21st Century Marketing/Sponsorship Joyce Schwarz

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21st Century Marketing/Sponsorship Joyce Schwarz

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

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