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, AttractionsLocal Destination Marketing Organization (DMO) Regional DMO (Travel Lane County/WVVA) Travel Oregon
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
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.
IntroductionWhat are the top three things youare going to do in the next week?
Marketing PlanWhat do you want to work on?• The local destination marketing organization (DMO)?• Your business• An event• Other?
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.
Marketing PlanMarketing Plan Background & Rationale – Page 7 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 PlanMarketing Plan Background & Rationale – Page 8 What is happening in the world around you? Economic Conditions? Current travel trends? Current social trends?
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.
The ExperienceWhen selling: (Page 9)• 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?
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.)
Positioning & BrandingWhat branding IS NOT:• A logo• A slogan• 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 & 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?
Positioning & BrandingDo you have a brand?If so what is it?How are you managing your brand?
Understanding Your MarketGeographic markets Local Instate Region of the U.S. Entire U.S. International – specific countriesDemographic, Psychographic Research Demographics (age and income, education) Psychographics (lifestyles, behaviors, interests)
Understanding Your MarketOvernight 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
Understanding Your MarketA Regional Version of the Oregon Overnight Travel Study is Available
Overnight Visitor Profile Highlights (Willamette Valley) Origin of Overnight VisitorsSource: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Overnight Visitor Profile Highlights (Willamette Valley) Other Places VisitedSource: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Overnight Visitor Profile Highlights (Willamette Valley) Main Purpose of Marketable TripSource: 2009 Longwoods Overnight Visitor Study (Willamette Valley)
Understanding Your MarketExamples of Other Research• Tourism & Hospitality Indicators• Lodging Tax Survey• Oregon Travel Impacts• Fishing, Hunting, Wildlife Viewing and Shellfishing• Oregon Cyclist Visitor Analysis• Oregon Bounty• Importance of Cultural Tourism• Go to website: www.industry.traveloregon.com
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
Understanding Your MarketWho are your target markets? – Page 12
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
Marketing Strategies & ActionExamples 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 & 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
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.”
Marketing Strategies & Action Key Shoestring Strategies • Interactive • Collateral • Public Relations • Advertising • Travel Trade • International • Special Opportunities
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 experience1.Engage at every stage of the trip1.Improve connectivity & partnerships
InteractiveHow 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
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.
InteractiveHow Does Your Website Get Noticed?• Search Engine Optimization• Search Engine Marketing – Keyword Ads• Banner Ads
Interactive Search Engine Market Share – April 2011Source: comScore
InteractiveKey word ads >> SEMSEM Key Word Ads << SEO listings SEO << Listings
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.
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
CollateralKey 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 findyou.
CollateralCollateral Usability• Collateral – make it easy to carry • Fit into brochure racks. • Use quality paper especially if you use a lot of photos
CollateralWays to Distribute Collateral • Visitor information centers • Kiosks • Online • Direct mailing • Trade shows • Fulfillment of requests from interactive, PR, advertising • Other
Marketing Strategies & Action Public RelationsPage 22
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.
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
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
Marketing Strategies & Action International OpportunitiesPage 25
InternationalInternational Opportunities – The key international markets for Oregon: – Germany, U.K. France, Benelux – Japan, Korea, China – Canada, Mexico – Scandinavian Countries* – Australia* * New markets
InternationalInternational Marketing Activities:• Media & Travel Trade Research Trips• Trade Shows• Sales Missions• Partnering With Regions• In-country Marketing Reps• Printed Media• Social Media – Twitter, Facebook
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.
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.
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.
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.
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
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