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21st century marketing

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21st century marketing

  1. 1. 21st 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?  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.
  3. 3. 20ST 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
  4. 4. 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?
  5. 5. Enter the 21st Century Economy  The Experience Economy  The Entertainment Economy
  6. 6. 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
  7. 7. 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???
  8. 8. 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!
  9. 9. 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
  10. 10. 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
  11. 11. CHANNEL MARKETING  Wholesale  Retail  Onsite  Online  Resellers  Groups  Cause related marketing/moneymakers
  12. 12. 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
  13. 13. 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,
  14. 14. 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.
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. Co-Op Marketing  Market each other  Market products  Market nation-wide  Market internationally  Market packages  Market vacations  Market education  Market “ARM CHAIR TRAVEL”
  21. 21. 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
  22. 22. 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
  23. 23. CAVING –As Sport/ Resort  Kodak/Fuji *Almonds  Arrowhead Water *Raisins  Gatorade *MetRx  REI *Patagonia  Sports Chalet *Birkenstock  Amazon.com *Levis  Jewelry *Publishers & MORE
  24. 24. 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)
  25. 25. SPONSORSHIP  Corporations *Travel outfitters/packagers  Brands *Camps  Grants *Sierra Club & more.  Educational Institutions  Elder-hostel  Continuing Education  Non-profits/museums
  26. 26. 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.
  27. 27. 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
  28. 28. Joyce A. Schwarz, JCOM  Travel/Tourism Marketing  Emerging Entertainment  Public Relations  Online Marketing – SEO  Sponsorship  Branded Entertainment  Email: Joycecom@aol.com , 310-822-3119

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