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21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
21st century marketing
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21st century marketing

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  • 1. 21st Century Marketing Presentation: Joyce Schwarz, JCOM Thursday, 10/15/03, Redding, CA. www.joycecom.com, 310-822-3119
  • 2. Are you stuck in the last century?  1970s – Age of logos, coordinated design and corporate look. Color printing, slick paper. Slide shows/presentations.  1980s – Direct mail & desktop publishing ---newsletters, brochures, magazines. Rise of press release/PR. Events/holiday celebrations. Community outreach/schools. Rise of demographics. Videos/Visuals/Photography  1990’s – Email, Website,Dot Coms, Gen X, Gen Y , Boomers, Yuppies– Rise of psychographics, Extreme Sports/Events, Catalogs/commerce.
  • 3. 20ST CENTURY Classic Marketing 4Ps  PRODUCT – WHAT ARE YOU SELLING?  PRICE – pricing– individual, family, senior, group prices  PLACE – LOCATION LOCATION LOCATION…  PROMOTION –ADVERTISING, PR, BROCHURES & COUPONS
  • 4. THE “OLD” MARKETING MIX  Ads –newspaper, tourism pubs etc.  Collateral – flyers/brochures  Public Relations/press releases  Events  Signage/billboards  Direct mail/newsletters  Group sales materials  Resellers– travel agents, AAA etc  Website  Other?
  • 5. Enter the 21st Century Economy  The Experience Economy  The Entertainment Economy
  • 6. The AGE OF ACCESS  GOAL IS TO CUT THROUGH THE CLUTTER –  MAKE A NAME FOR YOURSELF  BRANDING  GETTING AND KEEPING MINDSHARE  LOYALTY, LOYALTY, LOYALTY  REFERRALS – selling once, selling many
  • 7. 1 To 1 Marketing  Speak to the target 1 to 1 – not 1 to many – end of ‘mass marketing’  Customize the message and the medium  OPT –IN DOUBLE OPT-IN  All marketing is LOCAL – rise of LBS – location based services  511???
  • 8. PERMISSION MARKETING  ‘It ain’t spam if you want it”  “It ain’t junk mail if you want to read it”  Just get my persmission first  Pro-active marketing – pull versus push  Give me options and I’ll tell you what I want  BUT you may have to bribe me to tell you!
  • 9. OPT –IN / OPT -OUT  Confirm current mailing lists  Drawings/contests  Ezines –newsletters (sign-ups/pop-ups)  Registration onsite and online --- send me more info –here’s what I’m interested in a) adventure tours b) family c) special events d) Christmas presents
  • 10. ART OF ‘PRODUCTIZING’  NOT MARKETING JUST ONE PRODUCT – NOT JUST A DESTINATION  THINK OF A RESORT– NATURE’S RESORT – FULL-SERVICE RESORT  MARKET PACKAGES NOT TICKETS  THINK –LIFETIME, ANNUALLY, SEASONS, MONTHLY, WEEKLY & MORE  THINK BENEFITS – a)Education b) Entertainment c) Fitness/sport d) community e) club f) BE PRO-ACTIVE
  • 11. CHANNEL MARKETING  Wholesale  Retail  Onsite  Online  Resellers  Groups  Cause related marketing/moneymakers
  • 12. Up-sell/ Cross-Sell  Ideas for discussion:  A) Annual pass B) Season Pass (summer/fall/winter/spring) 4-seasons.  C) Spring Break D) Intersession  E) Summer camp F) Family pass G) Companion pass H) Frequent buyer points  I) Club J) Collectibles K) Gift of the month
  • 13. AFFILIATE MARKETING  Sell while you sleep  Other people sell for you  Affiliate packages/percentages  Think/Avon/Amway for Nature  Sell services/products/packages  Think: Travel, Events, Gifts, Education, Continuing Ed, Sports, Fitness,
  • 14. Multi-Platform  Where to sell  In advance (up-sell)via phone  On-site (up-sell) –think stadiums/gyms  Online –email, ezine, events (Web/Ex)  Retail – tie-ins/promos/kiosks  Resellers – Travel agents/affiliates/concierges  MEDIA  E-commerce/retail product spin-offs.
  • 15. C A V E  C – IS FOR:  Channel marketing  Community/clubs  Content – monetize  Co-op marketing – piggyback (other people’s money) OPM  Commerce – lean forward versus lean back  Collectibles – eBay/ Antique Road Show
  • 16. A –is for:  Affiliates – other people sell you  Ambassadors – VIP/opinion leaders  Adventure  After/before/during  Advertainment (advertising/entertainment)  Info-tainment, Edu-tainment, Custom-tainment  ADVENTURE
  • 17. V –is for Visibility& Value  Reposition from ‘Visit” in your mind and their’s. Not just a visitor – a member!!  Think sports club/health club/ski resort  Brand awareness, brand management, branded entertainment  A) Sport B) Health/Fitness c) Eco-tours d) Education e) Family f) Entertainment g) Hobby h) Country Club /Rec - Center
  • 18. E –is for Electronic  Website /SEARCH ENGINE OPTIMIZATION/MARKETING/ PAY PER LEAD – COA – cost of acquisition  Video on demand  Videos *Ecards  Audio *Electronic products  Music *Curriculum (Colonial Williamsburg)  Cave Safety (PSA)  Video Game
  • 19. E is for Electronic Commerce  Affiliate sales – Linkshare  Amazon.com  Buy.com  2-way radios *GPS *CD ROM *DVD  *Walkie-Talkie *Screensaver, *Wallpaper  *Ecards *Halloween, *Xmas *Vday *Spring Fling *Easter *Graduation *Mother’s Day *Father’s Day *Summer *Back to School *Earth Day *Anniversary
  • 20. Co-Op Marketing  Market each other  Market products  Market nation-wide  Market internationally  Market packages  Market vacations  Market education  Market “ARM CHAIR TRAVEL”
  • 21. Hawaii – Co-Op Marketing  Ford *Bloomingdales  United Airlines *Samsonite  Bank of Hawaii *RayBan  Sheraton Hotels *Catalina  National Rent-A-Car *Macadamia Nuts  Tour Packagers *Grayline  Sailing Trips *Kodak
  • 22. Woodstock Revival Festival  Kodak * Amtrak  Sony MP3 player *American Airlines  Kodak *Avis Rental Car  Pepsi *Greyhound  Mountain Dew * Birkenstock  Chevrolet *Amazon.com  Tower Records *Ticketmaster
  • 23. CAVING –As Sport/ Resort  Kodak/Fuji *Almonds  Arrowhead Water *Raisins  Gatorade *MetRx  REI *Patagonia  Sports Chalet *Birkenstock  Amazon.com *Levis  Jewelry *Publishers & MORE
  • 24. BRANDED ENTERTAINMENT  Books QVC Co-sponsored events  CD’s HSN  DVDs Edu-tainment  Videos Online Events  TV Shows Reality series  Travel Channel/Discovery/ Disney LIFETIME (women) SPIKE (Men)
  • 25. SPONSORSHIP  Corporations *Travel outfitters/packagers  Brands *Camps  Grants *Sierra Club & more.  Educational Institutions  Elder-hostel  Continuing Education  Non-profits/museums
  • 26. Co-Op Marketing Program Plan  $10,000 for 34 attractions -- $340,000  Sponsorship – co-op – 10 times that =  $3.4 million dollar plan of promotion/marketing/ co-op sponsorship  MULTIPLIER – jobs/leads/market while you sleep.
  • 27. Services Available  ½ day evaluation/recommendations $500  1 day on-site/ including travel $2500  1 day on-site/travel/ sponsorship recommendations/leads/ marketing plan $5,000  1 day (no travel) sponsorship/marketing recommendations/plan of action $3000 –monthly check-in/update.  Event planning – TBD
  • 28. Joyce A. Schwarz, JCOM  Travel/Tourism Marketing  Emerging Entertainment  Public Relations  Online Marketing – SEO  Sponsorship  Branded Entertainment  Email: Joycecom@aol.com , 310-822-3119

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