Cruising into social media

So what characteristics do you think people who go on cruises have?

Regular followers of tweets and subscribers to blogs? And always on Facebook? Silversea Cruises seem to think so. They’ve just launched a blog for their new ship Silver Spirit counting down the days until it launches on December 23rd. They’ve also launched a Facebook fan page and are tweeting about it too.

So this could mean that social media has penetrated all types of people of all ages. Or that the market for cruising has extended beyond its traditional reach. Or that the (presumably) sociable types who go cruising are sociable in other spheres too.

Whatever - it is clear that for marketers segmenting and categorising their markets is becoming ever more sophisticated.

Chilled out

There's a lot of talk about 'horizontal communities' since Mintel produced their latest research into how the traditional notion of community is changing. These days consumers are increasingly in the driving seat, reaching out to like-minded souls, wherever they are across the world. The challenge is for destinations to make themselves useful and 'in-tune' members of these tribes, rather than static onlookers or brash commercial interlopers ...

Holy relics and the tourism industry

They say pilgrimages are the world's oldest form of tourism promotion, and they have lots of useful by-products. Without pilgrimages we wouldn't have the distinctly un-pious Canterbury Tales. We probably wouldn't have Durham Cathedral, built to house the worldly remains of St. Cuthbert. We would be deprived of those fabulous be-jewelled reliquaries that contain the bones and garters of medieval saints and bishops.

Relics and visions are still strong draws on the continent; the infirm and hopeful flock to Lourdes, Fatima and Santiago. Knock's airport and tourism industry is unashamedly built on an apparition of the Virgin Mary. But does this appeal hold in our country - steeped in Protestantism and post-Enlightenment secularism? Apparently so. We hear the thigh and foot bones of Therese of Lisieux, thought by many to have miraculous powers, are touring the country and drawing large crowds to Portsmouth Cathedral and 27 other 'holy places'.

For destination professionals the success of this initiative throws up uncomfortable questions. Does it suggest new marketing opportunities for an age-old tradition? Or is it an outdated exploitation of the sick and credulous? Opinions about the tour are sharply divided. Therese's bones are said to have powers to promote reconciliation; we shall see.

My generation ...

How many of you - like me - used to think you were a Baby Boomer, only to find out that you’re a GenJoneser (born 1954-1965)?

If you didn’t ever feel you quite fitted into the immediate post-war Boomers’ profile, this could be the reason why. And, whatever age you are, if you're a destination marketer who's been cheerfully lumping all the Boomers together - maybe it's time to think again!

They say that GenJonesers in the West grew up with such high expectations that they tend to feel unrequited and be more cynical than earlier Boomers. We're said to view ourselves as lateral thinkers, creative, energetic and more politically active and aware than the generations around us. Worth remembering next time you communicate with us.

But of course all good marketers know that the year you were born is only one (small?) aspect of a target's profile. If there's one thing we GenJonesers seem to have in common, it's a stubborn refusal to be defined by our chronological age - or perhaps that's just more wishful thinking.

Making social media easier

VisitEngland has just launched its social media wizard designed to help destinations and businesses use social media more effectively. The step-by-step approach makes it really simple to make the best use of flickr, twitter and youtube.

A great idea and very practical help we think!

What's in a name?

Most of us have pretty standard titles on our business cards.

But Natalie Haywood's says she is 'Slurper & Head Honcho' of her cool Leaf Tea Shop and Bar in the inspiring Elevator Building in Liverpool's Baltic Triangle.

So - maybe it's time to think again about what we put on our business cards ... any suggestions?

Oh, and if you think you know what a Tea Shop is, Leaf'll make you think again too ...

Oh nine oh nine oh nine

A nice, simple piece of creative marketing arrived in my inbox this morning (and had me reaching for my diary to check if I could take an autumn short break after all): an e-shot from one of my favourite inns - The George in Rye. To mark today's date - 09-09-09 - they're offering their best rooms on selected dates in October for £99 ... but you have to book within the next 99 hours. A neat hook?

But is it iconic?

Has anyone else involved in place making and marketing developed an instinctive wince when they find themselves about to use the word "icon" - thanks to the unique Jonathan Meades and his diatribe against its overuse? What to do?!

Encouraging repeat visits to your website

Cumbria Tourism have some interesting downloads available on their destination website including baarmy sheep ring tones and some lovely images which you can set as background on your pc. And usefully these have calendars on them so you need to go back each month to update encouraging regular visits - and I've found I do!