Roger Hurni, partner and Chief Creative Office at Off Madison Ave discusses how travel and tourism brands can better segment audiences for more relevant, timely and powerful communications.
5. Mobile
Content
Marketing
Social Media
Google
Plus
Groups
A Small
World
Email
The Marketing Revolution
Niche Social
Networks
Print
TV
POS
Radio
Website
Out of
Home
Tele-marketing
Addressable
Voice
SMS +
MMS
IM
Search
Online
Video
Online
Display
Paid
Search
Twitter
Landing
Pages
Microsites
Affiliate
Marketing
Wikis
Webinars
Blogs
RSS
Podcasts
Social
Networks
Widgets
Mobile
Web
Behavioral
& Ads
Game
Branding
Facebook
Instagram
YO
Snapchat
Direct
Mail
Apps
Online
Radio
Branded
Entertainment
8. Poesía
Xbox Dicas de Beleza
Cinema Every Day Teen Post
Wisdom
Adsense SEO Questions
Inspirational Quotes Earth
8
Cosplay Mountain
The Photo Community
Android
Design For
The Modern
HTML5
World
Landscape Photography
Star
Wars Android
Google Art Project
DIY Drones
CyanogenMod
Education
Revolution
Development
Ubuntu
Read Banned
Books
HDR Photography autoawesome
Exploration
Gem Lovers
College Football
Mom, Pregnancy
& New Babies
Anglo-Celtic Cuisine
Bodybuilding
Get Fit
Our World’s
Wildlife
Plastering
& Drywall
Academy of
Electronic Music
Parkour
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Central
Television/TV
Tea Lovers
Men &
Pets
Skydiving
Genetic
Genealogy
Comic Book
Community
Ingress
Running Man
Deep Astronomy
The Hunger Games
Social Media Strategy
The Walking
Dead Circle
WWE and TNA Fans
Korean Food
NFL Football
Algorithms
& Coding
Scuba Diving
Libertarian
Wedding
Inspiration
Fitness & Weight Loss
Geek
Your Home
Versus
Raspberry Pi
Social
Media
Weather
Photography
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Beauty
Psychology
Traveling
Hacker News
Game of
Thrones Circle
Paper Crafts
Gaming
Biking
Digital Scrapbooking
Philosopy of Religion
Thru-hiking
Self Help Punch
Mobil Devices
True Blood Circle
Harry
Potter
Everything
Music
Cakes &
Baking
Space
Makers, hackers, artists & engineers Linux
JavaScript
Google+
Photographic Society
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YouTubers!
deviantART Community
NEXUS
Running
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Startup Bootstrappers
Jesus Christ Daily
Cute Pictures of Cats
Nos Gusta la Música
Macro Photography
Dog of the Day
Eu Acredito em Dues!
Python
Healthy Living
Light Box
Top
Quotes
Fitness
Facebook
Direction
Dream Vacations
3D Printing
Beautiful Things
Funny Pictures & Videos
150
THOUSAND
Google+
Communities
8
9. 9
Facebook
YouTube
Qzone
Sina Weibo
WhatsApp
Google+
Tumblr
LINE
Twitter
WeChat
Tencent Weibo
LinkedIn
YouKu
Instagram
Tudou
RenRen
Pinterest
Badoo
Orkut
Foursquare
Vine
vkontakte
Myspace
Snapchat
World’s largest social networks
0 400000000 800000000 1200000000 1600000000
10. 10
250
BILLION
Photos
on Facebook
350
MILLION
Photos Uploaded
Daily to Facebook
4.75
BILLION
Items Shared on
Facebook Daily
12. Marketing executives who admit to not using
behavioral data.
12
Not Using Behavioral Data Using Behavioral Data
0 25 50 75 100
Source: Business Insider
76%
13. Marketers who actively pushing segmented data
and measuring results.
13
Using Segmented Data Not Using Segmented Data
0 25 50 75 100
Source: Business Insider
13%
24. Training
24
Concerns
about zip line
safety
Researching
food options
Options
for kids
Inquiring
about gear
Sharing with
friends
25. The New Marketing Cycle is
about creating relevant communications
based on moment in time behaviors.
25
26. ARIZONA OFFICE OF TOURISM
Opportunities:
• Take a stronger, more specific stance in order to establish
more of an emotional/sensory connection and increase brand
impact
• Increase return on investment by focusing on audiences that
fit the maximum number of desired behavioral, contextual and
geographic attributes
• Leverage the highest ranking differentiators as Arizona’s
“ownable space”
26
27. ARIZONA OFFICE OF TOURISM
We have an opportunity to:
• Position activities as part of a well-rounded, memorable
vacation experience that are within the reach of target
audiences
• Capitalize on Arizona being less structured and manufactured
27
28. ARIZONA OFFICE OF TOURISM
28
MMGY
Portrait of the
American
Traveler
Longwoods
Image
Research
Sojern data
Data
analysis:
visitation,
media habits
SMARI
Image and
Positioning
Study
Qualitative
interviews
GfK/MRI
consumer
insights
29. 29
Newspaper
Magazine
Local Sites
Out of Home
Television
Social Media
Search
Travel Niche
Behavioral
Social Media
Arizona Guide
Advertorial
Sponsored Content
OTA
Conquest
Search
Email Nurture
Search
API Open Table
TripAdvisor
Travelzoo
Social Media
Email
Forward to a Friend
Banner
Email Nurture
Search
TripAdvisor
Travelzoo
Social Media
40. The consumer does not have to follow a
prescribed sequence of events.
She creates her own personalized path of
interest to her, at whatever degree of relevant
detail.
48. The promise of the brand happens
at the marketing level.
The execution of a brand happens
at an operational level.
And the management of a brand happens
at the consumer level.
48
49. The consumer is your brand manager
and in control of the experience.