Cast the spell to attract business!

We see more and more blogs and digital news coming up on the websites of destinations, venues and suppliers for the meetings industry and for leisure. That is great and a good development. The big question is – does what is written there really reach out to the target groups and the planners in the meetings industry? Do the stories help to market the destination better by casting that magic spell that can initiate business?

I think that most efforts really still are in their very infancies. basically it is the same information as ever, just now published in a blog instead of the former static pdf formate on the website. Information presented is factual rather than story-driven, it is not networked, there is no curation and re-distribution of interesting information around the destination or topic.No use of other sources with great content.

Destination Content Marketing

Destination Content Marketing

Also, what does it help if a destination involves travel bloggers to create a MICE campaign? What does a travel blogger understand about the needs of a meeting planner? Nothing I guess…. the only relevant content producers in such a campaign can be experts or the meeting planners themselves…

It takes quite some trial (and error) to create concepts which can bring planners and organisers into a destination and ensure they have both interesting things to tell as well as the right pre-conditions and help to do so in social channels.

When organisers or meeting planners report and post about their own experiences this is very interesting to their colleagues in the industry. By sharing news in the whole network of the planners’ own communities and the destination’s channels, information really spreads out well. Blog posts about such programs rank number 1 in open rates in our weekly newsletters and in the newsroom!

Ask us for more – we will be happy to design a great campaign for you! In the meeting space, for tour operators presenting their different products, for destinations creating communication networks and online pr approach.

 

Contact at tmf dialogue marketing:
Johanna Fischer
Managing Director
Raiffeisenstraße 8
97209 Veitshöchheim
+49 (0)931 9002 115
j.fischer@tmf-dialogue.com

Content Marketing Meeting Industry

Ohne interessanten Content kann man nicht bloggen, keine Newsrooms betreiben, Social Media Kanäle füttern oder spannende Newsletter gestalten – zu diesem Thema gibt es unzählige Informationen im Netz (ein paar interessante Links habe ich am Ende dieses Artikels beigefügt), es fehlt aber oft an praktischen Beispielen für die Anwendung und Umsetzung.

Destination Content Marketing

Destination Content Marketing, © tmf dialogue marketing

Da wir unsere Kompetenz in erster Linie im Vermarkten von destinationsbezogenen Angeboten sehen (hier im Bezug auf die MICE Branche: Convention Bureaus, Tourist Offices, Congress Venues, DMC’s, Hotels etc.), haben sich die folgenden drei Bereiche aus unserer Arbeit herauskristallisiert, die für professionelles Content Marketing nötig sind.

1) die fachliche Kompetenz (in diesem Fall Verständnis der Strukturen und Zusammenhänge in Destinationen und bei Eventplanern und das Wissen um die aktuellen Bedürfnisse der Zielgruppe), um überhaupt relevante Informationen generieren zu können

2) die richtigen Kontakte in den verschiedenen Kanälen (nämlich zu den Organisatoren von Events) – sonst schießt das Ganze ins Blaue; der wertvolle Content soll ja auch von den richtigen Personen gefunden werden. Das gute alte Datenbank Management ist immer noch der Kern des Erfolgs sowie Systematik und Geduld beim Aufbau der Kontakte in den Social Networks und Social Media.

3) die digitale Kompetenz, um Vernetzungen und Schnittstellen zu schaffen (wo sind die Infos = richtig zu sourcen, welche Infos sind wirklich relevant und interessant = zu kuratieren, wie bekomme ich die mit dem geringstmöglichen Aufwand in die verschiedenen Kanäle und wie organisiere ich das doch recht komplexe Handling am besten usw.)

Wenn diese Schlüsselkenntnisse aufeinander treffen, können sowohl Eventplaner also auch Anbieter erstaunliche Kommunikationsnetze und Reichweiten schaffen. Es geht hier nicht darum, irgendwie ein paar einzelne Kanäle zu betreiben (wo es bereits viel Nachholbedarf gibt….), sondern ein Netzwerk zu schaffen, mit dem man die Leser dort abholt, wo sie sich ihre Informationen am liebsten beschaffen und dieses Kommunikationsnetz mit richtig guten Informationen und relevanten Stories zu füllen und im Idealfall die Leser zu regelmäßigen Besuchern zu machen.

Verbände, Agenturen und Firmen könnten z.B. tolle News aus den Zielgebieten ihrer Programme nützen, um in einem Blog rund um eine Veranstaltung zu berichten (Ausgehen, Bilder, Tipps, relevante Einrichtungen zum Thema usw.), dadurch Teilnehmer zu inspirieren und zu gewinnen (was ja durchaus ein aktuelles Thema ist) und Zusatznutzen für die Teilnehmer zu schaffen. Dafür benötigt werden jedoch diese tollen News in verschiedenen Kanälen von seiten der Destination – als zusätzlichen Service, um Veranstaltungen anzuziehen und den Organisatoren zusätzlichen Anreiz zu schaffen.

Da es ja für alles Schnittstellen und gute Ideen gibt, kann man z.B. diese Infos mit Meeting Apps, Fernsehkanälen, Screens usw. kombinieren und ergänzen. Warum nicht einen kleinen Newsroom rund um die Veranstaltung, der alle Kanäle an einem Ort präsentiert? Leicht zu finden, mit Archiv, modern und dynamisch!

Hier noch ein paar gute und einfache Denkanstösse für die Anwendung von Content Marketing im Allgemeinen: http://the-digitale.com/content-marketing-die-wichtigsten-trends-fuer-2015/id_72374312/index und http://t.co/IhPEUonKIR

Kontakt bei tmf dialogmarketing GmbH:
Johanna Fischer
Managing Director
Raiffeisenstraße 8
97209 Veitshöchheim
Telefon: 0049 (0)931 9002 115
Email: j.fischer@tmf-dialogue.com

Johanna Fischer speaks at CONVENE 2015

The CONVENE will take place from 11 to 12 February 2015 in Vilnius, Lithuania. This year, Johanna Fischer, Managing Director of tmf dialogue marketing, is invited as a speaker. Soon, we will give you further information about her speech.

CONVENE in Vilnius, Lithuania

CONVENE in Vilnius, Lithuania

The CONVENE is an annual business event for the meetings industry. Exhibitors from all Lithuania and the Baltic Sea region representing the Meetings industry. Launched by Vilnius Convention Bureau, the event every year offers a Hosted Buyer Programme. More than 160 qualified buyers from all over Europe participate in the event. Furthermore, around 100 exhibitors, for example convention bureaux, hotels, conference centres, special venues, DMCs, PCOs, specialist suppliers from Lithuania as well as seven other countries of the region (e.g. Latvia, Estonia, Poland, Russia Finland, Sweden, Belarus), are presenting their meeting products and services.

Here you can register for the Hosted Buyer Programme.

tmf dialogue marketing matches new content marketing services with excellent personal contacts in key markets through a sophisticated mix of live communication, media and pr work, sales support and state-of-the-art Web 2.0 social media marketing solutions for multi-channel content publishing.

Clients of the group are leading convention bureaus, tourist offices, venues, hotels and other service providers in Europe and worldwide. Well-established in the global meetings and tourism community for over 20 years, both agencies have a unique expertise in content creation and developing industry and media relations for their clients.

Contact person at tmf and piranha:
Susanne Hertenberger
Head of Content & PR
+49 (0) 931 9002 110
s.hertenberger@tmf-dialogue.com

How to make meetings more inspiring?

Walter Stugger, Managing and Creative Director at Inspiria Global Events, presents on Business Travel News his inspiring solution to solve meeting burnout: Rotation Destination. While, according to him, this particular action does require some additional planning and the will to drop the fixed destination policies at least  for once, the advantages at stake can also be of great importance. You can enhance productivity, engagement and collaboration by offering your attendees perspectives on new locations, foods and cultures, and why not, save some money in the process.

Source and more information: Business Travel News

 

 

 

Practical solutions for destination content marketing!

To manage loads of unfiltered information  goes  beyond most existing capacities in budget and staff in Convention Bureaus, Tourist Boards and agencies serving them.

tmf is able to serve our customers with newly developed content services, achieving a distribution system that is unique in the industry and creates effective workflows and huge synergies.

As a result of the enourmous increase in media, channels and devices, the requirements of your  audience change as well. Relevance and speed are crucial! You can now integrate information created by  partners in your destination (hotels, venues, DMCs, bloggers, online media etc.) to produce relevant content for your audiences and distribute same content in multiple channels in one go.

See our sample newsroom for better understanding

Similar newsrooms can  be created for your destination, present filtered content to your target groups and are the centre of communication through multiple channels.

These are your options to manage a rapidly changing environment:

-          To use tmf’s expertise in setting up strategic content marketing concept and destination newsrooms

-          To create your own content by using our new service for clients in the MICE and tourism industry and for agencies serving this industry

-          To co-create global content streams with experts like tmf – sharing workflows, languages and market competences

Get ready for the future of communication!

 

I do not understand enough about social media and integrated content marketing – what to do??

Catching up with modern communication concepts requires a closer look at available options. As the creation and management of complex and integrated news streams can be very intimidating  and „techi“, decision makers in destinations often feel uncomfortable and pick sub-optimal solutions. Being a supplier of dialogue marketing service for global destinations for many years, we made it our priority to explore methods for our tourism and MICE destination clients to present key information  in smart and interactive ways and in accordance with changing behaviour patterns in how people look for relevant information. Showing competence in communciation helps establish destination brands against competitors!

Blogs for key topics like MICE, culture & events, gastronomy, culture, design and many more communicate and present dynamic information to your clients and target groups. Now who shall create the content for such „broadcasting“? That seems the biggest challenge to most – new web functionalities like ours help to organise content and integrate destination partners (hotels, DMCs, venues, airports, events  etc.) in new ways.

The content then needs to go into many channels for communication: the newsroom with it’s various segments, into the hybrid part of events, into emails, RSS, social media and and and….  this can only function in an economic way through integrated communciation concepts.

Newsrooms can carry  relevant information in different markets and through different languages – a new global approach, replacing big parts of what static websites used to be…. Destination content  teams co-create content and manage the huge streams inhouse and through outsourced experts like tmf  - we can train and support your teams  and help with content for relevant target markets.

 A new world of co-creation, sharing, integrating and opening up to mulitple information channels appears and provides solutions, you could only dream of in the past.

Tour operators, travel agents, consumers, event planers and companies search their information about destinations in those channels – be part of it!

Let us explore these new opportunities together!

Norwegen ist bestens erreichbar! Fluggesellschaft Widerøe erhält Auszeichnung als beste Fluggesellschaft Europas 2012

Die norwegische Fluglinie Widerøe AS – eine Tochter der Scandinavian Airlines – wurde soeben in Dublin mit dem “Airline of the Year Award” ausgezeichnet. Die Europäische Flugorganisation ERA (European Regions Airline Association) kürt in jedem Jahr die drei besten Fluggesellschaften des Kontinents nach den Kriterien Qualität, Wirtschaftlichkeit und Leistung.

Norwegen als spannende Tagungsdestination ist hervorragend an die ganze Welt angebunden. Mehr als 50 Flughäfen und zahlreiche Direktflüge aus großen europäischen Metropolen machen das Land für internationale Besucher einfach erreichbar. Hauptknotenpunkt ist der Osloer Flughafen Gardemoen. Auch Bergen, Trondheim und Stavanger wickeln täglich internationale Flüge ab. Für reibungslose Verbindungen sorgen neben Widerøe auch die Fluggesellschaften Scandinavian Airlines und Norwegian.

Der Fluganbieter Widerøe konnte bereits in den vergangenen Jahren mehrfach vorderste Plätze in internationalen Rankings belegen. Ausschlaggebend für den Sieg in diesem Jahr waren laut ERA-Jury vor allem die „ausgezeichnete preisliche und operative Leistung“ – und das trotz schwierigster Wetter- und Geländebedingungen in dem nordeuropäischen Land. Auf Platz zwei und drei landeten eine estnische Airline und die nationale Fluggesellschaft der Färöer-Inseln.

Weitere Informationen zur Gestaltung Ihrer Reiseverbindungen finden Eventplaner auch unter:
http://www.visitnorway.com/en/Meetings/

Details zur Auszeichnung als beste Airline Europas 2012 gibt es unter:
www.wideroe.no
www.eraa.org

Ihr Norwegen-Team bei der tmf dialogmarketing GmbH
Ansprechpartner für Eventplaner:
Natascha Langhein & Linda Wohllaib
norway@tmf-dialogue.com, Telefon: 089-330567-80
Ansprechpartner für Presse:
Barbara Raff, b.raff@piranha-pr.de, Telefon: 089-330567-61
www.visitnorway.com/meetings

Destination marketing can be so creative!

Content marketing, lesson 1:  sourcing is an art!

In order to create content you need to source information. If your content is very complex, like it is in destinations, how would you do that? A destination has so much information to offer and you have different key topics or themes that you want to cover.. let us take Gastronomy as an example: there are great chefs, new restaurants, concepts, trends, drinks and wine and many more. All this attracts a lot of interest for visitors and pulls readers to your information. Readers that find your content interesting and relevant and who come and visit your information repeatedly and finally get animated to travel to your destination.

The question is: if you do not want to spend all your /your team’s time on google, how do you source and track this information and especially, how do you then process it further to make proper blog posts, press releases and other publications in social media networks and build up communities?

After  having worked with new concepts in newsrooms and content marketing, we are by now turning into specialists for sourcing – which is really like detective work at times.  Researching sources that fit in the theme, creating lists and then using several tools to collect the news flow coming from these sources. If you do not put attention, you are swamped with information in no time. It needs committment and system to observe the sources and evaluate if they are worth to be followed – some produce interesting stuff, others produce only crap, which you would not want to serve to our readers and visitors of our social media accounts and newsrooms.

An example, again from gastronomy:

You find a great blog, describing a new chef in Mexico City. This particular chef has been Michelin Star awarded and focuses on Mexican cuisine and typical old-fashioned Mexican food supplies which he shops at farmers markets outside Mexico city. Now that concept is exciting for visitors interested in exploring Mexico’s food on a hitherto unknown level of quality. By reading about this chef, you identify links to a slow food group that describes the typical Mexican vegetables and dishes. Now these go well with Tequila. There are Tequila brands which actively promote and from there you can source a barkeeper and some recipes for drinks. And on and on.

And what do you do with all of this? You have to collect it in a system, view it and build stories from that information. The stories you can gather in a newsroom on the destination, which could present the topic of gastronomy in a dynamic, interactive and sharing way. Support the topic with social media campaigns and pool all blogs, posts, links, in a gastronomy „department“ on that newsroom.

Well. You need 5 people to just do the sourcing for one topic like that in one language – not to speak of global communication in several languages.

tmf dialogue marketing has developed a genius method to provide sourcing service.  We think content and we have a lot of fantasy, which offers opportunities that destinations are not yet making use of.

Remember: destination content marketing  can be so creative!

New service: Social media planning & content marketing workshops for DMOs

We can help you to offer a new valuable service for your organisation and your destination partners in the exciting fields of social media and content marketing!

As from August 2012 tmf dialogue marketing and Crossmint BV will offer one-day Social Media Planning & Content Marketing Workshops around the world for organisations and people working in PR, marketing & sales of DMOs, CVBs, tourist offices, PCOs, DMCs.

We will train participants how to plan for success by strategically integrating social media and content marketing in their pr-, marketing- & sales- processes in order to attract, acquire, and engage a clearly defined and understood target audience to their destination.

We would very much like to organise workshops with you for your partners on location! The model is that we agree a price per participant with you and you can determine the final fee (including your won costs) and select a venue. If we can give more than one workshop we can of course reduce the costs per visit. Participants will get a free copy of one of the latest books about social media & content marketing, worksheets and slides of the presentation.

The following subjects will be presented:

  • Social Media and Content Marketing for Destinations?
  • Mapping Present Status/Social Media Level
  • Defining online PR, Marketing and Sales Goals
  • Listening to Others: Social Media Monitoring
  • Determine ‘Tone of Voice’/Online Value Proposition
  • Setting up the Social Media Tactical Plan
  • Creating a Content Strategy & Plan
  • Focusing on the Right Content for the Right Marketing Channels
  • The Tools of Content Marketing
  • Embedding the Plan in the Organisation
  • Measuring return-on-investment and Adjusting

Workshop moderators 

Nicolaas Pereboom
Managing director of Crossmint BV, development of Destination Information & Content Marketing Web Platforms and social media services for DMOs, MICE, tourism and hospitality.

 

Johanna Fischer
Managing director of tmf dialogue marketing with many years of experience in the global outbound meetings and incentive markets. Speaker on MICE- and tourism-related PR content- and dialogue marketing topics and new ways of managing destination focussed news and content.

Please contact me for further information:

e-mail: j.fischer@tmf-dialogue.com, phone: +49-(0)89 330 567 75.

With best regards,

Johanna Fischer

Excited to see you at IMEX in Frankfurt next week! #imex12

So many things to get ready for IMEX! And never enough time…. This is one of the busiest periods of the year for us – and for many of you as well, I suppose. tmf dialogue marketing is – as a strategic partner of IMEX Frankfurt – involved in a lot of activities and projects around IMEX. We organise quite a few seminars, campfire and presentations around our work and for our clients  http://tmfimex.wordpress.com/events-of-our-clients-and-partners/ and we encourage you to join one or – even better – all of them. In particular the campfire and the mini seminar on content marketing is going to be very interesting! After all, we have launched a functionality for the provision of a series of new services based on a unique content marketing platform! This webservice has been particularly developed for pr and marketing purposes jointly with our co-operation partner Crossmint from Maastricht, The Netherlands. So this is exciting stuff and unmatched in the industry to date. Nicolaas will be present and will share in the seminars and many meetings! He is the one who knows it all about social media and their relevance to our business!

Our stand number is G 480 and a great part of our team will be present during all 3 days. I am particularly happy that Karishma Hundalani, our partner from India will come for the first time to Frankfurt, together with a group of corporate hosted buyers from India. She will hold a mini seminar about the Indian market and ad some findings at our big mmm – MICE market monitor presentation on Wednesday morning. It is early – at 8.30 – but worth it! You will learn about trends and some key factors in the German-speaking, European, Russian and Indian MICE markets. So you have some mature and some emerging markets covered! Olga Mugatina of R&C research, our partner from St. Petersburg in Russia is responsible for the Russian part and we are all happy that we can offer you neutral and industry-relevant information about the Russian meetings market. Of course you can order both reports, just send back the form and you will receive the pdf report. http://tmfmmm.wordpress.com/

After IMEX you will also find the executive summaries on the mmm website.

So, I hope to meet you – if in an appointment or on the isle or at one of the many events or the gala dinner! Happy IMEX and hopefully a lot of sun next week! 

tmf dialogue marketing matches new content marketing services with excellent personal contacts in key markets through a sophisticated mix of live communication, media and pr work, lead generation and sales support and state-of-the-art Web 2.0 social media marketing solutions for multi-channel content publishing.

See you on stand G480!