1. Branding and Destination Marketing- Why are we here? Chris
Nurko, Global Chairman December 2016
2. FutureBrand 2 Branding and Destination Marketing | December
2016
3. >> Insert video Marketing Here FutureBrand 3 Branding
and Destination Marketing | December 2016
4. Lack of a clear target audience? Lack of a clear
positioning? Too many features, not enough benefits? What is the
competitive advantage? Where is the emotional storytelling? Logo
and tag line disconnected as sign off? Social media tactics as an
afterthought? FutureBrand 4 Branding and Destination Marketing |
December 2016
5. Brands Burn Impressions FutureBrand 6 Branding and
Destination Marketing | December 2016
6. Steve Jobs THE CHANCE TO MAKE A MEMORY IS THE ESSENCE OF
BRAND MARKETING FutureBrand 7 Branding and Destination Marketing |
December 2016
7. 3Ds of destination marketing DISTINCTIVE DIFFERENTIATED
DESIRABLE FutureBrand 8 Branding and Destination Marketing |
December 2016
8. Associations with X Iconic Imagery Interesting and unusual
Appealing Unique Activities See myself there, doing that From
another (comparison) From what may be known or perceived Memorable
(known for) 3Ds of destination marketing Distinctive Differentiated
Desirable FutureBrand 9 Branding and Destination Marketing |
December 2016
9. Branding our destination is a vital strategy to attract more
visitors, to stay for longer and to spend more money 18
10. Stereotypes A widely held but fixed & oversimplified
image or idea FutureBrand 10 Branding and Destination Marketing |
December 2016
11. FutureBrand 11 Branding and Destination Marketing |
December 2016
12. Archetypes JokerOutlaw CreativeHero A typical example of an
image present in the sub-conscious that aids storytelling
FutureBrand 14 Branding and Destination Marketing | December
2016
13. The role of destination branding FutureBrand 16 Branding
and Destination Marketing | December 2016
14. MARKETING FUEL DATA is the new OIL FutureBrand 17 Branding
and Destination Marketing | December 2016
15. FILMED CONTENT 360 / VR SOCIAL MEDIA WORD OF MOUTH /
TESTIMONIALS ADVERTISING GUIDE BOOKS POPULAR CULTURE/ NEWS
PROMOTIONS INCENTIVES EVENTS PARTNER BRANDS DESTINATION GUIDE
SOCIAL MEDIA WORD OF MOUTH PARTNER BRANDS SOCIAL MEDIA INCENTIVES
WORD OF MOUTH DESTINATION GUIDE SOCIAL MEDIA INCENTIVES WORD OF
MOUTH INSPIRATION BOOKING/ PURCHASE PLANNING ENGAGEMENT REVIEW
Customer journey / User Experience FutureBrand 19 Branding and
Destination Marketing | December 2016
16. THINK FEEL APPS WEBSITES / SOCIAL MEDIA BLOGGERS /
INFLUENCERS DESTINATION GUIDES ADVERTISING WORD OF MOUTH SOCIAL
MEDIA NEWS MEDIA BRANDS WORD OF MOUTH DESTINATION GUIDES ITINERARY
PLANNERS TRIP ADVISOR BLOGGERS / INFLUENCERS BOOKING ENGINES
/WEBSITES BOOKING ENGINES / WEBSITES DESTINATION GUIDES TRIP
ADVISOR ADVERTISING WORD OF MOUTH SOCIAL MEDIA POPULAR CULTURE
GASTRONOMY BRANDS YOUTUBE VIMEO SOCIAL MEDIA / WORD OF MOUTH BRAND
SITES / ATTRACTIONS EVENTS SOCIAL MEDIA WORD OF MOUTH BRAND
WEBSITES SOCIAL MEDIA WORD OF MOUTH DESTINATION GUIDES ? $ Role of
channelsRole of channels FutureBrand 21 Branding and Destination
Marketing | December 2016
17. BRAND IDENTIFICATION COMMUNICATION PROMOTION CREATE 1)
VISION AND MISSION 2) BRAND STRATEGY -POSITIONING - ASSOCIATIONS
& MEMORY -FRAMEWORK - PRODUCT OFFER - CUSTOMER JOURNEY / UX -
CONTENT EDITORIAL PLAN - SOCIAL MEDIA STRATEGY - SEGMENTATION
ANALYSIS - PARTNERSHIP STRATEGY - IP PROTECTION STRATEGY 3) BUDGET
AND ROI MODEL MANAGE AWARENESS / ASSOCIATIONS SOCIAL MEDIA
MONITORING CONTENT CREATION UX METRICS / ENGAGEMENT STRATEGY OWNED
/ PAID STRATEGY CHANNEL EVALUATION SUSTAIN - EARNED MEDIA STRATEGY
- CONTENT CREATION - NEW PRODUCT DEVELOPMENT - MULTIPLE STAKEHOLDER
MESSAGING THINK FEEL FutureBrand 22 Branding and Destination
Marketing | December 2016
18. MARKETING STRATEGY & ASSETS COMMUNICATIONS TACTICS
& CHANNELS Data Creativity Content + Target Interest &
Engagement FutureBrand 24 Branding and Destination Marketing |
December 2016
19. USER GENERATED CONTENT AND RELEVANCE EXPERIENTIAL 365/24/7
ALWAYS ON STORYTELLING AND EMOTIONS AT CORE OF POSITIONING STATUS
VALUE AS CURRENCY Data + Content + Creativity = Engagement &
Recall FutureBrand 25 Branding and Destination Marketing | December
2016
20. Storytelling The best and strongest way to link
associations with a story and narrative to create awareness and
affinity FutureBrand 28 Branding and Destination Marketing |
December 2016
21. BIG AND LITTLE DATA DRIVES CONTENT DECISION MAKING AND
CHANNEL PRIORITIES AND 1:1 OFFERS USER GENERATED CONTENT AND FILMED
EXPERIENCE IS THE MOST POWERFUL MARKETING THE MORE EMOTIVE, HUMAN
AND LOCAL THE CONTENT THE STRONGER THE BRAND DESIRE AND
DIFFERENTIATION Key insights FutureBrand 29 Branding and
Destination Marketing | December 2016
22. HOW? HOW DO YOU SHIFT ASSOCIATIONS? HOW DO YOU CREATE
DESIRE VIA CONTENT? HOW DO YOU CREATE NEW PRODUCT AND LINK TO
SEARCH? HOW DO YOU USE ANALYTICS DO DRIVE SEGMENTATION? DO DO YOU
COMMERCIALIZE CONTENT? HOW DO YOU TURN SOMEONE SEARCHING FOR A
VACATION INTO A VISITOR? FutureBrand 30 Branding and Destination
Marketing | December 2016
23. Ireland FutureBrand 31 Branding and Destination Marketing |
December 2016
24. FutureBrand 32 Branding and Destination Marketing |
December 2016
25. FROM STEREOTYPES LEPRECHAUNS RED HEADS SHAMROCKS &
GREEN ALCOHOL/PUBS CATHOLICS TO ARCHETYPES SPIRITUAL FRIENDLY
LOCALS NATURAL & RURAL INVITING & AUTHENTIC EXPLORERS &
MYSTICS FutureBrand 33 Branding and Destination Marketing |
December 2016
26. The Hypothesis CONNECT TO VISITOR PASSIONS AND BUILD
EXPERIENCES WHO IS OUR TARGET? WHERE DO THEY LIVE AND SEARCH? WHAT
ASPECTS OF THE PRODUCT ARE THEY INTERESTED IN? FutureBrand 34
Branding and Destination Marketing | December 2016
27. Coat of Charms FutureBrand 35 Branding and Destination
Marketing | December 2016
28. Prioritise content - 7 Passion Points BY PASSION/INTEREST
BY SEARCH HISTORY AND PREDICTIVE ANALYSIS BY GEO-LOCATION
FutureBrand 36 Branding and Destination Marketing | December
2016
29. THE WHY OF IRELAND FutureBrand 37 Branding and Destination
Marketing | December 2016
30. NATURAL & AUTHENTIC SPIRITUAL & FRIENDLY ADVENTURE
& DISCOVERY The Archetypes of Ireland FutureBrand 38 Branding
and Destination Marketing | December 2016
31. JOYFUL IMMERSION! FutureBrand 39 Branding and Destination
Marketing | December 2016
32. Redraw the map FutureBrand 40 Branding and Destination
Marketing | December 2016
33. 41 Ireland.com RESULTS: 177% UPLIFT IN MOBILE TRAFFIC 32%
INCREASE IN VISITS +4M VISITS IN ONE YEAR 1.1M COMMERCIAL SALES
FROM SITE +3M REGISTERED VISITORS IN ONE YEAR 2016 - IN TOP 25
GLOBAL DESTINATION WEBSITES FutureBrand 41 Branding and Destination
Marketing | December 2016
34. Popular Culture Accelerated New Associations GAME OF
THRONES STAR WARS FutureBrand 43 Branding and Destination Marketing
| December 2016
35. G.O.T. dividend FOR AN $18M INVESTMENT (6 SEASONS) = $200M+
REVENUE FROM TOURISM PEOPLE CAME FOR THE GAME OF THRONES AND STAYED
FOR NORTHERN IRELAND NI SCREEN, RICHARD WILLIAMS FutureBrand 44
Branding and Destination Marketing | December 2016
36. >> Insert video Insert Game of Thrones video G.O.T.
video FutureBrand 45 Branding and Destination Marketing | December
2016
37. What we know works... CLEAR STRATEGIC POSITIONING AND A
LONG TERM VISION A FRAMEWORK FOR ASSOCIATIONS AND SEGMENTATION
PRIORITIES DATA DRIVEN ANALYTICS + CREATIVE IDEA LINKED TO EMOTIVE
STORIES SOCIAL CURRENCY AND CAPITAL AT HEART OF CONTENT CONTINUOUS
MEASUREMENT AND EVALUATION PARTNERSHIP STRATEGY FOR ASSET
MANAGEMENT FutureBrand 47 Branding and Destination Marketing |
December 2016
38. Grazie Christopher Nurko Global Chairman FutureBrand Follow
me on Twitter: @cnurko FutureBrand 48 Branding and Destination
Marketing | December 2016