Blog

By Jaci Grachen

(Photo from Unsplash)

In a day and age where it is possible to fly across the country or even the world, in less than a day, people have the opportunity to travel whenever and wherever they want. With social media and other digital outlets on the rise, it is common to see what we call “influencers”, and regular social media users, posting pictures and compilations of videos about their trips. This typically leads to a feeling of wanderlust when one views the idealized images and videos. The reasons for tourism range, but in recent years we have seen the destinations suffer from over-tourism. So how could branding, which is commonly associated with brands and products, help a destination handle over-tourism?

Branding Encourages Visitation

Destination Marketing Organizations (DMOs) play a direct role in the tourism of destinations around the world. They tend to focus all their energy on creating a logo and slogan for a destination (Séraphin, 2019). Logos can include special elements that emphasize popular spots at the destination or important historical places. This can be conveyed through colors, illustrations, or even slogans. However, how can a logo help with controlling over-tourism? The answer is that it most likely cannot. Logos are meant to be a snapshot that entices people, so DMOs should not place all their time into creating a logo with hopes of controlling over-tourism.

What should DMOs do about over-tourism?

­            In order to brand a destination in a sustainable way, DMOs need to focus on beliefs related to the destination (Séraphin, 2019). With this approach, they will aim to attract mainly visitors that share those same beliefs in hopes to decrease the number of people. For example, regions in the Middle East could brand certain areas based on their connection to the Abrahamic religions. Jerusalem which is known as the Holy City in these religions could be branded as the destination where people believe Jesus’ tomb was found. Another destination in this area, the Sea of Galilee, is known to be the place where Jesus walked on water. Both are examples of tourist destinations that could be branded in a way so that only a certain type of tourist is strongly drawn to the area and visits.

            Another avenue to take is branding a destination to attract tourists that share similar values as locals. These values could be things such as environmental awareness, outdoor activities, fashion, and much more. For example, Milan is a world capital of fashion and design, so a DMO could focus on this single aspect of the city to attract mainly fashion-minded people. Although Milan has other qualities like great restaurants, if the DMO could brand Milan only for the fashion aspects then this could cut out the number of “foodies” that visit the city, and in turn, decrease tourism numbers.

The Philosophy Behind the Branding

With all this talk about decreasing tourism, there are many questions that could arise. Are DMOs trying to manipulate people into not experiencing the world? How will a decrease in tourism affect a destination’s economy? Can DMOs choose a certain target group of people to market to over another group? All these questions relate back to the philosophy that is behind the DMO’s actions. In order to morally brand like described above, there must be a valid “why” behind it all. Why is it that Milan is marketing to fashion lovers over food lovers? It’s because Milan is a global fashion capital, not food capital, so the DMO can be confident that there are other destinations that are a better fit for foodies.

In addition, DMOs need to be thinking about how their branding choices could affect the locals and their livelihood (Séraphin, 2019). If a sudden change to tourism happens, then locals could suffer hugely from loss of money. However, if the new branding is implemented strategically and gradually then locals could be shielded from sudden losses with a drop in tourism. Also, the locals’ values need to be considered while planning branding. Are there values being represented accurately or are they being branded as what is most attractive? Since tourists are visitors at the end of the day, the DMOs need to respect what the locals want before planning. If the branding plan leads to an unsustainable, high or low, flow of tourists, then things need to change. Most importantly, the branding plan needs to be modeled for change. Local values can change as the world changes. Just imagine how the global pandemic of COVID-19 has shaped the value and beliefs of communities.

Citation:

Séraphin, H., Zaman, M., Olver, S., Bourliataux-Lajoinie, S., & Dosquet, F. (2019). Destination Branding and overtourism. Journal of Hospitality and Tourism Management, 38, 1–4. https://doi.org/10.1016/j.jhtm.2018.11.003

Image Citation:

Myznik, E. (2020). A stroll through the Galleria Vittorio Emanuele Ii in Milan. UnSplash. Retrieved February 6, 2022, from https://unsplash.com/photos/ZbduA_dhzpI.

Written by Sydney Jones

(Photo credit: Clique Images)

When we create a campaign, specifically in Integrated Marketing Communications, we aim for something that is going to help us connect with contacts to have some sort of the desired effect. Whether it is a greater reach, engagement, or brand loyalty, we are trying to reach some sort of goal. So, how do we achieve this goal of creating an effective campaign? The answer may be creating more interactive campaigns.

What is IMC?           

The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time” (Davenport). Essentially, IMC enables us to not only reach our desired audience but create a connection with them. Why is this important? Consider your relationship with your boss. Having a good relationship with an employer compels us to want to stick with the job. The same could be said for brands. The more we connect with consumers and provide messages that are relevant to them, the more likely they are to remain loyal to our brand.

Touchpoints: The Bridge Between the Brand and the Consumer

            Since IMC is so focused on connection, it is important to consider touchpoints. According to George and Michael Belch, authors of Advertising and Promotion: An Integrated Marketing Communications Perspective, “touchpoints are unique interactions that a consumer has with a brand and represent connection opportunities between the brand and the consumer” (as cited by Zwerin et al., 2019).  For example, a consumer visiting a social media site would be a touchpoint because there is an opportunity created for the consumer to create a connection to the brand. Touchpoints are essential to campaigns, as they are the catalyst for consumer-brand relationships.

(photo credit: Toa Heftiba)

How Do I Know My Campaign Is Effective?

Now that we know what touchpoints are and why they are important, we need to know how they make a campaign effective. A study conducted by Amanda Zerwin, Theresa B. Clarke, and Irvine Clark III examined different techniques used in Effie’s award-winning campaigns. The Effie Awards are the only competition that currently rewards effectiveness, referred to as “results” within the judging criteria, separate from commonly measured creativity dimensions within other prominent advertising awards (Zwerin et al., 2019). The study found increasing use of digital marketing in award-winning campaigns. From the emerging categories, the ones that appeared most frequently were social networking and mobile/tablet. Search engine marketing and branded content were other emerging categories used frequently in award-winning campaigns and should be considered for future campaigns.

There are many opportunities for interaction that come with digital marketing. Brands can use surveys, polls, or pop-ups to increase clicks and follow-through on the consumer side. Basically, the more opportunity for interaction, the more opportunity for connection. Interacting with the consumer gives brands a chance to capture information about what is relevant to them, and tailor their experience with your brand to fit that relevance. For example, if you are going to a new stylist to get your hair colored, you don’t simply sit down and let them go. You talk to them, establish what you like and what you want, and they use that information to tailor the experience to your desires. If the hair turns out the way you wanted, you continue to go back to that stylist. We are more compelled to stay loyal to things that are relevant to us, and this is important to consider when creating a campaign.

How Many Touchpoints Should I Use?

So, how many touchpoints make an effective campaign? You want to make sure to provide enough opportunities for the consumer to interact, without being overbearing (too many clicks to get from point to point can become annoying). According to the study by Zerwin, Clarke, and Clark, advertisers should consider using between four to nine touchpoints, as this number was shown consistently in Effie award-winning campaigns (2019). This amount allows for plenty of interaction opportunities without becoming too costly. However, their research showed that assuming an upward trend in touchpoint usage continues, advertisers may want to lean toward eight to nine touchpoints on average to remain competitive in the future (Zwerin et al., 2019).

            Overall, interaction and touchpoints are crucial to a campaign’s success. They emphasize IMC’s goal of combining marketing and communication efforts. Today, connection and emotion are much more prominent. It is important to establish communication with consumers along with marketing efforts. You don’t just want to shove your brand in their face, you want to find out why they would benefit from your brand. Establishing a connection also helps to give your brand a personality and tell its story, which are crucial points in any form of advertising or marketing. All-in-all, you want to make sure that you and your consumers have a voice.

References

Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (Vol. 11). New York, NY: McGraw-Hill.

Davenport, D. (n.d.). What is Integrated Marketing Communication (IMC)? Purdue University Online. Retrieved February 4, 2022, from https://online.purdue.edu/blog/communication/what-is-integrated-marketing-communication-imc

Zwerin, A., Clarke, T. B., & Clarke, I. (2019). Traditional and emerging integrated marketing communication touchpoints used in Effie Award-winning promotional campaigns. Journal of Promotion Management, 26(2), 163–185. https://doi.org/10.1080/10496491.2019.1699626

By Jacob Guiler

Managing Crisis Communication Via Social Media

“Every organization will at one time or another face a crisis or transformation, and therefore needs to be prepared to communicate… (Špoljarić, 2021).” How you communicate during a crisis could make or break your brand’s image. The communication between a brand and its public(s) during and after a negative occurrence is known as crisis communication. Social media is the perfect tool for a brand to communicate during and after a crisis.

Social media creates a direct channel for the brand to consumer

It also creates a channel for consumer-to-consumer communication about the brand. As IMC students, it is important to be aware of how connected an organization is to its consumers. This will allow us to supply a consistent brand image for our organization across all platforms and social media channels. It also supplies the means to address a crisis quickly and reach a vast number of consumers.

Taking advantage of this one-way and two-way communication between the brand and customer is crucial to reduce the damage prior, during, and after a crisis. After any negative occurrence, you can check social media to see what people are saying about your brand in response to the crisis. You can use social media to quickly address any discrepancies or false rumors that may have surfaced because of the negative occurrence. This is an excellent way to engage with your brand’s audience while supporting your brand’s image.

Crisis offers an opportunity to develop and improve

This is true for the organizations we will join in the future and for life as a student. Unforeseen events will creep up that make life as a student hard such as financial problems, employment issues, or the pandemic. We must not let crisis break us but, instead use it to make us.

Brands can use a crisis to position themselves to be valued and distinct in their audiences’ minds. If you respond to a crisis with prompt and honest communication the public will remember your brand as one that is not fazed by hardships and as a brand that will be around for a while. If you respond to a crisis incorrectly it could mean the end of your brand. An incorrect response would be waiting too long to address the crisis, using the wrong social media, or saying the wrong things.

Prompt and honest communication increases customer’s trust in an organization and its actions

Getting ahead of a crisis and addressing quickly can save a brand’s reputation. You want to be the first to address the crisis, as waiting too long could result in the creation of another narrative that doesn’t support your brand’s image. Letting someone who doesn’t know the brand’s image, position, or other knowledge of the brand will likely harm your brand’s reputation. You want to build trust in your brand through constant communication. If your audience is used to quick responses, they will expect you to communicate as soon as a crisis occurs.

Addressing an issue quickly and honestly will allow your audience to get a better understanding of what the brand is going through and react accordingly. If you wait until after you have already performed poorly, you are leaving it up to your audience’s speculation and eliminating the chance to tell your side of the story. As IMC students this is true for any crisis we may face as well. If something happens in your life that will affect your performance, let your instructor know.  If not, your professor may assume that you’re lazy, uninterested, or that you don’t care about the class. If you are struggling in a class, in your personal life, or even at work it is best to let your teacher know at once.

What does this mean for the practice of IMC?

Crisis communication is a great resource for any IMC practitioner and the practice of IMC itself. It answers questions such as: What kind of communication is expected during a crisis? What’s the best form of communication during a crisis?

 Maintaining constant communication is a great way to get an audience to trust your brand. You must continue this communication in the time of a crisis to keep that trust. This means that you must take crisis communication seriously to support your brand’s image. Respond quickly and honestly so your audience understands the crisis and stands by you. This will gain more trust in the brand as your audience knows you will maintain your brand’s values even when faced with adversity. Don’t let a crisis break your brand, use it to make your brand.

References

Špoljarić, A. (2021). Managing crisis communication via Social Media. Naše Gospodarstvo/Our Economy, 67(1), 23–32. https://doi.org/10.2478/ngoe-2021-0003