Digital Influencers & Destination Marketing: Marketing Workshop at ATECH16 in Aruba

  • Published on
    27-Jan-2017

  • View
    53

  • Download
    1

Transcript

PITCH DECKGuidrr, Inc. 2016 Aassia Haq, Founder & CEO @aassiaharoonhaqAruba Hilton, Marketing WorkshopSept 15, 2016 2-2:45 pmATECH Conference 2016 Digital Influencers& DestinationMarketing #ATECH161@GUIDRRMy Story &My Goal Today @GUIDRRLife & Career of Travel=PerspectiveHKKHILHRLGAORDDFWBOS@GUIDRRDigital Influencers: True Blue Ocean Strategy For Savvy Destination Marketers . Less costlyPotentially less competitiveMore authenticMore trustedAbility to scale and serve 4@GUIDRRMeet Negin2.4M FollowersNYT (1.3M Circ)Business Traveler Lost In Florence, A Back Story @GUIDRRExperiences, Not Things100M Millennials Who TravelSpend about 1K per tripTravel in groups Experience seekersGain Information P2P 6@GUIDRRQuestion 1:Does your brand havean authentic experienceto offer? ACTION: Write It Down: What is It?78% of Millennials choose to consume anexperience or event over buying something (Harris study).7@GUIDRRQuestion 2:Can you be an authenticdestinationinfluencer? ACTION: Whats human about you? Your brand? What is your niche? Write it down Think small& trustedThe opposite ofBig brand thinkingNo matter the size of your brand!8@GUIDRRWhy ImBullish on DestinationInfluencers In Travel$1.4 Trillion Industry Is Human Again FROM People & Data Mover..TOLife & Revenue EnablerJavier, Madrid Artesan, Malasana Guidrrs Destination Marketing Back Story@GUIDRR10Nardia BloggerFlorence Gaia Blogger/VJSao Paolo Brazil Stew, Writer Nashville Bea, Blogger DublinSean, Yasmin Nomads Austin/JapanDawn, Teacher, FoodieDallas Dwayne, PhotographerAlaska @GUIDRRWhat we learned from digital influencersGuidrr is already building a roster of influencers to help guide people through the coolest places around the world. Killer Startups Anne Blogger in Paris with Pret a Voyager Read It! @GUIDRRThe right way & the wrong way to engageKeep it simpleBe AuthenticLearn about the blogger Is there mutual value? Pay or perks or both?ACTION: WRITE DOWN A BLOGGER YOU ARE INTERESTED IN; IS THERE MUTUAL VALUE? Digital Influencers Are Also Destination Brands@GUIDRRPeer-to-Peer InfluencersCan Be New GatekeepersEmpower & Engage & PartnerAs Co-Equals in the Destination Story Destination MarketingHas Left the Building@GUIDRR14Social Marketing Secrets@GUIDRRWasted social posts Influencer access & successWhere to drive the visitorto engage furtherQUESTION:Are you posts going beyond the like?Can you measure results?15@GUIDRRQuestion: Do you know your audience?ACTION: Which influencers appeal to your audience, not you! Action: ASK! ITs as simple as that. Its a Fact: Influencers Can Unlock Deeper Destination Funnels 16Case Study: Downtown Dallas, Inc. SaaS marketing solutionPositioned DDI as savvy marketerScaled entry of city influencer content Branded Mobile content to reusePromotion of local brands Step 1: Guidrr Ran DDI Live Like A Local Contest: Community Created Travel Guides Unique URL for Contest Entrant Period (April-June): http://www.guidrr.com/live-like-a-local/Powered For DDI on Mobile & Social by Guidrr, Inc. Step 2: DDIs VP of Marketing Shalissa Perry Engaged with Contestants Privately DDI Photos (Entrants Private Reception at Americano, The Joule Hotel):- http://www.thomasgarzaphotography.com/Other-1/DTD-Inc-Blogger-Event Case Study: Downtown Dallas, Inc. SaaS marketing solutionPositioned DDI as savvy marketerScaled entry of city influencer content Branded Mobile content to reusePromotion of local brands DDI Contest Objectives & Results (Powered by Guidrr)Entrants: 36 Locals Guides Created: 18 Start of Contest (Soft Launch): April 2016 Close of Entrants: June 17 2016; Guide Submission Deadline: August 22 2016Entrants Private Reception 6/22: 25+ Attendees at Joule Hotel (Local Business)Business PR Perks: Perks from 12-15 Businesses, Finalized & Added To by DDI Combined Instagram Influence of Entrants: 174,511DDI OBJECTIVES: Update Legacy Web content on DDI Web Site To Authentic Mobile Dallas Content By Engaging With Local #MyDTD Destination Ambassadors On Instagram; Promote Dallas Downtown Districts; Benefit Downtown Businesses Key Analytics To Note Zero Paid Marketing Dollars Were Applied to Campaign36 Destination Ambassadors Engaged With 174K Combined IG Influence Size18 New Fully Mobile Multi-Step Experiences Created- With More Coming 53 Authentic, Unaided, Unpaid Local Business Mentions + 21 Local Attractions44% of Entrants Created 1 or More Guides+Additional Guides Still In Progress@GUIDRRCase Study for Festival Marketing & Fan Engagement Case Study: Guidrr & #DFWSAFFEngaging Content AmbassadorsGuiding Fans (Discounts, Tips) Delivering sponsor added value 23@GUIDRRPartnershipWritten by Internal Ambassador Excitement & Sales buildServe Partners & Vendors Post-sale & event Donation/CTA24Varelie_CroesOn Guidrr Creator.Guidrr.ComOr Guidrr.com/subscribe5 steps: Just start @GUIDRRDetermine Your True Experience You Want to Sell Start talking about it on Social Identify a real person to tell a story Build a funnel with a link from mobile Measure results@GUIDRRCreate, Share & Discover Destination ExperiencesMobile First Authentic & TrustedInfluencer & Brand Roles Niched to FollowersGuidrr27@aassiaharoonhaqMuchos Gracias!Graci!Shukriya! Merci Beaucoup!Danke!Obrigado!Dankjewel!Hvala!Thank you!Guidrr, Inc. 2016