INDEX <ul><li>Introduction  </li></ul><ul><li>Market Overview </li></ul><ul><li>Consumer Insight & Segmentation </li></ul>...
01.  INTRODUCTION
OBJECTIVES <ul><li>To develop a brand strategy </li></ul><ul><li>To establish the direction, leadership, clarity of purpos...
02.  MARKET OVERVIEW
02.  MARKET OVERVIEW
TRAVEL MARKET TRENDS <ul><li>Heightened need for information </li></ul><ul><li>Time: Scarce Commodity </li></ul><ul><li>Ga...
SWOT ANALYSIS 02.  MARKET OVERVIEW <ul><li>WEAKNESS  </li></ul><ul><li>Startup company </li></ul><ul><li>New brand and pro...
03.  CONSUMER INSIGHT & SEGMENTATION
CONSUMER INSIGHT <ul><li>Customers have a pre-conceived notion of audio guides as something boring that does not connect t...
SEGMENTATION 03.  CONSUMER INSIGHT & SEGMENTATION
AGE SEGMENTATION 03.  CONSUMER INSIGHT & SEGMENTATION
TYPES OF TRAVELERS <ul><li>Family Vacation </li></ul><ul><li>Adventure Travel </li></ul><ul><li>Budget Travel  </li></ul><...
GEOGRAPHIC SEGMENTATION U.S.  And Canada + Europe 03.  CONSUMER INSIGHT & SEGMENTATION
DEMOGRAPHIC SEGMENTATION 03.  CONSUMER INSIGHT & SEGMENTATION
TARGET CONSUMER
CONSUMER TARGET MARKET <ul><li>Demographics </li></ul><ul><ul><li>Those traveling to the destinations </li></ul></ul><ul><...
CONSUMER TARGET MARKET <ul><li>Behavior  </li></ul><ul><ul><li>Traveling alone, in couple, or small groups </li></ul></ul>...
CONSUMER TARGET MARKET <ul><li>Psychographics </li></ul><ul><ul><li>Lifestyle:  heavy Internet users, love to travel, live...
04.  BRAND CONCEPT
BRAND CONCEPT 04.  BRAND CONCEPT
BRAND CONCEPT <ul><li>“ The Soul of the City” </li></ul><ul><ul><li>Every city has a personality, an essence, a soul. Thro...
04.  BRAND CONCEPT
05.  BRAND IDENTITY 05.  BRAND IDENTITY
VISION & MISSION <ul><li>Vision: </li></ul><ul><ul><li>To be the best provider of quality travel content and a worldwide r...
BRAND STRATEGY DEVELOPMENT INTERNAL EXTERNAL FIXED VARIABLE BRAND VISION To be the best provider of quality travel content...
POSITIONING 05.  BRAND IDENTITY
BRAND STRATEGY 05.  BRAND IDENTITY
BRAND IDENTITY 05.  BRAND IDENTITY
BRAND IDENTITY <ul><li>Colors: </li></ul><ul><ul><li>Color Palette  </li></ul></ul><ul><ul><li>CMYK, RGB </li></ul></ul><u...
BRAND IDENTITY <ul><li>Brand Architecture </li></ul>05.  BRAND IDENTITY
06.  IMC 06.  IMC
CUSTOMER READINESS 06.  IMC
MARKETING STRATEGY
MARKETING MIX 06.  IMC
PRODUCT <ul><li>Digital City Pack: </li></ul><ul><ul><li>Primary Target </li></ul></ul><ul><ul><li>Mp3 Files + Pdf Map </l...
MARKETING MIX 06.  IMC
PRICE <ul><li>Digital City Pack:  €4.99 </li></ul><ul><ul><li>Mp3 Files + Pdf Map </li></ul></ul><ul><li>City Pack:  €14.9...
MARKETING MIX 06.  IMC
PLACE <ul><li>Digital City Packet </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Partnership with online booking ...
PLACE <ul><li>Partnership with Airlines </li></ul><ul><ul><li>i.e. Vueling, eDreams, Expedia, Click Air, etc </li></ul></u...
PLACE <ul><li>Amazon.com and other online stores </li></ul>06.  IMC
PLACE <ul><li>Own website (download) </li></ul>06.  IMC
PLACE <ul><li>Airport </li></ul><ul><ul><li>Duty free </li></ul></ul><ul><ul><li>Kiosk in strategic location in main airpo...
PLACE <ul><li>Hotels in 5 cities </li></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>High-end </li></ul></ul><ul><ul><...
PLACE <ul><li>On-Site Stands </li></ul><ul><ul><li>In touristic areas </li></ul></ul><ul><ul><li>2-3 in each city </li></u...
MARKETING MIX 06.  IMC
PROMOTION - ONLINE <ul><li>Website (Vivacity.com) </li></ul><ul><ul><li>Offering free travel content </li></ul></ul><ul><u...
PROMOTION - ONLINE <ul><li>Search Engine Optimization </li></ul>06.  IMC Search Engine Relationship Chart
PROMOTION - ONLINE <ul><li>SEO & Google Adwords </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Google Adwo...
PROMOTION - ONLINE <ul><li>Analytics & Metrics </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Podcast </li></ul><ul><ul><li>Travel Podcast  </li></ul></ul><ul><ul><li>Free audio content  </...
PROMOTION - ONLINE <ul><li>YouTube Channel + Viral Video </li></ul><ul><ul><li>Develop a viral video for YouTube to get pe...
PROMOTION - ONLINE <ul><li>Photo, Video, PowerPoint, SlideShow </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Social Networks </li></ul><ul><ul><li>Facebook fan page </li></ul></ul><ul><ul><li>Myspace page...
PROMOTION - ONLINE <ul><li>Social Networks </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Microblogging </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Blogging </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Email Marketing & Trigger Marketing </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Trust Marketing </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Group & Discussions </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Content Marketing & Link Baiting  </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Mobile </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Wiki </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Tagging, Sharing and Bookmarking </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Directory Listing </li></ul>06.  IMC The WWW Virtual Library
PROMOTION - ONLINE <ul><li>Mapplets, Geotagging, Mashups </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Word-of-Mouth (online PR) </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Search Marketing, Web Advertising </li></ul>06.  IMC Christian Advertising Network
PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06.  IMC
PROMOTION - ONLINE <ul><li>Online Banner advertising </li></ul><ul><ul><li>Online booking companies </li></ul></ul><ul><ul...
PROMOTION – TRADITIONAL <ul><li>Guerrilla Marketing  </li></ul>06.  IMC
PROMOTION – TRADITIONAL <ul><li>Posters in airports </li></ul><ul><li>Point-of-Sales Display </li></ul>06.  IMC
PROMOTION – PR <ul><li>Press Releases </li></ul><ul><ul><li>Local newspapers & Online PR </li></ul></ul>06.  IMC
PROMOTION – PR <ul><li>Electronic Press Kit, Online Newsroom </li></ul>06.  IMC
07.  RECOMMENDATIONS 07.  RECOMMENDATIONS
RECOMMENDATIONS <ul><li>Audio Content: </li></ul><ul><ul><li>Emotional content </li></ul></ul><ul><ul><ul><li>Tone of voic...
RECOMMENDATIONS <ul><li>Key Factor for Success </li></ul><ul><ul><li>Developing communication that is:  </li></ul></ul><ul...
RECOMMENDATIONS <ul><li>Customer Relationship Management </li></ul>07.  RECOMMENDATIONS
THANK YOU
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Branding Project

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This a class project for a brand management class I took at ESADE Business School in Barcelona, Spain.

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  • Highly Fragmented market
  • When you have an audio on you SHUT OFF the city
  • Boring, Informatinal only
  • Everybody has a body, soul and spirit….
  • Illustration of how the city can come to life
  • Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation .
  • Social network in Germany???
  • Social network in Germany???
  • Social network in Germany???
  • Social network in Germany???
  • K eep in mind that all these online marketing tactics the cost is negligible (except banners)
  • Branding Project

    1. 1.
    2. 2. INDEX <ul><li>Introduction </li></ul><ul><li>Market Overview </li></ul><ul><li>Consumer Insight & Segmentation </li></ul><ul><li>Brand Concept </li></ul><ul><li>Brand Identity </li></ul><ul><li>Integrated Marketing Communication (IMC) </li></ul><ul><li>Recommendations </li></ul>
    3. 3. 01. INTRODUCTION
    4. 4. OBJECTIVES <ul><li>To develop a brand strategy </li></ul><ul><li>To establish the direction, leadership, clarity of purpose, inspiration and energy for the Brand </li></ul><ul><li>To propose an implementation strategy that is effective and consistent with the Brand </li></ul>05. RECOMMENDATIONS
    5. 5. 02. MARKET OVERVIEW
    6. 6. 02. MARKET OVERVIEW
    7. 7. TRAVEL MARKET TRENDS <ul><li>Heightened need for information </li></ul><ul><li>Time: Scarce Commodity </li></ul><ul><li>Gap between expectations and experience </li></ul><ul><li>Pressure on leisure time are likely to lead to more but shorter trips </li></ul><ul><li>Competitive global environment with tourists looking for more economical travel experiences through the Internet </li></ul><ul><ul><li>Companies are able to trade more freely across borders </li></ul></ul><ul><li>Increasing need of information to be accessible through all the latest Internet and communication channels </li></ul>02. MARKET OVERVIEW
    8. 8. SWOT ANALYSIS 02. MARKET OVERVIEW <ul><li>WEAKNESS </li></ul><ul><li>Startup company </li></ul><ul><li>New brand and product </li></ul><ul><li>Constraint of languages and cultures </li></ul><ul><li>Doesn’t provide as much information as other travel guides </li></ul><ul><li>Difficult to reach consumers in other countries </li></ul><ul><li>STRENGTH </li></ul><ul><li>Entertaining and friendly content </li></ul><ul><li>Easy to carry </li></ul><ul><li>Travel at your own pace </li></ul><ul><li>Ability to live emotions </li></ul><ul><li>Unique way to know the city </li></ul><ul><li>THREAT </li></ul><ul><li>Many competitor in different sectors </li></ul><ul><li>“ Audio Guide” has a negative connotation </li></ul><ul><li>People think audio shuts them off from city </li></ul><ul><li>Fragmented market </li></ul><ul><li>Many people have visited the cities </li></ul><ul><li>Economic downturn </li></ul><ul><li>OPPORTUNITY </li></ul><ul><li>Increase in short trips (2-3 days) </li></ul><ul><li>Internet and new platforms make it easier to reach people globally </li></ul><ul><li>Most people book flights and hotels online </li></ul>
    9. 9. 03. CONSUMER INSIGHT & SEGMENTATION
    10. 10. CONSUMER INSIGHT <ul><li>Customers have a pre-conceived notion of audio guides as something boring that does not connect them emotionally </li></ul>03. CONSUMER INSIGHT & SEGMENTATION
    11. 11. SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
    12. 12. AGE SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
    13. 13. TYPES OF TRAVELERS <ul><li>Family Vacation </li></ul><ul><li>Adventure Travel </li></ul><ul><li>Budget Travel </li></ul><ul><li>Leisure Travel </li></ul><ul><li>Road Trip </li></ul><ul><li>Spring Break </li></ul><ul><li>Weekend Getaway </li></ul><ul><li>Historical & Cultural Trips </li></ul><ul><li>Romantic Travel </li></ul><ul><li>Senior Travel </li></ul><ul><li>Honeymoon </li></ul><ul><li>Business Travel </li></ul>03. CONSUMER INSIGHT & SEGMENTATION
    14. 14. GEOGRAPHIC SEGMENTATION U.S. And Canada + Europe 03. CONSUMER INSIGHT & SEGMENTATION
    15. 15. DEMOGRAPHIC SEGMENTATION 03. CONSUMER INSIGHT & SEGMENTATION
    16. 16. TARGET CONSUMER
    17. 17. CONSUMER TARGET MARKET <ul><li>Demographics </li></ul><ul><ul><li>Those traveling to the destinations </li></ul></ul><ul><ul><li>Language: speak English, Spanish, French, German or Italian </li></ul></ul><ul><ul><li>Age: between 27 and 44 years old </li></ul></ul><ul><ul><li>Social Status: upper-medium class </li></ul></ul><ul><ul><li>Education: completed college </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
    18. 18. CONSUMER TARGET MARKET <ul><li>Behavior </li></ul><ul><ul><li>Traveling alone, in couple, or small groups </li></ul></ul><ul><ul><li>Type of Travelers </li></ul></ul><ul><ul><ul><li>Weekend travelers (2-3 days) </li></ul></ul></ul><ul><ul><ul><li>Short Vacation </li></ul></ul></ul><ul><ul><ul><li>Leisure Travelers </li></ul></ul></ul><ul><ul><ul><li>Cultural Trips </li></ul></ul></ul><ul><ul><li>Book flights and hotels online </li></ul></ul><ul><ul><li>Participate in at least one online social network </li></ul></ul><ul><ul><li>Own iPod </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
    19. 19. CONSUMER TARGET MARKET <ul><li>Psychographics </li></ul><ul><ul><li>Lifestyle: heavy Internet users, love to travel, live an active life, technology-savvy, love to experience new things </li></ul></ul><ul><ul><li>Personality: intellectually curious, appreciative of art and culture, sensitive to beauty, creative, modern, sophisticated </li></ul></ul>03. CONSUMER INSIGHT & SEGMENTATION
    20. 20. 04. BRAND CONCEPT
    21. 21. BRAND CONCEPT 04. BRAND CONCEPT
    22. 22. BRAND CONCEPT <ul><li>“ The Soul of the City” </li></ul><ul><ul><li>Every city has a personality, an essence, a soul. Through the audio guides people can truly get to (vivir) experience the city. These guides will bring the city to life right in front of your eyes. It’s the only way of connecting with the city. It’s like the city speaking to you. </li></ul></ul>04. BRAND CONCEPT
    23. 23. 04. BRAND CONCEPT
    24. 24. 05. BRAND IDENTITY 05. BRAND IDENTITY
    25. 25. VISION & MISSION <ul><li>Vision: </li></ul><ul><ul><li>To be the best provider of quality travel content and a worldwide recognized brand </li></ul></ul><ul><li>Mission: </li></ul><ul><ul><li>To provide our customers with an unique, fun and entertaining travel experience by continually connecting them emotionally to the city and its soul. </li></ul></ul>05. BRAND IDENTITY
    26. 26. BRAND STRATEGY DEVELOPMENT INTERNAL EXTERNAL FIXED VARIABLE BRAND VISION To be the best provider of quality travel content and a worldwide recognized brand. BRAND PROMISE We connect travelers to the city in an emotional way by providing unique experiences. BRAND DELIVERY To provide unique, fun and entertaining audio and travel content. BRAND POSITIONING For modern travelers, we are a travel guide which provides emotional audio content that connects travelers to the city. 05. BRAND IDENTITY
    27. 27. POSITIONING 05. BRAND IDENTITY
    28. 28. BRAND STRATEGY 05. BRAND IDENTITY
    29. 29. BRAND IDENTITY 05. BRAND IDENTITY
    30. 30.
    31. 31.
    32. 32.
    33. 33.
    34. 34. BRAND IDENTITY <ul><li>Colors: </li></ul><ul><ul><li>Color Palette </li></ul></ul><ul><ul><li>CMYK, RGB </li></ul></ul><ul><ul><li>Meaning: </li></ul></ul><ul><ul><ul><li>“ Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation .” </li></ul></ul></ul>05. BRAND IDENTITY
    35. 35. BRAND IDENTITY <ul><li>Brand Architecture </li></ul>05. BRAND IDENTITY
    36. 36. 06. IMC 06. IMC
    37. 37. CUSTOMER READINESS 06. IMC
    38. 38. MARKETING STRATEGY
    39. 39. MARKETING MIX 06. IMC
    40. 40. PRODUCT <ul><li>Digital City Pack: </li></ul><ul><ul><li>Primary Target </li></ul></ul><ul><ul><li>Mp3 Files + Pdf Map </li></ul></ul><ul><li>City Pack: </li></ul><ul><ul><li>Secondary Target </li></ul></ul><ul><ul><li>Mp3 Player + Audio Files + Print Map/Handout </li></ul></ul>06. IMC
    41. 41. MARKETING MIX 06. IMC
    42. 42. PRICE <ul><li>Digital City Pack: €4.99 </li></ul><ul><ul><li>Mp3 Files + Pdf Map </li></ul></ul><ul><li>City Pack: €14.99 </li></ul><ul><ul><li>Mp3 Player + Audio Files + Print Map </li></ul></ul>06. IMC
    43. 43. MARKETING MIX 06. IMC
    44. 44. PLACE <ul><li>Digital City Packet </li></ul><ul><ul><li>iTunes </li></ul></ul><ul><ul><li>Partnership with online booking companies </li></ul></ul><ul><ul><ul><li>i.e. Vueling, eDreams, Expedia, Click Air, etc </li></ul></ul></ul><ul><ul><li>Amazon.com and other online stores </li></ul></ul><ul><ul><li>Own website (download) </li></ul></ul><ul><ul><ul><li>www.VivaCity.me </li></ul></ul></ul>06. IMC
    45. 45. PLACE <ul><li>Partnership with Airlines </li></ul><ul><ul><li>i.e. Vueling, eDreams, Expedia, Click Air, etc </li></ul></ul>06. IMC
    46. 46. PLACE <ul><li>Amazon.com and other online stores </li></ul>06. IMC
    47. 47. PLACE <ul><li>Own website (download) </li></ul>06. IMC
    48. 48. PLACE <ul><li>Airport </li></ul><ul><ul><li>Duty free </li></ul></ul><ul><ul><li>Kiosk in strategic location in main airports </li></ul></ul>06. IMC
    49. 49. PLACE <ul><li>Hotels in 5 cities </li></ul><ul><ul><li>Modern </li></ul></ul><ul><ul><li>High-end </li></ul></ul><ul><ul><li>Service and customer-oriented </li></ul></ul>06. IMC
    50. 50. PLACE <ul><li>On-Site Stands </li></ul><ul><ul><li>In touristic areas </li></ul></ul><ul><ul><li>2-3 in each city </li></ul></ul><ul><ul><li>Eye catchy, way to advertise </li></ul></ul><ul><ul><li>Portable and easy to set up </li></ul></ul><ul><ul><li>Offers free information </li></ul></ul>06. IMC
    51. 51. MARKETING MIX 06. IMC
    52. 52. PROMOTION - ONLINE <ul><li>Website (Vivacity.com) </li></ul><ul><ul><li>Offering free travel content </li></ul></ul><ul><ul><ul><li>Things to do, insider tips, restaurants, pictures, useful links, online postcards to send to friends </li></ul></ul></ul><ul><ul><li>Travel Blog & Podcast </li></ul></ul><ul><ul><li>Free audio sample </li></ul></ul>06. IMC
    53. 53.
    54. 54. PROMOTION - ONLINE <ul><li>Search Engine Optimization </li></ul>06. IMC Search Engine Relationship Chart
    55. 55. PROMOTION - ONLINE <ul><li>SEO & Google Adwords </li></ul><ul><ul><li>Pay-per-click </li></ul></ul><ul><ul><li>Google Adwords + Analytics </li></ul></ul>06. IMC
    56. 56.
    57. 57. PROMOTION - ONLINE <ul><li>Analytics & Metrics </li></ul>06. IMC
    58. 58.
    59. 59. PROMOTION - ONLINE <ul><li>Podcast </li></ul><ul><ul><li>Travel Podcast </li></ul></ul><ul><ul><li>Free audio content </li></ul></ul><ul><ul><ul><li>Things to do, nightlife, culture and useful information </li></ul></ul></ul>06. IMC
    60. 60.
    61. 61. PROMOTION - ONLINE <ul><li>YouTube Channel + Viral Video </li></ul><ul><ul><li>Develop a viral video for YouTube to get people talking about </li></ul></ul><ul><ul><li>Drive traffic to website </li></ul></ul>06. IMC
    62. 62. PROMOTION - ONLINE <ul><li>Photo, Video, PowerPoint, SlideShow </li></ul>06. IMC
    63. 63. PROMOTION - ONLINE <ul><li>Social Networks </li></ul><ul><ul><li>Facebook fan page </li></ul></ul><ul><ul><li>Myspace page </li></ul></ul><ul><ul><li>Twitter profile </li></ul></ul><ul><ul><li>A Small World profile & forum </li></ul></ul>06. IMC
    64. 64. PROMOTION - ONLINE <ul><li>Social Networks </li></ul>06. IMC
    65. 65. PROMOTION - ONLINE <ul><li>Microblogging </li></ul>06. IMC
    66. 66. PROMOTION - ONLINE <ul><li>Blogging </li></ul>06. IMC
    67. 67. PROMOTION - ONLINE <ul><li>Email Marketing & Trigger Marketing </li></ul>06. IMC
    68. 68. PROMOTION - ONLINE <ul><li>Trust Marketing </li></ul>06. IMC
    69. 69. PROMOTION - ONLINE <ul><li>Group & Discussions </li></ul>06. IMC
    70. 70. PROMOTION - ONLINE <ul><li>Content Marketing & Link Baiting </li></ul>06. IMC
    71. 71. PROMOTION - ONLINE <ul><li>Mobile </li></ul>06. IMC
    72. 72. PROMOTION - ONLINE <ul><li>Wiki </li></ul>06. IMC
    73. 73. PROMOTION - ONLINE <ul><li>Tagging, Sharing and Bookmarking </li></ul>06. IMC
    74. 74. PROMOTION - ONLINE <ul><li>Directory Listing </li></ul>06. IMC The WWW Virtual Library
    75. 75. PROMOTION - ONLINE <ul><li>Mapplets, Geotagging, Mashups </li></ul>06. IMC
    76. 76. PROMOTION - ONLINE <ul><li>Word-of-Mouth (online PR) </li></ul>06. IMC
    77. 77. PROMOTION - ONLINE <ul><li>Search Marketing, Web Advertising </li></ul>06. IMC Christian Advertising Network
    78. 78. PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06. IMC
    79. 79. PROMOTION - ONLINE <ul><li>Internet Radio Advertising </li></ul>06. IMC
    80. 80. PROMOTION - ONLINE <ul><li>Online Banner advertising </li></ul><ul><ul><li>Online booking companies </li></ul></ul><ul><ul><ul><li>Vueling, ClickAir, EasyJet, … </li></ul></ul></ul><ul><ul><ul><li>Expedia, Skyscanner, … </li></ul></ul></ul><ul><ul><ul><li>Hotels.com, Bookings.com, … </li></ul></ul></ul>06. IMC
    81. 81. PROMOTION – TRADITIONAL <ul><li>Guerrilla Marketing </li></ul>06. IMC
    82. 82. PROMOTION – TRADITIONAL <ul><li>Posters in airports </li></ul><ul><li>Point-of-Sales Display </li></ul>06. IMC
    83. 83. PROMOTION – PR <ul><li>Press Releases </li></ul><ul><ul><li>Local newspapers & Online PR </li></ul></ul>06. IMC
    84. 84. PROMOTION – PR <ul><li>Electronic Press Kit, Online Newsroom </li></ul>06. IMC
    85. 85. 07. RECOMMENDATIONS 07. RECOMMENDATIONS
    86. 86. RECOMMENDATIONS <ul><li>Audio Content: </li></ul><ul><ul><li>Emotional content </li></ul></ul><ul><ul><ul><li>Tone of voice; Enthusiastic </li></ul></ul></ul><ul><ul><li>Lively Experiences </li></ul></ul><ul><ul><ul><li>Street sounds, people talking, music, etc </li></ul></ul></ul>07. RECOMMENDATIONS
    87. 87. RECOMMENDATIONS <ul><li>Key Factor for Success </li></ul><ul><ul><li>Developing communication that is: </li></ul></ul><ul><ul><ul><li>Relevant, Engaging and Valuable to consumers </li></ul></ul></ul><ul><ul><li>Be part of every conversation, create Buzz </li></ul></ul><ul><li>Risks: </li></ul><ul><ul><li>Breaking the Brand Promise </li></ul></ul>07. RECOMMENDATIONS
    88. 88. RECOMMENDATIONS <ul><li>Customer Relationship Management </li></ul>07. RECOMMENDATIONS
    89. 89. THANK YOU
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