Destination Differentiation
Posted July 19th, 2009 / By Mark Shipley in Brand Builders, Branding, External, Movers + Shakers, Resources, Strategy
There are too many places to go out there
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? What separates the wheat from the chaff is a strong and clearly articulated brand position.
Now, we all know that the words “brand” and “branding” have been completely overused in these times of measurement and metrics. But before your eyes glaze over during yet another mindless effusion of brand cheerleading, let us 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.
It’s easy to overlook the power of positioning, especially when dealing with competitive pressures, market forces or deadlines. Direct mail campaigns must drop, social media channels must be engaged, website SEO and SEM campaigns must be managed, online and offline advertising campaigns must run – 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 discovering that when you cover up your brand name or logo, it could be mistaken for the marketing of almost anyplace.
A unique, ownable position gives a destination gravitas
A clearly articulated and relevant brand positioning 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. 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. From the tone of your Facebook page and Twitter voice 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.
NEXT TIME: Creating Differentiation for a Competitive Advantage
Mark Shipley is President and founder of Wanderlust, a travel and destination marketing firm that specializes in communications strategies, Internet marketing, branding and management consulting for the tourism industry.
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What an important article. If you want to close the sale, whether you are selling a destination or toothpaste, you need clearly to articulate your selling points. Show what makes you different. Tell me in one line what you do! Great article!
Clarity and brevity are the brand marketer’s best friends.