EDEN SMART MARKETING STRATEGY 71/G/ENT/CIP/13/B/N03S10 - Promotion of EDEN destinations and awareness raising How to meet the requirements of the Specifications sent to you by the European Commission Guidelines to prepare a killing proposal for the EDEN destinations awareness raising campaign prepared by Antonio Pezzano, EDEN Network Facilitator
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EDEN SMART MARKETING STRATEGY
71/G/ENT/CIP/13/B/N03S10 - Promotion of EDEN destinations and awareness raising How to meet the requirements of the Specifications sent to you by the European Commission Guidelines to prepare a killing proposal for the EDEN destinations awareness raising campaign prepared by Antonio Pezzano, EDEN Network Facilitator
These guidelines aim to provide a framework and practical tips to Project Officers and EDEN destinations to make the best use of EU funds for promoting EDEN destinations.
_A VISION _A STRATEGY _A ROADMAP _SOME TIPS
A VISION THIS IS WHERE WE CAN GET, IF WE ACT TOTHETHER
By 2015, 1 Million Tourists will learn about the European Hidden Treasure
EDEN destinations and Project Officers join forces to make it happen
A VISION
A STRATEGY THIS IS HOW WE THINK WE CAN GET THERE
We would like YOU to engage travel enablers so that they will share their enthusiasm for EDEN destinations with their followers
The more tourists learn about EDEN, the more likely is to get them in our destinations
The more travel enablers we engage and the more enthusiasm we are able to trigger, the more the opportunities tourists will learn about EDEN destinations .
☛ Increased visitor expenditure ☛ Change in seasonality pattern
Project
Activities
Outcome
Impact
☛ Long term relationships with travel enablers
☛ More tourists know about EDEN
☛ More involvement of the business and people from destinations
☛ To connect travel enablers to tourism business from the destinations
A STRATEGY
What we would like YOU to do
…..and why
Give a strong motivation to travel enablers to visit EDEN destination. Talk to their hearts
Make them feeling good
They will engage with your destination for ever
The base of this iconographic is by
A STRATEGY A STRATEGY
Engage tour operators, bloggers and journalists
Fam/Study Trip Tour Fair Eden Summit
Invite and make happy tour operators, bloggers and journalists
They will talk about you
Tips from EDEN Network AISBL
A STRATEGY
A ROADMAP THSE ARE THE 7 BASIC STEPS TO MAKE TO GET THERE
FOUND
GET READY
ACT
① NTOs, RTOs and Destinations must build a strong long-term partnership.
② Destinations must have a social media manager
③ Destinations must have a travel agent representative
④ Project Officers should support Destination in preparing the EDEN KIT for marketing communication purposes.
⑤ Project Officers, in collaboration with Destinations, should have EDENSTAT, a basic set of statistics to measure their progress towards raising EDEN visibility
⑥ Project Officers should help Destinations in sharing marketing communication info with travel enablers on line
⑦ Project Officers should help Destinations in meeting travel enablers by organizing FAM trips, facilitating Workshops in Tourism trade Fairs, and realizing specific events such as EDEN Summit.
A ROADMAP
What is a strong long term relationship?
For example…… National Tourism Organizations and Regional Tourism Organizations have either the Hidden Treasure section/product in their on-line platforms or support a specific platform. The national tourism network is in place and is (also financially) supported by NTOs and RTOs. Destinations are supported financially to pay membership fees of the EDEN Network Association.
A ROADMAP
What is a social media manager?
A person able to manage the EDEN social media campaign. Duties include: q managing presence in social networking sites
including Facebook, Flickr, Pinterest and other similar community sites, posting on relevant blogs, and seeding content into social applications as needed.
q Monitoring and measuring the impact of social
media projects
A ROADMAP
What is a travel agent?
A person or a company able q to talk with tourists and travel enablers about the
destination, the mode of transportation, travel dates, financial considerations, and accommodations required.
q to plan, describe, arrange, and sell itinerary tour packages
q to provide brochures and publications containing
travel information, such as local customs, points of interest, or foreign country regulations.
A ROADMAP
What is the EDEN KIT?
Electronic Brochures (i.e in pdf) in English, page in Visiteurope.com
Stories
Videos
Inspiring Pictures
A set of basic information on EDEN destinations
Impact
• Basic statistics on arrivals, nights, beds
• Business survey
Outcome
• Travel enablers assessment
• On site survey
Project activities
• Records • Pictures
What is the EDEN STAT?
A set of tools to monitor the effectiveness of the marketing campaign
A ROADMAP
What are tools for sharing marketing communication info?
Our goal is to have at least a updated facebook page in englisn for all EDEN destinations
A ROADMAP
Where destinations can meet Travel Enablers?
The travel agent of an EDEN destination
meets travel enablers
Businesses managers and owners of EDEN
destinations meet travel
enablers
Travel enablers visit EDEN
destinations and meet businesses
as well as people
Workshops at Tourism
Trade Fairs
EDEN SUMMIT
FAM TRIP
A ROADMAP
TIPS THESE ARE SIMPLE AND PRACTICAL TIPS TO GET EASILY THERE
Which segments?
Families with older children
Families with young
children
Mature couples
Groups of friends
Solo travellers
Young couples
From where? Domestic: from what regions/cities do they come from? International: what are the three most important countries where would you like to invest?
Before selecting the travel enablers, focus on the right markets for the EDEN destinations
SOME TIPS
Focus on the biggest markets
International travellers potentially interested in emerging destinations 100 = 18 million travellers
Poland 3%
Spain 3% Sweden
5%
Denmark 5%
France 5%
Belgium 6%
Italy 7%
Netherlands 8%
UK 26%
Germany 32%
Eden Network Association ASIBL, 2013
SOME TIPS
M a k e s u r e t h a t e a c h destination has
1 picture > 1,000 words A very good story to tell
SOME TIPS
Picnic on the beach, sunset in Eden Plan to arrive around 11 am at the beach, the tide is so far out that there are hundreds of tiny rock pools waiting to be explored — a perfect welcome for a bunch of big kids! In no time you will find yourself splashing in puddles, leaping over tide pools and sucking meat out of crab legs like excited kids on a field trip. After a full day’s splashing, the winter sun will go to sleep early and will grace you with an impromptu sunset that left enough light in the sky to make our way home.
38 km travelled 25 rock pools explored
1 beautiful sunset observed
Is What you take home
SOME TIPS
An example of a picture with a good story adapted from http://mediacentre.canada.travel/media/story-ideas
High quality brochures (available also in pdf) with beautiful images inspire travel enablers to support EDEN destinations as holiday locations. Brochure must be easy to follow. A lot of pics and short text are more effective. Provide a lot of white space (around images, big and effective fonts). Include general information about population, size of the area, climate, lifestyle and geography. This will set the scene. In case you plan to suggest Itineraries, please allow for flexibility and independence (have a variety of lengths and optional extras) and do not forget to add a map!
SOME TIPS
How to prepare an effective electronic brochure
Remember: the front cover is your main message. It motivates your reader to pick it up. Few large images are more effective than many small images. Show spectacular landscapes whenever you can. Use images that are suitable for your target market. For example clients for group tours are likely to relate more to an experience that shows groups. Include people in your images, so that readers can ‘put themselves in the picture’. Images with people participating in activities convey a feeling of fun, excitement and involvement. Colour is important. Too much blue and white can look cold; counterbalance blue with warm or golden tones.
SOME TIPS
How to prepare an effective electronic brochure
� A set of professional pictures showing the “soul” of your destinations
� General and useful information for traveling
� Amazing stories of things tourists can do in their vacation
EDEN KIT THE FACILITATOR IS HAPPY TO PROVIDE YOU WITH A TEMPLATE
SOME TIPS
� Have ready an excel file to record year arrivals, nights, bed and n. of accommodation establishments
� Prepare a questionnaire to poll views of businesses in destinations
� Assess what are the most relevant travel enablers for your destinations
EDENSTAT A SET OF TOOLS TO ASSES AND MONITOR THE CAMPAIGN EFFECTIVENESS
SOME TIPS
Arrivals Nights Beds in hotel Beds in other type of
accommodation
Unit of self-catering
accommodation
Destination A
Destination B
Destination C
Collect basic data in 2013 (baseline), 2014, 2015
Contact the EDEN Network facilitator to get the template
SOME TIPS
Involve the business community of the destinations and ask them few simple questions at the beginning (baseline) and at the end of the project
Contact the EDEN Network facilitator to get the questionnaire template and tips on methodology
• To what extent the travel enabler is effective on the target markets?
Tour Operators
• To what extent the travel enabler is able to deliver the proper message to the market?
Assess the travel enablers to evaluate who better fits your strategy
Strategic Fit Potential reach assessment
Contact the EDEN Network facilitator to get additional information
SOME TIPS
� Support EDEN destinations in describing their best practices according the VISTAS template
� Share the best
practices using national TV and newspapers
� Ask the Facilitator for more info.
VISTAS A PROJECT TO USE THE BEST PRACTICES OF EDEN DESTINATIONS AS A POWEFULL TOOL OF PUBLICITY AT GLOBAL LEVEL
SOME TIPS
Which target market are interested in A list of travel enablers Suggested project Activities How to involve the business community (surveys and project activities)
Consult with destinations
Draft and Review
Submit the proposal to EU
Preparatory work
Start the project activities in
November 2013
Draft the proposal, send it to destinations for comments and approval before submitting it to the European Commission on 14/06/2013
Collect the basic statistics Conduct the baseline surveys Assess in depth the travel enablers list Prepare the basic tools