Joyce Schwarz presented on 21st century marketing strategies. She discussed how marketing has evolved from the 1970s focus on logos and design to utilizing various digital channels like email, websites and social media. She emphasized the importance of permission marketing, customizing messages for individual customers, and creating an "experience" to build loyalty. Some key strategies included affiliate marketing, bundling products, co-op marketing with other brands, and monetizing content across multiple platforms.

1. 21st
Century Marketing
Presentation: Joyce Schwarz, JCOM
Thursday, 10/15/03, Redding, CA.
www.joycecom.com, 310-822-3119

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. 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. 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. Enter the 21st
Century Economy
 The
Experience
Economy
 The
Entertainment
Economy

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. 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. 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. 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. 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. CHANNEL MARKETING
 Wholesale
 Retail
 Onsite
 Online
 Resellers
 Groups
 Cause related marketing/moneymakers

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. 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. 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. 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. 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. 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. 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. 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. Co-Op Marketing
 Market each other
 Market products
 Market nation-wide
 Market internationally
 Market packages
 Market vacations
 Market education
 Market “ARM CHAIR TRAVEL”

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. 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. CAVING –As Sport/ Resort
 Kodak/Fuji *Almonds
 Arrowhead Water *Raisins
 Gatorade *MetRx
 REI *Patagonia
 Sports Chalet *Birkenstock
 Amazon.com *Levis
 Jewelry *Publishers & MORE

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. SPONSORSHIP
 Corporations *Travel outfitters/packagers
 Brands *Camps
 Grants *Sierra Club & more.
 Educational Institutions
 Elder-hostel
 Continuing Education
 Non-profits/museums

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. 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. Joyce A. Schwarz, JCOM
 Travel/Tourism Marketing
 Emerging Entertainment
 Public Relations
 Online Marketing – SEO
 Sponsorship
 Branded Entertainment
 Email: Joycecom@aol.com , 310-822-3119