TOPICS FOR 2012
From B for Moving Images to V for Sales: Topics for 2012
As we did in 2011, we conducted an industry survey this year in the run-up to DestinationCamp to assess current hot topics and determine the six workshop themes.
The detailed results and the breakdown of survey participants will be available on Friday evening. Here’s a sneak peek at the topic areas, along with the moderators and mind mappers:
More Than Just a Buzzword: Customer Journey
(Moderator: Georg Ziegler | Mind mapping: Julia Jung)
- The Challenge of the "Hybrid Customer"
- Co-Creation / Collaborations
- The enthusiasm of top performers as a fundamental component
- Storytelling and Presentation Across Touchpoints
- Connectivity (Platforms, Interfaces, Networks)
- When does which medium make sense for which target audience?
From Cliché to Brand
(Moderator: Michael Domsalla | Mind mapping: Eric Horster)
- Challenges in Tourism
- Values and Target Audiences
- Positioning Strategy (Method, Matrix)
- Interaction Between Sub-Brands and Parent Brands
- Cross-Sector Branding: Does It Make Sense?
- Brand Promise vs. Brand Performance
Data Sovereignty: Divide and Conquer with Strategy
(Moderator: Uwe Frers | Mind mapping: Christian Vollmert)
- Content and Data Strategy
- SEO, SEM, SoMeO, SoMeM, etc.
- Tools for Optimal Management Control (KPIs, etc.)
- System Integration
- Measurability of Initiatives (Offline, Online, and Mobile)
- The Semantic Web: Risks and Opportunities?
- Social Graph and Connect Features: Possibilities and Requirements
Moving Images: Old Media in New Channels
(Moderator: Bernhard Lingg | Mind mapping: Elvia Gaida)
- Storytelling in Film: How Do You Tell Compelling Stories?
- The Film Production Process
- What makes a movie truly great?
- The Cost of a Good Movie
- Use of Videos / Video & Social Media (see YouTube BrandChannel)
- The Benefits of Video Content: Just Inspiration?
- Virality: Empirical Findings and Success Criteria
Sales with Sex Appeal
(Host: Jens Oellrich | Mind Mapping: Jörg Schlottke)
- Competitive Environment
- Organization: Prerequisites for Successful Marketing
- Designing Offers (When Is a Package Deal Attractive to Customers?)
- The Role of the Destination in Sales / Distinction from Travel Agents
- Public Distribution Platforms vs. Private Providers: A Sensible Integration?
- Hotel Affiliates: Is It Worth the Effort?
- MICE: Potential and Lessons Learned from Events, Conferences, and More
- Price Parity vs. Yield Management
- The Future: How Will Google's Hotel Finder and Similar Tools Change Our Business?
Product Design: Innovation Through Mind and Heart
(Moderator: Andreas Feustel | Mind Mapping: Christoph Schulte-Drevenack)
- Sustainability (e.g., local value chain, GreenMeetings)
- Health and Cultural Tourism: Promising Trends?
- Offer Design: By the DMO or by the Guest? (see Service Design)
- Innovation Management (Method)
- All-Inclusive, Cost-Sharing Systems, Service and Value-Added Offers
- Training and Professional Development of Key Personnel
- New technologies for new products? (NFC, RFID, LTE, etc.)
- The Future: Collaborating with the Competition?
So, a great and varied mix awaits us this weekend. The weather looks like it’s bringing spring back, so we’re sure to catch a few rays of sunshine here in HafenCity. I’m looking forward to some exciting discussions with you all!