Newsletter suggests positioning can be the difference
It's a big world, with literally tens of thousands of tourism destinations from which to choose. Cities, museums, attractions and resorts, all fighting to get the consumer's attention. How can any one destination rise above the din of this crowded category? According to the Wanderlust Report, an online newsletter for destination marketers, what separates the wheat from the chaff is a strong and clearly articulated brand position.
Mark Shipley, President and Chief Strategist of Wanderlust, an agency specializing in tourism branding and marketing, explains. 'We all know the word 'brand' has been completely overused in these times of measurement and metrics. But let's cut straight to why those two words are still important to travel marketers: Without a position, it is almost impossible to achieve a meaningful and sustainable point of differentiation."
Shipley believes it's easy for marketers of destinations, resorts and attractions to overlook the power of positioning, especially when dealing with competitive pressures, market forces or deadlines. He says, 'Direct mail campaigns must drop, social media channels must be maintained, banner ads and deal-driven links need to get out there - or else. The slightest diversion from the plan could have an immediate impact on revenue.' Unfortunately, when these tactical efforts don't follow a carefully crafted brand position, the destination can end up either looking schizophrenic to the customer, or worse: indistinguishable from its competitors. 'There's nothing more disappointing than launching new communications and discovering that when you cover up the logos it could be marketing almost anyplace,' Shipley adds.
'A unique, ownable position gives a destination gravitas. It has pull. It makes people want to get up off the couch, pack their bags, and go. With their friends, family, even solo. Whether it's across town, the country, or the ocean, a destination has to make people lust after it,' Shipley asserts. This requires an inspirational promise that holds true to the experience (and value) it can reliably deliver.
Creating this higher level of differentiation means taking the time to learn the truth behind what makes the destination unique. More importantly, it means uncovering what it has to offer that is relevant and compelling to the travelers you want as repeat, high value customers. All great positions are rooted in a nugget of truth, or a kernel of insight that helps you stake out an ownable space in the mind of the consumer that is unique, and that no other brand can co-opt, or invade.
Once that truth has been uncovered and clearly articulated, every decision that has to be made gets a lot easier. Shipley adds, 'From the tone of your Facebook and Twitter postings to developing web content, from creating promotional packages to planning staff uniforms, your defining brand position helps you refine and focus your marketing to reflect the singular experience your brand can deliver. And when your message is clear to you, it's clear to the consumer,' he concludes.
Read more of 'Brand Positioning For Tourism Marketing' in the Wanderlust Report, volume 1, issue number 4.
About Wanderlust
Wanderlust provides marketing, branding and management consulting to destinations, resorts and tourism attractions. We are experts at uncovering what drives people to choose where they go and building integrated marketing programs to attract them - using the internet, social networks, direct marketing and mass media.
