the marketing of tomorrow: how to transform a dmo
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MARKETING OF TOMORROW
MARKETING OF TOMORROWFoto van tomorrowland
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TOMORROWThe marketing of tomorrow is on of one size fits none
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TRANSFORMING
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TRANSFORMING
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TRANSFORMING
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TRANSFORMINGITS ABOUT TECHNOLOGY
ITS ABOUT BEING HUMAN
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REAL SOCIAL
NO DIGITAL TRANSFORMATION WITHOUT CULTURAL TRANSFORMATION SomeTUS 2015@FCuypers 6
Social for the Short TermReal Social Asocial(Youll Be Alone)Social on the SurfaceCulturalTechnologicalSomeTUS 2015@FCuypers 7
CustomizationPersonalizationAlienationAutomatizationCulturalTechnologicalSomeTUS 2015@FCuypers 8
PeopleHumanBusinessDigitalCulturalTechnologicalSomeTUS 2015@FCuypers 9
Social for the Short TermReal Social Asocial(Youll Be Alone)Social on the SurfaceCulturalTechnologicalSomeTUS 2015@FCuypers 10
REAL SOCIAL
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Product is the heart of your marketing (the days that product development was separated from promotion are totally gone) Stories is about the content you select and offer to the world. Subtle and simple are about the tone of voice in wicht you reach out to the right targets in the world. Symbolic actions are about community. Personalisation is the thread that you have to weave throughout your marketing process. 11
CASE : THE FLANDERS STORY
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Flanders?SomeTUS 2015@FCuypers 13
PRODUCTSomeTUS 2015@FCuypers 14
Flanders: Art citiesBruges, Brussels, Ghent, Antwerp, Leuven, Mechelen SomeTUS 2015@FCuypers 15
Flanders: FashionSomeTUS 2015@FCuypers 16
Flanders: Belgian ChocolateSomeTUS 2015@FCuypers 17
Flanders: Belgian BeerSomeTUS 2015@FCuypers 18
SUBTLE
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SIMPLESomeTUS 2015@FCuypers 22
AUSTRALIA
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HOLLANDSomeTUS 2015@FCuypers 24
SUBTLE
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CLEVELAND
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INTERNATIONAL FALLSSomeTUS 2015@FCuypers 27
CLUTE
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STORIES
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WORLD WAR 1SomeTUS 2015@FCuypers 30
CYCLING TOUR OF FLANDERS
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SYMBOLIC ACTIONS
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Keyactions that cement the relationship between you and your potential visitor or customer.Destinations that will have a competitive identity and DMOs that will become trailblazers are those who combine a strong community engagement with established destination development32
AUSTRALIA
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ICELAND
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IRELANDSomeTUS 2015@FCuypers 35
2012: FLANDERS IS A FESTIVAL
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Having senior-level executives who understand socials power to amplify messages positively or negatively about your brand is critical.
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38The Claw Stageco -
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Biggest blogtrip in the world
94 Bloggers from 13 countries
Key influencers in music, travel, lifestyle, social media
Personal program for every blogger: a unique festival experience + touristic tips
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ResultsSomeTUS 2015@FCuypers 43
Connection with bloggers as festival buddies
Authentic stories about festivals & destination
Happy bloggers & inspiration for their followers
Biggest blogtrip in the world: return
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Radio
Corporate communication (Tv, papers)
Enhances online competences of your staff (KPI: Kloutscore 30 for 30%vof organisation)
Biggest blogtrip in the world: colateral
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Number of written blogposts: about 300
Number of unique visitors: > 12.000.000
Average potential reader per blogpost: 75.000
Number of Facebook fans of all bloggers: > 300.000
Number of Twitter fans of all bloggers: > 550.000
Some numbers
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Total Cost : about 180.000
Project manager + 3 4 FTE (6 months)
Conversation Value:>30.000.000
Some numbers
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Ghent : 921
Antwerp : 691
Bruges : 325
Top three Keywords
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48Bloggers seem to have slightly differing preferences than average tourists OR Ghent is capital of festivals
Total #fiaf12 : 7363 mentionsSomeTUS 2015@FCuypers 49
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PERSONALSomeTUS 2015@FCuypers 51
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Brrrr.SomeTUS 2015@FCuypers 55
After youve stayed at a hotel, the only further contact you have with it usually is a satisfaction survey via e-mail. Thats a lost opportunity for a touch point with the consumer. Thats practically medieval, relative to the creative after-sale marketing efforts of other types of retail.
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REAL SOCIAL COMPANY
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The DMO will become a machine, a platform for others to shine on. Both internally as externally. Externally as a DMO will not be the main storyteller but will create and lead the transform on whch othes can tell their stories. But this external focus can only whenit is aligned with your internal focus. 56
PROJECT
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PROJECTSilo management < Project managementBoss < Situational LeadershipFixed Budget < Flexible Budget Vertical < HorizontalHierarchy < FlatFocus on Control < Focus on People SomeTUS 2015@FCuypers 58
The main trouble with the funnel happens when marketers think of the metaphor too mechanistically.These marketers split up the funnel to create programs, then the programs become processes, then they create departments to manage each step in the process, which leads to metrics for measuring the performance for each part of your marketing effort (search, display ads, outdoor ads, social).
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EMPOWERSomeTUS 2015@FCuypers 59
EMPOWERSKILLS < ATTITUDES
Give people so much freedom that it starts to hurt you.SomeTUS 2015@FCuypers 60
Build up a depth of talent, strategy and innovation in your company that enables you and your destination to become futureproof60
REAL SOCIAL
Te = Pe + Ec + IcSomeTUS 2015@FCuypers 61
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