engaging, entertaining and retaining your travel audience
Post on 11-Feb-2017
501 Views
Preview:
TRANSCRIPT
Engaging, Entertaining and Retaining Your Audience:
How to meet your audience where they Dream, Plan, Stay, Enjoy and Share.
Juliette ReynoldsDirector, Digital Strategy, Pacejuliette.reynolds@paceco.com
@PaceComm • #CMWorld
AGENDA① Audience Insights and the Customer Journey② Inspiring Dreamers③ Satisfying Planners④ Delighting Passengers/Visitors/Guests⑤ Activating Sharers⑥ Your Turn
@PaceComm • #CMWorld
1 The Customer Journey(s)
@PaceComm • #CMWorld
I LOVE AN AUDIENCE. I WORK BETTER WITH AN AUDIENCE. I
AM DEAD, IN FACT, WITHOUT ONE.
Lucille BallAmerican actress and comedian
@PaceComm • #CMWorld
KNOW ME① Who are you talking to?② Develop your primary customer journey③ Consider the needs of repeat customers
@PaceComm • #CMWorld
• Research
• Behavioral data/observation
• Segmentation & personas
Understand your audience
@PaceComm • #CMWorld
All About Me
@PaceComm • #CMWorld
Consumers expect a level of recognition and relevance as they interact with your brand
Travel Customer Journey
@PaceComm • #CMWorld
Inspiration
Planning
BookingExperiencing
Sharing
Identify a primary customer journey for your business as a place to begin implementing consumer-centric strategies
2 Inspiring Dreamers
@PaceComm • #CMWorld
MOVE ME① Content that attracts and engages② Formats③ Influencers④ Partnerships⑤ Channel and activation strategies:- Events- Social- Email
@PaceComm • #CMWorld
Consumers are becoming more discerning The blog post has become commoditized and common; be judicious
Brands that build a content program with variety will be successful at content activation and engagement:• Short and sharable for cross-channel seeding• Longer, immersive and/or serial content types (e.g. video series, multi-media
experiences, serial storytelling and long form narratives) for deep engagement
Content evolution
@PaceComm • #CMWorld
Format matters – the long andthe short of it
@PaceComm • #CMWorld
THE PAST FEW YEARS HAVE SEEN MARKETERS BEGIN TO REALIZE THE POWER OF SMALL, DISTINCTLY INFLUENTIAL ONLINE
PERSONALITIES… INSTEAD OF LOOKING FOR MICRO-CELEBRITIES WITH LOTS OF
FOLLOWERS OR LIKES, IT WILL BECOME INCREASINGLY IMPORTANT TO TEASE OUT
THE ACTUAL COMPOSITION OF THEIR FOLLOWING.
Brian HonigmanCEO
@PaceComm • #CMWorld
Influencers
@PaceComm • #CMWorld
Influencers come in all shapes and sizes, including contributors from your community.
Partnerships
@PaceComm • #CMWorld
@PaceComm • #CMWorld
Consumers are addicted to email. With the rise of smartphones, our email goes with us EVERYWHERE.
Study respondents spend:• 6.3 hours each weekday checking
their email• 3.2 hours spent checking work email• 3.1 hours checking personal email• Millennials check email more than
any other group
@PaceComm • #CMWorld
Hi Juliette.
Social
@PaceComm • #CMWorld
Social
@PaceComm • #CMWorld
3 Satisfying Planners
@PaceComm • #CMWorld
HELP ME① Content that gives me specific ideas② Content as service – functional③ Gather from the community
@PaceComm • #CMWorld
WHEN THE AUDIENCE COMES IN, IT CHANGES THE
TEMPERATURE OF WHAT YOU’VE WRITTEN
Stephen SondheimAmerican Composer
@PaceComm • #CMWorld
Specific and “customizable” ideas
@PaceComm • #CMWorld
Community comments add richness
@PaceComm • #CMWorld
Content as service
@PaceComm • #CMWorld
THE FUTURE OF STORYTELLING ISN’T ABOUT TELLING ANYONE
ANYTHING. IT’S ABOUT STORYMAKING, WHERE THE BRAND
FACILITATES AND TAPS INTO THE STORIES PEOPLE ARE CREATING
AND SHARING WITH EACH OTHER. David Berkowitz
CMO
@PaceComm • #CMWorld
Involve me in your story
@PaceComm • #CMWorld
Involve me in your story
@PaceComm • #CMWorld
Involve me in your story
@PaceComm • #CMWorld
4 Delighting Travelers
@PaceComm • #CMWorld
SHOW ME YOU KNOW ME① Just-in-time content that eases travel and delights② Underused – easier for airlines, hotels, attractions and
anyone with booking; more challenging for DMOs, since you don’t have a record of travel dates
@PaceComm • #CMWorld
Sound
@PaceComm • #CMWorld
@PaceComm • #CMWorld
In-destination/en-route touches
5 Activating Sharers
@PaceComm • #CMWorld
OMG – CHECK THIS OUT!① Content that makes people want to share② Thinking outside the box③ Crowdsourcing content④ Cross-channel promotion⑤ Non-stop invitations to participate
@PaceComm • #CMWorld
@PaceComm • #CMWorld
http://bcove.me/klfjdpav
Thinking outside the box
@PaceComm • #CMWorld
Crowdsourcing content
@PaceComm • #CMWorld
Cross-channel promotion
@PaceComm • #CMWorld
Encouraging participation every step of the way
6 Your Turn
@PaceComm • #CMWorld
• Discover your audience and build a customer journey
• Focus on content that provides inspiration or information according to journey stages
• Find contributors everywhere – partnerships, community, professionals, staff
• Use channels independently and together to get your content out there
• Start small, measure success and test and learn
Key Takeaways
@PaceComm • #CMWorld
• https://www.thinkwithgoogle.com/category-trends/travel-hotel-q3-2015.html
• https://www.pinterest.com/marketingcloud/email-swipe-file/
• Tnooz
• Skift
• ClickZ
Resources
@PaceComm • #CMWorld
Resources
@PaceComm • #CMWorld
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
Juliette ReynoldsDirector, Digital StrategyPace
@PaceComm • #CMWorld
top related