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Innovación local en Turismo: Acciones de Marketing innovadoras. David Vicent Gandía

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EOI · 05/06/2014 · http://a.eoi.es/5vvk

El potencial turístico de Villena se está demostrando también en las actividades del Centro de Excelencia. Empresas hosteleras de larga tradición pero también nuevos establecimientos de hospedaje, al tiempo que empresas de servicios complementarios al turismo (guías turísticos, social media aplicado al turismo, etc.) están participando en las actividades en abierto que desde febrero se han celebrado en Villena. También lo están haciendo en el programa personalizado de consultoría, experiencia que desembocará en un incremento de la capacidad de innovación y competitividad de sus proyectos.

David Vicent Gandia, marketing strategist en Dinamic Brain.

Veröffentlicht in: Business
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Innovación local en Turismo: Acciones de Marketing innovadoras. David Vicent Gandía

  1. 1. 5 de Junio de 20145 de Junio de 2014 Innovación local en Turismo: Acciones de MarketingAcciones de Marketing innovadorasinnovadoras David Vicent Gandía
  2. 2. • Dinamic Brain Smart Agency • Innovación Glocal • Innovación Glocal en Turismo • Aplicaciones • Aprendizajes
  3. 3. Dinamic Brain • Red de Especialistas interconectados: Técnicos y estrategas. • Propuesta: Mejores Enfoques + Mejores Herramientas = Mejores Soluciones• Propuesta: Mejores Enfoques + Mejores Herramientas Mejores Soluciones • Misma metodología global: Rumbo, Ingenio y Eficacia • Monitorización de mejores prácticas globales d l d ó• Modelos propios de Innovación OBJETIVO: Ayudar a la Competitividad real y sostenible de lasy p y organizaciones DIFERENCIACIÓN:DIFERENCIACIÓN: * Red de especialistas Integrados: Un profesional para cada reto * Monitorización y análisis continuo de mejores prácticas ó* Gestión de la complejidad y creatividad
  4. 4. Abordar un proyecto de forma Glocal RUMBO: * ¿Donde Estoy Donde Puedo ir que necesito?¿Donde Estoy, Donde Puedo ir, que necesito? INGENIO: á d* Que mejores prácticas me podrian servir? * Definir Alternativas, tipos de acción. * Construir una acción en la que encaje el puzzle.q j p EFICACIA: * Planificar la secuencia* Planificar la secuencia * Proyectos en linea con el cliente CRM – Gestión de Tareas * Resultados: Posicionamiento, Visibilidad y ventas. ¿ Cual sería el siguiente paso?
  5. 5. Innovación Glocal • Mejores prácticas globales en el sector • Mejores prácticas globales en sectores relacionadosMejores prácticas globales en sectores relacionados • Mejores practicas locales en el sector • Buenas prácticas locales de relevancia. ¿ Que se puede aplicar a este caso que sea ? - Sencillo de realizar, aplicable - Diferenciador - Vinculante con la marca y el territorio- Vinculante con la marca y el territorio - Con capacidad de transcender más allá de lo local , con visibilidad. - Que abra nuevas vías, nuevas fórmulas. - Que sea altamente eficiente
  6. 6. Innovación Glocal en Turismo  1 - Escenario actual del sector Global y Local1. Escenario actual del sector Global y Local 2.- Escenario actual de la organización 3.- Prioridades estratégicas y tácticas í d bl4.- Líneas de acciones posibles • Mejores prácticas en operaciones- Sinergia Tecnológica - Workflowsj p p g g • Mejores prácticas en inteligencia- Social CRM/ CMI - Monitorizacion • Mejores prácticas en marketing – Guerrila- Innovación- Lovemark INNOVACION GLOCAL EN MARKETING TURÍSTICO : CLAVES
  7. 7. Claves en la construcción de Glocal Best Practices Eficacia y Eficiencia de Objetivos Aplicabilidad TécnicaRUMBO PensamientoInnovación Originalidad y Diferenciación Glocal Best Practices de Valor Lean Canvas  Pensamiento Lateral  Innovación Disruptiva INGENIO Glocal Best Practices  de Valor Branding Visibilidad VentasEFICACIA Branding  Visibilidad VentasEFICACIA
  8. 8. ACCIONES GLOCALES EN HOTELES DE LA PROVINCIA • Segmentación Club Areca Friends: Añadir Valor a cada motivación de t i i i destancia con acciones innovadoras. • Acción Mosaico 10.000 Cartulinas Estadio Martinez Valero. • Airport Guerrilla Marketing: Bienvenida a Areca Friends Airport Club. • Acción afinidad de Clubs seguidores grupo “Siempre Así”- Areca Friends. • Blind Love Meetings. Citas a ciegas Huerto del Cura. • “Amor sin Crisis”: Acción Publicity sobre Corebusiness “Amor honesto”• Amor sin Crisis : Acción Publicity sobre Corebusiness Amor honesto . • Huerto del Cura Business Club HSC: Socialización e integración mercado business local. Beneficios a empresa que canalizan a empleados. I ió d it N t ki Cl b HSC i j d d• Incorporación de citas Networking Club HSC primer jueves de cada mes. • Al Santuario, Jávea: Recuperación de recetas romanas de la cocina de la felicidad Mood Food de los siglos IV a VI. Acción Publicity de posicionamiento.
  9. 9. ACCIONES GLOCALES DE ENFOQUE TERRITORIAL EN LA PROVINCIA • Grupo Marjal: Marjal Fun& Leissure Club Tarjeta integradora del ocio en el• Grupo Marjal: Marjal Fun& Leissure Club. Tarjeta integradora del ocio en el territorio. • Plaza Marjal CostaBLanca: Colaboración Publico-Privada , Outlets de comercios de crevillente en plaza marjal Programa Marjal Fun& Leissurecomercios de crevillente en plaza marjal. Programa Marjal Fun& Leissure • Eco-Via Marjal: 17 km entre dos resorts. Eje de desarrollo Eco-Destino Marjal Lifestyle. Eje desarrollo y conector de actividades marjal. C i G M j l Lid ti i t I i i ti• Campings Grupo Marjal: Liderar un sentimiento en comun.Iniciativa www.megustaelcamping.com • Estrategia y Tecnología www.VisitAltea.es : Estrategia de contenidos y M d l d d l i l ió l b i d lModelo de agregadores tecnologicos para la construcción colaborativa del contenido de atracción Online. Modelo integrador Publico-Privado para la promoción Online. Portal Oficial Turismo de Altea.
  10. 10. Areca Friends: Programa anual por club 
  11. 11. Elche C.F. Areca Sport Club 
  12. 12. Areca Friends Airport Marketing 
  13. 13. Areca Friends: Grupo Siempre Así. 
  14. 14. Huerto del Cura: Blind Love Meetings
  15. 15. Posicionamiento e Impactos
  16. 16. Amor sin Crisis 
  17. 17. Huerto Social Club #HSC Business  
  18. 18. Networking Thursdays #HSC 
  19. 19. Al Santuario: Ancient Mediterranean Mood Food 
  20. 20. Otros ejemplos Territoriales:  Caso de marca articuladora del territorio
  21. 21. Eco‐Via Marjal : Eje de Desarrollo de Ecodestino
  22. 22. Club dinámico de ocio y diversión * Puntos de venta Internos del Grupo * Red de comercios asociados * Cli Al j d C i l* Cliente Alojado Camping‐Bungalow * Cliente externo de la zona * Ocio para cliente inmobiliario
  23. 23. Marjal Fun  “Zumba Session” . Promoción abierta
  24. 24. Marjal Plaza: Colaboración Publico‐Privada
  25. 25. Liderar un sentimiento en común : Lovemark
  26. 26. #EnjoyAltea
  27. 27. Tecnología Agregadora para la construcción colaborativa del Contenido
  28. 28. Escaparate comun y gratuito de promoción 1.-Enviar contenido a los gestores para VisitAltea.es ( Valores coordinados) 2 -Enviar contenido a gestores para post en Altealifestyle com2. Enviar contenido a gestores para post en Altealifestyle.com 3.-Enviar contenido a gestores sobre eventos para enjoyaltea.com 4.-Gestionar su propia ficha y ofertas en www.IneedAltea.com d l5.-Etiquetar contenido en twitter con #EnjoyAltea 6.-Etiquetar Fotos en Instagram con #EnjoyAltea 7.-Referenciar Check Ins en FoursQuare con #EnjoyAlteaQ j y 8.-Compartir Pines en pinterest VisitAltea 9.-Subir sus eventos al grupo #EnjoyAltea en Facebook 10 Subir fotos Inspiradoras a VisitAltea Facebook FanPage10.-Subir fotos Inspiradoras a VisitAltea Facebook FanPage 11.-Crear colaboraciones originales #EnjoyAltea ( Paddelsurf+ Gastronomía) 11.-Proponer acciones conjuntas público-privadas ( Caso Cerveza Nispra)
  29. 29. Resultados Mejor Reputación Online de la Costa Blanca según Trivago España 2014. Impactos generados a diario por turismo de Altea, multiplicados x3 en 2 años. l bú d l dOptimo posicionamento Google búsquedas relacionadas. Verano 2013: + 11% de Ocupación y + 8% aumento de consumo en municipio.p y p Altea ha aprendido a coordinar sus acciones de visiblidad de forma cada vez más valiosa y a coste decrecientemás valiosa y a coste decreciente.
  30. 30. Promoción Publico‐ Privada con valores comunes * 40.000 botellines * 12.000 visitas Web por QRp Q * Distribución experiencial de  la marca VisitAltea
  31. 31. Social Table La Serena‐ Altea : Plan para uno
  32. 32. Conclusiones
  33. 33. Muchas gracias! David VicentDavid Vicent david@dinamicbrain.com @David20

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