(i) "Bad" Iceland
In the previous article, we talked about the main reasons for Iceland's tourism boom, one of which is the unique geographical conditions, after all, not everywhere has the opportunity to see the aurora. The second is its ingenious marketing, which in my opinion is even more important than the first, because Iceland is not a good place to travel, apart from being beautiful enough. Temperatures aside, the rest of Iceland is also terrible.
How full the ideal is, how bone-like the reality is.
It's hard for tourists who want to take a dream trip at the end of the world to think that the first thing to protest in Iceland is their stomach. Searching for Iceland on Weibo, "unpalatable" is a keyword given by many tourists, and even the famous dark cuisine capital of Britain has to bow to the wind.
Even if it is unpalatable, it is also expensive.
Because Iceland is located on the edge of the Arctic Circle, there are large areas of glaciers in the country, and both the temperature and the soil make Iceland basically unrelated to crops. Moreover, the total population of Iceland is only more than 300,000, and the overall manufacturing level is very limited, so most of Iceland's agricultural and sideline products depend on imports, and Icelanders are less expensive, which greatly increases Iceland's labor costs. Iceland has the highest average price level in Europe, more than half the average for 37 European countries
How expensive are prices in Iceland? A bottle of mineral water in a supermarket is about 20 yuan, vegetables are generally starting from 20 yuan per kilogram, and a box of strawberries with less than 10 is 80 yuan; A glass of beer in the bar is about 1000 to 1400 ISK, which is equivalent to about 70 to 90 yuan a cup. Ordered a light meal, the most common fries burger, 2800 ISK, equivalent to about 186 yuan.
If you're a travel enthusiast looking for local food, Iceland is not a good place to be.
In addition, the beautiful scenery and successful Internet marketing have brought a huge number of tourists to Iceland, but also brought overloaded urban pressure.
Iceland, with just 350,000 people, welcomes more than 2 million visitors a year. This is far beyond the carrying capacity of Iceland's service industry. The most immediate result is not only overcrowded scenic spots, but also overcrowded toilets. What you want is to fly over thousands of mountains and rivers to feel the ultimate romance at the end of the world, but after arriving, you may not even have a place to go to the toilet.
Bad luck, not only have to queue up for the toilet, but also have to pay a "huge amount" that the domestic public toilet can't reach: it's so expensive that you want to hold it back. Of course, there are also tourists who really can't hold back and choose to solve it on the spot... However, this is not only humiliating, but also more fines.
The ideal shines into reality, and it is inevitable that there will be deviations, but this deviation is a bit large. However, because of this, it is more and more obvious that the Icelandic marketing team is magical, after all, it can make tourists accept so many shortcomings and endure so many inconveniences, and their marketing methods must have a lot of superiority.
(2) Exquisite marketing methods
For example, everyone is using a marketing routine - rubbing hot spots, but hot spots are not good to rub, after all, everyone will rub, or rub out new tricks. For example, last year's meta-universe fire, many tourist attractions began to rub the hot spots of the meta-universe, saying that they were meta-universe scenic spots, and the result was complained about by everyone. The Icelandic Tourism Board also rubbed the heat of the universe, but instead of following the trend, they came to a contrarian thinking.
The Icelandic Tourism Board hired an actor who collided with Zuckerberg to ridicule the metaverse. The actor, who calls himself "Zach Mossbergsen," wears the same hairstyle as Zuckerberg and wears the same black pullover. Facing the camera, he said exactly the same words as Zuckerberg at the press conference, "I want to introduce a revolutionary way to connect our world without looking weird." ”
Immediately after, the subtitle that appears on the screen is not "Metacosm", but "Icelandic Universe". This "Zach" walked out the outdoors, scooped some hot spring water with his hand, and said: Here, you don't have to wear those "stupid" headsets to feel the immersive experience. You can see the spectacular Northern Lights with your own eyes and touch the black volcanic rocks, which is the cooler "Icelandic universe" than the metacosm.
In addition to doing the best to ridicule, he mocks Zuckerberg's meta-universe strategy with Iceland's rich, real (well, real) tourism resources, and does not forget to arrange a plot of the actor's attempt to open the door, to mock Zuckerberg's insistence on waiting for others to open the car door for him.
This wave of hot spots rubbed down, and the video quickly reached one million views, once exceeding the number of views of the Meta conference. Later, Zuckerberg himself also left a message in response: I also want to go to Iceland to travel.
Of course, just rubbing hot spots, just brushing the sense of existence, everyone laughed and laughed. Importantly, how do you turn traffic into a real demand? The Icelandic Tourism Board came up with a second trick, simulating the experience and inspiring the desire. At the moment your people can't go, it doesn't matter, I can let your voice go first.
The Icelandic Tourism Board invites people from all over the world to log on to their websites and record their shouts and screams. Then I got 7 large speakers and played them in places like glaciers and waterfall cliffs in Iceland.
As long as people open the event website, they can see the live scenery from the live camera in real time, and they can also hear the screams of the people emitted by these 7 speakers, and the sound of the wind and waterfalls at the scene are intertwined, which is very substitutionary. Everyone can't help but think about how comfortable it would be if you really came to Iceland and screamed loudly in front of the magnificent scenery.
At this point, the desire to go to Iceland has been fully mobilized. Finally, there is still a foot in the door, how to turn longing into action? This brings us to the third trick of the Icelandic Tourism Board, to create contrasts and trigger actions.
They shot a promo, using a set of montage shots: the first shot was brushing their teeth in the mirror at home, and the latter was dancing in front of a waterfall in Iceland. The first shot shows a man wearing socks lifting his legs on a yoga mat, and the latter shot is hiking in the polar region wearing hiking boots. The first shot is of squatting on the ground and washing a rag, and the latter is of bending down to scoop up a glass of glacial water to taste.
Such a contrast between before and after, full of tension. Before it was over, the Icelandic Tourism Board took a step further and issued an invitation to people all over the world: after working from home for so long, should you get tired of wearing sweatpants every day? This time, the IcelandIc Tourism Board invited people to pack their old sweatpants and go to a local pop-up shop in Iceland to transform them into a pair of outdoor boots and start their first post-pandemic adventure.
Attract attention — arouse interest — stimulate desire — and lead to action. Four steps in one go. As for the company's ability to do these four things well, the rolling of financial resources is not a problem at all. However, this is easier said than done. These four steps are not simple to look at individually, let alone form a marketing closed loop.
These need to have a certain amount of investment in the early stage, but these are not the focus, more important is human resources, the brain hole at the same time must be realistic, the goal is clear. Such a professional and highly skilled marketing team is the marketing team that all enterprises pursue.
However, this requires a long period of recruitment of talents, and may not be effective, but also requires a long enough run-in time and trial and error experience. Far from the water can not quench the thirst of the near, enterprises want to develop as soon as possible, or to tide over the difficulties during the epidemic, the key is to solve the immediate problems first.
At this time, we can rely on the help of professional and leading integrated network marketing providers to really help enterprises get rid of marketing difficulties. In this regard, I recommend the enterprise media marketing plan that combines products and effects.
(3) Enterprise media marketing programs that integrate products and effects
Enterprise media is the company's own media marketing platform, mainly Based on Internet marketing, using comprehensive operational means and methods such as big data analysis, program development, and whole network marketing, to establish its own publicity position for enterprises, taking into account brand, market and sales conversion, just like having its own central station.
Shanghai Benyi Industrial Co., Ltd. (hereinafter referred to as "Benyi") has entered the field of Internet marketing with technology since 2003, integrating various means and methods of "operation + technology + media + content" to provide enterprise media customized solutions for enterprises and empower enterprise growth.
Where there are customers. Where there is the tentacles of corporate media.
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Provide analysis of visits and constructive advice on follow-up operations
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