TML Tourism Marketing
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Tourism Marketing Presentation for the Texas Municipal League's 2011 annual convention featuring Janna Patrick, Shanna Smith Snyder and James Kunke.

Tourism Marketing Presentation for the Texas Municipal League's 2011 annual convention featuring Janna Patrick, Shanna Smith Snyder and James Kunke.

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TML Tourism Marketing Presentation Transcript

  • 1. TOURISM MARKETING
    Janna Patrick
    Arts & Communications Coord./PIO
  • 2. TOURISM MARKETING
    What is tourism marketing?
    Tourism marketing involves product development, location and pricing.
    Develop the brand identity first. The brand is who you are and the slogan is what you do.
    Example :
    Conroe
    Urban Jewel in the Piney Woods
  • 3. TOURISM MARKETING
    Develop the brand and build it. Public relations and advertising maintain it’s position. PR lays the foundation and advertising moves the communication.
    Intangibles & tangibles in tourism marketing.
    Add marketing resources and services or products to meet customers needs.
    Example: Online Visitors Guide, maps, collateral print brochures
  • 4. TOURISM MARKETING
    • Focus on a demographic most likely to buy the product rather than a mass market.
    Example: Product development in Downtown Conroe is the Arts & Entertainment District with 3 theatres, 4 art galleries, 3 restaurants and some retail. The Cultural tourist is the target demographic and families.
    • Develop a product that is unique and shows a differiention from other cities.
  • TOURISM MARKETING
    • You have to sell a tourism experience or promise.
    • 5. A promise is established through consistent messaging, reinforced by a strong brand delivery and the community must embrace it.
    • 6. It must project a unique identity and character.
    • 7. For every hour traveling to a destination, you must have 4 hours of entertainment.
    Rogar Brooks Destination Development
  • 8. TOURISM MARKETING PLANFirst 3-5 Years
    Develop a themed branding campaign
    Design and maintain a tourism website
    Create a consumer marketing & PR campaign
    Create a Visitor Information Center system
    Add a limited number of off-season events
    Example: Over 11 non-profit arts organizations produce a season every year in Conroe.
  • 9. TOURISM MARKETING
    The result of good product development relative to tourism means local business organizations, and events gain revenue from enhanced marketing support.
    The city gains an increase in lodging and sales taxes.
    Tourism in Texas is economic development
    In providing the product to create jobs
  • 10. TOURISM MARKETING
    Tourism must have a uniqueness & memories
    Three types of memory that is :
    1. What we expect to happen (pre-memory)
    2. Ability to show positive quality product perception.
    3. Word of mouth is an example of post memory which is extremely important.
    Dr. Peter Tarlow – Texas A & M University
  • 11. TOURISM TACTICS
    Mobility Marketing through Smart Phones
    Text to a phone number that advertises your event complete with a map, schedule and event information
    Targets 18-40 years old and 50 years old
    Track where they are coming from through information they give when they sign up.
  • 12. TOURISM TACTICS
    Website – Start posting your event 90 days before the event starts.
    Radio – 2 weeks before your event, no less that 21 spots per week. Use the radio station your demographic listens to.
    TV- Public Access Channel & Public Affairs shows on community activities is offered free of charge in most cities.
    Call ABC Faces and tell them about your event
  • 13. TOURISM TACTICS
    Volunteer Participation
    Kickoff a volunteer event to recruit
    Work with different ages and put them where their strengths can shine
    Thank them and give them ownership
    Do a post event analysis and ask them what went right and what went wrong.
  • 14. TOURISM MARKETINGEvents In Conroe.
    Conroe Cajun Catfish Festival – 2nd weekend
    In October – Over 20 Years Old
    Conroe Christmas Celebration – 2nd weekend
    in December
    First Thursday FREE Concerts April to Sept.
    KidzFest – FREE – For Kids of all ages - April
  • 15. TOURISM MARKETING
    Resources – Dr. Ray Perryman
    State of Texas - Cultural Tourism Report
    TELP – Texas Event Leadership Program
    Texas A & M University – Certified Event Training
    Will provide secret shoppers to your event at no cost to give feedback on your event.
    IFEA – International Festivals & Events
  • 16. TOURISM MARKETING
    Log onto www.cityofconroe.org, visitors, calendar for more info.
    Janna Patrick – jpatrick@cityofconroe.org
    936 522-3025
  • 17. Improving Abilene’s Quality of Life Through
    Travel & Tourism
    MISSION: HEADS IN BEDS
  • 18. Tourism in the World
    WORLD’S largest service industry.
    Employs 235 MILLION people.
    9.2% of the Global GDP.
  • 19. 1 in 9 are employed in travel & tourism in U.S.
    $113 BILLION in tax revenue.
    #1 U.S. export with
    $22 BILLION trade surplus.
    Tourism in America
  • 20. You could fill the Cowboy Stadium 126 TIMES with people directly employed in the U.S. Travel Industry!
  • 21. You could fill the Rangers Ballpark nearly 11 TIMES over with TEXANS directly employed in the Travel Industry.
  • 22. Ft. Worth / Arlington
    62,700 JOBS
    $78 MILLION LOCAL TAX REVENUE
    Dallas / Plano / Irving
    80,600 JOBS
    $211 MILLION LOCAL TAX REVENUE
    Abilene
    3,480 JOBS
    $6.1 MILLION LOCAL TAX REVENUE
    Austin / Round Rock
    45,000 JOBS
    $99 MILLION LOCAL TAX REVENUE
    Houston / Baytown / Sugar Land
    112,900 JOBS
    $248 MILLION LOCAL TAX REVENUE
    San Antonio
    61,700 JOBS
    $134 MILLION LOCAL TAX REVENUE
  • 23. Traditional Industry vs. Travel Industry
    To Markets
    Move Products
    To Products
    (destination)
    Move Markets
  • 24. Convention & Visitor Bureau Funding
    Hotel Tax
  • 25. Destination Marketing Organizations
  • 26. One Way That We Sell & Serve…
  • 27.
  • 28. Why Are We Doing All This?
    Food & Travel are 2 industries that MUST be on social media.
    Mobile usage will trump desktop usage by 2014 (if not sooner).
    8% of all bookings will take place via mobile by 2012.
    52% say that friends Facebook photos inspired their next trip.
  • 29. What This Means…
  • 30.
  • 31.
  • 32.
  • 33. Travel Matters
  • 34. City & County Presentation Video
  • 35. Best Advice?
  • 36.
  • 37. Contact Information
    Shanna Smith Snyder
    Director of Communication
    Abilene Convention and Visitors Bureau
    325.676.2556 (Office)
    shanna@abilenevisitors.com
    @shannasmith
    @AbileneCVB
    www.slideshare.net/shannasmithsnyder
  • 38. TOURISM MARKETING
    James Kunke
    Community Relations & Tourism Director
  • 39. TOURISM MARKETING