Kingsmill Resort is a luxury resort located along the James River in Virginia with golf courses, tennis facilities, a spa, and conference center. It aims to deliver premier customer service and meet growth objectives through brand development, marketing, and strategy. The presentation discusses conducting research, analyzing trends, strengthening partnerships and alliances, and implementing an integrated marketing approach across various traditional and digital channels to build awareness and attract both leisure and group customers. Experience design and generating brand evangelists from within are also emphasized.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
Greater Zion Marketing Series: Get These Million Visitors to Your Bizgreaterzion
Presented by LOVE Communications
In preparation for hosting two IRONMAN World Championships in 2022, is your business prepared to reach athletes when they show up? Spend an hour with us discussing grassroots, organic and paid media strategies that will reach athletes and visitors and bring them into your business. Hear how to maximize your Google and Tripadvisor listings, how to target athletes through organic and paid social media efforts, get behind-the-scenes advice, and learn what opportunities exist with the local media, and the Greater Zion Convention & Tourism Office.
The Importance of Social Media - 2014 Maine Innkeepers Association ConferenceShannon Kinney
Dream Local Digital's Shannon Kinney attended the Maine Innkeepers Association's Annual Meeting & Conference to present emerging social media marketing trends for the hospitality industry, how these trends are affecting consumer shopping habits, and how to best leverage online tools for business growth and customer satisfaction.
Book Shannon to speak at your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/
Making The Most Of Your New Media BudgetMaxwell PR
Since more than 90 percent of travel planning is done online, having a compelling digital presence is essential for tourism brands. The challenge is making the most of finite budgets and staying on top of fresh strategies.
VenuWorks hosted me as the Keynote Speaker where I discussed the importance of strategy, incorporating trends and how to measure success in your location-based marketing initiative.
Greater Zion Marketing Series: Get These Million Visitors to Your Bizgreaterzion
Presented by LOVE Communications
In preparation for hosting two IRONMAN World Championships in 2022, is your business prepared to reach athletes when they show up? Spend an hour with us discussing grassroots, organic and paid media strategies that will reach athletes and visitors and bring them into your business. Hear how to maximize your Google and Tripadvisor listings, how to target athletes through organic and paid social media efforts, get behind-the-scenes advice, and learn what opportunities exist with the local media, and the Greater Zion Convention & Tourism Office.
The Importance of Social Media - 2014 Maine Innkeepers Association ConferenceShannon Kinney
Dream Local Digital's Shannon Kinney attended the Maine Innkeepers Association's Annual Meeting & Conference to present emerging social media marketing trends for the hospitality industry, how these trends are affecting consumer shopping habits, and how to best leverage online tools for business growth and customer satisfaction.
Book Shannon to speak at your next event >> http://dreamlocal.com/social-media-online-marketing-seminars/
Making The Most Of Your New Media BudgetMaxwell PR
Since more than 90 percent of travel planning is done online, having a compelling digital presence is essential for tourism brands. The challenge is making the most of finite budgets and staying on top of fresh strategies.
The Luxury Marketing Council of San Francisco And The Sonoma County Vintners Foundation Association presents a group of industry experts in and advanced school for wine marketers and winery owners
Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
REI is #8 best employer in USA by Forbes and is a privately help co-op. Its members love it.
In this CRM Project, we tried to look at publicly available data and see if REI's customer satisfaction can be improved and if there is a scope.
We looked at the Membership benefits, social media efforts, mobile applications and Google data to see how these sources can be combined.
Finally, we recommended on how they could understand the most valuable customers and most growable customers.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
A presentation on using Facebook to maximize your impact and to create and grow your Thought Leadership Power, or your company's. How to improv your credibility and boost your publicity. How to Facebookize your brand for success with Facebook posts. 27 tips for growing your thought leadership.
Leaderboards - the greatest game mechanic of them all - by leaderboarded at d...Toby Beresford
CEO and Founder of Leaderboarded explains why Leaderboards are in fact the greatest game mechanic of them all to drive consumer behaviour. Multi dimension, multi competition Leaderboards can be used to make sure that everyone feels like they are winning. Marketers must become coaches that celebrate with our customers rather than distant referees - this is a closer relationship as well as giving us more messaging opportunities. Winning can be at any of three levels - personal best, beating peers or team success. Examples include AdParlor Cannes Pride a guerilla leaderboard at the Cannes Lions creative conference, Exhibition leaderboards, Zoopla property power 100 and the London tech startup exaleague.
HR and Marketing functions aren't normally integrated.
And both functions can feel like 'fluff' to technical people, however, it's not just fluff - it's culture and it about branding. This presentation seeks to prove that what's good for HR is good for Marketing, and vice versa.
Culture and Employee or Employment Branding is becoming increasingly popular considerations as labor markets tighten.
Further, consumers increasingly seek to do business with companies who are good corporate citizens. Fortunately, by implementing culture improvement initiatives, employees will drive their companies to become better corporate citizens. Thus creating better work environments, better products, and happier customers, which in turn, grows the business.
Fluff is serious business.
Cooperative Network Services (CNS) works daily to foster a creative, fun culture - it's not a one-and-done operation though - it needs to be reinforced each day.
It's time to think differently when it comes to how private clubs approach membership marketing. This presentation from the World Conference of the Club Managers Association of America outlines our framework for how to change the game.
We use empathy to understand and relate to users – helping us create appealing content interactions. Today, more organizations are focused on empathy as a tool to encourage user engagement with their brand. Imagery and videos play a significant role in this type of messaging. But a primary challenge remains: how do we tag this content to support this
communication across multiple channels? It’s one thing to tag content for a specific campaign, but what about entire websites, apps, mailings, etc.? This session will explore how tagging based on empathy can increase brand engagement. It will also discuss the importance of context in user experiences – regional, cultural and socioeconomic – and how that affects the act of tagging and the content we use.
This is our LinkedIn Presentation for Digital Media Marketing.
https://thelinkedinman.com/history-linkedin/
https://en.wikipedia.org/wiki/LinkedIn
https://monetizepros.com/monetization-basics/how-does-linkedin-make-money/
https://www.linkedin.com/pulse/linkedin-industry-rankings-see-which-tops-list-joshua-waldman/
Destination management: Experience is the end-game.Rodney Payne
My keynote at Outdooractive 2018, in Immenstadt, Germany. #oac18
More information on Tourism Sentiment Index, here: https://destinationthink.com/tsi-announcement/
The Luxury Marketing Council of San Francisco And The Sonoma County Vintners Foundation Association presents a group of industry experts in and advanced school for wine marketers and winery owners
Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
REI is #8 best employer in USA by Forbes and is a privately help co-op. Its members love it.
In this CRM Project, we tried to look at publicly available data and see if REI's customer satisfaction can be improved and if there is a scope.
We looked at the Membership benefits, social media efforts, mobile applications and Google data to see how these sources can be combined.
Finally, we recommended on how they could understand the most valuable customers and most growable customers.
Facebook Traffic + Growing Your Thought LeadershipBrian Carter
A presentation on using Facebook to maximize your impact and to create and grow your Thought Leadership Power, or your company's. How to improv your credibility and boost your publicity. How to Facebookize your brand for success with Facebook posts. 27 tips for growing your thought leadership.
Leaderboards - the greatest game mechanic of them all - by leaderboarded at d...Toby Beresford
CEO and Founder of Leaderboarded explains why Leaderboards are in fact the greatest game mechanic of them all to drive consumer behaviour. Multi dimension, multi competition Leaderboards can be used to make sure that everyone feels like they are winning. Marketers must become coaches that celebrate with our customers rather than distant referees - this is a closer relationship as well as giving us more messaging opportunities. Winning can be at any of three levels - personal best, beating peers or team success. Examples include AdParlor Cannes Pride a guerilla leaderboard at the Cannes Lions creative conference, Exhibition leaderboards, Zoopla property power 100 and the London tech startup exaleague.
HR and Marketing functions aren't normally integrated.
And both functions can feel like 'fluff' to technical people, however, it's not just fluff - it's culture and it about branding. This presentation seeks to prove that what's good for HR is good for Marketing, and vice versa.
Culture and Employee or Employment Branding is becoming increasingly popular considerations as labor markets tighten.
Further, consumers increasingly seek to do business with companies who are good corporate citizens. Fortunately, by implementing culture improvement initiatives, employees will drive their companies to become better corporate citizens. Thus creating better work environments, better products, and happier customers, which in turn, grows the business.
Fluff is serious business.
Cooperative Network Services (CNS) works daily to foster a creative, fun culture - it's not a one-and-done operation though - it needs to be reinforced each day.
It's time to think differently when it comes to how private clubs approach membership marketing. This presentation from the World Conference of the Club Managers Association of America outlines our framework for how to change the game.
We use empathy to understand and relate to users – helping us create appealing content interactions. Today, more organizations are focused on empathy as a tool to encourage user engagement with their brand. Imagery and videos play a significant role in this type of messaging. But a primary challenge remains: how do we tag this content to support this
communication across multiple channels? It’s one thing to tag content for a specific campaign, but what about entire websites, apps, mailings, etc.? This session will explore how tagging based on empathy can increase brand engagement. It will also discuss the importance of context in user experiences – regional, cultural and socioeconomic – and how that affects the act of tagging and the content we use.
This is our LinkedIn Presentation for Digital Media Marketing.
https://thelinkedinman.com/history-linkedin/
https://en.wikipedia.org/wiki/LinkedIn
https://monetizepros.com/monetization-basics/how-does-linkedin-make-money/
https://www.linkedin.com/pulse/linkedin-industry-rankings-see-which-tops-list-joshua-waldman/
Destination management: Experience is the end-game.Rodney Payne
My keynote at Outdooractive 2018, in Immenstadt, Germany. #oac18
More information on Tourism Sentiment Index, here: https://destinationthink.com/tsi-announcement/
The above Power Point gives you a glimpse into what BURST Agency is all about and the excellent services they provide. At the Helm is it's fearless and devoted Director and CEO ...Cynthia Walton "The Renaissance Woman"
Local media assn fall conference report recap 2012Shannon Kinney
This session offered summaries of four reports written for the Local Media Association Innovation Alliance delivered with tips, tricks, tactics for success and examples.
Barbarossa is a Digital Media and Content Marketing agency that offers practical content-based web solutions with direct and tangible results, which can be measured and optimised to improve UX, generate sales leads, boost your web traffic and create additional revenue channels. We lead with cutting edge innovation which is driven by best practice operational methodologies and top shelf technology to ensure you are leagues ahead of the competition. Our primary directive is to create emotionally engaging brand stories that customers will love and will love to share.
Social is more than a channel j boye conference workshop John Kottcamp
This is the presentation I gave last week at the J Boye Web Conference #jboye14 looking at how social data can be incorporated into and drive better digital customer experience.
Recommendations for Complex Digital Asset ManagementNuxeo
Guest speaker, Melissa Webster, Program Vice President, Content and Digital Media Technologies at IDC, discusses why organizations are investing in enterprise digital asset management, and provides recommendations in application architecture, technology evaluation criteria.
Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.
Sage Design Group | Creative Solutions to Grow Your Business™Sage Design Group
Creative Solutions to Grow Your Business™
Our VISION: Sage Design Group wants to be the go-to-place for ideas that help CREATE, INSPIRE and GROW profitable businesses through meaningful human connections. We strive to foster results oriented communication campaigns to enhance our client's image, improve their sales and maximize their ROI.
Our STORY: Sage Design Group is an advertising agency founded in 2005 by Art Director & Marketing Expert Annette C. Sage, who has over 20 years of experience in the industry. Its advertising philosophy takes the traditional marketing funnel and integrates advocacy to keep up with today's connected economy.
Our GOALS: Sage Design Group's goal is to create positive awareness of your company - locally, regionally or in the worldwide marketplace. We work to enhance profitability and grow your customer base. Sage Design Group can assist you in creating a brand identity that will give you a competitive edge and open doors to greater business opportunities.
https://sagedesigngroup.biz
https://annettesage.com
Digital Customer Experience Strategies Summit | New York | September 24th & 2...Thomas Barnes
Protect your reputation, profits and ensure customer loyalty. Design digital customer experiences that engage your customers anytime, anywhere.
Creating a unified and personalized customer experience across channels is pivotal to any modern business strategy. Given the proliferation of digital channels, companies need to strategize how best to use digital channels that reconcile business and brand objectives with customer needs.
Develop an action plan to make customer-centricity in this digital age a core element of your company’s daily operations. Collect best practices to track your customers’ experiences and optimize the performance of your digital projects. Source the right tools and develop key processes to prioritize your digital investments and identify areas for improvement that will maximize your ROI.
Benchmark your company against internationally recognized digital customer experience programs and interact with cross-industry leaders in interactive Q&A sessions. Digital has the power to innovate and it is here to stay; you do not want to be behind the curve.
Your next step — this conference!
Implement 10 key digital customer experience best practices / solutions / strategies:
1. Incorporate customer – centricity to align your operational processes
2. Improve your digital CX performance with actionable data analytics
3. Manage social conversations effectively
4. Create digital experiences to secure customers over your fastest growing channels
5. Increase engagement and deliver value through mobile
6. Leverage digital innovations to drive customer experience
7. Align business objectives with customer needs
8. Deliver consistent omni-channel experiences
9. Benchmark your success to uncover new opportunities
10. Capitalize on digital channels to increase conversion
2. Listen.Think.Do.
! Well informed work / customized discovery
! Place highest value on customer service and building
relationships
! Variety in perspective has been key for
success
3. The Studiothink
Difference
! Lean, experienced, highly talented creative in-house.
! Positioned for execution / bullpen
! Destination management
! Key alliances/industry experts:
! Organizational development
! Culture development & training
! Team building
! Content marketing
! Mobile marketing
Quarterbacking results in synergy and
consistency across all mediums
4. The BigTh!nk
Get to know you / potential methodology:
Primary & secondary research
! Surveys/informal & formal
! Relevant industry research/statistics & trends
! Utilization of proven & reliable sources i.e.:
Harris Interactive & Mediassociates
! Personal interviews elicit stories
! Focus groups options
! Competitive analysis
6. What an opportunity to
deliver on an articulated
brand promise of luxury and
premier customer service.
Kingsmill Resort is one of the Nation's elite leisure
destinations, boasting (among other incredible
amenities) 63 holes of championship golf. Located on
2,900 acres along the historic James River, the resort
features 425 recently renovated one, two and three-
bedroom suites,a full-service spa, a 15-court tennis
center, a full-service marina, six restaurants and
lounges, and a sports club.
7. ....that's part of the story....
There's more.
Kingsmill’s impressive Conference
Center provides the ultimate in flexibility
with 17,000 square feet of meeting
space, 16 meeting rooms, incredible
indoor and outdoor breakout spaces and
just about anything else you can imagine
to make your meeting or conference as
meaningful as it is successful.
8. Meeting Kingsmill Resorts growth objectives
Through strategy, design, and internal/external brand
development & marketing
9. Developing Brand Evangelists
Your brand is not your logo, your positioning
statement, or fantastic online and offline
communication
materials. Your brand is the conversations that
people are having about you. Your ability to
control those conversations is vital.
We believe that that begins from the inside out
through building and branding high performance
cultures.
10. The Greenbrier
The Homestead
Hyatt Regency Chesapeake
Williamsburg Inn
Nemacolin
Hotel Hershey
Pinehurst
Great Wolf Lodge
Strategic positioning:
Differentiation is key. What makes you different makes
you valuable. What makes you valuable makes you rich.
11. Looking to the future, proactivity is a strategic move.
Group/conference
• The quality of networking will be the single biggest factor to
influence meeting attendance, according to 76 percent of
planners.
• There will be more smaller, more specialized meetings
• Events will need to offer strong price-based incentives in order
to attract attendees
• Live video streaming, social networking and mobile event
content will be the most popular forms of meeting technology
12. • Technology will help event organizers capture and analyze every
presentation and conversation at their meetings
• Ethical and environmental factors will continue to influence
meeting attendance
• Venues
at schools, universities and colleges will offer the most
competition to convention centers
Released by "Fast Future Research" March 5,2010
13. Group/Conference
Creative Strategies
“In the meeting industry, we’ll be faced with increasing
challenges related to generational differences as the
younger gens become decision makers and the older gens
remain in the workplace longer. We must understand how
to deal with greater cultural diversity and the emergence
of the developing world as both destination and decision
maker. Consider how these trends affect you.”
Excerpt from: “Five Disruptive Forces Will Change the
Meeting Industry Forever” by Graeme Codrington
14. Group/Conference
Creative Strategies
• Meeting programming, facilitation &
branding as part of exclusive package
• Events for/ strategy for meeting planners
bloggers/writers (for ex. Please see:
meetings.net, uniquevenues.com,
wordpress/meetingplanners)
• Recognize disruptions in
sociographics, demographics and
trends – be proactive in marketing
by having program and language
dedicated to diverse groups
• Promotepaperless (mobile) meetings
(meetings2go.mobi)
15. Group/Conference
Creative Strategies
• Affiliation and strength of
partnership with alliances
• Experiential events (planner & top
clients golf outing and spa getaway)
• Sustainability conferences
• Opportunity for water-related conferences
• Attract international /diverse groups
• Content is king! Put it out there. Build credibility by publishing relevant
content
16. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• The highest volume purchaser in the
meetings and event industry
• International business
• Preferred listings
• RFPs sent using HelmsBriscoe as the liaison
between destinations and meeting planners
HelmsBriscoe
• Works with destinations and can list value
offerings during special needs periods
17. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• Highly used supplier network
for meeting planners
• Complimentary basic listings
• Destinations can upgrade account for priority in
search results, more detailed profiles and
pictures, and prime site location during searches
18. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• Trusted association and organization
• Provides destinations with a network
of prominent meeting planners
• Opportunities for events
19. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• Web-based solution
• Allows meeting planners an effective and quick
way to search for meeting destinations
• Able to virtually send over proposals
• Destinations working with StarCite are able to
manage leads and communicate with potential
clients with ease
• Tracking tools
20. Review & Recommend Kingsmill
Resort Partnerships, Presence,
Associations, Alliances
• One of the nation's top press wires
• Allows for key word customization to
have releases targeted to specific industries
• Provides release tracking tools and metrics
for social media
21. Awareness Marketing
(Traditional & Non)
Content and Consistency across
Platforms is vital
• Media Kits
• Highly targeted direct mail
• E-blasts / newsletters
• Localized Trades
• Videos – web and commercial
• Press Releases, including
multimedia news releases
• Broadcast
• National Industry and
Consumer Trades print
• Airport / mass transit
23. Online Media
Search Advertising
Online search engines and
directories are the #1 place
consumers go to research local
products and services. Capitalize
on local searches conducted for
High-end Resorts in DC,
Richmond, Philadelphia,
Baltimore, Raleigh, Greensboro,
NYC and Charlotte. Positioned
for maximum visibility on the
most popular search engines like
Google, Yahoo!, and Bing, as well
as local online directories like
Superpages, Citysearch and
Local.com.
24. Online Media
Display Advertising
Reach the right audience at the
right time with advertising
targeted specifically to
consumers whose online
behaviors indicate interest in your
products and services. 65%* of
online consumers are more
responsive to behaviorally
targeted ads than to those that
are contextually targeted.
25. Online Media
Awareness Display Advertising/
Facebook Ads
Creating an interest in a product
or service, realized in the form of
a site visit, a search query and/or
an online or offline purchase.
Maximum reach for your budget
and a cost-effective way to build
brand awareness across
thousands of websites.
26. Online Media
Social Media platforms
Facebook, Twitter, Linkedin, Blogs, YouTube
• Guidelines
• Content
• Creating Experts
• Feedback
• Tracking and Measuring
27. Build and capitalize on relationships
with influencers:
• Resort meeting planners/educational associations
• Travel writers/bloggers
• Golf, Spa, Lifestyle writers & associations
Consider a Foundation?
ReignMakers?
28. Event Sponsorship Opportunities
• PGA/LGPA/AJGA
• Blogger Camps
• College of William & Mary Athletics Programs
• Annual William & Mary Tennis Invitational
• Williamsburg Boat Club
• Chesapeake Bay Yacht
Racing Association
• Governor’s Cup Yacht Race
29. Mobile Web
It is estimated that by 2015 the web will be
predominately accessed through mobile
devices.
Attract clients through the mobile platform
with easy to use interfaces: book
reservations, check the weather, collect
photos from vacations.
28% of individuals planning leisure travel
used a mobile device.
46% of those individuals used a mobile
device to find hotel information
62.1% used their mobile device to find
restaurant information.
30. Design Trends in Marketing/Advertising Materials
Leisure Travels
• Storytelling
• Photo Dominance
• Capture a Mood
• Evoke a Feeling and Emotion
• Essence of Luxury and Relaxation
• Action Oriented
31. Design Trends in Marketing/Advertising Materials
Group Travels - Meeting Planners
• Clean, Crisp Feel
• White Space
• Organized Information
• To the Point
• An Attitude of "We Have You Covered" or
"There's Nothing to Worry About"
• Green Meeting Emphasis
• Checklists
32. Experience Design
Experience design is the practice
of designing products, services,
events, and environments with a
focus placed on the quality of the
user experience. It is driven by
moments of engagement or
"touchpoints" between people
and brands, and the ideas or
emotions that these moments
create.
• Identify Existing "Touchpoints"
• Gauge Users Experience
• Maintain Brand Identity Across
Traditional Mediums and day-to-day
Interactions
33. Thoughts: independent or branded?
Partnering with an established
brand and the network it brings
can mean competitive advantage
Understand that Kingsmill has
independent brand equity
Best solution is partnering
and maintaining identity
I
Benefits may include instant boost
to presence online/through
reservation systems, with meeting An X Exclusive Partner
planners and accelerant to
international presence
and credibility
34. Listen.Think.Do.
Questions for Executive Marketing/Development Team from the Thinkers:
Explain the relationship between members & guests. Where can trust be improved?
Are your employees your biggest brand champions? Do they drink the koolaid?
How do you currently market to both the leisure and group markets?
Are you open to branding a culture as well as a destination?
Are members utilized as referral sources for both group & leisure?
What is pushing the rebrand? Timing? Negative feedback? Desire for broader appeal?
In terms of your current marketing program - what's working best?
What seems to have the lowest ROI?
Thank you for the opportunity to meet with you today, it really is an honor.
Please visit www.discoverkingsmillresort.com
To view and review the thoughts and ideas in this
presentation