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online course in responsible tourism development session #04

Luca D’Angelo

Communication and

Web marketing

+Agenda

1. Destination Image and Destination Brand

2. The Role of Marketing Communication and Promotion

3. How to work on Marketing communication

4. Web marketing

3+Destination image and destination brand

Marketing communications can be an excellent tool for selling vacations and other products and services, but not for manipulating fundamental cultural precepts like national image

For the travel and tourism industry, destination image is fundamentally important.

That’s why it’s critical to work on destination image and destination band You do not change people’s perceptions of a

country with advertising. You change people’s perceptions by finding the truth, finding an idea that embraces that truth and putting it through everything they do.”

Wally Olins

4+Destination image charateristics The images are nothing more than the simplification of a large

number of associations of ideas and bits of information related to a particular place

Are "products of the mind", assembled to try to examine and "essentialize" a large amount of data.

An image is essentially a very personal perception of a destination, variable from individual to individual. Different people may have different images of the same place.

Destination images are usually stereotyped gain clarity and a univocal character together with the increase of the

amount of information regarding the country. are more differentiated and complex for those who have already

visited the place.

5+How destination image formsTourism promotion, and

tourism experience (word of mouth)

Exported products and services, which act as

powerful ambassadors (food, art crafts..)

The policy decisions of the country’s government

cultural exchange, cultural exports and

sport

The people of the country: politicians, media and sports stars well as the

population in general

Business audiences, the way the country promote investment, and recruit foreign entrepreneurs,

workers, researchers and students.

Source: Simon Anholt

6+From destination image to destination brand

Destination image is a key element, probably the most relevant, of a destination brand

The term ‘brand’ is often misunderstood. We use the term ‘destination brand’ to refer to a destination’s competitive identity.

Destinations around the world are increasingly recognising the importance of their brand as the source of their international competitiveness.

Those that do not clearly understand, articulate and apply their brand essence and values in marketing communications and behaviour will fall behind their competitors.

7+Destination brand key aspects

It is what makes a destination distinctive and memorable. It

differentiates the destination from all others

Represents the core essence and enduring

characteristics of a destination

Is the DNA that defines the destination. It should run

through every act of marketing communication and behaviour by the DMO

and the destination’s stakeholders.

Is a dynamic interaction beetween the destination’s core assets and the way in

which potential visitors perceive them. It only exists

in the eyes of others.

Source: Simon Anholt

8+What is not a brand?

a product a logo a slogan or

strapline

imagery a marketing campaign

9+Country Logos..Are all Brands?

10+How to develop a destination brand Branding is for everyone . All destinations should, develop a brand,

regardless of the size of their marketing budgets. Big budgets only buy greater audience penetration. They do not buy better brand values.

A destination should focus on its core market segments when developing a brand

Different Stakeholders should be involved in developing the brand.

Building a destination brand requires answers to the following questions on behalf of potential visitors: - What are the main things I like about the destination? - What sort of place is it? - How does it make me feel? - How would I describe it in one sentence? - What makes it different from all other destinations?

11+The New Zealand Way

New Zealand is recognised as perhaps the world’s place brand pioneer and most successful case of nation branding “The New Zealnd Way”

The nation position itself the following the concept of “Being at one” and focusing on its natural environment, youthful energy and quality

A clear marketing proposition, built on a strong set of brand values, based on nature and adventure, which were vigorously and consistently marketed trough the slogan = “100% Pure”

New Zealand’s advertising powerfully conveys these values by projecting an engaging youthfulness, an unspoilt natural environment and the prevalence of adventure activities

The key factor of New Zealand Destination brand success: partnership across different sector commitment to well-resourced marketing campaigns, the courage to stick with the core idea (nature) for several years (10), to enable

New Zealand to position as the world capital of adventure tourism and unspoilt natural scenery.

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14+The role of Marketing Communication

A brand is the fundamental building block from which all marketing communications and behaviour should flow,

The main role of communication: help to quickly change the collective

imagination of those who do not know the destination and to increase tourist flows;

Link sustainable tourism products to market

15+Develop a Communication Strategy

Work on Destination Brand

and Positioning

Choosing the right mix of promotional

tools

16+Type of promotion, different communication

• Any paid form of non–personal presentation and promotion by an identified sponsor where the target audience is potential visitors

• Television • Radio • Outdoor • Internet • Travel publisher

Consumer advertising

• Any paid form of non–personal presentation and promotion by an identified sponsor where the target audience are firms in the travel trade

• Trade magazines and newspapers

Trade advertising

• Use of professional salespeople or sales representatives to prospect, target, communicate, sell and service one–to–one with trade customers

• Trade shows, exhibitions and events, Trade familiarisation tours • Meetings, conventions and incentive, sales management

Personal selling to the

trade

Source: Dore and Crouch

17+Type of promotion, different communication

•Programmes and incentives designed to facilitate and stimulate sales within a specific timeframe

•Travel trade planner guides • Promotional partnerships and alliances

Sales promotion

partnership

•Use of salespeople to assist consumers with information and presentation•Telephone call centres • Tourist information kiosk

Personal selling to

consumers

•Programmes and activities designed to create a positive image and customer preference through independent media or third–party endorsement

•Visiting journalist programmes • media familiarisation tours • Newsletters and magazines Video and photograph libraries • News releases • Trade relations anddatabases • Information kits

Publicity and public

relations

•Direct interaction with consumers or trade for orders, reservations and relationship building

•Telemarketing • Direct mail • Electronic commerce

Direct Marketing

Source: Dore and Crouch

18+Communicating Tourism Products why? Explain and

reassure

Bridging the gap

Create 'awareness'

Facilitate the purchase

Inform

Make tangible the tourism

product

19+Brochures and print Material It works if…

have impact in the public

draw attention

be exposed (tourist offices, fairs, resorts, Adv)

avoid ending up in the trash without being read

be "readable" and "understandable"

interest and attract the reader

be appropriate for the target goal

20+Using better Images Keep the focus on people and experience

Think carefully about your target market for your photographs.

Show off your best assets, such as scenic views, products, food etc.

Include people in your photography naturally enjoying themselves to bring images to life. Show people engaging in activities ( cooking, walking..)

Demonstrate a variety of experiences in one shot if possible.

Don’t shoot lonely landscapes and don’t have just one person on their own in an image. Show a number of people interacting or engaging in an experience.

Don’t use an image of something that you cannot offer, you will disappoint a potential customer and open yourself up to negative publicity in future.

21+Writing your textSells the experience, not just the destination

The tone should be conversational to create a one-on-one conversation with the reader. Use first person references where possible, addressing the reader directly.

Where possible, use a local voice to relate the story and provide insights.

Use present tense in your text, particularly editorial, to maintain a sense of currency.

Keep the style active, using emotive verbs and sensory adjectives to help give readers a feel for what they will experience from your product or destination.

Showcase the experience Try and teach the reader something new about the product or destination and emphasise what makes it different

22+Some tips for responsible tourism communication

Disseminate messages emotionally strong, constant and consistent, so to

reinforce each other

Focus on the on the visitor experience. What makes the destination unique? Help

potential tourist to imagine the view at sunset or taste the traditional meal with a

local family.

You don’t need to spend billions! Coordinate your communication activities, involve local stakeholders, promote your

experience trough digital marketing

Use a light hand with the “sustainability” and “responsibility” language. Even though we all know how

important this is , stay focused on the experience and the destination.

Never underestimate the power of word of mouth advertising

There is nothing like a third-party endorsement given without any commercial interest . Travelers are looking for honest,

practical information from trusted sources, and that will drive their travel choices

23+Web MarketingWhy everybody is talking about it

Access to a huge global audience of potential new customers;

Comparatively low cost of entry;

Cost effectiveness compared to traditional forms of marketing, such as advertising;

The ability to measure and analyse the effectiveness of activity in a timely manner;

Automated processing of enquiries and bookings, reducing the need for ‘manpower’ and labour.

24+Digital marketingNot only your websites

Online advertising; Search Engine Marketing and Search Engine

Optimisation

Social networking and user-generated content

Videos, Podcasting and vidcasting;

Smartphone; Geo search maps;

Email and viral campaigns.

25+Website at the center of marketing communication activities

Integrate your online and offline marketing activities.

Ensure your website has a consistent quality and theme with your other promotions work constantly on integration, making sure your marketing campaigns join together with your website.

Ensure your web address is on all your communication materials

Make sure you know the exact purpose of your website and ensure this is reflected in its design.

Develop methods of analysis to measure success as number of downloads on particular pages etc.

26+Website at the center of marketing communication activities

Use content rich web pages to rank higher on search engines

Include new technologies such as video, vidcasts/podcasts and images on your website and name them with relevant keywords to improve searchability try to be search-friendly

Change the content regularly to keep it fresh

Use email and viral marketing writing dynamic text to promote action and highlight experiences Always have “calls-to-action” in your emails.

Start an e-newsletter to ask for email addresses and build a list, keep your brand constantly in front of your prospective customers, offer new promotions each month, build and strengthen relationships.

27+Search Engine Marketing

•Working on the technical 'soul' of the site in order to position it very high in searches•Change or improve keyprase, keywords, description, title

Search Engine Optimiz

ation (SEO)

•setting up an online advertising campaign•High flexbility

Pay per click

advertisiment (PPC)

why is so important?

28+The differences

SEO

•takes time•no traffic controll•no per click payments•large exposure•difficult to achieve top ranks for multiple keywords•best for long terms campaign

PPC

•instant results•flow of traffic can be controlled by fixing a daily budget•pay for every click•less exposure•can compete for as many keywords•best for short terms campaign with high realization value

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Keywords advertising/PPC

30+Main step of a PPC campaignworks effectively with budget between 5000 e 10.000 euro

1 • Setting up campaigns goals and expected results

2 • Run a deeply keywords research and chose the right keywords for our campaign

3 • Create the campaigns working on: ads message, keywords bid price, timing

4 • Build or optimize landing pages

5 • Start the campaign going live

6 • Let the campaign run its course depending on the budget available and on main goals

7 • Track results measuring ROAS (return on Ad Search) and fine tune your campaign on a weekly basis

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Thank you very much!Luca D’Angelomail: luca.dangelomail@gmail.comskype: luca.rocksteady

+Conversating

with your market

NEXT WEB GOES SOCIAL

Contribution by international expertFrancesco Falcioni, Web DepartmentTrentino Marketing S.p.a.

+Agenda

1. Social …? About social networks

2. How do I speak social, to say what?

3. Facebook: free tools to tell your stories

4. Someone does it already

5. Linkography

+Different ways you get to peopleSocial …? About social networks

Owned media

  where brands speak about themeselves and their product in a totally controlled way

i.e.: website, mobile site

Paid media

where brands buy visibility in order to convey a message that interrupts user’s experience

i.e.: banner, tv ads, press

Earned media

everywhere interested people get information about a brand, a product and the whole environment that builds the experience of that product

i.e.: blogs, word of mouth

social networks

Forrester Research about digital marketing strategy:

+How does social information work?Social …? About social networks

Social Networking Use of communities and social platforms of interest to connect to others.

Theory is as easy as this: Check out video

Social networking sites = social mediaTools for sharing and discussing information.  You can use Social Media to facilitate Social Networking. 

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your products, your habits, your history/ies. Tell them how your destination can help them feel better.

non commercial posts, don’t speak only about yourself. people are not looking for your brand, they are looking for experiences.

conversation is not only speaking about yourself, but trying to stimulate involvement. Contests, quizzes, asking for personal experinces or whatever your creativity suggest you can stimulate people to react.

Moderate yourself with moderation. Remeber you are speaking to your market in a ‘off the records’ environment

Your destination has stories to tell

From call to action to call to reaction..involve!

Stories for reactionHow do I speak social, to say what?

HINT: set down your editorial plan (copywriting), then translate it in pieces of story (social editing)

+Social language and actions

ACTIONS

You can invite people to act (clic, watch, see) but you also need to tell them to react (or resonate) to your content (share, like, comment, spread). People’s reactions get visibility for your pieces of story, and stimulate word of mouth.

LANGUAGE

Language is different from official speaking, and far from journalistic one.

It is everyday language turned to hypertext. It uses emoticons rather than lenght (but not too many ;) ) to vehicle tones and intentions.

How do I speak social, to say what?

+Don’t miss the must: facebook

More than 500 million active users

There are more than 250 million active users currently accessing Facebook through their mobile devices

More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

watch: how to build your brand on facebook

Facebook: free tools to tell your stories

+All social media in one mediaFacebook: free tools to tell your stories

Picture albums and videos to tell your stories and gather their experiences

• Publish an event to let them know it exists and that your destination is active and dynamic

• Tagging and messages to invite them and get attention

Notes and forum to make them know, discuss and become your network

Places and deals to be with them on site, give them adivce and offer them discounts (still beta). Get the most out of their smartphones!

• Custom applications to entertain them with your creativity

• Social ads: bring your page directly to your target using facebook ads (paid CPC or CPM)

• OPEN GRAPH PROTOCOL: adapt your website for bringing your pages inside facebook, and facebook inside your pages

+LOVE UK EXPERIENCESomeone does it already

Easy going language

Mix of information, promotion, entertainment

Custom game apps to involve in main events

Use of application to take advantage of geolocation AND mobile

+Linkography

About social media: http://www.examiner.com/networking-in-national/social-media-vs-social-networking-what-s-the-difference http://wearesocial.net/ (http://wearesocial.it/blog/2011/04/la-conversazione-gli-influencer-levoluzione-di-quattro-tipi-media/ ) https://www.facebook.com/press.php http://www.forrester.com/rb/search/results.jsp?N=0+100+133001&s=1&cm_re=Navigation_010710-_-research_subnav-_-free

_research http://mashable.com/social-media/ http://mashable.com/category/facebook/ http://www.independent.co.uk/life-style/gadgets-and-tech/news/munroes-map-for-social-networksrsquo-lost-souls-2111356.ht

ml

Some good facebook destination pages https://www.facebook.com/LoveUK (official UK page) https://www.facebook.com/purenewzealand (official New Zealand page) https://www.facebook.com/tirol (official page fopr Tirol, Austria – mainly german) https://www.facebook.com/VISITFLORIDA (official page for Florida) https://www.facebook.com/visittrentino.it (official page for Trentino, Italy – mainly italian)

Some ‘How to facebook’: Create a fanpage on facebook (first you must have a facebook profile to link to it). Follow the wizard. Create an event on facebook Use and create pictures albums on facebook Bring facebook in your website, your website into facebook (Open Graph Protocol)

Language and and sociality:

http://www.cluetrain.com/

+Thank you

Being on social network is like keeping a pet.it takes a little of your time everyday but it can give big satisfaction