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