inspiration for travel agencies from creativity ... · anato. medellín, colombia 01 august 2019...
TRANSCRIPT
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ANATO. Medellín, Colombia
01 August 2019
David Parrish MBA, MCMI, MIC, FCIM, FInstLM, FRSA, Chartered Marketer
Inspiration for Travel Agencies from Creativity, Innovation and the Orange Economy worldwide
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Abu Dhabi in the UAE
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The Lake District in England
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Vanuatu in the South Pacific
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Albuquerque, New Mexico, USA
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On a ship in the South China Sea
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A sporting event in Mexico City
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Two Art Galleries in Ho Chi Minh City,Vietnam
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On a road trip to New Orleans
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Help a small business in the Philippines
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What is 'Creativity' and how can we use it?
Our journey...
What we can learn from other business sectors
What Customers really want
Marketing: Strategy before Communications
How to survive and thrive in a changing world
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Creativity?
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The “Fosbury Flop”
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Containerisation
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Kiva.org: Crowdfunded Microfinance
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Techniques for Creative Thinking
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Learn from other industries
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- No clear definition
The ‘Orange Economy’
- A term that includes the ‘Creative and Digital Industries’
- These are: advertising; architecture; arts and crafts; design;
designer fashion; film and video; interactive leisure software; music;
the performing arts; publishing; software and computer games;
television and radio.
- Creative Economy
- Cultural Economy
- Experience Economy
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“Camisetas y Corbatas”
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“Freemium"
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“Co-opetition"
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Making Money While You Sleep
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Connecting People: The 'Sharing Economy'
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• Innovation
• Minimum Viable Product (MVP)
• Traction
• Pivot
• Fail Fast
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CustomersWhat do they want?
What are they buying, really?
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My Aunty
Customers have changed
Customers are powerful
Customers talk
We can choose…
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Personalisation:It’s all about ‘me’
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Harley Davidson: “What we sell is … “
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Customers want to participate
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We want Stories
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“Marketing Myopia” – Theodore Levitt
Marketing
Marketing is primarily Strategy, not Comms
Understand the customer’s point of view
Find a niche and make it your own
"Chase One Rabbit”
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Reframe the Question
Be Creative !
Learn from other Industry Sectors
Find a problem – then solve it!
Listen to Customers
Serve Customers’ Changing Needs
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Inspiration for Travel Agencies from Creativity, Innovation and the
Orange Economy worldwide
www.davidparrish.com