Integrated (online/offline) Marketing Strategies for Reputation Management:

Best Practices from Greece, Europe and US

1. Destination Branding: Some Basic Principles

2. Integrated Marketing:Facts & Trends

3. Reputation Management:Best Practices from US, Europe and the

Case of Athens

Let’s make it clear

Perception is more powerful than reality

Let’s make it clear

Marketing communications alone cannot change a place image

Let’s make it clear

No single national stakeholder has control over all of the factors that affect a country’s reputation

Let’s make it

clear

Changing a country’s image for the better takes many years,

sometimes generations.

In order to manage place-brands In order to manage place-brands successfully and therefore reduce successfully and therefore reduce the the gap between identity and the between identity and the standardised true (or image), it is standardised true (or image), it is necessary to understand the necessary to understand the variables that compose the brand. variables that compose the brand.

MIND THE GAP

Joao R. Freire, Place-Branding Expert

Online/Offline Marketing Online/Offline Marketing

IntegrationIntegrationIntegrationIntegration

from from fragmentationfragmentation

to to wholenesswholeness

What is Integration?

It’s about having all your activities (sales, It’s about having all your activities (sales, customer service, marketing, advertising, PR, customer service, marketing, advertising, PR, social media, etc.) social media, etc.) aligned and supporting one aligned and supporting one

another.another.

  72% 72% of consumers want to be engaged with an integrated marketing approach, but only

39%39% are receiving that.

  72% 72% of consumers want to be engaged with an integrated marketing approach, but only

39%39% are receiving that.

Research Research shows that..shows that..

Integrated Marketing

Facts & Trends

SOcial Location MObile

#1#1

Facebook is not necessarily a

Strategy anymore..

What’s your What’s your niche?niche?

Location based services will be everywhere & part of many marketing campaigns. Local information, reviews,

coupons, loyalty programs and more. Near-field communication chips in mobile devices get more

common and will pave the way to the new era of “tap & pay” commerce. NFC will be a convenient way for you

to connect, share and react.

Welcome to Scotland appthe most technologically advanced tourism app in Europe

Starbucks “Starbucks Mobile Pay” which allows users to pay for their purchases via

their mobile phone has processed more than 20 million mobile more than 20 million mobile payment transactions!payment transactions!

Starbucks Mobile Pay

Demand for tabletsDemand for tablets, mainly driven by the US , mainly driven by the US market, is growing at an astonishing rate with market, is growing at an astonishing rate with sales expected to surpass sales expected to surpass 300mil by 2015 300mil by 2015 from from 60mil in 2011 (eMarketer.com, 2011)60mil in 2011 (eMarketer.com, 2011)

travel is increasingly about depth rather than breadth of

experience.

travel is increasingly about depth rather than breadth of

experience.#2#2

Quality Visitor Services

Manchester Visitor Information Centre

Vienna 3D Building Projection in London

New ways to reach potential visitors

Social Media Games have Social Media Games have more players than prime more players than prime

time TV shows have time TV shows have viewers.viewers.

T-Mobile Angry Birds LiveT-Mobile Angry Birds Live

““Destination branding, is Destination branding, is about creating a sense of about creating a sense of place and telling a story’’place and telling a story’’

‘In fact, when I took my family to Colonial Williamsburg a few years ago, I was fearful that I would be bored to tears. But after debating architecture with Thomas Jefferson (I lost), eating and quaffing in a Colonial-era alehouse, watching my kids march with the militia, and sleeping in a 300-year-old house, I felt it was one of the best vacations we've ever had.’’ 

Colonial Williamsburg

#3#3

Visitors to websites with consumer reviews are more than twice as likely

to buy.

68% 68% of consumers trust reviews of consumers trust reviews more when they see more when they see both good and both good and

bad scoresbad scores (Source: Reevoo.com, January 2012).(Source: Reevoo.com, January 2012).

30% 30% suspect censorship or faked suspect censorship or faked reviews reviews if there aren’t any negative if there aren’t any negative

comments or reviews comments or reviews (Source: Reevoo.com, January 2012).(Source: Reevoo.com, January 2012).

Four Seasons Website Integrates Customer Comments

Starwood Guest Reviews

Canadian Tourism Commission Online Travel Tool

Travellers Travellers can create their own online itineraries & see can create their own online itineraries & see real time reviews, comments, images and videos real time reviews, comments, images and videos based based

on on recommendations recommendations and and by combining information from local users of Foursquare, Yelp and Gowalla.

Virgin America Tweet by Tweet

Time to Ask the Real ROI questions and Demand the tools

to measure the value.

Time to Ask the Real ROI questions and Demand the tools

to measure the value.

Destination Marketing Destination Marketing is much more than is much more than just selling a destinationjust selling a destination

Reputation ManagementVisit Florida – ‘Florida Live’’

Major Campaign spotlighting Major Campaign spotlighting the area’s remarkable the area’s remarkable recovery in the nine years recovery in the nine years since the 9/11 attackssince the 9/11 attacks

new tour itineraries, special offers at local hotels, multimedia advertisements, and discounts at shops, attractions, and the new “Downtown Culture Pass”

Reputation ManagementLower Manhattan

The campaign showed the rest of the world that The campaign showed the rest of the world that Iceland is still a safe place to visit and since the Iceland is still a safe place to visit and since the volcano eruption began only a small percentage volcano eruption began only a small percentage

of the country has been affected by the ash.of the country has been affected by the ash.

Reputation ManagementIceland & the Volcano Ash

Stage One: Stage One:

Set the GoalSet the Goal

to engage engage local people, showcase showcase the everyday life in Athens, promote promote a flavour of true experiences and an alternative image of the city through user generated through user generated contentcontent.