Michael Leander's marketing masterclass in Athens was attended by 65 travel and tourism marketers. The full-day event covered trends in travel marketing, content creation, customer experience design, and social and mobile strategies. Attendees participated in interactive exercises and workshops on developing an elevator pitch, mapping the customer journey, and leveraging mobility. The masterclass emphasized understanding customer behavior, building trust, engaging customers in conversations, and focusing marketing activities on the customer experience.
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Tourism and travel marketing masterclass with Michael Leander: Athens, Greece
1. The soul never thinks
without a picture. Aristotle
FORWARD
Travel & Tourism
Marketing Masterclass
Athens – 23 October
Michael Leander’s Masterclass in Greece attended by 65 top marketers from the Tourism &
Travel Industries. Organized by The Institute of Communication and supported by SETE,
Marketing Greece and H Hotels Greece
3. How do most people make
buying decisions?
With logic
With emotions
4.
5. 10:00 Part 1 – Trends & Interactive Exercises
11:00 Break & Group Hug
11:15 Trends continued + content concept and social
13:30 Lunch
14:15 Create a great booking experience with maximum
impact – Ricardo Alencastre, virtual presentation
15:00 Coffee break
15:30 Integrated marketing + Toolbox
17:30’ish The End
12. It is never about
channels or platforms,
but all about
understanding …
> exactly what you want to
achieve
> when you want to achieve it
> how you are going to
achieve it
> Which details you need to
pay extra attention to in order
to accomplish what you want
17. Complexities of a market place,
complicates travel decisions
• Trust > is it safe, can I trust information given?
• Hear say > 1st, 2nd, 3rd hand information
• Alternatives > ABOA (Attributes, Benefits,
Objections, Answers)
• Accessibility > Flights, domestic transport
• Infrastructure >
• Perceptions> cost, environment,
• Name & brand > A country, a region, an island, a
city, a bar?
18.
19. Your elevator pitch
• Pitch 3 important areas related to marketing &
sales you want to fix within 6 months
• Write in bullet form
• 2 people to present their “pitch”
30. Thoughts about branding and
finding your unique value proposition
1. What defines you?
2. What describes you?
• How can you link that to the overall Greece
brand?
• What are the consequences of locking what
defines you in respect to the different markets
you address?
31. Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute
125 words per minute
The eye reads 20 times faster than the ear @michaelleander
40. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
41. Challenge: from eyeballs
to reel interaction?
Make sure you
include USP’s
and/or branding
when appropriate
Stir an
emotion
Call to action:
Links and
descriptive
text needed
59. The new shopping experience
• Often starts in search
• Increasing
percentage starts in
mobile search
• M-commerce on the
rise in Western world
• F-commerce
expected to take off
61. Mapping the buying process
Try this exercise (use your own situation or the one below):
Product
Marketing academy
Pricing
€ 5.000 + potential travel expenses
Target audience
Senior and junior marcom management, CEO’s of
SMB’s
Benefit
Accredited, international and local trainers
Delivery
Physical room and virtual rooms
62. Changes in buying behavior impacts
the sales cycles tremendously
No sex on
the first
date
Referral &
recommendation
OTS* high to
get a reaction
Latency
increase
incubationtime
*OTS = Opportunity to see
64. OTS = Opportunity to See
must increase
• Remember: people take longer time to make a decision
• Higher frequency will not hurt you as long as you are well established in the Mind-Box
• In email marketing, be sure to differentiate messages based on open, clicked, no action
68. Match content and offers to stages –
use persona’s if relevant to your situation
Prerequisites
> Profile insights
> Content to match
> Good database &
marketing execution
system
> A clear objective
driven plan on what
you want to
accomplish
69. Think about
top, mid and
end of funnel
and focus
ferociously
on the end
goal, short
and long
term
Bottom of funnel is where the action takes place –
engagement need to drive your audience towards
the bottom of the funnel
69
83. Responsive web design – make sure you deliver a
good to great experience across all devices
84. Responsive websites
1
2
Laptop view
Smartphone view
Navigation (1) and Sectors (2)
Responsive design takes the Navigation
are in one format for the typical
and Sector callouts and formats it
user (laptop/desktop).
automatically to give easy access for the
mobile user).
Check your own website on your smart phone
or tablet. Are you happy now?
86. Prioritise video in your mobile
optimised site.
Video content highly
effective for engagement &
conversion
87. Social media and mobile marketing
• Have a single goal in mind for
each channel
• Optimise each social presence for
mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based
marketing
• Use mobile apps to manage your
account and activity
89. Community engagement – picture
economy
• The secret lives of
luxury shoes
• Photos are
submitted through
Instagram using the
hashtag #BGShoes
• Image is placed on
Bergdorf’s map of
Manhattan
94. Google Currents
- automated publishing
- increase readership
- experiment with
“tabletized” publishing
-opportunity to attract
a new audience
- serve existing audience
better
95. How does
mobile & relevant
”time and place
offers” tie in with
the overall
customer
experience and
your
webpresence
96. Automated campaign a
massive success ... In Turkey
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss
97. 7 proven senses to consider for your
digital marketing activities
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and
makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands
immediate response
• Prestige: symbols of rank and respect, which earn us status
and admiration
• Vice: rebellion against rules, which tempts us toward
“forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
99. Mobility is everywhere and is becoming
the de facto standard for finding stuff
•
•
•
•
•
•
Think about Google Maps & Places (be there)
Think about Google Plus (Google +)
Think about Facebook & Places
Think about Foursquare
Think about Location Based Services
Think about how hard it is to find good
interactive apps about Greece in general
100. What is there to think about?
Mobile
Web
Mobile
App
Good for engaging
new prospects
Can work well as a
client retention tool
Cheaper and quicker
to market
Stronger at driving
call to action through
push messaging
Provide an additional
touch point
Ideal for digital
coupons, special user
events and offers
(local, regional)
Mobile
Ads
Targeted
Performance based
Drive traffic,
downloads and
conversion of any kind
101. 5 Minute Exercise
What can you do (or what can Greece do) to
leverage mobility
– Describe an idea or a project, which will help your
brand (or the brand of Greece) attract more
customers or retain/grow customers
114. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share is good
Action is best
Like is NOT a currency, engagement is @michaelleander
115. The power of social is in the share
Call to
action
Page likes
5.000
Shared
222
Reach
23.168
Clicks
?
Likes
74
117. Make the onsite share easy - >
and make it count
Think about
- Images
- Shared text
- How to make
the share
convert
118. Now & Next Generation Online
Presence centers around ….
Customer journey /&
persona driven
approach
• Align content to
solve customer
needs
• Differentiate based
on prospect &
customer status +
win-back
Content in
context
Community
engagement
• Match buying vs.
selling cycles
• Relate content to
campaigns
• Establish stickiness
• Social engagement
• Attract, sustain &
grow membership
based community
Prerequisite = Strong backoffice
Engagement &
campaign
automation
• Personalized
• Relevant
conversations
• One data repository