Brand Awareness through Experience

Marketing
ViaVia Travel Jogjakarta












































Abstract

Author: Satria Semaun
Title: Brand Awareness through Experience Marketing at ViaVia Travel Jogjakarta
University: Katholieke Hogeschool Leuven
Promoter: Ingrid Carton
Academic Year: 2013-2014
Topic:











Summary:




























Table of Contents
1 DESCRIPTION INTERNSHIP COMPANY VIAVIA.................................................................................. 6
1.1 THE JOKER VIAVIA NETWORK ............................................................................................................................... 6
1.2 VIAVIA TRAVELLERS CAF ...................................................................................................................................... 7
1.3 VIAVIA TRAVEL JOGJA .............................................................................................................................................. 7
2 LITERATURE STUDY .................................................................................................................................10
2.1 TOURISM MARKETING............................................................................................................................................10
2.1.1 Tourism Definition ............................................................................................................................................. 10
2.1.2 New Age of Tourism .......................................................................................................................................... 11
2.1.3 Marketing .............................................................................................................................................................. 11
2.2 TRADITIONAL MARKETING ..................................................................................................................................12
2.3 EXPERIENCE MARKETING ......................................................................................................................................14
2.3.1 Multimedia Marketing ..................................................................................................................................... 15
2.3.2 Videography ......................................................................................................................................................... 16
2.3.3 Social Media Marketing .................................................................................................................................. 18
2.4 BRAND AWARENESS .............................................................................................................................................19
3 EXPERIENCE MARKETING PLAN VIAVIA OUTDOORS JOGJAKARTA .........................................21
3.1 VIAVIA TRAVEL ANALYSIS ....................................................................................................................................21
3.2 PROBLEM STATEMENT (CONTENT GAP ANALYSIS) ...........................................................................................22
3.2.1 Traditional Approaches in ViaVia Travel Jogja ................................................................................... 22
3.2.2 Outdated tours ....................................................................................................................................................... 9
3.3 PROBLEM SOLVING IDEA (FORM IDEA DEVELOPMENT) ....................................................................................22
3.4 CONTENT CREATION ..............................................................................................................................................22
3.4.1 New ViaVia outdoor tours .............................................................................................................................. 23
3.4.2 Customers Profile ............................................................................................................................................... 23
3.4.3 Rebranding.............................................................................................. Error! Bookmark not defined.
3.4.4 Experience and Multimedia Marketing ..................................... Error! Bookmark not defined.






















Table of Contents

1. Introduction
2. Description Internship Company ViaVia
a. The Joker ViaVia Network
b. ViaVia Travelers Caf
c. ViaVia Travel Jogja

3. Literature study
a. Tourism Marketing
i. Defining Tourism
ii. Conscious Travel
iii. Marketing
b. Traditional Marketing vs Experience Marketing
i. Traditional Marketing
ii. Experience Marketing
1. Multimedia Marketing
a. Video and Social Media Marketing
2. Brand Awareness
a. Brand Building Tour Operator
b. Improving the Tour Experience

4. Experience Marketing Plan ViaVia Outdoors Jogjakarta
a. ViaVia Travel Analysis
i. Target Group
ii. Competitors
b. Problem
i. Traditional Marketing in ViaVia Travel Jogja
ii. Tours, outdated (in need of differentiation from other
competitors), In need of innovation
c. Problem solving idea
i. ViaVia Outdoor Tours Analysis (why? How? What?) Modern
1. Rebranding
2. New target Group
3. Vision
4. Mission
5. Values
6. Personality
7. Promise
8. Key-concept
ii. Experience Marketing
1. Multimedia Marketing
2. Tools for in-Store experience
a. Visual in-Store Display
b. Videography and Photography
c. Posters
d. Events
e. Social Media and Tablets
5. Implementation
6. Conclusion
7. Bibliography




































1 Description Internship Company ViaVia

1.1 The Joker ViaVia Network
1


ViaVia Jogja, the company of my internship is part of the whole Joker ViaVia
Network. ViaVia is part of a sustainable network together with Karavaan, Joker,
ViaVia Tourism Academy, Project funds and Anders Reizen.

This network was created in 1971 with Karavaan, an organization for travel
guides. They focus on educating and training people with their sustainable
programs to become travel guides. Karavaan create and guide tours and activities
as well. In Belgium they also organize active and intercultural activities or mini
trips. There are about 400 guides taking part of this community at the moment.
Their values are respect, sustainable and openness.
2


Ten years later, in 1981, they started a new travel organization named Joker. The
name stands for Young, Open and Creative. The tours they organized were more
focused on exploring and making contacts with the local people. Joker offers
adventurous tours, active experiences, meetings with other travellers, sustainable
travelling and holidays.
In 1992, the Project fund for Sustainable Business in the World Perspective was
formed. Its a solidarity fund where cultural projects are supported in the
beginning. They also support the education for local guides at the ViaVias.

In 1995, the first ViaVia Travelcaf was opened in Heverlee, Belgium. They wanted
to create a meeting place for travellers and local people.

The Joker ViaVia Network won the VBO-VEV Award International Partnership for
Sustainable Development. The criteria for this award were based on fairness,
transparency and mutual cooperation.

Anders Reizen is another tour operator formed in 2001. They are specialized in
trekking for small groups and individual travellers. They offer different trekking
levels, from easy to very difficult and sportive ones. Their vision is centered in
sustainable tourism.
In 2001, Joker ViaVia created ViaVia Tourism Academy to fight the poverty in the
countries where the ViaVias are active. They were formed to share knowledge and
experience in entrepreneurship and sustainable tourism. The project work includes
workshop, training and coaching about intercultural competences. They organize
North-South exchange internship activities for students and research around
sustainable and innovative tourism.

1
Het verhaal van het ViaVia Joker Netwerk, http://www.Joker.be/nl/het-verhaal-van-het-Joker-
viavia-netwerk, accessed on 25.02.2014
2
Karavaan, http://www.karavaan.be/Nl.Content.33.Missie-en-visie.aspx, accessed on 25.02.2014

2005 is the year where the Living Stone Centre was formed. KULeuven and Joker
took the initiative to create a network to connect people and bridging cultural
differences. Since Joker is actively present in many countries they noticed there
were many cultural misunderstandings during collaborations. Living Stone Centre
is meant for companies, organizations and individuals that are conscious about the
importance of intercultural collaboration. It is the key for success of their project.
Living Stones international team offers advice, coaching and training about the
intercultural practice of international business.

Joker won three times in a row the Travel Magazine Award for the Most
sustainable Tour Operator of the year.
In 2014 Joker received as the first Belgian tour operator the Travelife sustainable
certificate.

Joker ViaVia Network is still organically growing in all its components, with its four
valuise as a guide: Openness, Equality, Meeting and Amazement.
1.2 ViaVia Travellers Caf
3


In 1994, A group of Belgian travellers met and shared their experience and
concern about mass tourism. Their dream was to set up cafs around the world to
implement their ideas of sustainable business which is friendly to the environment
and the local people. The focal point of their dream business is nature and culture.
The first ViaVia opened in 1995 in Leuven, Belgium. Up until now, there are 16
ViaVia stretched across 4 continents. Each ViaVia Caf bears its own unique
concept according to their particular local environment. Why they created the
name ViaVia was because it is used often as everyday language, for example
we came here VIA this road, or we heard about this place VIA my friend. In
Latin it means road. In Indonesian it means JALAN, which means to travel. ViaVia
offers a different way of exploring the country, which adds more dimension to
travelers journey. Here, they become more involved in the local daily life, more
into the culture and the people. As mentioned above, all ViaVia belong to the big
Living Stone group and all ViaVia share the same philosophy and logo. However,
every ViaVia has a different organizational structure according to the local rules
and restrictions.

1.3 ViaVia Travel Jogja

Indonesia was a very popular travel destination in the 90s. Jogjakarta was usually
one of the first stops for travellers on the Java-Bali route. Jogja is a very diverse
city, known for its rich traditional and contemporary art, music and culture. Mie
Cornodus alongside other tour-leaders for a Belgian company known for its

3
ViaVia Concept and FAQ, http://www.viaviajogja.com/world.php, accessed on 25.02.2014
adventurous tours and expedition was one of some people who thought of opening
ViaVia outside Belgium. They could see similar concept can be performed in other
places around the world. Mie came to Jogja in 1995 with the target of opening
ViaVia Jogja. ViaVia Jogja first opened in the 18
th
of December 1995.


Figure 1: Organigram, ViaVia Jogja


There are about 80 Indonesian employees including the freelance guides, working
at ViaVia Jogja. They are divided into different departments and most of them are
women.

ViaVia Jogja portrays women rights very clearly at its workplace. The majority of
their staff are women, and as well as the managers. Taking the issue of men being
overly represented in tourism industry and management positions, ViaVia Jogja
has been giving chances for women to be considered equally by making it a safe
workplace for women. The strong, dedicated and competent women have been the
heart and soul of ViaVia Jogja.

ViaVia Jogja has a very refreshing way of connecting with local artists; for
example, the wall in the ViaVia Resto is dedicated to young artists who want to
exhibit their work of art. Every 3 or 4 weeks the wall goes through a change to
display other work of other young artists. This has given so many opportunities
throughout the years for the artists to experiment and also a lot have succeeded
through this exhibition.


ViaVia Travel Jogja has a different way of offering experience to the travelers.
They offer tours by bicycle and also by foot. They let the travelers see more of the
culture in villages, which can hardly be reached by car or motorcycle. However,
since it is not always possible to reach all the touristic destinations by bicycle or by
foot, they work together with Trees4Trees
TM
creating Trees4Tours. ViaVia and
Trees4Trees
TM
support planting of trees by the local farmers to help raise the
standard of local communities. They plant 1 tree if 1 car is rented and if 2
motorbikes are rented they also plant 1 tree. Every traveler get their own specific
World Identifier Number (WIN) for each tree that has been planted for this tree,
therefore they can always trace the trees. The majority of ViaVia tour guides are
women; it is because they want travellers to have a different point of view about
the value of life, culture, and habit in the local communities through the eyes of
smart and independent women. Usually the tour guides in Indonesia are men.

ViaVia offers variety of touring options across the city. Mostly are more
adventurous and innovative than other tour operators. They use the non-
commercial way of travelling that, as mentioned above, includes bicycle, walking,
and culinary trips. This gives the opportunity for travellers to reach deeper to the
unseen and unknown areas of the city. They also get to taste delicious Indonesian
traditional foods after witnessing how they produce it. ViaVias destination
preferences are usually not so much popular touristic destinations, however there
are also very well known places on the list but the experience of getting to those
places are usually more challenging.

Besides being a tour operator, ViaVia also has a restaurant, guesthouse, fair-trade
shop, yoga, and it is also an event organizer. All is centered in sustainable
business.

ViaVia Jogja was the winner of 2013 Wild Asia Award: The Most inspiring
Responsible Tour Operator. Wild Asia Award is a social enterprise based in
Malaysia with the aim of building partnerships for conservation across South and
Southeast Asia. The 2013 Awards is the seventh year for the program, established
in 2006. The winners represent leaders in sustainability, which shows the world
that there can be positive force in the tourism industry. This can also be a big
influential and inspirational example of socially and environmentally responsible
companies.
4


1.4 Outdated tours

Even though ViaVia Travel already has a lot of unique tour destinations, there
havent been any significant changes throughout the years. There is not a lot of
new schedules or new trips offered. ViaVia Travel has been a successful business
in the neighborhood and in Jogja. It is the pioneer of more adventurous and
uncommon travel destinations that also supports green tour. A lot of other
organizations have been taking ViaVia as an inspiration; some even completely
copy their ideas from time to time. Sooner or later there will be competitors

4
Wild Asia Award, http://www.viaviajogja.com/travel.php?#wildasia, accessed on 25.02.2014
offering similar products to the customers, on their own way of marketing,
cheaper price, even worse they will put their tour offers on behalf of green tour
and might not actually understand the meaning of green itself. ViaVia needs to
differentiate themselves from their competitors. Being more innovative on the
tours and more informing about the green tour to the customers might be crucial
to keep the business strong.

Looking at the potential that Jogja, or Indonesia on a bigger scale has, there are
magnificent amount of places that can still be explored. ViaVia has a few tours
outside Jogja, but even in Jogja there are still a lot of places not so far away from
the city that are tremendously beautiful and worth visiting. Most of the people are
not aware of this. Tourists that come to Jogja usually only have the intention to
visit Borobudur and Prambanan temple, but if they go to ViaVia, they will be
offered so much more than that. However, it has always been the same in years.
Now, its time for a little cutting-edge change.

1.5 ViaVia Outdoors






2 Literature Study
2.1 Tourism Marketing
2.1.1 Tourism Definition

To understand more about tourism marketing, it is important to understand the
basic definition of tourism. These are the definitions of tourism according to
UNWTO (World Tourism Organization) and Oxford Dictionaries:

Tourism is a social, cultural and economic phenomenon which entails the
movement of people to countries or places outside their usual environment for
personal or business/professional purposes. These people are called visitors (which
may be either tourists or excursionists; residents or non-residents) and tourism
has to do with their activities, some of which imply tourism expenditure.
5


The commercial organization and operation of holidays and visits to places of

5
Understanding Tourism: Basic Glossary, http://media.unwto.org/en/content/understanding-
tourism-basic-glossary, accessed on 25.02.2014
interest.
6


Tourism is one of the fastest growing economic sectors in the world. It has
equaled or even surpassed oil exports, food products or automobiles. According to
UNWTO, in 2012, international tourism generated US$ 1.3 trillion in export
earnings. In 2014, UNWTO forecasts a growth in international tourist arrivals of
between 4% and 4.5%.
7



2.1.2 New Age of Tourism
8



According to some interviews of Anna Pollock, the founder of Conscious Travel,
tourism has grown remarkably since the war. The number of international visitors
travelling across borders reaches 1 billion, which is a phenomenal growth. Tourism
does a lot of good, such as bringing in foreign exchange to countries that need it
for their development, it creates job opportunities, it exchanges wealth from rich
to poor countries and in some cases it helps preserve the environment and the
culture. However, tourism is growing incredibly fast that she calls it Tsunami of
demand that waits out there, and that there are some negative consequences
that need to be taken account. Tourism produces a huge amount of waste. And
the challenge is that there is only one planet and there are many hotspots that
tourists want to visit that are special and different like Venice, Bali, Machu Picchu
where the number of visitors is probably greater than the capacity that the place
absorb. Now people expect to travel cheaply, where the cost of producing the
service is actually going up. The costs of protecting the natural and cultural
environment on which we depend havent been put in thought. Thats why we
need to come up with a new module that puts the value back into it. And that is
why its called Conscious Travel. To be conscious means to be awake, it also
means to acknowledge that there are some issues and that people need to start
thinking creatively and value the places we visit.

2.1.3 Marketing

Kotler defines marketing in two fields, social and managerial. Socially defined,
marketing is a societal process by which individuals and groups obtain what they
need and want through creating, offering, and exchanging products and services
of value freely with others. Managerial defined, it has often been described as the
art of selling products.
9



6
Oxford Dictionaries, http://www.oxforddictionaries.com/definition/english/tourism, accessed on
25.02.2014
7
Why Tourism?, http://www2.unwto.org/content/why-tourism, accessed on 25.02.2014
8
Pollock, A., Interview on http://vimeo.com/55612831 December 14
th
2012
9
Kotler, P., Marketing, Management, Millenium Edition, A Pearson Education Company, New Jersey,
2002, p7
Now that we already know the definition of tourism and marketing, we might as
well discuss about the meaning of tourism marketing, which is an essential topic in
this paper.

Tourism marketing is defined as an organized effort of the national tourist bodies
and/or the businesses in the tourism sector of an international, national or local
area to achieve growth in tourism by maximizing the satisfaction of tourists, the
tourist bodies and businesses expect to receive profits.
10


Referring to Alastair Morrison, tourism marketing is a continuous sequential
process through which management in tourism plans, researches, implements,
controls, and evaluates activities designed to satisfy both customers needs and
wants and their own organizations objectives.
11


2.2 Traditional Marketing
12


Referring to Schmitt, traditional marketing presents an engineering-driven,
rational, analytical view of customers, products and competition that is full of
untested and outmoded assumptions. He also stated that traditional marketing is
hardly a psychologically based theory about customers and how they view and
react to products and competition. Traditional marketing contains of those
advertisements typically correlated with marketing, such as billboards, flyers, and
television. These methods are effective in getting your name and your mission to
the public, but it is difficult through traditional marketing to reach the customers
deeper and to attain a personal touch with them.

10
The Definition of Tourism Marketing, http://www.ehow.com/about_6683884_definition-tourism-
marketing.html, accessed on 26.02.2014
11
Kendall Hunt Publishing Company. (2013). Tourism Marketing [PowerPoint slides].
http://www.slideshare.net/belletourism/tourism-marketing-17736288
12
Schmitt, B. 1999b. Experiential Marketing, Journal of Marketing Management 15(1-3): 5367.



Figure 2. Characteristics of Traditional Marketing
13


Schmitt described traditional marketing of four main characteristics, which are:
1. Focus on Functional Features and Benefits
Marketers assume that customers in a mixture of markets weigh functional
features in terms of their importance, trade off features by comparing them, and
select the product with the highest overall utility. Features according to Kotler
(1994) are characteristics that supplement the product's basic function, since it is
assumed that customers are able to differentiate one product to another
competitive product based on each companys offerings. According to Lancaster in
1966, individuals have different reaction to the same good because they gives
preference to the good attributes.
2. Product Category and Competition are Narrowly Defined
For a traditional marketer, competition occurs primarily within product and brand
managers. Traditional marketing separated concrete goods and services.
Therefore, it narrows the surrounding and also the competitors.

13
Schmitt, B. 1999b. Experiential Marketing, Journal of Marketing Management 15(1-3): 5367.
3. Customers are Viewed as Rational Decision Makers
As Engel, Blackwell and Miniard (1994) describe, problem solving refers to
thoughtful, reasoned action undertaken to bring about need satisfaction. All of
these years, customers decision-making has been forthright problem solving.
4. Methods and Tools are Analytical, Quantitative and Verbal
This type of analysis is used for assessing the monetary value of individual
functional features within a bundle of offers. To arrive at the result customers are
asked to evaluate several products consisting of product bundles and how much
they would be willing to pay for each one.
2.3 Experience Marketing

Experience marketing is a new approach to marketing. It is a more creative,
innovative, and more emotional way to get to the customers. It can create
emotions and deeper connection by making entertainment for customers, by
allowing them to escape from the reality, by educating them and giving them
aesthetic objects or places to see. Experience marketing is defined as any form of
customer-focused marketing activity. More people nowadays are searching for
meaning, happiness, sensations, new forms of fulfillment and core values, which
they often find in market offerings.
14,15

According to Schmitt, there are three phenomena in this new era of marketing
approach, which are:
1) The Existence of Information Technology
Nowadays, business is more and more driven by information technology. It also
means the media will transform, from print to voice, from sight to sound. This will
continue to grow within a few years. Consumer will get easier and cheaper access
to computing devices which can connect to anyone, anything, anywhere, real or
virtual.
2) The Supremacy of a Brand
Through the new era of information technology, information about brands through
all forms of media will be available in instant and globally. Things that traditionally
wont be considered as brands now are marketed as brands, such as schools, TV
stations, and medical practices. Nowadays people do extreme way of branding

14
Pine, B. J.; Gilmore, J. 1999. The Experience Economy. Harvard Business School Press, Boston, USA.
15
Fortezza, F.; Pencarelli, T. 2011. Experience marketing: specific features and trends. The Wish
Days case study, Journal of Marketing Trends 1(6): 5769. ISBN 978-2-9532811-0-2.
products. In this new era of brands, functional characteristic is not necessarily the
biggest value of a product, but it is now the generation to provide and enhance
costumer experiences.
3) The Universality of Communication and Entertainment
Since now everything is branded, companies are getting better at communicating
and entertaining their customers. Everything now is customer- and community-
oriented and is about stimulation and connection, mostly with bright colors.
Traditionally, communicating would only be one way. Now, costumers can directly
communicate with the company itself.
16


2.3.1 Multimedia Marketing
On the texts above, we have discussed about marketing. Before go to multimedia
marketing, its essential to know the meaning of multimedia. Multimedia is no
stranger in the world of new marketing era. These are some of the definitions of
multimedia:
"Multimedia is the combination of a variety of communication channels into a
coordinated communicative experience for which an integrated cross-channel
language of interpretation does not exist" (Elsom Cook,2001).
17

"... multimedia can be defined as an integration of multiple media elements
(audio, video, graphics, text, animation, etc.) into one synergetic and symbiotic
whole that results in more benefits for the end user than anyone of the media
elements can provide individually" (Reddi, 2003).
18

The number of people watching videos, listening to audio, participating on
webinars (website seminars), and other interactive activities online has
skyrocketed in these recent years. There are ways of using multimedia on your
website to improve your image which can lead visitors into costumers. There are
two things to keep in mind about multimedia. Firstly, everyday is getting less and
less expensive to create a video (another form of multimedia, which we will
mention later on). It is becoming very easy and accessible to create good video or
pictures. Secondly, because its become very easy, a lot of people are using
multimedia to market their product, but a lot of people are doing it wrong and with
low quality. Other people would think there is no space on the Internet or

16
Schmitt, B. 1999b. Experiential Marketing, Journal of Marketing Management 15(1-3): 5367.
17
Mishra, S., 2005, Interactive Multimedia in Education and Training, Idea Group Publishing:
London, United Kingdom
18
Mishra, S., 2005, Interactive Multimedia in Education and Training, Idea Group Publishing:
London, United Kingdom
multimedia world because nowadays everyone else is also doing it or even
promoting the same stuff you are. Therefore, people always have to have their
own differentiation and uniqueness.
19


2.3.2 Videography

Video is the integration and abstraction of the primary art forms (visual, aural, and
conceptual) into a secondary integrated whole, an artistic work experienced
conceptually, and perceptually simultaneously. Its image (visual), music (aural)
and story (conceptual) all rolled into one. It allows you to generate instant
emotional connection with an audience. That is why the video you create must
achieve that instant emotional engagement, otherwise you risk turning off
potential influencers and customers.
For branding, video is extremely important. It is able to recreate face-to-face
experience with someone, better than only using audio, image or text. Through
physical and verbal expression, such as movements or recorded images, we can
display the truth of who we are and our identity better. This way is more human
than only through image, audio, and text.
Professionalism can also be perceived through high quality videos. If a company
has the time, money and skills to create videos with high quality, they are often
seen as a legitimate business with a genuine interest in providing a great service.

20

Phil Nottingham, the chief meme generator of Distilled, described on his slides the
three main goals for video (see figure 2).






19
saviolopez77 , "Multimedia Marketing", YouTube, YouTube, 20.08.09
http://www.youtube.com/watch?v=Roux8yIdlQ8, accessed on 27.02.14
20
Nottingham, P., 2011, The Distilled Guide to Online Video Marketing, retrieved from
https://www.distilled.net/wp-content/uploads/the-distilled-guide-to-online-video-marketing.pdf
accessed on 10.03.2014









Figure 3. Three Main Goals for Video
21

A brief description of the above figure:
1) Conversions and traffic
a) Videos should be able to help sell a specific product or service
b) A user who watches an online video is twice as likely to convert and spends
9,1% more money
c) Videos provide soft way of selling products, but hard facts are given, so it
will build empathy to the customers

2) Brand awareness
a) Make a creative story attached to your brand
b) The content should be purely informational
c) Relevant to audience who are unfamiliar with your brand
d) Measure the user engagement, not the views
e) The quality should be consistent to boost overall rankings

3) Links and social shares
a) Using a video as a part of creative page type
b) Create videos that others would gladly embed or share on the social media
These three main goals altogether if applied on video making will result a strong
video marketing strategy.

21
Nottingham, P., (2013), Building a Winning Video Marketing Strategy [PowerPoint slides], retrieved
from http://www.slideshare.net/philnottingham/building-a-winning-video-marketing-strategy-
mozcon-2013


Links and
social
shares


Conversions
and traffic





Brand Awareness
2.3.3 Social Media Marketing


Before going deeper into the definition of social media, we need to understand two
basic concepts that conjugate the term social media. Managers and academic
researchers seem to differ on how social media differ from interchangeable related
concept web 2.0 and User Generated Content.
Web 2.0 is a series of technological improvements, like new features and
functionality that was not available in the past. The term was first used in 2004. It
describes a new way in which software developers and end-users started to utilize
the World Wide Web (www); that is, as a platform whereby content and
applications are continually modified by all users in a participatory and
collaborative fashion.
2223

A growing number of travellers nowadays are altered by user-generated content.
User Generated Content (UGC), also known as consumer-generated media (CGM),
is the means by which people use social media. It refers to any material created
and uploaded to the Internet by non-media professionals; the way they share
ideas and collaborate. The contents include photos, videos, blogs, and such that
they share publicly. User generated content is quickly becoming the source for
credible travel information.
2425

Social Media is a group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, and that allow the creation and
exchange of User Generated Content. Social media encompasses the idea of
allowing many users Internet access for sharing, collaborating, and updating web
content.
2627

Travellers use social media to help plan their trips; this trend is growing. Various
kinds of social media have become useful for companies and become important
tools in the communication. The new era of social media has become the most

22
Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business Horizons, 53, 59-68.

23
Web 2.0, 2008, http://www.techterms.com/definition/web20, accessed on 28.02.2014

24
Lange-Faria, W., & Statia, E. (2012). Understanding the role of social media in destination
marketing. Tourismos: an International Multidisciplinary Journal of Tourism, 7(1), 193-211.
25
User Generated Content, Social Media, and Advertising - An Overview, 2008,
http://www.iab.net/media/file/2008_ugc_platform.pdf accessed on 27.02.2014
26
Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of
Social Media. Business Horizons, 53, 59-68.

27
Lange-Faria, W., & Statia, E. (2012). Understanding the role of social media in destination
marketing. Tourismos: an International Multidisciplinary Journal of Tourism, 7(1), 193-211.

promising way to reach new customers. Marketing on the social web means to
adopt a completely new way of communicating with an audience in a digital
environment. Instead of continuing as broadcasters, marketers should become
aggregators of customer communities. It is not about broadcasting marketing
messages to an increasingly indifferent audience. Instead, when marketing to the
social web marketers should participate in, organize and encourage social
networks to which people want to belong. Rather than talking at customers,
marketers should talk with them.
28

Some sites are devoted specifically to image-sharing, such as Flickr, and some to
video-sharing, such as YouTube. YouTube has grown dramatically over the past 5
years and it serves 10 billion videos a month to U.S. viewers alone (Weber 2009).
At the same time the market of online video is constantly changing. Kaplan &
Haenlein stated that every minute, 10 hours of content were uploaded to the
video-sharing platform YouTube. The image hosting site Flickr provided access to
over 3 billion photographs, making the world-famous Louvre Museums collection
of 300,000 objects seem tiny in comparison.
29


2.4 BRAND AWARENESS

If you had a company, you would want to increase sales and income of that
company. Thats where brand awareness plays the role. Brand Awareness can play
a major role in purchasing decisions. Ideally, you want to attract new customers to
your products and encourage repeat purchases. Brand awareness refers to how
aware customers and potential customers are of your business and its products.

Brand awareness is considered one of the key pillars of a brands consumer-based
brand equity.
30
It is associated with the strength of a brand node in memory, as
reflected in a consumers ability to identify the brand under different conditions.
31

Brand awareness is measured according to the different ways in which consumers
remember a brand, which may include:

1) Brand recognition: which means that the customers has been exposed to the
brand as having seen or heard the brand before
2) Brand recall: when given a relevant cue of the brand, the customers are able

28
Weber, L., 2009, Marketing to the Social Web, John Wiley & Sons , Inc., Hoboken, New Jersey
29
Kaplan, A., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunit
ies of Social Media. Business Horizons, 53, 59-68.
30
Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York
31
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of
Consumer Research, 29 (4), 595 560.
to retrieve the brand from the memory
3) Top-of-the-mind brand: which means the first brand that comes to mind and
recall whenever the customer is given a classification of the brand
4) Dominant brand: The ultimate level of awareness when customers will only
come up with one brand name.
12



According to Rossiter and Percy, brand awareness is the essential first step in
building a brand, but not only that, brand awareness is also about the colour,
shape of the packaging or other associated distinctive brand features, not always
about the brand name.
32
Therefore, as Aaker has assumed that it is constantly
becoming more challenging to create brand awareness, with the amount of new
media forms that have developed and that are likely to develop in the future and
that the winners in the battle of raising brand awareness will be those who are
able to coordinate their branding messages through all medias.
12

To improve brand awareness, you need to create informational content valuable to
your target community by creating a fantastic and engaging advertisement for
your company and service and build out some extremely creative pieces that will
generate buzz as a consequence of the creative value. Eventually, youll want to
be uploading such content on YouTube and social sharing sites, where it will get
noticed by people, so you should also consider what kind of content will work
specifically well for those forums and communities.
33

















32
Rossiter, J. R., Percy, L. and Donovan, R.J. 1991. A better advertising planning grid. Journal of
Advertising Research 31,11-21.

33
Nottingham, P., 2011, The Distilled Guide to Online Video Marketing, retrieved from
https://www.distilled.net/wp-content/uploads/the-distilled-guide-to-online-video-marketing.pdf
accessed on 10.03.2014

3 Experience Marketing Plan ViaVia Outdoors Jogjakarta

3.1 ViaVia Travel Analysis

As mentioned in point 1.3, ViaVia Travel Jogja offers more adventurous and
innovative tours than other tour operators. They use the non-commercial
way of travelling to differentiate themselves from their competitors.

The clients of ViaVia Travel are mostly international tourists. This tour
operator is indeed, aimed for foreign travellers. Some, but not many locals
go to ViaVia to try the outdoor tours like bicycle trip, rafting, and such. They
will choose these kinds of tours rather than the typical touristic destinations
that ViaVia offers.

The prices that ViaVia offers vary between Rp110.000 to Rp800.000 per
person (6,8 Euros to 50 Euros). The prices of trips outside Jogja vary
between 325 Euros 600 Euros. Some of the higher prices above include
car or motorbike rents. The price is quite reasonable since as mentioned in
point 1.3, ViaVia works together with the Trees4Trees
TM
. Each car or
motorbike rent, Viavia with the help of Trees4Trees
TM
will plant one tree.

Viavia is located at Jalan Prawirotaman, a very touristic location in the south
of Jogjakarta. It is close to the famous Parangtritis Beach and the heart of
Jogja, which is called Malioboro and Keraton Jogjakarta.

The employees at ViaVia are very passionate people. At the shop itself there
is a strong presence of the workingwomen. Most of the staffs are well
educated. Some of them speak different languages, such as German and
Dutch. Being able to speak English is a must there. The communication
between the employees and the clients is one of their strong points.
Since tour operating is a non-tangible or homogenous business, it is
important to have high quality services. Tour operators sell the trips, not
tangible products. The providers of this service need to know how to serve
customers in the most satisfying way possible.






3.2 Problem Statement (content gap analysis)

3.2.1 Traditional Approaches in ViaVia Travel Jogja

ViaVias way of marketing its services are rather traditional. They mainly use
brochures and posters or get published in magazines and articles. They still write
their outgoing records and schedule on a whiteboard. Their work at the store is
rather ineffective and inefficient. They dont use many of the newest technology,
which can improve their working efficiency.
Some of the potential customers are not reached because some marketing
strategies and trends are not being used. The concept at the store is great, but
they dont offer much experience to the customers. There is so much potential at
ViaVia Travel to improve and to create a better experience for the customers. The
lack of understanding and knowledge of operating the newest technology has been
an obstacle in the business. There is no particular person who takes care of this at
ViaVia. The lack of multimedia or social media involved in this company has
latched the customers on the knowledge of what Jogja has and what ViaVia offers
before they travel this city.


3.3 Problem solving idea (form idea development)

There are two kinds of experiences. Firstly, it is the experience it self. Those are
the tours that ViaVia offers, for example, rafting and bicycle trip.
Secondly, it is the marketing experience, which is used to promote a good or a
service.
Regardless on the nature of the experience, two of these things remain the same;
experiences should be personal and memorable. Two persons cannot perceive an
experience in the same way. Experiences create memorable events.
To solve the problems as mentioned in point 3.2.2 it is crucial to take actions
based on experiences.
First of all, the outdated Tours can be solved if ViaVia comes up with new original
tours and a strong branding strategy. This can help ViaVia to get more customers,
to have an easier time selling and to satisfy them according to the experience of
the tours itself.
Secondly, to move from traditional to new approaches in marketing it is important
to be updated by the newest trends, approaches and techniques new ways of
reaching people.

3.4 Content Creation
Show the experience as real as possible
Make travel videos about each tour


3.4.1 New ViaVia outdoor tours
3.4.2 Customers Profile




4 Experience Video Marketing Plan for ViaVia Outdoors

1. Generating ideas
During my internship, ViaVias team and I gathered together at least once in
a week. We often brainstorm together to generate ideas and solve the
problems.
Content Gap Analysis
As mentioned in point 3.2, the main problems are the outdated tours and
traditional marketing approaches.
With these, we recognized that people often struggle to make decisions
about choosing the tours. With only the brochures to give them descriptions
of the tours, it is hard to give them the exact idea of the tours, which can
lead them to have lower or higher expectation of it. Whether the tours
would fit in or not with what they have in mind, may have an influence on
their satisfaction level.
What do people care about when they join a tour? How can we help them
make a better decision in choosing their tours at the ViaVia? What might
work in ViaVia Jogja? These are things that were questioned during our first
meetings.

Form Gap Analysis
Once weve identified what the gaps were, we had to have a good idea in
the making.
This time we brainstormed about choosing the right form and ideas that we
could use to work it out. We couldnt imagine our idea having impact in any
other form than video. We wanted to combine imagery, text elements and
audio in our concept. These are the tools that help establish an emotional
connection with the customers. We wanted to have a video of each tour we
offer. We also discussed about how these videos would look like. First
person point of view shots are film scenes that show what the person is
looking at (represented through the camera). This is the best way to show
potential customers, what they can expect from the tour through the
experience of someone else.

Work Out What We Want to Achieve
The core purpose of this content is to achieve brand awareness.
Developing the Idea Who is your target audience?
a. Branding
To improve brand awareness, we need to create a great engaging ad or
short video for ViaVia Tours, build out of some pieces of each tour video
that will create informational content valuable to our target community.
Invariably, well to be putting such content on YouTube and social sharing
sites, where it will get in front of the most eyes.


2. Creating great content
In order to succeed and create better brand awareness, the quality of the
videos needs to be exceptional.
The following section is the parts that we discussed about for the creative
production process.
Defining a subject and theme
Subject = ViaVia Outdoors Jogjakarta Theme = discover the adventure.
Its all yours to explore.

By defining a subject and theme, it gives us assurance that the creative
process of this project is driven towards delivering the aims we described
during the creative brainstorming and content gap analysis earlier.

Determining level of production quality required
The style of the videos are promotional and informational. Therefore it
crucial that the visuals has the highest quality production with a variety of
shots and angles. Some of the audio tracks that we used were downloaded
from websites that offer free-copyright music. We also selected a few
professional music tracks from a Belgian DJ Duo Jetlag.
Determining the style of shots and imagery
o Its a fun and thrilling live demonstration and performance of tour
activities combined with animated texts on the videos. For example:
The Bicycle Trip From Borobudur to Prambanan video shows what the
customers will experience during the trip.
o Dalam video itu ada performance n demonstration
Editing
o Program:
Final Cut Pro X on Mac OS
After Effects: For animating Texts

Goal: The goal behind ViaVia Jogja tour videos is to help establish an
emotional connection with the customers and its really to help them make a
better decision.


3. Technical implementation (Launching your videos)

a. Hosting - On what platform you serve your content

Interactive Multimedia screen (In the store)
One of the implementations that we did was putting an interactive multimedia
screen in the store. The touch-screen device that we use is called iPad. The iPad
connects to a HDMI cable that is attached to a flat-screen TV. We inserted all the
travel videos inside the iPad for the customers to access. After they pick one
particular trip they are interested in, they might as well select the video of that
particular trip on the iPad, and it will directly play on the flat screen TV in front of
them. This will create better understanding of the services that ViaVia offers,
hence will generate better assurance of the purchase decisions. Usually after
seeing one particular video, the customer would want to see other videos, and this
can bring into more buying decisions.
Interactive multimedia programs make the learning process active, instead of
passive. It ensures that the users are doing, not just simply watching.
34

Handheld digital displays allow the consumer the greatest ability to gather
information about a companys products or services. It can influence the
consumers buying decision. Smartphones also allow the consumer the ability to
purchase products and services once they have made a decision. According to
Peter Rivera, VP and Executive Creative Director at Infusion that by giving the
consumer control and by helping customers help themselves through advanced
technology, brands can create environments where consumers can actually sell
themselves at their own pace.
Keith Kelsen, from Digital Signage Today believes that consumers are looking
for an experience that is seamless. The seamless experience of the future requires
technology, and everyday there is new innovation. But to truly be successful, or to
have increased sales by loyal customers, you need an integrated marketing
strategy. Customers will be able to tell whether or not your approach is
meaningful. That is why the contents you choose have to engage them in a
meaningful way, regardless the platform you choose.
35


34
STEMLER, L. K. (1997). Educational characteristics of multimedia: A literature review. Journal of
Educational Multimedia and Hypermedia, 6(34), 339 359.
35
Tennyson, S., 2014, Effective Use of Digital Screen Media,
http://www.sundoginteractive.com/whitepapers/ShawnTennyson_WhitePaper_final.pdf, accessed on
04.03.2014


YouTube
In addition to putting the videos on the iPad, we also uploaded our videos on
YouTube. By uploading it on YouTube, it gives better and easier access to
customers who want to engage to ViaVia Outdoors videos more often. We are
also hopeful that people watching our videos share them on other social media
platforms such as Facebook, Twitter and so on. This will widen the impact that
can help the videos go viral, which might also increase the number of new
potential customers.
According to a report by Social Media Industry in 2013 with marketers as
respondents, a significant 69% of marketers plan on increasing their YouTube
marketing. Three years in a row, YouTube has been the number one media
channel utilized by marketers.
36

To go viral, YouTube is an important platform to go to. It should be seen primarily
as an avenue for branding, reputation and notoriety. Even when you intend to
build your content on other platforms, you should always be creating some
content on Youtube.
37

To get the current or potential customers to think of you, the key is to provide
truly useful information. This helps give your company the authority of this topic.
What you should remember is to remind the customer who you are and how they
can contact you, by putting an information of your website address and phone
number at the beginning and the end of your video or during the course of video.
38

In order to get more views, there are ways to optimize YouTube videos:
39

1. Upload each YouTube video with keywords in the file
name.ViaViaOutdoors.mov is a much better file name than sequence-1.mov
2. Pick the most attractive thumbnail for your video. After your YouTube video
is uploaded and processed, YouTube will give you three options of thumbnail
images. There are also ways to upload your own desired thumbnail picture
that can easily be learned on the site.
3. The video title should be appealing, spark interest and target appropriate. It

36
Stelzner, M.A., 2013, How Marketers Are Using Social Media to Grow Their Businesses: 2013
SOCIAL MEDIA MARKETING INDUSTRY REPORT,
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf, accessed on
05.15.2014

37
Nottingham, P., 2011, The Distilled Guide to Online Video Marketing, retrieved from
https://www.distilled.net/wp-content/uploads/the-distilled-guide-to-online-video-marketing.pdf
accessed on 10.03.2014
38
Miller, M., 2011, YouTube for Business, 2nd edition, Indianapolis, Indiana: USA
39
Nottingham, P., 2011, The Distilled Guide to Online Video Marketing, retrieved from
https://www.distilled.net/wp-content/uploads/the-distilled-guide-to-online-video-marketing.pdf
accessed on 10.03.2014
should also be honest.
4. Put the link of your site on the description box. Most importantly it should
consist a naked URL (e.g. http://viaviajogja.com). This allows customers to
travel directly to your website.
5. Upload a Closed-Caption file (subtitle or transcript) on your video. If you
work in multiple markets across different languages, you can upload several
closed caption files, each for a different language and target demographic.
This also allows people with hearing disabilities to have access to the
videos.

Own Website

Of course after all the steps above are done, we need to update our
website. Since all other information about ViaVia is displayed on the
website, aside of the videos, the appearance and information on the website
also need to be renovated.
To embed videos on your website is as easy as copy pasting it. This is how
we did it:
a) Simply open YouTube and choose the video you want to display on your
website.
b) Click the Share button
c) Click the Embed button
d) The HTML code will show. It is something like this

<iframe width="560" height="315"
src="//www.youtube.com/embed/mIU9JXSsoYk" frameborder="0"
allowfullscreen></iframe>

e) Choose your video size that you want to display on your site. It is right
under the HTML code
f) Copy your HTML code
g) Paste it on the page you want it to be displayed. Usually by using FTP client.
h) Save changes and view it on your browser!

4. Integrating with the wider marketing plan

a. Social Media
i. Facebook

ViaVia already has a Facebook account, but to expand it more,
we needed to renovate the page. Buy simply adding high
quality pictures and videos already made a difference to the
page. Not only we want people to like the page, we actually
want to embark them on ViaVia Outdoors journey through high
quality videos. Since nowadays Facebook is used daily to
interact with other people, building great and relevant content
on Facebook is a good way to get people more engaged to
ViaVia. Assuming that people will like what we offer, they
might as well share and embed the video on their own
Facebook page. If this happens, other friends of those people
can also share it on their Facebook page, which makes this a
chain effect. This will make it go viral.

Facebook offers tour operators the ability to identify expected
travelers and communicate directly with users. In 2012,
Facebook reviews showed how passionate Facebook users are
about sharing their travel experiences. It showed that the top
stories people shared to their Facebook timelines by users was
travel experiences, it was as big as 42%. That was more than
double that of the next category. In this evolving era of digital
marketing, it is obvious that consumers want to share their
travels with others. This is what tourism marketers need to
understand about, which is the travellers behavior. If tourism
marketers already get this, then it is easier to generate
awareness, inspiration and visitation. Choose the stories you
want to give through status updates, photos or videos. Photo
albums, pictures and videos generate 180%, 120% and 100%
more engagement respectively.
40



5. MEASURING SUCCESS
a. Brand Awareness
i. Video Views

The measurement of increased awareness of our brand can be
seen through how many video views we get. However, there
wasnt enough time to deeply analyze it during the short period
of time of my internship. Moreover, the launching of this
implementation of video on multimedia screen in the store was
held only a few days before my departure back to Brussels.
Therefore, the video views conclusion cannot be indicated in
this thesis.


40
Facebook Marketing for Tourism Organizations,
http://www.mmgyglobal.com/media/1482276/facebook_marketing_for_tourism_organizations_-
_mmgy_globalv2.pdf accessed 05.06.2014


ii. Social Media Metrics

Social media metrics allow us to understand deeper the needs
of our audience. These metrics can show how successful we
are in achieving our target likes, shares and views. However,
as explained above, there wasnt enough time for us to
compare deeper so the result can be obtained. Nonetheless,
the explanation bellow will display how to measure results.

YouTube
41


YouTube offers free analytics that allow you to track likes and
dislikes, shares, audience retention and how many new
subscribers you gain. It helps you understand what's working
and what isn't with your video marketing efforts. YouTube
offers three simple ways of analyzing your results:

1. YouTube Demographics Report

Lets you know which gender and age group is viewing your
videos
A resource that can help measure whether or not you are
effectively communicating your message to your target
audience

Figure 4. YouTube Demographic Report

41
Guerrera, D., 2013, Inbound Marketing: How to Enhance Your Marketing Videos With Analytics,
http://blog.hubspot.com/blog/tabid/6307/bid/29862/How-to-Enhance-Your-Marketing-Videos-With-
Analytics.aspx accessed on 05.08.2014
2. YouTube Views and Sources Report
42


Tracks the number of views and its sources each week
Track the number of likes and subscribers
Reveals if your video is gaining more exposure on YouTube or
being embedded on other social media platforms




Figure 5. YouTube Views and Sources Report

3. YouTube Audience Retention Report

Measures audiences level of engagement
See specific points in your videos when viewers lose interest
and stop watching your videos
Measures the effectiveness and quality of your videos
Helps you understand where your video needs improvement
Compares your audience retention/engagement to other
YouTube videos of the same length

42
Guerrera, D., 2013, Inbound Marketing: How to Enhance Your Marketing Videos With Analytics,
http://blog.hubspot.com/blog/tabid/6307/bid/29862/How-to-Enhance-Your-Marketing-Videos-With-
Analytics.aspx accessed on 05.08.2014
Knows how your content is performing compared to
your competitors.


Figure 6. YouTube Audience Retention Report
43




Facebook
Recently, Facebook has updated its page analytics. In the new update, Facebook
has now broken out PTAT (People Talking About This) into elements that will be
reported separately as Page Likes, People Engaged (the number of unique people
who have clicked on, liked, commented on, or shared your posts), Page tags and
mentions, Page check-ins, and other interactions on a Page. This change is very
important for marketers. Now we will be able to share greater content because we
have clearer and better idea of what our audience enjoys.



43
Guerrera, D., 2013, Inbound Marketing: How to Enhance Your Marketing Videos With Analytics,
http://blog.hubspot.com/blog/tabid/6307/bid/29862/How-to-Enhance-Your-Marketing-Videos-With-
Analytics.aspx accessed on 05.08.2014