No Marketing Dollars, No Problem!

Driving Destination Success with Your Community taking the Wheel

@LeslieMcLellan

✘ Why it’s important to have a “community” marketing view rather than an “individual” marketing view.

✘ Successful marketing with no money.

✘ How to market as a community.

What we’re going to cover

Marketing is NOT

one to many, it’s one to one

many times over.

Marketing a destination is NOW

a community effort

Turn back the clock 25 years to before the internet and

social media...• To market you had to get to

know your community members and that was face to face.

• Technology hasn’t really changed the way we do business, just the places where we get together. @LeslieMcLellan

It’s all about engagement…

• What interests your community

• Their perception of your brand

• What problems they’re trying to solve and needs they’re looking to fill

• Where they’re communicating and discovering info

• Who’s leading the conversations relevant to your brand

• What your community finds relevant

But BEFORE you can ENGAGE,

you have to LISTEN

• We “think” everyone knows what we’re doing

• We assume we know what our members/stakeholders are thinking

• Part of this is because we are all being pulled in a variety of directions

• We’re all thinking “I need help!”

We’ve become complacent

Marketing is not one to many,It’s one to one many times over.

Keep calm and engage your community!

So what should you be doing?

Successful marketing with no money!

County Grant Stats

Get ready…it’s the interactive part!

• Start with the “Mom & Pop” businesses.

• Next comes the larger businesses, the national chains, etc.

Where and how to start engaging

COMMUNITY MEETINGS!• Bill it as a “Back to Basics” meeting if need be

• Start with the BIG picture (DMO goals)• Formulate Community

goals – breakouts work wonderfully

• Address difficult situations• Get local media coverage• Coup de gras

What’s the easiest way to start engaging?

• You can work on the goals over the next few meetings.

• You’ll have a variety of things to follow up on.

• Focus on how to BE social, not how to Do social.

• Discuss upcoming opportunities.• Discuss “smart” posting.• Bring your “online champions” into the

group.

One meeting is not enough!

• Social Media Meetups

• Facebook & Twitter lists – extra “perk” for membership

• Upcoming trainings

It’s to your benefit to keep

your community engaged

Amp up your efforts by re-purposing what your Community posts!

Don't quit what you already do

Community Engagement 101

A checklist of 26 things you can do in order to have

an engaged community. You’ll have a good idea

where you stand once you see how many items you

have checked off!http://justasmalltowngirl.us/community-engagement-101/

Special checklist for you!

Any Questions?@LeslieMcLellan

Just a Small Town Girl

leslie@justasmalltowngirl.us

www.justasmalltowngirl.us

Thank you so much!

All photos are my own except for:

✘ Lion in tree, http://ideas.wikia.com/✘ Durango Dancers, David Dibble✘ Mom & Pop Biz,

http://www.yourneighborhoodtoystore.org/

✘ Community Mtg., Thinkstock

Credits