the marketing of tomorrow: how to transform a dmo

MARKETING OF TOMORROW

MARKETING OF TOMORROWFoto van tomorrowland

SomeTUS 2015@FCuypers 0

TOMORROWThe marketing of tomorrow is on of one size fits none


TRANSFORMING


TRANSFORMING


TRANSFORMING


TRANSFORMINGITS ABOUT TECHNOLOGY

ITS ABOUT BEING HUMAN


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


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


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


HOLLANDSomeTUS 2015@FCuypers 24

SUBTLE


CLEVELAND


INTERNATIONAL FALLSSomeTUS 2015@FCuypers 27

CLUTE


STORIES


WORLD WAR 1SomeTUS 2015@FCuypers 30

CYCLING TOUR OF FLANDERS

SoMeT Australia 2015Frank Cuypers31

SYMBOLIC ACTIONS


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


ICELAND


IRELANDSomeTUS 2015@FCuypers 35

2012: FLANDERS IS A FESTIVAL


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 -




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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Print

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


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


+

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


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




the marketing of tomorrow: how to transform a dmo

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