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.

1. 1
Marketing Through The Visitor Behavior Cycle

2. Roger Hurni
Managing Partner/Chief Creative Officer
Off Madison Ave
@RogerHurni

3. 3

4. Marketing through
The Visitor Behavior Cycle
4

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

6. 6

7. 7

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
Fantasy Football
Central
Television/TV
Tea Lovers
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Pets
Skydiving
Genetic
Genealogy
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Ingress
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Deep Astronomy
The Hunger Games
Social Media Strategy
The Walking
Dead Circle
WWE and TNA Fans
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Algorithms
& Coding
Scuba Diving
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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
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Biking
Digital Scrapbooking
Philosopy of Religion
Thru-hiking
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Mobil Devices
True Blood Circle
Harry
Potter
Everything
Music
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Baking
Space
Makers, hackers, artists & engineers Linux
JavaScript
Google+
Photographic Society
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deviantART Community
NEXUS
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Jesus Christ Daily
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Nos Gusta la Música
Macro Photography
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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

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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

11. 11
15
HUNDRED
Potential Pieces of
New Content

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%

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16. Despite radical changes in channels and data,
people still work in predictable ways.
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17. 17
Branding Sales Informative

18. 18
Branding Informative
Sales

19. 5 Stages of Travel Planning
19

20. 20
Dream Plan Book Experience Share

21. Segmented Behaviors
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Talking
to friends
Thinking
about a trip
Researching
Creating an
itinerary
In trip
planning
Sharing an
experience
Adapting to
changes

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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

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Share your story

31. Inspiration

32. Intent

33. Pre-booking

34. Post-Booking /
In-market Planning

35. Re-engagement

36. Move each customer from Awareness
to Decision to Confidence in that decision.

37. Consumers no longer follow
a predetermined linear path.

38. 38
Exposure Conversation Nurture Sale Advocacy

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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.

41. 41
Exposure Conversation Nurture Sale Advocacy

42. 42
Nurture
Conversation
Exposure
Exposure
Sale
Advocacy
Nurture
Conversation
Nurture
Conversation

43. Each behavior trigger point requires
four key components.

44. Sensory:
Has a visual, touch, auditory, smell, or taste cue.

45. Emotional:
Delivers an emotive connection to the experience.

46. Intelligent:
Creates an exchange of relevant, useful information.

47. Congruent:
Base information exchange on individual actions
and in parallel to the need.

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.

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54. We are moving into a “Post-campaign Era.”
- Forrester Research

55. Percent of Millennials that don’t trust email.
55
Don't Trust Trust
0 25 50 75 100
Source: Forrester Research
38%

56. Percent of Millennials that don’t trust digital ads.
56
Don't Trust Trust
0 25 50 75 100
Source: Forrester Research
49%

57. Percent of Millennials that don’t trust information
in branded apps.
57
Don't Trust Trust
0 25 50 75 100
Source: Forrester Research
36%

58. Percentage of Millennials are
more likely to share information
with a brand they trust.
Source: SDL 58
60%

59. Percentage of Millennials
willing to share more personal
data if it means more relevant
offers to them.
Source: SDL 59
54%

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62. Marketers need to prepare for the future
now with a strategic approach to collecting
and using customer data.

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If you are just collecting data and adding
it to a database then you are on your way
to becoming extinct.

64. Sales are easy.
Getting a customer for life is hard.
64

65. A marketing strategy isn’t one big campaign
executed everywhere.
65

66. It’s lots of small behavior-based campaigns
that change over time as audiences interact
with them.
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67. Thank you.
ROGER HURNI
Off Madison Ave
www.offmadisonave.com
480-505-4500
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