2. We all know the clichés – but are the clichés
true?
3. Usage – How do we differ?
• http://empowered.forr
ester.com/tool_consu
mer.html
4. Why do usage habits differ?
• Trust levels – in authority, in other people
• Internal desire to share
• What drives people to go on holiday
• Amount of free time
• Life priorities
5. Tall poppy
syndrome
• Europeans want to know
credentials – ‘Why should I
listen to you’
• Americans are much more
likely to respect you if they like
you and your tone of voice
• Engagement will come if you
can conquer the barrier
7. TOPICS
• Consider how much
holiday time people in
your target market get
• Where do they
traditionally go
• How long for?
• Age groups?
If you want to work with
blogs/brands, then consider
where the holes are in the
market.
Stop pitching topics or
locations that might ‘inspire
people to go somewhere new’
and start focusing on tips and
advice to make the best from
tried and true itineraries
8. Single market or
International?
• Niche topics can be multinational
(luxury, food & travel, kids)
• Destination blogs have to be
more national because…
• Europeans are always willing to
push the envelope more when
they travel
• Americans have volume – but the
market is less adventurous
9. Potential European Growth
• Cruising
• Lifestyle-related (such as fashion/travel)
• Blogs that tell a story
• Low-cost flight destination focused
• Lot more cross-over from traditional media
• Foreign language blogs (please!)
• Mature travellers
10. Potential American Growth
• Weekends/short-breaks away
• Budget travel – both first-person & tips/advice
• Domestic travel focus
• How to blogs for big destinations
• Cruising for non-cruisers
• Bilingual Spanish/English blogs
• Market targeted (California = Hawaii, Mexico while NY =
New England, Florida)
11. How to pitch
USA
•Quit flummoxing with numbers
•Know your non-US traffic and
showcase Facebook engagement
•Research what people from your
country do when they use the
targeted brand – don’t pitch
‘unique’
•SEO is your most powerful selling
point
Europe
•Start considering traditional
media outlets to pitch – multiple
outlets
•Media pack please! Know your
numbers!
•Stop being apologetic for ‘low
numbers’ or lack of experience –
niche, niche, niche
•Research how your market
travels – read the trades
Language isn’t the only thing that divides us – we are also divided in how we use the Internet, the topics that interest us, the way people act, speak and – even the legal systems round us.
Discuss cruiseship analysis
European barrier is ‘Why should I listen to you’ American barrier is ‘Why should I like you – why should I be your friend’
How will people engage with your content – can you expect comment or not? Which platform should you publish content on? What do Europeans use Twitter for? How do they access content? Discuss Smartphone charges in the UK.
Europeans – average of 20-25 paid holidays per year North Americans – two weeks Discuss passport approvals
European brands are more in their infancy and need convincing when it comes to blogger outreach American brands are more adventurous when it comes to blogger campaign work – so think bigger Target your pitch – European brands want European bloggers. Same in US. This is because Marketing teams hold the budget for their market. The European marketing director for Ebookers isn’t going to commission a campaign with American bloggers as it won’t benefit their sales/traffic. The win will be recorded by the American marketing director.
