Spain social travel market
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Spain social travel market

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  • CONTÁNDOLES ALGO QUE INTERESE. LA MARCA TIENE UNA HISTORIA, PRESENTA UN CONTENIDO EMOCIONAL
  • SIENDO LOS PROPIOS USUARIOS QUIENES COMPARTEN Y TRANSMITEN ESE MENSAJE: EL USUARIO COMO CANAL Y GENERADOR DE CONTENIDO. MAYOR FIABILIDAD.

Transcript

  • 1. MARKETING SPAIN IN TIMES OF AUSTERITYSOCIAL TRAVEL MARKET
  • 2. INDEX1. Ten commandments of country branding2. Spain’scurrent marketing strategy3. I needSpain: ouradvertisingcampaign4. Brandedcontent5. Brand ambassadors6. Online strategy7. What comes next?
  • 3. TEN COMMANDMENTS OFCOUNTRY BRANDING
  • 4. Ten Commandments of Country Branding A COUNTRY IS A BRAND…In fact, people are brands as well 1
  • 5. Ten Commandments of Country Branding …BUT A COUNTRY BRANDIS OWNED BY CONSUMERS, NOT GOVERNMENTS Surprise, surprise!A brand is what your customers think of you 2
  • 6. Ten Commandments of Country Branding CREATE A LONG TERM STRATEGY No strategy, no results 3
  • 7. Ten Commandments of Country Branding DIFFERENTIATE FOCUS ON 1 OR 2 MAIN FEATURES ONLY Avoid trying to sell everything to everybody Segment, Target, Position 4
  • 8. Ten Commandments of Country Branding FOCUS ON EMOTIONS From USP to ESP*Become an emotional country Brand (Brazil, Italy, Spain)Unique Selling PropositionEmotional Selling Proposition*TMRaul Peralba 5
  • 9. Ten Commandments of Country Branding CREATE A STORYStorytellingis the most powerful way of communication 6.1
  • 10. Ten Commandments of Country Branding CREATE A STORYIn a visual world, words are more powerful than images 6.2
  • 11. Ten Commandments of Country Branding CREATE A STORYForget logos (people don’t see logos) and turn slogans into anthems 6.3
  • 12. Ten Commandments of Country Branding CONTENTIS KING… Inspire people to create your own content: UGC* are the new ads*User Generated Contents 7
  • 13. Ten Commandments of Country Branding …BUT ONLY RELEVANT CONTENT IS KINGCommunicate only what interests your audience From push to pull strategies 8
  • 14. Ten Commandments of Country BrandingDIGITAL MARKETING IS NOTAN OPTION, SOCIAL MEDIA IS NOT A TREND Design a 360°, seamless on-off campaign 9
  • 15. Ten Commandments of Country Branding IN TIMES OF SCARCITY BIG IDEAS REPLACE BIG BUDGETS… THINK OUT OF THE BOX!! 10
  • 16. Spain’scurrent marketing strategy
  • 17. Spain’s current marketing strategy THE CHALLENGE HOW TO COMMUNICATE A RELEVANT MESSAGE TO A FRAGMENTED AUDIENCE IN A SATURATED ENVIRONMENT WITH LIMITED RESOURCES?
  • 18. Spain’s current marketing strategy STORYTELLING
  • 19. Spain’s current marketing strategy I NEED SPAINA MESSAGE THAT COMES FROM THE CONSUMER: IT FOCUSES ON THEIRPERSONAL EXPERIENCES & STORIES
  • 20. Spain’s current marketing strategy
  • 21. Spain’s current marketing strategy
  • 22. We also investedin co-marketing
  • 23. Co-marketing and strategic partnering
  • 24. BRANDEDCONTENT
  • 25. Branded content ZINDAGI NA MILEGI DOBARA
  • 26. Branded content MTV FIX YOU
  • 27. BRANDAMBASSADORS
  • 28. Brand ambassadors REAL MADRID
  • 29. Brand ambassadors
  • 30. Brand ambassadorsSPANISH NATIONAL BASKETBALL TEAM
  • 31. Brand ambassadors
  • 32. Brand ambassadors
  • 33. Brand ambassadors
  • 34. ONLINESTRATEGY
  • 35. Online StrategyUSER GENERATED CONTENT SPAIN ADDICTS
  • 36. Online Strategy www.ineedspain.com
  • 37. Online Strategy UK
  • 38. MULTIPLATFORM,MULTICHANNEL STRATEGY
  • 39. Multiplatform, multichannel strategy SOCIAL NETWORKS
  • 40. THE FACEBOOK TRAP: HIGH VOLUME, LOW ENGAGEMENT
  • 41. Multiplatform, multichannel strategy UK: Focus on engagement SOCIAL NETWORKS
  • 42. Multiplatform, multichannel strategy APPS iSpain + IneedSpain
  • 43. Multiplatform, multichannel strategy
  • 44. WHAT COMES NEXT?FROM CMO TO CCO (CHIEF CONTENT OFFICER) FLASHMOBS GUERRILLA MARKETING BLOGGERS
  • 45. MAKING THE MOST OF SOCIAL MEDIA
  • 46. YouTube Original viral video:http://youtu.be/phB5gSD7 -10 Burger King makes the most of it: http://youtu.be/d4j1BBo R_Bw
  • 47. FacebookSomeone named Thomas Cook is not happy with the burden of the name, andcontacts Thomas Cook the tour operator through Facebook… Thomas Cook Lowcostholidays jumps in neglectsanopportunity by and makes the most of it notadapting Thomas Cook in Paris, finally “Lowcostholidays scores a social media coup, while Thomas Cook scrambles to respond”, Tnooz October 17, 2012
  • 48. SOCIAL NEWS HUBwww.spain.info/uk/socialnewshub
  • 49. ¡MUCHAS GRACIAS! Find us at: @Spain_inUK www.facebook/SpaininUK www.spain.info/uk/socialnewshub www.ineedspain.com www.spain.info www.youtube.com/spain