Branding en Turismo Rural

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Presentación de Hans Embacher, Gerente de Farm & Holidays (Austria), sobre Branding en Turismo Rural / Green Tourism, que tuvo lugar el 21 de febrero de 2013 durante la celebración del IV Congreso Internacional de Turismo Rural Reyno de Navarra en Pamplona.

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  • Monika Führer Unsere Strategie – Eure/Ihre Strategie
  • Branding en Turismo Rural

    1. 1. Branding in rural/green tourism–the power of cooperationPresentation at the Internat. Congress on Rural Tourism of NavarreKingdom, SpainPamplona, Feb. 21, 2013.Hans EmbacherAustrian Farm Holidays AssociationGabelsbergerstraße 19A-5020 Salzburgh.embacher@farmholidays.com
    2. 2. CAR 1 CAR 2Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD
    3. 3. CAR 1 CAR 2Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD
    4. 4. „Real brands are in the head, and if they are not in the head, they are nowhere!“ Andre Heller (Austrian media artist)
    5. 5. Elements of a sucessful agritourism strategy• Organisation and cooperation• Training, consultancy and information• Branding• Quality• Theming, special interest• Marketing
    6. 6. Example 1: Rural tourism brands in Germany
    7. 7. Example 2: Rural tourism brands in Austria
    8. 8. „In the long run you can only be successful,if you know the reasons for your success“Rupert Lay Brands should know and communicate the reasons for their success
    9. 9. HoF – Emotional images in the mind
    10. 10. HoF – Emotional images in the mind
    11. 11. HoF – Emotional images in the mind
    12. 12. HoF – Emotional images in the mind
    13. 13. HoF – Emotional images in the mind
    14. 14. Do you really knowwho your target group is?
    15. 15. countries of originbasis: category „private + appartements on farm“, bednights Rest Austria 21% NL 5% B/Lux/F Vienna 2% 9% Italy 1% CH 1% other 5% Germany 56%
    16. 16. Decisive arguments for choosing a farm (from: guest survey) Entscheidungsgründe Welche Gründe waren ausschlaggebend, sich für Ihren Urlaubsbauernhof zu entscheiden? UaB Anfragestudie 2009 arco GmbH, Klagenfurt
    17. 17. Farm Holidays in AustriaThe target groups 2012We reach well informed, highly educated, experiencedtravellers
    18. 18. Dominant Sinus Milieus 2012Target Group Families with children (Basis: Farm Holidays-Enquiries) 1Oberschicht/ Sinus B1 Etablierte Sinus C12 ObereMittelschicht 145 Moderne Sinus A12 Sinus B12 Performer Konservative Postmaterielle 113 106 117 2 Mittlere Sinus B2 Sinus C2Mittelschicht Bürgerliche Mitte Experimentalisten 104 86 Sinus AA Ländliche 90 Sinus A23 Sinus BC3 3 Traditionellen Hedonisten Untere 81 62Mittelschicht / Sinus B3Unterschicht Konsumorientierte Basis 75 © Sinus SociovisionSoziale A: Traditionelle Werte B: Modernisierung I C: Modernisierung IILage Pflichterfüllung, Individualisierung, Genuss, Experimentier- Grund- Ordnung Selbstverwirklichung freude orientierung
    19. 19. Brands should create clarity in the business (farm holidays: in the organisation) The brand Farm Holidays in Austria
    20. 20. task: marketing Organization task: development and training target: visitor & Partners target: providers Austrian National Holidays on the Austrian Chamber of Tourist Office Farm Agriculture / ministry 9 provincial 8 prov. asso. Holidays 8 Provincial Chambers tourism organization on the farm of agriculture town and regional town and regional pools regional chambers tourism organization of renters of agricultureHotels,inns,room renters, Holiday Farms (all) farms B&B`s and others
    21. 21. Or ga ni s a t i on-Br a ndi ng de ve l opme nt
    22. 22. Communication-strategy & regulations Brand Communication goals Communication patterns Arguments for the brand Product-specific communication Province/Region-specific communication Planning of action / marketing plan Brand communication – points of contact
    23. 23. Branding should be stable and long-term … oriented on the core-values and –strengths of the business
    24. 24. Strategic success-logic ® of holidays on the farm Ambassabor of the farming world The specialist for holidays THE specialist for Uncomplicated on the farm: holidays on the and fair farm The most attractive, quality proven holiday offer of farms from all regions of Austria Familiar Happy holidays on Hospitality the farms Country living
    25. 25. Brand-rules protect from deviations from the success pattern Objective with the guest: Recognition and trust
    26. 26. Strong brands give security and stand for proven qualityThe brand energy comes from the service,from the performance, not from the slogan!
    27. 27. Farm holidays in Austria: Quality classification• Classification since 1993• 1993-96: emphasis on facilities (hardware)• 1997-2000: emphasis on services (software)• 2001- : equal emphasis on three areas * farm quality * facilities quality * service quality
    28. 28. The result
    29. 29. Brands create added value
    30. 30. Branding in marketing campaigns Brochures Special interest Internet Cross marketing campaigns Advertisements Sales channels
    31. 31. Business cooperaton super market chain: SPAR / Eurospar / IntersparAction: Kids cooking for kis (charity for SOS-Kinderdorf); Rezeptwettbewerb;Gewinnspiel; Ankündigung: Flugblätter (Aufl. 2,4 Mio.), Internet spar.at,Presseaussendung;Action: Promotion for super market-staff (1.270 Mitarbeiter); Ankündigung:Mitarbeiterfolder, Spar-Akademien;Action: Radio Ö3 Picknick (Wien, Linz, Salzburg), Hauptgewinn: 1 Woche Urlaubam Bauernhof; Ankündigung: Produktion Leporello (Aufl.), werden aufgelegt in allenösterr. SPAR-Märkten (1.500), beim Picknick, Internet, Radio, etc.
    32. 32. Cooperation with AustrianNTOSchaltplan Printanzeige: Süddeutsche Zeitung Magazin / 5.6.2009 Welt am Sonntag Icon / 29.3.2009 Welt am Sonntag Icon / 26.7.2009 Zeit-Magazin LEBEN / 6.8.2009 Handelsblatt / 15.5.2009 Reichweite: ca. 32 Millionen Leser
    33. 33. The brand has to come into life!(from the marketing-/advertising department)
    34. 34. The points of contact (example: holidays on the farm) Farm Products Host-family Events Press reportsReception Room/Appart. Correspondance Internet-Sites Fairs Brochures A brand meets its customers in many places. Only in these places of contact it shapes its profile!
    35. 35. Summary: Strong brands ...• give security• facilitate decision making• allow identification and self-presentation• call learned images – create familiarity• are positive prejudices• minimize the risk for disappointment• stand for values - give orientation• stand for controlled quality• create trust in unknown products and services• create repeat business
    36. 36. The outcomeResults 1991-2012
    37. 37. Farm Holidays in Austria Result of a branding strategy 1991-2012 Ø Turnover/ Ø Price in € Occupancy rate (bednights) bed in € 3315,60 1720 100 108 90 1179 30,7 13,10 17,20 +31% +134,3% +11% +20% +46% +181,2% 1991 / 1999 / 2012 1991 / 1999 / 2012 1991 / 1999 / 2012Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2012 – 177,8 (Source: Statistik Austria)
    38. 38. Thank you for your attention!

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