COCAL 2016 Keynote Evolving and Protecting the Destination Brand
•
2 gefällt mir•660 views
New brand development strategies for destination marketers
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Andere mochten auch (20)
Ähnlich wie COCAL 2016 Keynote Evolving and Protecting the Destination Brand
Ähnlich wie COCAL 2016 Keynote Evolving and Protecting the Destination Brand (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
COCAL 2016 Keynote Evolving and Protecting the Destination Brand
- 1. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS EVOLVING AND PROTECTING THE DESTINATION BRAND @bmacdfw TRANSFORMATIONAL OPPORTUNITIES IN DESTINATION MARKETING Bruce MacMillan President/CEO Bandwidth
- 2. THANK-YOU FOR ASKING ME TO SPEAK. I KNOW I AM THE LAST SPEAKER AND ITS A VERY COMPLEX SUBJECT THAT TYPICALLY CREATES DIFFERENCES OF OPINIONS —> EVERYBODY HAS OPINIONS ON BRANDING SO HERE I STAND A BIT INTIMIDATED BY THE FACT THAT THERE I AM GOING TO TALK ABOUT DESTINATION BRANDING IN FRONT OF LATAM’S EXPERTS ON A FRIDAY AFTERNOON BEFORE HAPPY HOUR GIVE OVERVIEW OF WHAT I AM GOING TO TALK ABOUT: - TALK ABOUT WHAT A BRAND IS - TALK ABOUT WHAT DESTINATION BRANDING IS AND THE ROLE OF DMOS I HOPE TO SHARE A PERSPECTIVE ON HOW DESTINATION BRANDING HAS EVOLVED AND WHERE ITS GOING WITH SOME EXAMPLES OF STRATEGIES THAT DMOS ARE SUCCESSFULLY USING TO BUILD THEIR DESTINATION BUSINESS PERFORMANCE AND ALSO THEIR VALUE IN THE COMMUNITY…THIS ISN’T GOING TO BE A HOW-TO BECAUSE DMOs CANNOT REALLY BUILD A BRAND BUT THEY CAN HELP GUIDE ITS EVOLUTION AND PROTECT IT, AND I WILL SHOW SOME EXAMPLES OF HOW DMOs ARE DOING JUST THAT… THIS IS NOT GOING TO BE AN ADVERTSING CRITIQUE AND I’VE TRIED TO USE EXAMPLES THAT I HAVE HAD SOME ROLE IN DEVELOPING WHERE POSSIBLE TO PROTECT THE INNOCENT AND THE GUILTY… @bmacdfw
- 3. @bmacdfw SO LETS GET OUR HAPPY HOUR SESSION ON BRANDING GOING SHALL WE… HANDS-UP DOES ANYONE SEE A BUNCH OF BRANDS ON THIS SLIDE. GOOD…THEN I’VE BROUGH THE RIGHT PRESENTATION…
- 4. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS BRAND A unique promise kept over time. — Brian Collins, Collins A brand is a simple mental model that represents, collectively, what people feel, think and say about a product, service or company, and where meaning is established over time through consistent positive experiences and engagements. — Elizabeth Talerman , Nucleus FEELING ESTABLISHED THROUGH CONNECTIONS ITS NOT A N AD CAMPAIGN, A LOGO OR A TAGLINE @bmacdfw
- 5. “” “OUR CUSTOMERS WANT TO KNOW WHERE APPLE FITS INTO THEIR WORLD.” @bmacdfw
- 6. GREAT BRANDING INSPIRES THE STORY @bmacdfw
- 8. STUDY RESULTS: Only 5% of people remember sales pitch statistics… 63% of people remember sales pitch stories @bmacdfw
- 9. @bmacdfw
- 10. DESTINATION BRANDING City branding refers to all the activities that are undergone with the purpose of turning a City from a location into a destination. Successful branding can turn a city into a place where people want to live, work and visit. — Robert Jones, Wolff Olins DESTINATION BRANDING IS ALL ABOUT EXPERIENCES AND ACTIVITIES THAT TAKE PLACE IN A DESTINATION…THAT HELP THAT FEELING TO MANIFEST…WITH PEOPLE THAT LIVE IN THE DESTINATION AND ALSO THOSE THAT VISIT THATS EVERYTHING FROM THE BUILDINGS WE CONSTRUCT TO THE ART WE CREATE TO THE FOOD WE EAT AS DMOs WE TEND TO LOOK AT BRANDING AS THE MARKETING CAMPAIGNS WE CREATE AND THE MESSAGES WE BROADCAST. AD AGENCIES AND COMMITTEES DON’T CREATE A DESTINATION BRAND…THE PEOPLE THAT LIVE THERE DO @bmacdfw
- 11. DESTINATION BRANDING IS ABOUT DEVELOPING AN AUTHENTIC AND CONSISTENT EXPERIENCE THAT INSPIRES GREAT STORIES. INSERT APPLE EXAMPLE SLIDE @bmacdfw
- 12. THE ROLE OF DESTINATION MARKETING IS TO CONNECT THE DESTINATION STORY WITH THE VISITOR’S MINDSET. WHAT DOES THAT MEAN TO A VISITOR? @bmacdfw
- 13. @bmacdfw
- 14. TODAY…WE ARE STRUGGLING WITH OUR ROLE IN DESTINATION BRANDING. @bmacdfw
- 15. @bmacdfw THE EVOLUTION OF BRANDING AND DESTINATION MARKETING @bmacdfw
- 16. @bmacdfw DESTINATION BRANDING APPROACH 1.0 (1900-1950) Simple, central awareness message Trusted information source Exclusive proprietary knowledge Broadcast communications @bmacdfw
- 17. @bmacdfw EXPERIENCE GOVT/ BUSINESS STORY MESSAGE/INFORMATION AUDIENCE BRANDING BY INFORMATION BROADCAST BRAND CONSTRUCT DESTINATION BRANDING APPROACH 1.0 (1900-1950) @bmacdfw
- 18. @bmacdfw
- 19. @bmacdfw
- 20. @bmacdfw DESTINATION BRANDING APPROACH 2.0 (1960 —> ) Logos and taglines Media-centric Channel control Information publishing Frequency and reach INSERT TRAVEL EXPLOSION SLIDE @bmacdfw
- 21. @bmacdfw INFORMATIONEXPERIENCE GOVT/ BUSINESS STORY DMO BRAND MARKETING MESSENGER VISITOR1 MEDIA CHANNEL MESSAGES DMO AS DESTINATION BRAND MESSENGER THROUGH CHANNEL CONTROL AND INTERMEDIARY MANAGEMENT TRANSACTIONS FEEDBACK BRAND CONSTRUCT VISITOR2 VISITOR3 DESTINATION BRANDING APPROACH 2.0 (1960 —> ) @bmacdfw
- 22. @bmacdfw@bmacdfw
- 23. @bmacdfw
- 24. @bmacdfw@bmacdfw
- 25. @bmacdfw THE BRAND WAS WHAT WE SAID IT WAS WE TRIED TO MANAGE THE BRAND THROUGH ADVERTISING @bmacdfw
- 26. @bmacdfw CUSTOMERS TAKE CONTROL Universal connectivity to information Overload of choices and messages Local business goes global Rise of User Generated Content/social networks. Customers want direct connections to the brand @bmacdfw
- 27. @bmacdfw INFORMATIONEXPERIENCE GOVT/ BUSINESS STORY VISITOR2 MEDIA CHANNEL MESSAGES TRANSACTIONS FEEDBACK BRAND CONSTRUCT VISITOR1 VISITOR3 DESTINATION BRANDING APPROACH 2.0 (1960 —> ) INFORMATION INFORMATION MANAGING THE BRAND THROUGH MESSAGING ALONE HAS BECOME COMPLEX AND INEFFECTIVE. DMO BRAND MARKETING MESSENGER @bmacdfw
- 28. @bmacdfw THE DMO CAN NO LONGER MANAGE THE BRAND THROUGH ADVERTISING AND TRADITIONAL MARKETING @bmacdfw
- 29. @bmacdfw “Conventions in CITY DESTINATION are more than meetings. They’re opportunities to connect with innovative chefs, gallery owners in the Arts District farmers at the Market and brewers at the Trail and more. And the reimagined convention center is at the heart of it all. With more space and an open, modern design ready in 2017, attendees will love the location and find excitement just steps away.” “With 1.3 million sq ft of meeting space, we have room for large or small groups. We’re accessible, welcoming over 50 international flights every day. Meet in a city with a dynamic technology sector and a deep entrepreneurial spirit.” — Real 2016 destination ad copy @bmacdfw
- 30. @bmacdfw THE DMO CAN NO LONGER MANAGE THE BRAND THROUGH ADVERTISING AND TRADITIONAL MARKETING OUR INDUSTRY LOST ITS ABILITY TO TELL GREAT BRAND STORIES @bmacdfw
- 33. @bmacdfw THE DMO CAN NO LONGER MANAGE THE BRAND THROUGH ADVERTING AND TRADITIONAL MARKETING OUR INDUSTRY LOST ITS ABILITY TO TELL GREAT BRAND STORIES LOSS OF TRUST @bmacdfw
- 34. @bmacdfw@bmacdfw WHAT DO WE DO NOW? AH CHINGAUS! @bmacdfw
- 35. @bmacdfw@bmacdfw WHAT DO WE DO NOW? A Strategic Road map for the NEXT Generation of Global Destination Marketing @bmacdfw
- 37. @bmacdfw The future of DMO leadership will be broadened to include destination brand management and destination development. DMOs will need to rethink roles, competencies and relationships, transforming themselves to destination managers in addition to that of destination marketers. DestinationNEXT Phase I Report — July 2014 @bmacdfw
- 38. @bmacdfw DMOs should forge expanded relationships with its community’s economic development and planning stakeholders, collaborating on common objectives and initiatives. DestinationNEXT Phase I Report — July 2014 @bmacdfw
- 40. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS DESTINATION NEXT TRANSFORMATIONAL OPPORTUNITY EMERGES… @bmacdfw
- 41. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS DMOs EVOLVE TO BECOME A BRAND ADVOCATE AND DESTINATION MANAGER @bmacdfw
- 42. @bmacdfw WHAT DOES THAT LOOK LIKE? @bmacdfw
- 43. @bmacdfw INFORMATIONEXPERIENCE GOVT/ BUSINESS STORY DMO BRAND MARKETING MESSENGER VISITOR1 MEDIA CHANNEL MESSAGES DMO AS DESTINATION BRAND STORY-SELLER THROUGH CHANNEL INTERMEDIARY MANAGEMENT TRANSACTIONS FEEDBACK BRAND CONSTRUCT VISITOR2 VISITOR3 DESTINATION BRANDING APPROACH 2.0 @bmacdfw
- 44. @bmacdfw EXPERIENCE GOVT/ BUSINESS/ PUBLIC STORY NEW BRAND CONSTRUCT TRANSACTIONS FEEDBACK DMO ASSUMES ROLE AS DESTINATION EXPERIENCE ADVOCATE AND PRODUCT DEVELOPMENT COLLABORATOR THROUGH ONGOING STAKEHOLDER ENGAGEMENT MARKETING MARKETING VISITOR2 VISITOR1 VISITOR3 NEW STORIES NEW EXPERIENCES NEW PARTNERS AND POLICIES DMO BRAND ADVOCATE DESTINATION EXPERIENCE MARKETING DESTINATION NEXT TRANSFORMATIONAL OPPORTUNITY @bmacdfw
- 45. @bmacdfw BENEFITS OF BRAND ADVOCATE ROLE Expanded focus on the overall destination experience helps build business sustainability Consistent and integrated projection of the destination experience and brand essence DMO positioned as leader in bringing community and marketplace stakeholders together Expanded community visibility for DMO’s community value contributions @bmacdfw
- 46. CHALLENGES OF BRAND ADVOCATE ROLE Expanded scope of focus in the community Requires non-traditional DMO skill sets Long-term performance measurement horizon Non-transactional success measures Product development could require additional business risk @bmacdfw@bmacdfw
- 47. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS THE DMOs FUTURE ROLE IN DESTINATION BRANDING WILL BE AS MUCH ABOUT CREATING THE STORY AS TELLING IT. @bmacdfw
- 48. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS THE FUTURE IS HERE @bmacdfw
- 50. @bmacdfw TOP DESTINATION NEXT ACTIVATION STRATEGIES • PLAY CENTRAL ROLE IN ADVOCACY AND PROTECTION FOR THE DESTINATION • CONNECT VISITOR EXPERIENCE WITH QUALITY OF LIFE OF RESIDENTS • GREATER ROLE AS CULTURAL CHAMPION OF DESTINATION • PARTICIPATE IN BUILDING NEW VISITOR EXPERIENCES • BALANCE NEED FOR GROWTH WITH RESPONSIBLE AND SUSTAINABLE DEVELOPMENT • PLAY A GREATER ROLE IN POLICY AND PRODUCT DEVELOPMENT • MY NATIONAL TOURISM ORGANIZATION WILL ENCOURAGE LOCAL BRANDS @bmacdfw
- 53. @bmacdfw NEW ORLEANS Connecting Tourism to Community Quality of Life @bmacdfw
- 54. @bmacdfw CANADA Community Engagement with the Brand @bmacdfw
- 55. @bmacdfw AUSTRALIA Activating Visitor Story-Telling More than 330,000 people from 196 countries around the world expressed interest in the six dream jobs with more than 40,000 video entries being uploaded. 45% increase in web visits and A$200M in publicity @bmacdfw
- 58. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS GRAPEVINE Product Development @bmacdfw
- 60. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS VANCOUVER Responsible and Sustainable Development @bmacdfw
- 61. SYDNEY Brand Integration with Economic Development @bmacdfw
- 62. YOUR THOUGHTS ON LEADERSHIP IMPLICATIONS EVOLVING AND PROTECTING THE DESTINATION BRAND @bmacdfw TRANSFORMATIONAL OPPORTUNITIES IN DESTINATION MARKETING Bruce MacMillan President/CEO Bandwidth