« January 2019 | Main | March 2019 »
Back in 2016, I opined in my monthly Z-News commentary (this month's dropped yesterday) that presenters often lose their audiences by doing what we were taught to do in school. Establish your premise, then lay out your proofs and then bring your conclusion home in a big, glorious finish.
Yeah, that doesn't work. Not in the real world. You gotta get to the good stuff...pronto.
As Seth Godin eloquently said in a slightly different way.
Yeah...we're simpatico. LGC.
(Low Guteral Chuckle)
A little over a year ago, Delta Airlines rescinded its group discounts to members of the NRA. According to CEO Ed Bastain, the moves were not a political statement in the aftermath of the Parkland shootings. Instead, he said it was in response to divisive comments made by the NRA in the aftermath of that horrific tragedy.
Shortly after Delta announced that it was cutting ties with the NRA, the Georgia legislature axed an exemption that would cost the airline $40 million in taxes. Bastian responded that Delta's brand “is worth so much more.” He went on to say that the company’s “values are not for sale.”
Wow. As with yesterday's post, doing the right thing by brands can often solidify the promise for their best customers. While some said they would boycott the airline, Bastain said the negative press was brief and that Georgia ultimately reinstated the tax exemptions when the furor abated.
Interesting article that goes deeper from The Points Guy.
Destination Marketing typically tip-toes through the tulips. Gorgeous images and video is typically offered, to be sure, but does the message challenge...or just suggest? Nebraska infamously said "It's Not for Everyone," last year...but most DMOs play it safe. Should we?
Let's take a look at Nike's controversial fall campaign, centered on Colin Kaepernick. For those that don't follow the NFL, Colin used his celebrity as a Pro Quarterback to draw attention to racial injustice by kneeling during the National Anthem before nationally televised games. He became a lightning rod, and no longer is employed by any NFL team.
This past autumn, Nike prominently featured Kaepernick in a campaign that put forth the proposition that one should "Believe in something even if it means sacrificing everything."
Pundits said Nike was crazy. They predicted boycotts and stock market tumbles.
Instead, Nike stock hit an all-time high. Sales in the month after the campaign dropped were sensational.
So, how were the conservative talking heads so wrong? They didn't understand that those that would be the most pissed off about the campaign weren't Nike's target market. Nike's base understands all too well what Colin is about...and that his message resonates. That standing for something means something. And, in the end, Nike solidified its hold on its target market.
Something to ponder as you contemplate this year's campaign, eh? Not every destination stands for something. But, if yours does, is it time to take a chance to double down on those who love you?
Destination Marketing has become dizzyingly complex. But, does it need to be?
In his 2010 book, Branding with Brains, Tjaco Walvis suggests that the brain is pre-wired to make its choices based on a three-way algorithm:
1. Relevance. If a destination has relevance to a person's life, dreams and bucket list, it clicks with the dopamine in the brain that says, "yes, more."
2. Coherence. The repetition of a coherent message over years and platforms ensures that the brain can quickly retrieve its memory and interest in the destination.
3. Participation. The more interactive the destination allows its followers and consumers to be, the more likely that neural brain paths will be paved to ensure future choice.
That's your job this week. Focus.
Just a thought....
At one point, The Monkees outsold the Beatles and the Stones...combined. And, while they were dismissed by some as the "pre-Fab Four," the band made some genuinely exceptional music. On the first couple albums, that was because some of the top songwriters and session players of the era were doing all the work (well, except for the vocals). In time, the band took control...but, it was the beginning of the end.
Peter Tork was "the goofy one," the Ringo of the band. But, he was an accomplished musician in his own right. And, he departed terra firma earlier this week after battling cancer for a decade.
Thanks for the laughs, Peter...and a significant part of the soundtrack of the '60s. On this Music Friday, we say farewell with a solo acoustic version of "I'm a Believer."
A few weeks ago, our friends at Destination Analysts released preliminary findings on the State of the American Traveler. One of the findings was shocking, given the relative strength of the economy: At this time last year, nearly two-thirds of American leisure travelers (65.3%) said that leisure travel would be at least a “somewhat high priority.” This year, the corresponding figure has sharply dropped to 59.6 percent.
Why are we less inclined to do what we've always said we want to do? Is it because travel isn't as much fun anymore?
Are consumers beginning to decide, with their brand new gazillion pixel flat screen TV, to curtain their love of travel in favor of experiencing the world in 4K with 360 sound? I mean, what the hell? All the hassles are mitigated. They don’t hafta sit nexta someone on a plane that should have purchased two seats and a bar of soap sometime in the last two weeks. They no longer are at the mercy of hotels that gave their room away and now must walk them half the city away at 10pm when they are tired and cranky. And, they don’t hafta endure self-absorbed assholes that bogart the view or use their mobile devices like walkie-talkies so everyone within a block can hear their sensationally unimportant conversation.
Why not just curl up, call up GOusaTV or any number of channels…and see the world from their Barcalounger?
Yeah but, they then won’t experience the world.
Let's keep that in mind as we create the stories and experiences to get them off the couch.
It will be an interesting couple of days in Dallas.
For those that have not been following along, the City recently conducted an audit of Visit Dallas. "Scathing" is the word being used to describe the findings. But, to be fair, the audit found just as much wrong with the City's oversight of its contract with the DMO as it did with Visit Dallas. That said, the media is focusing the majority of its attention on the DMO, essentially giving the City a day-pass. It's hard to bang on bureaucrats. Much easier to target the CEO. Lazy journalism at its finest.
This is not unlike what has been happening in Santa Clara, where the DMO is being vilified when the City never set goals or expectations for the organization. And in Stillwater OK. And, in a bunch of places. It is the season, apparently.
But, once again, a Dallas politician blurts out the age-old saw: "They believe this hokum of advertising that is supposed to be reaping millions of dollars for the city is more important than filling potholes.”
Filling potholes, Police and Fire, the Homeless. Insert any hot button part of a City's program of work. It's always designed to position one of the only non-resident tax generators as somehow frivolous against the very programs it helps fund...because Joe and Jill Public are easily led. Smart politicians know this. Ethical ones are handcuffed because they don't have the facts with which to fight back (and, that's on us).
But, marketing is hokum?
Except when running for City Council, apparently. The $100,000 or so the Councilman had in his war chest in 2017 was, ostensibly, for marketing.
$100,000 would fill a lot of potholes, eh Phillip?
Are potholes really the issue for most residents in Dallas? Or are jobs and a fertile landscape for entrepreneurs more important?
Just sayin...
Have you seen the trailer for "Yesterday?" The concept behind the movie is that, after being hit by a bus, the protagonist wakes up to a world that never knew the Beatles...but he knows all their songs. And, he becomes an international sensation when he plays them.
That's kind of how I feel about many of the artists I hear on internet radio. It's what powers the music in our home and office. And, we take the "inter" part of the net seriously as easily half of our favorite channels are international (Russian, German, Brazilian, Turkish). And, while most play a lot of American music, we are constantly amazed by the music being produced by artists around the world that seeps into these station's programming. And that American radio ignores.
For instance, consider Marco Borsato. He's huge in the Netherlands. Packs stadiums. And uncorked a great version of a Babys classic with Lucie Silvas. Yeah...you likely don't know her either. But, she's really big in Britain.
On this Music Friday, we share their duet of "Every Time I Think of You."
And, if you don't know where to start in creating your internet radio playlist, just ask us. Or swing by this summer...cause it'll be pumpin' on the porch.
The State of Indiana has never meaningfully invested in promoting itself as a destination...which always struck me as odd. After all, they border a State that does...and continues to enjoy national recognition from one of the most successful tourism campaigns in history. One would think that the competitive juices would flow a bit more abundantly.
But, no. Indiana invents less than $5 million a year to invite visitors, investors and potential residents to consider their sensational destination. A head-scratcher, to be sure.
So, imagine my surprise when the Indiana House of Representatives voted 91-0 to create a new quasi-governmental agency to replace the State's Tourism Office. A unanimous vote to do something different from a legislature that hasn't, historically, been able to spell tourism? Stunning.
The bill doesn't allocate more revenue (naturally) but could open the way for the new agency to develop new revenue streams.
My only question: Was it a unanimous vote because the concept is brilliant...or because the House is tired of being accused of not understanding the crucial importance of destination marketing on a State's economy and just wanted to wash its hands of the whole affair?
Here's hoping it's the former.
USA Today has laid off all but a handful of its Travel section staff, essentially shuttering one of the last such features in mainstream media.
From a recent Skift obituary: "Consumers get recommendations on where to go from Facebook and Instagram while heading to TripAdvisor for reviews. Travel media has become less relevant than before because consumers don’t need travel advice from the publications they turn to for political updates and entertainment news."
Ouch.
Recent Comments