View
190
Download
1
Category
Preview:
DESCRIPTION
Our presentation from the SW Colorado Tourism Summit 2014. Differentiation begins with your destination. But in today’s complex travel market, your visitor can be influenced by other factors along their journey. This presentation looks at PILGRIM’s Visitor Planning Experience (VPX) model, which helps travel brands attract more interest, enhance their visitors’ planning and onsite experience, and generate repeat and referral business.
Citation preview
Differentiating Your DestinationAn inside look at the Visitor Planning Experience.
1
Denver, Colorado Journey brands
!www.thinkpilgrim.com
@wearepilgrim !!
chris@thinkpilgrim.com !
2
Is the visitor’s planning and buying experience every bit as rewarding as the destination itself?
3
VPXVisitor Planning Experience
4
The Visitor Planning Experience
Re-ExperienceExperiencePlanningAttraction
CRITERIA
GOALS
TOOLS
5
Does your brand inspire people, and is it on their consideration set?
Attraction
Inspiration Motivation Consideration
REACH tools
6
Brand Platform
7
Traditional media (not dead yet)
13 hrs147hrs(Nielsen, 2013)
8
Percentage who trust advertising
55%
Billboards
58%
Radio
61%
TV
62%
Magazine
63%
Newspaper
44%
Search
44%
Online Video
39%
Social Media
35%
Mobile Display
33%
Online Display
Source: Nielsen, 2013 (North American consumers).
9
Other REACH tools
Audiences New MediaMessaging
10
The Visitor Planning Experience
Re-ExperienceExperiencePlanningAttraction
11
Is the visitor’s planning and booking experience fun and enjoyable?
Inform Educate Move Towards Purchase
EDUCATION tools
Planning
12
13
14
Content Discovery
15
The power of video
16
Other EDUCATION tools
Collateral eBooks
17
The Visitor Planning Experience
Re-ExperienceExperiencePlanningAttraction
18
Does the visitor’s actual experience live up to expectations?
Reinforce Enhance Reassure
LOCATION tools
Experience
19
Signage
20
Ambassadors
21
Mobile
22
Other LOCATION Tools
Live Marketing
Location Video
23
The Visitor Planning Experience
Re-ExperienceExperiencePlanningAttraction
24
Does the visitor have ways to relive and share their experience?
Relive Share Make Referrals
RELATIONSHIP tools
Re-Experience
25
Social Media
26
Actions After Returning HomePosted photos
Posted status updates
Posted videos
Wrote a hotel review
Wrote restaurant review
Wrote attraction review
Wrote destination review
Other 2%
6%
7%
8%
15%
6%
13%
21%
Source: Expedia Media Solutions 2013 “Exploring the Travel Content Journey”
27
Other RELATIONSHIP Tools
Loyalty Programs
Email Direct Marketing
28
The Visitor Planning Experience
Re-ExperienceExperiencePlanningAttraction
29
Re-ExperienceExperiencePlanningAttractionIs the planning
experience enjoyable?
Inform Educate
Move Towards SaleEDUCATION TOOLS
Website
Collateral
Content
Retail
Promotions
Does it live up to expectations?
Reinforce Enhance Reassure
LOCATION TOOLS
POS
Signage
Mobile
Ambassadors
Local Patrons
Can they relive and share the experience?
Relive Share
Make ReferralsRELATIONSHIP TOOLS
Social Media
Loyalty Programs
Reviews
Direct Mail
Does your brand inspire?
Inspire Motivate
ConsiderationREACH TOOLS
Message Matrix
Audiences
Media
Advertising PR
Brand Platform
30
www.thinkpilgrim.com
31
Recommended