To Infinity and Beyond — Adapting Your Marketing Approach for the Road Ahead

Jason introduces us to his inspiration of Walt Disney, and how he worked with a singular goal in mind – creating the happiest place on Earth.

Jason introduces us to his inspiration of Walt Disney, and how he worked with a singular goal in mind – creating the happiest place on Earth. A goal not overly dissimilar to many modern DMOs. The economic impact of global travel is $10 trillion, which is 10% the global GDP.

Jason introduces us to his inspiration of Walt Disney, and how he worked with a singular goal in mind – creating the happiest place on Earth. A goal not overly dissimilar to many modern DMOs. The economic impact of global travel is $10 trillion, which is 10% the global GDP. With travel being such a prolific part of our economy, we should be working towards what Disney set out to do not just for the sake of customers, but for sustainability.

Of that $10 trillion, the US makes up $2.6 trillion on average. Due to the pandemic, however, that has gone through a $434 billion loss.

In order to recover from such a loss, Jason got inspiration from Simon Sinek's "The Infinite Game", in which Sinek details two approaches to games. The finite game is an experience with a clear set of rules and a definitive end – like football, whilst the infinite game is ever-changing and evolving without any distinctive factors other than the game itself. Jason likens this to the travel industry itself.

Why do we treat the infinite game of industry as if it's a finite experience though? Jason elaborates by saying that we're always looking for the next objective, the next deadline. We draw ourselves behind due to the nature of a finite approach. We can recall experiences where there has been a decline of trust or cooperation due to this mindset. This is where Jason proposes the infinite approach as the ideal mindset for DMOs to have.

"Maybe an infinite mindset is just what the travel industry needs...we've gotten out of the finite for the moment, we haven't really given all that much thought to our campaigns or our day-to-day lives, but more towards our community and how we can serve and use travel to help one another and relax."

Jason details the four phases in which Simpleview sees the stages of the pandemic for any business.

Phase 1 - Destination Maintain

- Connect and engage with the community for morale.

Phase 2 - Destination Rebound

- Marketing during the start of a new normal.

Phase 3 - Destination Growth

- Re-establish brand authority during the new normal.

Phase 4 - Destination Thrive

- Omni-channel synergy to maintain while coming out of the pandemic.

Jason describes us as being within Phase 2 right now, and as such, provides us with 5 helpful strategies and insights in what you can do right now in order to prepare for future phases of the recovery process.

1. Adopt an Agile Approach

Jason explains what it means to be agile in your workflow, focusing more on smaller scale reiterations than large budget campaigns in order to reach the same objectives.

2. Leverage 1P Data

He goes on to explain the importance of maintaining relationships with your users by optimising CRMs and email lists due to a rise in usage. Making sure your content is accessible and being reached through many avenues rather than a select few.

3. Measure What Matters

Rethinking about how we use data and aligning goals.

4. Diversify

Relying on one or two channels as your primary focus doesn't satisfy the demand in higher interactivity. We have to learn and adapt to current trends and use all kinds of SEO techniques.

5. Create a Culture of Testing

Optimise in order to achieve better outcomes, think about what you want people to do with what you do? Muddying the process by steering away from this in planning stages diverts from the original idea. Test.

Key Takeaways

1. Think with an infinite mindset. How you did things before may not be the best path going forward. Become flexible with your strategies.

2. Move to an Agile approach to more easily adapt to bumps in the road.

3. Make the most of your 1P/CRM data and email lists to better engage your audience.

4. Measure what matters – let the data guide your marketing decisions.

5. Diversify your channels to reduce risk and more easily define opportunities.

6. Continually optimise and test to improve desired outcomes.

Published on:
December 2020
About the contributor

Jason Swick

As VP of Strategy and Insights, Jason combines creativity, data and technology to develop strategic marketing programs for Simpleview clients around the world. With more than a decade in the tourism industry, Jason has a proven track record of delivering effective marketing.