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Tourism Marketing on a Shoestring May 17, 2011
Introduction
•
Travel Oregon Staff
•
Regional & Local Organizations
•
Presentation Team
•
Workshop Participants
Introduction
•
Community Tourism Planning Workshop
•
Nature-based Tourism Development Workshop
•
Cycling Tourism Development
•
Cultural Heritage Tourism Development Workshop
•
Agritourism Development Workshop
•
Rural Tourism Marketing on a Shoestring
•
Fundraising for Tourism & Teaming for Success
Introduction
Cooperative Marketing Paths
Local Businesses, Services, Attractions
Local Destination Marketing Organization (DMO)
Regional DMO (Travel Lane County/WVVA)
Travel Oregon
IntroductionOverview of Today’s Topics
What is marketing?Starting your marketing planWhat is the experience you are selling?Cooperative marketing opportunities – Travel Oregon/RDMOProduct positioning and brandingUnderstanding your potential marketsMarketing communications strategies and action planningBudgets, timelines, measurementDiscussionEvaluations and wrap-upWorkbook
Introduction
Outcomes
How to communicate in a way that the visitor finds compelling.Familiarity with marketing terminology, strategies, action planning.How to extend and maximize financial resources through partnerships.Tools and resources from which to develop a tourism marketing plan.
Introduction
What are the top three things you are going to do in the next week?
Starting on Your Marketing Plan
Marketing Plan
What do you want to work on?
•
The local destination marketing organization (DMO)?
•
Your business
•
An event
•
Other?
Marketing Plan
WHAT IS MARKETING?
What do YOU think Marketing is?
Definition of Marketing – The process or technique of promoting, selling and distributing a product or service. To be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations.
Marketing includes everything from the initial awareness of a product, service, or destination to the marketing materials developed to the delivery of the experience.
Marketing Plan
Create your organization or business mission statement
Mission – A broad, general statement about an organization’s business and scope, services or products, markets served and overall philosophy.What is your business?What services or products do you provide?Describe the markets that you serve.What is your overall business philosophy?
Marketing Plan Background & Rationale –
Page 7
Marketing Plan
What is happening in the world around you?
Economic Conditions?
Current travel trends?
Current social trends?
Marketing Plan Background & Rationale –
Page 8
What ExperienceAre You Selling?
The Experience
What Are You?The LURE: the experience that motivates the visitor to actually come to your destination.
DIVERSIONS: things visitors can do closer to home but will do in your destination because they are already there.
AMENITIES: Things that make the visit a comfortable one: signs, restrooms, shade trees, parking, seating and gathering areas wifi, etc.
AMBIENCE: historic buildings, public art, street entertainers, etc.
•
Who is your customer?
•
Lead with the benefit to your customer.
•
Name the company second.
•
Are you part of a larger niche or destination brand?
When selling: (Page 9)
The Experience
Positioning& Branding
Page 11
Positioning & Branding
A Brand
is a promise of the experience you are going to deliver.
Positioning
is how you describe what you are selling. (marketing)
(A good reference book is “Destination Branding for Small Cities”
by Bill Baker.)
Positioning & Branding
What branding IS NOT:
•
A logo
•
A slogan
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A marketing campaign
•
Geography
•
History
Positioning & Branding
•
Tie in with a destination brand when possible
•
Become known for something special
•
If the product is not unique, make the service special
Positioning & Branding
Even if you do nothing, you still have a brand. It just may not be the one you want.
Because consumers decide what your brand is, your product, service or destination has a brand.
Do you really know what your brand is?
Are you managing your brand?
Positioning & Branding
Do you have a brand?
If so what is it?
How are you managing your brand?
Travel Oregon Programs
Lunch
Understanding Your Markets
Page 12
Understanding Your Market
Geographic marketsLocal
Instate
Region of the U.S.
Entire U.S.
International – specific countries
Demographic, Psychographic ResearchDemographics (age and income, education)
Psychographics (lifestyles, behaviors, interests)
Understanding Your Market
Understanding Your Market
Overnight Travel Study
•
Where visitors come from and how many
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What visitors look like –
age, sex, party size, education, employed, income, etc.
•
How they plan their trips to Oregon –
timing, info sources, web use, etc.
•
What they do on their trips
•
How they rate their experiences
•
Trends over time
•
Sometimes called the Longwoods Study
Understanding Your Market
A Regional Version of the Oregon Overnight Travel Study is Available
Overnight Visitor Profile Highlights (Willamette Valley)
Origin of Overnight Visitors
Source: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Overnight Visitor Profile Highlights (Willamette Valley)
Other Places Visited
Source: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Overnight Visitor Profile Highlights (Willamette Valley)
Main Purpose of Marketable Trip
Source: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Understanding Your Market
Examples of Other Research
•
Tourism & Hospitality Indicators
•
Lodging Tax Survey
•
Oregon Travel Impacts
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Fishing, Hunting, Wildlife Viewing and Shellfishing
•
Oregon Cyclist Visitor Analysis
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Oregon Bounty
•
Importance of Cultural Tourism
•
Go to website: www.industry.traveloregon.com
Travel Oregon’s Target Audience
Travel Oregon’s advertising campaigns primarily target’s the following high-yield consumers:
Primary
•
Adults 25-64
•
who spend at least $1,000 per year on travel
•
and live in Oregon, Washington, Northern California, and Idaho
Secondary
•
Southern California and New York
Understanding Your Market
Who are your target markets? –
Page 12
Marketing Strategies& Action
Page 13
Marketing Strategies & Action
Marketing Objective –
A goal that your organization or business attempts to achieve, usually focused on a target market.
Marketing objectives should be:
–
Results oriented
–
Target market specific
–
Quantitative/measurable
–
Time specific
Marketing Strategies & Action
Examples of Marketing Objectives (Page 11):
For an attraction: “To increase the number of trips sold(result) to RV visitors to the region (target market specific) by 100 (quantified) during the summer season 2011 (time specific).”
For a small lodging establishment: “To increase the number of room nights (result) generated from the bicycle touring market (target market specific) by 100 (quantified) during the spring and summer of 2011 (time specific).
Marketing Strategies & Action
Marketing Strategy -
A course of action selected from the
marketing mix to communicate to various target markets.
Marketing Mix –
Activities to communicate your brand, market
position, product/service features and benefits to the customer. For example:
WebsiteSocial networks
BrochuresPress releases
FAM tripsOther
Marketing Strategies & Action
Example of a marketing strategy and action plan:
Strategy for an attraction or tour: “Use printed brochures (collateral material) to communicate our brand, market position, product/service features, benefits to customer and pricing.”
Action plan for collateral attraction or tour: “Create 4”
X 9”
rack brochures to be distributed to visitor
information centers throughout the county.”
Marketing Strategies & Action
Key Shoestring Strategies•
Interactive
•
Collateral•
Public Relations•
Advertising
•
Travel Trade •
International
•
Special Opportunities
Marketing Strategies & Action
1. Interactive Marketing
Page 17
Interactive
Travel Oregon’s Interactive Strategy:
Goal: ENGAGE in a conversation with consumers and provide them INSPIRATION, INFORMATION and TOOLS for their OREGON vacation experience.
1.Showcase the Oregon experience
1.Engage at every stage of the trip
1.Improve connectivity & partnerships
Interactive
How do you do create and Interactive Strategy?
•
Creating a website
•
Using social media like Facebook, Twitter, Foursquare, etc.
•
Developing e-marketing newsletters and e-blasts
•
Creating a blog, RSS feeds
•
Developing YouTube, Vimeo videos
•
Using co-op opportunities with DMO, RDMO, TO
Interactive
Your Website –
8 Rules:•
Hire someone to help build the website structure.
•
Content is more important than design.
•
Design for easy navigation, not for art.
•
Home page is critical –
leads to other pages.
•
Understand the importance of key words.
•
Use a title tag on each page that is different. This is what shows up in searches.
•
Links and images need descriptive tags too!
•
Make a site map of your website and give it to Google.
Interactive
How Does Your Website Get Noticed?
•
Search Engine Optimization
•
Search Engine Marketing –
Keyword Ads
•
Banner Ads
Interactive
Search Engine Market Share –
April 2011
Source: comScore
Interactive
Key word ads >>SEM
<< SEO listings
SEM Key Word Ads
SEO << Listings
Interactive
Advertising on Google, Yahoo, Bing
1.
Banner ads and SEM keyword ads.
2.
Budgets are flexible by day.
3.
Experiment with key words.
4.
Pay only for visits to your site.
5.
Try different ad copy.
6.
Ask how visitors found you.
7.
Use ANALYTICS.
Interactive
Interactive
Social Media –
Where Do I Start???
Interactive
First of all –
Why?
•
Because marketing has changed from a one-way message to a two-way conversation.
• And there is no going back!!
Interactive
You need to think about a full social media strategy. Start Here:
1. Observe how it works
2. Look at competition
3. Become active
Interactive
Most Important:
1. Tell your story.
1. Focus on relevant social networks.
Interactive
= 500 million users and counting
= timely information; conversation
= listing and reviews
= reviews
= telling your story
Interactive
http://business.twitter.com
Interactive
A word about BLOGGING:
•
Opportunity to TELL YOUR STORY
•
Readers can comment, creates conversation
•
Builds additional web traffic
BUT:
•
Can be time-consuming (but it’s free!)
Interactive
Content
Creative
Usability(navigation, search visibility,
accessibility etc.)
Sweet Spot
Balanced Communications
Marketing Strategies & Action
Collatera l
Page 19
Collateral
What is Collateral? –
A collateral marketing strategy involves the use of various printed and online materials that communicate your brand, market position, product/service features, benefits to the customer and pricing if you are a business.
Collateral marketing strategies can include the following activities:
•
Creating attractive brochures and rack cards
•
Creating posters, bookmarks and other printed materials
•
Utilizing cooperative opportunities –
local DMOs, RDMO, and Travel Oregon
Collateral
Key Tips:
• Lead with the best, leave the rest
• Tell the story, don’t just provide lists
• Give the details
• Photos should be large and compelling, not amateur hour
• Always have people in the photos, your target audience
• State the benefit to the visitor –
it is not about you.
• Use good maps and detailed instructions on how to find you.
Collateral
Collateral Usability
• Collateral –
make it easy to carry
• Fit into brochure racks.
• Use quality paper especially if you use a lot of photos
Collateral
Ways to Distribute Collateral
• Visitor information centers
• Kiosks
• Online
• Direct mailing
• Trade shows
• Fulfillment of requests from interactive, PR, advertising
• Other
Marketing Strategies & Action
Public Relations
Page 22
Public Relations
Public Relations –
Activities designed to generate and maintain awareness of your product, service or destination among your target markets and other organizations through nonpaid communication and information about what you have to offer.
Why Public Relations?
•
Important because it is “third party”
coverage but more controlled than social media.
•
More credible than paid advertising.
Public Relations
Public Relations Activities
•
Develop a website media or press area
•
Develop a hard copy press kit, press information, photo library
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Create and distribute press releases
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Provide media assistance for story writers and editors
•
Utilize cooperative opportunities –
Local DMO, RDMO and Travel Oregon
Marketing Strategies & Action
Advertising
Page 23
Advertising
Advertising
–
Any paid form of promotion of your
product, service or destination.
Types of Media•
Newspapers
•
Magazines
•
Broadcast
•
Direct mail
•
Outdoor
•
Internet
•
Coop opportunities
Marketing Strategies & Action
Travel Trade
Page 24
Travel Trade
Travel Trade –
Travel agents, tour wholesalers and operators, corporate travel managers, incentive travel planners, and convention/meeting planners.
Travel Trade Marketing Activities:•
Advertising in travel trade publications
•
Attending travel trade shows•
Providing Familiarization (FAM) trips
•
Brochure distribution•
Public Relations
•
Cooperative opportunities
Marketing Strategies & Action
InternationalOpportunities
Page 25
International
International Opportunities – The key international markets for Oregon:–
Germany, U.K. France, Benelux
–
Japan, Korea, China–
Canada, Mexico
–
Scandinavian Countries*–
Australia*
* New markets
International
International Marketing Activities:
•
Media & Travel Trade Research Trips
•
Trade Shows
•
Sales Missions
•
Partnering With Regions
•
In-country Marketing Reps
•
Printed Media
•
Social Media –
Twitter, Facebook
Marketing Plan Group Work
Page 26
Budgets & Timelines
Page 26
Establishing Budgets & Timelines
Budgeting Methods
1.
Historical –
spending is same as previous years.
2.
Percentage of sales –
industry average % of total revenues.
3.
Competitive –
match spending of your competitors.
4.
Task-oriented –
consider each activity and what needs to be spent to meet marketing objectives.
Establishing Budgets & Timelines
The Reality of Budgeting
1.
Allocate a tentative, overall budget for marketing.
2.
Determine your marketing objectives and strategies.
3.
Tentatively split the budget between strategies.
4.
Then split the budget between actions within the strategies.
5.
Develop and refine the activities.
6.
Reallocate budget to determine final budget allocations.
Establishing Budgets & Timelines
Establishing Realistic Timelines
1.
Establish a full-year marketing calendar cycle.2.
Understand steps and time involved in producing collateral and advertising material.
3.
Research key deadlines for advertising insertion dates.4.
Work closely with partners and service providers.
5.
Stay connected to your local DMO, RDMO, and Travel Oregon.
6.
Create and overall TO DO list that covers the marketing cycle and includes details of who needs to do what and when.
Measuring Your Success
Page 27
Measuring Your Success
How to you measure your success?
•
Establish your measurement criteria.
•
Establish marketing controls –
monitoring and adjust activities.
•
Analyze the results of efforts –
both at the activity level and the overall objective level.
Measuring Your Success
Overall Evaluation
•
Ask visitors how they heard about you.
•
Total number of room nights for the year/season
•
Total income for the year/season
•
Total visitors and/or visitors by target market
Measuring Your Success
Examples of Specific Measures•
Website
–
unique visitors, page views, origin of traffic, time spent on site, engagement
•
Collateral
–
number of brochures distributed, bookings generated from brochures
•
Public relations –
number of stories generated through press releases, FAM trips
•
Advertising
–
number of impressions, responses, bookings from specific ads or ad campaigns
•
Travel trade and International –
number of leads/bookings generated though various activities
•
Special promotions –
number of inquiries/bookings generated
Sharing
Evaluation & Wrap-up
Thank you !from the teams at