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THE FUTURE OF DESTINATION MARKETING
Why all marketing is social marketing
Anna Pollock DestiCorp
Presentation to BIT ReiselivOslo, 2009
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THE FUTURE OF DESTINATION MARKETING
Why all marketing is e‐marketing
Anna Pollock DestiCorp
Presentation to BIT ReiselivOslo, 2009
My Purpose TodayTo help you survive the next decade
From the Five Ps to Five Cs
Why all marketing is social in nature
The Importance of Content
… Relationships: The Power of Community
What to do now?
1. Being Relevant and Effective
Reducing the PAIN!
Your Survival depends on:
If the Destination Management Company does not reduce the
pain experienced by
guest, supplier or host,
it won’t survive!
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Supplier Members
CustomersGuests
HostCommunity
Who’s Pain?
What pain exists for Guests? Risk
Unique experience
Planning their trip
Online products are not representative
The small, unique and unusual is particularly hard to find. This is what the high yielding tourist seeks!
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What pain exists for the Supplier? Suppliers sell just one element
Distribution costs are high (25‐40%)
The product is perishable
Difficult to unload distressed inventory.
Distress leads to discounting.
Discounting leads to paper thin margins
At the same time, suppliers must deal with…..
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• Video games• Email• XBox LIVE• Websites• IM• Search
• Radio• DVD• Ring Tones• TV• Blogs• Magazines
• Satellite Radio• TiVo (Starhub PVR)• Video On-Demand• Newspapers• Podcasting• Cell Phone
Access Proliferation
Source: Darwin Day Conference, Google
133,000,000 blogs
1.8 million residents
78 million videos(200,000 publised/day)
www.ebay.com 21 Nov 200614,463,346 auctions
Almost 10,000,000 articles(10 languages)
33,347,000 profiles
139 million +members
More New Channels
2 billion page views daily 2008
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What pain exists for the Host? Politicians want re‐election
They want people talking about them
They want people believing they’ve made a contribution
That’s why they like tangible things
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2. Understanding the world you live in
Harnessing the Change Drivers
But Survival also depends on:
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Human organizations are slow to change
Evidence that the old model still being used
Our organization structures
Our language
What we count
What we value…….
From Heirarchies
From Functional Boxes
To Networked Teams
From Value Chains
To Value Networks - Ecosystems
To Value Networks - Ecosystems
Host Community
Providers
Suppliers
Agents
Channels
Partners
GUEST
Destination
Me and My
Back to Familiar Ground!
Marketing
How Far We’ve Come!
Marketing: A Quick History
1930-1960s•ONE TO MANY
•Products Pushed at Targets
•Blitz campaigns through limited media
•Print – newspapers and magazines
•Radio & TV – broadcast channels
•Call to action: the BROCHURE
•Glorious days for advertising
•Enormous reach and influence
Marketing: A Quick History
1960-1990•ONE TO FEW
•Beginning of individualism
•From mass markets to market segments
•Growing variety of media
•Magazines and Cable TV –focused TV channels
•Pushy
Marketing: A Quick History1990-2000•ONE TO ONE
•Customer RelationshipMarketing CRM
•WEB SITES!
•Plethora or Brochures to Plethora of Web Sites
•Still PUSHING – Banner ads and phone calls
Marketing: A Quick History
BUT DID ANYTHING REALLY CHANGE?
Still Pushing
Still interrupting
Still Product Centric
Still Transaction Oriented
1950-2000
the Millennium Bug didn’t strike but
SHIFT HAPPENED!
Marketing: A Quick History
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So What Happened? Information & Choice Overload
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So What Happened? Information & Choice Overload
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MARKETERS
MEDIA
TRADE ORGS
EMPLOYEES
NGOs
CUSTOMERS
ANALYSTS
INVESTORS
GOVERNMENT
The new cacophony.
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But Something else was happeningBreak Down of Trust
With so many voices in the mix…People turn to peers for
recommendations.
They also do this when:Risk is higher
More choices to review and filter
They have less time to research
In fact, PEERS are the most credible source of company/product info
58% believe
what “a person like me” says about an organization
(up from 51% in 2007) LEAST CREDIBLE (IN THE US): corporate or product advertising (22% of ages 25‐34)
SOURCE: 2008 Edelman Trust Barometer
56‐63% were “likely to share their opinions and experiences about companies they trust or distrust on the web.”*
when you put it on the web, it stays forever….
*SOURCE: 2008 Edelman Trust Barometer
Peer recommendation isn’t just influential. Trust and distrust are widely shared.
And trust drives preference.
88% of opinion elites choose to buy from companies they trust. 85% refuse to buy from companies they distrust.*
*SOURCE: 2008 Edelman Trust Barometer
The bottom line:Trust drives transactions.
SOURCES OF INFORMATION USED BY TOURISTS FROM VARIOUS COUNTRIESSource: Phocuswright
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So What Happened? Open Source + Web 2.0 Machines can talk with one another; People can interact; web services & widgets
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So What Happened? Proliferation of Online Communities; sites that enabled sharing of pictures, papers, videos, and personal details……..
Social Media emerged as the “next big thing”Another FAD or something deeper?
PUSH to PULL
•Power to Search•Power to Express & Publish•Power to Participate•Power to Choose•Power to Share
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Power of Self ExpressionAnyone can now be:
Author
Journalist
Film maker
Reviewer
Marketer
Intermediary, or even a
DMO or DMC !
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Power of InfluenceConsumers decide what’s valuable or important
Amazon ratings
E‐Bay ratings
Trip Advisor ratings and reviews
Content Tags
People who bought this, also bought……..
So customers shape your brand, influence others, and….
BECAUSE CLIENTS TALK andTALK INFLUENCES PURCHASE DECISIONS
There is only one metric!*
Will your customers
recommend your brand/product to
their friends?
Fred Reichfeld in Driving Good profits and True Growth
ALL MARKETING IS SOCIAL MARKETING
MARKETING IS NOT A BATTLE
IT’S A DANCE!
AND THE CUSTOMER TAKES THE LEAD…
Customers
Connections
Conversations
Content
Community
Product
Position
Price
Promote
Place
PUSH to PULL
THE NEW BASICS!
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CUSTOMERS
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How well do you know your customers?Norwegians or International?
Repeats or First‐timers?
Single, couple or in a group?
Weekend Escape or Annual Vacation?
Touring (passing through) or Staying Put
Activity or relaxation focused?
Special interest? ??????????
How do you connect with them?
Do you Know Where They Are?
1.4 billion prospects can now potentially be reached via the web.
Do you Know Where They Are?
Brits spend 164 minutes a day online
Do you know where they are?
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Do you know what your guests are trying to achieve when they “ask you to dance”?
Decide where to go?
Decide when to visit?
Plan activities?
Find a good deal?
Learn about the destination?
Read other visitors’ reviews and impressions?
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Where are they in their experience cycle?
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What media are they using?
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How are you Connecting with your visitors?
Through a screen?
Face to Face, Voice to Voice?
There’s a technical answer….
The 3‐Screen world
TV
Computer Monitor
Handheld
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How are you Connecting with your visitors
Through a screen?
Face to Face, Voice to Voice?
There’s a human answer…….
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Markets are CONVERSATIONS!
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Features of a Good ConversationTwo‐way dialogue
Active Listening
Let your partner hog the limelight
Good Content makes for good conversations
As trust builds…..
So will more content be exchanged
The conversation can be continued later…
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Where do Good Conversations Occur?Homes
OfficesRestaurants, bars
Dinner parties
Travel agencies
At the gym
On the way to work
LOCATION OF ONLINE CONVERSATIONS
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When do Good Conversations Occur?
Where and when the partner wishes to initiate it…..
They may knock on your front door
They may come in through the back door
They maybe “hanging out with friends”
RememberIt’s rude to shout & brag
Don’t interrupt
Success is to become the topic of conversation
Don’t be shy – join in; be where your customers are; but don’t interrupt.
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NOT about pulling levers
NOT about exploiting new channels!
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Not About Shouting
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It IS about becoming your customers’ Topic of Conversation
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And You Do This By..Listening
Helping
Supporting
Being present
Being alert
Being creative
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So, do You Need a Social Media Strategy?NO!
You need to re‐think your entire role and your entire marketing strategy
Ensure it reflects the realities of your marketplace
Is active in the places your customers meet
Acknowledges the new rules and realities
Learn the power of CONTENT and COMMUNITY!
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The Power of CONTENTIn tourism, content is your currency.
Conversations are fuelled by content
ContentEnables choices
Reduces risk
Stimulates emotions
All content is digital
All marketing is publishing
DMOs are the ideal content brokersClose to the supplier, the setting, the place
Closest to the customer’s experience
Content comes in different forms and performs different functions
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http://www.newzealand.com/travel/USA/INSPIRE
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http://www.classicbritain.no/ENGAGE
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http://www.classicbritain.no/ENABLE A SEARCH
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ENABLE A SELECTION
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Good Content is created by: The DMO
Third PartiesSuppliers
Other travel companies
Film and TV producers
Users
It doesn’t matter who created it so long as
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Good Content isRelevant
Reliable
Comprehensive
Compelling
Consistent
Portable
Ubiquitous = Everywhere
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Why Everwhere?
Content Has to Be Everywhere!
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Supplier Web Site & e‐newsletters
Destination Portals
Third‐party web sites and portals:Online agencies: Expedia, Travelocity, Hotels.com
Other suppliers (tour, ferry , airline, train companies)
Media: newspapers and magazines – on and offline
Banner and classified advertisements
Directories (Yellow pages)
Travel Community Sites (Trip Advisor, Real Travel, WAYN)
Social Media Sites (Facebook, MySpace)
Kiosks
Hotel, airline TV
Mobile phone channels
You Can’t Do This By Yourself!
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But that’s impossible!
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It is impossible unless….
You engage your community!
Everyone is an intermediary
Guest, Suppliers, Residents are doing the inviting!
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Your NEW role as DMO is toEnable
Facilitate
Support
Encourage
Seed
And all in a digital world!!
In summaryRethink your entire marketing approach, from outbound monologue to full engagementGo DIGITAL, think DIGITALBuild trust by being found, providing value, and not interrupting consumers on their journey to find what they wantEngage and support your Community in their conversations about your destination
CREDITS AND SOURCES:This slide deck is a “mash-up” – a blend of author’s observations, insights and learning. I have attempted to indicate sources either on the slides or below and and express gratitude to the generosity of those who have shared their insights on the web.
Slides 1-2 Image of boat: http://www.flickr.com/photos/good_day/236094065/Slide 9: http://www.slideshare.net/wah17/social-media-35304Slide 10: More new channelsSlides 14:17 – still searchingSlide 25: David Armano – see slideshareSlide 25: David Armano – see slideshareSlide 28:34 Background: The Changing media Landscape: http://www.slideshare.net/Cscout/cscoutmarketing-innovation-presentationSlide 37, 40, 41, 43,44 - http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentationSlide 45: PhocusWrightSlide 52, 54: http://www.slideshare.net/Weave/trust-drives-transactions-why-marketing-must-go-social-presentationSlide 78: http://www.slideshare.net/howardgr/greenstein-landsman-social-media-jungle-presentationSlide 89: http://www.slideshare.net/socialmediainfluence/social-media-comes-of-age-radar-ddb-uk-at-social-media-influence-conference
