21 st Century Marketing Presentation: Joyce Schwarz, JCOM Thursday, 10/15/03, Redding, CA. www.joycecom.com , 310-822-3119

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.

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.

20 ST 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

PRODUCT – WHAT ARE YOU SELLING?

PRICE – pricing– individual, family, senior, group prices

PLACE – LOCATION LOCATION LOCATION…

PROMOTION –ADVERTISING, PR, BROCHURES & COUPONS

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?

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?

Enter the 21 st Century Economy The Experience Economy The Entertainment Economy

The Experience Economy

The Entertainment Economy

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

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

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???

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???

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!

‘ 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!

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

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

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

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

CHANNEL MARKETING Wholesale Retail Onsite Online Resellers Groups Cause related marketing/moneymakers

Wholesale

Retail

Onsite

Online

Resellers

Groups

Cause related marketing/moneymakers

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

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

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,

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,

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.

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.

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

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

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

Affiliates – other people sell you

Ambassadors – VIP/opinion leaders

Adventure

After/before/during

Advertainment (advertising/entertainment)

Info-tainment, Edu-tainment, Custom-tainment

ADVENTURE

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

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

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

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

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

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

Co-Op Marketing Market each other Market products Market nation-wide Market internationally Market packages Market vacations Market education Market “ARM CHAIR TRAVEL”

Market each other

Market products

Market nation-wide

Market internationally

Market packages

Market vacations

Market education

Market “ARM CHAIR TRAVEL”

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

Ford *Bloomingdales

United Airlines *Samsonite

Bank of Hawaii *RayBan

Sheraton Hotels *Catalina

National Rent-A-Car *Macadamia Nuts

Tour Packagers *Grayline

Sailing Trips *Kodak

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

Kodak * Amtrak

Sony MP3 player *American Airlines

Kodak *Avis Rental Car

Pepsi *Greyhound

Mountain Dew * Birkenstock

Chevrolet *Amazon.com

Tower Records *Ticketmaster

CAVING –As Sport/ Resort Kodak/Fuji *Almonds Arrowhead Water *Raisins Gatorade *MetRx REI *Patagonia Sports Chalet *Birkenstock Amazon.com *Levis Jewelry *Publishers & MORE

Kodak/Fuji *Almonds

Arrowhead Water *Raisins

Gatorade *MetRx

REI *Patagonia

Sports Chalet *Birkenstock

Amazon.com *Levis

Jewelry *Publishers & MORE

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)

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)

SPONSORSHIP Corporations *Travel outfitters/packagers Brands *Camps Grants *Sierra Club & more. Educational Institutions Elder-hostel Continuing Education Non-profits/museums

Corporations *Travel outfitters/packagers

Brands *Camps

Grants *Sierra Club & more.

Educational Institutions

Elder-hostel

Continuing Education

Non-profits/museums

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.

$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.

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

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

Joyce A. Schwarz, JCOM Travel/Tourism Marketing Emerging Entertainment Public Relations Online Marketing – SEO Sponsorship Branded Entertainment Email: Joycecom@aol.com , 310-822-3119

Travel/Tourism Marketing

Emerging Entertainment

Public Relations

Online Marketing – SEO

Sponsorship

Branded Entertainment

Email: Joycecom@aol.com , 310-822-3119