Tourism Marketing Presentation for the Texas Municipal League's 2011 annual convention featuring Janna Patrick, Shanna Smith Snyder and James Kunke.

1. TOURISM MARKETING Janna Patrick Arts & Communications Coord./PIO

2. TOURISM MARKETING What is tourism marketing? Tourism marketing involves product development, location and pricing. Develop the brand identity first. The brand is who you are and the slogan is what you do. Example : Conroe Urban Jewel in the Piney Woods

3. TOURISM MARKETING Develop the brand and build it. Public relations and advertising maintain it’s position. PR lays the foundation and advertising moves the communication. Intangibles & tangibles in tourism marketing. Add marketing resources and services or products to meet customers needs. Example: Online Visitors Guide, maps, collateral print brochures

5. A promise is established through consistent messaging, reinforced by a strong brand delivery and the community must embrace it.

6. It must project a unique identity and character.

7. For every hour traveling to a destination, you must have 4 hours of entertainment. Rogar Brooks Destination Development

8. TOURISM MARKETING PLANFirst 3-5 Years Develop a themed branding campaign Design and maintain a tourism website Create a consumer marketing & PR campaign Create a Visitor Information Center system Add a limited number of off-season events Example: Over 11 non-profit arts organizations produce a season every year in Conroe.

9. TOURISM MARKETING The result of good product development relative to tourism means local business organizations, and events gain revenue from enhanced marketing support. The city gains an increase in lodging and sales taxes. Tourism in Texas is economic development In providing the product to create jobs

10. TOURISM MARKETING Tourism must have a uniqueness & memories Three types of memory that is : 1. What we expect to happen (pre-memory) 2. Ability to show positive quality product perception. 3. Word of mouth is an example of post memory which is extremely important. Dr. Peter Tarlow – Texas A & M University

11. TOURISM TACTICS Mobility Marketing through Smart Phones Text to a phone number that advertises your event complete with a map, schedule and event information Targets 18-40 years old and 50 years old Track where they are coming from through information they give when they sign up.

12. TOURISM TACTICS Website – Start posting your event 90 days before the event starts. Radio – 2 weeks before your event, no less that 21 spots per week. Use the radio station your demographic listens to. TV- Public Access Channel & Public Affairs shows on community activities is offered free of charge in most cities. Call ABC Faces and tell them about your event

13. TOURISM TACTICS Volunteer Participation Kickoff a volunteer event to recruit Work with different ages and put them where their strengths can shine Thank them and give them ownership Do a post event analysis and ask them what went right and what went wrong.

14. TOURISM MARKETINGEvents In Conroe. Conroe Cajun Catfish Festival – 2nd weekend In October – Over 20 Years Old Conroe Christmas Celebration – 2nd weekend in December First Thursday FREE Concerts April to Sept. KidzFest – FREE – For Kids of all ages - April

15. TOURISM MARKETING Resources – Dr. Ray Perryman State of Texas - Cultural Tourism Report TELP – Texas Event Leadership Program Texas A & M University – Certified Event Training Will provide secret shoppers to your event at no cost to give feedback on your event. IFEA – International Festivals & Events

16. TOURISM MARKETING Log onto www.cityofconroe.org, visitors, calendar for more info. Janna Patrick – jpatrick@cityofconroe.org 936 522-3025

17. Improving Abilene’s Quality of Life Through Travel & Tourism MISSION: HEADS IN BEDS

18. Tourism in the World WORLD’S largest service industry. Employs 235 MILLION people. 9.2% of the Global GDP.

19. 1 in 9 are employed in travel & tourism in U.S. $113 BILLION in tax revenue. #1 U.S. export with $22 BILLION trade surplus. Tourism in America

20. You could fill the Cowboy Stadium 126 TIMES with people directly employed in the U.S. Travel Industry!

21. You could fill the Rangers Ballpark nearly 11 TIMES over with TEXANS directly employed in the Travel Industry.

22. Ft. Worth / Arlington 62,700 JOBS $78 MILLION LOCAL TAX REVENUE Dallas / Plano / Irving 80,600 JOBS $211 MILLION LOCAL TAX REVENUE Abilene 3,480 JOBS $6.1 MILLION LOCAL TAX REVENUE Austin / Round Rock 45,000 JOBS $99 MILLION LOCAL TAX REVENUE Houston / Baytown / Sugar Land 112,900 JOBS $248 MILLION LOCAL TAX REVENUE San Antonio 61,700 JOBS $134 MILLION LOCAL TAX REVENUE

23. Traditional Industry vs. Travel Industry To Markets Move Products To Products (destination) Move Markets

24. Convention & Visitor Bureau Funding Hotel Tax

25. Destination Marketing Organizations

26. One Way That We Sell & Serve…

28. Why Are We Doing All This? Food & Travel are 2 industries that MUST be on social media. Mobile usage will trump desktop usage by 2014 (if not sooner). 8% of all bookings will take place via mobile by 2012. 52% say that friends Facebook photos inspired their next trip.

29. What This Means…

33. Travel Matters

34. City & County Presentation Video

35. Best Advice?

37. Contact Information Shanna Smith Snyder Director of Communication Abilene Convention and Visitors Bureau 325.676.2556 (Office) shanna@abilenevisitors.com @shannasmith @AbileneCVB www.slideshare.net/shannasmithsnyder

38. TOURISM MARKETING James Kunke Community Relations & Tourism Director

39. TOURISM MARKETING