Marketing Through Seasonality


Published on

May 15, 2013 presentation at Utah Tourism Conference. Presented by Jeremy Chase.

Published in: Travel, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Marketing Through Seasonality

  1. 1. Marketing ThroughSeasonalityUtah Tourism ConferenceMay 15, 2013Thursday, May 16, 13
  2. 2. Thursday, May 16, 13
  3. 3. OfficesLos AngelesPortlandSalt Lake CityNew York City65employees4officesThursday, May 16, 13
  4. 4. KeyPracticesStrategyBrandTargetingDigitalSocialCreativeTV/VideoInteractivePrintSocialDesignBrandingUIPackagingMobileProductionBuildMotion3DContentTechnologyInnovationMobileInstallationsAggregationThursday, May 16, 13
  5. 5. Expertise inTravel and TourismThursday, May 16, 13
  6. 6. A Legacy inEntertainmentThursday, May 16, 13
  7. 7. Reputation forDigital InnovationThursday, May 16, 13
  8. 8. ClientsThursday, May 16, 13
  9. 9. Industry Recognition Multiple Webby AwardsCannes Gold LionLondon International AwardGold ClioFWA Site of the Day/Month/YearAdAge Small Agency Award - SouthwestMultiple National Addy AwardsThursday, May 16, 13
  10. 10. Lemony Snicket’s“…the purest exampleof visual elegance onthe big screen…”Nike“Cleverly designedwebsite to promote thespirit of the films andthe storied shoe...”TCBY“TCBY is getting abig visual boost withthis concept.”Gatorade“Since its launch,discussions aboutsports performancehave jumped to nearly60% from 35%...”Utah Tourism“Its a clever, yetbeautiful idea…”Awards are one thing.Creating buzz is another.Thursday, May 16, 13
  11. 11. So, who is Struck?Thursday, May 16, 13
  12. 12. Struck is a digital-forwardcreative agency makingbrands greater than.Thursday, May 16, 13
  13. 13. Thursday, May 16, 13
  14. 14. Agency ReelThursday, May 16, 13
  15. 15. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaLet’s talk seasonalityThursday, May 16, 13
  16. 16. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaIn a sense...Thursday, May 16, 13
  17. 17. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaBattling it can be likeDavid vs. GoliathThursday, May 16, 13
  18. 18. Natural SeasonalityThursday, May 16, 13
  19. 19. Institutional SeasonaliltyThursday, May 16, 13
  20. 20. Institutional SeasonaliltyThursday, May 16, 13
  21. 21. Institutional SeasonaliltyThursday, May 16, 13
  22. 22. Thursday, May 16, 13
  23. 23. So...back to David vs. Goliath?Thursday, May 16, 13
  24. 24. Thursday, May 16, 13
  25. 25. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaTry to take a different tackThursday, May 16, 13
  26. 26. Thursday, May 16, 13
  27. 27. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaLet’s get started...Thursday, May 16, 13
  28. 28. Holiday Window StrollIt all begins and ends with digitalThursday, May 16, 13
  29. 29. Online travelers continue to be alive and welland darn near everywhere• Today, 6 in 10 travelers use onlineresources for researching and nearly 5 in10 to book• That equates to 123 million planners and101 million bookers• Trending growth over the next 4 years, inboth the planning and booking phasesThursday, May 16, 13
  30. 30. When they do book, your website is like yourfront door• And a little more than 1/3 of customersare knocking on it.• OTAs are second highest channel.• Cumulatively, almost 75% of reportedbooking channels are online.Thursday, May 16, 13
  31. 31. The Research (or Dreaming) phase is beingserved more and more through social media• Three-quarters of travelers use FB as partof the research phase• Photos• Video• Stories and statuses• Instagram projected to grow even higher inyears to comeThursday, May 16, 13
  32. 32. Think Mobile, because travelers arealready there• Mobile internet and mobile apps arebecoming part of the travel experience.• In the moment, in real time.• On the go travel planning creates anopportunity to interact at the point ofcontact and immediacyThursday, May 16, 13
  33. 33. Holiday Window StrollWhat else do weknow about travelers?Thursday, May 16, 13
  34. 34. Holiday Window StrollGenerational perspectivesThursday, May 16, 13
  35. 35. Boomers (born 1946-1964)• Do not reach quite as high levels of activity as their younger counterparts; nearly 8in 10, or 59.9 million baby boomers, were regular internet users in 2012• Mobile internet and smartphone uptake were slow compared to other groups• Have also not taken up social networking to the same degree as younger webusers, but 57.6% of internet users did use the services in 2012• Accounted for more than one in five social network users and about the sameshare of Facebook users in 2012• Digital video is even more popular than social sites with boomers; nearly 6 in 10boomer internet users downloaded or streamed video at least monthly in 2012Source: eMarketerThursday, May 16, 13
  36. 36. Thursday, May 16, 13
  37. 37. Gen X (born 1965-1980)• Avid consumers of online content; typically use social networking sites on at least amonthly basis• 74.5% of Gen X web users did so in 2012, and nearly two-thirds used Facebook inparticular (65.6%)• Twitter, however, reached only 14.7% of Gen X internet users at the end of last year(expected to reach 19.5% of this audience by 2017)• Digital video is even more popular among Gen X internet users than socialnetworking, with 78.7% downloading or streaming video online at least once permonthSource: eMarketerThursday, May 16, 13
  38. 38. Thursday, May 16, 13
  39. 39. Millennials (born 1981-2000)• Millennials take online activity up a notch; 92.3% used a mobile phone in 2012,among whom 63.2% used the mobile web and slightly fewer used smartphones• Highest social networking penetration of any generation; highest Facebook andTwitter use• Millennials now make up more than half of all US Twitter users, and will hoveraround that point for the next several years• Account for about four in 10 digital video viewersSource: eMarketerThursday, May 16, 13
  40. 40. Thursday, May 16, 13
  41. 41. Holiday Window StrollEight suggestionsto address seasonalitySource: HubspotThursday, May 16, 13
  42. 42. 1. Strike while the iron is hotThursday, May 16, 13
  43. 43. • Create opportunities for connection on the most prominentareas of your site• Examples for opportunities• Subscribe to an E-mail newsletter• Subscribe to a blog• Fan, follow, or like you• Provide a deal/offerBuild your database during your peak seasonThursday, May 16, 13
  44. 44. • Create content that’s current or topical: holidays, major events, pop culture• Host online contests to gather new, prospective customers• Use your social media channels (FB, Twitter, YouTube) to invite people tolearn more about your businessA few other ways to grow your databaseThursday, May 16, 13
  45. 45. 2. Ask for reviewsThursday, May 16, 13
  46. 46. • By gathering customer stories and testimonials whenthey’re still fresh means youll have reviews that aredetailed, personal and will resonate with off-seasonreaders.Testimonials offer credibility• Use them in your off-season email marketing andoff-season promotions.• Ask guests to submit pictures and videos or ask tovideo them for a case study.• The more raw and interesting content you can getfrom your customers, the better and more genuineyour promotion will be.Thursday, May 16, 13
  47. 47. Thursday, May 16, 13
  48. 48. 3. Re-imagine your contentin the off-seasonThursday, May 16, 13
  49. 49. The Four “C”s of brand-building contentThe following principles have a proven ability to increase awareness and improvebrand perception:1) Capture your brand’s North Star in branded content.2) Connect to your consumers in context.3) Create visible value.4) Continuously measure and optimize.Source: ForresterThursday, May 16, 13
  50. 50. Thursday, May 16, 13
  51. 51. If I’m a Washington County Cherry Grower...• 10 recipes that actually taste better With frozen cherriesthan fresh ones• How to Can and Jar Fruit to Last All Year• How to Make a Healthy Smoothie With Frozen cherries• 7 Outdoor Summer Activities to Book for Your Family RightNow using St. George as your basecampThursday, May 16, 13
  52. 52. 4. Be the lifeof the partyGatsby imageThursday, May 16, 13
  53. 53. Be social, the year roundThursday, May 16, 13
  54. 54. Thursday, May 16, 13
  55. 55. Thursday, May 16, 13
  56. 56. Staying year-round: a few recommendationsTwitter• Provide frequent updates• Engage in the conversation• Nurture the community• Product Twitter "chats"Facebook• Regular updates to your fans and followers• Opportunity to share video and photos with community engagement (YouTube as well)• Use polls allowing voting and discussion on fun things to do and see about your destination• Solicit engagement from direct questions resulting in focused responsesThursday, May 16, 13
  57. 57. 5. Don’t forget about e-mailThursday, May 16, 13
  58. 58. Subj. line: “Beat the heat in Idaho”Sent: 8/25/12Thursday, May 16, 13
  59. 59. While we’re talking about email...• Short Subject Line: Under 70 characters, to be exact. For mobile? 20 characters or less.• Clear From Field: Be clear to the recipient who the message is coming from. You? Company Name?Nothing technical.• Browser Version of the Email Is Offered: Including the option for recipients to view your email intheir web browser.• Short Message With Short Chunks of Text: Keep it concise and make sure you’re leading to theCTAThursday, May 16, 13
  60. 60. While we’re talking about email...• Fonts and Colors Remain Simple: Rely on a handful of colors and fewer fonts to prevent visualoverstimulation.• Clear Call-to-Action: Make it easy for readers to figure out what their next action is.• Social Sharing: According to Econsultancy, emails that include just one social sharing button have30% higher click-through rates and when you offer three or more, click-through rate jumps to 55%• Straightforward Unsubscribe Option: Don’t euphemize or hide it. Place it in the footer and make iteasy to use (though hopeful no one will!)Thursday, May 16, 13
  61. 61. 6. Generate hype with storytellingThursday, May 16, 13
  62. 62. What’s on the horizon that your customers can getexcited about?• New product offering• Early bird discounts or sales• Sweepstakes or contestsThursday, May 16, 13
  63. 63. Holiday Window StrollTell a storyThursday, May 16, 13
  64. 64. Thursday, May 16, 13
  65. 65. Consumers like a good story• Resonates with greater “truth” and notoverly sales-y.• Emotional• Engaging• Multi-platformThursday, May 16, 13
  66. 66. Elements of storytelling• IMMERSION: Create an immersive experience through content that is delivered in multi-media and that is multi-sensory. Can I go deeper into the story-world, by learning more• about it or by heightening my sensory experience of it?• INTERACTIVITY: Allow the consumer to become a part of it. Can I change or influenceelements of the story? Can I interact with other people around the story?• INTEGRATION: Ensure there is coherence across the many touchpoints. Is a cohesivestory being told across platforms? Can it interface with the real world in any way?• IMPACT: Make it lead to action. Does the story inspire me to take action in my own life?source: Future of StorytellingThursday, May 16, 13
  67. 67. Thursday, May 16, 13
  68. 68. Thursday, May 16, 13
  69. 69. Holiday Window StrollBest practices to get yourstories germinatingThursday, May 16, 13
  70. 70. MEET BASIC INFORMATION NEEDS. Audiences desire instant access to information thatdeepens their experiences of a narrative, such as added historical or cultural context for astory’s setting (e.g., “how did people actually live back then?”).OFFER A NEW VANTAGE POINT. Allow audiences to explore different perspectives—byseeing things from a certain character’s point-of-view or by becoming a characterthemselves who is not a main character. Because works of historical fiction tend to havericher, more “novel” story-worlds, they’re ripe for these types of off-the-beaten-pathinteractions.OFFER A SOMEWHAT ACTIVE EXPERIENCE. Only 12% prefer completely passive mediaexperiences, while more than half crave “a lot” of interactivity when it comes to making plotdecisions, interacting with or influencing characters, and so on.source: Future of StorytellingThursday, May 16, 13
  71. 71. source: Future of StorytellingCONVERSE WITH THE REAL WORLD. Audiences want their actions in the physical world to impactthe larger narrative. For example: contribute to battle efforts against another side by having yoursmartphone register when you’re near a particular location or another participating fan, or byimporting an object into the story-world by scanning a real version of it with your phone. Notsurprisingly, real world integration is popular for sci-fi, fantasy, and other epic stories.BE LONG-RUNNING. Forget flings; today’s audiences want to commit to long-term mediarelationships. Thirty-eight percent thought the perfect story would be 4+ installments, while 31%felt never-ending would be just the right length.Thursday, May 16, 13
  72. 72. 7. Look for niches ornew productsto differentiateThursday, May 16, 13
  73. 73. Bakery example: introduce new products(e.g. gluten-free) that can help absorb seasonal lagThursday, May 16, 13
  74. 74. Dog Bark Park, IdahoThursday, May 16, 13
  75. 75. 8. Don’t forgetyour localsThursday, May 16, 13
  76. 76. Thursday, May 16, 13
  77. 77. Holiday Window StrollMexico RussiaCelebrating the language of the holidays from around the worldChinaSummaryThursday, May 16, 13
  78. 78. 8. Don’t forget your locals7. Look for niches or new productsto differentiate6. Generate hype with storytelling5. Don’t forget about e-mail4. Be the life of the party. Year-round social activity3. Re-imagine your content in theoff-season2. Ask for reviews1. Strike while the iron is hotThursday, May 16, 13
  79. 79. Thanks.Thursday, May 16, 13