  We use this concept when we create marketing campaigns as well. For the Powder Highway contest, the price is very remarkable to people passionate about skiing and snowboarding

  • Season’s passes at 8 ski resorts
  • 4 days of heli skiing
  • 8 days of snow cat skiing
  • 3 months of accommodation
  • a rental vehicle
  • $500 worth of gas

  Remarkable enough to get yourself tattooed.

• leadership, Marketing, social media, Travel & Tourism

  I’ve seen the future of travel media

  08.30.11 | Permalink | 13 Comments

  
  Steve Keenan, online travel editor from the London Sunday Times summarizes Valencia’s unique approach to a media/blogging fam

  Valencia Leads

  A few weeks ago the Valencia Tourism Region hosted a blog trip (#blogtripF1) and it could very well be the new standard for DMOs to model their traditional media trips or media fams after. I was fortunate enough to be invited on the trip.

  Valencia Tourism invited a mix of traditional journalist, travel bloggers, social media travel, web technology and web design professionals. These people of all ages, with diverse skill-sets and interests where hosted on a four day event centred around Valencia and the Formula One Grand Prix.

  It included all the hallmarks of a traditional media trip. Visits to the best restaurants, the top sights, attractions and accommodations. The trip included private guides and behind the scenes tours, all well organized as you can expect from any respectable DMO.

  

  Making the media trip social
  Valencia Tourism innovated the traditional trip by creating a place for these professionals to collaborate, discuss, debate and most of all develop new relationships. Social Media professionals are social by definition and unlike traditional journalists who are more driven by exclusivity, bloggers understand their individual success is strengthened by the success of their relationships and their network.

  Taking advantage of educational opportunities
  The place to kick-off the discussion was at a conference where attendees presented a topic related to their area of expertise (videos of presentations here). The event was attended by many local, national DMO’s and operators. A great way to get Tourism Valencia’s stakeholders access to the knowledge in the group.

  Fostering the creation of networks
  Over the next few days we got to know each other very well. There was enough time and opportunity to do so. We discussed and debated all topics digital travel professionals are interested in. And everything was tweeted in real time of course, creating a surge of Valencia exposure in real time, across many people’s personal and professional networks.

  

  Creating remarkable experiences
  Remarkable experiences turn into social objects, shared in social media. These are the things worth blogging, tweeting and Facebooking about. There were plenty in Valencia. Walking on top of a shark tank, eating the best Paella, incredibly photogenic modern architecture, random bars, more great food and of course the F1 race.

  Remarkable experiences was also the subject of my presentation, summarized in this interview
  

  Build in surprises
  Exclusive access, or including things money can’t buy will generate even more conversations. The trip offered personalized surprises such as a visit to the F1 paddock, a ride down the track in the safety car and even a drive in a converted 3-seater Formula One car for some.

  Results
  The tally so far? By the last count I’ve heard a while back a few dozen blog posts have been written, 61 YouTube videos created, 363 people tweeted 1,558 tweets reaching over 2 million people all around the world while articles in traditional media are being written.

  But the real value is not just the immediate exposure but the fact that Valencia sits at the centre of a strong network of travel bloggers and tourism professionals including their expended networks. Valencia will always be top op mind when I connect with any of the new friends I’ve made.

  Promoting by focussing on building networks and putting yourself in the middle of it. That’s the future. Valencia has re-invented itself over the last years with new tourism attractions, infrastructure and mega-events. They’re doing the same with destination marketing.

  Congratulations Joantxo and Arantxa, you’re setting the new standard for travel media.

  
  Valencia’s City of Arts and Sciences – Photo by Sherry Ott

• Internet, leadership, Marketing

  Lessons for marketers from Googles search team

  08.29.11 | Permalink | Comment?

  Every year Google launches over 500 improvements to its search algorithm. There’s a lot to learn from this video for modern day marketers.

  Focus on your end user
  It all starts with a focus on the user. “Google has made a huge investment in understanding what works for users (3:25)” because “when you align Google’s interests with user interests, good things happen (3:17)“.

  Aligning business objectives with user objectives should sit at the core of any online marketer principles. Without it, you’re sure to fail.

  Keep improving what you have
  Google is obsessed with improving their search product; “we get excited when we hit on an idea what helps a lot of users (3:37)“. Continuous improvements sits at the heart of their culture.

  Traditional marketers spend almost all their efforts before they launch because it’s hard to change things after. Online marketers need to spend the majority of their effort post launch. You receive instant results and it’s easy to change things.

  This includes websites, social media, search, email marketing, etc.

  Base decisions on data, not opinion
  In too many organization, decisions are made based on opinions. Usually a senior person doesn’t like something or receives pressure from a stakeholder with an agenda and want something changed. Or a real problem is being dismissed because it’s invisible (a technology upgrade for example). Rarely does anybody actually look at the data in detail.

  At Google, “a problem identified and hypothesis created (0:35)” and subjected to “rigorous scientific testing (0:53)“, using a trained panel called raters (0:59), live experiments (1:14) and analyzed by a search analyst (1:14). The decission to make the change is then held in a “launch decision meeting (1:47) by the leadership, based on data with an unbiased view”.

  Implementing this at your organization

  These are some key elements of Google’s success. But even when you’re not Google with a large team, here’s what even the smallest organization can do:

  • Always put the user first. Not your manager, not the CEO, not the creative genius at your agency, not that difficult stakeholder but always the user. Fight for your users and make it a non-negotiated principle.
  • Foster a culture of rapid iteration. Change is good and needs to be constant. To streamline the process, remove unnecessary approvals and sign-offs. Trust your team and don’t micromanage. Educate, don’t police and empower staff.  With empowerment and responsibility comes a powerful sense of ownership.
  • Implement a system to collect all feedback; from consumers, from staff, from stakeholders and from your online marketing team looking at the data. Break big problems into smaller pieces and prioritize all feedback based on your objectives.
  • Look at the data and look for evidence. Run tests. Is this a real problem or an unfounded opinion? (bonus: you now have ammunition the next time the same “issue” comes up)
  • Create hypothesis and test them best you can. Through usability, prototyping or A/B testing. Might sound complicated but it doesn’t have to be. A/B testing in SEM is super easy and with Google Website Optimizer, so are web pages.
  • Bring back the data and make a decision.

  The most successful online marketing programs I’ve seen aren’t the organizations with the most money. They’re the organizations that run their programs based on the above.

• Marketing, social media, Travel & Tourism

  Travel Writers vs Travel Bloggers

  07.04.11 | Permalink | 4 Comments

  

  From left to right: Gary Arndt, me, Brooks and Steve Keenan at #blogtripF1

  What’s the difference anyways?

  A travel writer writes movie scripts, a travel blogger writes TV scripts.

  That quote comes from Gary Arndt, author of the Everything Everywhere blog. Gary has been traveling around the world since 2007. He has no permanent home. His website receives more visitors than most DMO’s. He has over 100,000 Twitter followers. Gary is the real deal.

  A travel writer writes a finished piece. It has a beginning, a middle and an end. On a good travel blog one episode leads to the next and the ongoing story makes the visitor come back over and over again. People are drawn in by the ongoing story.

  Awesome.

  For more of Gary’s insights, listen to his podcasts about (travel) blogging.

• Experience Design, Marketing, Travel & Tourism

  Customer Complaints are Awesome

  07.01.11 | Permalink | Comment?

  

  This was one of the messages from John O’Nolan‘s fantastic presentation at the DMO’s and social media conference in Valancia last week.

  John rightfully pointed out that when people care enough about your product, take time out of their day and go through the effort to tell you that you need to fix a problem, it probably means they care and want you to succeed.

  This is a huge opportunity. Fix the problem, invite them back and you might have a customer for life, and an advocate for your business.

  That’s marketing.

  I can’t wait for his book ‘Designing Emotion‘ to come out.

• leadership, Management, Marketing, social media, Travel & Tourism

  Tapping into influencers passion

  06.29.11 | Permalink | Comment?

  

  Most people don’t know I’m a huge F1 (Formula One) fan. I watch every qualifying session and every race, ever time. I’m depressed in the off-season.

  It started when I was a teenager. On Sundays, me and my Mom would always watch the races together. I don’t remember how it started but it was our thing and it has always stayed with me. Even after I left Europe and moved to Canada where F1 fans are few and far between.

  I frequently get asked to speak about tourism marketing at places around the world. It’s very flattering that people are interested in what I think and have to say. In the tourism marketing community, I suppose I’m some sort of influencer. Unfortunately I can’t make it everywhere. I try, but I have to pick and choose.

  I met Joantxo Llantada from the Valencia Region Tourist Board at the ENTER conference this year. I presented a case study about our marketing for the 2010 games at Tourism BC and he presented a fascinating case study about his F1 blogtrip. So I told him I was an F1 fan.

  A few months later he sent me this tweet.

  

  The decision was very, very, very easy. Come to Valencia to do a presentation and visit the F1 race? Uh… yeah!

  Connect with somebody’s passion and they’re easily convinced. Joantxo uses the F1 to bring influencers together for a conference and a blog trip. For 4 days we explored the (awesome) city of Valencia, had great food and inspiring conversations. An awesome mix of the biggest bloggers, journalists, social media marketers and digital professionals. From young to old and from all over.

  It was educational and inspirational. More about that in the next few days.

• Experience Design, Marketing, social media, Travel & Tourism

  Meh

  05.31.11 | Permalink | 1 Comment

  I often hear from hotel operators that negative reviews on Tripadvisor usually aren’t from their typical customers. A 4-star hotel receives bad reviews from customers who got a deal on a discount website because of high parking fees and the expensive restaurant. A family oriented hotel receives bad reviews from business traveler who complain about the noise from the kids playing in the pool.

  I use the chart below in some of my presentations:

  

  There are a lot of people will love your product and a lot of people who probably won’t. The people who love of hate your product are the people who will talk about you in social media. The people in the middle shrug their shoulders and won’t mention you either way.

  Two lessons from this chart:

  1. Stop marketing to people on the right side of this bell curve. They might deliver short-term cash flow but hurt your business in the long run.
  2. Moving the curve a little bit to the left will increase the number of positive conversations and grow your business through word-of-mouth.

   

• Experience Design, Marketing, Think! Social Media, Travel & Tourism

  In business to make memories

  04.25.11 | Permalink | 3 Comments

  I think it was Michele McKenzie who said at Online Revealed Canada that people in the tourism industry should realize they’re in the business of making memories first and putting heads to beds second. I agree.

  If you haven’t seen Simon Sinek’s TED video below, you really should. His book is a worth a read as well.

  Simon’s hypothesis is simple. Businesses communicate wrong. They communicate WHAT they do, then HOW they do it. Instead they should communicate WHY they do things, then HOW they do it, then WHAT they do. When you inspire people about WHY you do things, the how and what makes more sense.

  At Think! we believe we can make people’s lives better by making tourism experiences better, one destination or product at a time. We do this by working with DMO’s and tourism product operators, helping them create remarkable products and market them to the niche audiences that truly love them. We have a methodology and we offer strategic development, training, products and delivery services to achieve this.

  Why should somebody visit your destination or business? Don’t tell me because you have the best food, the best golf, best art scene or the cleanest rooms. That’s WHAT you do. And everybody else claims the same thing.

  Disney themeparks are in the business of making “magical” memories for families. Vegas is in the business of making memories that “stay in Vegas” to anybody but families. They both know their WHY and so does everybody who works there, and their customers who visit know it as well.

  What’s your WHY?

William Bakker's Destination Marketing blog