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Katrina Barry - What gets your brand there doesn’t keep you there - Millennial brand evolution with insight

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What gets your brand there doesn’t keep you there - Millennial brand evolution with insight

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Katrina Barry - What gets your brand there doesn’t keep you there - Millennial brand evolution with insight

  1. 1. 55YEARS
  2. 2. What gets you there doesn’t keep you there!
  3. 3. Your product will be different How you talk to your customers will be different Your purpose stays the same IN 1 YEAR OR 50 YEARS… 1 2 3
  4. 4. From camping through Europe in the 60s to…
  5. 5. INSIGHT IS KEY LISTEN LOOK LEARN
  6. 6. 7 6 0 3 % FLEXIBILITY AND FREEDOM I’d like all of the essentials to be taken care of, but I would love lots of free time and freedom to explore my own way
  7. 7. 7 6 4 3 % CONNECTION I want social connection. I want to chat and not just on whatsapp, tinder or messenger...
  8. 8. ALL YOUTH TRAVEL CONTIKI ALL OTHER TOURS INDEPENDENT TRAVEL
  9. 9. INDEPENDENT INSIDER Designed for freedom
  10. 10. How do we talk to Millennials today?
  11. 11. 55YEARS
  12. 12. THINK LIKE A PUBLISHER BE THE PUBLISHER
  13. 13. RISE OF UGC User generated content in ads get 4x higher click- through rates 4X
  14. 14. MORE CONTENT = MORE ENGAGEMENT Of millennials say they are likely to remain loyal through consistent engagement with a brand. 62%
  15. 15. EXPERTISE Of Millennials say they’re more likely to buy from a brand that provides educational content 42%
  16. 16. THE RISE OF THE MICRO-INFLUENCER Of Millennials trust recommendations from people they know 42%
  17. 17. The skill set in the team Implemented a publishing schedule with monthly editorial themes Created more content WHAT WE CHANGED
  18. 18. Itwasn’t enough. BUT,
  19. 19. An army of storytellers Convert an engaged audience Connect what they care about to travel
  20. 20. 3x eCommerce transactions from TTP growing 3x the rate of other campagns 30% Reduction in bounce rate 45% More page views in session from traffic driven by TTP Results?
  21. 21. WE EXIST TO CONNECT YOUNG PEOPLE THROUGH LIFE CHANGING, SOCIAL TRAVEL EXPERIENCES, BECAUSE TRAVEL MAKES US ALL BETTER HUMANS.
  22. 22. Your product will be different How you talk to your customers will be different Know your purpose and don’t deviate from your WHY So-What? 1 2 3 What gets you there doesn’t keep you there!

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