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What Are People Saying About You - BRANDED

+ Posted by Peter Bowden

I just returned from our national convention & visitors bureau conference and it seemed like most of the sessions I attended were about branding; that's if the presenters weren't talking about millennials; sometimes it was both.

What is a brand? It's not the logo or mark. It's not a slogan. And often times people get confused about this. According to the greatest marketer of all times, David Ogilvy, a brand is, “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.”

But another definition that we really like is the one that Jeff Bezos, the founder of Amazon, introduced, “Your brand is what people say about you when you’re not in the room." 

So why is Brand Awareness important

A study done by Wayne D. Hoyer and Steven P. Brown called the Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product provided some interesting findings:

  • Brand awareness exerts an influence on choice and brand sampling. In particular it has shown that (1) brand awareness is a prevalent choice tactic among inexperienced consumers facing a new decision task, (2) subjects who are aware of one brand in a choice set tend to sample fewer brands across a series of product trials and (3) subjects who are aware of one brand in a choice set tend to choose the known brand even when it is lower in quality than other brands they had the opportunity to sample.

The study also suggests we, [as destination marketing organization] want the visitor base to come back. Along with the goal to never lose them to your competitors. When your visitor is aware of your brand/destination they will choose you before your competitors. They will be aware of your brand and its values.

Making your brand known is an important to the destination marketing strategy to creating a loyal customer base.

How to creatively increase brand awareness through digital marketing

The Power of Storytelling - for decades storytelling has been known as one of the best and powerful forms of communication. Think of what kind of story you could relate to your brand/destination – something genuine, heart-felt and transparent.

  • People will connect with a person better than with a logo.
  • People always prefer real smiles, eyes, faces
  • Use reciprocity to its fullest. This is a social construct that means responding to a positive action with another positive action and rewarding kind actions.

SOURCE: Speedway Interactive, James Richman CEO and Co-founder at 1stWebDesigner  

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The Author

Peter F. Bowden, TMP

President & CEO, Columbus Convention & Visitors Bureau

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