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JDRT Marketing Workshop Presentation Transcript

  • 1. Tourism Marketing on a Shoestring January 11, 2011
  • 2. Introduction•  Travel Oregon Staff•  Regional & Local Organizations•  Presentation Team•  Workshop Participants GDS
  • 3. Introduction•  Community Tourism Planning Workshop•  Agritourism Development Workshop•  Cultural Heritage Tourism Development Workshop•  Nature-based Tourism Development Workshop•  Creating & Producing High Impact Events•  Rural Tourism Marketing on a Shoestring•  Fundraising for Tourism & Teaming for Success GDS
  • 4. Introduction Cooperative Marketing Paths Local Businesses, Services, Attractions Local DMORegional DMO (Eastern Oregon Visitors Association) Travel Oregon GDS
  • 5. IntroductionOverview of Today’s Topics  What is marketing?  Starting your marketing plan  What is the experience you are selling?  Cooperative marketing opportunities – Travel Oregon/RDMO  Product positioning and branding  Understanding your potential markets  Marketing communications strategies and action planning  Budgets, timelines, measurement  Discussion  Evaluations and wrap-up  Workbook GDS
  • 6. IntroductionOutcomes  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. GDS
  • 7. IntroductionWhat are the top three things youare going to do in the next week? GDS
  • 8. Starting on Your Marketing Plan GDS
  • 9. Marketing PlanWhat do you want to work on?•  The local DMO•  Your business•  An event•  Other? GDS
  • 10. Marketing PlanWHAT 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. GDS
  • 11. Marketing PlanMARKETING HAS CHANGED FUNDAMENTALLY . . . . FOREVER.  Old thinking – a one-way conversation  New thinking – interactive GDS
  • 12. Marketing PlanMarketing Plan Background & Rationale   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? GDS
  • 13. Marketing PlanMarketing Plan Background & Rationale   What is happening in the world around you?   Economic Conditions?   Current travel trends?   Current social trends? GDS
  • 14. What ExperienceAre You Selling? GDS
  • 15. The ExperienceWhat Are You?The LURE: the experience that motivates the visitor toactually come to your destination.DIVERSIONS: things visitors can do closer to home but willdo in your destination because they are already there.AMENITIES: Things that make the visit a comfortable one:signs, restrooms, shade trees, parking, seating and gatheringareas wifi, etc.AMBIENCE: historic buildings, public art, street entertainers,etc. GDS
  • 16. The ExperienceWhen selling:•  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? GDS
  • 17. Travel Oregon ProgramsPage 35 GDS
  • 18. Overview•  Media/Advertising –  2 year/$4 million campaign PDX•  Public Relations & Publications –  Media outreach and production of visitor guides•  Promotions, Broadcast & Sponsorships –  Oregon Bounty, The Oregon 150 Challenge, etc.•  Interactive –  Website, blog, e-newsletter•  Fulfillment –  Guide distribution (website & 800 # requests, and BRCs) GDS
  • 19. TimelinesTravel Oregon•  Planning & Budgeting Cycle/Timeline: –  TO strategic marketing plan: March (biannually) –  TO annual marketing plan: December (annually) –  TO Partnership Ops: Dec/Jan (annually) –  RDMO/RCMP plans presented: April (annually)•  Communication –  RDMO Program –  Travel Oregon list serve –  Involved with RDMO timeline GDS
  • 20. Travel Oregon’s Target AudienceTravel 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 IdahoSecondary•  Southern California and New York GDS
  • 21. BackgroundChanging Consumer Trends: (Economy & Technology)•  Travelers taking vacations that are shorter and closer to home•  More trips being planned and purchased online•  Explosion of user generated tips – Desire to discover local gems•  Being specific will have positive impact on image & trip generation: –  Surprise and inspire travelers with actual things they can see and do in a place they think they may already know GDS
  • 22. Advertising/Media StrategyWe focus on 2 key pillars/seasons Fall ‘10 Spring ‘11 Culinary Outdoor Recreation Advertising Position Oregon as a premiere Position Oregon as the travel Message: foodie destination. Featured stories destination for outdoor recreation. about Oregon chefs, vintners, Categories covered include: golf, brewers, chocolate/cheesemakers, cycling, outdoor adventurers, and fishermen, distillers, and ranchers hiking Media Ads placed in environments that Ads placed in environments that Strategy: appealed to culinary tourists reach outdoor enthusiasts who travel Promotion: Oregon Bounty Wanderfeast Not yet determined contest
  • 23. Fall 2010Oregon Bounty Wanderfeast GDS
  • 24. Wanderfeast OverviewWhat do Oregon chefs do when they have a day off ? It’s very likely epicurean, like making wine, foraging the forests for edibles, brewing beer, or fishing our wild and scenic rivers.Spend ten weeks on a virtual culinary trek across Oregon as ten of the state’s top chefs show what they do when they’re not cooking. They’ll take you to their secret spots, show how-to tips, share their favorite recipes, and clue you in to how you can enjoy Oregon’s bounty through festivals, events, and itineraries. It’s a ten-week culinary adventure, all culminating in the perfect Oregon Bounty feast. GDS
  • 25. Wanderfeast OverviewBeginning the week of September 13, the promotion featured a different product at its peak in the fall. With chefs as guides, consumers discovered:•  Mushrooms: Travel to the forests in search of fall Chanterelles•  Wine: Experience crush of the 2010 vintage•  Beer: Pick hops and make fresh hop beer•  Spirits: Create cocktail concoctions with artisan spirits and fall botanicals•  Nuts: Gather hazelnuts and make holiday pastries•  Tree Fruits: Spend a day in the orchard picking heirloom fruit and baking the perfect pie•  Shellfish: Go out on the docks and pull up Dungeness crab•  Fish: Hook a fall Chinook on one of Oregon’s wild and scenic rivers•  Cheese: Visit a goat dairy and make homemade artisan cheese•  Meat: Drop by a heritage pork ranch and learn the craft of salumi GDS
  • 26. Creative: Wanderfeast Map
  • 27. Creative: Expandable Banner Ad
  • 28. Creative: Expandable Banner Ad
  • 29. Creative: Facebook PageWe developed an Oregon Bounty branded Facebook tab
  • 30. Creative: Facebook Advertising Strong call-to-action General Message
  • 31. Food & Drink site
  • 32. Media HighlightsThe media mix delivered 53 million+ targeted impressions (Aug 30-Nov 21)•  Radio: on-the-road segments and Splendid Table sponsorship (NPR)•  Magazine Inserts: poster sized Oregon inspiration maps in regional editions of key national magazines•  Online: banners ads on culinary/local news/travel sites & keyword search (emails)
  • 33. Results
  • 34. Spring 2011 Outdoor RecreationPage 49 GDS
  • 35. Advertising OverviewWe’ve evolved direction of advertising to include TV. Previously, TV production & media was too expensive -- we had gotten more mileage from our budget in print & digital•  An increase in video production value/# of asset now makes TV spots more cost effective•  The buying power of Google TV makes TV media more affordable•  This strategy gets our Oregon video footage in front of a much larger audience•  To afford this direction, our best option is to redirect our print spend and focus our effort on one high-impact medium (TV)Wieden+Kennedy to produce 4-to-5 :15 TV spots with a range of outdoor recreation messages covering hiking, cycling, golf, adventure
  • 36. MediaThe Spring media mix will be a 50/50 combination of TV and online media for a total of 90.4 million impressions.TV overview:•  Combination of local market broadcast (Spokane, SF, Seattle, and Portland) plus a limited national buy through Dish Network’s partnership with Google TV•  Google TV will run on targeted enthusiast channels like Golf Channel, Discovery Channel, Travel Channel, CNN, & HGTV• TV will provide over 48 million impressions (10 weeks)Online advertising:•  Banner ads, email, Google and YouTube keyword search, and Facebook ads
  • 37. Media Snapshot
  • 38. Partner Opportunity – Madden Insert•  Description: lead-generating high impact newspaper insert and presence on Vacationfun.com•  Newspaper circ: 670,000 •  LA, Sac, SF, Eugene, Medford, Portland, Salem, Seattle•  Leads (based on 2010): 6,000•  Timing: May 1, 2011•  Rates •  ½ Page: $12,700 •  ¼ Page: $7,700 •  1/8 Page: $5,000Note: circ, markets, leads, rates are estimated & subject to change
  • 39. Partner Opportunity – Golf Digest (Oregon Section)•  Description: Advertorial copy and photo showcasing your property/destination in golf ’s top publication reaching an affluent audience. Includes added value listings•  Circulation: 217,699 •  CA, ID, OR, WA•  Issue: May 2011•  Rates •  Full page: $16,748 •  ½ page: $9,634 •  1/3 page: $6,414 •  1/6 page: $2,967Note: circ, markets, rates are subject to change
  • 40. Spring 2011 Online Co-ops Estimated PricingLimited number of online co-ops available to industry partners•  Ad space based on the Spring 2011 online media buy (tbd)•  Partner creative to be rotated along with Travel Oregon’s
  • 41. IntegratedContent Plan GDS
  • 42. InteractiveTravel Oregon Ecosystem
  • 43. Travel Oregon Content and Marketing ChannelsOfficial Travel Oregon Visitor Guide•  The only official state print fulfillment piece•  Distribution of 300,000TravelOregon.com•  The key portal for travel information promoted by Travel Oregon’s 4.8 million dollar marketing campaignE-newsletters•  Reach subscribers looking for Oregon travel ideas•  140,000 subscribers opt-in to receive information every month•  New! Niche newsletters – geared to the outdoor recreation and culinary frequent travelerInteractive magazine•  A unique and innovative online format creating a dialogue with consumers Page 47
  • 44. T.O. Ad Network – Visitor Guide •  One-third of the readers are coming within 3 months of receiving the guide •  40% are staying between 7-10 days – 30% are staying even longer •  Nearly 80% are coming on vacation – 13% visiting family and friends •  45% ordered a guide to a specific region Available Ad Units •  Display Ads •  Added Value leads (free) through TOOL system •  Expanded Lodging Listings
  • 45. T.O. Ad Network - Website•  Ad impressions delivered YTD: 6.6 Million•  Average ad CTR: .83% (Industry avg .09%)Available Ad Units•  Banner Ads•  Closer Look Attractions•  Customized Trips We Love•  Formatted Text Ads •  Niche Sites – Kids, Food & Drink, RideOregonRide
  • 46. T.O. Ad Network –Digital Magazine •  High engagement with consumers. •  Average time spent on the site: 11 minutes •  Ad impressions delivered YTD:  180,000 •  Average ad CTR:  1.3% Available Ad Units •  Banner Ads •  Sponsored Feature •  Map Sponsored Ads •  Formatted Text Ads “I live in Oregon but find your magazine full of new ideas of place to go and see”“Well done. Really makes you want to visit the state!”“I am really enjoying the magazine! Nice layout, good mix of stories, and it inspires me to see moreand more of Oregon.”
  • 47. T.O. Ad Network - EnewslettersGeneral e-newsletter•  140,000 subscribers•  Average click rates 4.21%•  Average read rates 16.75%Niche e-newsletters•  Average click rates are 15% Culinary –  11,000 subscribers –  44% average read rate Outdoor –  8,000 subscribers –  46% average read rateAvailable Ad Units•  Banner Ads•  Sponsored Links•  Formatted Text Ads
  • 48. Interactive MarketingPage 36 GDS
  • 49. Interactive Travel Oregon Interactive Marketing ProgramGoal: ENGAGE in a conversation with consumers and provide them INSPIRATION, INFORMATION and TOOLS for their OREGON vacation experience.1.  Showcase the Oregon experience2.  Engage at every stage of the trip3.  Improve connectivity & partnerships GDS
  • 50. InteractiveTravel Oregon Ecosystem
  • 51. Interactive We Inform We tell, curate & facilitate stories— feature stories, blog posts, photos, videos, trip experiences—that evokes an emotional response and ignites the desire to travel. GDS
  • 52. InteractiveWe InformWe facilitate the gathering of personal and relevantOregon experiences to help create successful tripsthat are highly anticipated and fondly remembered. GDS
  • 53. Interactive We ConnectWe provide our Oregon tourism industry partners (hotels, travel bureaus, etc.) myriad opportunities to build arelationship with travelers to Oregon and translate their interest into a sale across our ecosystem GDS
  • 54. TO Family of Sites GDS
  • 55. Interactive Travel Oregon E-newsletters• Keep Oregon top-of-mind through featurestories and editorials,unique escape ideas,suggested itineraries andspecial promotions.• 130,000/month• “outdoors” and “cuisine”e-newsletters GDS
  • 56. Interactive Travel Oregon Blog• To engage consumersthrough “interactivestorytelling.”• To convey Oregonexperiences throughpersonal stories andnarrative• Blogs are enhanced by theuse of photos and videoclips• 10,000/month – feels TO
  • 57. Interactive Grant’s GetawaysOutdoor adventure videos with Grant McOmie• 48 episodes thruJuly 30• Airing: TO.com;KGW.COM &KGW & NWCNTV
  • 58. Interactive • Monitor perceptions/buzz Listen/Talk   • Who’re the “influential” to  the  community   • Interact with fans • Provide platforms for fans to share their stories Boost   • Interact with fans in other communities Community  of  Fans.   • Amplify advocates    Share     • Spread out content across web (communities,Our  stories,  resources,  advice.   applications, etc.) • Social media as customer service**
  • 59. ASK OREGONZach Collier – rafting guide &passionate water recreationadvocate Call center staff Visitor center staff
  • 60. Key Partnership Opportunities1.  Tourism assets in the region –  Key attractions (museums, shopping, breweries etc.) –  Events (rodeos, arts events etc.) –  Trip ideas (itineraries) –  Lodging listings –  Outdoor recreation (trails!) –  Dining listings (unique and memorable restaurant) –  Guides & Packers (guided outdoor trips) GDS
  • 61. Key Partnership Opportunities2. Stories/Editorial Pitches –  Unique and interesting stories –  Unique and interesting peoplr –  Press releases –  Special deals GDS
  • 62. Interactive Don’t Forget to Connect With Us . . .•  twitter.com/traveloregon•  youtube.com/traveloregon•  Facebook.com/pages/Travel-Oregon/•  Flickr.com/traveloregon•  Tripadvisor.com/members/Oregon_traveler•  http://goseeoregon.com GDS
  • 63. CollateralPage 36 GDS
  • 64. CollateralCollateral Co-op Opportunities•  Travel Oregon grants to DMOs and RDMOs for brochureproduction•  Oregon Travel Information Council •  Welcome Center Brochure Program GDS
  • 65. Brochure Placement PDXLocation of State Welcome Centers GDS
  • 66. CollateralTravel Oregon Online Leads ProgramLeads for your Collateral Distribution•  Targets Oregon “hand raisers”•  Query our leads to meet your needs –  Interested in Willamette Valley –  Interested in Biking, Scenic Byways, Rafting, etc. –  Consumers from Portland, Seattle, Washington, etc. –  Publications Ordered•  $.075/lead GDS
  • 67. Key Partnership OpportunityTravel Oregon “Q Care Customer Service Training Program.”Phone and Front Line EtiquetteUse Travel Oregon’s “Q Care Customer Service Training Program”.•  Customer Service Training Certification•  Available free of charge 24/7 on the internet•  Standards and training for behavior-based visitor contact skills. GDS
  • 68. Public RelationsPage 46 GDS
  • 69. Travel Oregon’s P.R. Program Gives You National Exposure Oregon’s 2010 Audience: 925 million 6 times the exposure of 2 years ago Online media = new opportunity to share Oregon messages 2007-08 2008-09 2009-10Circulation – Print 140.20 million 241.65 million 287.14 millionCirculation – Online not tracked not tracked 638.04 million# Articles – Print 193 179 178# Articles – Online not tracked not tracked 170
  • 70. How the P.R. Program WorksYou RDMO Travel National Oregon Audience “Summer travel doesn’t have to break the bank. Here are five smart ways to have a great experience your kids will never forget — without leaving you with credit-card bills that made you wish you’d never gone in the first place.”
  • 71. Maximize YOUR MessageWhat the Travel Oregon P.R. Team is Doing in 2011•  Leveraging Oregon experiences and interesting people•  Packaging products to “create” news•  Delivering customized story pitches to editors•  Speaking to lifestyle interests•  Using Oregon dreamers as storytellers – focusing on people•  Communicating Oregon’s authenticity and individualityGot Ideas? Get the Word Out!•  Send press releases to PR@TravelOregon.com•  Tell us & RDMO when you’ve got something new in your area•  Suggest undiscovered story ideas, personalities, experiences•  Share your images, b-roll and other content for our news room
  • 72. International & Domestic Travel Trade GDS
  • 73. International & Domestic Travel Trade Strategy Overview•  In-country representatives in major markets, Germany, UK, France, Netherlands and Japan•  Host Media& Tour Operator Research trips•  Travel agent education•  Trade shows•  Cooperation with air carriers, focus on international non-stop service to Europe and Asia from Portland•  Canada is number one inbound International market, focus on Western BC and Alberta, Chinese Canadian and Motor coach markets•  Domestic Motor coach Market: Oregon Tour Operator Product has increased, looking for “authentic” experiences GDS.
  • 74. Opportunities•  Use the international travel symbol where you can•  Host research trips for media and Tour Operators•  Attend Trade shows (request leads through partners)•  Attend seminars at Governor’s Conference and Regional Seminars•  Get to know the Travel Oregon International and Domestic Travel Trade Team – attend a Travel Oregon 101 session!•  Work with Tour Operators by responding to leads forwarded by your RDMO (EOVA)•  Domestic tour operators: become a member of Oregon Tour and Travel Alliance for leads and trade show opportunities•  Contact: chris@traveloregon.com for more information
  • 75. International
  • 76. Key Partnership OpportunitiesEastern Oregon Visitors Association (EOVA) GDS
  • 77. What Makes E ODifferent?Unique?Special?
  • 78. Eastern Oregon “MOOD” Board
  • 79. Moving Forward…•  What is essence of what we want to tell people about Eastern Oregon ~ the platform from which we build every message?•  How do we capture their attention?•  What is the perfect tagline that we can utilize for the region and then trickle down to use by the sub-regions, local DMOs, and individual suppliers?
  • 80. The EO Brand – Choosing a Tagline Messages  that  relay   the  diversity  of   eastern  Oregon.    The   vast  stretches  of  land   where  in  one  day  you   can  be  riding  world-­‐ class  rapids  and  by   the  evening  be   sipping  a  local  micro-­‐ brew  in  an  historic   hotel  or  quaint  B&B.   Think  of  a  vacaCon  as   an  exploraCon.
  • 81. Messages  that  touch  on  our  living  culture,  of  working  cowboys  and  people  who  care  about  the  land.    Also  our  slow  and  steady  pace  of  life.  Eastern  Oregon  is  about  as  close  as  you  will  get  to  the  way  the  west  was  once,  but  it  will  also  change  the  west  is  today.  
  • 82. The Brand PlatformWe,  the  Eastern  Oregon  Visitors  AssociaCon,  find  ourselves  in  a  strange  predicament.  We  want  people  to  come  experience  the  rich  physical  beauty,  warm  hospitality  and  living  history  of  our  vast,  beauCful  region.  Just  not  too  many  people.  You  see,  we  like  secret  fishing  spots  and  roads  less  traveled.  We  like  hiking  mountains  without  seeing  another  soul  and  going  to  world-­‐class  restaurants  that  don’t  require  a  reservaCon  a  year  out,  if  they  require  one  at  all.  We  like  being  that  hidden  gem  of  a  place  that  you  only  hear  about  through  word  of  mouth  from  like-­‐minded  people.  
  • 83. Sharing the Message ~ Brand•  The Audience Eastern OregonThe  best  audience  for  Eastern  Oregon  comprises  people  who  want  Cme  to  relax  and  who  choose  their  travel  desCnaCons  based  on  values.  They  want  a  change  from  their  fast-­‐paced  lifestyles—they  want  to  turn  off  the  cell  phone  and  Internet.    They  ’re  people  who  want  to  see  the  beauCful  expanses  without  a  Cmeline.  They  want  to  experience  the  land  by  raRing,  riding  or  climbing  it.  They  want  to  get  out  and  touch  and  feel  and  reflect.  People  yearning  for  this  kind  of  experience  spend  plenty  of  Cme  researching  the  perfect  vacaCon  locale,  using  all  kinds  of  informaCon:  magazines,  books,  online  resources,  word  of  mouth.  They  trust  their  friends  and  social  groups  who  share  the  same  values.  Specifically,  they  are  soR  adventurers,  cultural  travelers  and  empty  nesters.  We  also  believe  motorcyclist  and  internaConal  travelers  are  a  strong  area  of  opportunity  for  Eastern  Oregon.  
  • 84. D igital ionsApp licat
  • 85. The Eastern Oregon Brand…Now make it the John Day River Territory’s Story!
  • 86. Positioning & BrandingPage 9 GDS
  • 87. Positioning & BrandingA 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.) GDS
  • 88. Positioning & BrandingWhat branding IS NOT:•  A logo•  A slogan•  A marketing campaign•  Geography•  History GDS
  • 89. Positioning & BrandingProduct and Services Branding•  Follow the branding rules•  Tie in with a destination brand when possible•  Become known for something special•  If the product is not unique, make the service special GDS
  • 90. Positioning & BrandingRules for Successful Branding:1. Brands are perceptions – what people thing of you – NOT what you think of yourself or what you say in the market place.Brands are determined by your customers, so deliver what you promised, or more. GDS
  • 91. Positioning & Branding2. Branding is the art of differentiation. Setting yourself apart from everyone else.Be unique, or be the best.This matters only within your intended market area. GDS
  • 92. Positioning & Branding3. Brands are specific.The narrower the niche the better.Stay focused.Offering everything or many things, dilutes your brand.Become known for ONE THING. Then add to it. GDS
  • 93. Positioning & Branding4. Brands are built on products or services, not marketing. Marketing is use for positioning.Many businesses and destinations fashion a new marketing campaign, logo or slogan and wonder why it did not work. Because brands are a promise, they only become valuable if the product or service delivers.Focus on a superior product and your marketing becomes easier. GDS
  • 94. Positioning & Branding5. Brands are earned through performance. You don’t roll out a brand like it’s a campaign. Creating a successful brand takes a long time. The value of the brand grows with positive experiences of the visitors. GDS
  • 95. Positioning & Branding6. Tourism brands must be experiential. That means activities, not things to look at. Location-based branding is dead, unless you are Mt. Rushmore or the Grand Canyon. Visitors choose what they want to do, THEN where to do it. History is not a good basis for a brand because it is difficult to make experiential. GDS
  • 96. Positioning & BrandingThe exception to rule #6. GDS
  • 97. Positioning & BrandingThe exception to rule #6. GDS
  • 98. Positioning & Branding7. Position your brand through public relations. Word of mouth and third party testimony is essential. Use advertising to maintain your position. Remember, your brand is not what you say it is, so advertising does not build brands. More than ever, because of the Internet, travelers can get third party opinions about your product or destination. GDS
  • 99. Positioning & Branding8. Build your destination brand on feasibility, not sentiment or public consensus. Successful destination brands must lure visitors and investors. Publicly developed brands usually fail when they focus on things that are not important to the visitor, but rather to the resident. They often are not specific enough, different from other towns, or experiential. GDS
  • 100. Positioning & Branding9. Build your destination brand from the grassroots. Destination branding efforts that are forced from the top down by municipal governments or DMO’s don’t succeed as often as those developed by a handful of local “champions” and “doers” who work tirelessly to engage all the many participants necessary to make a brand pervasive throughout a community. GDS
  • 101. Positioning & BrandingEven if you do nothing, you still have abrand. 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? GDS
  • 102. Positioning & BrandingThe brand feasibility test1. Are you specific enough to be noticed?2. Is it something your market will not find closer to home?3. Will you have wide enough appeal to attract the number of customers you need to be successful?4. Do you offer an experience (even if you are selling a product)?5. Can you afford it? GDS
  • 103. Positioning & BrandingThe brand feasibility test - continued6. Will it work year round?7. Does it have legs? (is it possible to extend the core brand once it is developed?8. Will the community buy into it? (for destinations)9. Can it be shown through the whole community? (for destinations) GDS
  • 104. Positioning & BrandingA word about Logos & slogans1. Logos & slogans are not brands2. Logos & slogans have value when they: - reinforce what someone already knows about your brand. - communicate what your product or service is. GDS
  • 105. Positioning & BrandingLogos & slogans
  • 106. Positioning & BrandingLogos & slogansDo you have a brand? If so what is it? How are you managingyour brand? (Page 9)
  • 107. Positioning & BrandingDo you have a brand?If so what is it?How are you managing your brand? GDS
  • 108. Understanding Your MarketPage 10 GDS
  • 109. Understanding Your Market  Geographic markets   Local   Instate   Region of the U.S.   Entire U.S.   International – specific countries  Demographic, Psychographic Research   Demographics (age and income, education)   Psychographics (lifestyles, behaviors, interests) GDS
  • 110. Understanding Your MarketSources of Travel Research  Travel Oregon Visitor Profiles  Travel Oregon Economic Impacts  Smith Travel Research  State Welcome Center dataPage 35 GDS
  • 111. Understanding Your MarketOregon Overnight Travel Study•  Where visitors come from and how many•  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 GDS
  • 112. Understanding Your MarketA Regional Version of the Oregon Overnight Travel Study is Available GDS
  • 113. Overnight Visitor Profile Highlights (EOVA) Key Sources of Business to the regionSource: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
  • 114. Overnight Visitor Profile Highlights (EOVA) Visitor household income levelSource: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
  • 115. Overnight Visitor Profile Highlights (EOVA) Main Purpose of Marketable TripSource: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
  • 116. Understanding Your MarketOregon Travel Impacts Report•  Measures travel spending in Oregon, by County•  Measures employment earnings related to travel spending in Oregon by County•  Explains where visitor dollars get spent•  Estimates secondary impacts of direct spending on additional support jobs and activities•  Shows trends in spending over time•  Shows Room Taxes by City and County•  County specific reports are available GDS
  • 117. Understanding Your MarketOther Reports from Travel Oregon•  Oregon Tourism & Hospitality Indicators Report –  Occupancy rates, Airport Statistics, Consumer Price Index, Consumer Confidence Index, Website visits, Specific topic research•  Smith Travel Research –  Trend Reports on destination hotel occupancy, average daily room rate, etc. GDS
  • 118. Travel Oregon’s Target AudienceTravel 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 IdahoSecondary•  Southern California and New York GDS
  • 119. Understanding Your MarketEastern Oregon Target Markets•  Empty Nesters•  Soft Adventurers•  Motorcyclists•  Cultural Travelers•  International Visitors•  Regional Vacationers GDS
  • 120. Marketing Strategies & Action GDS
  • 121. Marketing Strategies & ActionMarketing Terms•  Marketing Objective –  what you want to achieve - measurable•  Marketing Strategy –  how you get there•  Marketing Mix –  activities used to communicate GDS
  • 122. Marketing Strategies & ActionMarketing 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 GDS
  • 123. Marketing Strategies & ActionExamples of Marketing Objectives:For an attraction: “To increase the number of visits (result) from RV visitors to the region (target market specific) by 250 (quantified) during the summer season 2011 (time specific).”For a small lodging establishment: “To increase the number of room nights (result) generated from the motorcycle touring market (target market specific) by 150 (quantified) during the spring and summer of 2011 (time specific). GDS
  • 124. Marketing Strategies & ActionMarketing 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: •  Website •  Social networks •  Brochures •  Press releases •  FAM trips •  Other GDS
  • 125. Marketing Strategies & ActionExample 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.” GDS
  • 126. Marketing Strategies & Action Key Shoestring Strategies •  Interactive •  Collateral •  Public Relations •  Advertising •  Travel Trade •  International •  Special Opportunities GDS
  • 127. Marketing Strategies & Action1. Interactive Marketing GDS
  • 128. InteractiveTravel Oregon’s Interactive Strategy:Goal: ENGAGE in a conversation with consumers andprovide them INSPIRATION, INFORMATION andTOOLS for their OREGON vacation experience.1. Showcase the Oregon experience2. Engage at every stage of the trip3. Improve connectivity & partnerships GDS
  • 129. InteractiveHow do you do create an Interactive Strategy?•  Creating a website•  Using social media like Facebook, Twitter, Foursquare, etc.•  Developing e-marketing newsletters and e-blasts•  Creating a blog•  Developing YouTube videos•  Using co-op opportunities with DMO, RDMO, TO GDS
  • 130. InteractiveYour 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.
  • 131. InteractiveHow Does Your Website Get Noticed?•  Search Engine Optimization•  Search Engine Marketing – Keyword Ads•  Banner Ads GDS
  • 132. Interactive Search Engine Market Share – November 2010 1% 4% 14% Google 15% Yahoo 66% Bing Ask AOLSource: comScore GDS
  • 133. InteractiveKey word ads >> SEMSEM Key Word Ads << SEO listings SEO << Listings
  • 134. InteractiveAdvertising on Google, Yahoo, Bing1.  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. GDS
  • 135. Interactive GDS
  • 136. InteractiveSocial Media – Where Do I Start??? GDS
  • 137. InteractiveFirst of all – Why?•  Because marketing has changedfrom a one-way message to a two-wayconversation.•  And there is no going back!! GDS
  • 138. InteractiveYou need to think about a full socialmedia strategy. Start Here:1.  Observe how it works2.  Look at competition3.  Become active GDS
  • 139. InteractiveMost Important:1.  Tell your story.2.  Focus on relevant social networks. GDS
  • 140. Interactive= 500 million users and counting= timely information; conversation = telling your story = listing and reviews = reviews GDS
  • 141. Interactivehttp://business.twitter.com GDS
  • 142. InteractiveMost Important:1.  Tell your story.2.  Focus on relevant social networks. GDS
  • 143. InteractiveA word about BLOGGING:•  Opportunity to TELL YOUR STORY•  Readers can comment, creates conversation•  Builds additional web trafficBUT:•  Can be time-consuming (but it’s free!) GDS
  • 144. InteractiveA Few Examples:1.  EOVA2.  Wilson Ranches GDS
  • 145. Interactive Usability Content (navigation, search visibility, accessibility etc.) Creative Sweet SpotBalanced Communications GDS
  • 146. Marketing Strategies & Action CollateralPage 15 GDS
  • 147. CollateralWhat 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 GDS
  • 148. CollateralCollateral Content•  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 findyou. GDS
  • 149. CollateralCollateral Usability•  Collateral – make it easy to carry •  For planning at home use 8 ½” x 11”. •  At the site use a smaller size that fits in pockets and bags. •  Use quality paper especially if you use a lot of photos GDS
  • 150. CollateralWays to Distribute Collateral •  Visitor information centers •  Kiosks •  Online •  Direct mailing •  Trade shows •  Fulfillment of requests from interactive, PR, advertising •  Other GDS
  • 151. Marketing Strategies & Action Public RelationsPage 17 GDS
  • 152. Public RelationsPublic 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. GDS
  • 153. Public RelationsPublic Relations Activities•  Develop a website media or press area• Develop a hard copy press kit, press information, photo library• Create and distribute press releases• Provide media assistance for story writers and editors• Utilize cooperative opportunities – Local DMO, RDMO and Travel Oregon GDS
  • 154. Marketing Strategies & Action Advertising GDSPage 18
  • 155. AdvertisingAdvertising – Any paid form of promotion of your product, service or destination.Types of Media•  Newspapers•  Magazines•  Broadcast•  Direct mail•  Outdoor•  Internet•  Coop opportunities GDS
  • 156. AdvertisingMedia Type Strengths WeaknessesNewspapers • Geographic concentration • Short life span • Short lead times • Shrinking market • Specialized sections • Ad clutterMagazines • Targeted to audience • Clutter • Long life span • Expensive/long lead time • Communicate detail • Low reach/frequencyBroadcast • Good reach • High cost (television) • Geographic/demographic • No visuals (radio) • Low cost (radio) • Short life span/high wasteDirect Mail • Audience selectivity • Junk mail syndrome • Highly flexible/measurable • Potential high discard rate • Short lead times • Can be high costOutdoor • High reach/frequency • No detailed information • Large/long life span • Not highly targeted • Geographic targeting • Long lead timeCooperative • Highly targeted • Clutter • Leverage dollars effectively • May be limited to specific • Broader reach/frequency markets (not yours)
  • 157. Marketing Strategies & Action Travel TradePage 19 GDS
  • 158. Travel TradeTravel 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 GDS
  • 159. Marketing Strategies & Action International OpportunitiesPage 20 GDS
  • 160. InternationalInternational Opportunities – The key international markets for Oregon: –  United Kingdom –  Germany –  Netherlands –  France –  Italy –  Japan –  Korea –  Canada GDS
  • 161. InternationalInternational Marketing Activities:•  Public relations with media and travel trade•  FAM trips•  Working with receptive tour operators•  Travel agent education•  Trade shows•  Cooperative opportunities GDS
  • 162. Budgets & TimelinesPage 22 GDS
  • 163. Establishing Budgets & TimelinesBudgeting Methods1.  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. GDS
  • 164. Establishing Budgets & TimelinesThe Reality of Budgeting1.  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. GDS
  • 165. Establishing Budgets & TimelinesEstablishing Realistic Timelines1.  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. GDS
  • 166. Measuring Your SuccessPage 23 GDS
  • 167. Measuring Your SuccessHow 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. GDS
  • 168. Measuring Your SuccessOverall 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 GDS
  • 169. Measuring Your SuccessExamples 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 GDS
  • 170. Wrap-UpWhat are the top three things youare going to do in the next week? GDS
  • 171. Evaluation & Wrap-up Thank you ! from the teams at