Social Media Strategy Destination Branding
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The training and support presentation for the Social Media Strategy presented by GIZ for the MIERA Project in Malawi
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Social Media Strategy Destination Branding
- 1. © Consortium: Particip /mascontour GmbH TRAINING MANUAL: ACCOMMODATION MODULE 1: DESTINATION BRANDING April 2019 Consortium: Particip/mascontour GmbH
- 2. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Destination Branding Welcome
- 3. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH ESSENTIAL REFLECTION Training Manual: Accommodation_Destination Branding Basis of your social media strategy How do we stand out from the rest of the world? What are we offering? What do our main markets want? 1 2
- 4. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH KEEP IN MIND Training Manual: Accommodation_Destination Branding 1 2 3 Positioning – TOP OF MIND Marketing Sales
- 5. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH Training Manual: Accommodation_Destination Branding The destination Cape Maclear is used as an example to apply the process of destination branding and social media strategy!
- 6. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Increasing number and an increasing interchangeability of tourism destinations with similar offers Increasingly difficult to stand out from the competition „Charge“ your destination or tourism offers with an emotional value or an attitude towards life Brand you destination and define a unique selling proposition (USP)
- 7. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Advantages of branding and an USP Having a clear identity Being clearly recognized Giving an orientation Having a clear profile Differentiating oneself Having a certain promise Transporting specific content
- 8. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Defining your personality How are we?Who are we? What are special attitudes and characteristics? What do we stand for? What are our values? What is the essence of the destination? What makes us UNIQUE?
- 9. © Consortium: Particip /mascontour GmbH Unique Selling Proposition Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Defining your value / service proposition What do we offer to our our tourists? Why should tourists choose Cape Maclear over other destinations? What are our special competencies? Who else is doing what we do and how could we be more unique? What makes us different from other destinations? What advantages do tourists have to come here? What is the tourists' opinion of the destination? What makes us UNIQUE?
- 10. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What makes Cape Maclear unique? What is the essence of the destination? What triggers tourists to visit Cape Maclear? What is the tourists' opinion of the destination? For inspiration CAPE MACLEAR 1 2
- 11. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What is your opinion? For inspiration VIBE OF CAPE MACLEAR EASY-GOING PLACE TO BECAPEMACLEAR THE BEST OF ALL MALAWI IN ONE PLACE UNDISCOVERED WORLD HERITAGE SITE MAKE ME WANT TO COME FUN FOOD ADVENTURE STAND-BY • BUDGET TRAVEL - NOT CHEAP • WHO ARE WE NOT TRYING TO ATTRACT 3
- 12. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING Yes, Cape Maclear is a sun & beach destination – BUT WHAT MAKES IT DIFFERENT? How does “SMELL”, “TASTE” and “FEEL” being here? Do you associate anything special with Sun & Beach in Cape Maclear? What symbols come into your mind thinking about Cape Maclear?
- 13. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING What makes us different from other regions within Malawi? What makes it different from other countries? Why should tourists choose Cape Maclear over other destinations? What in particular do we offer? What is our special service proposition?
- 14. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING WATER: TROPICAL – WARM – CELAR – DEEP – FRESH SURPRISE: LOOKS LIKE CARIBBEAN IN AFRICA AFRICAN OASIS FISH – CICHLIDS – MBUNA For inspiration LITTLE PARADISE HIKING
- 15. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING CYCLING NATIONAL PARKS HIKING NATURE ADVENTURE EXPERIENTIAL TRAVEL WILDLIFE-/ BIRDWATCHING IMMERSION For inspiration
- 16. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING NICE COMMUNITY, NICE PEOPLE VILLAGE LIFE FEEL THE WARM HEART OF AFRICA EASY VILLAGE TO FEEL WELCOMED IN RELAXED SMILING PEOPLE For inspiration
- 17. © Consortium: Particip /mascontour GmbH Unique Selling Proposition: Cape Maclear Training Manual: Accommodation_Destination Branding DESTINATION BRANDING CREATIVE PEOPLE SUSTAINABILITY ECO-FOCUS COMMUNITY For inspiration FRIENDLY
- 18. © Consortium: Particip /mascontour GmbH© Consortium: Particip /mascontour GmbH IMPRINT Training Manual: Accommodation_Destination Branding SUBMITTED BY Particip GmbH Head of Unit: Thomas Keck Project Manager: Saraí Peña Merzhauser Straße 183 79100 Freiburg, Germany Phone: +49 (0)761 790 74 0 Fax: +49 (0)761 790 74 90 E-Mail: info@particip.de Internet: www.particip.de PREPARED BY mascontour GmbH Managing Director: Matthias Beyer Schwiebusser Straße 9 10965 Berlin, Germany Phone: +49 (0)30 61 62 57 47 Skype: mascontour E-Mail: beyer@mascontour.info Internet: www.mascontour.info ELABORATED FOR Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ GmbH) Programme “More Income and Employment in Rural Areas” (MIERA) – Malawi DATE April 2019
Notas do Editor
- Welcome Welcome the participants. Start the training with a round of introduction: each participants presents himself/herself, their type of business, origin (each participant can state 3-4 sentences) Time frame: 5 minutes
- Instruction: Explain: The basis of your social media strategy is to understand how your destination stands out from the rest of the world, what you offer and what your market wants. – this is the essence as starting point Exercise: Let participants reflect about these two topics in two groups. Collect results, write them down and cluster them on a flip chart. Time frame: 10 minutes.
- This slide shows the three important steps to be followed for a successful awareness building, marketing and commercialization of a destination. Many people want to sell their hotel or service right away. But the destination is not even positioned in the mind of the customer („Malawi? Uuuumhh…where is that?“) nor properly marketed („beautiful and safe country with a great lake, wildlife, friendly people and varied accomodation and tours? – I had no idea!“) to create the foundation for: „Tourist is ready to go there and wants to book a hotel!“ (the sales part which builds on positioning and marketing). Instruction: Explain: Positioning-TOP OF MIND: When people hear the name of your destination, you want them to have an association with your destination. You want them to be able to locate your destination and that your main attractions pop into their mind as soon as they hear the name of your destination. For that, you need to be clear about your unique characteristics and position your destination. One possibility for Top of Mind is „Lake Malawi!“ (but it could also be „Madonna!“ because she has been in the news a lot regarding her adopted childen). The starting point is to ask: In the mind of the tourist, what is the top of mind right now? And what would we like the TOP OF MIND to be in the future? After you become aware of your aspired TOP OF MIND, you can implement targeted marketing actions. Consider activities that you can do individually, as a local group of entrepreneurs or in coordination with Malawi‘s Department of Tourism, to properly market your destination. Once a consumer has understood all that is on offer, you are ready to sell you individual product successfully,like a hotel, local excursion or a trip through Malawi.
- Time frame for Module Destination Branding: 75 minutes
- Introduction into the topic destination branding: Explanation: In times of a constantly increasing number and an increasing interchangeability of tourist offers, it is becoming increasingly difficult to stand out from the competition. The tourism infrastructure in particular often no longer differs from one another and in many cases does not provide guests with a clear orientation. In the age of experiential tourism, it is therefore becoming increasingly necessary to "charge" tourism offers with an emotional added value or an attitude towards life to facilitate unique experiences Thus, the branding of a destination combined with the clear definition of a unique selling proposition is of utmost importance Time: 3 minutes
- Explanation: Advantages of an USP: Do some brainstorming with your group: Ask them: What advantages can you think of having a clear USP for your destination? Explanation: Due to branding and a clear USP, there are numerous advantages: clear identity can enable recognition among (potential) guests offers orientation help to distinguish between different options conveys a clear picture in the mind ensures profiling and demarcation generation of emotions and act as historical anchor make a promise and transport specific content. compels to take action Time: 3 minutes
- Introduction Introduction into the topic unique selling proposition Pinpointing your USP often requires some soul searching and creativity. You must think like your potential tourists think. The right USP will give visitors the compelling reason they seek to visit your destination. Because your community already lives and breathes your USP every day, it’s in your “DNA” and it’s the reason they continue to inhabit and experience your destination The best way to find your USP is by working with your local community, ambassadors and businesses to build it from the bottom up. First you define your personality by asking: Who are we? How are we? What are special attitudes and characteristcs? What do we stand for? What are our values? Time: 2 minutes
- Secondly, we define our service and value proposition by asking: What do we offer to our tourists? What are our special competencies? What advantages do tourists have to come here? What makes us different from other destinations? Why should tourists choose our destination over others? Who else is doing what we do and how could we be more unique? NOW LET´S GET STARTED AND DEFINE OUR USP FOR CAPE MACLEAR: - and keep all these questions in mind for further work! Time: 2 minutes
- Introduction Ask your participants: What makes Cape Maclear unique? What is the essence of the destination? What makes me want to come to visit Cape Maclear? What is the tourists' opinion of the destination? Do a 10 minute brainstorming phase with your group on the mentioned questions. Ask them to tell their ideas and note them down on cards. Pin them on the flipchart. To get the discussion started, ask What do visitors usually say and praise about with regard to our destination? How does our destination appear in promotional materials? With what other destination are we often compared with, yet also present some differences? Total time frame: 20 minutes.
- Introduction 3.) check in real time what people are saying was versus the effective things of the destination Time frame (as part of slide 10)
- Introduction Form groups of 3-4 people. Give them 10 minutes time to discuss and reflect on the following questions regarding the topic “sun and beach” (as shown on the slide): What is the special experience to be lived here? What feelings can be evoked by being in Cape Maclear? How dies “SMELL”, “TASTE” and “FEEL” being here? Do you associate anything special with Sun & Beach in Cape Maclear? What symbols come into your mind thinking about Cape Maclear? Your participants can write or draw all ideas on cards individually. At the end of the session, the cards will be collected and categorized according to appearing clusters (depending on the ideas given) Discuss the results together with the entire group.
- Introduction Further on, reflect on factors that distinguish Cape Maclear from other destinations. What makes us different from other regions within Malawi? What makes it different from other countries? What in particular do we offer that others not might have? What is our service proposition? Time frame: 10 minutes.
- Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi (as shown) Adventure Relaxed Community Time frame: 5 minutes.
- Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure (as shown) Relaxed Community Time frame: 5 minutes.
- Before starting your group work with all participants, show these examples of word clouds to create awareness among your participants regarding possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure Relaxed (as shown) Community Time frame: 5 minutes.
- Before starting your group work with all participants, show these examples of word clouds to sensitize your participants with possible answers. Provide these examples to your participants to give some incentives They are clustered as following: Beach vibe / Lake Malawi Adventure Relaxed Community (as shown) Time frame: 5 minutes.