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The Contents Marketing Strategies of the Convention Bureau 1. The Past and the Present of the Contents Marketing

The strong point of the contents marketing lies in the fact that more stories can be contained than the simple paper advertisements or the distribution of the PR articles. In addition, the trend of the contents marketing has been such that the contents marketing has been explosively increasing with the appearance of the new platforms, including the YouTube, Facebook, Twitter, Instagram, etc., with which the contents, including the recent images and videos, the high-resolutions photographs, etc., can be easily shared by everybody.

Despite such a flow of the world, relatively, the MICE industry has not been able to utilize the contents marketing strategies, yet. Instead of objectively presenting the MICE infrastructure, the potentials, and the tourism and cultural resources of the city through a report that is longer than 100 pages, the content that possesses a powerful story once can have bigger forces. The Marketing Challenges International, a company specializing in the city marketing of the United States, included the solution related to this in a article called “The Business of Storytelling.” In this serials of article, the solutions of the contents marketing through the storytelling as presented by this report ave been looked at. First article is about ‘The past and the present of contents marketing.’.
Contents

1. The past and the present of contents marketing.
2. The case of Tourism Montreal.
3. The key 1 of the contents marketing strategies: The development of the contents
4. The key 2 of the contents marketing strategies: The contents distribution

1. The Past and the Present of the Contents Marketing

The world’s first in-flight magazine, the beginning of the contents marketing.

The travel industry is one of the fields which first introduced the techniques of utilizing the contents in marketing. The Pan Am airline, which had been proud of the highest stock prices at the time of the 1970’s, has been mentioned as the beginning of the contents marketing. The Pan Am airline, which had been famous with the advanced and innovative in-flight services, too, published the useful and fun articles about the travel destinations in Clipper, the world’s first in-flight magazine. The articles related to the arrival cities, which were read by the passengers on board, became a kind of a city marketing tool. And it was a very smart marketing strategy which could have the positive influences from the creation of the demand regarding the airline services until the effect of the improvement of the image. Eventually, the Clipper magazine settled down as a marketing means that was more effective with regard to attracting the customers than the corporate advertisements executed by Pan Am.

The contents marketing of the 21st century, the utilization of the diverse platforms.

Not differently from decades ago, when the Pan Am airline had published the Clipper magazine, even now, the objectives of the contents marketing are to establish the trust by the customers, to form a community, and to enhance the degree of the loyalty to the brand. Except, if there is a thing that has become different at the present time point of 2014, of the digital era, it is that the platforms with which the contents are delivered have become diverse. Thanks to the appearance of the diverse platforms, including the social media, we have become able to deliver specific contents to even more people quicker than before. In addition, as most of the platforms that have newly appeared do not have any costs, in comparison with the traditional channels, such as the TV, the newspaper, and the radio, there is the effect of drastically reducing the marketing budgets. As a result, many city marketing organizations (Destination Marketing Organization, DMO) have been actively utilizing such strong points of the new media. As a representative example, the New Orleans Tourism, a city marketing organization of New Orleans, has been moving 50% of the marketing budget to the online channels, and it has been aggressively utilizing the viral contents sites like the BuzzFeed (an American Internet news media company). Also, the Brand USA, a city marketing organization of the United States, has been operating a separate micro site called the “Great American Food Stories”, which introduces the foods, the events, the famous chefs, etc. by the region of the United States.

Strategy Plus_컨벤션뷰로의 콘텐츠 마케팅 전략_1_콘텐츠마케팅의 과거와 현재_vol 20

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