1st Annual Digital Marketing Benchmark Study for Outdoor...

1st Annual Digital Marketing Benchmark Study for Outdoor Hospitality

Brought to you by these generous sponsors:

The 1st Annual Digital Marketing Benchmark Study for Outdoor Hospitality is brought to you in part by our generous sponsors:

!!Texas Advertising, Michael Moore www.TexasAdvertising.net [email protected] 817-426-9395

!!PathFinder OutDoor Destinations, Terry Goodall www.PathFinderDestinations.com [email protected] +61 439 332 357 !!

David Gorin Associates, LLC, David Gorin

www.DavidGorinAssociates.com [email protected] 703-448-6863

TengoInternet, Inc., Eric Stumberg www.TengoInternet.com 512-469-7660

!!LeadingCampings of Europe,

Eicke Schüürmann www.LeadingCampings.com [email protected]

00 49 / 2 11 / 71 41 53

!!Roadabode Productions, Evanne Schmarder

www.Roadabode.com [email protected] 702-460-9863

http://www.TengoInternet.com

http://www.DavidGorinAssociates.com

mailto:[email protected]

http://www.PathFinderDestinations.com


http://www.TexasAdvertising.net


http://www.Roadabode.com


http://www.TexasAdvertising.net


http://www.LeadingCampings.com









http://www.PathFinderDestinations.com


About !Customers of Texas Advertising benefit from a knowledgeable team that delivers new and innovative ideas while placing an absolute premium on client satisfaction. Their divisions, AGS Guest Area Guides and TXAD Internet Services, provide the highest quality product combined with incomparable services in each market. !AGS began over 26 years ago to fulfill a direct need on the part of our customers and the initial response was phenomenal. Today they are one of the most successful companies in the field, providing customers with solid results at substantial savings. They are proud to have designed and maintained thousands of internet and print campaigns for customers nationwide. Learn more about AGS at www.AGSRocks.com. !Promoting parks online, TXAD Internet Services offers completely unique web designs, website hosting, and marketing services including blogging, branding, mobile websites, email blasting and AdWords campaigns. Learn more about TXAD Internet Services at www.TXADInternet.com. !

Their "customer first" approach, along with impeccable craftsmanship, attention to detail, unparalleled customer service, and integrity are the reasons customers choose TexasAdvertising for their internet and publishing needs. They look forward to discussing your marketing needs with you and developing a plan to best help you achieve your business goals. ! Visit TexasAdvertising.net to learn more about their philosophy, services, and divisions, email them at [email protected], or call toll-free at 877-518-1989. !

!!

1st Annual Digital Marketing Benchmark Study for Outdoor Hospitality | Roadabode Productions | roadabode.com | 702-460-9863 | [email protected]

http://www.AGSRocks.com

http://www.TXADInternet.com

http://TexasAdvertising.net


http://www.AGSRocks.com

http://www.TXADInternet.com

http://TexasAdvertising.net




! About !!PathFinder OutDoor Destinations, based in Melbourne, Australia, was established in 2011 to assist properties in the outdoor hospitality and accommodation sector to increase their competitiveness and build their profile with existing and potential markets and provide guests the best and most memorable experience. !

“Pathfinder Destinations has helped in all areas of our marketing for the past four years. Their experience in the caravan park industry has provided invaluable ideas for our business. Terry and Sheree have helped us increase customer awareness for our business, which in turn has resulted in increased occupancy. Their personal approach I believe is very unique. They have written our sales and marketing plan and together we have been able to action it with great success. Pathfinder takes care of our Facebook and Instagram accounts, writes electronic news articles, produces print media advertisements, handles our awards submissions and even runs sales and marketing training courses for our staff. I would recommend Pathfinder Destinations to operators who would like to take that next step in level of professionalism for their business.” Justin Morris, Manager – Anglesea Beachfront Family Caravan Park

!With over 25 years of senior and international management, tourism, marketing and branding experience, Terry Goodall – the principal founder of PathFinder – is well qualified to assist and mentor properties in the outdoor hospitality sector and help them take their businesses to “the next level”.

You can contact Terry at [email protected]

Mobile: +61 439 332 357

See Terry’s Linkedin profile by clicking here



http://www.pathfinderdestinations.com.au/



https://www.linkedin.com/pub/terry-goodall/11/738/69a





https://www.linkedin.com/pub/terry-goodall/11/738/69a

7660


About Providing consulting services exclusively to the RV park and campground industry, David Gorin Associates serves private individuals and companies as well as public agencies on the local and state levels, investors, developers, buyers, and park owners. The firm conducts pre-feasibility and feasibility studies, due diligence support for buyers and investors, park evaluation studies, park development planning, renovation and upgrade planning, and more. Visit www.DavidGorinAssociates.com for a comprehensive look at the services provided by David Gorin Associates, email David at [email protected] or call 703-448-6863.

!!

About ! Leading Campings is an association made up of top campsites throughout

Europe. Founded in 1994 by three far-sighted campsite owners, Leading Campings is now the “most prestigious group" in European camping - no other has collected more international awards and distinctions,“most experienced group" in European outdoor tourism with five members 50 years or older making us more experienced than Club Mediterranean and similar providers, are the “most advanced group" in European individual tourism - always introducing new sports, entertainments and services which are unique in the region, and are the “most powerful group” in premium European camping. Learn more at www.LeadingCampings.com.

!About! ! ! ! ! ! TengoInternet is North America's largest and most experienced provider of wireless solutions to the camping and RV industry, serving more than one million users in 1,000 locations throughout the US, Canada, and Mexico. For more than 12 years, its custom WiFi solutions, including ISP sourcing, network design, installation, operations and support, have helped customers meet the growing wireless demands of their guests. Learn more at www.TengoInternet.com or by calling 512-469- 7660.

!!












Study Sponsor Guide .......................... ii !Executive Summary .......................... 1 !Study Demographics .......................... 2 !Program Planning ……….…….….. 3 !Email Marketing .......................... 5 !Facebook Marketing .......................... 7 !Twitter Marketing .......................... 9 !YouTube Marketing .......................... 11 !Pinterest Marketing .......................... 14 !Other Social Platform Marketing .............. 16 !Website Marketing .......................... 17 !Digital Marketing Goals, Initiatives, Comments ...... 18 !Conclusions/Glossary of Terms ................... 19 !About Roadabode Productions ................... 20 ! !

Copyright ©2014 Roadabode Productions Information contained in this report may be used only

with proper attribution.

Let’s face it. It’s a brand new world out there when it comes to travel marketing and promotion. Today’s travelers are looking for inspiration, advice, convenience, and value across multiple screens and in a variety of formats. !According to the Google 2013 Traveler Report, 58% of leisure travelers “start my travel booking and planning process with search”. Interestingly: !• 68% began researching online prior to deciding where or

how to travel • 49% plan to travel more frequently with family in 2014 • 42% are more likely to use their smartphone or tablet for

travel or vacation related information while on a trip !A Nielsen 2013 survey measuring the results of earned and owned online advertising found: !• 84% of consumers trust and take action on word-of-mouth

recommendations (earned media) above all other forms of advertising

• 69% trust owned advertising, in the form of content of branded websites

• 68% trust consumer opinions posted online • 56% of respondents trust consumer-oriented email messages • 48% trust ads in search engine results, online videos, or on

social networks !Other studies show that 50% of travel companies surveyed agree that direct bookings were generated from social media, 76% of travelers post vacation photos to a social network, and 55% “liked” Facebook pages specific to a vacation. !There is no time like the present to review your digital marketing presence and begin expanding your online efforts. !

Digital Marketing in Travel

Table of Contents



Executive Summary: Digital Marketing Benchmarks for Outdoor Hospitality


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It comes as no surprise that Facebook is the most used digital marketing channel among the respondents of this 1st Annual Digital Marketing Benchmark Study for the Outdoor Hospitality Industry, with 89.5% saying that they participate on that platform. Email marketing ranks second at 60.7% and is followed by YouTube (45.6%), Pinterest (42.1%), and Twitter (40.4%). !Interestingly, although participation on the latter three platforms appears equal, participation and engagement is not. 54% of those marketing on YouTube have five or fewer videos on their channel and nearly 70% add a video once a year or less. While 67% of those using Twitter have had a presence on the platform for at least one year, nearly 50% post once every two weeks or less. An up-and-comer, Pinterest is appealing to digital marketers in this industry but is still a bit of a mystery for many as they seek a balance between personal and business boards. !A majority of study participants understand the importance of engagement with 82% of platform participants saying that they respond/reply/interact with Facebook comments and posts. That number drops by over half on the other three social platforms surveyed (Twitter 60.9%, YouTube 48%, and Pinterest 41.7%). !Email marketing continues to be a strong avenue with continued interest and understanding. Over 50% of email marketers tell us that they send emails monthly or more frequently with nearly 55% of respondents reporting opt-in subscriber lists at 1,000 names or less. !The most typical amount of time spent on digital marketing per week is one to five hours (59%) followed by 21.3% spending six to 10 hours per week. An eye-opening 13.1% spend over 16 hours conducting digital marketing functions each week.

The most glaring finding of the study is the lack of a marketing and/or content plan. Almost 75% of question respondents report not having a written marketing plan and 78% report either not having or knowing what a content marketing plan or editorial calendar is. This is particularly compelling since the majority of respondents report the responsibility for their business’ digital marketing vision as well as implementing the program lies with the property’s owner/operator. !Other findings include the extensive use of website SEO (91.2%), a relatively equal split in AdWords users (40.3% using this advertising tool), and the usage of analytics to measure a program’s success, with 67.8% taking advantage of this tracking tool.

This online survey was open to all outdoor hospitality digital marketers from May 28 - October 9, 2013. During that period 273 digital marketers took the survey and provided insight.

Comments: when managed properly; could be better but is growing; don’t know; too new to tell



Outdoor Hospitality Digital Marketers: Demographics

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“Other” responses include all three options or a combination of overnight and extended guests



Program Planning: Vision and Execution


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“Other” responses include: • owner/operator family • recreation director • social media director



Program Planning: Marketing and Content Plans, Results/ROI Tracking


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“Other” responses include: • weekly • not since

creating the plan • never

Comment: We use Google Analytics on all social media possible and use FB analytics. We also keep Excel records to track results.

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Email Marketing: Program


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“Other” responses include: • our own system • iContact • Vertical Response


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“Other” responses include: • guest survey • e-magazine • guest survey upon checkout




Email Marketing: Campaigns


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Email Statistics

% of Opens

% of Click-thrus

% of Bounces

Survey Low 3% 5% 0.5%

Survey Low 10% 9% 1%

Survey High 65% 47% 21%

Survey High 80% 60% 40%

Survey Average 33.5% 22.7% 7.2%

Approximately 33% of survey respondents contributed to the statistical results noted

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Facebook Marketing: Platform Participation

HOW MANY FACEBOOK “LIKES” DO YOU HAVE? While nearly 75% of respondents answered this question, upon reviewing the results it became clear that the definition of “like” was muddled, with some providing the number of page likes and others

counting post likes. In general, however, it appears that approximately 60% of the question respondents have fewer than 1,000 Facebook page likes.


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Facebook Marketing: Frequency and Engagement

“Other” responses include: • once to twice/week • sometimes more than once a day, sometimes every 3-5 days • randomly • pre- and post- weekend events


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“Other” responses include: • “like” most comments, occasionally comment • sometimes • Absolutely. No sense in having a way for someone

to contact you if you are not going to respond. That would be like never answering the phone or returning calls from inquiries.

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Twitter Marketing: Platform Participation

HOW MANY TWITTER “FOLLOWERS” DO YOU HAVE? Far fewer study participants participate on Twitter than Facebook. The two lowest follower numbers were 10 and 11; the two greatest follower numbers were 751 and 1650.

The average number of Twitter followers based on all question respondents was 426.


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Twitter Marketing: Frequency and Engagement


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“Other” responses include: • seldom/rarely/not often • not enough time to devote to Twitter • haven’t used Twitter as much • in conjunction with Facebook



YouTube Marketing: Platform Participation

HOW MANY YOUTUBE CHANNEL “SUBSCRIBERS” DO YOU HAVE? YouTube presence appears similar to that of Twitter but with far less participation and engagement.

The two lowest subscriber numbers were 0 and 5; the two greatest subscriber numbers were 36 and 152. The average number of YouTube channel subscribers based on all question respondents was 27.


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YouTube Marketing: Content and Engagement

“Other” responses include: • rarely/infrequently/once in a blue moon • annually or less • based on events, special offers, nearby attractions,

park features, etc. • every 18 months or so


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YouTube Marketing: Content Production and Posting


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“Other” responses include: • recreation director • general manager • owner • commercials and TV appearance by food and beverage

manager

“Other” responses include: • guests post videos of park events • general manager • owner



Pinterest Marketing: Platform Participation and Engagement


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“Other” responses include: • not good at it • have not had any interaction yet • sometimes, not as often as we should • comments yes, repins no



Pinterest Marketing: Content and Strategy


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Comments: • intend to fully implement a plan within the

next month • combine personal with business on this

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Other Social Platform Participation


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WHAT OTHER SOCIAL NETWORKS DO YOU PARTICIPATE ON? Several respondents participate on other social networks. The most mentioned include LinkedIn and Instagram. Others included TripAdvisor, Yelp, Guest Reviews, Foursquare,

Flickr, Google+, and local chamber of commerce websites. One respondent mentioned word of mouth.

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“Other” responses include: • QR codes • online directories • signature on electronic correspondence • Chamber of Commerce • city e-blasts • city website • advertiser vendors • sponsorships • mention Facebook in ads and email • word of mouth




Website Marketing


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Comments: • We looked at the program, played with it,

stole some ideas, but we DO NOT PAY for link positions PERIOD.

• Was using AdWords through a company for about six months. Don’t think the AdWords or company have brought me any leads.



Digital Marketing Goals, Initiatives, Comments, Observations


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DIGITAL MARKETING COMMENTS AND OBSERVATIONS: !• In my opinion, not one digital marketing tool is a cure-

all for marketing. It takes a combined effort of many forms of digital contact, printed collateral, publications, and personal contact to keep current and reach as many diverse groups as one can in the market. !

• I think of digital as a channel, but not a new world. For example, email is digital but it acts like postal mail. !

• I’m just not good at social media. Hardly ever comment on my personal Facebook page. Just can't get into posting "stuff". !

• There’s so much to know - my head feels full all the time. !

• Digital marketing is a great way to interact with customers, but a less effective way, maybe, of getting NEW campers to your park. !

• Very low expectations for direct revenue. !• Huge lack of staff knowledge, desire, ability. !• Facebook has been huge for us in terms of marketing

and helping guests with reservations.

NAME YOUR TOP DIGITAL MARKETING INITIATIVES AND/OR GOALS (IN ORDER OF MOST MENTIONED): !

• grow Facebook likes via posts, contests, engagement

• develop online video for website and YouTube

• modernize/manage/maintain website

• increase email marketing/grow subscriber list

• understand/practice better SEO

• develop social media presence on various platforms

• utilize PPC, AdWords, banner ads, online advertising

• produce more content

• blog

• maintain, maintain, maintain

• increase online conversions

• cross promote content

• utilize automated content curation tools

• develop new campaigns

• develop a mobile-friendly presence

• more participation in Guest Reviews

• more word of mouth

!!

What are your peers saying about digital marketing? What do they want to focus on and accomplish with their digital marketing program? What tactics are top of mind and what points of view are being shared throughout the industry?




Conclusions/Recommendations Study respondents understand that while most may not revel in conducting digital marketing, they know it’s critical to doing business in the 21st century. Even when fighting information overload and program overwhelm they still strive or at least yearn to increase their online presence and deliver relevant content to their social tribe. !Platforms may come and go, new devices will continue to be brought to market, and digital marketing trends will morph as marketing strategy matures but putting this ever-evolving genie back in the bottle is not an option. To that end and based upon survey results, smart digital marketers will take the following steps to enhance their online marketing programs: !1. Dig down and determine your specific target market. Develop personas: who is your typical customer and where do they spend a majority of their online time. Who is the decision maker, what is most important in making vacation stay decisions, what do they love to do on vacation? Understand exactly who you are marketing to and you’ll find it much easier to reach your customers and prospects and deliver content that resonates with them. !2. Create a specific digital marketing plan and put it in writing. The plan should include the platforms and tools you’re using, passwords, responsible parties, and a detailed content schedule. Take advantage of a dashboard tool to assist with productivity. Log clear goals - engagement, followers, conversions. Review the plan on a quarterly basis, adjusting as necessary. !3. Understand you can’t master every platform or be everywhere (and do it well). See #1. Work to master one or two digital marketing tools before implementing nice but not necessary channels. !4. Pay attention to emerging behaviors in social including - and especially - the popularity and importance of images. !5. Utilize smart content marketing, making every single pieces of content you develop stretch and work across your digital marketing landscape. !6. Minimum recommended digital marketing tools for outdoor hospitality: email marketing, Facebook, YouTube, HootSuite.

Digital marketing - a holistic and all-encompassing approach to marketing using a variety of online tactics - also referred to as online marketing !Social media marketing - utilizing social media platforms and tools when conducting a digital marketing program !Content marketing - tactical usage of a diverse assortment of content - articles, event schedules, reviews, images, video, etc. - across your entire digital marketing landscape !Editorial calendar - detailed schedule of content release including topics (even full posts), dates, and responsible parties !Email open rate - number of email messages opened for each specific campaign !Email click-thru rate - number of clicks from opened emails !Email bounce rate - number of undeliverable email addresses (soft bounces are temporary, hard bounces are fatal) !YouTube channel - a term used to describe a users account !Pinterest pinboard - a method to organize and categorize pins, curated and collected images, using Pinterest !Search engine optimization (SEO) - tactics to improve the organic (unpaid) search engine ranking of websites and brands !Search engine marketing (SEM) - paid tactics to improve search engine ranking of websites and brands

Glossary of Terms

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About Roadabode Productions: !Established in 2002, Roadabode Productions exists to serve the outdoor recreation industry - bringing clarity and direction to digital marketing programs, providing a go-to educational resource, and helping build industry awareness. !Industry members can subscribe to Roadabode’s *free* bi-weekly Digital Marketing for the Outdoor Recreation Industry Trend Digest email, designed to deliver the latest digital marketing news, information, and food for thought as it relates to running an outdoor recreation and hospitality business. !Roadabode’s principal, Evanne Schmarder, offers consultative services including digital marketing diagnostics - reviewing program efficacy and opportunities, as well as workshops, seminars, and keynotes. She is the Modern Marketing columnist for Woodall’s Campground Management, a small business blogger at the Huffington Post, and co-author of the industry digital marketing book Unconventional Wisdom Works: 25 Marketing Strategies to Build Your Outdoor Recreation Business Today, available online as an e-book or hard copy through Amazon.com at http://bit.ly/UnconvWisdomWorks. ! "Evanne has a deep knowledge of the topics that are the subject of her training programs and of her clients' markets. She articulates complex subjects in a clear and concise way that ensures that her clients gain tangible benefits that will improve their businesses." David Holland, Principal and Strategist, Brighthouse Consultancy ! With nearly two decades in the travel and tourism industry, heavily tilted towards uncovering and applying the latest marketing technologies for outdoor recreation, Roadabode clients benefit from Evanne’s insight, experience, and solid direction. ! Learn more at www.Roadabode.com and subscribe to the Digital Marketing Trend Digest at http://bit.ly/DMTrendDigestSubscribe. !

You can contact Evanne at [email protected] Call: 702-460-9863 LinkedIn: www.linkedin.com/in/evanneschmarder/

!

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1st Annual Digital Marketing Benchmark Study for

Outdoor Hospitality

1st Annual Digital Marketing Benchmark Study for Outdoor...

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