experience, marketing

Yesterday in Sheraton hotel Zagreb, the 5th edition of Travel Zoom showed the participants new trends and gave them great tips for successful strategic and creative marketing in tourism. The highlight of the day was the panel dedicated to experience marketing. Kevin Jackson, the charismatic Vice President EMEA at George P. Johnson and one of the most influential people in the event industry in Great Britain, inspired the audience with his passionate approach to events and memorable experiences.

Kevin said: “Great marketing is no longer about just saying things to people. It’s about doing things for people. Successful brands understand the importance of engagement; creating meaningful and rewarding experiences, whether that’s online or in the real world. Treat people as people, whether there’re consumers, corporate clients, partners or employees. Entertain them, educate them, and connect them with each other. Above all, listen to them. Enable audiences to be a part of the story.”

If we truly want to become the Icons of Experience Marketing, Kevin’s advice is to:
1. Know your audience
2. Know the process
3. Know your channels
4. Be interesting
5. Engage, don’t sell
6. Commit to year round
7. Personalise the experience
8. Let Them Have Some Fun
9. Ask Them How They’re Feeling
10. Be Smart
11. Not Everyone Is Watching
12. Use Different media
13. But most of all, Do Not Be Afraid!

Miha Kovačič, Director of Slovenian Convention Bureau, commented on how experience marketing should be used in the meetings industry and pointed out what meeting providers are doing wrong. Gorazd Čad, Editor-in-Chief of Kongres magazine and organizer of Travel Zoom moderated the panel and asked several important questions like: What is crucial for delivering great customer experience in Travel industry?

Travel Zoom, one of the biggest marketing events for tourism organized in SEE region will end today with Zagreb talk, a round table titled Who are national tourism campaigns really addressing.
More on www.travel-zoom.si

About Kevin Jackson:
Voted the one of the most influential people in the event industry over the last 3 years. Kevin Jackson has been making his influence felt for over twenty years. He’s been a significant player with some of the world’s most respected marketing services groups, including Interpublic, Grey and Saatchi. He’s also worked closely with a vast range of brands, from Adidas to Zumba. Now a Vice President of George P Johnson, Kevin is a thought leader, speaker, strategic consultant and relationship manager, with a huge catalogue of success behind him. But it’s the future that interests him more.
Having explored every discipline within the marketing mix, Kevin has a rare understanding of every conceivable touchpoint between a brand and its most valuable audiences. His passion and enthusiasm for driving engagement, participation and action, means that his work focuses on delivering memorable, meaningful brand experiences.

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A long-time meetings industry addict, Gorazd is the Founder and owner of marketing and event agency Toleranca Marketing. He has many years of experience in planning, preparing and carrying out large international meetings and exhibitions. As the founder of the "Power to the Meetings" methodology, he still firmly believes in the power of live events and human to human communication. He is also the author of numerous articles and editor-in-chief of the meetings industry magazine Kongres Magazine.