As part of the new format for this year’s MATTER, we’ve introduced LEARN: forty-minute talks from individuals within the PURE ecosystem, containing insights that look at the experiential industry from a different perspective. If you couldn’t make it to every talk you wanted, never fear: we asked a few of our speakers to tell us the top five insights they want people to take away from their talk.
Here Gilad Goren, President of Raleigh&Drake, gives us the low-down on his talk USER POWER: HOW TO MAKE USER-GENERATED CONTENT WORK FOR YOU.
- Influencer marketing is real & here to stay: Travellers trust the recommendations of those they know over anyone else, and user-generated content over any other form of advertisement. Yearly spend on influencer marketing is growing across all sectors. This approach is malleable and effective – and as new tracking tools arise, the campaigns can be measurable as well.
- One size does not fit all: Influencers are not agencies, nor should they be treated as such. So first, find the influencers that fit your brand and make sure they would make for genuine ambassadors. Once the fit is there, let them dictate how they will achieve the goals you set.
- Arrive with concrete goals and you will leave concrete achievements: While influencer-marketing is far from the established path to customer acquisition, it should abide by the same metrics. Before getting into the thick of it all, establish reasonable and measurable goals for the campaign and ensure there is a clear understanding of those goals on the part of your influencer advocates. That said, you are entering waters that are often uncharted, so remain nimble and with back-up strategies in your quiver.
- Find and harness your alliances where possible: Tourism boards, airlines, apparel brands, tech companies… get creative and connect with as many potential clients in order to help shoulder some of the costs accrued during your influencer-marketing campaigns. Influencer-marketing is ideal for cross-promotional endeavours.
- Tourism = magic: Don’t forget why you entered this business in the first place. Travel will always remain the ‘magic word’. Use this to your advantage, whether in negotiating with your partners, in maximising the potential of each post activation, or in building out your guest experience.
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