• Home
  • About
  • Our Approach
  • Services & Clients
  • Contact
  • Blog
Menu

Navilogue

Street Address
City, State, Zip
Phone Number
Communications & Management for Travel Organizations

Navilogue

  • Home
  • About
  • Our Approach
  • Services & Clients
  • Contact
  • Blog

The Rising Power of O in Travel Marketing

March 5, 2014 Steve Wellmeier
Magazine image courtesy of Webomator, with title help from Mark Babushkin

Magazine image courtesy of Webomator, with title help from Mark Babushkin

Where does your tour or small ship cruise product fit in on the O Continuum?

No, this isn’t something out of pulp science fiction. I learned about it recently in the January–February issue of the Harvard Business Review: “What Marketers Misunderstand About Online Reviews,” by Itamar Simonson and Emanuel Rosen.

If you’re a marketer like me, you’ll likely apply the principles to your own product or service as you peruse the article. In my case, that’s the marketing of specialty cruises and tours. It’s a quick read and I recommend it. But I’ll summarize some of the major points and add a few of my own in this blog post.

Read More
In Marketing, Small Ships, Tours, Cruise Ships Tags Inbound Marketing, Expedition vessels, Social Media, Knowledge-based travel, Content Marketing, Harvard Business Review, Influence Mix, O Continuum, Itamar Simonson, Emanuel Rosen
Comment

The Marketing of Airline Safety Videos

February 5, 2014 Steve Wellmeier
Jersey Girls in Delta Air Line's new 80s-themed safety video.

Jersey Girls in Delta Air Line's new 80s-themed safety video.

Travel and hospitality companies generate a lot of print, online text and video material for their customers and prospects, probably more than most other industries. For purposes of this blog post, let’s call it content, but content understood in the broadest definition of the term.

One can make the case that most, if not all of this content – whether a marketing brochure, YouTube video, instructional manual, set of safety guidelines, an extended warranty or guarantee, Twitter post or even a restaurant menu – has a role in furthering the company’s brand.  I understand that.

But why has it become de rigueur that an increasing amount of this content should now aim to be comical, titillating or play cynically to an inside joke or knowledge of a movie or TV program that many of us have never seen, or are unlikely to care about? 

Read More
In Marketing Tags Social Media, Content Marketing, Market Positioning, Product Differentiation
2 Comments

The Art of Market Positioning

January 27, 2014 Steve Wellmeier
The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Bask…

The marketplace will position you whether you like it or not, putting your product in this basket or that, among all those baskets that deliver the product that a buyer might choose in a particular segment of the market. Photo courtesy Magnolia Baskets.

Is good content enough these days?

What if it’s not as descriptive or representative of your product or service as you think it is, and doesn’t really set you apart from your competitors? Understanding the craft of positioning can help.

This post was inspired by a webcast I had the good fortunate to listen to last week. The webcast, How to Drive Travel Purchases with Content Marketing, was presented by the travel media company Skift and travel content provider DreamPlanGo.

The webcast provided great advice, to be sure. But it got me thinking about another ingredient in the marketing strategy mix that shouldn’t be overlooked before you start drafting your content marketing mission statement. Unfortunately, it often is.

Read More
In Small Ships, Marketing, Cruise Ships, Tours Tags Content Marketing, Market Positioning, Product Differentiation, Inbound Marketing
1 Comment
Older Posts →
swink_blogLogo.jpg
Blog RSS

© 2013 Navilogue. All rights reserved.