• Travel Oregon Team• Central Oregon Visitors Association• John Kelsh• Workshop Participants
Overview of Today’s Topics What is Marketing? Your Marketing Plan Workbook What experience you are selling? Product positioning and branding Destination Marketing Roles & Coop Marketing: Travel Oregon/COVA Coop Marketing and Content International Marketing and Travel Trade Marketing communications strategies and action planning Budgets, timelines, measurement Discussion Evaluations and wrap-up
Outcomes How to communicate in a way that the visitor finds compelling. Familiarity with marketing terminology, strategies, action planning. How to extend and maximize human and financial resources through partnerships. Tools and resources from which to develop a tourism marketing plan.
1. Your Vision2. Marketing Action areas with consensus3. Tourism Trends for Central Oregon
River Canyon Country in 2030 is a region that is engaged toward a common futurewith a clear shared identity. The community has worked hard to build on values ofquality education, health and creating an active lifestyle, and this has paid off inhaving a dynamic and high caliber workforce and strong social capital. This isreflected in how our community organizations and volunteers work together in acoordinated and cohesive manner. This cohesion allows us to adapt and capitalizeon new and emerging opportunities, while maintaining our strong community base.We value our people and invest in creating opportunities for them to work,contribute and thrive in the region.We have beautiful landscapes, parks, and natural vistas, which are now connectedby a highly developed network of trails, by-ways and transport systems. We havea strong economic tourism infrastructure focused on leveraging our uniqueregional assets of local food, outdoor recreation and cultural diversity andidentity. Our thriving economy is built on our locally owned entrepreneurialbusinesses, and complemented by world-class destinations. We are knownworldwide for our authentic, family friendly and environmentally sustainablepractices. We have become a renowned mecca for well managed outdoor andeco-tourism and cultural experiences that make us the ‘must-do’ destination forour many new and return visitors from across the world.
1. Create a regional leadership structure for tourism development2. Develop a regional marketing strategy3. Conduct local trainings to increase local knowledge of tourism experiences (what there is to do!)4. Ramp up local communication about tourism development (improve internal communication systems)5. Develop infrastructure for recreation and transportation6. Develop packages and itineraries for visitors7. Conduct an asset inventory and do a gap analysis8. Ramp up business development for tourism9. Create new and grow existing events
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.
Section OneMarketing Plan Background & Rationale – Page 7-8What Experience Are You Selling? Page 9-10Positioning & Branding – Page 11Understanding Your Target Markets – Page 12
Marketing Plan Background & Rationale – Page 7 Create your organization or business mission statement Mission – A broad, general statement about an organization’s business or organization’s and scope, services or products, markets served and overall philosophy. What is your business/organization? What services or products do you provide? Describe the markets that you serve. What is your overall philosophy?
Marketing Plan Background & Rationale – Page 8 What is happening in the world around you? Economic Conditions? Current travel trends? Current social trends? SEE: “Tourism Trends Overview” PDF, Longwoods Oregon 2009 Central Region Research, RCC Baseline PDF
What Are You? - Page 9The LURE: the experience that motivates the visitor toactually come to your destination. It is your brand.DIVERSIONS: things visitors can do closer to home butwill 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 gatheringareas wifi, etc.AMBIANCE: historic buildings, public art, street banners,etc.
When 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?
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.)
What branding IS NOT:• A logo• A slogan• A marketing campaign• Geography• History
• Tie in with a destination brand when possible• Become known for something special• If the product is not unique, make the service special
Even 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?
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
Examples of Marketing Objectives: - Page 13For an attraction: “To increase the number of trips sold(result) to RV visitors(target market specific) by 100 (quantified) during the summer season 2012 (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 2012 (time specific).
Example of a marketing strategy and action plan: - Page 14Strategy for an attraction or tour: ““Leverage existing electronic media sites to create awareness of our attraction”• Action plan attraction or tour: “Create an attractions listing for VisitCentralOregon.com and TravelOregoncom”
Marketing Strategy - A course of action selected from the marketing mix to communicate to various target markets.Media 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 Page 14
Key Shoestring Strategies• Digital Content• Public Relations• International/ FAM trips• Special Events
How to create an Interactive Strategy• Use COVA’s website• Using TO digital content/social media• Use TO e-marketing newsletters and e-blasts• Use TO blog, RSS feeds• Develop YouTube, Vimeo videos• Using co-op opportunities with RCC, COVA, Travel Oregon
Advertising 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 Google ANALYTICS.
Destination Promise Brand “ Reasons to Believe”Core Product and Experience Themes Emotional Beneﬁts Tangible Benefits
Tangible Benefits EXAMPLE• Publicsolitude or light recreationan environment of rest, relaxation, quiet park settings that create time,• More rigorous outdoor exercise for those who desire it• Comfortable walking trails and trail maps• Programmed events for the different styles of relaxation of the targeted visitors. E.g., music would include rock, jazz and classical• Places for family gatherings• Water and other view locations with benches• Experiences in the redwoods• Healthy dining• Spa treatments• Physical comfort
Emotional Benefits EXAMPLE• Restfulness• Tension and stress relief• Quiet• Being unplugged from the world• Contemplation• Recharging• Peace of mind
Use with a character your audience can relate to – (that could beme!).Set the Stage – (Here’s how we rescued a fawn on the day wevisited River Canyon Territory).Establish conflict – external or internal. Start with this.Foreshadow – hint at what is to come to keep it moving.Use dialog – stories are about people and people talk.
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
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 findyou.
Collateral Usability• Collateral – make it easy to carry • Fit into brochure racks. • Use quality paper especially if you use a lot of photos
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 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 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
International Marketing Activities:• Media & Travel Trade Research Trips• Trade Shows• Sales Missions• Partnering With Regions• In-country Marketing Reps• Printed Media• Social Media – Twitter, FacebookPage 25
Budgeting 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.
The 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 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.
How do you measure your success?• Establish your measurement criteria.• Establish your base line data• Establish marketing controls – monitoring and adjust activities.• Analyze the results of efforts – both at the activity level and the overall objective level.
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
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