Presentación de Hans Embacher, Gerente de Farm & Holidays (Austria), sobre Branding en Turismo Rural / Green Tourism, que tuvo lugar el 21 de febrero de 2013 durante la celebración del IV Congreso Internacional de Turismo Rural Reyno de Navarra en Pamplona.

1. Branding in rural/green tourism
–
the power of cooperation
Presentation at the Internat. Congress on Rural Tourism of Navarre
Kingdom, Spain
Pamplona, Feb. 21, 2013.
Hans Embacher
Austrian Farm Holidays Association
Gabelsbergerstraße 19
A-5020 Salzburg
h.embacher@farmholidays.com

4. CAR 1 CAR 2
Air conditioning Air conditioning
Leather equipment
Reverse camera
Navi-System + DVD

5. CAR 1 CAR 2
Air conditioning Air conditioning
Leather equipment
Reverse camera
Navi-System + DVD

6. „Real brands are in the head,
and if they are not in the head,
they are nowhere!“
Andre Heller
(Austrian media artist)

7. Elements of a sucessful agritourism strategy
• Organisation and cooperation
• Training, consultancy and information
• Branding
• Quality
• Theming, special interest
• Marketing

8. Example 1: Rural tourism brands in Germany

10. Example 2: Rural tourism brands in Austria

12. „In the long run you can only be successful,
if you know the reasons for your success“
Rupert Lay
Brands should know and
communicate the reasons for
their success

13. HoF – Emotional images in the mind

14. HoF – Emotional images in the mind

15. HoF – Emotional images in the mind

16. HoF – Emotional images in the mind

17. HoF – Emotional images in the mind

18. Do you really know
who your target group is?

19. countries of origin
basis: category „private + appartements on
farm“, bednights
Rest Austria
21% NL
5%
B/Lux/F
Vienna
2%
9%
Italy
1%
CH
1%
other
5%
Germany
56%

20. Decisive arguments for choosing a farm (from: guest survey)
Entscheidungsgründe
Welche Gründe waren ausschlaggebend, sich für Ihren Urlaubsbauernhof zu entscheiden?
UaB Anfragestudie 2009 arco GmbH, Klagenfurt

21. Farm Holidays in Austria
The target groups 2012
We reach well informed, highly educated, experienced
travellers

22. Dominant Sinus Milieus 2012
Target Group Families with children (Basis: Farm Holidays-Enquiries)
1
Oberschicht/ Sinus B1
Etablierte Sinus C12
Obere
Mittelschicht 145 Moderne
Sinus A12 Sinus B12 Performer
Konservative Postmaterielle 113
106 117
2
Mittlere Sinus B2 Sinus C2
Mittelschicht Bürgerliche Mitte Experimentalisten
104 86
Sinus AA
Ländliche
90 Sinus A23 Sinus BC3
3 Traditionellen Hedonisten
Untere 81 62
Mittelschicht / Sinus B3
Unterschicht Konsumorientierte Basis
75
© Sinus Sociovision
Soziale A: Traditionelle Werte B: Modernisierung I C: Modernisierung II
Lage Pflichterfüllung, Individualisierung, Genuss, Experimentier-
Grund- Ordnung Selbstverwirklichung freude
orientierung

24. Brands should create clarity in the business
(farm holidays: in the organisation)
The brand
Farm Holidays in Austria

25. task: marketing Organization task: development
and training
target: visitor & Partners
target: providers
Austrian National Holidays on the Austrian Chamber of
Tourist Office Farm Agriculture / ministry
9 provincial 8 prov. asso. Holidays 8 Provincial Chambers
tourism organization on the farm of agriculture
town and regional town and regional pools regional chambers
tourism organization of renters of agriculture
Hotels,inns,room renters, Holiday Farms (all) farms
B&B`s and others

26. Or ga ni s a t i on-
Br a ndi ng
de ve l opme nt

27. Communication-strategy & regulations
Brand Communication
goals
Communication patterns
Arguments for the brand
Product-specific communication
Province/Region-specific communication
Planning of action / marketing plan
Brand communication – points of contact

28. Branding should be stable and long-term
… oriented on the core-values and
–strengths of the business

29. Strategic success-logic ® of holidays on the farm
Ambassabor of the
farming world
The specialist for holidays THE specialist for
Uncomplicated on the farm: holidays on the
and fair farm
The most attractive, quality
proven holiday offer of farms
from all regions of Austria
Familiar Happy holidays on
Hospitality the farms
Country living

30. Brand-rules protect from deviations from the
success pattern
Objective with the guest:
Recognition and trust

35. Strong brands give security and stand for
proven quality
The brand energy comes from the service,
from the performance, not from the slogan!

36. Farm holidays in Austria: Quality classification
• Classification since 1993
• 1993-96: emphasis on facilities (hardware)
• 1997-2000: emphasis on services (software)
• 2001- : equal emphasis on three areas
* farm quality
* facilities quality
* service quality

44. The result

46. Brands create added value

49. Branding in marketing campaigns
Brochures
Special interest
Internet
Cross marketing campaigns
Advertisements
Sales channels

59. Business cooperaton super market
chain: SPAR / Eurospar / Interspar
Action: Kids cooking for kis (charity for SOS-Kinderdorf); Rezeptwettbewerb;
Gewinnspiel; Ankündigung: Flugblätter (Aufl. 2,4 Mio.), Internet spar.at,
Presseaussendung;
Action: Promotion for super market-staff (1.270 Mitarbeiter); Ankündigung:
Mitarbeiterfolder, Spar-Akademien;
Action: Radio Ö3 Picknick (Wien, Linz, Salzburg), Hauptgewinn: 1 Woche Urlaub
am Bauernhof; Ankündigung: Produktion Leporello (Aufl.), werden aufgelegt in allen
österr. SPAR-Märkten (1.500), beim Picknick, Internet, Radio, etc.

60. Cooperation with Austrian
NTO
Schaltplan Printanzeige:
Süddeutsche Zeitung Magazin / 5.6.2009
Welt am Sonntag Icon / 29.3.2009
Welt am Sonntag Icon / 26.7.2009
Zeit-Magazin LEBEN / 6.8.2009
Handelsblatt / 15.5.2009
Reichweite: ca. 32 Millionen Leser

62. The brand has to come into life!
(from the marketing-/advertising department)

63. The points of contact (example: holidays on the farm)
Farm Products Host-family Events Press reports
Reception Room/Appart. Correspondance Internet-Sites Fairs Brochures
A brand meets its customers in many places.
Only in these places of contact it shapes its profile!

67. Summary: Strong brands ...
• give security
• facilitate decision making
• allow identification and self-presentation
• call learned images – create familiarity
• are positive prejudices
• minimize the risk for disappointment
• stand for values - give orientation
• stand for controlled quality
• create trust in unknown products and services
• create repeat business

68. The outcome
Results 1991-2012

69. Farm Holidays in Austria
Result of a branding strategy 1991-2012
Ø Turnover/
Ø Price in € Occupancy rate (bednights) bed in €
3315,60
1720
100 108
90 1179
30,7
13,10 17,20
+31% +134,3% +11% +20% +46% +181,2%
1991 / 1999 / 2012 1991 / 1999 / 2012 1991 / 1999 / 2012
Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2012 – 177,8 (Source: Statistik Austria)

70. Thank you for your attention!