Tourism and travel marketing masterclass with Michael Leander: Athens, GreeceMichael Leander
Part 1 from The Tourism & Travel, Destination Marketing Masterclass organized by the Institute of Communication and presented by Michael Leander in Athens, Greece on 23 October 2013.
65 top managers and marketers from the tourism and travel industry in Greece attended. The marketing masterclass was kindly supported by SETE, Marketing Greece and H Hotels (the association of hotels in Greece).
The audience contributed with highly valuable and relevant input on how the tourism & travel industry in Greece can grow in the coming years.
Greece saw more than 15 million visitors in 2012 and expect to grow that number significantly over the coming years.
Michael Leander said: nothing is better than spending a day with a group of highly professional people whom really want to get inspiration on how they can improve their own business whilst contributing to the improvement of tourism in Greece. I
More Than Points: Architecting Engagement Through Game Design ThinkingDustin DiTommaso
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The Millennial Shift: Engaging the Redefined Millennials' Digital BehaviorsMatt Doherty
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Tourism and travel marketing masterclass with Michael Leander: Athens, GreeceMichael Leander
Part 1 from The Tourism & Travel, Destination Marketing Masterclass organized by the Institute of Communication and presented by Michael Leander in Athens, Greece on 23 October 2013.
65 top managers and marketers from the tourism and travel industry in Greece attended. The marketing masterclass was kindly supported by SETE, Marketing Greece and H Hotels (the association of hotels in Greece).
The audience contributed with highly valuable and relevant input on how the tourism & travel industry in Greece can grow in the coming years.
Greece saw more than 15 million visitors in 2012 and expect to grow that number significantly over the coming years.
Michael Leander said: nothing is better than spending a day with a group of highly professional people whom really want to get inspiration on how they can improve their own business whilst contributing to the improvement of tourism in Greece. I
More Than Points: Architecting Engagement Through Game Design ThinkingDustin DiTommaso
The buzz surrounding gamification as an engagement platform is reaching critical mass in our industry with the bulk of attention directed to shallow, superficial layers of points & badges but there’s more to unlock. Lot’s more.
By considering the psychological underpinnings of engagement driven by intrinsic player motivation, meaningful interactions and yes - mechanics, dynamics and aesthetics we can create a framework for architecting passionate user engagement, guiding behavior and ethically satisfying business goals.
The Millennial Shift: Engaging the Redefined Millennials' Digital BehaviorsMatt Doherty
Millennials are f&%ing everything up. They're having fun disrupting the world around them. And their behaviors around the world are shifting as a result. So how do you engage this audience? The Millennial Shift identifies trends in engagement and creative opportunities at hand.
Mobility: Mobile Marketing and Social Media from DMAI 2014 in New DelhiMichael Leander
Michael Leander's mobility presentation at the 3rd DMAI 2014 organized by the Direct Marketing Association India and co-sponsored by Strategic Marketing Services, SAP and others.
Talk centered around mobility and how mobile marketing and social media marketing should work together.
Spark aims to help you grow brands in an increasingly competitive, market place. It is rich in case-studies of successful global brands like Dove, McDonald’s and Vicks VapoRub, and replete with brainstorming tips and catchy acronyms for developing successful brand campaigns with ad agencies.
The 10 Fallacies, Myths and Legends of Planning for Digital – With an Extra S...VCU Brandcenter
Jonathan Lee, Managing Director, Marketing Strategy at Huge, gave this presentation at "Ambidexterity," the VCU Brandcenter's executive education program for account planning, on July 18th, 2013 at the VCU Brandcenter in Richmond.
Katheleen Ritz, founder of Ritz Marketing, gives us an overview of the social media technology and how we might deploy based on her own firm’s real world examples.
Digital Marketing Omnichannel Training in DubaiMichael Leander
Training in Dubai: Digital Marketing & Omnichannel Marketing Training delivered by Michael Leander. Contact to get more information about this Dubai Training program.
Boost your email marketing and marketing automation results by over 17%. Work with Michael Leander one-on-one. He is one of the earliest email marketing pioneers
His email marketing experience started in 1996. He has been using marketing automation back before the term became popular.
With his extensive background in anything to do with direct marketing and digital marketing, he can assist your organization on many levels. From strategy over creation to execution and measurement.
Find his contact details in the slides.
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2. See the pictures from the session here
Pictures from the session here
http://www.facebook.com/media/set/?set=a.10151162406261039.437893.232078671
038&type=1
3.
4. … and other new opportunities to
interact and get a response from your
audience using QR codes (or not)
5. Me too, me too, me too,
me too, me too, me too !
15. Get 11 mobile marketing case
studies – with your business card
16. Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander
18. Challenge: from eyeballs
to reel interaction?
Make sure you
include USP’s
and/or branding
when appropriate
Call to action:
Links and
Stir an descriptive
text needed
emotion
20. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action
21. Attention
Spend: € 22 Interest
Revenue: € 4.950
Desire
www.linktext.com > learn more about this masterclass Action
and see how attending can help you increase your
email marketing ROI www.linktext.com
22. Community engagement – picture
economy
• The secret lives of
luxury shoes
• Photos are
submitted through
Instagram using the
hashtag #BGShoes
• Image is placed on
map near
Bergdorf’s of
Manhattan
40. Pushing your mobile
advertisements
• Click through rates very high on mobile
banner adds
• Click through rates for in-app adds up to 12
times higher
49. Consumers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)
50. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust
filter you?
51. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful
…
52. 7 senses to consider for any mobile
marketing campaign
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and
makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands
immediate response
• Prestige: symbols of rank and respect, which earn us status
and admiration
• Vice: rebellion against rules, which tempts us toward
“forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
56. Axe girl wake me up
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss
57. Questions, comments:
send an email to michael@michaelleander.me
Michael Leander is an international
marketing speaker.
He has spoken in Pakistan
and 40 other countries
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
59. Mobile Email Design Best Practices
• A narrow email width
• Single column layout
• Compelling subject
line
• Large headlines & Call
to Actions (CTA’s)
• Bullet proof buttons
• Graceful Degradation
63. Trigger Based Push Notifications
Notifications sent from nearest McDonald’s
whenever any of the following happens:
• User passes within 2 km of a McDonald’s
venue
• User discovers nearby fast food
• User searches for venue that is categorized as
fast food
All to people whom have given consent
(permission) to receive notifications
68. Other words of importance
• Mobile search is significant
• Mobile content
• Create your own mobile universe and
distribute that content to all channels