Tourism and travel marketing masterclass with Michael Leander: Athens, Greece
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Tourism and travel marketing masterclass with Michael Leander: Athens, Greece



Part 1 from The Tourism & Travel, Destination Marketing Masterclass organized by the Institute of Communication and presented by Michael Leander in Athens, Greece on 23 October 2013. ...

Part 1 from The Tourism & Travel, Destination Marketing Masterclass organized by the Institute of Communication and presented by Michael Leander in Athens, Greece on 23 October 2013.

65 top managers and marketers from the tourism and travel industry in Greece attended. The marketing masterclass was kindly supported by SETE, Marketing Greece and H Hotels (the association of hotels in Greece).

The audience contributed with highly valuable and relevant input on how the tourism & travel industry in Greece can grow in the coming years.

Greece saw more than 15 million visitors in 2012 and expect to grow that number significantly over the coming years.

Michael Leander said: nothing is better than spending a day with a group of highly professional people whom really want to get inspiration on how they can improve their own business whilst contributing to the improvement of tourism in Greece. I



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Tourism and travel marketing masterclass with Michael Leander: Athens, Greece Tourism and travel marketing masterclass with Michael Leander: Athens, Greece Presentation Transcript

  • The soul never thinks without a picture. Aristotle FORWARD Travel & Tourism Marketing Masterclass Athens – 23 October Michael Leander’s Masterclass in Greece attended by 65 top marketers from the Tourism & Travel Industries. Organized by The Institute of Communication and supported by SETE, Marketing Greece and H Hotels Greece
  • FORWARD Travel & Tourism Marketing Masterclass Athens – 23 October
  • How do most people make buying decisions? With logic With emotions
  • 10:00 Part 1 – Trends & Interactive Exercises 11:00 Break & Group Hug 11:15 Trends continued + content concept and social 13:30 Lunch 14:15 Create a great booking experience with maximum impact – Ricardo Alencastre, virtual presentation 15:00 Coffee break 15:30 Integrated marketing + Toolbox 17:30’ish The End
  • Interactive workshop
  • 2 pieces of paper decides your outcome To do and reminder To do right after the workshop Your reminder list
  • The purpose of marketing is to acquire, convert, sustain and grow customers whom then in turn will attract other customers through referrals
  • DIRECTION - purpose - strategy - tactics - execution - measure 11
  • It is never about channels or platforms, but all about understanding … > exactly what you want to achieve > when you want to achieve it > how you are going to achieve it > Which details you need to pay extra attention to in order to accomplish what you want
  • Email: @michaelleander #fwtourism2013
  • Let’s show how social we are • Foursquare: Check-in to “Forward: Greece Travel Marketing Masterclass” • Twitter: Use hashtag #fwtourism2013
  • Get fat – eat less
  • Complexities of a market place, complicates travel decisions • Trust > is it safe, can I trust information given? • Hear say > 1st, 2nd, 3rd hand information • Alternatives > ABOA (Attributes, Benefits, Objections, Answers) • Accessibility > Flights, domestic transport • Infrastructure > • Perceptions> cost, environment, • Name & brand > A country, a region, an island, a city, a bar?
  • Your elevator pitch • Pitch 3 important areas related to marketing & sales you want to fix within 6 months • Write in bullet form • 2 people to present their “pitch”
  • My elevator pitch 1. 2. 3. 4. 5. … … … … …
  • The Power Of A Name
  • Good or bad brand name?
  • Cola in Ghana - What is the problem?
  • What is the problem? Lumia in Spanish? Peugeot in South China Biao zhi
  • Extra large bags in Finland Snow in Iran
  • Reputation Globally / Locally Accessible Your name ONLINE Your name in context Own it ! SEO technical
  • Thoughts about branding and finding your unique value proposition 1. What defines you? 2. What describes you? • How can you link that to the overall Greece brand? • What are the consequences of locking what defines you in respect to the different markets you address?
  • Which reads the most words pr minute – the eye or the ear? 2.500 words per minute 125 words per minute The eye reads 20 times faster than the ear @michaelleander
  • Visuals stir emotions in a heart beat
  • People talk about pictures, share them, LOL at them
  • Make sure the message is somewhat relevant to your brand / offering
  • Meet Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
  • Challenge: from eyeballs to reel interaction? Make sure you include USP’s and/or branding when appropriate Stir an emotion Call to action: Links and descriptive text needed
  • Attention Interest Desire Action
  • Your market is both men and women. You can only use one picture. Which do you choose? Man also known as male Woman also known as female
  • Can we set a new world record together?
  • Your target prospect is exposed to 6000 advertising messages every single day
  • Buyers are becoming more and more cautious Trust is critical Remember your trust emblems (positive associations, testimonials etc.)
  • Trust icons - established - size / volume - testimonials - association membership - awards
  • Short attention span, loads of intrusion - how do you cut through the clutter? Brain filter Do I know you? Do I need you? Can I trust you?
  • How do you avoid being bottom of mind
  • How to get into the Mind Box? Unique passionate emotional authentic focused interactive meaningful …
  • Significant changes in the age of discovery Transparency & trust Relevancy Customer intimacy Multichannel mix Immediacy
  • Direct to consumer
  • The biggest change is what? Touch is the biggest change
  • Trends driving 2014 and forward
  • Marketers don’t spend enough time trying to understand movements in buyer behavior changes
  • Key trends changing buying behavior • Traditional buying behavior = easy to map
  • Key trends changing buying behavior
  • The new shopping experience • Often starts in search • Increasing percentage starts in mobile search • M-commerce on the rise in Western world • F-commerce expected to take off
  • Understand the customer buying processes and how social plays a role, if any
  • Mapping the buying process Try this exercise (use your own situation or the one below): Product Marketing academy Pricing € 5.000 + potential travel expenses Target audience Senior and junior marcom management, CEO’s of SMB’s Benefit Accredited, international and local trainers Delivery Physical room and virtual rooms
  • Changes in buying behavior impacts the sales cycles tremendously No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime *OTS = Opportunity to see
  • But I am ready !
  • OTS = Opportunity to See must increase • Remember: people take longer time to make a decision • Higher frequency will not hurt you as long as you are well established in the Mind-Box • In email marketing, be sure to differentiate messages based on open, clicked, no action
  • THE OTS CHALLENGE Message Action Increase opportunity to see by 3, 5, 10 Message Message Message Message Message Action
  • Start & hooked Engaged & interacting Stop and transact. Or pause.
  • Google’s remarketing (AdWords)
  • Match content and offers to stages – use persona’s if relevant to your situation Prerequisites > Profile insights > Content to match > Good database & marketing execution system > A clear objective driven plan on what you want to accomplish
  • Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term Bottom of funnel is where the action takes place – engagement need to drive your audience towards the bottom of the funnel 69
  • The Danger of Band Wagon & The Urgency of Mobility
  • New opportunities to interact and get a response from your audience using QR codes (or not)
  • Me too, me too, me too, me too, me too, me too !
  • Drink and scan – if you can !
  • Scan and download a book
  • But why mobility now?
  • Quick fix: Social and mobile are intrinsically linked
  • The Urgency of Mobility & Opportunities in 2nd Screen
  • New challenges, new opportunities Touch
  • Does she scroll? • Average pixel length of a vertical scroll?
  • Responsive web design – make sure you deliver a good to great experience across all devices
  • Responsive websites 1 2 Laptop view Smartphone view Navigation (1) and Sectors (2) Responsive design takes the Navigation are in one format for the typical and Sector callouts and formats it user (laptop/desktop). automatically to give easy access for the mobile user). Check your own website on your smart phone or tablet. Are you happy now?
  • Content recommendations on mobile (Google Plus)
  • Prioritise video in your mobile optimised site. Video content highly effective for engagement & conversion
  • Social media and mobile marketing • Have a single goal in mind for each channel • Optimise each social presence for mobile (e.g. Facebook apps) • Time your mobile focused posts • Favour image and location based marketing • Use mobile apps to manage your account and activity
  • What is SOLOMO?
  • Community engagement – picture economy • The secret lives of luxury shoes • Photos are submitted through Instagram using the hashtag #BGShoes • Image is placed on Bergdorf’s map of Manhattan
  • Gamification - adds interaction, repetition & sharing
  • … deeply personal
  • Mobility & nd 2 Screen
  • 2nd screen opportunities
  • Google Currents - automated publishing - increase readership - experiment with “tabletized” publishing -opportunity to attract a new audience - serve existing audience better
  • How does mobile & relevant ”time and place offers” tie in with the overall customer experience and your webpresence
  • Automated campaign a massive success ... In Turkey • Sign-up via qualification • IVR • Different Axe girl calls every day Think: Solves a real problem in a fun way (service) and generates continous awarenesss
  • 7 proven senses to consider for your digital marketing activities • Lust; the anticipation of pleasure, (which we crave) • Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle • Alarm: the threat of negative consequences, which demands immediate response • Prestige: symbols of rank and respect, which earn us status and admiration • Vice: rebellion against rules, which tempts us toward “forbidden fruit” • Trust: certainty and reliability, to which we give our loyalty • Commonsense; use your commonsense
  • Which senses do this Westin mobile add play on?
  • Mobility is everywhere and is becoming the de facto standard for finding stuff • • • • • • Think about Google Maps & Places (be there) Think about Google Plus (Google +) Think about Facebook & Places Think about Foursquare Think about Location Based Services Think about how hard it is to find good interactive apps about Greece in general
  • What is there to think about? Mobile Web Mobile App  Good for engaging new prospects Can work well as a client retention tool  Cheaper and quicker to market  Stronger at driving call to action through push messaging  Provide an additional touch point  Ideal for digital coupons, special user events and offers (local, regional) Mobile Ads Targeted  Performance based  Drive traffic, downloads and conversion of any kind
  • 5 Minute Exercise What can you do (or what can Greece do) to leverage mobility – Describe an idea or a project, which will help your brand (or the brand of Greece) attract more customers or retain/grow customers
  • Experience
  • Subject: Things you want to know about your stay with us
  • The experience starts and ends with marketing
  • The ways to share content, influence and opinion have exploded CONVERSATION ECONOMY 109
  • Your customers are talking about you – question is; are you part of the conversation?
  • How can you get your customers to review your facilities on video? 111
  • Reviews: Answer every single review – personalize the answer, add value 112
  • AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement Share is good Action is best Like is NOT a currency, engagement is @michaelleander
  • The power of social is in the share Call to action Page likes 5.000 Shared 222 Reach 23.168 Clicks ? Likes 74
  • The Power of Paper
  • Make the onsite share easy - > and make it count Think about - Images - Shared text - How to make the share convert
  • Now & Next Generation Online Presence centers around …. Customer journey /& persona driven approach • Align content to solve customer needs • Differentiate based on prospect & customer status + win-back Content in context Community engagement • Match buying vs. selling cycles • Relate content to campaigns • Establish stickiness • Social engagement • Attract, sustain & grow membership based community Prerequisite = Strong backoffice Engagement & campaign automation • Personalized • Relevant conversations • One data repository
  • … but Nothing beats the Feel Good Feeling
  • Listen & React
  • Real time media buying And .. REDISCOVER TRADITIONAL MEDIA
  • ROMI / Accountability
  • No more 80%
  • Big Data or Small Data?