Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
@milestonecreatv #milestonecreative
Presented by Alana Hay
Milestone Creative Australia
Tourism Futures Forum
29 May 2019
DRIVING
VISITATION
& ECONOMIC
RETURN
THROUGH
EVENTS
@milestonecreatv #milestonecreative
MILESTONE CREATIVE
AUSTRALIA
Specialist marketing agency for business and major events, destinations, hospitality, venues, tourism,
creative industries, and the arts. We are a team of marketers, a creative studio, designers, social and
digital media, comms and copywriting.
video
TODAY• EVENT OWNER
NEEDS
• LEVERAGING EVENTS
• EVENT MARKETING
EVENT OWNERNEEDS
@milestonecreatv #milestonecreative
@milestonecreatv #milestonecreative
WHY DO DESTINATIONS NEED
EVENTS?
Attract visitors &Economic
impact
Stimulate the local economy through visitor spend – retail, restaurants,
hotels Community building – sense of community,
creating or reinforcing
community spirit
Add to the cultural fabric of the destination
Fill hotel rooms -“heads on beds”
Employment –Suppliers, event and operations
staff, locals
Marketing coverage
Improve destination reputation
Local, interstate and global media
attention
EVENT TRENDS
UNIQUE
DESTINATIONS
UNIQUE
PRODUCTS
DEEPER
ENGAGEMENT
UNCONVENTIONAL
SPACES
ENGAGING THE
SENSES
LOCAL
FLAVOUR
DIGITAL
CONTENT
IT’S COOL TO BE
KIND
@milestonecreatv #milestonecreative
SPECIFIC NEEDS OF AUDIENCES
LEVERAGE
@milestonecreatv #milestonecreative
THE
3 YEAR
MODEL
@milestonecreatv #milestonecreative
Bidding Opportunity
Help identify potential events – do you have experts
in a particular field on your payroll who can help
bid?
Selling the experience
Media experiences
Supporting the Bid
Destination Marketing
Your brand, at the event
Tell the story
SAILGP
VIVID SYDNEY
@milestonecreatv #milestonecreative
Bidding Opportunity
Help identify potential events – do you have experts
in a particular field on your payroll who can help
bid?
Selling the experience
Media experiences
Supporting the Bid
Destination Marketing
Your brand, at the event
Tell the story
SAILGP
@milestonecreatv #milestonecreative
Bidding Opportunity
Help identify potential events – do you have experts
in a particular field on your payroll who can help
bid?
Selling the experience
Media experiences
Supporting the Bid
Destination Marketing
Your brand, at the event
Tell the story
SAILGP
OCEAN PLASTICS
CONGRESS
@milestonecreatv #milestonecreative
EUROVISION –AUSTRALIA
DECIDES
@milestonecreatv #milestonecreative
• Luring an event – Sell the destination. Do you have an event
owners’ manual to the city? Case studies and imagery of other
events integrating with the city. List of city-wide marketing
opportunities.
• Access to tourism providers – Is there a local committee that can
meet with event owners to help them activate?
• Resourcing – Make it easy to employ locals, maybe partner with a
local HR company for local event talent.
• Suppliers – Is there a directory of local suppliers for event owners?
• Event Website – A kit for event owners to include - hotel listings,
links to see and do, FB blurbs and destination images.
• Inspiring Visitors – Send tourism information via event eDMs,
website and socials.
• App – create a whole of city or town app for tourists to use
TOURISM APP
@milestonecreatv #milestonecreative
AUGMENTED REALITY
FIND LOCATIONS, AMENITIES,
RETAIL, VENUES WITH A
TOURISM / EVENT APP. THINK
WHOLE OF DESTINATION
APPROACH.
Blippar
EVENT MARKETING
@milestonecreatv #milestonecreative
MARKETING TRENDS
@milestonecreatv #milestonecreative
1. SMM IS STILL #1 FOR TICKET SALES
2. LIFECYCLE EVOLUTION. (ACC)
3. HUMAN-CENTRED, LONG-FORM
CONTENT (STORYTELLING, MEET THE
MAKER)
4. VIDEO FOR CONSIDERATION
5. AUDIENCE LANDING PAGES, PIXELS
AND RETARGETING
6. NATIVE VS ADS
7. GO LIVE
8. VOICE ACTIVATED SEARCH AND LONG-
TAIL SEARCH FOR SEO
9. YOUTUBE
10.APPS - ANDROID OUTSTRIPS APPLE
11.PRINT IS NOT DEAD. YET.
12.EDMS ARE NOT DEAD. BUT…
13.SMART SELLING (FUNNELS,
INTEGRATING SALES AND MARKETING
THROUGH
CRM/ANALYTICS/MARKETING)
14.SEM AND AI (PREDICTIVE SEARCH)
15.AI IN FACEBOOK (PREDICTIVE
IMAGES)
16.CHATBOTS AND MACHINE LEARNING
17.CUSTOMISED APPS (EG: EXHIBITOR
APPS)
18.TOUGHER PRIVACY LAWS
19.COOKIE POLICY
20.ADBLOCKING
@milestonecreatv #milestonecreative
Awareness Consideration Conversion Advocacy Loyalty
Continue the conversation: “Always-On” marketing
approach
Copyright Milestone Creative Australia
THE NEW MARKETING
LIFECYCLEENGAGE, ENGAGE, ENGAGE.
20 WEEKS
•Strategy
•Develop lead creative and
assets
•Negotiate travel packages
18 WEEKS
• Book marketing
16 WEEKS
•TVC / Radio (BRAND)
•Digital brand + acquisition
* Build subscribers * Activate channels
12 WEEKS
•Launch website
•Paid Marketing:
Digital, print
11 WEEKS
8 WEEKS
•TVC (TIX)
•Radio tix offers
•Billboards/Taxi /Decaux
•DM
4 WEEKS
•Print and digital
(localised)
•Street Banners
1 WEEKOperational
NoticesNoise, road
closures 20 weeksSet Pricing
18 weeksEngage Ticketing
Agency
16 weeksBuild ticketing
12 weeksVIP pre-sale
11 weeksEarly BirdAlliances
8 weeksFull Price
Alliances Round 2
4 weeksDynamic Pricing
1 weekTicket Reminders
Seat Fill
ConsiderationSoft
Conversion
Hard Conversion Awareness
@milestonecreativ #milestonecreativ
INTEGRATION
Long-Lead destination announcement
Destination Competition
Website content & listings, packages
Plan ahead, extend stay
Tactical local “to do”
@milestonecreatv #milestonecreative
Pull/Engagement
Push/Marketing
WEEK 16 WEEK 12 WEEK 8 WEEK 0 ALL
Continue the conversation: “Always-On” marketing
approach
Copyright Milestone Creative Australia
CAMPAIGN WALK THROUGH
Post & engage
Radio/TV (Brand)
Programmatic (brand) & acquisition
Digital – Brand & Acquisition
Social – Introductions/Talent
Launch event website
Blogs + Boost
Social – Post reviews/ testimonials
Videos – destination, experience, people(Youtube, FB, stories)
Set up & boost event pages
Digital – Carousels of experiences
Outbrain, SEMInsta & FB filters
Encourage social sharing
eDM offers
Invitations
Merch
Cross-sell via tktplatform and eDM
Radio comp to bring a friend, VIP area, free tix
Advertorial
Radio Promotions
TVC (tix)
eDMs
Digi – single ads
Social Channel takeovers
Retargeting
SEM – In-market/Geo
Bots & Messenger AdsPop-Ups
Meet & Greet
Insta Meets/Influencer
Comps for next year
Social Channel takeovers
eDMs
FB Galleries
Awareness Consideration Conversion Loyalty Advocacy
Retargeting
@milestonecreatv #milestonecreative
CONTENT IDEAS
ACTIVATIONS
@milestonecreatv #milestonecreative
INTERACTIVE
CAMPAIGNS
INTERACTIVE CONTENT THAT
POPS OUT BY SCANNING A
LOCATION, INFRASTRUCTURE,
EXHIBITOR BADGE, BOOTH,
PRODUCT
@milestonecreatv #milestonecreative
VIRTUAL REALITY
PLACE YOURSELF IN THE
EVENT BEFORE YOU
ARRIVE, GET A FEEL FOR
THE ENVIRONEMNT, THE
PEOPLE, THE CONTENT.
EXHIBITORS CAN SELL
EXPERIENCES FROM TRADE
SHOW FLOOR
VR THE EXPERIENCE
INTERACTIVE ADS
@milestonecreatv #milestonecreative
AI ADS
BRING 2D ADS OR COLLATERAL
TO LIFE
THANK YOU
www.milestonecreative.com.au
@milestonecreatv
#milestonecreative