Post on 13-May-2015
transcript
MARKETING SPAIN IN TIMES OF AUSTERITY
SOCIAL TRAVEL MARKET
Enrique Ruiz de Lera, Director, Spanish Tourist Office in London
1. Ten commandments of country branding
2. Spain’s current marketing strategy
3. I need Spain: our advertising campaign
4. Branded content
5. Brand ambassadors
6. Online strategy
7. What comes next?
INDEX
TEN COMMANDMENTS
OF
COUNTRY BRANDING
A COUNTRY IS A BRAND…
In fact, people are brands as well
Ten Commandments of Country Branding
1
…BUT A COUNTRY BRAND IS OWNED BY CONSUMERS,
NOT GOVERNMENTSSurprise, surprise!
A brand is what your customers think of you
Ten Commandments of Country Branding
2
CREATE A
LONG TERM STRATEGY
No strategy, no results
Ten Commandments of Country Branding
3
FOCUS ON 1 OR 2 MAIN FEATURES ONLY
Avoid trying to sell everything to everybodySegment, Target, Position
DIFFERENTIATE
Ten Commandments of Country Branding
4
FOCUS ON EMOTIONSFrom USP to ESP*
Unique Selling Proposition Emotional Selling Proposition *TM Raul Peralba
Become an emotional country Brand (Brazil, Italy, Spain)
Ten Commandments of Country Branding
5
Storytelling is the most powerful way of communication
CREATE A STORY
Ten Commandments of Country Branding
6.1
CREATE A STORYIn a visual world, words are more
powerful than images
Ten Commandments of Country Branding
6.2
CREATE A STORY
Forget logos (people don’t see logos) and turn slogans into anthems
Ten Commandments of Country Branding
6.3
CONTENT IS KING…
Inspire people to create your own content:
UGC* are the new ads*User Generated Contents
Ten Commandments of Country Branding
7
…BUT ONLY RELEVANT CONTENT IS KING
Communicate only what interests your audience
From push to pull strategies
Ten Commandments of Country Branding
8
DIGITAL MARKETING IS NOT AN OPTION, SOCIAL MEDIA
IS NOT A TREND
Design a 360°, seamless on-off campaign
Ten Commandments of Country Branding
9
IN TIMES OF SCARCITY BIG IDEAS REPLACE
BIG BUDGETS…
THINK OUT OF THE BOX!!
Ten Commandments of Country Branding
10
Spain’s current marketing
strategy
THE CHALLENGEHOW TO COMMUNICATE
A RELEVANT MESSAGETO A FRAGMENTED AUDIENCE
IN A SATURATED ENVIRONMENT WITH LIMITED RESOURCES?
Spain’s current marketing strategy
STORYTELLING
Spain’s current marketing strategy
I NEED SPAIN
A MESSAGE THAT COMES FROM THE CONSUMER: IT FOCUSES ON THEIR PERSONAL EXPERIENCES & STORIES
Spain’s current marketing strategy
Spain’s current marketing strategy
Spain’s current marketing strategy
We also invested
in co-marketing
Co-marketing and strategic partnering
BRANDED
CONTENT
ZINDAGI NA MILEGI DOBARA
Branded content
MTV FIX YOU
Branded content
BRAND
AMBASSADORS
REAL MADRID
Brand ambassadors
Brand ambassadors
SPANISH NATIONAL BASKETBALL TEAM
Brand ambassadors
Brand ambassadors
Brand ambassadors
Brand ambassadors
ONLINE
STRATEGY
USER GENERATED CONTENT
SPAIN ADDICTS
Online Strategy
Online Strategy
UK
MULTIPLATFORM,
MULTICHANNEL STRATEGY
SOCIAL NETWORKS
Multiplatform, multichannel strategy
THE FACEBOOK TRAP: HIGH VOLUME,
LOW ENGAGEMENT
SOCIAL NETWORKS
UK:Focus on
engagement
Multiplatform, multichannel strategy
APPSiSpain
+IneedSpain
Multiplatform, multichannel strategy
SOCIAL NETWORKS
Multiplatform, multichannel strategy
WHAT COMES NEXT?
FROM CMO TO CCO (CHIEF CONTENT OFFICER)
FLASHMOBS
GUERRILLA MARKETING
BLOGGERS
MAKING THE MOST OF
SOCIAL MEDIA
YouTube
Original viral video: http://youtu.be/phB5gSD7-10
Burger King makes the most of it:
http://youtu.be/d4j1BBoR_Bw
“Lowcostholidays scores a social media coup, while Thomas Cook
scrambles to respond”, Tnooz October 17, 2012
Thomas Cook neglects an opportunity by not adapting
Lowcostholidays jumps in and makes the most of it
Thomas Cook in Paris, finally
Someone named Thomas Cook is not happy with the burden of the name, and contacts Thomas Cook the tour operator through Facebook…
¡MUCHAS GRACIAS!Find us at:
@Spain_inUKwww.facebook/SpaininUK
www.spain.info/uk/socialnewshubwww.ineedspain.com
www.spain.infowww.youtube.com/spain