the rix factor - make the most of your destination
DESCRIPTION
Presented at the Annual Conference of the Latvian Association of Hotels & Restaurants, the presentation aimed to provide an insight on methodologies and tools to make the most of the '2014 Capital of Culture' opportunity. November 2013.TRANSCRIPT
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THE RIX FACTOR MAKE THE MOST OUT OF YOUR DESTINATION
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CULTURE
NATURE
EVENTS
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TOURISM, TRAVEL AND TRAVELLER ARE NOT THE SAME ANYMORE
LOW COST FLIGHT WEB ACCESS
SOCIAL MEDIA
HAVE DRAMATICALLY CHANGE OUR WORLD
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ALMOST ANYONE CAN NOW
BE INFOMED BE INFLUENCED
TRAVEL
INDEPENDENTLY
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REASONS TO TRAVEL
BUSINESS LOVE & FAMILY
EDUCATION PASSIONS
ALL EQUALLY WORTH
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IMPRESS EXPLORE LIVE MEMORY
Prospect client is “captured” by the signals that suggest an «experience»
Client start “exploring” all the possibilities that might be «experienced»
Client lives the «experience» and make the most out of it
Client remember the «experience» and wish to share it with its pairs
THE CUSTOMER EXPERIENCE
TOO OFTEN, TOO MUCH ATTENTION JUST ON THIS PHASES!
«A mental journey that leaves the customer with memories of having performed something special, having learned something or just having fun»
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THE CUSTOMER EXPERIENCE
COMPETITIVE ANALYSIS OF EACH DESTINATION UNIQUENESS & VALUE PROPOSITION
MARKET SEGMENTATION
DESIGN OF WOW FACTORS AND EXPERIENCE STRATEGY
DEFINITION OF THE ‘EXPERIENCE CIRCLE’ AND EXPERIENCE TOUCHPOINTS
DETAILED DESIGN OF EXPERIENCE TOUCHPOINTS
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THE CUSTOMER EXPERIENCE
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VALSUGANA, NORTHERN ITALY
TOURISM EXPERIENCE: BEST PRACTICE/1
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TOURISM EXPERIENCE: BEST PRACTICE/2
LOOKALS - ITALY
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THE MOST AMAZING EXPERIENCE!
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THE RECOGNITION OF A SET OF VALUES
THE OPPORTUNITY TO SET IN MOTION A VALUABLE PROCESS OF FURTHER
DEVELOPMENT
A CHANCE TO INCREASE ATTRACTIVENESS AND BRAND PERCEPTION
REPRESENTS
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YOUR GOAL: EACH TRAVELLER, AN AMBASSADOR!
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EVENTS OBEY DIFFERENT NEEDS
Fight the ‘low season syndrome’ Enable a ‘long tail’ concept Allow economic diversification Boost country global image Enhance community identity and pride
EVENTS & DESTINATION
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EVENTS COMBINATION OF FACTORS
E
INFRASTRUCTURE
VALUE PROPOSITION
EXPERIENCE
CULTURAL HERITAGE
ENTERTAINMENT
COMMUNICATION
LOCATION
TRADITIONS
SKILLS & CAPABILITIES
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…ORGANIZED so to generate an OFFER which is
CONSISTENT COHERENT
OMOGENEOUS CLEAR & EASY
(enough to steer buyers’ choice)
EVENTS COMBINATION OF FACTORS
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EVENT MANAGEMENT AS A ‘SYSTEM’
INTERNAL
Events as a business ‘ecosystem’
EXTERNAL Events as a system of people an relations
HOW TO
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COORDINATION
PROMOTION
Sales Organization Training
Know the demand
Communication policy
International
relations
International projects
External Communication
Build a strong image
Involve Stakeholders
Combine needs
Value Chain
Dialogue Quality
standards
Involve new partners
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MAPPING Market – Customer – Resources - Competences COLLABORATION From ‘individual’ to ‘common’ EXPERTISE From ‘personal’ to ‘shared’ Enhance community identity and pride
EVENTS AS A BUSINESS ECOSYSTEM
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INNOVATION TIP: A ‘SERVICE DESIGN’ APPROACH
ADVANTAGES & BENEFITS
COORDINATION Gathers products and actors
PROMOTION Optimized budgeting
SALES Sole customer interface
TRAINING Leverage of skills and core competences
EVENTS AS A BUSINESS ECOSYSTEM
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A METHODOLOGY that uses process and tools developed for product design to help
define and IMPLEMENT SERVICES, too
Boasts an HOLISTIC, USER-CENTERED approach that benefit both organizations
and their relation with the market
INNOVATION TIP: ‘SERVICE DESIGN’ APPROACH
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CENTRALIZED EVENT
MANAGEMENT DEMAND
ATTRACTIONS HOTELS
VENUES
LOGISTICS
T.O.
PUBLIC BODIES
ANCILLARY SERVICES
OTHER Customer Request System of Offer Single Contribution
CUSTOMER INTERFACE
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EVENT MANAGEMENT AS A ‘SYSTEM’
INTERNAL
Events as a business ‘ecosystem’
EXTERNAL Events as a system of people an relations
HOW TO
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OLD TOURISM HOW TO
NEW TOURISM
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OBEY THE NEED – EASY TO USE – SUPPORTED - AUGMENTED
OLD TOURISM
Paid holidays
Economic growth
Cheap Charter Flights
Sun Lust Tourists
Mass Tourism – Package Tours
Large Companies & Operators
FROM PRODUCT
NEW TOURISM
Attention to Sustainability
Informed, demanding clients
Experience Inspired
Integration
Mobile Technologies
Social Communication
TO EXPERIENCE
INNOVATION TIP: ‘EXPERIENCE DESIGN’
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INNOVATION TIP: KEYWORDS
CO-DESIGN – STORYTELLING – EXPERIENCE – PERCEPTION
INNOVATE YOUR PRODUCT KEEP THE
INNOVATE YOUR COMMUNICATION USER
INNOVATE YOUR RELATION CENTRAL
KEEP ADAPTING AND CREATING ALWAYS
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PRODUCT INNOVATION
KNOW YOUR CUSTOMERS!
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COMMUNICATION INNOVATION
GET OUT ON THE WEB!
A WEBSITE IS NOT ENOUGH GOOGLE ADV IS NOT ENOUGH BOOKING.COM IS NOT ENOUGH
GO GET YOUR CLIENTS WHERE THEY ARE
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COMMUNICATION INNOVATION
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RELATION INNOVATION
LISTEN – DO – TEST - IMPLEMENT - REPEAT
COMMUNICATION IS A ‘TWO WAY’ RELATION
SOCIAL MEDIA STRATEGY
BLOG TOURS
‘LOCALS’ ENGAGEMENT
‘LATVIANS ABROAD’ ENGAGEMENT
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GET THE RIGHT TOOL
MOBILE IS KING
BE THERE
KNOW WHO TALKS ABOUT YOU
DEVELOP YOUR OWN TOOLS
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GET THE RIGHT TOOL
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SUCCESSFUL STORIES ARE WORTH REPEATING
*****
(Unsuccessful stories
are worth remembering)
INNOVATION TIP: REPEAT!
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