THE TOPICS 2012
From V for Video to S for Sales: Topics 2012
As in 2011, we conducted an industry survey this year in the run-up to DestinationCamp to evaluate current key issues and determine the 6 workshop topics.
The detailed results and participant distribution of the survey will be available on Friday evening. In the meantime, here are the topic areas, along with their moderators and mind mappers:
More than a Buzzword: Customer Journey
(Moderation: Georg Ziegler| Mindmapping: Julia Jung)
- The Challenge of the "Hybrid Customer"
- Co-Creation / Collaborations
- Engaging Service Providers as an Essential Component
- Storytelling and Presentation Along the Touchpoints
- Connectivity (Platforms, Interfaces, Networks)
- When is a particular medium effective for a specific target audience?
From Cliché to Brand
(Moderation: Michael Domsalla| Mindmapping: Eric Horster)
- Challenges in Tourism
- Values and Target Groups
- Positioning Strategy (Method, Matrix)
- Interplay between Sub-brands and Umbrella Brands
- Cross-sector Branding: Is it effective?
- Brand Promise vs. Brand Performance
Data Sovereignty: Share and Rule with Strategy
(Moderation: Uwe Frers| Mindmapping: Christian Vollmert)
- Content and Data Strategy
- SEO, SEM, SoMeO, SoMeM, etc.
- Tools for optimal performance monitoring (KPIs & more)
- System Integration
- Measurability of Initiatives (offline, online, and mobile)
- Semantic Web: Risks and Opportunities?
- Social Graph and Connect Functions: Possibilities and Requirements
Moving Images: Old Media in New Channels
(Moderation: Bernhard Lingg | Mindmapping: Elvia Gaida)
- Storytelling in Film: How to Tell Moving Stories?
- Film Production Process
- What Makes a Truly Good Film?
- Costs for a Good Film
- Use of Films / Film & Social Media (cf. YouTube BrandChannel)
- The Value of Film Content: Purely Inspirational?
- Virality: Lessons Learned and Success Criteria
Sales with Sex Appeal
(Moderation: Jens Oellrich | Mindmapping: Jörg Schlottke)
- Competitive Landscape
- Organization: Prerequisites for Successful Marketing
- Offer Design (when is a package appealing to the customer?)
- Role of the Destination in Sales / Distinction from Travel Agents
- Public Sales Platforms vs. Private Providers: Meaningful Integration?
- Affiliates for Hotels: Worthwhile Effort?
- MICE: Potential and Experiences from Events, Congresses, and Similar Gatherings
- Price Parity vs. Yield Management
- Future: How will Google's Hotel Finder and comparable tools change our business?
Product Design: Innovating with Brains and Heart
(Moderation: Andreas Feustel| Mindmapping: Christoph Schulte-Drevenack)
- Sustainability (e.g., local value chain, GreenMeetings)
- Health and Cultural Tourism: Promising Trends?
- Offer Design: From the DMO or from the Guest? (cf. Service Design)
- Innovation Management (Method)
- All Inclusive, Allocation Systems, Service and Value-Added Offers
- Qualification and Professionalization of Service Providers
- New Technologies for New Products? (NFC, RFID, LTE etc.)
- Future: Collaboration with Competitors?
So, a successful and diverse mix awaits us this weekend. The weather also seems to be bringing spring back, so we're sure to catch some sun in HafenCity. I look forward to exciting discussions with you all!