building an integrated marketing machine
TRANSCRIPT
BUILDING AN INTEGRATEDMARKETINGMACHINEAn Educational Presentation
Your Presenter:
Ryan Thompson Chief Executive Officer + Partner, Aria
[email protected]@ryanathompson
We are brand storytellers that run a full-service agency,
excelling in the travel, tourism and real estate markets
2007 Travel Planning
2015 Travel Planning
2015 Travel Planning2013
2015 Travel Planning
“Consumer self-discovery leads all else. The consumer is in control.
“The world has lost its mystery
WHY IS THIS IMPORTANT:BECAUSE MODERN
TRAVELERS ARE SEEKING NEW ADVENTURES AND THEY’RE INCREASINGLY CHOOSING THE ROAD
LESS TRAVELED
AND WHY YOU CARE:2ND & 3RD TIER
DESTINATIONS ARE THE ROAD LESS TRAVELED.
NEW SURPRISE AND DISCOVERY EXISTS ALMOST
EXCLUSIVELY THERE
Introduction
BUILDING AN [INTEGRATED]MARKETINGMACHINE
“MATCHING LUGGAGE” IS NOT INTEGRATION
INTEGRATION CAN BE AS SIMPLE AS A SIMPLE THREAD
Integration isn't about saying the same thing in different channels.
It is about taking a unique aspect of the brand and tying it to a consumer insight that is
powerful and engaging, delivered appropriately
WHY IS THIS SO CRITICALLY IMPORTANT?
MODERN MARKETING TRUTH #1CONSUMERS ARE IN CONTROL AND THEIR CONTROL IS INCREASING!
MODERN MARKETING TRUTH #2MOST CONSUMERS DON’T WANT TO SEE OUR ADVERTISING!
MODERN MARKETING TRUTH #3TRAVELERS TRUST REVIEWS FROM COMPLETE STRANGERS MORE THAN BRAND ADVERTISING!
“– 2014
Millennials are driving meteoric demand for new travel content
Case Studies
Reenginner your Approach
1. Fanatic focus on consumer behaviors
2. Embrace mobile empowerment
3. Empower consumer self-discovery
4. Promote a Seamless experience
4 COMMANDMENTS OF TOURISM MARKETING IN 2015
1.Fanatic focus on consumer behaviors
1. Read skift.com for industry news and trends 2. Follow Think with Google 3. Read eMarketer.com for general marketing news 4. Dissect your Analytics and compare to previous
1.Fanatic focus on consumer behaviors
1.Fanatic focus on consumer behaviors
1.Fanatic focus on consumer behaviors
Many of today's brands will become irrelevant after failing to recognize that the millennial consumer is a generation of people, not just a niche "youth" market. Millennials will not turn into generation X when they turn 35, but will take with them all the brand preferences and media habits they have today.” - Spencer Baim, chief strategic officer, Vice Media
2. Embrace Mobile Empowerment
THINK MOBILE FIRST
2. Embrace Mobile Empowerment
MOBILE IS A SEPARATE
CHANNEL TO DESKTOP / TABLET
2. Embrace Mobile Empowerment
AND NOW, THIS.
3. Empower Consumer Self-Discovery
PUBLISH STORIES THAT ENTERTAIN,
ENDEAR AND BRING VALUE
3. Empower Consumer Self-Discovery
BE PART OF THE CONVERSATION, IN
REAL TIME ON MESSAGE
4. Promote a Seamless Experience
OMNI-CHANNELOFFLINE, ONLINE,
PHYSICAL
Integrated Planning
TAKE ACTION
Your value proposition must simply answer two questions: Why do I exist and what difference does it make to my audience’s life? This must be the beginning of your effort because without it, you could be improperly positioned. Its ok to be aspirational but be sure you are realistic enough to fulfill those aspirations.
KNOW THYSELF.1
Define your metrics
We think they should be: 1) Awareness
2) Engagement3) Conversion
Objective:Awareness{ ‣ Website traffic volume
‣ Website traffic referrals ‣ Inbound links from third-parties ‣ Inbound search volume ‣ Email subscriber database growth ‣ Social friends, followers, fan volume ‣ Social share of voice / Influence ‣ Earned media coverage
Objective:Engagement{ ‣ Website time on site
‣ Website repeat visits ‣ Website bounce rate ‣ Social friends engagement ‣ Social sharing ‣ Recommendations ‣ Reviews ‣ Email opens / clicks
Objective:Conversion { ‣ Ecommerce Sale
‣ Website inquiries ‣ Third-party hotel booking ‣ Visitor guide download ‣ Website goal conversions ‣ Contest entries
TAKE ACTION
Content must never be the afterthought in marketing. Following your value proposition, define the messaging and topics that are relevant to your initiatives.
TAKE A CONTENT FIRST APPROACH2
THE MODERN MARKETING MIX
TAKE ACTION
Build personas that capture the essence of your individual audiences. State their likes, desires and how you want your brand to make them feel.
KNOW YOUR AUDIENCE3
TAKE ACTION
We’ve all heard debates about “the greatest story ever told”. The best stories do in fact have a beginning, middle and end. Your job must be to frame compelling stories within the realm of your campaigns.
TELL STORIES4
BUILD YOUR CALENDAR AND RUN IT LIKE A
MAGAZINE
CONTENT PILLARSWRITE ONCE, USE MANY
CREATEBUT ALSO CURATE
TAKE ACTION
Paid Media is simple one of a number of distribution channels for our content stories. Concept your campaign, get the story right and then determine how to distribute it.
MEDIA SUPPORTS THE CONTENT. PERIOD.5
TAKE ACTION
Be clear on your desired outcome at every interaction.
CONNECT TO DRIVE TO A POINT OF CONVERSION6
5,000,000 impressions for $5,000! What a deal, right? The reality is that impressions alone are as worthless as the junk mail in your mailbox. Impressions are not a signal of positive ROI. Meaningful engagement metrics are monumentally more important.
DEMAND MEANINGFUL OBJECTIVE-BASED REPORTING7
TAKE ACTION
Q&Awt
ariaagency.com @ariaagency
Aria is an award winning Dallas-based independent full service agency with more than a decade in destination, real estate and economic development marketing
An Educational Presentation
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