48. TOP-DOWN, BOTTOM-UP
Des-na-on
Top
Down:
BoBom
Up:
This
des-na-on
is
This
des-na-on
is
a
place
where
you
the
place
to
do
can
do
these
these
things
things
niche
niche
niche
niche
niche
niche
77. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
78. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
79. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
80. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
81. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
82. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
83. “This promotion/activity brought out the best in all of us. We
approached total strangers without fear or judgment. We looked
each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and
memorable experience.”
-- Len Stanley
84.
85.
86. "Five years ago social media
was 3% of our total media
spend. Today it’s more than
20% and growing fast."
93. A DESTINATION THAT MARKETS ITSELF
Research
Product Marketing Delivery
Research Recommendations Customer satisfaction
Manage Extend
Feedback
Community Relationship
95. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
96. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
97. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
98. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
99. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk
100. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk
7. Relationships with influencers are key
101. KEY TAKEAWAYS
1. Communication has changed forever
2. We talk about what we’re interested in
3. The shape of the purchase funnel has
changed. Broadcast doesn’t work.
4. You can’t be everything to everyone
5. Forget top-down, focus on bottom up
6. Always listen to consumers before you talk
7. Relationships with influencers are key
8. Consumers draw each other through the
purchase funnel
102. Social
Purchase
funnel
Awareness
Consideration
do not
Intent repea
repeat
t
Book
On Trip
Repeat
Recommend