Making the Shift to Marketing Experiential Travel
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Transcript of Making the Shift to Marketing Experiential Travel
Making the Shift to Marketing Experiences
With: Lesley Anderson, Canadian Tourism Commission& Nancy Arsenault, Tourism Cafe Canada
23 October 20123:15 - 4:30
Ontario Tourism SummitLondon, Ontario
So you have a great experience ... now what
• The role of emotions in making the shift from marketing products to experiences.
• Differentiating your marketing with experiences
• Making the cash register ring!
• We’ve got a ways to go!!
• But are heading in the right direction
Benefits from Raising the Bar on Engagement, Personalization, Connections & Value
(c) 2012 Lesley Anderson & Nancy Arsenault
Infrastructure
Activities
Programs
Greater Differentiation,
Emotion, & Engagement
No to Low Differentiation,
Emotion, & Engagement
Competitive Position
Pricing & Profits
ROI
ROI + ROE
Emotional Engagement
PhysicalEngagement
Partnerships+&+Connec0ng+to+People,+Place+&+Culture
Increased+Sales,+Brand+Strength+&+Advocacy
1. Generate Brand Awareness and Differentiation
2. Make the sale
3. Create fans/advocates
1. Generate brand awareness and differentiation2. Make the sale3. Create fans/advocates
We All Share Common Goals
With Signature
Experience Members’
we’ve confirmed
5 sales paths
Where is your company?
Do you have a strong, simple Call to Action!
Great experiences create a new opportunity to entice visitors and make a
sale based on value!
Direct to Consumer
Indirect to Consumer
Via an Intermediary
FIT
PIT
PIT
Group
Group
Tour Operators
Inter-mediary
Canadian Tourism Commissions Signature Experiences Collection
Do you know what
experience you are you
selling??
What’s the experience?
Unique Sky High Adrenaline Rush
http://www.edgewalkcntower.ca/
Edge Walk
What’s the experience?
www.cntower.ca
________ ________
________
________
Your turn! What experience are you selling?
Our Experience with Images
Progression of Imagery
www.cntower.ca
A great experiential photo goes a long way to positioning your company
Sky High Adrenaline Rush
Edge Walk
Fondue with a View
Rights Free - Give Them Away!!!
Progression of Imagery with an Attraction
How The West Was Once
www.heritagepark.ca
________ ________ ________
Your Turn
Ice Road to Tuktoyaktuk
www.arcticrange.com
________ ________ ________
Infrastructure
Activities
Experience
Infrastructure
Activity
Experience
Our Experience with Words
“If I see one more 99 well-appointed rooms on another website, as the only lure to
differentiate a business, especially when they have a great experience, I think I’m going to
throw myself off a bridge!”
Anonymous DMO Colleague
Infrastructure
ActivityAttractions and activity providers tend to list
‘things to do’ but provide no insight on how to engage.
A New Direction ... Visitor Experience Statements
Details
Context & Activities
Experience50
words
A new direction ... Visitor Experience Statements
Experience
Discover the secrets of Icewine with Inniskillin’s Extreme Canadian Icewine Experience; designed to tantalize your taste buds and awaken the wine connoisseur within you. Learn Innikillin’s secrets for producing award-winning Icewine as you indulge your curiosity and your palate with this truly unique wine adventure.
Our Extreme Canadian Icewine Experience has been carefully designed to tantalize your taste buds and awaken the wine enthusiast within you.
50 words
A new direction ... Visitor Experience Statements
Context & Activities
Strolling through the Icewine vineyard with a glass of Sparkling Vidal Icewine, you’ll unearth the magical process of creating Icewine. As you discover how the grapes are left on the netted vine well into the winter months to concentrate, we’ll explain how the flavour intensifies and how we know the exact moment to harvest the grapes when the temperature drops below minus eight degrees Celsius for a sustained period of time.
In the underground cellar, where historic Icewines are aging, you’ll be treated to a private, structured wine tasting. A comparative tasting of our Riesling and Oak Vidal Icewines, using a Riedel Vinum Extreme Icewine Glass will transform your understanding of how the shape of a glass distinctly affects the aroma and taste of the wine. This is where the luxurious feeling of being in a secluded cellar with an exquisite wine really resonates with our Icewine guests. It’s a true rustic experience that relates to Inniskillin’s historical roots.
After comparing several styles, a duet of unlikely food pairings stages the grand finale as you experiment and identify which Icewine best pairs with which culinary delicacy.
A new direction ... Visitor Experience Statements
Details
Inniskillin was the first winery to receive a winery license after prohibition. They are recipients of the internationally acclaimed Grand Prix d'Honneur, and were instrumental in developing Canada's VQA system. The winery is open year round and is located 1 ½ hours from Toronto. Tours accommodate a maximum of 30 people, and last 60-90 minutes. Reservations recommended. Food/meal options are available.
Our Experience with Videos
Infrastructure Activity Experience
Do you have a video?
If yes, what does it showcase the most?
If no, what’s stopping you?
We need more videos that focus on the experience!
Check out www. experiencepei.ca
If you can only invest in a few things ....
1. Know your customer and how your experience differentiates you from similar businesses
2. Write a good visitor experience statement
3. Secure 3 high-definition quality images (place, activity, experience)
4. Obtain 1 - 90 second experience video
6. Know where you are selling (direct & intermediary)7. Make sure you have a strong, simple call(s) to action
8. Engage in ongoing activities to drive revisitation to the destination,
rebooking with your company and referrals.
New Signature Experience Collection Case Studies
Thanks!
www.tourismcafe.org
http://corporate.canada.travel