Threesides Tourism Shellharbour - Tourism Marketing Essentials

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There so many ways to market your business to find and keep the customers you really want, but which ideas work best and where should you be investing your time, effort and budget. This practical training workshop for tourism operators covered more than 20 simple and effective ways you can be marketing your business and connecting with more of the right customers.

This workshop was presented by Todd Wright of Threesides Marketing for Shellharbour Tourism. Threesides are well known operators in regional tourism and destination marketing, and the digital and social marketing scene. They have worked with individual operators, tourism destinations, local councils and state tourism marketing bodies.

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Threesides Tourism Shellharbour - Tourism Marketing Essentials

  1. 1. Smarter Marketing for your Tourism Business in 2014 Tourism Shellharbour May 2104 Todd Wright – Threesides Marketing
  2. 2. We help these businesses with their marketing: National Parks NSW – Wild about Whales Capital Region Farmers Market @ EPIC Yass Valley Tourism Sapphire Coast Tourism Old Bus Depot Markets Campus Living Villages (and more…)
  3. 3. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  4. 4. Overview 1. Go back to basics (briefly) and make sure you have covered the fundamentals 2. Review your tactics and current activities 3. Identify new tactics and activities to add to your marketing mix
  5. 5. What can we achieve today? Inspire Direct Inform
  6. 6. Your name, your business and one thing on your ‘list’ to cover today?
  7. 7. PLEASE UNDERSTAND THAT…
  8. 8. Marketing is not Advertising
  9. 9. The process of finding and keeping customers
  10. 10. What’s Harder? (A) Finding customers (B) Keeping customers
  11. 11. Solve a problem Your marketing needs to show how you will solve a problem. What is your customers real problem.
  12. 12. 1. Know your target market 2.Create some goals 3.Understand your marketing mix 4.Develop your tactics 5.Set your budget 6.Evaluate Six simple Marketing steps.
  13. 13. 1.KNOW YOUR TARGET MARKET
  14. 14. The customer you really want • Highest longterm value • Low cost to reach • Highest chance of repeat sale The right customer
  15. 15. Customer Market Segments VFRLeisure Lunchtime Dinner Morning Segment by type of customer, geography, time of day, habits, age, etc.
  16. 16. Develop a marketing persona Name: Kevin Age: 30s Character: Authoritative and Professional Location: Sydney – Eastern Suburbs Time of Day: Lunchtime Interests: Active Employment: Public Service
  17. 17. The Marketing TO DO list • Develop a written overview of your current customers • What is your current marketing doing to target these people? • Develop a set of personas (no more than 2-3) of your ideal customers • What needs to change in your marketing to meet the needs of these group?
  18. 18. 2.CREATE YOUR MARKETING GOALS
  19. 19. Poor Goal example Get sales in the door – NOW!
  20. 20. Good Goal example Good 1. To create 10 qualified business leads / enquiries by the end of April. Better 2. To create 10 leads and 3 converted sales worth $2,000ea within 60 days
  21. 21. The Marketing TO DO list • Identify 3-4 SMART marketing goals to achieve in the next 6 months. • Consider the resources, tactics and time you need to complete them?.
  22. 22. 3.UNDERSTAND YOUR MARKETING MIX
  23. 23. The 4 p’s of marketing Product, Price, Place, Promotion
  24. 24. 4 P’s
  25. 25. Changing any P will affect the other P’s
  26. 26. 7 P’s? + + +
  27. 27. 4. DEVELOP YOUR PROMOTIONAL TACTICS
  28. 28. Promotion Public Relations Online Marketing Advertising Direct Marketing Sponsorship Trade Marketing Networking Onsite Marketing
  29. 29. There is no marketing ‘silver bullet’
  30. 30. The marketing kit must haves: 1. Business name / Logo / Visual Identity 2. Email address / web name 3. Database / List of your customers and permission to contact them 4. A good quality website 5. A good selection of your own photos 6. Newsletter / communication with database 7. An easy to understand / ‘good’ offer 8. A membership 9. A partnership 10. A really good book keeper or accountant (so you can do more marketing).
  31. 31. Who can I use to help me?
  32. 32. Cowboys vs Ninjas
  33. 33. Who’s Who in Marketing Creative Agency Marketing Consultant Graphic Designer Online Marketing Specialist Copy Writer Photographer Market Researcher Printers Advertising Specialist Public Relations Consultant
  34. 34. 5. SET YOUR BUDGET
  35. 35. What should I spend on marketing?
  36. 36. How much does it cost to find and keep one customer?
  37. 37. What are you paying for? • Website – $4-7,000 • Domain name / email address - $50 • Flyer or brochure - $700 / design - $1,500 print + distribution • Radio / TV – from $2000 month • Google adwords – from $100 month • Signage - $500 for a pull up banner • Direct mail - $400 to target 500 people + design • Email direct mail - $50 to target 500 + design • Photography - $500 / 2 hrs – 60 shots
  38. 38. How much is your customers opinion of your business and product worth?
  39. 39. 6. EVALUATE
  40. 40. How can I tell if my marketing is working?
  41. 41. What ever works for your business that you’ve tested, measured and proven the result.
  42. 42. Simple things you can measure  Website Visitors  Phone call enquiries  Email enquiries  Sales Leads  Converted sales  New customers  Returning customers  Value per customer  Referral sources  Sales per product  Returns  Complaints
  43. 43. Write it down Write down your results and track them over time.
  44. 44. 1. Know your target market 2.Create some goals 3.Understand your marketing mix 4.Develop your tactics 5.Set your budget 6.Evaluate Six simple Marketing steps.
  45. 45. The process of finding and keeping customers
  46. 46. Your Tourism Marketing Tactics
  47. 47. Aussies are now spending on average 23.3 hours online each week, 3.5 times more than the 6.7 hours we were spending online back in 2003.
  48. 48. Digital Travel Lifecycle •The Stages a tourist goes through and their digital touch points. •(See handout)
  49. 49. 1. What does your business look like online right now? 2. Where can I find you? 3. Where can’t I find you? 4. What do I find when I get there? Your business digital footprint
  50. 50. Almost three-quarters of Australian companies are planning to increase digital spend this year, with digital marketing budgets expected to increase an average of 28%. Responsys digital marketing report April 2013 (850 marketing managers surveyed) Digital Budget
  51. 51. Budget Questions: 1. What is your total marketing budget 2. What % is digital 3. Split digital into tactics – email, website, social, advertising. other 4. Estimate ROI of each activity area 5. Can you increase / decrease budget to affect results?
  52. 52. Reporting: What are you measuring online? Is what you are doing working? 1. Website analytics - conversions 2. Social Media – Engagement + Reach+ Sentiment 3. Reviews – Sentiment + issues resolved 4. Search – SERP’s + Page views 5. SEM – Clicks + Conversion 6. Contact forms – leads 7. Ecommerce – direct sales 8. Budget – ROI of activities
  53. 53. Digital Tactics WEBSITE & Content LOCAL Listings + Content Distribution LINKS connections SEARCH SEO/SEM SALES & Distribution DIRECT marketing - EMAIL SOCIAL Media REVIEW Sites ONLINE MARKETING PLAN+ TACTICS Digital Footprint Target market Plan + Tactics Budget Reporting
  54. 54. Monitor the web with Google Alerts www.google.com/alerts
  55. 55. http://www.google.com.au/business/placesforbusiness
  56. 56. Content Distribution Channels • Australian Tourism Data Warehouse  Descriptions, Events, Photos, Video  Multiple distribution Channels incl. Visit NSW  Don’t underestimate the value of low cost content distribution channels
  57. 57. From desktop to mobile- why??  Mobile sales have already overtaken desktop sales, and mobile internet usage is predicted to overtake desktop internet usage by 2014  67% of users claim they are more likely to purchase from a mobile-friendly website Source: http://searchenginewatch.com
  58. 58. Mobile what? Fully Mobile Optimised + Responsive website • Can detect the size of the viewing device and adapts to suit • Folds to suit screen size Mobile friendly • Website that functions correctly on a mobile device • Tiny scaled down version of a site • Doesn’t break on mobile m. - Mobile website • Completely separate website designed specifically for use on a small mobile device • m.yourwebsite.com.au
  59. 59. GET STARTED

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