Welcome Welcome the participants. Start the training with a round of introduction: each participants presents himself/herself, their type of business, origin (each participant can state 3-4 sentences) Time frame: 5 minutes
Instruction: Explain: The basis of your social media strategy is to understand how your destination stands out from the rest of the world, what you offer and what your market wants. – this is the essence as starting point
Exercise: Let participants reflect about these two topics in two groups. Collect results, write them down and cluster them on a flip chart.
Time frame: 10 minutes.
This slide shows the three important steps to be followed for a successful awareness building, marketing and commercialization of a destination.
Many people want to sell their hotel or service right away. But the destination is not even positioned in the mind of the customer („Malawi? Uuuumhh…where is that?“) nor properly marketed („beautiful and safe country with a great lake, wildlife, friendly people and varied accomodation and tours? – I had no idea!“) to create the foundation for: „Tourist is ready to go there and wants to book a hotel!“ (the sales part which builds on positioning and marketing).
Positioning-TOP OF MIND: When people hear the name of your destination, you want them to have an association with your destination. You want them to be able to locate your destination and that your main attractions pop into their mind as soon as they hear the name of your destination. For that, you need to be clear about your unique characteristics and position your destination. One possibility for Top of Mind is „Lake Malawi!“ (but it could also be „Madonna!“ because she has been in the news a lot regarding her adopted childen). The starting point is to ask: In the mind of the tourist, what is the top of mind right now? And what would we like the TOP OF MIND to be in the future? After you become aware of your aspired TOP OF MIND, you can implement targeted marketing actions. Consider activities that you can do individually, as a local group of entrepreneurs or in coordination with Malawi‘s Department of Tourism, to properly market your destination. Once a consumer has understood all that is on offer, you are ready to sell you individual product successfully,like a hotel, local excursion or a trip through Malawi.
Time frame for Module Destination Branding: 75 minutes
Introduction into the topic destination branding: Explanation: In times of a constantly increasing number and an increasing interchangeability of tourist offers, it is becoming increasingly difficult to stand out from the competition. The tourism infrastructure in particular often no longer differs from one another and in many cases does not provide guests with a clear orientation. In the age of experiential tourism, it is therefore becoming increasingly necessary to "charge" tourism offers with an emotional added value or an attitude towards life to facilitate unique experiences Thus, the branding of a destination combined with the clear definition of a unique selling proposition is of utmost importance Time: 3 minutes
Explanation: Advantages of an USP: Do some brainstorming with your group: Ask them: What advantages can you think of having a clear USP for your destination? Explanation: Due to branding and a clear USP, there are numerous advantages: clear identity can enable recognition among (potential) guests offers orientation help to distinguish between different options conveys a clear picture in the mind ensures profiling and demarcation generation of emotions and act as historical anchor make a promise and transport specific content. compels to take action
Time: 3 minutes
Introduction Introduction into the topic unique selling proposition Pinpointing your USP often requires some soul searching and creativity. You must think like your potential tourists think. The right USP will give visitors the compelling reason they seek to visit your destination. Because your community already lives and breathes your USP every day, it’s in your “DNA” and it’s the reason they continue to inhabit and experience your destination The best way to find your USP is by working with your local community, ambassadors and businesses to build it from the bottom up. First you define your personality by asking: Who are we? How are we? What are special attitudes and characteristcs? What do we stand for? What are our values? Time: 2 minutes
Secondly, we define our service and value proposition by asking: What do we offer to our tourists? What are our special competencies? What advantages do tourists have to come here? What makes us different from other destinations? Why should tourists choose our destination over others? Who else is doing what we do and how could we be more unique? NOW LET´S GET STARTED AND DEFINE OUR USP FOR CAPE MACLEAR: - and keep all these questions in mind for further work!
Time: 2 minutes
Introduction Ask your participants: What makes Cape Maclear unique? What is the essence of the destination? What makes me want to come to visit Cape Maclear? What is the tourists' opinion of the destination? Do a 10 minute brainstorming phase with your group on the mentioned questions. Ask them to tell their ideas and note them down on cards. Pin them on the flipchart. To get the discussion started, ask What do visitors usually say and praise about with regard to our destination? How does our destination appear in promotional materials? With what other destination are we often compared with, yet also present some differences? Total time frame: 20 minutes.
Introduction 3.) check in real time what people are saying was versus the effective things of the destination Time frame (as part of slide 10)
Introduction Form groups of 3-4 people. Give them 10 minutes time to discuss and reflect on the following questions regarding the topic “sun and beach” (as shown on the slide): What is the special experience to be lived here? What feelings can be evoked by being in Cape Maclear? How dies “SMELL”, “TASTE” and “FEEL” being here? Do you associate anything special with Sun & Beach in Cape Maclear? What symbols come into your mind thinking about Cape Maclear? Your participants can write or draw all ideas on cards individually. At the end of the session, the cards will be collected and categorized according to appearing clusters (depending on the ideas given) Discuss the results together with the entire group.
Introduction Further on, reflect on factors that distinguish Cape Maclear from other destinations. What makes us different from other regions within Malawi? What makes it different from other countries? What in particular do we offer that others not might have? What is our service proposition?
Time frame: 10 minutes.
Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi (as shown) Adventure Relaxed Community Time frame: 5 minutes.
Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure (as shown) Relaxed Community Time frame: 5 minutes.
Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure Relaxed (as shown) Community Time frame: 5 minutes.
Before starting your group work with all participants, show these examples of word clouds to sensitize your participants with possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure Relaxed Community (as shown) Time frame: 5 minutes.