The document discusses 6 thoughts that will change how you market: 1) People are open to new things as long as they are like the old ones. 2) The traveler's path to purchase is no longer linear. 3) Advertising is the baseline but look for opportunities to spark brand conversations. 4) If you don't talk to your consumers, someone else will. 5) Experiential marketing helps consumers understand products and services better than advertising alone. 6) Destination marketing is about more than just driving visitor numbers.

1. 6 THOUGHTS
THAT WILL
CHANGE HOW
YOU MARKET
T A C V B M a r k e t i n g S y m p o s i u m
M a y 2 0 1 9

2. Vice President, Marketing
gborden@visitlex.com
@gathandborden
GATHAN D. BORDEN

4. “
”
PEOPLE ARE VERY OPEN-MINDED
ABOUT NEW THINGS,
AS LONG AS THEY’RE
EXACTLY LIKE THE OLD ONES.

5. The percentage of
Americans who admit to
being stuck in routines.
80%

6. LEISURE TRAVEL
MARKETING
EFFORTS
Take a banner to a regional show
Collect email addresses
Email them once a month
KPI: Number of leads

7. 1
Each year should
build upon the previous year,
so try to do 10% more.

8. “
”
THE TRAVELER’S PATH TO PURCHASE
IS NO LONGER LINEAR.

9. The average customer
makes 9.5 visits to a brand
before buying
9.5

10. The average traveler
visits 38+ websites
before booking
38+

11. I LIKE TO SHOP,
PERIOD.
Advertising did not
play a role in my last
purchase.

12. 2
Develop micro-campaigns
that meet consumers
in their micro-moments.

13. “
”
ADVERTISING IS
THE BASELINE.

14. The average person
sees 4,000+ ads
per day
4,000+

15. Brand
Conversations
Advertising

16. 3
Look for opportunities to spark
brand conversation.

17. “
”
PERSONALIZATION
IS THE NEW BLACK.

18. 84% of people
purchase a product
because of a referral
84%

19. THE AMAZON
EFFECT
35% of their sales are
generated by the
recommendation engine

20. 4
If you don’t talk to your consumer,
someone else will.

21. “
”
MARKETING
IS MORE THAN
ADVERTISING.

22. Product
Price
Place
Promotion
4 P’s

23. 65% of consumers say
experiential marketing
helped them have a better
understanding of
a product or service
65%

24. 5
What experience can you take
to the customer that allows them
to use their 5 senses?

25. “
”
DESTINATION MARKETING
IS MORE THAN
HEADS IN BEDS.

26. 6
Where do you fit in the overall landscape
of your community?

27. “
”
KNOW WHO YOU ARE…
AND OWN IT.

28. Horses
Bourbon
Beer
Culinary
Outdoor
Arts/Culture
6

29. HORSES
FILMING
HORSES
Real commercials
filmed by horses.

30. P L A Y V I D E O
h t t p s : / / y o u t u . b e / K H M 6 S 5 g r F p 8

31. A HORSE WALKS
INTO A BAR…

33. P L A Y V I D E O
h t t p s : / / y o u t u . b e / i 4 j R n M - j v E E

34. P L A Y V I D E O
h t t p s : / / y o u t u . b e / G D R O D Q o l Y 6 8

35. ASMR
Autonomous Sensory
Meridian Response

37. P L A Y V I D E O
h t t p s : / / y o u t u . b e / - f a L x Y H a G 7 4

38. 5 TIPS ON BEING
MORE CREATIVE
Change your routines.
Generate lots of ideas.
Remove the walls.
Choose the best ones.
Develop a nimble
content strategy.

39. Vice President, Marketing
gborden@visitlex.com
@gathandborden
GATHAN D. BORDEN