Inside the bubble

• Socially Acceptable

  Posted by Kimberly No Commented Tuesday, August 4th, 2009

  Under: Uncategorized

  July has been a world wind travel month for Insighters. We have traveled for business meetings, focus groups, conferences, special events, reunions, and our own family vacations. We have visited big city’s, small towns, quaint villages, traveled through western rural America, our hometowns and colleges and toured wine countries on both coasts.
  Throughout our colorful patchwork calendar of schedules we have organized plans and enjoyed sharing stories, pictures and thanks to the handy new I Phone a few video streams of stunning vistas, strolls on city streets, wonderings through museums and attractions and plate after plate of fabulous food. Each destination having it’s own character and authentic voices translated to friends and office mates in facebook pages, tweets, twitters and laptop slideshows.
  A client once sent us an article that questioned social marketing. The nameless author doubted “if anyone was really listening out there. His comments indicated; no one really cared that I was eating at Nick’s Lighthouse at pier 43 1/2 Fisherman’s Warf Monday afternoon. Or that Mare and her family were in a hailstorm at The Grand Canyon. The very interesting thing that I found out that people did care. In fact a lot of them cared and cared enough to recommend to me that I had to have the dungeness crabs even if I used my last dollar. They cared enough to post comments to Marianne’s photos and plan on one day visiting the canyons for themselves. I found that particularly in travel people are listening and sharing and planning together. As a marketer for over 20 years in this industry I was shocked how powerful social marketing really was. Both twitter with people I am connected to but don’t even know and on facebook with my friends, associated and family the responses and reinforcement of the love of travel was overwhelming.
  So to anyone who considers themselves a leader in travel marketing I think you should know “they are listening”.

  

  

• Women Love To Talk

  Posted by Marianne No Commented Friday, June 5th, 2009

  Under: Uncategorized

  Whenever we leave a social gathering or event, my husband teasingly “counts” my goodbyes. He often remarks, “C’mon Gabby Hayes, this is your fifth good-bye.” Blame it on my Italian heritage, my large New York family upbringing, or my twenty plus years in marketing… the fact is, I’m a social butterfly. Aren’t most (all) women?

  The research says yes, indeed. Which now statistically, in black & white, supports what Insight has instinctually known and been shouting for years: Travel destinations need to market socially!

  It all adds up: Women love to talk + Women are your customer + More than 41 million women communicate on Social Networks and Blogs = WOW!

  In particular, involve yourselves in the big beautiful blogosphere, because women are twice as likely to use blogs than social networks to seek information, advice and recommendations*. Helloooooo travel planning!

  *See the proof for yourself: http://www.emarketer.com/Article.aspx?R=1007122

• Can they hear your voice?

  Posted by Paul No Commented Tuesday, May 12th, 2009

  Under: Strategy

  A brand voice can be soft, loud, deep, strong, bold, timid, serious, wistful, and so on.

  Is your destination deep in its history, heritage, tradition? Is it soft in its warmth, friendliness, scenery? Is it strong in its sports, adventure, events? Is it genuine in its organic nature, environment, fauna. Is it bold in its urban appeal, culture, arts, culinary? Is it loud in its convictions about fun, life, celebrations? 

  Your destination’s voice needs to be spoken in your brand. We should hear it in the imagery, the colors, the words. We should recognize your sound in your website, your ads, your marketing. Without a brand voice, your message cannot be heard.

• Staying Alive

  Posted by Paul No Commented Monday, March 16th, 2009

  Under: Strategy

  So the other week I heard on NPR a report on how GM is going to stop producing the Saturn brand after 2010. In less than a year my heart has been stomped on. Not by one, but by two companies. Two companies that I had a personal relationship with. Both that now seem to have lost sight of their vision, their brand and soul. Yes soul.

  First we had Polaroid. A scientific based company whose leader one day had an idea that people shouldn’t have to wait for a photograph to be developed at a camera store to enjoy it. The desire for instant gratification brought us the first instant photographs. Some say, that same instant gratification from digital is what helped kill Polaroid. But I disagree. Yes you can see the image instantly on the back of your digital camera, but you can’t pass around a photo of that shot in under 60 seconds for all the rest to see. And sorry, having five to eight people standing behind you, looking over your shoulder to view a two and half inch screen really isn’t the same experience. And that’s what Edwin Land understood. It wasn’t just capturing the moment it was experiencing it. Taking a Polaroid photo at a party and watching it develop before your eyes was magical and unique. And if you were the one with the camera, you were the life of the party. Having an SX-70 camera in the 70’s was the equivalent of owning the first iPhone. It had a cache and style about it. It had a following and a cult of personality that was unrivaled in its time. It was the soul of Edwin Land and Polaroid that made it more than a manufacturer of cameras and film. It was a way of documenting life in the here and now that had not been available prior to its existence.

  So what then killed the soul of Polaroid? Complacency. When Land left the company in the 80’s there was no one there to inspire and innovate. They just kept making the same camera over and over again. So when digital cameras started appearing, no one at Polaroid was championing innovation. They kept thinking cheaper, faster and diversify the product line. They lost sight of the vision and instead of focusing and coming up with the next great thing in instant photography they threw their hands up in the air and said no more film. As of late last year all the instant film manufacturing was halted. Polaroid is now a “digital” company. Now that’s how you dominate an overly saturated market of cheap Televisions, DVD players and cameras. Become one of the many instead of the chosen few. But they still have the Polaroid name. They think that will keep them alive. Well that does them no good when what made Polaroid special was the experience. Right now they are no different than Sanyo or Panasonic. Another manufacturer of cheap electronic equipment. That’s not brand building in my book.

  Now we have Saturn doing the same dance. When they first came out they had this whole unique approach to buying a car. No haggling over the price. It was what it was. And they had those doors, the doors that wouldn’t dent. And let’s not forget about the party they gave you every time you bought a car and the Polaroid picture they took of you when they handed you the keys. Which then they put up on a wall in the showroom. It made you feel special and different. You weren’t just a car customer, you were now part of the Saturn family. And when you left the building you felt like a prom queen or king. But they were not done with you after the sale. Oh no. They had picnics and summer concerts at the plant in Tennessee. They had newsletters and clubs. The branding of that company was off the charts. They only had a few models but what they had was well made and American. But what brought Saturn down was not the team that ran it. It was the team that ran them…GM. Instead of doing one thing well, they began chanting that same mantra: cheaper, faster, diversify. Just like Polaroid, the powers that be lost sight of the vision and what made the Saturn brand special and just turned it into another GM product. Not special. Not a “different kind of car company” as they had touted for years. The NPR story points out that the dealers for Saturn are hoping to find a Chinese or Indian firm who are interested in distributing cars in America. Thinking they may not be developed enough yet to succeed in the U.S. on their own, but with Saturn branding they could be successful. Honestly I don’t think it’s a bad idea, but like Polaroid, who ever buys Saturn needs to understand that it’s not a name you are buying. It’s an experience. It’s a soul. And if the new company can’t deliver that, unplug the life support and let it go with dignity.

• Get with the niche

  Posted by Kimberly No Commented Monday, February 23rd, 2009

  Under: Trends

  For quite a while we have been niche marketing for our destination clients. We market to families, to couples, to the adventure types and the like. We have developed websites that speak specifically to a niche market such as Bradenton Area Convention and Visitors Bureau’s, www.TimeToBeAFoodie.com.

  A new trend that is emerging now in the travel industry is marketing to personalities. These niche personality profiles allow a destination to offer specific content that will be appealing to the particular type of vacationer you are. Essentially, destinations are doing what Amazon.com and other retailers have been doing for years by offering their customers recommendations based on what other readers who purchased the same thing were interested in.

  Edison State College  has caught onto the niche-marketing wagon and have geared their programs to speak specifically to niche personalities. Instead of offering their students a course of study in XYZ which many not be called the same thing at another college even if it the same course of study, they are asking their potential students, “What do you want to be?” Then, they will give the student relevant information about their career choice including job potential, expected income and the like. Next, they will offer all the options Edison has to offer to get you on your way. Relevance to the way your intended audience is looking for information is an important key to success of any marketing campaign. Good Job Edison State College!

  Niche marketing can work in just about every industry. Speaking to your clients in targeted ways will get your message across clearly and effectively.

• Top Travel Niche for 2009

  Posted by Marianne No Commented Monday, February 23rd, 2009

  Under: Slider, Trends

  Today, trying to be all things to all people is way off the mark. Travelers are turning to their personal interests to plan their coveted vacation time, so marketers must speak to them in a voice that reaches their core personal pursuits, especially online. This is niche marketing and many destination websites often lack the ability to capture a visitor’s full attention. In essence, destinations need to go “deeper” into their consumers’ varied travel interests.

  Case Study:

  Boasting more than 50 independently owned restaurants with chef-inspired local cuisine, food is a major asset of Florida’s Gulf Islands, making them ripe for a culinary niche program. Their first niche initiative, launched in 2008, was promoted during three strategic time periods to drive off season visitation by focusing on what’s “in season” on the table. Gathering the right content for the new site meant reaching out personally to each partner and finding out what made their culinary experience one-of-a-kind and a fit for the foodie traveler. A microsite was built and marketed through registered users, targeted e-blasts, online banners, pay-per-click, search and social marketing efforts. The site, www.TimeToBeAFoodie.com, features recipes, seasonal foods, events, culinary travel packages, chef bios, and insider culinary tips.

  Our take on the Top Niche for 09?

  Eco-awareness. According to research from the Green Hotel Association, a trade organization in Texas that promotes ecological consciousness in the hospitality industry, 43 million U.S. travelers say they are concerned about the environment.

  How can you market your destination to the eco-conscious traveler?

  Many destinations don’t think they “qualify” as eco-friendly, but in reality they do. Take a new look with green eyes at the partners and places that make up your whole, and you are sure to see a more natural side to your city or state… from locally grown foods in your restaurants, to nature tours and parks, to park ‘n ride trolleys and public transportation, to outdoor fun like horseback riding and kayaking, to hiking and biking trails, to unspoiled beaches, to marine and wildlife conservation, to sustainable tourism, to responsible accommodations. Then create a niche program that is uniquely yours and deeply connective to the eco-traveler!

• Blog blog blog

  Posted by Kimberly No Commented Friday, February 20th, 2009

  Under: Strategy

  I have been spending a lot of time lately with our entrepreneurial friends and clients. They are surviving but they are now looking for advice and answers on the direction of where their companies should be going to succeed in not only these economic times, but into the future as well.

  The bottom line that is consistent with all of them is:

  1. They have been swamped over the last 5 years or so and have not really had to market too much. – Just the basics.

  2. They now have the precious commodity of time and are looking at their assets to see where they are getting the most for their money.

  3. Nearly all of them feel that their websites need revising but do not want to make the huge lump sum investment again in getting a new one.

  4. They are all recognizing that the web is where they should be to be in front of their customers and they are a little lost on the best way to do that for the least amount of money.

  5. They have realized that they really don’t have a plan to move into the future other than working hard.

  6. They are all really smart people and feel that this is a short window as they believe that this market is very temporary and they will be back to busy soon.

  Being entrepreneurial ourselves, we have been developing a plan for Insight. Being the geniuses we are, we knew what people needed were answers. (Ok, not necessarily geniuses but in touch with the reality of business ownership). To tell the truth, we hired a fancy accountant firm based on the fact that they give business strategy advice several years ago. This is great but we never took the time to meet with them to get this great advice. We were swamped – who had time… Well you better believe that I am interested in hearing from them now. As we are interested in hearing from our accounting firm, your clients are and will be looking to you for great advice.

  One of our clients, Dr. Steve Eisenburg, owns Golf Concepts International and he and his team know all there is to know about golf management. He needs to reach his clients and let them know that he can turn around a course in a matter of months with the strategies that his company offers. He can send letters, he can advertise in golf management pubs, he can send out e-newsletters that are time consuming to put together and he can hope that he is ranking high enough with his website to reach the people who are looking for his help when they type something into a search on Google. BUT his fastest and cheapest way to reach his customer base is to blog to them. Yes BLOG.

  We have a friend, Walter Klages, from the Klages Research Group. Walter in my estimation is one of the smartest men I know. If I could, I would meet with him every week just to hear his thoughts. We are pushing Walter to start a blog. (Hear that Walter!) Walter hesitated when Marianne suggested blogging to him. He, like many people, think that keeping up with weekly posts will be a challenge or that he may not have anything to write about continuously but with Walter, as with ourselves, we see trends coming and spend time after time introducing each client to our strategy. These thoughts are what our clients want to hear. I have been to Walter’s site and it is good. The reality is that I already know what his company history is and what he offers. What I am interested in is his thoughts of the day as he views the news or gets in the latest reports of the travel industry. This kind of information will make me a loyal follower of Walters’s blog. (Soon to be out – right Walter?)

  I know this is a long post, but Blogs are designed so that you can share short thoughts that are relevant to the time. You don’t need a web designer to “add” something to your site that will most likely take a minimum of a week. You don’t need a mail program like Constant Contact that you need to subscribe to and track who you have sent newsletters to. Blogs will distribute your greatest assets. YOUR KNOWLEDGE. Blogs are free, they are simple to set up, they don’t have to be fancy although they can be branded and customized. They rank in search engines. They allow you to post and share your thoughts and advice to your customer base quickly and easily. They can link back to your site or you can add them to your site. But most importantly, they are sharing with your customers what they need now – your knowledge.
  BTW – If you blog weekly for 1 year on your view of what is happening in your industry, we will guarantee that you will be viewed as an expert. And that my friends will insure a strong position in any market!

  Be sure to add your blog link to all of your emails!

  Here a couple of must read articles;

  How to Blog Your Way to Small-Business Success - US News and World Report and Blogging’s a Low-Cost, High Return Marketing Tool - New York Times

• Outside The Box is Old Hat

  Posted by Marianne No Commented Thursday, February 19th, 2009

  Under: Strategy

  If 50 is the new 30, then thinking “Inside The Bubble” is the new “Outside The Box.” Using 50 as a metaphor, by this age you are a seasoned professional with many years of experience and knowledge under your belt. With this comes all the wisdom of your years and a wealth of personal and professional resources – who you know, what you know, what you contribute. So while some marketers may be telling you to come up with something NEW to attract business, we are telling you to stick with something OLD. By that we mean, focus on your assets and develop them into a strategic plan for a changed economy and a global world. Today’s creativity is about getting smarter in your marketing - and using the myriad of resources available all around you is pretty darn smart. All it really takes is a willingness to think “Inside The Bubble.”

• Exponentially Speaking

  Posted by insightadblog No Commented Thursday, February 19th, 2009

  Under: Strategy, Videos

  Unlike the traditional limitations of years past, today’s marketer has exponential opportunities to share their message with the consumer. The modes of transporting your core message are no longer limited to a 4-pronged approach of advertising + public relations + website + sales. Think more along the lines of a 40-million-pronged approach. Remember the Faberge Organics commercial, “And they told two friends and so on and so on.” Today’s commercial would read, “And they told 20,000 friends and so on and so on.” The marketing assets you develop today can be reused in exponential ways. One little photograph can be seen in a newspaper ad, on a blog, in a magazine article, on a website, in a video, on a Facebook page and on Flicker. A message can be read about in a news article, in an email, on your website, on others peoples’ websites, in an online review, and in a social networking community. The more you can think exponentially about capitalizing on your marketing assets, the wider-pronged your marketing plan will be.

• Branding Myth #1

  Posted by Marianne No Commented Wednesday, February 18th, 2009

  Under: Slider, Strategy

  “Your web brand should be different than your traditional brand.”

  Many web developers will tell you this. Their reason, “The web is different.” The truth of the matter is: Your destination isn’t. What is appealing and authentic about your destination doesn’t change from the page of a magazine to a page on a website. Furthermore, your consumer doesn’t change either. If they are into the beach, they will be still into the beach from visitors guide to website. If they are into history, culinary, small town, romance, family, adventure, what have you – the medium doesn’t affect their interest. What does affect their interest is the depth of your brand on your website (or lack thereof).

  What these types of developers are right about is that the web is a different way of communicating than a postcard in the mail or a radio spot. It actually provides more opportunity to express your brand, through the senses (sight, sound), through interaction (forums, podcasts, membership, booking engines), through variety (video, copy, photo galleries, games), and through amount of information (history, calendars, articles, partner listings).

  Another reason they will tell you this myth is because they are not branders or marketers and quite frankly, do not know how to truly brand your website. To many developers, branding is nothing more than a splattering of your photos and the appearance of your logo. Every decision made on your site, from concept to navigation to visuals to words to tricks and functionalities should be a reflection of your brand. With all the beautiful opportunities a website gives you to market your destination, you should be able to practically hear, smell, taste and feel your destination on your site. If you can’t, it ain’t branded properly.

Recent Posts

• 23 October 2008 - About Us
• 23 February 2009 - Top Travel Niche for 2009
• 23 February 2009 - Get with the niche
• 20 February 2009 - Blog blog blog
• 19 February 2009 - Exponentially Speaking
• 19 February 2009 - Outside The Box is Old Hat
• 18 February 2009 - Branding Myth #1
• 18 February 2009 - Say No to Mexico!

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