David Yeend

Member since August 2010Contact David

Time To Re-route Your Travel Marketing Strategy in Marketing: Travel on 07/13/2016
Right now, a family is planning a vacation and their mindset is radically different from the travelers of three years ago. Their motivations are more sophisticated, their needs are more complex, and their media choices are more fragmented. If you're marketing a destination, your fundamental strategies must keep pace with how consumers plan trips today. You have to market on their terms, exceed their expectations of a brand, and outsmart your competition rather than outspend them. This vacation business is hard work.

Industry To Get Real In The Motor City by Karl Greenberg (Marketing Daily on 01/10/2013)
"Honda will show ... a Corolla concept" ... ?
Kermit Was Right by Stuart Hickox (Marketing: Green on 04/04/2012)
I find the "triple bottom line" is a useful way to frame the sustainability conversation. (Profits, People, Planet.) Because it opens the decision-making metric up to include a) making money (the one dimension C-suiters put first), b) taking care of employees and customers (which we all know fuels the Profit metric), and adds c) Green to the conversation they're already having. Viewing these together forces some consideration of the trade-offs any biz decision entails.

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