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No Marketing Dollars, No Problem!
Driving Destination Success with Your Community taking the Wheel
@LeslieMcLellan
✘ Why it’s important to have a “community” marketing view rather than an “individual” marketing view.
✘ Successful marketing with no money.
✘ How to market as a community.
What we’re going to cover
Marketing is NOT
one to many, it’s one to one
many times over.
Marketing a destination is NOW
a community effort
Turn back the clock 25 years to before the internet and
social media...• To market you had to get to
know your community members and that was face to face.
• Technology hasn’t really changed the way we do business, just the places where we get together. @LeslieMcLellan
It’s all about engagement…
• What interests your community
• Their perception of your brand
• What problems they’re trying to solve and needs they’re looking to fill
• Where they’re communicating and discovering info
• Who’s leading the conversations relevant to your brand
• What your community finds relevant
But BEFORE you can ENGAGE,
you have to LISTEN
• We “think” everyone knows what we’re doing
• We assume we know what our members/stakeholders are thinking
• Part of this is because we are all being pulled in a variety of directions
• We’re all thinking “I need help!”
We’ve become complacent
Marketing is not one to many,It’s one to one many times over.
Keep calm and engage your community!
So what should you be doing?
Successful marketing with no money!
County Grant Stats
Get ready…it’s the interactive part!
• Start with the “Mom & Pop” businesses.
• Next comes the larger businesses, the national chains, etc.
Where and how to start engaging
COMMUNITY MEETINGS!• Bill it as a “Back to Basics” meeting if need be
• Start with the BIG picture (DMO goals)• Formulate Community
goals – breakouts work wonderfully
• Address difficult situations• Get local media coverage• Coup de gras
What’s the easiest way to start engaging?
• You can work on the goals over the next few meetings.
• You’ll have a variety of things to follow up on.
• Focus on how to BE social, not how to Do social.
• Discuss upcoming opportunities.• Discuss “smart” posting.• Bring your “online champions” into the
group.
One meeting is not enough!
• Social Media Meetups
• Facebook & Twitter lists – extra “perk” for membership
• Upcoming trainings
It’s to your benefit to keep
your community engaged
Amp up your efforts by re-purposing what your Community posts!
Don't quit what you already do
Community Engagement 101
A checklist of 26 things you can do in order to have
an engaged community. You’ll have a good idea
where you stand once you see how many items you
have checked off!http://justasmalltowngirl.us/community-engagement-101/
Special checklist for you!
Any Questions?@LeslieMcLellan
Just a Small Town Girl
www.justasmalltowngirl.us
Thank you so much!
All photos are my own except for:
✘ Lion in tree, http://ideas.wikia.com/✘ Durango Dancers, David Dibble✘ Mom & Pop Biz,
http://www.yourneighborhoodtoystore.org/
✘ Community Mtg., Thinkstock
Credits