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Ekurhuleni Metropolitan Municipality Strategic Destination Marketing AEROTROPOLIS AS THE HOOK EMM has adopted Aerotropolis status with planned development of tourism infrastructure. TOURIST INFRASTRUCTURE DEVELOPMENT • Conferencing and Dining District • Super Regional Outlet Mall • International Conference Centre • Underground Mining Museum • Medical City Africa • Sports City TOURIST INFRASTRUCTURE DEVELOPMENT • Developing and organising Tourism Assets • Tourist routes and facilities in previously disadvantaged areas • Development and marketing of the wetland areas (i.e. Marievale Nature Reserve/Bird Sanctuary) • Promotion of tourist routes (i.e. retail, arts/crafts, music and mining) • Development of a gateway information centre at the OR Tambo Airport EXISTING TOURIST INFRASTRUCTURE • Natural Attractions: Marievale Bird Sanctuary, Suikerbosrand Nature Reserve, Germiston Lake, Blesbokspruit Nature Reserve. • Heritage and History: Art Deco Architecture, Thokoza Wall of Remembrance, OR Tambo Grave Site and Narrative Centre, Aviation Museum of South Africa. EXISTING TOURIST INFRASTRUCTURE • Entertainment: Carnival City Big Top Arena, Wild Waters, Theatre of Marcellus at Emperors Palace. • Markets: Flora Farm, Collectors Fair, Glass art at the Crucible. • Golf Courses: Glendower Golf Club, Royal Oak Country Club, Serengeti, Ebotse. OR TAMBO INTERNATIONAL AIRPORT AS A HUB Need to leverage global air connectivity of OR Tambo International – Largest Airport in Africa and over 9m passengers per year. EKURHULENI STAKEHOLDER FEEDBACK ON THE BRAND • Market Ekurhuleni as stop-over destination • Market Ekurhuleni at the airport • Promote heritage infrastructure and easy access • Support local leisure events, festivals, etc. • Target African source markets SWOT ANALYSIS Strengths • Iconic tourist hub – OR Tambo International • Location as stopover hub • Existing events, e.g. golf, H20 • Strong conferencing, entertainment and shopping assets Weaknesses • Limited budget, skills and resources for digital marketing • Comms centralized in marketing and communications – tourist audience is different • No recognisable tourism brand or marketing strategy • Slow turn around for information and decision making limits partnerships Opportunities • Educating trade to partner with DMO on well-defined shared strategy • Leverage work being done by established private operators • Strong domestic tourism market • Leverage stop-over hub location Threats • Competition in online space from more experienced competitor DMOs • Limited developed and organised commercial tourism product • Safety concerns in certain tourism areas • Perception of EMM as the ‘ugly sister’ of Gauteng CURRENT MARKETING CHALLENGES • No tourism marketing strategy and tourism brand = limited digital marketing activities. • Tourism marketing in general done in an ad hoc, unintegrated manner with no strategic goals. • Current digital marketing by EMM marketing and Comms division and focuses on corporate communications across all digital platforms – limited tourism content. • EMM Tourism website is a tourism product listing no dynamic destination content, social media, user-generated content, trade portal or best-practice DMO tools like maps, itineraries and an events calendar. • Existing site cannot act as the focal point to which other online marketing initiatives are directed, nor is it updated consistently. • Digital marketing skills and capacity to implement digital marketing limited TOURIST MARKET SEGMENTS • Business, conferencing and meetings • Eco-tourists • Heritage and culture • Entertainment, including shopping • Sports • Medical EKURHULENI DESTINATION MARKETING OBJECTIVES • EMM’s main tourism market advantage is its location as a central and highly accessible Gauteng destination. • Central positioning theme should be travel convenience. The most convenient hub for entering, enjoying, exploring and doing business in Gauteng: • Ekurhuleni as a base in Gauteng – ‘At the heart of Gauteng’ • Ekurhuleni as a stopover destination – ‘En route to South Africa’ • Ekurhuleni as a business, events destination – ‘Meet in Ekurhuleni’ • Ekurhuleni as a special-interest destination – Medical, Shopping, Heritage, Birding, Mining, Sports – ‘Enjoy Ekurhuleni ROLE OF DMO IN DESTINATION MARKETING Today’s DMOs are in the inspiration business and their priorities need to be on meeting the traveller’s needs in the right place with the right content at the right time. ROLE OF DMO IN DESTINATION MARKETING Unlike with traditional DMO marketing, the new traveller expects a complete, an integrated marketing experience, including earned media, web, PR, trade, traditional and online marketing. ONLINE STRATEGIC DIRECTION • DMOs must integrate their online and offline marketing activities for digitalsavvy consumers. • Smart Consumers use online travel information to make travel decisions and expect to get information while travelling. • DMOs must engage on the platforms that their target travel markets are using instead of trying to convince the traveller to come to it. INTEGRATED MEDIA APPROACH The DMO’s role is not to facilitate and leverage the conversations of travellers, not to control them or the conversations COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Website: Reflect the brand’s visual identity. Include bestpractice functionality and dynamic visual and written content that inspires and engages. Website is the focus to which all marketing activities [PR, email marketing and social media] should be directed. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Content: Online marketing is about the marketing of content, i.e. Getting the right content in front of the right person at the right time on the right device at the right point in their decision-making process to drive the right action. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Online Marketing Platforms: Online marketing tools that EMM should leverage include a blog, social media, Google marketing, SEO, eNewsletters, mobile. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Database: Permission-based email marketing is the most relevant and effective channel through which to foster relationships with visitors. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY B2B Functionality: Key trade stakeholders are guided on how to use the brand in their own digital marketing initiatives and customer interactions. Online JV: Joint marketing arrangements with key trade partners. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Media Plan: DMOs are employing influential travel bloggers and media personalities to recommend destination to their networks. COMPONENTS OF AN INTEGRATED DMO MARKETING STRATEGY Social Media: YouTube, Twitter, Facebook, Instagram, Google+, FlickR. STEPS TO CREATING DIGITAL MARKETING STRATEGY FOR EKURHULENI • Formulating your message: What do I want to tell my source markets? I.E. Ekurhuleni, the travellers’ hub of Gauteng • Choosing the right platform: Which digital platforms are my source markets using? • How will I engage with your target market: Create a content calendar that shows your marketing efforts across the channels you have identified and be consistent in its application • What goals am I hoping to achieve: Assess your digital marketing goals, e.g. engagement, and measure them regularly, tweaking your activities to achieve success ONLINE MARKETING OBJECTIVES FOR EKURHULENI • RAISE awareness of and demand for Ekurhuleni. • GROW Ekurhuleni’s online community in target markets. • INCREASE the dissemination of accurate, inspiring and engaging content. • PROVIDE stakeholders with a collective online marketing channel. ONLINE MARKETING OBJECTIVES FOR EKURHULENI • UNITE trade partners in one integrated, focused online marketing effort. • PROMOTE aspects of the destination cost-effectively. OFFER a reputable portal for current and potential visitors to explore Ekurhuleni. • REACH online travel markets normally not reachable through traditional marketing.