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Marketing to the 21st century traveler.

by William Bakker

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Marketing to the 21st century traveler. A presentation I gave at Tourism Calgary's "Think Social! Be Social!" event on March 3, 2011.

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MikeyDa Photographer
Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
When one starts with small niches the presumption is often that the numbers are too small to matter. However, strong communities grow organically as you can see with the HonoluluMarathon. Equally important is the fact that they interconnect with other communities. People have multiple interests and the overlap is where richness and relevance (for consumers) can be found.
Passion is very strong interest. Passion is the heartbeat of the community – very few people write about topics in great volumeInfluencers are people who are interested in the topic and are influencers in a larger community(ie – cooking with lavendarblogger (passion), homeopathic medicine interest (influencers) – larger community of natural remedies/diets)
This is Roy Choi. He lives in LA and used to be a chef at high-end restaurants. But now he’s a successful entrepreneur. Let me tell you what he did. And also what those giant tubs of meat are.
One day a friend of his came to him with an idea. They were going to sell tacos. But no any taco. Korean-bbq type tacos. Call it a mexicanfushion dish. How do you make a Korean BBQ Taco successful?
First you start selling them out of a truck. And second, you keep moving the truck around so nobody really knows where you are. Does it sound like a recipe for success yet?
Twitter! Roy and his staff use Twitter to tell their Twitter followers where they’re going to be and when. They also use it to stay in touch, take suggestions for locations and more. And as a result, they have created a huge fanbase.
allenjaelejslander
BENWhat does it mean for you? You now have a business that markets itself….If you have a particular target audience, you can find everything about them!What’s important to them?How can you accommodate them?You can learn what you can do better… if you use that, you can make about your product better“NO! We don’t have ice cream!!!!”

Marketing to the 21st century traveler. Presentation Transcript

William Bakker
@wilhelmus
The 21st century traveler
“If Disney created a magical Kingdom of Crystal, he would surely have used the fabled "Crystal Worlds" as his role model.”
“The uniqueness of the Swarovski Crystal Worlds is the dream dreamt – the material avowal of a corporation to the diversity of ideas that are unleashed by their material of creation, ultra-brilliant crystal.”
Communities are bonded by Common passion
Passion
Influencers
Community
Overlapping Communities:
Passion
passion
Influencers
Influencers
Community
Community
“Get people talking about Dallas”
Remarkable Experience:
LOCAL TEAM
Influencers:
MEDIA, BLOGGERS
Community:
EVERYBODY IN TOWN
“This promotion/activity brought out the best in all of us. We approached total strangers without fear or judgement. We looked each other in the eye, spoke and smiled
I just want to say ‘thank-you’ for such an absolutely fun and memorable experience.”
-- Len Stanley
Kogi
How to build a business that markets itself
The social marketing cycle
Research
Learn your consumers
Marketing
Delivery
Product Design
Create a remarkable experience
Exceed expectations
Generate awareness
Recommendations
R&D
Customer satisfaction
Manage Community
Extend Relationship
Feedback
Maintain post-purchase
Accept community input
Empower product champions
5
Online Marketing Tips
1
Be Remarkable
2
Have a great website
3
Be found
4
Respect Tripadvisor
Show of Hands
5
Monitor and join the
conversation
William’s four easy steps
to social media
Remarkable experiences spark conversations in social media
Social Media builds relationships
Relationships create trust
Trust generates sales
All it takes is sweat
THANK YOU
stay in touch
thinksocialmedia.com
facebook.com/ThinkSocialMedia
@thinkSM
wilhelmus.ca
@wilhelmus
william@thinksocialmedia.com

Marketing to the 21st century traveler.

by William Bakker

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Marketing to the 21st century traveler. Presentation Transcript