how travel and tourism brands can market through the visitor behavior cycle
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Roger Hurni, partner and Chief Creative Office at Off Madison Ave discusses how travel and tourism brands can better segment audiences for more relevant, timely and powerful communications.TRANSCRIPT
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Marketing Through The Visitor Behavior Cycle
Roger HurniManaging Partner/Chief Creative Officer Off Madison Ave@RogerHurni
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Marketing throughThe Visitor Behavior Cycle
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Content Marketing
Google Plus
Groups
A SmallWorld
The Marketing RevolutionPrint
TV
Radio
WebsiteOut of Home
Tele-marketing
AddressableVoice
Mobile
SMS + MMS
IM
Search
Online Video
Online Display
PaidSearch
Landing Pages
Microsites
Affiliate Marketing
Wikis
Webinars
Blogs
RSS
Podcasts
Social Networks
Widgets
MobileWeb
Behavioral
Social Media & Ads
GameBranding
InstagramSnapchat
Direct Mail
POS
Niche Social Networks
Apps
YOOnlineRadio
Branded Entertainment
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77
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Google Art Project
Education Revolution
autoawesome
Gem Lovers
College Football
Mom, Pregnancy & New Babies
Anglo-Celtic Cuisine
Bodybuilding
Get Fit
Our World’sWildlife
Plastering & Drywall
Academy of Electronic Music
Parkour
Fantasy Football Central
Television/TV
Tea Lovers
Men & Pets
Skydiving
GeneticGenealogy
Comic Book Community
Ingress
Running Man
Deep Astronomy
The Hunger Games
Social Media Strategy
The Walking Dead Circle
WWE and TNA Fans
Korean FoodNFL Football
Algorithms & Coding
Scuba Diving
Libertarian
WeddingInspiration
Fitness & Weight Loss
Geek Your Home
Versus
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Social Media
WeatherPhotography
Veterans & Active Duty
Beauty
Psychology
Traveling
Hacker News
Read Banned Books
DIY Drones
Game of Thrones Circle
Paper Crafts
Gaming
Cosplay MountainBiking
Digital Scrapbooking
Philosopy of Religion
Thru-hiking
Self Help Punch
Mobil DevicesTrue Blood Circle
Harry Potter
Everything Music
Cakes &Baking
Space
The Photo Community
Makers, hackers, artists & engineers Linux
CyanogenMod
StarWars Android
Development
Android
ExplorationHDR Photography
Landscape Photography
Ubuntu
HTML5Design ForThe Modern
World
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Google+ Photographic Society
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YouTubers!
deviantART Community
NEXUS
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Adsense CommunitySEO Questions
Startup Bootstrappers
Jesus Christ Daily
Cute Pictures of Cats
Every Day Teen PostCinema
Nos Gusta la Música
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Inspirational Quotes Earth
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Eu Acredito em Dues!
PythonWisdom
Healthy Living
Light Box
Top Quotes
Fitness
One Direction
XboxDicas de Beleza
PoesíaDream Vacations
3D PrintingBeautiful Things
Funny Pictures & Videos
150THOUSAND
Google+ Communities
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FacebookYouTube
QzoneSina WeiboWhatsApp
Google+Tumblr
LINETwitter
WeChatTencent Weibo
LinkedInYouKu
InstagramTudou
RenRenPinterest
BadooOrkut
FoursquareVine
vkontakteMyspaceSnapchat
0 400000000 800000000 1200000000 1600000000
World’s largest social networks
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250BILLION
Photos on Facebook
350MILLIONPhotos UploadedDaily to Facebook
4.75BILLIONItems Shared on Facebook Daily
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15HUNDREDPotential Pieces of
New Content
Marketing executives who admit to not using behavioral data.
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0 25 50 75 100
Not Using Behavioral Data Using Behavioral Data
Source: Business Insider
76%
Marketers who actively pushing segmented data and measuring results.
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0 25 50 75 100
Using Segmented Data Not Using Segmented Data
Source: Business Insider
13%
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Despite radical changes in channels and data, people still work in predictable ways.
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SalesBranding Informative
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Sales
Branding Informative
5 Stages of Travel Planning
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BookPlan ExperienceDream Share
Segmented Behaviors
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Talkingto friends
Thinkingabout a trip
ResearchingCreating an
itinerary
In tripplanning
Sharing an experience
Adapting to changes
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Training
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Concernsabout zip line
safety
Researchingfood options
Optionsfor kids
Inquiringabout gear
Sharing withfriends
The New Marketing Cycle isabout creating relevant communicationsbased on moment in time behaviors.
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ARIZONA OFFICE OF TOURISM
Opportunities:
• Take a stronger, more specific stance in order to establish more of an emotional/sensory connection and increase brand impact
• Increase return on investment by focusing on audiences that fit the maximum number of desired behavioral, contextual and geographic attributes
• Leverage the highest ranking differentiators as Arizona’s “ownable space”
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ARIZONA OFFICE OF TOURISM
We have an opportunity to:
• Position activities as part of a well-rounded, memorable vacation experience that are within the reach of target audiences
• Capitalize on Arizona being less structured and manufactured
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ARIZONA OFFICE OF TOURISM
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MMGY Portrait of the
American Traveler
Longwoods Image
Research
Sojern data
Data analysis:visitation,
media habits
SMARI Image andPositioning
Study
Qualitative interviews
GfK/MRIconsumer insights
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NewspaperMagazineLocal SitesOut of HomeTelevisionSocial Media
SearchTravel NicheBehavioralSocial Media
Arizona GuideAdvertorialSponsored Content
OTAConquestSearch
Email NurtureSearchAPI Open TableTripAdvisorTravelzooSocial Media
EmailForward to a FriendBanner
Email NurtureSearchTripAdvisorTravelzooSocial Media
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Share your story
Inspiration
Intent
Pre-booking
Post-Booking /In-market Planning
Re-engagement
Move each customer from Awarenessto Decision to Confidence in that decision.
Consumers no longer followa predetermined linear path.
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NurtureConversation SaleExposure Advocacy
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The consumer does not have to follow a prescribed sequence of events.
She creates her own personalized path of interest to her, at whatever degree of relevant detail.
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NurtureConversation SaleExposure Advocacy
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Nurture
Conversation
Exposure
Exposure
Sale
AdvocacyNurture
Conversation
Nurture
Conversation
Each behavior trigger point requiresfour key components.
Sensory:Has a visual, touch, auditory, smell, or taste cue.
Emotional:Delivers an emotive connection to the experience.
Intelligent:Creates an exchange of relevant, useful information.
Congruent:Base information exchange on individual actionsand in parallel to the need.
The promise of the brand happensat the marketing level.
The execution of a brand happensat an operational level.
And the management of a brand happensat the consumer level.
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The consumer is your brand managerand in control of the experience.
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We are moving into a “Post-campaign Era.” - Forrester Research
Percent of Millennials that don’t trust email.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
38%
Percent of Millennials that don’t trust digital ads.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
49%
Percent of Millennials that don’t trust information in branded apps.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
36%
Percentage of Millennials are more likely to share information with a brand they trust.
58Source: SDL
60%
Percentage of Millennialswilling to share more personal data if it means more relevant offers to them.
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54%
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Marketers need to prepare for the futurenow with a strategic approach to collecting and using customer data.
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If you are just collecting data and addingit to a database then you are on your wayto becoming extinct.
Sales are easy. Getting a customer for life is hard.
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A marketing strategy isn’t one big campaign executed everywhere.
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It’s lots of small behavior-based campaignsthat change over time as audiences interactwith them.
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Thank you.
ROGER HURNI
Off Madison Avewww.offmadisonave.com
480-505-4500
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