FutureBrand | BTO 2016 | Branding and destination marketing
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BTO 2016 | Day TWO 1° dicembre Main Hall Internazionale WHY! Branding and Destination Marketing – from awareness to conversion, strategies for success http://www.buytourismonline.com/eventi/futurebrand/ http://www.buytourismonline.com/ Viaggi e Turismo è un settore di mercato esigente e competitivo per paesi, regioni, città e luoghi di interesse. Per il futuro successo, i professionisti di Destination Marketing hanno bisogno di includere integrazione strategica e tattica delle risorse e creatività per affermarsi. Capire come sfruttare le risorse e i contenuti del marchio e dare priorità alle risorse di marketing di canale è fondamentale per il successo, in quanto il tempo per “vedere di prenotare” si riduce per i consumatori come potenziali visitatori. Allo stesso modo, costruire una strategia di marchio a lungo termine richiede investimenti che vanno oltre la pura pubblicità o le campagne di pubbliche relazioni. Partecipate alla sessione presentata da Christopher Nurko, Presidente Globale di FutureBrand, che condividerà le intuizioni e i migliori consigli su come pianificare il successo nel marketing di destinazione. Condividendo i risultati di un recente studio sullo State Branding statunitense e basandosi su oltre 8 anni di indagini sul Country Branding, Chris aiuterà i partecipanti a capire la formula ideale per affrontare le sfide derivanti dal loro marchio. Keynote Speaker Christopher Nurko FutureBrand
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FutureBrand | BTO 2016 | Branding and destination marketing
- 1. Branding and Destination Marketing- Why are we here? Chris Nurko, Global Chairman December 2016
- 2. © FutureBrand 2 Branding and Destination Marketing | December 2016
- 3. >> Insert video Marketing ‘Here’ © FutureBrand 3 Branding and Destination Marketing | December 2016
- 4. ∞ Lack of a clear target audience? ∞ Lack of a clear positioning? ∞ Too many features, not enough benefits? ∞ What is the competitive advantage? ∞ Where is the emotional storytelling? ∞ Logo and tag line disconnected as ‘sign off’? ∞ Social media tactics as an afterthought? © FutureBrand 4 Branding and Destination Marketing | December 2016
- 6. Brands ‘Burn’ Impressions © FutureBrand 6 Branding and Destination Marketing | December 2016
- 7. Steve Jobs “THE CHANCE TO MAKE A MEMORY IS THE ESSENCE OF BRAND MARKETING” © FutureBrand 7 Branding and Destination Marketing | December 2016
- 8. 3Ds of destination marketing DISTINCTIVE DIFFERENTIATED DESIRABLE © FutureBrand 8 Branding and Destination Marketing | December 2016
- 9. ∞ Associations with X ∞ Iconic Imagery ∞ Interesting and unusual ∞ Appealing ∞ Unique ∞ Activities ∞ “See myself there, doing that” ∞ From another (comparison) ∞ From what may be known or perceived ∞ Memorable (known for) 3Ds of destination marketing Distinctive Differentiated Desirable © FutureBrand 9 Branding and Destination Marketing | December 2016
- 10. “Branding our destination is a vital strategy – to attract more visitors, to stay for longer and to spend more money” 18
- 11. Stereotypes A widely held but fixed & oversimplified image or idea © FutureBrand 10 Branding and Destination Marketing | December 2016
- 12. © FutureBrand 11 Branding and Destination Marketing | December 2016
- 14. Archetypes JokerOutlaw CreativeHero A typical example of an image present in the sub-conscious that aids storytelling © FutureBrand 14 Branding and Destination Marketing | December 2016
- 15. The role of destination branding © FutureBrand 16 Branding and Destination Marketing | December 2016
- 16. MARKETING FUEL DATA is the new ‘OIL’ © FutureBrand 17 Branding and Destination Marketing | December 2016
- 17. FILMED CONTENT 360 / VR SOCIAL MEDIA WORD OF MOUTH / TESTIMONIALS ADVERTISING GUIDE BOOKS POPULAR CULTURE/ NEWS PROMOTIONS INCENTIVES EVENTS PARTNER BRANDS DESTINATION GUIDE SOCIAL MEDIA WORD OF MOUTH PARTNER BRANDS SOCIAL MEDIA INCENTIVES WORD OF MOUTH DESTINATION GUIDE SOCIAL MEDIA INCENTIVES WORD OF MOUTH INSPIRATION BOOKING/ PURCHASE PLANNING ENGAGEMENT REVIEW Customer journey / User Experience © FutureBrand 19 Branding and Destination Marketing | December 2016
- 18. THINK FEEL APPS WEBSITES / SOCIAL MEDIA BLOGGERS / INFLUENCERS DESTINATION GUIDES ADVERTISING WORD OF MOUTH SOCIAL MEDIA NEWS MEDIA BRANDS WORD OF MOUTH DESTINATION GUIDES ITINERARY PLANNERS TRIP ADVISOR BLOGGERS / INFLUENCERS BOOKING ENGINES /WEBSITES BOOKING ENGINES / WEBSITES DESTINATION GUIDES TRIP ADVISOR ADVERTISING WORD OF MOUTH SOCIAL MEDIA POPULAR CULTURE GASTRONOMY BRANDS YOUTUBE VIMEO SOCIAL MEDIA / WORD OF MOUTH BRAND SITES / ATTRACTIONS EVENTS SOCIAL MEDIA WORD OF MOUTH BRAND WEBSITES SOCIAL MEDIA WORD OF MOUTH DESTINATION GUIDES ? $ Role of channelsRole of channels © FutureBrand 21 Branding and Destination Marketing | December 2016
- 19. BRAND IDENTIFICATION COMMUNICATION PROMOTION CREATE 1) VISION AND MISSION 2) BRAND STRATEGY - POSITIONING - ASSOCIATIONS & MEMORY - FRAMEWORK - ‘PRODUCT’ OFFER - CUSTOMER JOURNEY / UX - CONTENT EDITORIAL PLAN - SOCIAL MEDIA STRATEGY - SEGMENTATION ANALYSIS - PARTNERSHIP STRATEGY - IP PROTECTION STRATEGY 3) BUDGET AND ROI MODEL MANAGE AWARENESS / ASSOCIATIONS SOCIAL MEDIA MONITORING CONTENT CREATION UX METRICS / ENGAGEMENT STRATEGY OWNED / PAID STRATEGY CHANNEL EVALUATION SUSTAIN - EARNED MEDIA STRATEGY - CONTENT CREATION - NEW ‘PRODUCT’ DEVELOPMENT - MULTIPLE STAKEHOLDER MESSAGING THINK FEEL © FutureBrand 22 Branding and Destination Marketing | December 2016
- 20. MARKETING STRATEGY & ASSETS COMMUNICATIONS TACTICS & CHANNELS Data Creativity Content + Target Interest & Engagement © FutureBrand 24 Branding and Destination Marketing | December 2016
- 21. USER GENERATED CONTENT AND RELEVANCE EXPERIENTIAL 365/24/7 ALWAYS ‘ON’ STORYTELLING AND EMOTIONS AT CORE OF POSITIONING ‘STATUS’ VALUE AS CURRENCY Data + Content + Creativity = Engagement & Recall © FutureBrand 25 Branding and Destination Marketing | December 2016
- 22. Storytelling The best and strongest way to link associations with a story and narrative to create awareness and affinity © FutureBrand 28 Branding and Destination Marketing | December 2016
- 23. ∞ BIG AND LITTLE DATA DRIVES CONTENT DECISION MAKING AND CHANNEL PRIORITIES AND 1:1 OFFERS ∞ USER GENERATED CONTENT AND FILMED EXPERIENCE IS THE MOST POWERFUL MARKETING ∞ THE MORE EMOTIVE, HUMAN AND LOCAL THE CONTENT THE STRONGER THE BRAND DESIRE AND DIFFERENTIATION Key insights © FutureBrand 29 Branding and Destination Marketing | December 2016
- 24. ‘HOW?’ ∞ HOW DO YOU SHIFT ASSOCIATIONS? ∞ HOW DO YOU CREATE DESIRE VIA CONTENT? ∞ HOW DO YOU CREATE ‘NEW’ PRODUCT AND LINK TO SEARCH? ∞ HOW DO YOU USE ANALYTICS DO DRIVE SEGMENTATION? ∞ DO DO YOU COMMERCIALIZE CONTENT? HOW DO YOU TURN SOMEONE SEARCHING FOR A VACATION INTO A VISITOR? © FutureBrand 30 Branding and Destination Marketing | December 2016
- 25. Ireland © FutureBrand 31 Branding and Destination Marketing | December 2016
- 26. © FutureBrand 32 Branding and Destination Marketing | December 2016
- 27. FROM STEREOTYPES LEPRECHAUNS RED HEADS SHAMROCKS & GREEN ALCOHOL/PUBS CATHOLICS TO ARCHETYPES SPIRITUAL FRIENDLY LOCALS NATURAL & RURAL INVITING & AUTHENTIC EXPLORERS & MYSTICS © FutureBrand 33 Branding and Destination Marketing | December 2016
- 28. The Hypothesis ‘CONNECT TO VISITOR PASSIONS’ AND ‘BUILD EXPERIENCES’ ∞ WHO IS OUR TARGET? ∞ WHERE DO THEY LIVE AND ‘SEARCH’? ∞ WHAT ASPECTS OF THE ‘PRODUCT’ ARE THEY INTERESTED IN? © FutureBrand 34 Branding and Destination Marketing | December 2016
- 29. Coat of Charms © FutureBrand 35 Branding and Destination Marketing | December 2016
- 30. Prioritise content - 7 Passion Points ∞ BY PASSION/INTEREST ∞ BY SEARCH HISTORY AND PREDICTIVE ANALYSIS ∞ BY GEO-LOCATION © FutureBrand 36 Branding and Destination Marketing | December 2016
- 31. THE ‘WHY’ OF IRELAND © FutureBrand 37 Branding and Destination Marketing | December 2016
- 32. NATURAL & AUTHENTIC SPIRITUAL & FRIENDLY ADVENTURE & DISCOVERY The Archetypes of Ireland © FutureBrand 38 Branding and Destination Marketing | December 2016
- 33. JOYFUL IMMERSION! © FutureBrand 39 Branding and Destination Marketing | December 2016
- 34. Redraw the ‘map’ © FutureBrand 40 Branding and Destination Marketing | December 2016
- 35. 41 Ireland.com RESULTS: 177% UPLIFT IN MOBILE TRAFFIC 32% INCREASE IN VISITS +4M VISITS IN ONE YEAR 1.1M COMMERCIAL SALES FROM SITE +3M REGISTERED VISITORS IN ONE YEAR 2016 - IN TOP 25 GLOBAL DESTINATION WEBSITES © FutureBrand 41 Branding and Destination Marketing | December 2016
- 37. Popular Culture Accelerated New Associations GAME OF THRONES STAR WARS © FutureBrand 43 Branding and Destination Marketing | December 2016
- 38. G.O.T. dividend FOR AN $18M INVESTMENT (6 SEASONS) = $200M+ REVENUE FROM TOURISM “PEOPLE CAME FOR THE GAME OF THRONES AND STAYED FOR NORTHERN IRELAND” – NI SCREEN, RICHARD WILLIAMS © FutureBrand 44 Branding and Destination Marketing | December 2016
- 39. >> Insert video Insert Game of Thrones video G.O.T. video © FutureBrand 45 Branding and Destination Marketing | December 2016
- 40. What we know works... ∞ CLEAR STRATEGIC POSITIONING AND A LONG TERM VISION ∞ A FRAMEWORK FOR ASSOCIATIONS AND SEGMENTATION PRIORITIES ∞ DATA DRIVEN ANALYTICS + CREATIVE IDEA LINKED TO EMOTIVE STORIES ∞ SOCIAL CURRENCY AND CAPITAL AT HEART OF CONTENT ∞ CONTINUOUS MEASUREMENT AND EVALUATION ∞ PARTNERSHIP STRATEGY FOR ASSET MANAGEMENT © FutureBrand 47 Branding and Destination Marketing | December 2016
- 41. Grazie Christopher Nurko Global Chairman FutureBrand Follow me on Twitter: @cnurko © FutureBrand 48 Branding and Destination Marketing | December 2016