This document outlines an educational presentation about building an integrated marketing machine. It discusses the importance of focusing on modern consumer behaviors and their increasing control over media. It provides four commandments for tourism marketing, including focusing on consumer behaviors, embracing mobile empowerment, empowering consumer self-discovery, and promoting a seamless experience. The presentation recommends taking action to define metrics, know audiences, tell stories, use content to drive conversions, and demand meaningful reporting.

1. BUILDING AN
INTEGRATED
MARKETING
MACHINE
An Educational Presentation

2. YourPresenter:
RyanThompson
ChiefExecutiveOfficer+Partner,Aria
ryan@ariaagency.com
@ryanathompson

3. Wearebrandstorytellersthat
runafull-serviceagency,
excellinginthetravel,tourism
andrealestatemarkets

8. 2007 Travel Planning

10. 2015 Travel Planning

11. 2015 Travel Planning2013

12. 2015 Travel Planning

13. “Consumer self-discovery
leads all else. The
consumer is in control.

15. “The world has
lost its mystery

18. WHY IS THIS IMPORTANT:
BECAUSE MODERN
TRAVELERS ARE SEEKING
NEW ADVENTURES AND
THEY’RE INCREASINGLY
CHOOSING THE ROAD
LESS TRAVELED

19. AND WHY YOU CARE:
2ND & 3RD TIER
DESTINATIONS ARE THE
ROAD LESS TRAVELED.
NEW SURPRISE AND
DISCOVERY EXISTS ALMOST
EXCLUSIVELY THERE

20. Introduction

21. BUILDING AN
[INTEGRATED]
MARKETING
MACHINE

22. “MATCHING LUGGAGE” IS
NOT INTEGRATION

23. INTEGRATION CAN
BE AS SIMPLE AS A
SIMPLE THREAD

24. Integration isn't about saying the
same thing in different channels.
It is about taking a unique
aspect of the brand and tying
it to a consumer insight that is
powerful and engaging,
delivered appropriately

26. WHY IS THIS SO
CRITICALLY
IMPORTANT?

27. MODERN MARKETING TRUTH #1
CONSUMERSARE IN
CONTROLAND THEIR
CONTROLIS INCREASING
!

28. MODERN MARKETING TRUTH #2
MOST CONSUMERS DON’T
WANT TO SEE OUR
ADVERTISING
!

29. MODERN MARKETING TRUTH #3
TRAVELERS TRUST
REVIEWS FROM
COMPLETE STRANGERS
MORE THAN BRAND
ADVERTISING
!

30. “ – 2014
Millennials are driving
meteoric demand for
new travel content

33. Case Studies

38. Reenginner your Approach

39. 1. Fanatic focus on consumer behaviors
2. Embrace mobile empowerment
3. Empower consumer self-discovery
4. Promote a Seamless experience
4 COMMANDMENTS OF
TOURISM MARKETING IN 2015

40. 1.Fanatic focus on consumer behaviors
1. Read skift.com for industry news and trends
2. Follow Think with Google
3. Read eMarketer.com for general marketing news
4. Dissect your Analytics and compare to previous

41. 1.Fanatic focus on consumer behaviors

42. 1.Fanatic focus on consumer behaviors

43. 1.Fanatic focus on consumer behaviors
Many of today's brands will become
irrelevant after failing to recognize that the
millennial consumer is a generation of people,
not just a niche "youth" market. Millennials will
not turn into generation X when they turn 35,
but will take with them all the brand
preferences and media habits they have
today.”
- Spencer Baim, chief strategic officer, Vice Media

44. 2. Embrace Mobile Empowerment
THINK
MOBILE FIRST

45. 2. Embrace Mobile Empowerment
MOBILE IS A
SEPARATE
CHANNEL TO
DESKTOP / TABLET

46. 2. Embrace Mobile Empowerment
AND NOW, THIS.

47. 3. Empower Consumer Self-Discovery
PUBLISH STORIES
THAT ENTERTAIN,
ENDEAR AND
BRING VALUE

48. 3. Empower Consumer Self-Discovery
BE PART OF THE
CONVERSATION, IN
REAL TIME ON
MESSAGE

49. 4. Promote a Seamless Experience
OMNI-
CHANNEL
OFFLINE,
ONLINE,
PHYSICAL

50. Integrated Planning

51. TAKEACTION
Your value proposition must simply answer two questions: Why do I
exist and what difference does it make to my audience’s life? This
must be the beginning of your effort because without it, you could
be improperly positioned. Its ok to be aspirational but be sure you
are realistic enough to fulfill those aspirations.
KNOW THYSELF.1

53. Defineyourmetrics
Wethinktheyshouldbe:
1)Awareness
2)Engagement
3)Conversion

54. Objective:
Awareness{
‣ Websitetrafficvolume
‣ Websitetrafficreferrals
‣ Inboundlinksfromthird-parties
‣ Inboundsearchvolume
‣ Emailsubscriberdatabasegrowth
‣ Socialfriends,followers,fanvolume
‣ Socialshareofvoice/Influence
‣ Earnedmediacoverage

55. Objective:
Engagement{
‣ Websitetimeonsite
‣ Websiterepeatvisits
‣ Websitebouncerate
‣ Socialfriendsengagement
‣ Socialsharing
‣ Recommendations
‣ Reviews
‣ Emailopens/clicks

56. Objective:
Conversion {
‣ EcommerceSale
‣ Websiteinquiries
‣ Third-partyhotelbooking
‣ Visitorguidedownload
‣ Websitegoalconversions
‣ Contestentries

57. TAKEACTION
Content must never be the afterthought in marketing. Following
your value proposition, define the messaging and topics that are
relevant to your initiatives.
TAKEACONTENT FIRSTAPPROACH2

58. THE MODERN
MARKETING MIX

63. TAKEACTION
Build personas that capture the essence of your individual audiences.
State their likes, desires and how you want your brand to make them feel.
KNOWYOURAUDIENCE3

66. TAKEACTION
We’ve all heard debates about “the greatest story ever told”.
The best stories do in fact have a beginning, middle and end.
Your job must be to frame compelling stories within the realm of
your campaigns.
TELLSTORIES4

67. BUILDYOUR CALENDAR
AND RUN IT LIKEA
MAGAZINE

70. CONTENT
PILLARS
WRITE ONCE,
USE MANY

71. CREATE
BUTALSO CURATE

72. TAKEACTION
Paid Media is simple one of a number of distribution channels
for our content stories. Concept your campaign, get the story
right and then determine how to distribute it.
MEDIASUPPORTS THE CONTENT.
PERIOD.5

73. TAKEACTION
Be clear on your desired outcome at every interaction.
CONNECT TO DRIVE TOAPOINT
OF CONVERSION6

74. 5,000,000 impressions for $5,000! What a deal, right? The reality
is that impressions alone are as worthless as the junk mail in your
mailbox. Impressions are not a signal of positive ROI. Meaningful
engagement metrics are monumentally more important.
DEMAND MEANINGFUL
OBJECTIVE-BASED REPORTING
7
TAKEACTION

75. Q&A
w
t
ariaagency.com
@ariaagency
AriaisanawardwinningDallas-basedindependentfullserviceagencywithmore
thanadecadeindestination,realestateandeconomicdevelopmentmarketing

76. An EducationalPresentation
Music
Chill House Night - The Age of Love
Daft Punk - Tron Legacy Reconfigured - The Son of Flynn
Daft Punk - Tron Legacy Reconfigured - End Titles
Photography & Video
Flickr.com
Wikipedia Commons
Pond5.com
FastCompany.com
Aria, the Aria logo, and all design elements are the servicemarks, trademarks, or registered trademarks owned by AriaMedia
Corporation. All other servicemarks and trademarks are the property of their respective owner.
Copyright © 2015 AriaMedia Corporation. All rights reserved.
Get our One-Page Strategic Planner
via email by sending a message to:
Ryan@AriaAgency.com