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South Belfast Partnership Board Workshop 2 Kieran


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Market your area as a toursm destinain

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South Belfast Partnership Board Workshop 2 Kieran

  1. 1. South Belfast Partnership Board Cultural Tourism Workshops Ian Henderson & Kieran Swail 14 th August 2008
  2. 2. Session 2 How to better promote and market your area as a tourist destination? <ul><li>3 simple steps to effectively promote your area </li></ul><ul><li>Identify your key products </li></ul><ul><li>Establish your target markets </li></ul><ul><li>Decide on the best way to reach your target markets </li></ul>
  3. 3. Understand what visitors are looking for <ul><li>What are visitors looking for? </li></ul><ul><li>“ The Profile of our consumers has changed greatly. </li></ul><ul><li>With greater mobility and the desire to use time more effectively, </li></ul><ul><li>they are spoilt for choice and are asserting their right to new and authentic experiences that can turn a holiday into a lifetime adventure” (TI Corporate Plan 2008 – 2010) </li></ul><ul><li>Quality </li></ul><ul><li>Customer service </li></ul><ul><li>Information provision </li></ul><ul><li>Packaging & presentation </li></ul><ul><li>Price </li></ul>
  4. 4. It’s now all about the experience
  5. 5. Pre-requisites to the visit <ul><li>Today’s visitors want to know three critical things about your destination or tourism service before they decide to visit: </li></ul><ul><ul><li>That others have traveled before them, </li></ul></ul><ul><ul><li>That other people have had a good time, </li></ul></ul><ul><ul><li>3 That it is safe to go to your destination. </li></ul></ul>
  6. 6. The world has changed… Today… iPod has become the generic descriptor for the MP3 sector processes estimated 1bn searches per day through all its services 90% of all phones have multimedia and internet access and the ability to view video footage years ago… the terms Google, iPod, 3G meant nothing! 10
  7. 7. Web 2.0 and your destination Youtube MySpace Facebook Tripadvisor Flickr Twitter Wayn By 2010 80% of visitors to Ireland will have used the web to search for their holiday/short break
  8. 8. The web and your destination <ul><li>1 Web users are impatient, typically visiting only the first three results from a query </li></ul><ul><li>2 People make instantaneous judgments about whether to stay on a site, and if a site doesn't the give the right first impression, they’ll leave </li></ul><ul><li>3 You must make it easy. Web users want to “ Look, Plan and Book ” with varying degrees of urgency </li></ul><ul><li>4 A page has to be well-designed, easy to load and relevant to a searcher's needs </li></ul>
  9. 12. How do you attract Visitors –host of online and traditional media options? <ul><li>Telephone – cold v warm / Text Mkting </li></ul><ul><li>Direct Mail – postcard mkting </li></ul><ul><li>Competitions </li></ul><ul><li>Demos </li></ul><ul><li>PR </li></ul><ul><li>Testimonials </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Referrals </li></ul><ul><li>Web Marketing </li></ul><ul><li>email, blog, podcasts, social networking, Flickr YouTube </li></ul><ul><li>Advertising </li></ul><ul><ul><li>Radio, newspapers, supplements, journals. Local business circulars, Magazines, Billboards, Google Adwords, eBay….. </li></ul></ul>Branding Merchandising Trade shows, Exhibitions Discussion Forums Events and Festivals Conferences Market Research Network Participate in competitions Joint Venture Journalists Visits Fam trips for local tourism providers Sponsorship Promotional Theme Evenings
  10. 13. Marketing Prioritisation – Q/A Discussion <ul><li>Q Where do you start in South Belfast? </li></ul><ul><li>Q What are the priorities </li></ul><ul><li>Q Roles and Responsibilities – who should what? </li></ul>Flipchart Exercise 3 Who? What? When? Where? Why? & How ? Consider target mkt, budget, time, personnel
  11. 14. Questions to consider <ul><li>What is the budget ? </li></ul><ul><li>What practical actions need to be taken? </li></ul><ul><li>Where are the segmented offers? </li></ul><ul><li>Who is going to agree the offers? </li></ul><ul><li>How are they going to be promoted? </li></ul><ul><li>What type of offline Advertising? </li></ul><ul><li>Are you going to form a network? </li></ul><ul><li>Press/PR campaign? </li></ul><ul><li>Events Calendar? </li></ul><ul><li>Who is going to manage the existing or new website? </li></ul><ul><li>Will a web-based model deliver more business? </li></ul>
  12. 15. Way forward <ul><li>Embrace technology & take heed of changing consumer trends </li></ul><ul><li>Find your niche and ‘laser-target’ not broad brush! </li></ul><ul><li>Get feedback from your customers and use it! </li></ul><ul><li>Find a partner! Form a Network </li></ul><ul><li>Act Now! </li></ul><ul><li>“ A Place’s image must be valid in many ways through several channels if it is to succeed and take route” (Kotler 1993) </li></ul>