DMOs and CVBs: Providing Value for Members

How can DMOs and CVBs provide more value for members than just creating multi-page lists of businesses and directing site visitors to member pages within the DMO’s site? By focusing on being content publishers and relationship makers, not resource aggregators. Continue Reading…

September 16, 2015

The Substance Field Guide to ESTO Portland 2015

We are incredibly excited that Portland has been selected to host the U.S. Travel Association’s ESTO (Educational Seminar for Tourism Organizations) conference this year, from August 23-25. With a number of Substance clients coming to town as well as friends from a number of Destination Marketing Organizations from across the country, we’ve put together some of our favorite places to eat, drink, and go when you’re in town. Continue Reading…

July 15, 2015

The Responsibility of Working in the Travel & Tourism Industry

With travel being one of the greatest adventures we can experience, much of our work with Adventure Brands is in the travel and tourism industry. Travel and tourism is a huge generator of jobs and revenue in the United States – in 2014, $927.9 billion was spent directly by domestic and international travelers, and travel supports 8 million direct tourism jobs and 7 million indirect and induced jobs. When these numbers are distributed to Destination Marketing Organizations (DMOs) and Convention and Visitors Bureaus (CVBs) across the U.S., the responsibilities that interactive, advertising, and marketing agencies have to these communities are huge. Continue Reading…

May 19, 2015

Destinations Are More Than Lists of Resources

Experiences are created through interactions with a destination, not through a listing page that shows every restaurant. Stories are written and memories are created from the experiences people have, not from pages of search results. So what role must DMOs play in order to be more than simply lists of resources? Continue Reading…

April 21, 2015

Establishing Brand Loyalty in an Increasingly Brand Disloyal World

“Only twenty-five percent of American respondents in a recent Ernst & Young study said that brand loyalty affected how they shopped. For established brands, this is a nightmare. You can never coast on past performance … and the price premium that a recognized brand can charge has shrunk.” – James Surowiecki, from “Twilight of the Brands” in the New Yorker Continue Reading…

February 23, 2015

Stories that Sell: Content Strategy for Adventure Brands – The Presentation

This presentation was originally given on January 23, 2015, in front of an audience of about 140 attendees at Outdoor Retailer, as part of the Outdoor Retailer Education Sessions. The presentation format and flow have been modified slightly to better fit our site vs. the presentation slide + speaking format at Outdoor Retailer. Continue Reading…

January 28, 2015

Stories that Sell: Content Strategy for Adventure Brands

Adventure brands have rich stories to share, but inspiration fails when it doesn’t drive people to action. Communicating the unique stories, expeditions and adventures that brands are involved with – and then driving people to act on this inspiration – is at the heart of creating a strong content strategy that supports both marketing and e-commerce. Continue Reading…

January 15, 2015

National Geographic Society launches Unique Lodges of the World, with help from Substance

For most of 2014, Substance worked closely with National Geographic Travel on a unique project: helping to launch a new global business initiative for National Geographic Society. We completed an intensive interactive discovery phase, competitive analysis, user experience and information architecture, and the site concept and design. Continue Reading…

January 7, 2015

The Future of Adventure Brands Online – Outdoor Retailer panel recap

On Friday, August 8th, we had the opportunity while at Outdoor Retailer to sit down for an hour with SmartWool and Nau to talk about brand, e-commerce, content, and how these things relate to the future of adventure brands online. We’re expecting to upload video in the next few weeks, but in the meantime here is the presentation deck and some notes from the panel. Continue Reading…

August 11, 2014

“Brand, E-Commerce, and Content: The Future of Adventure Brands Online” / Outdoor Retailer Summer 2014

Premium brands are built by consumers establishing a premium value for products, services and experiences. How can adventure brands live up to their potential by having brand, ecommerce, marketing and social media work together? Learn how several adventure brands are navigating the complexities of creating online experiences at this Outdoor Retailer – Summer 2014 panel with Stephen Landau from Substance, along with Jeff Snow from SmartWool and Nick Lawrence from Nau. Continue Reading…

July 18, 2014

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