We believe that the key to better business lies in taking the time to really get to know your choosen market and preferred customers, and understand what makes them tick.
Making sure your business stands out from competitors is critical when trying to reach your business goals. It doesnt matter if it’s a small business or an entire destination. The value of your brand is reflected by associations and therefore, it is crucial to have a strong brand promise. A promise that makes all your decisions easier to make, and creates loyalty to your brand from your clients, as well as your partners.
As an executive brand strategist and concept developer for the travel industry, Stefan Pettersson has offered his knowledge and skills to several entrepreneurs. Stefan also works as a supervisor for independent, small and middle sized business owners, he has taught entrepreneurs strategic marketing, market communication, sales and concept development. Having worked as a marketing director for the city of Uppsala, Stefan was in charge of the city’s brand communication, marketing strategies and project management.
“Stefan and Daniela made an analysis of our social media promotion which they presented to us in an easy to understand, structured, and humorous way. We have implemented their advice and can already see the benefits with a more attractive, clearer product that target the right groups of people. We are very happy to collaborate with Gameng”
Georgios Markou, M. Panormiti S/Y, Greece
Prior to that, he was responsible for the development of the Stockholm Visitors Center, with the mission to serve around 6,500 visitors per day.
Stefan has gathered a lot of experience working for several destinations, but also supporting entrepreneurs and tourism businesses in developing exciting tourism products, and aligning those with the overall destination experience. He is also a popular keynote speaker, and an engaging moderator and project manager, when it comes to creative workshops and projects.
Before you get started with any marketing and sales activity, it is important to go on a journey of discovery about your ‘hero’ customer. Be relentless about finding and understanding your target audience and focus on your hero customer. Create a strong brand promise, and as a reflection of that, work on creating professional products and services, that can help attract more customers and visitors.
As a concept developer, project manager and production manager, she has used her knowledge and skills in both destinations and hotels, as well as experience-based visits. Knowledge of marketing through social media, and the importance of events for marketing destinations has brought her to the travel blog world, and in the Nordic Lifestyle & Travel Event project, she has demonstrated her ability to develop engaging concepts and find strong business benefit within the chosen area.
Daniela is the founder of the social experiment Mytoman blog, who has received attention for his clear self-deception with the Storytelling motto: The story is more important than the experience and experiences can equally be found in Sweden, as well as abroad. Daniela is a cosmopolitan adventurer with a genuine interest in different peoples, cultures and lifestyles, keeping in touch and managing projects and events with a clear purpose towards set goals.
With this destination product and experience audit, your organisation will understand the relationship between your existing products, experiences and the value these bring to visitors.
Prior to the audit, we will ask you to identify your top must-see attractions/ places and things to do within your destination. This will help to narrow the analysis to the most important products and experiences, giving you some concrete recommendations on how to deliver a strong, engaging brand
promise that is in line with your overall destination and place branding strategy.
Having this information will also be useful for businesses in your destination, guiding them on what experiences you want to deliver as part of the overall destination visitor experience. The brand promise as such will also guide any future decisions regarding new products and services and will help you in the process of delivering a visitor experience that lives up to visitor expectations.
An example of an excisting service provided through the network ”Digital Tourism Think tank”:
Phase 1: Product & Experience Audit
The audit helps DMO’ s connect their strategy to the most important attractions, positioning them to form part of their brand. it evaluates how the core values transcend the intended audiences, and the building blocks necessary to achieve this.
The analysis focuses on existing destination products, the visitor experience, and the overall positioning and brand strategy of the destination.
Phase 2: Remote Experience Workshop
A remote workshop is held to support co-creation and collaboration between the DMO and key partners. A series of custom-built templates encourage participants to explore the brand promise from four perspectives; values resonating with loyal visitors, the existing offer, what success looks like, and how the personality of the brand transcends.
Phase 3: Concept, Product & Service Ideation
This ideation session happens remotely, and helps to identify a
portfolio of products and services for the destination which stand out. The session also helps to encourage team members and partners to set a product development roadmap, in line with the destination’s brand promise as well as a set of communication recommendations to support it.
Workshop until you drop
When creating a strong brand, it takes a lot of time just getting the internal and external stakeholders to understand the purpose, and what they have to gain from it. The best way to achieve this, is to involve them in the working process as part of the development, on a deeper level. That will be achived through a workshop.
We work with different methods and techniques depending on the result that we are aiming for.
The following examples work for both small and larger groups, and are quite fun, as well as being quite efficient:
1. To make a brand promise that holds over time, and is engaging and well-founded amongst the participants involved.
2. Idea factory- how to release the creativity around an existing or a new concept. Creates ideas for new services or products or modifies an existing portfolio to better reach the chosen target groups, which in turn, that stays true to the brand and concept.
Case: Zaragoza – Spain
Project: Concept development for the Spanish destination Zaragoza and its tourism businesses.
Purpose: To get a better understanding of the needs and values that drive international visitors, when they visit the destination.
Goal: To reach and inspire international visitors in a better and more competitive way, while at the same time, maintaining a sustainable balance with the local inhabitants, as well as the visitors and businesses.
Question: Do the products / services match the position, market and target audience?
Content: We investigate the total experience at the destination to look for gaps between the position Zaragoza wants, and the actual position they have.
- Gap audit of products / services.
- Segmentation of prioritised target groups.
- Bullet list of product / service adjustments to better reach target segments.
- Deeper knowledge of segments.
- Message formulation.
- Communication plan and market mix.
Case: Uppsala – Sweden
Project: Place brand development for The Destination of Uppsala and it’s tourism businesses.
Purpose: Unite the destination around a strong place brand, that satisfies of the needs of the following groups:
Inhabitants – those who live and breath within the city. Visitors that experience the city for a shorter period. Businesses that thrive within the city.
Goal: To have a strong place brand that helps the city in all aspects, and in a sustainable way.
Question: Which core values are the agreed upon, and what are the city’s brand promise?
Content: We gather the city around a strong brand promise, and create an understanding of the messages that the city needs to communicate, to maintain the position that the destination wants.
- Identifying a vision for the city through interviews, research and the audit it requires.
- Identifying the core values that the city wants to maintain.
- Identifying the actual position that the city occupies: identity, image, through a survey and a workshop with all stakeholders.
- Creating a well-founded position that the city wants to have.
- Creating a brand promise to support everyone in both small an large decisions.
- Bullet list of projects / adjustments to better reach the choosen position.
- Segmentation of prioritised target markets and groups.
- Deeper knowledge of segments.
- Message Formulation and packaging.
- Communication plan and market mix.
Engagement and surprise are the key to good and inspiring lectures. What is the message, the purpose, and who are the recipients? There are questions answered for each presentation and then mixed with own experiences, theory and surprising movie examples, to create an exciting and engaging show. Laughter, discussions and sudden Aha-experiences are more regular than exceptions.
Examples of presentations:
How companies and destinations create sustainable branding concepts, and break them… (by mistake). Is Pepsi or Coke the best, and what do Lady Gaga and Iron Maiden do, to keep their fans?
- To market a spot brand in hard competition.
- What do we know about human behavior and values in the choice of destination, service or product?
- Unlike a company, the city’s brand is owned by all. How do we get all stakeholders to own a common picture of the site’s identity and agree on a position?
- How does a place maintain its attractiveness? The city must sing the same tune.
- Brand building and marketing.
- “The brand is much more than a logo – which parts build the city / municipality’s attractiveness?
- The city’s identity – what is the image that the citizens, business, politics and municipality’s have of the city and what do our visitors see?
- What do we say to get our message out?
- Target familiarity.
- Message formulation.
- How to package our message, communicate it, and measure the result.
- Channel selection.
- The Digital Possibility- Possibilities with Shareabilities.