The challenge to promote a travel destination

After 8 years working in tourism and marketing, I know how difficult is to promote a travel destinations. It’s not complicate, the hard part is how to differentiate from your competitors.

This challenge will affect from small travel businesses (hotels owners, restaurants, etc.) to the efforts that government agencies are doing to seduce more travelers to go to their countries. But again, probably the main barrier is the way you make a remarkable differentiation from others.

While not an official video, sometimes a video skit can offer potential solutions to creative marketing.  Of course there can be challenges going to this extreme,  it is at least entertaining.

An example about it is this, a video about Guatemala. It’s simple and actually, funny. It’s because their country is pretty similar than Costa Rica but most of the people prefer to visit this country instead of Guatemala. For sure, from the Guatemaltecos perspective, this is not true but travelers have a different opinion.

How Guatemala is facing this? Creativity and a direct message. The following video is an example how Guatemala is creating a notable differentiation in terms of marketing.

As you can see, Guatemala is using a pretty clear and honest message; telling in simple words to potential tourist why they should choose them.

Soon, we will upload others examples about how marketers are innovating in the travel industry.

 

Eduardo


The 2019 FIFA Women's World Cup

The 2019 FIFA Women’s World Cup is the eighth edition of the FIFA Women’s World Cup,  For the current match, a total of 24 teams qualified for the final tournament.

ChileJamaicaScotland, and South Africa made their Women’s World Cup debuts, while Italy took part in the event for the first time since 1999 and Argentina took part for the first time since 2007BrazilGermanyJapanNigeriaNorwaySweden, and the United States qualified for their eighth World Cup, continuing their streak of qualifying for every World Cup held so far.

For brands, this is a really nice opportunity to reach more consumers. For example, Nike created the following video:

 

Certainly there’s a nice chance to target US Hispanics, since Chile and Argentina are playing in this contest.

If you are looking for a good match, watch US vs Chile: Sunday 06/16 at 12:00. Because US wan 13/0 in the last match, for sure to play against Chile will be interesting.

Source:


Where, when and how: Copa América 2019

If you want to follow it, these are the days and times of the matches of the first group stage. The schedule is the local. (Mexico -2; Argentina =; Chile -1; Colombia -2; Spain +5, US East -1; US West -4)
  • 14/06/19: Brasil vs. Bolivia; 9:30 pm
  • 15/06/19: Venezuela vs. Perú 4:00 pm
  • 15/06/19: Argentina vs. Colombia 7:00 pm
  • 16/06/19: Paraguay vs. Catar 4:00 pm
  • 16/06/19: Uruguay vs. Ecuador 7:00 pm
  • 17/06/19: Japón vs. Chile 8:00 pm
  • 17/06/19: Bolivia vs. Perú 6:30 pm
  • 18/06/19: Brasil vs. Venezuela 9:30 pm
  • 19/06/19: Colombia vs. Catar 6:30 pm
  • 19/06/19: Argentina vs. Paraguay 9:30 pm
  • 20/06/19: Uruguay vs. Japón 8:00 pm
  • 21/06/19: Ecuador vs. Chile 8:00 pm
  • 22/06/19: Perú vs. Brasil 4:00 pm
  • 22/06/19: Bolivia vs. Venezuela 4:00 pm
  • 23/06/19: Catar vs. Argentina 4:00 pm
  • 23/06/19: Colombia vs. Paraguay 4:00 pm
  • 24/06/19: Chile vs. Uruguay 8:00 pm
  • 24/06/19: Ecuador vs. Japón 8:00 pm

You can find all the matches to be played in this table:

como ver la copa america 2019 calendario partidos

 

Source: Digitaltrends

Related posts: Soccer and US Hispanics


Elections 2020: Florida’s Hispanic vote will be strategic

Nobody can denied the importance of the Hispanic Vote in US, especially, when this group grew importantly during the last years. In fact, Florida’s Hispanic electorate grew by 81 percent between the 2014 and 2018 midterm elections. Moreover, Hispanics who registered to vote as independents grew by 101 percent, meaning Hispanics are the fastest-growing portion of Florida’s electorate heading into the 2020 election.

Other relevant fact is that the voters are younger than previous elections. Univision CEO Vincent Sadusky said in a statement. “2020 is shaping up to be an especially competitive election and, particularly in many large states including Florida with significant Latino populations, we have no doubt Hispanic America will play a key role in picking the next president and which party controls Congress.”

According to MiamiHerald, this is one of the reason because Florida Sen. Rick Scott focused heavily on Hispanic voters in his successful 2018 campaign, spending millions to run Spanish-language ads during major events like the 2018 FIFA World Cup and touting his visits to Puerto Rico throughout the campaign. The Spanish-language TV campaigning, combined with an anti-socialism message in South Florida, helped Scott and Gov. Ron DeSantis win narrow victories over Democrats.

The same source showed another interesting piece of data: how Hispanic Republicans in the city of Miami shaped statewide races. Despite voter registration growth among Hispanics in Miami-Dade lagging behind statewide Hispanic growth rates, turnout among Hispanics in Miami-Dade was three percentage points higher than the statewide Hispanic average. That means more Hispanic voters who were previously registered showed up at the polls, evidence that older, Cuban-American voters who tend to vote Republican showed up in 2018. In many precincts across Miami-Dade, Scott and DeSantis outperformed Donald Trump’s 2016 showing.

For sure, next elections will be again an interesting political event in the US. If you are the responsible for the marketing budget on the next Elections 2020, what are you going to do?

More resources:


Who are millennials?

Millennials Generation

According to Pew Research Center, anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.

What are millennials?

This is the term that most people recognize the most, commonly associated with avocado on toast, and ‘snowflake’ culture.

They are born between the early 1980s to the mid 1990s or early 2000s, so many young adults nowadays would define themselves as millennials.

The generation was severely impacted by recession, as it caused record unemployment, affecting young people joining the workplace, as well as a period of economic instability.

Why are Hispanic/Latino Millennials Different than other Millennials?

According to Dr. Di Ann Sanchez SHRM-SCP, Ph.D, there are several reasons why Hispanic/Latino Millennials are different than Non-Hispanic Millennials.  First, Non-Hispanic Millennials tend to defer significant life events such as marriage, having children, and buying a home.  For example, non-white Millennials average age for first-time births is 27 years old, Latino Millennials average for first-time births is 24 years old.  Moreover, 1/3 of Hispanic Millennial Moms have three or more children versus about ¼ of Non-Hispanic Millennial Moms. Therefore Latino/Hispanic Millennials are considered the “early adulthood” Millennials.  Why does this matter?  It matters because employers want to attract and retain employees.  Hispanic Millennials who have children earlier, will limit job hoping to build their families and potentially buy a home earlier.  Latino Millennials will look to their employer for stability, a place to stay longer and build a career with the company.

According to The Manifest, there are 5 key to reach them from the marketing perspective:

  1. Tell a story with a video. Millennials don’t want to read about your brand – they want to see it.
  2. Take a Stance. Millennials seek both authenticity and value. Taking a strong position (without any positioning) will allow you to reach these purpose-driven purchasers.
  3. Promote on Reddit. You can run a promotion on Reddit, “The Front Page of the Internet.”
  4. Reach Across All Channels. Brands must be present across all channels to reach millennials.
  5. Boost Visibility With Search. Search advertising is an effective way to advertise to millennials directly.

To advertise to millennials successfully, find ways to display your brand as the relevant and trustworthy ally. Do this and your advertising will successfully attract, engage, and convert this cagey demographic. If you need help to target this audience or other multicultural segments, check it Alcance Media Group.


Video, importance of the Hispanic market

Audiences are in constant evolution but one of the most dynamic segment is the US Hispanic. This market is rapidly developing in a changing world.

Just a couple of empirical notes. Hispanics consume more mobile video content on social media than any other ethnic group. Currently, the Hispanic consumer views 66% more video content on their smartphones every week than non-Hispanic consumers.

Digital video has caught on with Hispanics. Eight in 10 use subscription services, with Netflix atop the list. Many use streaming services more than traditional TV—a trend poised to accelerate as more Hispanic-oriented content comes online (emarketer.com).

 

Why this segment market is important?

In the first place, Hispanic Americans projected to account for roughly a third of the US population by 2050, the time to start targeting this market may be now (thenextweb.com). Maybe to can check our post about Hispanic drive homeownership growth.

In the second place, they are already a connected segment. “Hispanic consumers in the U.S. are now considered a very connected and digital first community. Effective outreach to different cultures within the hispanic market can spread like wildfire down to their home countries,” wrote Nick Kyriakides, COO at NetTALK. When it comes to marketing to this market, it is important to leverage digital channels.

This is why many companies are trying to implement more video based services. For example Entel, among Chile’s largest telecommunication companies, recently introduced a new video platform powered by the Kaltura TV Platform. What they are trying to do is to push their platform and get more exposure for brands and advertisers willing to target this market.

Source: https://corp.kaltura.com

For sure, in the short term the video arena will be full of rude competition. The good news is this kind of scenarios are always good for consumers and an interesting opportunities for new businesses.

Finally, if you want to learn more about the Best Practices to Reach a Diverse Audience, check this post on: https://www.reachmulticultural.com/


360-degree video header

Now, it’s possible: to add a 360-degree header to your post. Check it out!

This is a prototype. Source and license: https://vimeo.com/251750357


Automakers Focus On Hispanic Consumers

How marketers are trying to impact this or other audiences? Well, using new high-end technologies like 360-degree videos, even in the launch of the new models.

There’re new formats like 360-degree video ads, check it out:

if you like, check how a “360-degree video header” works: https://www.reachhispanic.com/360-degree-video-header/


Working remotely from Chile, Part II

Second working day (check my previous post) and I found an excellent place. In the neighborhood of Providencia, east side of the city, there’s a small shopping center call “Drugstore”. I know it’s confusing but it’s not literally a drugstore, it’s a place full of shops. Maybe in the past the place had an important drugstore but today there are restaurants, cafeterias, handicraft shops, etc.

There’s a place called “Te Verde” with very good coffee and a long table where you can plug your computer and work from there.

Quick note, if you have Diabetes like me, they have a “Kuchen” (an old bakery piece of cake originally from Germany) without sugar. Yes, without sugar. It’s also possible to ask for lunch, most of the alternatives include vegetables and natural fruit juices.

You can be there for hours because the place is quiet, the Wi-Fi is good, you can plug your computer and charge your phone but chairs are kind of uncomfortable to be honest.

If you decide to explore the area for other lunch alternatives, I strongly recommend Soler. It’s a restaurant in the Neighborhood of Suecia and they have a sandwich based on spicy pork. Believe me, you won’t regret. You are right, it’s not for people with diabetes but… there’s nothing than 5 miles can fix it. No?

 

Eduardo


Working remotely from Chile, Part I

I just arrived to Chile, the place where I was born, more or less, 4 decades ago. And today is my first working day from here and I decided to do it from some of the places where I used to work in the past: Santiago Centro.

After 4 years from my last trip, Santiago is different. Without Internet (no Uber, no Whatsapp) and too many changes in the city I feel like a foreign guy.

Certainly, my first option to get some Internet was Starbucks… bummer. For some reason, their Wifi works under a Firewall and I could navigate only in a bunch of sites. I spent $7 for nothing.

Second choice. I went to GAM, it’s a museum and art gallery. This place played an interesting role in the past, 35 years ago, if you are interested, google it. Well, It was impossible to connect the Wifi and also, the place was closed.

Third choice. I went to Centro de Extensión Universidad Católica. Finally, good Internet and reliable. Problem, only works in certain areas and if you would like to take the chance of a coffee, to will out of the range. Also, there’s no chairs to stay for a while.

Final choice of the day. Almost accidentally, I visited BLV Alameda. This is Food Court with many small stores, all of them very very nice. In this place I found a few restaurants (I tried Caesar Salad with a natural juice for $7) and the Wifi was great, fast, no firewall, etc. Also, there’re a restrooms for free. Limitations? You need to bring your computer fully  charged.

Well, I will continue my search and as soon as I get something new, I will put it here.

 

Eduardo