I wrote this article when I was working at Destination Think! consulting dozens of tourism businesses across North America on how to improve their products (services) and promotions for “connected customers”. I have decided to republish it here for 2020 as it seems more relevant than ever. I hope you enjoy it and please contact me with any questions or for a personal ideation conversation.
Give them something to talk about
Recognizing that visitors are social and that travel-bragging is a primary motivator for travel, modern destinations and tourism experiences can maximize peer to peer promotion by employing Socialgenic™ strategies and tactics to get word of mouth marketing.
Social: That which includes a connection and an exchange between two or more people.
Genic: That which produces or causes something.
Social + Genic = Socialgenic™: That which produces or causes a connection and an exchange between two or more people.
Destinations and businesses that provide experiences and infrastructure that include social sharing at their core create a win-win scenario for both guests and hosts. Think of it as social symbiosis! By participating in a Socialgenic™ experience, visitors benefit immediately through fun, distraction, and the benefit of the social status that comes from participating in novel experiences. As a result, they are more compelled to share and increase awareness of a destination or experience among their peers.
Today, this sharing most frequently happens through digital media on social networks, however it can also happen via word of mouth, email promotion, displaying a memento in a visible place or mailing a postcard. Both digital and physical assets can play a role in maximizing peer-to-peer promotion.
No matter which tools visitors use to share, User Generated Advertising (user-generated content that includes your brand or place name in some way).
Bricks and Mortar Socialgenics: Habitat Vacantion Rental Ucluelet, BC
By leaving one brick unpainted during their renovations and applying their logo to a brick adjacent to it, Habitat Vacation Rental in Ucluelet, BC created a Socialgenic™ photo-op. With the branding “baked in” each guest photo is a “user-generated ad” not just user generated content.
While an awe-inspiring view will always prompt user-generated content, not every destination can be the Grand Canyon. Unless you have a few eons of erosion on your side, have a look at the following case study to explore the tactics you can use today to make your destination and its experiences more Socialgenic™.
Crafting Word of Mouth Marketing With Wheelhouse Brewing Company: Message in a Brewery
During Destination British Columbia’s recent Remarkable Experiences pilot project, I worked with Wheelhouse Brewing Company in Prince Rupert, Canada to develop the Socialgenic™ (and mildly effervescent) “Message in a Brewery” (MIB). In this brief video, brewery co-owner James Witzke gives a brief overview of MIB:
As with craft beer, experiences that are built to share require carefully-considered ingredients and craftsmanship. The Message in a Brewery experience illustrates key factors in creating a successful Socialgenic™ experience to increase the quality and quantity of peer-to-peer promotion:
- Sharing the activity equals participating in the activity. When an experience plays out on the canvas of a guest’s social media feeds, peers are alerted of an experience every time someone engages in it.
- Guests are already remarking on the activity. Consider the visitor journey to identify when and where guests have the motivation and opportunity to connect with others. For Wheelhouse Brewing Company, the natural place to start was with guests remarking on the authentic nautical flags hanging over the bar.
- The experience leverages existing infrastructure to keep costs down. At Wheelhouse, the signalling flags were already in place. To make the experience Socialgenic™, the brewery simply needed to provide a bit of branding and a layer of context and communication.
User Generated Advertising
User-generated content that includes your brand or place name in some way.
Get Word of Mouth Marketing: Help Your Customers Help You
Your destination can better serve its visitors’ needs by helping them document and share their experiences in a clever and valuable way. As they do so, guests will help the destinations and operators they visit create stronger and more effective peer-to-peer promotion. In this way, creating a Socialgenic™ experience for your visitors is a win-win proposition.
Future articles will explore tools and tactics such as Landmarks, Rituals, Infrastructure, Assets and Mementos that are available to destinations and their tourism industry partners who seek to serve their customers with Socialgenic™ products and experiences that turn them into your best marketers.
Get Help Getting Socialgenic™
Get the Socialgenic™ advantage. I have helped close to 100 businesses across North America make their customers their best marketers by design.
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