Nicola Farronato, founder B-sm@rk, at Travel Tech Conference Russia 2017 (http://traveltechcon.ru/eng) "How I have moved from manufacturing to travel tech, started up a business in Ireland. Latest findings in #DestinationPersonality research and Combi-Action behavioural martech for travel and hospitality". Video: https://www.youtube.com/watch?v=lIT0HCcSgpY Subscribe to TTCR news: http://eepurl.com/cnhNvH

1. A TRAVEL-TECH START UP
JOURNEY IN IRELAND

2. W HO W E ARE
BECAUSE EMOTIONS MATTER
is a customer experience platform that provides
research and digital marketing tools for online travel and commerce.
2017
Finalist at ITB China Award
is an Italian-Irish company developing research and technology based on
consumer behavior and marketing automation for travel, hospitality and brands.

3. W HY I REL AND: TRAVEL TECH
Irish Travel Tech is a mix of local startups, multinationals, and experimental innovation labs. It’s a not-for-
profit tracking key data, from funding to employees to stage of development. Snapshot of Irish TravelTech:

4. 5 great reasons for choosing Ireland as the Start-up Destination:
1. Ireland is a start-up friendly environment
2. Ireland is a world leader in key innovative sectors
3. Ireland is a dynamic source of start-up funding and support programmes
4. Ireland is a great place to live and work
5. Ireland, a gateway to global markets
W HY I REL AND: START- UP
Enterprise Ireland is the government organisation responsible for
the development and growth of Irish enterprises in world Markets.

5. W HY I REL AND: START- UP
Enterprise Ireland works in partnership with Irish enterprises
to help them start, grow, innovate and win export sales in global
markets, supporting sustainable economic growth, regional development
and secure employment.
Support for start-ups:
› Funding Business
› Advice, mentoring and introductions
› Practical help to enter overseas markets
› Incentives to stimulate in-company R&D
› Network of both state and privately owned start-up accelerator
programmes
› Tax Based Incentives and Funding for Start-Ups:
 12.5% Corporation Tax
 Research and Development (R&D) Tax Credits
 Tax Incentives to Irish Investors in Eligible Start-Ups

6. W HY I REL AND: START- UP – So me n u mb e r s
The most comprehensive map of Ireland's startup ecosystem and community.
Source: Thinkbusness.ie
There are about
1000 start-ups

7. OUR STARTUP J OURNEY I N I REL AND
#DestinationPersonality research
Combi Action technology
ITALY IRELAND
From Italy to Ireland for starting up

8. EMOTIONAL MARKETING FOR ONLINE TRAVEL AND COMMERCE
RESEARCH DIGITAL MARKETING
Brand and Destination Personality: The Combi-Action-Technology:
Personalized dynamic content for tourists
Consumer behaviour + marketing automation
W HAT W E DO
Set of human personality traits that
are both applicable and relevant for
brands
Set of human personality
traits related to a destination
Brand Personality
Destination Personality

9. DESTINATION PERSONALITY
IDENTITY
The self proposition of the
destination
IMAGE
The tourists’ perception of
the destination
PERSONALITY
The common trait between
the destination and its
tourists
✓ Can help measuring identity and image of a destination
✓ Can be the connector between the tourist and the destination

10. DESTINATION PERSONALITY
Brand/Destination
Personality is the
application of human
characteristics about
a place or a brand. A
typical process that
people incur when
travelling.
They already have in
mind an idea of the
place and its features,
a picture that still
needs to be
authenticated through
their direct
experience.
A distinctive and
emotionally attractive
Destination
Personality is shown
to leverage the
perceived image of a
place and influence
tourist choice
behavior.

11. DESTINATION PERSONALITY

12. DESTINATION PERSONALITY PROJECTS 2016 -2017
6
Italy
4
Tourism Ireland
City of Dublin
Guinness Storehouse
Northern Ireland
MUSE
Peggy Guggenheim Collection
East Lombardy (ERG)
Venice Islands
Bergamo
Mestre
…
1
Bulgaria
Sofia
Russia
China
Ireland and Northern Ireland
1
Moscow
Chinese outbound in Europe

13. NEW PROJECT: RUSSIA?

14. NEW PROJECT: RUSSIA?
#DestinationPersonality Canvas

15. COMBI-ACTION TECHNOLOGY FOR TRAVEL
Combi - Action - Button
Consumer Behavior
This new solution is now available with an “Early adopters program” along
with the patented Combi-Action-Technology.
has developed an in depth understanding of travel
and hospitality marketing by leveraging its unique technology
and IP. Focusing consumer research, touchpoints and behavioral
models, we provide clients with a new solution for optimizing
the mapping and the connection between leads/customers and
available inventory (content, product, services, destinations,
etc).
Marketing Automation

16. CUSTOMER JOURNEY PERSONALISATION
Before During After
CAB creates engaging banners,
helping to show personalised,
matching experiences on the
landing page
CAB once again personalizes the
search process and improves
user experience
CAB can be implemented into
the Newsletter for
personalised
recommendations
TOUCH
POINTS
• Banners
• Websites
• Search Engines
• …
• Mobile App of City
• Mobile App for
Transportation and Maps
• …
• Facebook, Twitter, Instagram
• Feedback platforms
• Newsletter
• …

17. Google Analytics
Combi-Action-Technology
Best matching content
User profile
Travel with…
Narrative, photos, items most
compelling to user
based on
COMBI-ACTION-TECHNOLOGY: ONLINE ADVERTISING CAMPAIGN

18. PROJECT STEPS
1. Define profile and map current
inventory/offer based on client
briefing
2. Tailoring the selection
3. Develop augmented user
models/journeys via B-sm@rk tools and
methodology;
4. Co-develop the design and functions of 1-
Combi-Action (banner, button, action,
etc)
5. Roll-out the campaign/project and fine
tune the system based on metrics.

19. PROJECT STEPS
CLIENT
• Improve customer knowledge and segmentation
• Optimize mapping and matching user inventory
• Improve customer journey personalization
END USER
• Improve user/customer experience
• Improve engagement
• Improve revisit intention
GOALS
COSTS
TIMEFRAME
4 Weeks: Set Up
4 Weeks: Campaign Running
2 weeks: Review and Strategic Recommendations
EARLY ADOPTER PROGRAM 2017
• To be defined

20. PROJECT STEPS

21. PROJECT STEPS
T
R
A
V
E
L
P
E
R
S
O
N
A
S
Chosen tour
Reinforcement
Feedback loop

22. THANK YOU!
NICOLA FARRONATO – CEO & Founder
Guinness Enterprise Centre
Taylor's Lane, Dublin 8 – Ireland
nf@b-smark.com
+353 85 758 1215
MySmark