How To Influence People To Love What You’re Selling: Jules Lund
“People influence people,” said TRIBE founder Jules Lund, chatting to the 250-strong crowd at Travel DAZE last week.
And in terms of marketing and getting your customer’s attention, he says it all “comes down to how much you influence those people”.
“Why do we still use actors in advertising?” he asked. “We don’t know them, we don’t trust them – therefore they hold very little influence over our purchasing.
“We have an opportunity ahead of us and it’s time to recalibrate the industry.
“You’d be amazed how often we talk in referrals,” Lund continued.
“Whether it’s ‘You’d love this wine’, or ‘Have you seen Game of Thrones’, or ‘Have you been to Messina?’”
Lund said a “global media revolution” occurs about every 50 years, meaning we’re at the forefront of a game-changing era for travel in particular.
“We are quite fatigued of advertising,” Lund said. “Whether it’s a pop up ad or other forms.
“Last year there were 200 million downloads of ad blockers. It’s the issue around pre roll ads that follows another pre roll. Not only are brands losing trust with their audience, they’re irritating them!
“You have to ask yourself, are we balancing it out with what the message is once we’ve stolen consumer’s attention?
“As far as I see, it comes down to this: we are all consumers and we are all creators.
“There’s no greater endorsement than picking up something and buying it with your own money.
“Look at the iPhone 6 campaign of the ‘shot on iPhone’ photos. Think about the amount of pictures in your photos that actually celebrate your favourite brands.
“Instagram launched four years ago, and converted 400 million people to not only capture their favourite moments but to share them with each other.
“And Snapchat will start a whole new generation of video producers.
“Advertisers are buckling under the pressure of producing all these ads themselves.
“A few years ago, you only had to produce a handful of ads and visual assets, while now, when brands own numerous channels, you have to update these every few days.
“We’re in that content crisis where we just grab advertising ad or billboard and shove it into a social space.
“We have a growing audience and we have advertisers willing to spend money to reach them, so why are we in a content crisis?”
Lund said it comes down to what he believes is the newest trend to rock the boat: citizen marketing.
“Who better to create content that users will love than the users themselves? Citizen marketing thrives on social media not socialite media.
“Technology took a while to catch up, but now it’s enabled you to empower your consumers to become creators, so you can pay them to create content that celebrates your brand and share this with people who trust them.
“There’s no reason why you’d be in an environment where you don’t have enough content.
“This is the future of marketing in every category, especially travel, because it’s so beautifully visual and there’s an inspiration that encourages users to create.
“It’s now more economical to fill a campaign with real people than it is to fill a campaign with actors,” Lund concluded.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
-
Latest comments
Latest News
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.
European Waterways targets multi-generational families with ‘floating villa’ deal
The jury is still out on whether spending a week on a 'floating villa' with family is a hell or a paradise.
Luxury Escapes launches ‘sail away’ sale
Rest assured, you'll be getting your 'sails' and 'sales' mixed up for the rest of the day.
Rex-owned National Jet Express adds weekly charter between Brisbane and Orange
This is for mining and civil contractors, so please, put your holiday attire away.
Let the games begin. Viking introduces eye-watering benefits for the industry’s top 10 advisors
Did someone say 'trip to Venice'? Hold my coat, this one is far too good to miss!
Best friends or frenemies? What is the REAL relationship between sales and marketing?
We can all stop fighting over the corner office because our mothers were right - we are all important in our own way.
The Walshe Group Announces Two Key Appointments
What we really want to know is whether they got joint or separate welcome parties.
FAMIL: Agents explore the delights of Mauritius on 7-day tour
Go green with envy as you read this fabulous itinerary! Time to book that second honeymoon.
Hamad International recognised as world’s best airport at 2024 Skytrax World Airport Awards
Hamad airport is so good it is almost considered a destination in itself. Ballina, up your game.
Saudi Arabia highlights tourism investment opportunities at global investment event
Now is the time to start looking at Saudi Arabia if you are not already. There's big things to come.
“Rampant” – Aussies warned as dengue fever cases spike in Bali
Worried about Bali belly? Now you have something else to worry about.
TTC Tour Brand reveals slew of deals across operators including Trafalgar and Contiki
Everybody loves a bargain and you could do lot a lot worse than check out these deals from TTC!
Fiji Airways partners with Porter Airlines in US growth bid
Any initiative that gets more people visiting the delights of Fiji is a good initiative.
Flight Centre launches CruiseHQ – a marketplace exclusively for agents
The cruise industry has surpassed pre-Covid levels so this isn't one to miss!
Feeling festive? Wendy Wu tours unwraps Christmas collection
Get the Christmas hols booked now and avoid spending it with that elderly relative with dubious political views.
OPINION: In a world of screens, we crave experience
If you get feelings of deep shame and regret when you see your screen time, don't worry - you're not alone.
Sun Princess: High-end dining and world class entertainment awaits
If you are a foodie and you are not currently on the Sun Princess, we really have to ask - what are you doing?
YouGov: 2 in 5 Aussies would pay more for a sustainable hotel
If you want to be REALLY sustainable you can go camping. You just might lose the will to live.
“Can planes swim?” – Planes become boats as Dubai Airport is savaged by severe storm
Unfortunately, "can planes swim?" is a real life question and not an opener to a really bad joke...
Explora journeys reveals bespoke outdoor furniture designed by Matteo Nunziati
This is making your plastic table and chairs look really bad now, isn't it?
Bangkok Airways targets growth with renewed Sabre deal
Two stories abut Sabre's growth in one week and its only Wednesday! Watchout world.
PR agency Example wins pitch for InterContinental Sydney
We also went in for the contract but they said that a 'Be Our Guest'- themed TikTok was unoriginal! The cheek.
Norwegian Cruise Line reveals culinary experience aboard Norwegian Aqua
Once again, this TW journalist REALLY regrets writing this before getting lunch.
Signature Queensland hosts luxury tourism event
Known for its tropical beaches and unique wildlife, Queensland also offers luxury.
Capella Sydney recognised in prestigious Travel + Leisure’s 2024 ‘it list’ of best new hotels
You know that 'it girl' at school who everyone wanted to hang out with? Capella is the hotel version of that.
Rex launches 72-hour fare sale with NO school holiday blackout so you can take your kids (if you want to)
Sadly, leaving your children at home whilst you go on holiday is generally frowned upon.
Adventure World offers chance to connect with “heart and soul” of the US
I mean who hasn't dreamed of a road trip around the US?! Go with Adventure World and you're less likely to get lost.
Fiji’s family-owned luxury resort Likuliku Lagoon launches its own app
We were relieved to find out that having a "concierge in your pocket" referred to an app on your phone.
Hawaii: The US’ laid-back front door for Australians
If you needed another sign that you should definitely head to Hawaii - this is it!
Sabre targets Asia Pacific growth with latest hire
Call the Avengers! Sabre continues its bid for world domination with latest hire.
Air New Zealand signs its largest EVER deal for sustainable aviation fuel
Air New Zealand makes huge step towards sustainable travel. We bet it recycles its rubbish properly too.
IHG Hotels & Resorts continues regional growth with Sunshine Coast Holiday Inn
This Holiday Inn looks considerably flashier than some of the ones we have stayed at in our time.
Budget carrier Scoot welcomes first of 9 E190-E2 aircrafts
Here at TW we would like to offer Embraer E190-E2 a warm welcome! It's not easy being the first of the fleet.
hope you’re not talking about facebook ? Facebook is now one big advert, with so much junk on there, people are being turned off it.