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Prof Nigel Morgans Place Brands Keynote June 2012
Digital channels have driven customers to play a more active role in shaping brand dialogues and reputations. Destinations must embrace this change and engage customers in more meaningful, personalized ways to build their brands. A destination's reputation depends on testimonials from residents and visitors, traditions representing its culture and heritage, and embracing new technologies. Creative places that are open, tolerant and attract talented people will have strong online and offline reputations.
Prof Nigel Morgans Place Brands Keynote June 2012
- 1. Creative Places: Meeting the Relevancy Challenge Professor Nigel Morgan, CIT2012 Odense
- 3. Digital channels havedriven a radical shift in customer behaviour; This is evident in people’s relationships with places and with brands and the active role customers now take in shaping dialogues with brands and ultimately in creating place reputations. In this keynote I explore place brands, reputations and the digital relevancy challenge. 3
- 4. Our globalised, competitive world where it’s getting harder to command attention and maintain relevancy.
- 6. 1st • Who doyou think has an effective destination brand? 2nd 4th. • The top four 3rd according to their peers are: 4th 6
- 7. DMO Branding Practice % Have an official brand strategy 82 Have a brand manager DMO Branding Practice 37 Have a set of brand values 80 Think they have an unique positioning 75 Have a brand toolkit 80 Developed the brand in collaboration 90 Don’t measure their brand’s impact 37 Do cooperative branding 37 Are tourism-related only 60 Source: WTO & ETC (2009) Handbook on Tourism 7 Destination Branding
- 8. The mission ofany Destination Management Organisation (DMO) is to promote its destination to a wide range of stakeholders and audiences
- 9. 100% Pure New Zealand brand - calculated to be worth around US$13.6 billion, ranked 21st in the world just behind Samsung and ahead of Dell. 9 Source: http://10yearsyoung.tourismnewzealand.com
- 10. But ... destination reputation is NOT created by DMOs 10
- 12. Destination Reputation isbased on three principles: i) Communication - reputation is something you talk about and is produced through storytelling; ii) Evaluation - reputation is something you critically assess; iii) Distinction - reputation makes you different.
- 13. Tone Testimonies Traditions Creative Places Technology Tolerance Talent The Virtuous Circle of Destination Reputation
- 14. A destination’s toneis its ambiance and the attitudes Tone of its people. It is the ‘feel’ and ‘look’ of a place; tone Testimonies Traditions emerges from the Creative character-filled fabric of a Places place and is physically & virtually communicated by Technology Tolerance its tone of voice. Talent
- 15. A destination’s traditions areits Tone narratives, heritage and culture - again Testimonies Traditions effectively and Creative honestly Places communicated online & offline. Technology Tolerance Talent
- 16. Tone Creative Testimonials Traditions destinations are open to new ideas Creative Places and newcomers; they are tolerant of Technology Tolerance difference and embrace inclusion. Talent
- 17. Creative destinations Tone attract and Testimonials Traditions welcome talented Creative human capital, Places particularly the Technology Tolerance creative classes. Talent
- 18. Creative destinations embrace new Tone technologies and welcome Talent Traditions ‘technopreneurs.’ Creative Places Their reputation is as Technology Testimonials strong online as offline. Tolerance
- 19. Most marketing professionalagree we are experiencing a revolution Digital channels have driven a radical shift in consumer-brand relationships, evident in the active role customers take in shaping the dialogue with the brand and ultimately its reputation. http://blog.visitwales.co.uk/
- 20. A world withoutthe web? • Since 2002 internet users x4 to 2.3 billion; • Degrees of separation without the internet were 6, now they are 3.7; • One minute of twitter = 100,000 tweets • One month of Facebook = 30 billion pieces of shared content http://www.onlineeducation.net/world-without-internet
- 21. DMOs are shifting advertisingspend away from offline, with some DMOs now devoting over half their budgets to online marketing
- 22. Consumers are readyfor mobile, are you? Four out of five business travellers would like to be able to access applications offering recommendations for bars & restaurants near their hotel. Source http://www.cinchmarketing.co.uk/tag/digital-marketing
- 23. Neilson predict smartphone penetration will break through 50% in the USA this year; a third of users anticipate booking travel services on their phones in the next year and 40% already get destination information when they arrive. Source http://www.cinchmarketing.co.uk/tag/digital-marketing
- 24. Key travel advisors no longer friends& family – Google (36%) & TripAdvisor (33%) more influential. https://twitter.com/#!/WCTR_tourism
- 25. Singapore has fully embraced the digital relevancy challenge http://www.youtube.com/watch?v=6XaeKweYF vU&feature=related http://www.youtube.com/watch?v=d4hIm0pZSAQ&NR=1
- 26. Owned, bought andearned media
- 27. A destination’s Tone reputation springs from the Testimonials Traditions testimonials of its place ambassadors Creative Places – residents, investors and Technology Tolerance visitors. Talent
- 29. Digital channels havedriven a radical shift in customer behaviour and this is no more evident than in the customer’s relationship with a brand and the active role the customer takes in shaping the dialogue with that brand and ultimately its reputation. Cynically pushing a destination brand to an increasingly sceptical audience is becoming less effective in driving brand equity. Customers are engaging in more meaningful relationships with brands and demanding that brands humanize and personalize their communications with them. 29