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Branding en Turismo Rural
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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 ...

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 Branding en Turismo Rural Presentation Transcript

  • 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
  • CAR 1 CAR 2Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD
  • CAR 1 CAR 2Air conditioning Air conditioning Leather equipment Reverse camera Navi-System + DVD
  • „Real brands are in the head, and if they are not in the head, they are nowhere!“ Andre Heller (Austrian media artist)
  • Elements of a sucessful agritourism strategy• Organisation and cooperation• Training, consultancy and information• Branding• Quality• Theming, special interest• Marketing
  • Example 1: Rural tourism brands in Germany
  • Example 2: Rural tourism brands in Austria
  • „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
  • HoF – Emotional images in the mind
  • HoF – Emotional images in the mind
  • HoF – Emotional images in the mind
  • HoF – Emotional images in the mind
  • HoF – Emotional images in the mind
  • Do you really knowwho your target group is?
  • 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%
  • 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
  • Farm Holidays in AustriaThe target groups 2012We reach well informed, highly educated, experiencedtravellers
  • 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
  • Brands should create clarity in the business (farm holidays: in the organisation) The brand Farm Holidays in Austria
  • 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
  • Or ga ni s a t i on-Br a ndi ng de ve l opme nt
  • 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
  • Branding should be stable and long-term … oriented on the core-values and –strengths of the business
  • 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
  • Brand-rules protect from deviations from the success pattern Objective with the guest: Recognition and trust
  • Strong brands give security and stand for proven qualityThe brand energy comes from the service,from the performance, not from the slogan!
  • 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
  • The result
  • Brands create added value
  • Branding in marketing campaigns Brochures Special interest Internet Cross marketing campaigns Advertisements Sales channels
  • 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.
  • 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
  • The brand has to come into life!(from the marketing-/advertising department)
  • 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!
  • 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
  • The outcomeResults 1991-2012
  • 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)
  • Thank you for your attention!