Ganar a través de la autenticidad

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Presentación de Mrs. Marlies Glatz, de la organización austríaca “Vacaciones en granjas” (Urlaub am Bauernhof), sobre "Wie wir leben” – Ganar a través de la autenticidad: Cómo las historias emocionales de la vida rural llenan camas en las granjas turísticas austríacas", en el 8.º Congreso Internacional de Turismo Rural de Navarra http://www.congresoturismorural.es/

Marketing

How authenticity fills beds
in Austrian holiday farms
Marlies Glatz
2017-02-24
Pamplona, Spain
A story can put your
whole brain to work!

Austria:
4,200 holiday farms
33,000 tourist beds
1 billion € value creation
load factor of 106 days per year
Carinthia:
400 holiday farms / alpine huts
6,000 beds
About us

Digital lifestyle
Source: The Next Web (facebook)
Via: michaldziekan.com
stories.urlaubambauernhof.com
Source: www.spiegel.de

What are we
really
searching for?
stories.urlaubambauernhof.com

Distance. Space. Nature.
Being outside.
Getting to know people.

Focused on people & places.
Deeply personal & individual.
Farmers tell their own stories. No speakers.
Let others tell the story of our product.
It’s the story
that matters.

Mediastyle
Video, text, photo.
Original and without any glamour.
Retro filter.
Avoiding promotional wording.

CONTENT on platforms: Multipliers
stories.urlaubambauernhof.com

Online Marketing
• Google AdWords (Display and Keyword)
• Facebook-Ads (Photo and Video)
• Youtube Ads (TrueView)
• Instagram Ads
• Remarketing Ads

Results
12 stories (from June 2016).
Conversions generated: 778.
One prestigious campaign award (CREOS).
Happy farmers.

To be continued …
In the end of 2018: about 30 stories online
Plus: regional press, Twitter, Blogs, ...
Print product (magazine style)
Best of #WieWirLeben - 12 stories

“Stories are used to put
kids to sleep and to
wake up adults.”
Jorge Bucay

Thank you.
@landmaedel2pt0
@urlaubambauernhof
Marlies Glatz
2017-02-24
Pamplona, Spain

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Ganar a través de la autenticidad

1. How authenticity fills beds in Austrian holiday farms Marlies Glatz 2017-02-24 Pamplona, Spain A story can put your whole brain to work!

2. Austria: 4,200 holiday farms 33,000 tourist beds 1 billion € value creation load factor of 106 days per year Carinthia: 400 holiday farms / alpine huts 6,000 beds About us

3. Video

4. stories.urlaubambauernhof.com

5. Digital lifestyle Source: The Next Web (facebook) Via: michaldziekan.com stories.urlaubambauernhof.com Source: www.spiegel.de

6. What are we really searching for? stories.urlaubambauernhof.com

7. Distance. Space. Nature. Being outside. Getting to know people.

8. Authenticity. Real life.

9. Focused on people & places. Deeply personal & individual. Farmers tell their own stories. No speakers. Let others tell the story of our product. It’s the story that matters.

10. Mediastyle Video, text, photo. Original and without any glamour. Retro filter. Avoiding promotional wording.

11. Video

12. CONTENT on platforms: Multipliers stories.urlaubambauernhof.com

13. Online Marketing • Google AdWords (Display and Keyword) • Facebook-Ads (Photo and Video) • Youtube Ads (TrueView) • Instagram Ads • Remarketing Ads

14. Results 12 stories (from June 2016). Conversions generated: 778. One prestigious campaign award (CREOS). Happy farmers.

15. Goals • Increase customer loyality (members) • High quality content • Revenue generation: bring guests, fill beds • Improvement of the brand image „Holidays on the farm in Austria“.

16. To be continued … In the end of 2018: about 30 stories online Plus: regional press, Twitter, Blogs, ... Print product (magazine style) Best of #WieWirLeben - 12 stories

17. “Stories are used to put kids to sleep and to wake up adults.” Jorge Bucay

18. Thank you. @landmaedel2pt0 @urlaubambauernhof Marlies Glatz 2017-02-24 Pamplona, Spain

Ganar a través de la autenticidad

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