SlideShare a Scribd company logo

How to Compete & Win with Smaller Budgets

A
Alex Rudie

This presentation from Dave Looby, Joe Henry, and Steve Markuson provides tips on how to compete and win in the Tourism industry, even if you have a small budget.

1 of 52
Download to read offline
How to Compete & Win with
Smaller Budgets
Strategy + Focus =
Success
Dave Looby / Minneapolis NW
Joe Henry / Lake of the Woods Tourism
Steve Markuson / Twin Cities Gateway
Sponsored by MediaOne North America
Atlanta, Georgia
MACVB SUMMIT / ALEXANDRIAMACVB SUMMIT / ALEXANDRIA
Prospects Visit Multiple Sites in their
Travel Decision Path
Holistic Approach – it all Works Together
MACVB SUMMIT / ALEXANDRIA
Managing Stakeholder Expectations
• Lodging properties want room nights
• Public officials want economic development
• Businesses expect marketing & promotion
• Community desires more amenities
• Your agency thinks the money is theirs
• Local groups seek donations
The money grab…
CVBs Need to Change
the Perceptions of Tourism
• Get all stakeholders on the same page
• Everyone must know / support the CVB’s role
• This may require changing perceptions
• Longwoods International “Halo Effect’
What Happens When More Visitors Come to Town?
Magic
Happens!
21% 24% 17% 16% 16% 6%
Lodging Food / Bev Retail Recreation Transport Other
Lodging F & B Retail Recreation Transport Other
What Happens When More Visitors Come to Town?
21% of visitor spending is on lodging and 79% is spent on “main street” & in the community
(Many visitors come back year-after-year, so their lifetime value increases exponentially)
What Happens When More Visitors Come to Town?
The perception of the community is enhanced
What Happens When More Visitors Come to Town?
The community attracts a stronger workforce
What Happens When More Visitors Come to Town?
New businesses are attracted to the community
What Happens When More Visitors Come to Town?
The community attracts retirees
MACVB SUMMIT / ALEXANDRIA
Earned Media – Be in the Game
• Put yourself out there, be in the game
-NPAA
-AGLOW
-OWAA
-Fishing Tournaments
-ICAST
Earned Media – Create Win-Wins
• Can this individual benefit LOW?
• What media will be created?
• Where will media be seen?
• What else may they offer?
• Images, Videos, Social Media
• Based on what value they bring, how
can we reciprocate?
• Long term relationships
• Negotiate
Earned Media – Create Your Own,
Leverage Local Expertise
• Where? Newspapers, magazines, TV, Radio
• Who?
• You, staff, local expertise
• Hotel Staff
• Resort Owner
• Bar and Restaurant expertise
• Fishing/Hunting Guide
• Local Attractions
• Retailer with New Store or Products
• Write Articles and Blogs
• Create Videos
• Guest on TV shows
• Radio interviews
MACVB SUMMIT / ALEXANDRIA
A CVB Can’t Be All Things to All People
Focus on the market segments
that represent the greatest
opportunities to generate
incremental visitation to your
destination area, as well as those
that will stimulate tourism-related
economic impacts.
( To compete effectively, your CVB may need to
do things differently than the way others do )
How Do You Eat an Elephant?
(aka: How to Compete w a Smaller Budget)
One bite at a time…
• Adhere to your strategic objectives
• Focus on the segments w highest ROI
• Differentiate yourself from others
• Align strategies with your budget
It All Starts with the Foundation
If you don’t have a
strong foundation,
everything you do gets
much harder
each step of the way
The Foundation
• Competitive landscape +
• Product assessment +
• Your differentiators +
• Seasonality / lodging availability +
• Your visitor profile +
• Your community assets +
• Your partnership opportunities +
• Key performance indicators =
Realistic strategic objectives
It All Ends with Strategic Objectives
(If you don’t have strategic objectives, it’ll kill you…)
• Increase tourism awareness
• Reach micro-targeted prospects
• Increase non-peak period business
• Generate incremental overnight stays
• Leverage resources via partnerships
• Maximize prospect engagement
It All Ends with Strategic Objectives
(If you don’t have strategic objectives, it’ll kill you…)
• Increase tourism awareness
• Reach micro-targeted prospects
• Increase non-peak period business
• Generate incremental overnight stays
• Leverage resources via partnerships
• Maximize prospect engagement
MACVB SUMMIT / ALEXANDRIA
A CVB’s Best Prospects
• VFR / previous visitors to the area
• Your website visitors
• Your local partner(s) website visitors
• EMT website visitors
• Geo-targeted origin markets
• Special / vertical / niche markets
Do you know your visitor profile?
( If you know who your best
prospects are, you don’t have to
hunt for them )
Pick the Low Hanging Fruit
Social Media - Facebook
• Facebook
• Build Audience
• Facebook Like Campaign
• Gain Followers Organically… good content
• Talk about page
• Increase Exposure
• Good Content
• Understand Algorithm (Haha)
• Boost Posts
• Facebook Ad Campaign
Social Media – Other Platforms
• YouTube
• Twitter
• Instagram
Lake of the Woods Tourism Newsletter
• Newsletter
• Fishing Report, 3 blogs, Outdoor Recipe
• Weekly Distribution
• Build Audience
• Sportshows
• Key Stakeholders, ask
• Work with vendor lists
• Promote on social media
• Quality Content
• Better open rate
• More credibility
• Useful for social media
• Drives guests to Website
Newsletter
• All on WordPress website
• Drives more traffic and awareness
• Increases SEO
• Work within blog to better SEO
• Focus Keyword
• SEO Title
• Meta Description
• Label Images, Alt Text
Organize Blogs with Jace
MACVB SUMMIT / ALEXANDRIA
How does a CVB Break through the Clutter?
5.2 billion Google web searches are done each day
Planning Overview
Set realistic, measurable goals
Match tactics to hit strategic objectives
Recognize saturation points – avoid waste
Develop / test creative – at least 3 versions
Re-purpose content for multi-channel use
(Content is good. More content is better)
Digital Marketing Levels the Playing Field
• Determine your digital marketing budget
• Utilize available analytics
• Add tracking pixels to your website
• Solutions based on strategic objectives
• Reach micro-targeted prospects
• Drive referrals / traffic to stakeholders
• Maximize prospect engagement
• Test / measure / optimize
Targeting
by Keywords
Your
destination
Competitive
destinations
Idea
searches in
state
Add tracking to determine/measure:
• Clickable areas of your website
• What are your key pages?
• Where do you want to drive traffic?
(lodging / events / visitors guide)
Conversions – Set Clear Goals
Based on your Strategic Objectives
MACVB SUMMIT / ALEXANDRIA
The Power of Video
• Video will be 70% of web content by 2020
• Video can boost click-thru by 200% - 300%
• Video embedded in landing pages can increase conversion 80%
• Video assists 90% of prospects in making purchasing decisions
• Video content promotes brand recall / increases organic search
(Source: Forbes Business 2017)
Videos
• Things to Remember
• Keep them short, around 1 minute or
less is best
• Don’t need perfection
• Content, content, content
• Get creative
• There are video possibilities everywhere
• Do you have a YouTube Channel?
• Upload file to Facebook separate than
YouTube
Videos – Have Fun!
Videos – It’s About Your Audience
• Activities
• Food
• Events
• New hotels or businesses
• Interesting People
• Off the radar stories
Videos – No Edit or Simple Editing
• In a hurry, do one take
• Upload from phone
• Smart phone editing
• Video Editing Programs for PC
• Variety of inexpensive programs
• We use PowerDirector
MACVB SUMMIT / ALEXANDRIA
Smaller Budgets + Strategy + Focus = Efficiencies
• Re-purpose content for multi-channel
• Landing page development
• Paid search
• Social media posts / Facebook “boosts”
• Re-targeting (website / display)
• Sequential re-targeting to conversion goals
• Segmented re-targeting
• Content Activation (Native ads)
• YouTube channel
• Contextual re-targeting
• Geo-fencing / location targeting
• Connected TV
Utilize
available
budget for
these
solutions
until
reaching the
saturation
point
Add
solutions
as budget
permits
Test: image / copy / header for digital display ads &
optimize for re-targeting based on performanceTest / Measure / Optimize
Retargeting & Creative Testing
• Most efficient form of frequency
• Test creative to see what resonates best
Creative Key
Sled Indoor Family
Fun
Stay in Gate Zero Gravity
Creative Imps. Clicks CTR
Indoor Fam Fun 162,101 639 0.39%
Sled 204,031 1,054 0.52%
Stay In Gate 341,535 755 0.22%
Zero G 163,150 565 0.35%
TOTAL 870,817 3,013 0.35%
Prospecting campaign drives
initial traffic to content pages
Retarget with
sequential ads
Drive traffic back to goal pages
like Hotels or partner links
Create ads to drive traffic to specific goals, e.g. hotels / events / visitors guide
Sequential Ad(s) Retargeting = Conversions
Segmented Website Retargeting
Events
Create buckets of audiences to retarget based on…
• Content visited
• Page volume in Google Analytics
• Retarget with specific messaging based bucket
Hotels
Sequentially
retarget people
with specific
messaging to
bucket
Things
To Do
The Content
Native Ads Drive Traffic to Content
Targeted native ads drive guaranteed
number of readers to the pages
Content written and placed on your
website. Optimized for SEO and linked to
partners.
Advice
• Develop / use a content calendar
• Don’t try too many things at once
• Match your strategies to objectives
• Don’t chase the next shiny object
• Manage digital to conversion goals
• Test / measure / optimize
How to Compete & Win with Smaller Budgets

Recommended

Minne-Roadtrip Report
Minne-Roadtrip ReportMinne-Roadtrip Report
Minne-Roadtrip ReportAlex Rudie
 
John Edman, Explore Minnesota, Industry Overview
John Edman, Explore Minnesota, Industry OverviewJohn Edman, Explore Minnesota, Industry Overview
John Edman, Explore Minnesota, Industry OverviewDee Schutte
 
Final Four Guerilla Marketing
Final Four Guerilla MarketingFinal Four Guerilla Marketing
Final Four Guerilla MarketingAlex Rudie
 
Creative and Impactful Content
Creative and Impactful ContentCreative and Impactful Content
Creative and Impactful ContentDee Schutte
 
W.A. Fisher - Getting the Most Out of Google Analytics
W.A. Fisher - Getting the Most Out of Google AnalyticsW.A. Fisher - Getting the Most Out of Google Analytics
W.A. Fisher - Getting the Most Out of Google AnalyticsAlex Rudie
 
[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired Traveller[Accommodation Marketing] Today's Socially Inspired Traveller
[Accommodation Marketing] Today's Socially Inspired TravellerDigital Visitor
 
Tbex15 Asia Thailand Lily Heise
Tbex15 Asia Thailand Lily HeiseTbex15 Asia Thailand Lily Heise
Tbex15 Asia Thailand Lily HeiseTBEX
 
[Cruise Marketing] Targeting Cruise Audiences on Social Media
[Cruise Marketing] Targeting Cruise Audiences on Social Media[Cruise Marketing] Targeting Cruise Audiences on Social Media
[Cruise Marketing] Targeting Cruise Audiences on Social MediaDigital Visitor
 

More Related Content

What's hot

Full digital strategy for w hotel
Full digital strategy for w hotelFull digital strategy for w hotel
Full digital strategy for w hotelWeiyi Yin
 
7 Winning Strategies For Personalizing Your Guest Experience
7 Winning Strategies For Personalizing Your Guest Experience7 Winning Strategies For Personalizing Your Guest Experience
7 Winning Strategies For Personalizing Your Guest ExperienceDan Saso
 
[WTM] Social Media Advertising for the Travel and Tourism Industry
[WTM] Social Media Advertising for the Travel and Tourism Industry[WTM] Social Media Advertising for the Travel and Tourism Industry
[WTM] Social Media Advertising for the Travel and Tourism IndustryDigital Visitor
 
McCue Tourism & Wine Marketing Capabilities
McCue Tourism & Wine Marketing CapabilitiesMcCue Tourism & Wine Marketing Capabilities
McCue Tourism & Wine Marketing Capabilitiesmccuemarketing
 
Travelotus Pitch deck for SLA accelerator 2017
Travelotus Pitch deck for SLA accelerator 2017Travelotus Pitch deck for SLA accelerator 2017
Travelotus Pitch deck for SLA accelerator 2017Nofisat Tolulope Balogun
 
W Hotels NMDL Presentation
W Hotels NMDL PresentationW Hotels NMDL Presentation
W Hotels NMDL PresentationMary Gamelin
 
Quem Vai? - Get Together. Collect Memories.
Quem Vai? - Get Together. Collect Memories.Quem Vai? - Get Together. Collect Memories.
Quem Vai? - Get Together. Collect Memories.Gabriel Bogo
 
Measuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectMeasuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectDana Chinn
 
Marketing plan 11 18-06
Marketing plan 11 18-06Marketing plan 11 18-06
Marketing plan 11 18-06Amy Virgo CTA
 
Future of Digital Marketing: Brand Communities (Webinar)
Future of Digital Marketing: Brand Communities (Webinar)Future of Digital Marketing: Brand Communities (Webinar)
Future of Digital Marketing: Brand Communities (Webinar)Build Your Community
 
Making Travel Personal
Making Travel PersonalMaking Travel Personal
Making Travel PersonalChyan Phang
 
2016 Hospitality Digital Marketing Predictions
2016 Hospitality Digital Marketing Predictions2016 Hospitality Digital Marketing Predictions
2016 Hospitality Digital Marketing PredictionsLeonardo
 
Super Duper Burger_Brand Awareness Campaign
Super Duper Burger_Brand Awareness CampaignSuper Duper Burger_Brand Awareness Campaign
Super Duper Burger_Brand Awareness CampaignSara Faizpour
 
TBEX15 Asia Thailand Dileep Mudadeniya Jen H Traenhart
TBEX15 Asia Thailand Dileep Mudadeniya Jen H TraenhartTBEX15 Asia Thailand Dileep Mudadeniya Jen H Traenhart
TBEX15 Asia Thailand Dileep Mudadeniya Jen H TraenhartTBEX
 
W hotels, a top digital iq brand
W hotels, a top digital iq brandW hotels, a top digital iq brand
W hotels, a top digital iq brandkatialejeune
 

What's hot (20)

Full digital strategy for w hotel
Full digital strategy for w hotelFull digital strategy for w hotel
Full digital strategy for w hotel
 
7 Winning Strategies For Personalizing Your Guest Experience
7 Winning Strategies For Personalizing Your Guest Experience7 Winning Strategies For Personalizing Your Guest Experience
7 Winning Strategies For Personalizing Your Guest Experience
 
[WTM] Social Media Advertising for the Travel and Tourism Industry
[WTM] Social Media Advertising for the Travel and Tourism Industry[WTM] Social Media Advertising for the Travel and Tourism Industry
[WTM] Social Media Advertising for the Travel and Tourism Industry
 
The Best and Worst of Native Advertising: Roundtable 2014 Pete Marsh
The Best and Worst of Native Advertising: Roundtable 2014   Pete MarshThe Best and Worst of Native Advertising: Roundtable 2014   Pete Marsh
The Best and Worst of Native Advertising: Roundtable 2014 Pete Marsh
 
McCue Tourism & Wine Marketing Capabilities
McCue Tourism & Wine Marketing CapabilitiesMcCue Tourism & Wine Marketing Capabilities
McCue Tourism & Wine Marketing Capabilities
 
Travelotus Pitch deck for SLA accelerator 2017
Travelotus Pitch deck for SLA accelerator 2017Travelotus Pitch deck for SLA accelerator 2017
Travelotus Pitch deck for SLA accelerator 2017
 
W Hotels NMDL Presentation
W Hotels NMDL PresentationW Hotels NMDL Presentation
W Hotels NMDL Presentation
 
Quem Vai? - Get Together. Collect Memories.
Quem Vai? - Get Together. Collect Memories.Quem Vai? - Get Together. Collect Memories.
Quem Vai? - Get Together. Collect Memories.
 
Measuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information ProjectMeasuring the Online Impact of Your Information Project
Measuring the Online Impact of Your Information Project
 
Marketing plan 11 18-06
Marketing plan 11 18-06Marketing plan 11 18-06
Marketing plan 11 18-06
 
Future of Digital Marketing: Brand Communities (Webinar)
Future of Digital Marketing: Brand Communities (Webinar)Future of Digital Marketing: Brand Communities (Webinar)
Future of Digital Marketing: Brand Communities (Webinar)
 
Making Travel Personal
Making Travel PersonalMaking Travel Personal
Making Travel Personal
 
Shari Bailey, Connect Travel
Shari Bailey, Connect TravelShari Bailey, Connect Travel
Shari Bailey, Connect Travel
 
W hotel BK
W hotel BKW hotel BK
W hotel BK
 
2016 Hospitality Digital Marketing Predictions
2016 Hospitality Digital Marketing Predictions2016 Hospitality Digital Marketing Predictions
2016 Hospitality Digital Marketing Predictions
 
Growing Digitally
Growing DigitallyGrowing Digitally
Growing Digitally
 
Vikram Chowdhary
Vikram ChowdharyVikram Chowdhary
Vikram Chowdhary
 
Super Duper Burger_Brand Awareness Campaign
Super Duper Burger_Brand Awareness CampaignSuper Duper Burger_Brand Awareness Campaign
Super Duper Burger_Brand Awareness Campaign
 
TBEX15 Asia Thailand Dileep Mudadeniya Jen H Traenhart
TBEX15 Asia Thailand Dileep Mudadeniya Jen H TraenhartTBEX15 Asia Thailand Dileep Mudadeniya Jen H Traenhart
TBEX15 Asia Thailand Dileep Mudadeniya Jen H Traenhart
 
W hotels, a top digital iq brand
W hotels, a top digital iq brandW hotels, a top digital iq brand
W hotels, a top digital iq brand
 

Similar to How to Compete & Win with Smaller Budgets

Online Ads Targeting Basics with Google, Facebook, and LinkedIn
Online Ads Targeting Basics with Google, Facebook, and LinkedInOnline Ads Targeting Basics with Google, Facebook, and LinkedIn
Online Ads Targeting Basics with Google, Facebook, and LinkedInElijah Litscher
 
Selling internationally with digital marketing 1.7
Selling internationally with digital marketing 1.7Selling internationally with digital marketing 1.7
Selling internationally with digital marketing 1.7Chris Topher
 
Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2kevindoc84
 
Liz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy
 
marketing strategy workshop - what you need to market your digital project ea...
marketing strategy workshop - what you need to market your digital project ea...marketing strategy workshop - what you need to market your digital project ea...
marketing strategy workshop - what you need to market your digital project ea...Mutaz Ghuni
 
Selling internationally with digital marketing slide
Selling internationally with digital marketing slideSelling internationally with digital marketing slide
Selling internationally with digital marketing slideChris Topher
 
Selling internationally with digital marketing 1.9
Selling internationally with digital marketing 1.9Selling internationally with digital marketing 1.9
Selling internationally with digital marketing 1.9Chris Topher
 
Selling Internationally with Digital Marketing
Selling Internationally with Digital MarketingSelling Internationally with Digital Marketing
Selling Internationally with Digital MarketingEcommerceXpo
 
Selling internationally with digital marketing Slideshow
Selling internationally with digital marketing SlideshowSelling internationally with digital marketing Slideshow
Selling internationally with digital marketing SlideshowEvolution-e
 
Selling Internationally with Digital Marketing
Selling Internationally with Digital MarketingSelling Internationally with Digital Marketing
Selling Internationally with Digital MarketingEvolution-e
 
The Canadian Gaming Summit: My Presentation on
The Canadian Gaming Summit: My Presentation on The Canadian Gaming Summit: My Presentation on
The Canadian Gaming Summit: My Presentation on Allan Petrilli
 
Online Marketing presentation
Online Marketing presentation Online Marketing presentation
Online Marketing presentation Sam shetty
 
2020 TAFE - New Online Priorities - Digital Trends You Can Use
2020 TAFE - New Online Priorities - Digital Trends You Can Use2020 TAFE - New Online Priorities - Digital Trends You Can Use
2020 TAFE - New Online Priorities - Digital Trends You Can UseSaffire
 
Selling internationally with digital marketing 1.8
Selling internationally with digital marketing 1.8Selling internationally with digital marketing 1.8
Selling internationally with digital marketing 1.8Chris Topher
 
Podcast Marketing Essentials for Businesses & Bloggers
Podcast Marketing Essentials for Businesses & BloggersPodcast Marketing Essentials for Businesses & Bloggers
Podcast Marketing Essentials for Businesses & BloggersJustice Mitchell
 
Local Digital Strategy (2015)
Local Digital Strategy (2015)Local Digital Strategy (2015)
Local Digital Strategy (2015)Bryan Huber
 
OnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallOnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallChris Rash
 
Lessons from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Lessons from Holidays Past: Maximize Your Q4 Paid Search CampaignsLessons from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Lessons from Holidays Past: Maximize Your Q4 Paid Search CampaignsTinuiti
 
User Acquisition Bootcamp for Startups
User Acquisition Bootcamp for StartupsUser Acquisition Bootcamp for Startups
User Acquisition Bootcamp for StartupsDavid Ehrenberg
 

Similar to How to Compete & Win with Smaller Budgets (20)

Online Ads Targeting Basics with Google, Facebook, and LinkedIn
Online Ads Targeting Basics with Google, Facebook, and LinkedInOnline Ads Targeting Basics with Google, Facebook, and LinkedIn
Online Ads Targeting Basics with Google, Facebook, and LinkedIn
 
Selling internationally with digital marketing 1.7
Selling internationally with digital marketing 1.7Selling internationally with digital marketing 1.7
Selling internationally with digital marketing 1.7
 
Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2Febpres 140210130319-phpapp01 new2
Febpres 140210130319-phpapp01 new2
 
Liz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and Display
 
marketing strategy workshop - what you need to market your digital project ea...
marketing strategy workshop - what you need to market your digital project ea...marketing strategy workshop - what you need to market your digital project ea...
marketing strategy workshop - what you need to market your digital project ea...
 
Selling internationally with digital marketing slide
Selling internationally with digital marketing slideSelling internationally with digital marketing slide
Selling internationally with digital marketing slide
 
Selling internationally with digital marketing 1.9
Selling internationally with digital marketing 1.9Selling internationally with digital marketing 1.9
Selling internationally with digital marketing 1.9
 
Selling Internationally with Digital Marketing
Selling Internationally with Digital MarketingSelling Internationally with Digital Marketing
Selling Internationally with Digital Marketing
 
Selling internationally with digital marketing Slideshow
Selling internationally with digital marketing SlideshowSelling internationally with digital marketing Slideshow
Selling internationally with digital marketing Slideshow
 
Selling Internationally with Digital Marketing
Selling Internationally with Digital MarketingSelling Internationally with Digital Marketing
Selling Internationally with Digital Marketing
 
The Canadian Gaming Summit: My Presentation on
The Canadian Gaming Summit: My Presentation on The Canadian Gaming Summit: My Presentation on
The Canadian Gaming Summit: My Presentation on
 
Online Marketing presentation
Online Marketing presentation Online Marketing presentation
Online Marketing presentation
 
2020 TAFE - New Online Priorities - Digital Trends You Can Use
2020 TAFE - New Online Priorities - Digital Trends You Can Use2020 TAFE - New Online Priorities - Digital Trends You Can Use
2020 TAFE - New Online Priorities - Digital Trends You Can Use
 
Selling internationally with digital marketing 1.8
Selling internationally with digital marketing 1.8Selling internationally with digital marketing 1.8
Selling internationally with digital marketing 1.8
 
Podcast Marketing Essentials for Businesses & Bloggers
Podcast Marketing Essentials for Businesses & BloggersPodcast Marketing Essentials for Businesses & Bloggers
Podcast Marketing Essentials for Businesses & Bloggers
 
Local Digital Strategy (2015)
Local Digital Strategy (2015)Local Digital Strategy (2015)
Local Digital Strategy (2015)
 
OnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallOnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_small
 
Lessons from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Lessons from Holidays Past: Maximize Your Q4 Paid Search CampaignsLessons from Holidays Past: Maximize Your Q4 Paid Search Campaigns
Lessons from Holidays Past: Maximize Your Q4 Paid Search Campaigns
 
Facebook advertising
Facebook advertisingFacebook advertising
Facebook advertising
 
User Acquisition Bootcamp for Startups
User Acquisition Bootcamp for StartupsUser Acquisition Bootcamp for Startups
User Acquisition Bootcamp for Startups
 

More from Alex Rudie

Greater Mankato growth inc: Visit Mankato strategic focus 2018
Greater Mankato growth inc: Visit Mankato strategic focus 2018Greater Mankato growth inc: Visit Mankato strategic focus 2018
Greater Mankato growth inc: Visit Mankato strategic focus 2018Alex Rudie
 
Visit Faribault: Fairbault Area Chamber of Commerce & Tourism
Visit Faribault: Fairbault Area Chamber of Commerce & TourismVisit Faribault: Fairbault Area Chamber of Commerce & Tourism
Visit Faribault: Fairbault Area Chamber of Commerce & TourismAlex Rudie
 
Funding Your Future: CVB Outline
Funding Your Future: CVB OutlineFunding Your Future: CVB Outline
Funding Your Future: CVB OutlineAlex Rudie
 
Hill Capitol Legislative Lobbying
Hill Capitol Legislative LobbyingHill Capitol Legislative Lobbying
Hill Capitol Legislative LobbyingAlex Rudie
 
2019 MACE Conference Master Presentation
2019 MACE Conference Master Presentation2019 MACE Conference Master Presentation
2019 MACE Conference Master PresentationAlex Rudie
 
Partnership Strategies
Partnership Strategies Partnership Strategies
Partnership Strategies Alex Rudie
 
Step-by-Step Market Destinations
Step-by-Step Market DestinationsStep-by-Step Market Destinations
Step-by-Step Market DestinationsAlex Rudie
 
MACVB Compensation & Benefits Presentation
MACVB Compensation & Benefits PresentationMACVB Compensation & Benefits Presentation
MACVB Compensation & Benefits PresentationAlex Rudie
 
All the Things: Events as Assets
All the Things: Events as Assets All the Things: Events as Assets
All the Things: Events as Assets Alex Rudie
 
Metro Atlanta Opprtunity Zone Prospectus
Metro Atlanta Opprtunity Zone ProspectusMetro Atlanta Opprtunity Zone Prospectus
Metro Atlanta Opprtunity Zone ProspectusAlex Rudie
 
Waterloo: Opportunity Zone Prospectus
Waterloo: Opportunity Zone ProspectusWaterloo: Opportunity Zone Prospectus
Waterloo: Opportunity Zone ProspectusAlex Rudie
 
Village of Port Edwards: Opportunity Zone
Village of Port Edwards: Opportunity ZoneVillage of Port Edwards: Opportunity Zone
Village of Port Edwards: Opportunity ZoneAlex Rudie
 
Stevens Point: Opportunity Zone Project
Stevens Point: Opportunity Zone ProjectStevens Point: Opportunity Zone Project
Stevens Point: Opportunity Zone ProjectAlex Rudie
 
Wausau Opportunity Zone Project
Wausau Opportunity Zone ProjectWausau Opportunity Zone Project
Wausau Opportunity Zone ProjectAlex Rudie
 
Centergy Opportunity Zone Communities Summit
Centergy Opportunity Zone Communities SummitCentergy Opportunity Zone Communities Summit
Centergy Opportunity Zone Communities SummitAlex Rudie
 
Leveraging Opportunity Zones in Wisconsin
Leveraging Opportunity Zones in WisconsinLeveraging Opportunity Zones in Wisconsin
Leveraging Opportunity Zones in WisconsinAlex Rudie
 
Centergy Opportunity Zone Program Overview
Centergy Opportunity Zone Program OverviewCentergy Opportunity Zone Program Overview
Centergy Opportunity Zone Program OverviewAlex Rudie
 
How to Successfully Sell & Recruit in a Candidate-driven Market
How to Successfully Sell & Recruit in a Candidate-driven MarketHow to Successfully Sell & Recruit in a Candidate-driven Market
How to Successfully Sell & Recruit in a Candidate-driven MarketAlex Rudie
 
Event Management
Event ManagementEvent Management
Event ManagementAlex Rudie
 
Immigration Issues & Policy
Immigration Issues & PolicyImmigration Issues & Policy
Immigration Issues & PolicyAlex Rudie
 

More from Alex Rudie (20)

Greater Mankato growth inc: Visit Mankato strategic focus 2018
Greater Mankato growth inc: Visit Mankato strategic focus 2018Greater Mankato growth inc: Visit Mankato strategic focus 2018
Greater Mankato growth inc: Visit Mankato strategic focus 2018
 
Visit Faribault: Fairbault Area Chamber of Commerce & Tourism
Visit Faribault: Fairbault Area Chamber of Commerce & TourismVisit Faribault: Fairbault Area Chamber of Commerce & Tourism
Visit Faribault: Fairbault Area Chamber of Commerce & Tourism
 
Funding Your Future: CVB Outline
Funding Your Future: CVB OutlineFunding Your Future: CVB Outline
Funding Your Future: CVB Outline
 
Hill Capitol Legislative Lobbying
Hill Capitol Legislative LobbyingHill Capitol Legislative Lobbying
Hill Capitol Legislative Lobbying
 
2019 MACE Conference Master Presentation
2019 MACE Conference Master Presentation2019 MACE Conference Master Presentation
2019 MACE Conference Master Presentation
 
Partnership Strategies
Partnership Strategies Partnership Strategies
Partnership Strategies
 
Step-by-Step Market Destinations
Step-by-Step Market DestinationsStep-by-Step Market Destinations
Step-by-Step Market Destinations
 
MACVB Compensation & Benefits Presentation
MACVB Compensation & Benefits PresentationMACVB Compensation & Benefits Presentation
MACVB Compensation & Benefits Presentation
 
All the Things: Events as Assets
All the Things: Events as Assets All the Things: Events as Assets
All the Things: Events as Assets
 
Metro Atlanta Opprtunity Zone Prospectus
Metro Atlanta Opprtunity Zone ProspectusMetro Atlanta Opprtunity Zone Prospectus
Metro Atlanta Opprtunity Zone Prospectus
 
Waterloo: Opportunity Zone Prospectus
Waterloo: Opportunity Zone ProspectusWaterloo: Opportunity Zone Prospectus
Waterloo: Opportunity Zone Prospectus
 
Village of Port Edwards: Opportunity Zone
Village of Port Edwards: Opportunity ZoneVillage of Port Edwards: Opportunity Zone
Village of Port Edwards: Opportunity Zone
 
Stevens Point: Opportunity Zone Project
Stevens Point: Opportunity Zone ProjectStevens Point: Opportunity Zone Project
Stevens Point: Opportunity Zone Project
 
Wausau Opportunity Zone Project
Wausau Opportunity Zone ProjectWausau Opportunity Zone Project
Wausau Opportunity Zone Project
 
Centergy Opportunity Zone Communities Summit
Centergy Opportunity Zone Communities SummitCentergy Opportunity Zone Communities Summit
Centergy Opportunity Zone Communities Summit
 
Leveraging Opportunity Zones in Wisconsin
Leveraging Opportunity Zones in WisconsinLeveraging Opportunity Zones in Wisconsin
Leveraging Opportunity Zones in Wisconsin
 
Centergy Opportunity Zone Program Overview
Centergy Opportunity Zone Program OverviewCentergy Opportunity Zone Program Overview
Centergy Opportunity Zone Program Overview
 
How to Successfully Sell & Recruit in a Candidate-driven Market
How to Successfully Sell & Recruit in a Candidate-driven MarketHow to Successfully Sell & Recruit in a Candidate-driven Market
How to Successfully Sell & Recruit in a Candidate-driven Market
 
Event Management
Event ManagementEvent Management
Event Management
 
Immigration Issues & Policy
Immigration Issues & PolicyImmigration Issues & Policy
Immigration Issues & Policy
 

Recently uploaded

Session 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesSession 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesAnamaria Contreras
 
Bloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang
 
flutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxflutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxRakshaAgrawal21
 
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxKatieFlood9
 
Cracking the Employee Loyalty Code. PPTX
Cracking the Employee Loyalty Code. PPTXCracking the Employee Loyalty Code. PPTX
Cracking the Employee Loyalty Code. PPTXWorkforce Group
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentationsimonecapitalcorp
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang
 
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfYENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfhlopchik1415
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)Mihai Ionescu
 
The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...Hamed Mehrzadegan
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...Olivia Kresic
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfdabusboy5246
 
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...Khaled Al Awadi
 
Dive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxDive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxRakshaAgrawal21
 
EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfDarryl_Carr
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...martusikushik
 
Comprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaComprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaPixlogix Infotech
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024Adnet Communications
 

Recently uploaded (20)

Session 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesSession 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX Bridges
 
Bloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdf
 
flutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxflutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptx
 
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
Bloomerang Scaling New Heights_ Tailored Strategies for Securing Your Next-Le...
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docx
 
Cracking the Employee Loyalty Code. PPTX
Cracking the Employee Loyalty Code. PPTXCracking the Employee Loyalty Code. PPTX
Cracking the Employee Loyalty Code. PPTX
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation
 
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdfBloomerang - Get More Major Gifts From Donors Already Around You.pdf
Bloomerang - Get More Major Gifts From Donors Already Around You.pdf
 
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdfYENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
YENI MODEL 11 CI SINIF SINAQLARI - 10.pdf
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)
 
The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...The value chain is a concept that describes the full range of activities and ...
The value chain is a concept that describes the full range of activities and ...
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...
 
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdfBusse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
Busse_Sean_MB_PB1_2024-FEBajefvchuaevv.pdf
 
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...NewBase  26 January 2024  Energy News issue - 1702 by Khaled Al Awadi_compres...
NewBase 26 January 2024 Energy News issue - 1702 by Khaled Al Awadi_compres...
 
Western Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate PresentationWestern Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate Presentation
 
Dive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptxDive into Machine Learning Event MUGDSC.pptx
Dive into Machine Learning Event MUGDSC.pptx
 
EAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdfEAPJ Vol VIII February 2024.pdf
EAPJ Vol VIII February 2024.pdf
 
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
Kvitkova Vanil. Elevate your venue with artistic floral design and creative d...
 
Comprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in IndiaComprehensive Guide - How to Hire Certified Magento Developers in India
Comprehensive Guide - How to Hire Certified Magento Developers in India
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024
 

How to Compete & Win with Smaller Budgets

  • 1. How to Compete & Win with Smaller Budgets Strategy + Focus = Success Dave Looby / Minneapolis NW Joe Henry / Lake of the Woods Tourism Steve Markuson / Twin Cities Gateway Sponsored by MediaOne North America Atlanta, Georgia
  • 2. MACVB SUMMIT / ALEXANDRIAMACVB SUMMIT / ALEXANDRIA
  • 3. Prospects Visit Multiple Sites in their Travel Decision Path
  • 4. Holistic Approach – it all Works Together
  • 5. MACVB SUMMIT / ALEXANDRIA
  • 6. Managing Stakeholder Expectations • Lodging properties want room nights • Public officials want economic development • Businesses expect marketing & promotion • Community desires more amenities • Your agency thinks the money is theirs • Local groups seek donations The money grab…
  • 7. CVBs Need to Change the Perceptions of Tourism • Get all stakeholders on the same page • Everyone must know / support the CVB’s role • This may require changing perceptions • Longwoods International “Halo Effect’
  • 8. What Happens When More Visitors Come to Town? Magic Happens!
  • 9. 21% 24% 17% 16% 16% 6% Lodging Food / Bev Retail Recreation Transport Other Lodging F & B Retail Recreation Transport Other What Happens When More Visitors Come to Town? 21% of visitor spending is on lodging and 79% is spent on “main street” & in the community (Many visitors come back year-after-year, so their lifetime value increases exponentially)
  • 10. What Happens When More Visitors Come to Town? The perception of the community is enhanced
  • 11. What Happens When More Visitors Come to Town? The community attracts a stronger workforce
  • 12. What Happens When More Visitors Come to Town? New businesses are attracted to the community
  • 13. What Happens When More Visitors Come to Town? The community attracts retirees
  • 14. MACVB SUMMIT / ALEXANDRIA
  • 15. Earned Media – Be in the Game • Put yourself out there, be in the game -NPAA -AGLOW -OWAA -Fishing Tournaments -ICAST
  • 16. Earned Media – Create Win-Wins • Can this individual benefit LOW? • What media will be created? • Where will media be seen? • What else may they offer? • Images, Videos, Social Media • Based on what value they bring, how can we reciprocate? • Long term relationships • Negotiate
  • 17. Earned Media – Create Your Own, Leverage Local Expertise • Where? Newspapers, magazines, TV, Radio • Who? • You, staff, local expertise • Hotel Staff • Resort Owner • Bar and Restaurant expertise • Fishing/Hunting Guide • Local Attractions • Retailer with New Store or Products • Write Articles and Blogs • Create Videos • Guest on TV shows • Radio interviews
  • 18. MACVB SUMMIT / ALEXANDRIA
  • 19. A CVB Can’t Be All Things to All People Focus on the market segments that represent the greatest opportunities to generate incremental visitation to your destination area, as well as those that will stimulate tourism-related economic impacts. ( To compete effectively, your CVB may need to do things differently than the way others do )
  • 20. How Do You Eat an Elephant? (aka: How to Compete w a Smaller Budget) One bite at a time… • Adhere to your strategic objectives • Focus on the segments w highest ROI • Differentiate yourself from others • Align strategies with your budget
  • 21. It All Starts with the Foundation If you don’t have a strong foundation, everything you do gets much harder each step of the way
  • 22. The Foundation • Competitive landscape + • Product assessment + • Your differentiators + • Seasonality / lodging availability + • Your visitor profile + • Your community assets + • Your partnership opportunities + • Key performance indicators = Realistic strategic objectives
  • 23. It All Ends with Strategic Objectives (If you don’t have strategic objectives, it’ll kill you…) • Increase tourism awareness • Reach micro-targeted prospects • Increase non-peak period business • Generate incremental overnight stays • Leverage resources via partnerships • Maximize prospect engagement
  • 24. It All Ends with Strategic Objectives (If you don’t have strategic objectives, it’ll kill you…) • Increase tourism awareness • Reach micro-targeted prospects • Increase non-peak period business • Generate incremental overnight stays • Leverage resources via partnerships • Maximize prospect engagement MACVB SUMMIT / ALEXANDRIA
  • 25. A CVB’s Best Prospects • VFR / previous visitors to the area • Your website visitors • Your local partner(s) website visitors • EMT website visitors • Geo-targeted origin markets • Special / vertical / niche markets Do you know your visitor profile? ( If you know who your best prospects are, you don’t have to hunt for them )
  • 26. Pick the Low Hanging Fruit
  • 27. Social Media - Facebook • Facebook • Build Audience • Facebook Like Campaign • Gain Followers Organically… good content • Talk about page • Increase Exposure • Good Content • Understand Algorithm (Haha) • Boost Posts • Facebook Ad Campaign
  • 28. Social Media – Other Platforms • YouTube • Twitter • Instagram
  • 29. Lake of the Woods Tourism Newsletter • Newsletter • Fishing Report, 3 blogs, Outdoor Recipe • Weekly Distribution • Build Audience • Sportshows • Key Stakeholders, ask • Work with vendor lists • Promote on social media • Quality Content • Better open rate • More credibility • Useful for social media • Drives guests to Website
  • 30. Newsletter • All on WordPress website • Drives more traffic and awareness • Increases SEO • Work within blog to better SEO • Focus Keyword • SEO Title • Meta Description • Label Images, Alt Text Organize Blogs with Jace
  • 31. MACVB SUMMIT / ALEXANDRIA
  • 32. How does a CVB Break through the Clutter? 5.2 billion Google web searches are done each day
  • 33. Planning Overview Set realistic, measurable goals Match tactics to hit strategic objectives Recognize saturation points – avoid waste Develop / test creative – at least 3 versions Re-purpose content for multi-channel use (Content is good. More content is better)
  • 34. Digital Marketing Levels the Playing Field • Determine your digital marketing budget • Utilize available analytics • Add tracking pixels to your website • Solutions based on strategic objectives • Reach micro-targeted prospects • Drive referrals / traffic to stakeholders • Maximize prospect engagement • Test / measure / optimize
  • 36. Add tracking to determine/measure: • Clickable areas of your website • What are your key pages? • Where do you want to drive traffic? (lodging / events / visitors guide) Conversions – Set Clear Goals Based on your Strategic Objectives
  • 37. MACVB SUMMIT / ALEXANDRIA
  • 38. The Power of Video • Video will be 70% of web content by 2020 • Video can boost click-thru by 200% - 300% • Video embedded in landing pages can increase conversion 80% • Video assists 90% of prospects in making purchasing decisions • Video content promotes brand recall / increases organic search (Source: Forbes Business 2017)
  • 39. Videos • Things to Remember • Keep them short, around 1 minute or less is best • Don’t need perfection • Content, content, content • Get creative • There are video possibilities everywhere • Do you have a YouTube Channel? • Upload file to Facebook separate than YouTube
  • 41. Videos – It’s About Your Audience • Activities • Food • Events • New hotels or businesses • Interesting People • Off the radar stories
  • 42. Videos – No Edit or Simple Editing • In a hurry, do one take • Upload from phone • Smart phone editing • Video Editing Programs for PC • Variety of inexpensive programs • We use PowerDirector
  • 43. MACVB SUMMIT / ALEXANDRIA
  • 44. Smaller Budgets + Strategy + Focus = Efficiencies • Re-purpose content for multi-channel • Landing page development • Paid search • Social media posts / Facebook “boosts” • Re-targeting (website / display) • Sequential re-targeting to conversion goals • Segmented re-targeting • Content Activation (Native ads) • YouTube channel • Contextual re-targeting • Geo-fencing / location targeting • Connected TV Utilize available budget for these solutions until reaching the saturation point Add solutions as budget permits
  • 45. Test: image / copy / header for digital display ads & optimize for re-targeting based on performanceTest / Measure / Optimize
  • 46. Retargeting & Creative Testing • Most efficient form of frequency • Test creative to see what resonates best Creative Key Sled Indoor Family Fun Stay in Gate Zero Gravity Creative Imps. Clicks CTR Indoor Fam Fun 162,101 639 0.39% Sled 204,031 1,054 0.52% Stay In Gate 341,535 755 0.22% Zero G 163,150 565 0.35% TOTAL 870,817 3,013 0.35%
  • 47. Prospecting campaign drives initial traffic to content pages Retarget with sequential ads Drive traffic back to goal pages like Hotels or partner links Create ads to drive traffic to specific goals, e.g. hotels / events / visitors guide Sequential Ad(s) Retargeting = Conversions
  • 48. Segmented Website Retargeting Events Create buckets of audiences to retarget based on… • Content visited • Page volume in Google Analytics • Retarget with specific messaging based bucket Hotels Sequentially retarget people with specific messaging to bucket Things To Do
  • 50. Native Ads Drive Traffic to Content Targeted native ads drive guaranteed number of readers to the pages Content written and placed on your website. Optimized for SEO and linked to partners.
  • 51. Advice • Develop / use a content calendar • Don’t try too many things at once • Match your strategies to objectives • Don’t chase the next shiny object • Manage digital to conversion goals • Test / measure / optimize

Editor's Notes

  1. Expedia did a study that showed 35% of travelers started with multiple destinations being considered. They visit 140 sites over 7 weeks on average. This is your target – the 35% (give or take) that are in decision making mode. They give a lot of opportunity over 30-60 days to be reached and re-reached. This is a sample of many sites that traveler may go to. Think 140 sites is a high number when doing travel research? Here’s just a few popular sites people go to if they are part of the 35% that is considering multiple destinations. We have several tactics we’ll talk about later that address how to reach these people and stay top of mind throughout the process.
  2. We have to consider that while people are researching where to go and stay, all the channels need to work together like a machine or the competition will win. Having a similar story across all channels with the website being the central hub should drive the best performance. Some examples of natural bedfellows: Display drives organic searches (some may be paid google searches as well) TV drives organic searches or direct traffic Retargeting makes PPC work better
  3. Things to initially consider. Where do your visitors come from? Drive or fly? Do visitors travel back often or once and done? What are they searching online (things to do; events; hotels; restaurants; etc.)? What are the volumes of those searches? Research window? Are people researching and booking 30 days, 60 days, 90 days out or more? Do you have multiple niches? Are they seasonal? You’ll want to get in out in front of a fishing season or whatever that niche may be.
  4. With smaller budgets you need to be more precise with ad dollars starting with who is in-market and hopefully already considering your destination vs targeting someone with a HHI of $75k plus but may not be researching. Taking as much share of people that know they are traveling seems like a no brainer but the tactics to reach these people aren’t being used to their potential. Would you rather reach a somewhat random woman aged 32 with 2 kids and $125k HHI or a person searching “best place for family vacation in western virginia”
  5. Here’s a top level overview to think about. We’ll unpack each of these over the next few minutes. Reposition from general advice to here’s what a client of ours did and it worked great…
  6. Harvest the people already looking for you since they could be considering other destinations Try to take share of people looking for competitive destinations Be strategic about people searching for ideas in the state or region
  7. Think of key pages & clickable areas of site (accommodations, travel guides, etc.) – you want to setup tracking so that none of these are a mystery. There’s a few ways to setup this tracking so you can see it in Google Analytics and a 3rd party ad server. Once this is setup correctly and you know exactly what you want the advertising to accomplish, you then need to figure out what will drive the goals.
  8. Saturation point is when you start wasting dollars. For instance you should run around 30k impressions for every 1,000 users to your site per month. Paid search typically provides the best results in most circumstances. It literally allows you to put ads in front of a person asking directly for a product you have available. Display: first figure out how many impressions with around a 3x/day frequency cap you can run in a month. If you have 10,000 users to your website Facebook important because it is deterministic not just probabilistic for retargeting. Also, if you get repeat travelers it’s good to target your email database. Retargeting because people that haven’t figured out destination do a lot of searching and reading
  9. Native ads are a little different than banners because they look more like the content than a normal banner