destination marketing has changed - how to make it in digital, mobile and new travel behaviour
DESCRIPTION
Marketeers promoting destinations, cities, countries or regions face a tough challenge. Their industry has almost completely changed over the last decade. How can you make the most of your new reality, and how can mobile and digital help you attract more visitors to your area.TRANSCRIPT
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Destination marketing has changed
How to succeed with digital, mobile & new travel behavior
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Traditional discovery is now too noisy and too expensive
Down prioritize: Newspapers, Magazines, Generic advertising (offline/ online), Trade shows
The game has changed
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It’s the only way to get sufficient return from our limited resources
Up prioritize: Inside out marketing, Loyalty, Social sharing, Targeting (interest, demographic, geography)
Relevance and context take their place
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Instead of blanket advertising, like reaching a million people and hope to appeal to 1%
start with the people who already visit you, already know you or already love you
Then they share the word. Discovery has become organic
What’s inside out marketing?
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More service, more information, more sharing opportunity, more above and beyond
New focus: Make existing visitors rave about you
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1Put up statues, signs, wacky and fun stuffthat trigger people to take photos and share
Trigger sharing
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Make an app that is super useful for visitors:‣Offline map‣Travel info‣Currency converter‣Weather‣WiFi spots‣Transport (detailed)‣City card
Utility apps help visitors, even when you’re not there
2
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Travel info isn’t required where you are, but where they are
Identify top 50 spots (cafes, car rentals, airport)
and equip them with WiFi and information
Visitor hot spots3
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Speak to individual passions (films, food, comics, fashion, knitting, sport) and hit people straight in the heart.
Today, most tourism info is generic, that’s because it was expensive to produce and distribute. With digital that has changed
Nicherather than generic4
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The silver service24h tourism hot line - the concierge in your pocket.
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Old: the central pointown material, own sites, come to me, generic info
New: catalyst for empowermentprovide access, curate, facilitate, connect
destination marketeers
get new roles
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Right here,right now!Prepare local business for the new wave.
People travel less prepared, and increasingly search for last minute, local information‣Google search‣Maps‣Location based services
Lobby local travel businesses to use LBS, Google+ and have live, online inventory
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in your new role facilitating access is a priority.
The simplest ways you can do this: 1) Make app which lists WiFi spots
2) Make app but also include offline info & map3) Create wifi hotspot in airport and key locations
WiFi - the mother of all DMO challenges
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Can you enable travelers to buy local SIM cards at key infrastructure points?‣Use their own phones‣Data plans‣Short term deals (1 week / 1 month)‣No paperwork, pay as you go‣Simple setup
Facilitate SIM card buying
SHOW LEADERSHIP
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Free WiFi for the whole city
TRUE LEADERSHIP: LJUBLJANA
Could you lobby the council to offer free wifi? Make them an estimate of what it would gain the city in terms of tourism marketing
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Rent a phoneSingapore offers a service to travelers: Rent a phone for your visit. Comes with data plan, local calls and app with map and info is already preinstalled!
TRUE LEADERSHIP: SINGAPORE
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Aside from the hard work, digital is a DMOs best friend
Mobile and digital give us real insights and data. This enables us to offer right products and message
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Mobile offers direct communication
If you get an app on people’s phones you can send them relevant notifications.
Imagine reaching visitors directly on their mobiles with current tourism info. With touch of a button!
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Include your content on our global travel community
Authentic tips for the very best in food, sights and hotels
We’re experts in building location-based apps for brands and DMOs.
Apps, Maps & smart content CMS
How can we help you?
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Talk to usWe’re happy to do a chat about what you
could do to optimize your business, it won’t cost anything or oblige you