Customer journey influencer (August2021)

visit.brussels is implementing a marketing strategy which is as "customer centric" as possible. To this end, segments have been defined for both B2B and B2C targets, based mainly on quantitative studies.

Today, visit.brussels wants to conduct a qualitative study for a more detailed analysis of
the customer journey of its influencer targets and greater knowledge of their needs and preferences, as well as the best touchpoints (both digital and physical) for satisfying its information and promotion missions.

In addition, the current situation (health and economic crisis linked to COVID-19) is causing a series of changes in visitors' expectations. Some of these changes are only temporary while others could prove to be long-lasting. visit.brussels therefore needs to identify these structural transformations, and understand how to adapt its products and services to them.

•       To feed into deliberations on city trips to Brussels, our approach will help to provide:

•       a description of the complete customer journey, focusing on the process that brings influencers to a destination like Brussels to conduct their activities or carry out and share activities in Brussels (local influencers)

•       the segmentation of influencers into different categories as well as the characteristics, objectives, needs, behaviours and (dis)satisfaction factors for each segment

•       a description of the objectives, specific needs, behaviours and (dis)satisfaction factors for these segments at each key stage of the process

•       the identification of the channels (tools and platforms) used by these targets at each stage

•       their expectations of a DMO (Destination Management Organisation) like visit.brussels

• The health crisis has created a need for authentic, human connection, centred on a community and its values
• Societal movements such as Black Lives Matter, #MeToo and natural disasters have given rise to ethical expectations that are now essential
• This environment is not yet regulated, which makes segmentation a challenge, as everyone applies their own rules and their own rates
  • Each project is negotiated person to person
  • Real opportunity to create true partnerships
• However, they agree on the role of the influencer and the expectations of brands
• Two ways of approaching segmentation are proposed:
  • based on the communication and marketing objectives for the collaboration
  • based on the category (type of content) for the customer journey

• In their customer journey, influencers are locked in their own bubble; they themselves are highly influenced by the content they follow and popularity on Instagram
• As with B2C, the channels are the same, but content and contextualization are the levers of support
  • The profile is highly digital
• The most buoyant channel for travel is Instagram, regardless of the focus and the base platform
• visit.brussels has a role as an initiator and a curator of experiences for the influencer, but also for the influencer's community
  • Brussels is not well known, but this mystery is a strength in a sector where you have to stand out for your content
  • visit.brussels has to find a way to solve the paradox between the unmissable (monuments, gastronomy) and the unusual (districts, local initiatives)