The soul never thinks without a picture. Aristotle

FORWARD Travel & Tourism Marketing MasterclassAthens – 23 October

Michael Leander’s Masterclass in Greece attended by 65 top marketers from the Tourism &Travel Industries. Organized by The Institute of Communication and supported by SETE, Marketing Greece and H Hotels Greece

FORWARD Travel & Tourism MarketingMasterclassAthens – 23 October

How do most people make buying decisions?

With logic With emotions

10:00 Part 1 – Trends & Interactive Exercises

11:00 Break & Group Hug11:15 Trends continued + content concept and social

13:30 Lunch14:15 Create a great booking experience with maximum impact – Ricardo Alencastre, virtual presentation

15:00 Coffee break15:30 Integrated marketing + Toolbox

17:30’ish The End

Interactive workshop

2 pieces of paper decides your outcome

To do and reminder

To do right after the workshop Your reminder list

The purpose of marketing is to acquire, convert,

sustain and grow customers whom then in

turn will attract other customers through

referrals

DIRECTION- purpose- strategy

- tactics

- execution

- measure

11

It is never about channels or platforms, but all about understanding …

> exactly what you want to achieve> when you want to achieve it> how you are going to achieve it

> Which details you need to pay extra attention to in order to accomplish what you want

@michaelleander#fwtourism2013

facebook.com/michaelleandernielsen

Pinterest.com/michaelleander

Email: michael@michaelleander.me

Let’s show how social we are

• Foursquare: Check-in to “Forward: Greece Travel Marketing Masterclass”

• Twitter: Use hashtag #fwtourism2013

Get fat –eat less

Complexities of a market place, complicates travel decisions

• Trust > is it safe, can I trust information given?

• Hear say > 1st, 2nd, 3rd hand information

• Alternatives > ABOA (Attributes, Benefits, Objections, Answers)

• Accessibility > Flights, domestic transport

• Infrastructure >

• Perceptions> cost, environment,

• Name & brand > A country, a region, an island, a city, a bar?

Your elevator pitch

• Pitch 3 important areas related to marketing & sales you want to fix within 6 months

• Write in bullet form

• 2 people to present their “pitch”

My elevator pitch

1. …

2. …

3. …

4. …

5. …

The Power Of A Name

Good or bad brand name?

Cola in Ghana - What is the problem?

What is the problem?

Lumia in Spanish? Peugeot in South China

Biao zhi

Extra large bags in Finland Snow in Iran

Your name

ONLINE

Reputation

Accessible

Own it !

SEO technical

Your name in context

Globally / Locally

www.namechk.com

Thoughts about branding andfinding your unique value proposition

1. What defines you?

2. What describes you?

• How can you link that to the overall Greece brand?

• What are the consequences of locking what defines you in respect to the different markets you address?

Which reads the most words

pr minute – the eye or the ear?

2.500 words per minute 125 words per minute

The eye reads 20 times faster than the ear @michaelleander

Visuals stir emotions in a heart beat

People talk about pictures, share them, LOL at

them

Make sure the message is somewhat

relevant to your brand / offering

WHAT DOES THE PICTURE ECONOMY MEAN FOR YOUR MARKETING ACTIVITIES?

Meet Good ‘ol AIDAA = Attention (Awareness)

I = Interest

D = Desire

A = Action

Challenge: from eyeballs

to reel interaction?

Make sure you include USP’s

and/or branding when appropriate

Call to action: Links and

descriptive text needed

Stir an emotion

Attention

Interest

Desire

Action

Your market is both men and women. You can only use one picture. Which do you choose?

Man also known as male Woman also known as female

Can we set a new

world record

together?

Your target prospect is exposed to

6000 advertising messages every

single day

Buyers are becoming more and more cautious

Trust is critical

Remember your trust emblems(positive associations, testimonials etc.)

Trust icons- established- size / volume- testimonials- association membership- awards

Short attention span, loads of intrusion- how do you cut through the clutter?

Brain filter

Do I know you?Do I need you?

Can I trust you?

How do you avoid being bottom of mind

Unique passionateemotionalauthenticfocused

interactivemeaningful

…

How to get into the Mind Box?

Transparency & trust

Relevancy

Significant changes in the age of discovery

Customer intimacy

Multichannel mix

Immediacy

Direct to consumer

The biggest change is what?

Touch is

the biggest change

Trends driving 2014 and forward

Marketers don’t spend enough time trying to understand movements in buyer behavior changes

Key trends changing buying behavior

• Traditional buying behavior = easy to map

Key trends changing buying behavior

The new shopping experience

• Often starts in search

• Increasing percentage starts in mobile search

• M-commerce on the rise in Western world

• F-commerce expected to take off

Understand the customer buying processes and how social plays a role, if any

Mapping the buying process

Try this exercise (use your own situation or the one below):

Product Marketing academy

Pricing € 5.000 + potential travel expenses

Target audience Senior and junior marcom management, CEO’s of SMB’s

Benefit Accredited, international and local trainers

Delivery Physical room and virtual rooms

Changes in buying behavior impactsthe sales cycles tremendously

OTS* high to get a reaction

No sex on the first

date

*OTS = Opportunity to see

Referral & recommendation

Latency increase

incubationtime

But I am ready !

OTS = Opportunity to See must increase

• Remember: people take longer time to make a decision• Higher frequency will not hurt you as long as you are well established in the Mind-Box• In email marketing, be sure to differentiate messages based on open, clicked, no action

THE OTS CHALLENGE

Message Action

Message Message Message Message Message Action

Increase opportunity to see by 3, 5, 10

Start & hooked

Engaged & interacting

Stop and transact. Or pause.

Google’s remarketing (AdWords)

Match content and offers to stages –use persona’s if relevant to your situation

Prerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want to accomplish

Think about

top, mid and

end of funnel

and focus

ferociously

on the end

goal, short

and long

term

69

Bottom of funnel is where the action takes place –

engagement need to drive your audience towards

the bottom of the funnel

The Danger of Band

Wagon & The

Urgency of Mobility

New opportunities to interact and get a response from your

audience using QR codes (or not)

Me too, me too, me too,me too, me too, me too !

Drink and scan –if you can !

Scan and download a book

But why mobility

now?

Quick fix: Social and mobile are intrinsically linked

The Urgency of Mobility &

Opportunities in 2nd Screen

New challenges,

new opportunities

Touch

Does she scroll?

• Average pixel length of a vertical scroll?

Responsive web design – make sure you deliver a good to great experience across all devices

Responsive websites

Laptop viewNavigation (1) and Sectors (2)

are in one format for the typical

user (laptop/desktop).

Smartphone viewResponsive design takes the Navigation

and Sector callouts and formats it

automatically to give easy access for the

mobile user).

1

2

Check your own website on your smart phone

or tablet. Are you happy now?

Content recommendations on mobile (Google Plus)

Prioritise video in your mobile optimised site.

Video content highly effective for engagement & conversion

Social media and mobile marketing

• Have a single goal in mind for

each channel

• Optimise each social presence for

mobile (e.g. Facebook apps)

• Time your mobile focused posts

• Favour image and location based

marketing

• Use mobile apps to manage your

account and activity

What is SOLOMO?

Community engagement – picture economy

• The secret lives of luxury shoes

• Photos are submitted through Instagram using the hashtag #BGShoes

• Image is placed on Bergdorf’s map of Manhattan

Gamification- adds interaction, repetition & sharing

… deeply personal

www.lumosity.com

Mobility & 2nd Screen

2nd screen opportunities

Google Currents- automated publishing- increase readership- experiment with“tabletized” publishing

-opportunity to attracta new audience- serve existing audience better

How does mobile & relevant ”time and place offers” tie in with the overall customer experience and your webpresence

Automated campaign a

massive success ... In Turkey

• Sign-up via qualification

• IVR

• Different Axe girl calls every day

Think: Solves a real problem in a fun way(service) and generates continous awarenesss

7 proven senses to consider for yourdigital marketing activities

• Lust; the anticipation of pleasure, (which we crave)

• Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle

• Alarm: the threat of negative consequences, which demands immediate response

• Prestige: symbols of rank and respect, which earn us status and admiration

• Vice: rebellion against rules, which tempts us toward “forbidden fruit”

• Trust: certainty and reliability, to which we give our loyalty

• Commonsense; use your commonsense

Which senses do this Westin

mobile add play on?

Mobility is everywhere and is becoming the de facto standard for finding stuff

• Think about Google Maps & Places (be there)

• Think about Google Plus (Google +)

• Think about Facebook & Places

• Think about Foursquare

• Think about Location Based Services

• Think about how hard it is to find good interactive apps about Greece in general

What is there to think about?

Mobile

App

Mobile

Web

Can work well as a

client retention tool

Stronger at driving

call to action through

push messaging

Ideal for digital

coupons, special user

events and offers

(local, regional)

Good for engaging

new prospects

Cheaper and quicker

to market

Provide an additional

touch point

Mobile

Ads

Targeted

Performance based

Drive traffic,

downloads and

conversion of any kind

5 Minute ExerciseWhat can you do (or what can Greece do) to leverage mobility

– Describe an idea or a project, which will help your brand (or the brand of Greece) attract more customers or retain/grow customers

Experience

Subject: Things you want to know about your stay with us

The experience starts and ends with marketing

The ways to share content, influence

and opinion have exploded

109

CONVERSATION ECONOMY

Your customers are talking about you –question is; are you part of the conversation?

111

How can you get your

customers to review

your facilities on

video?

112

Reviews: Answer

every single review –

personalize the

answer, add value

AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action

EngagementShare is goodAction is best

Like is NOT a currency, engagement is @michaelleander

The power of social is in the share

Page likes 5.000

Shared 222

Reach 23.168

Clicks ?

Likes 74

Call to action

The Power of Paper

Make the onsite share easy - > and make it count

Think about

- Images

- Shared text

- How to make the share convert

Now & Next Generation Online Presence centers around ….

Customer journey /& persona driven

approach

•Align content to solve customer needs

•Differentiate based on prospect & customer status + win-back

Content in context

•Match buying vs. selling cycles

•Relate content to campaigns

Community engagement

•Establish stickiness

•Social engagement

•Attract, sustain & grow membership based community

Engagement & campaign

automation

•Personalized

•Relevant conversations

•One data repository

Prerequisite = Strong backoffice

… but Nothing beats the Feel Good Feeling

Listen & React

Real time media buying

And .. REDISCOVER TRADITIONAL MEDIA

ROMI / Accountability

No more 80%

Big Data or Small Data?