JDRT Marketing Workshop

Tourism Marketing on a Shoestring January 11, 2011

Introduction

•  Travel Oregon Staff

•  Regional & Local Organizations

•  Presentation Team

•  Workshop Participants

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Introduction

•  Community Tourism Planning Workshop

•  Agritourism Development Workshop

•  Cultural Heritage Tourism Development Workshop

•  Nature-based Tourism Development Workshop

•  Creating & Producing High Impact Events

•  Rural Tourism Marketing on a Shoestring

•  Fundraising for Tourism & Teaming for Success

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Introduction Cooperative Marketing Paths

Local Businesses, Services, Attractions

Local DMO

Regional DMO (Eastern Oregon Visitors Association)

Travel Oregon GDS

Introduction Overview of Today’s Topics

  What is marketing?

  Starting your marketing plan   What is the experience you are selling?

  Cooperative marketing opportunities – Travel Oregon/RDMO

  Product positioning and branding

  Understanding your potential markets

  Marketing communications strategies and action planning   Budgets, timelines, measurement

  Discussion

  Evaluations and wrap-up

  Workbook

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Introduction

Outcomes

  How to communicate in a way that the visitor finds compelling.

  Familiarity with marketing terminology, strategies, action planning.

  How to extend and maximize financial resources through partnerships.

  Tools and resources from which to develop a tourism marketing plan.

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Introduction

What are the top three things you are going to do in the next week?

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Starting on Your Marketing Plan

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Marketing Plan

What do you want to work on?

• The local DMO

• Your business

• An event

• Other?

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Marketing Plan

WHAT IS MARKETING?

  What do YOU think Marketing is?

  Definition of Marketing – The process or technique of promoting, selling and distributing a product or service. To be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations.

  Marketing includes everything from the initial awareness of a product, service, or destination to the marketing materials developed to the delivery of the experience. GDS

Marketing Plan

MARKETING HAS CHANGED FUNDAMENTALLY . . . . FOREVER.

  Old thinking – a one-way conversation

  New thinking – interactive

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Marketing Plan

  Create your organization or business mission statement

  Mission – A broad, general statement about an organization’s business and scope, services or products, markets served and overall philosophy.

  What is your business?

  What services or products do you provide?

  Describe the markets that you serve.

  What is your overall business philosophy?

Marketing Plan Background & Rationale

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Marketing Plan

  What is happening in the world around you?

  Economic Conditions?

  Current travel trends?

  Current social trends?

Marketing Plan Background & Rationale

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What Experience Are You Selling?

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The Experience

What Are You? The LURE: the experience that motivates the visitor to actually come to your destination.

DIVERSIONS: things visitors can do closer to home but will do in your destination because they are already there.

AMENITIES: Things that make the visit a comfortable one: signs, restrooms, shade trees, parking, seating and gathering areas wifi, etc.

AMBIENCE: historic buildings, public art, street entertainers, etc. GDS

•  Who is your customer?

•  Lead with the benefit to your customer.

•  Name the company second.

•  Are you part of a larger niche or destination brand?

When selling:

The Experience

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Travel Oregon Programs

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Overview

PDX

•  Media/Advertising –  2 year/$4 million campaign

•  Public Relations & Publications –  Media outreach and production of visitor guides

•  Promotions, Broadcast & Sponsorships –  Oregon Bounty, The Oregon 150 Challenge, etc.

•  Interactive –  Website, blog, e-newsletter

•  Fulfillment –  Guide distribution (website & 800 # requests, and BRCs)

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Travel Oregon

•  Planning & Budgeting Cycle/Timeline: –  TO strategic marketing plan: March (biannually) –  TO annual marketing plan: December (annually) –  TO Partnership Ops: Dec/Jan (annually) –  RDMO/RCMP plans presented: April (annually)

•  Communication –  RDMO Program –  Travel Oregon list serve –  Involved with RDMO timeline

Timelines

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Travel Oregon’s Target Audience

Travel Oregon’s advertising campaigns primarily target’s the following high-yield consumers:

Primary

•  Adults 25-64

•  who spend at least $1,000 per year on travel

•  and live in Oregon, Washington, Northern California, and Idaho

Secondary

•  Southern California and New York

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Background Changing Consumer Trends: (Economy & Technology)

•  Travelers taking vacations that are shorter and closer to home

•  More trips being planned and purchased online

•  Explosion of user generated tips – Desire to discover local gems

•  Being specific will have positive impact on image & trip generation: –  Surprise and inspire travelers with actual things they can see and do in a place

they think they may already know

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Advertising/Media Strategy We focus on 2 key pillars/seasons

Fall ‘10 Spring ‘11 Outdoor Recreation

Advertising Message:

Position Oregon as a premiere foodie destination. Featured stories about Oregon chefs, vintners, brewers, chocolate/cheesemakers, fishermen, distillers, and ranchers

Position Oregon as the travel destination for outdoor recreation. Categories covered include: golf, cycling, outdoor adventurers, and hiking

Media Strategy:

Ads placed in environments that appealed to culinary tourists

Ads placed in environments that reach outdoor enthusiasts who travel

Promotion: Oregon Bounty Wanderfeast contest

Not yet determined

Culinary

Fall 2010 Oregon Bounty Wanderfeast

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Wanderfeast Overview

What do Oregon chefs do when they have a day off? It’s very likely epicurean, like making wine, foraging the forests for edibles, brewing beer, or fishing our wild and scenic rivers.

Spend ten weeks on a virtual culinary trek across Oregon as ten of the state’s top chefs show what they do when they’re not cooking. They’ll take you to their secret spots, show how-to tips, share their favorite recipes, and clue you in to how you can enjoy Oregon’s bounty through festivals, events, and itineraries. It’s a ten-week culinary adventure, all culminating in the perfect Oregon Bounty feast.

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Wanderfeast Overview

Beginning the week of September 13, the promotion featured a different product at its peak in the fall. With chefs as guides, consumers discovered:

•  Mushrooms: Travel to the forests in search of fall Chanterelles •  Wine: Experience crush of the 2010 vintage •  Beer: Pick hops and make fresh hop beer •  Spirits: Create cocktail concoctions with artisan spirits and fall botanicals •  Nuts: Gather hazelnuts and make holiday pastries •  Tree Fruits: Spend a day in the orchard picking heirloom fruit and baking the

perfect pie •  Shellfish: Go out on the docks and pull up Dungeness crab •  Fish: Hook a fall Chinook on one of Oregon’s wild and scenic rivers •  Cheese: Visit a goat dairy and make homemade artisan cheese •  Meat: Drop by a heritage pork ranch and learn the craft of salumi

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Creative: Wanderfeast Map

Creative: Expandable Banner Ad

Creative: Facebook Page

We developed an Oregon Bounty branded Facebook tab

Creative: Facebook Advertising

Strong call-to-action General Message

Food & Drink site

Media Highlights The media mix delivered 53 million+ targeted impressions (Aug 30-Nov 21) •  Radio: on-the-road segments and Splendid Table sponsorship (NPR) •  Magazine Inserts: poster sized Oregon inspiration maps in regional editions of key

national magazines

•  Online: banners ads on culinary/local news/travel sites & keyword search (emails)

Results

Spring 2011 Outdoor Recreation

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Advertising Overview

We’ve evolved direction of advertising to include TV. Previously, TV production & media was too expensive -- we had gotten more mileage from our budget in print & digital

•  An increase in video production value/# of asset now makes TV spots more cost effective

•  The buying power of Google TV makes TV media more affordable •  This strategy gets our Oregon video footage in front of a much larger

audience •  To afford this direction, our best option is to redirect our print spend

and focus our effort on one high-impact medium (TV) Wieden+Kennedy to produce 4-to-5 :15 TV spots with a range of

outdoor recreation messages covering hiking, cycling, golf, adventure

Media

The Spring media mix will be a 50/50 combination of TV and online media for a total of 90.4 million impressions.

TV overview: •  Combination of local market broadcast (Spokane, SF, Seattle, and

Portland) plus a limited national buy through Dish Network’s partnership with Google TV

•  Google TV will run on targeted enthusiast channels like Golf Channel, Discovery Channel, Travel Channel, CNN, & HGTV

• TV will provide over 48 million impressions (10 weeks) Online advertising: •  Banner ads, email, Google and YouTube keyword search, and

Facebook ads

Media Snapshot

•  Description: lead-generating high impact newspaper insert and presence on Vacationfun.com

•  Newspaper circ: 670,000 •  LA, Sac, SF, Eugene, Medford, Portland,

Salem, Seattle •  Leads (based on 2010): 6,000 •  Timing: May 1, 2011 •  Rates

•  ½ Page: $12,700 •  ¼ Page: $7,700 •  1/8 Page: $5,000

Note: circ, markets, leads, rates are estimated & subject to change

Partner Opportunity – Madden Insert

•  Description: Advertorial copy and photo showcasing your property/destination in golf ’s top publication reaching an affluent audience. Includes added value listings

•  Circulation: 217,699 •  CA, ID, OR, WA

•  Issue: May 2011 •  Rates

•  Full page: $16,748 •  ½ page: $9,634 •  1/3 page: $6,414 •  1/6 page: $2,967

Note: circ, markets, rates are subject to change

Partner Opportunity – Golf Digest (Oregon Section)

Spring 2011 Online Co-ops Estimated Pricing

Limited number of online co-ops available to industry partners •  Ad space based on the Spring 2011 online media buy (tbd)

•  Partner creative to be rotated along with Travel Oregon’s

Integrated Content Plan

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Interactive

Travel Oregon Ecosystem

Travel Oregon Content and Marketing Channels

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Official Travel Oregon Visitor Guide •  The only official state print fulfillment piece •  Distribution of 300,000

TravelOregon.com •  The key portal for travel information promoted

by Travel Oregon’s 4.8 million dollar marketing campaign

Interactive magazine •  A unique and innovative online format creating a

dialogue with consumers

E-newsletters •  Reach subscribers looking for Oregon travel ideas •  140,000 subscribers opt-in to receive information every month •  New! Niche newsletters – geared to the outdoor recreation and

culinary frequent traveler

T.O. Ad Network – Visitor Guide •  One-third of the readers are

coming within 3 months of receiving the guide

•  40% are staying between 7-10 days – 30% are staying even longer

•  Nearly 80% are coming on vacation – 13% visiting family and friends

•  45% ordered a guide to a specific region

Available Ad Units •  Display Ads •  Added Value leads (free) through

TOOL system •  Expanded Lodging Listings

•  Ad impressions delivered YTD: 6.6 Million

•  Average ad CTR: .83% (Industry avg .09%)

Available Ad Units •  Banner Ads •  Closer Look Attractions •  Customized Trips We Love •  Formatted Text Ads •  Niche Sites – Kids, Food &

Drink, RideOregonRide

T.O. Ad Network - Website

T.O. Ad Network –Digital Magazine

•  High engagement with consumers.

•  Average time spent on the site: 11 minutes

•  Ad impressions delivered YTD: 180,000

•  Average ad CTR: 1.3%

Available Ad Units •  Banner Ads •  Sponsored Feature •  Map Sponsored Ads •  Formatted Text Ads

“I live in Oregon but find your magazine full of new ideas of place to go and see”

“Well done. Really makes you want to visit the state!”

“I am really enjoying the magazine! Nice layout, good mix of stories, and it inspires me to see more and more of Oregon.”

General e-newsletter •  140,000 subscribers •  Average click rates 4.21% •  Average read rates 16.75%

Niche e-newsletters •  Average click rates are 15%

Culinary –  11,000 subscribers –  44% average read rate Outdoor –  8,000 subscribers –  46% average read rate

Available Ad Units •  Banner Ads •  Sponsored Links •  Formatted Text Ads

T.O. Ad Network - Enewsletters

Interactive Marketing

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Interactive

Travel Oregon Interactive Marketing Program

Goal: ENGAGE in a conversation with consumers and provide them INSPIRATION, INFORMATION and TOOLS for their OREGON vacation experience.

1.   Showcase the Oregon experience

2.   Engage at every stage of the trip

3.   Improve connectivity & partnerships

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Interactive Travel Oregon Ecosystem

Interactive

We Inform We tell, curate & facilitate stories—feature stories, blog posts, photos, videos, trip experiences—that evokes an emotional response and ignites the desire to travel.

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Interactive

We Inform We facilitate the gathering of personal and relevant Oregon experiences to help create successful trips that are highly anticipated and fondly remembered.

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Interactive

We Connect

We provide our Oregon tourism industry partners (hotels, travel bureaus, etc.) myriad opportunities to build a

relationship with travelers to Oregon and translate their interest into a sale across our ecosystem

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TO Family of Sites

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Interactive

Travel Oregon E-newsletters

• Keep Oregon top-of-mind through feature stories and editorials, unique escape ideas, suggested itineraries and special promotions.

• 130,000/month

• “outdoors” and “cuisine” e-newsletters

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Interactive

Travel Oregon Blog

• To engage consumers through “interactive storytelling.” • To convey Oregon experiences through personal stories and narrative • Blogs are enhanced by the use of photos and video clips • 10,000/month – feels TO

Interactive

Grant’s Getaways

Outdoor adventure videos with Grant McOmie

• 48 episodes thru July 30 • Airing: TO.com; KGW.COM & KGW & NWCN TV

Listen/Talk to the community

Boost Community of Fans.

Share Our stories, resources, advice.

• Monitor perceptions/buzz

• Who’re the “influential”

• Interact with fans

• Provide platforms for fans to share their stories

• Interact with fans in other communities

• Amplify advocates

• Spread out content across web (communities, applications, etc.)

• Social media as customer service**

Interactive

Zach Collier – rafting guide & passionate water recreation advocate

Call center staff

Visitor center staff

ASK OREGON

Key Partnership Opportunities

1.   Tourism assets in the region

–  Key attractions (museums, shopping, breweries etc.) –  Events (rodeos, arts events etc.) –  Trip ideas (itineraries) –  Lodging listings –  Outdoor recreation (trails!) –  Dining listings (unique and memorable restaurant) –  Guides & Packers (guided outdoor trips)

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2. Stories/Editorial Pitches

–  Unique and interesting stories –  Unique and interesting peoplr –  Press releases –  Special deals

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Interactive

Don’t Forget to Connect With Us . . .

•  twitter.com/traveloregon

•  youtube.com/traveloregon

•  Facebook.com/pages/Travel-Oregon/

•  Flickr.com/traveloregon

•  Tripadvisor.com/members/Oregon_traveler

•  http://goseeoregon.com

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Collateral

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Collateral

Collateral Co-op Opportunities

•  Travel Oregon grants to DMOs and RDMOs for brochure production

•  Oregon Travel Information Council •  Welcome Center Brochure Program

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Brochure Placement

Location of State Welcome Centers

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Travel Oregon Online Leads Program

Leads for your Collateral Distribution

•  Targets Oregon “hand raisers” •  Query our leads to meet your needs

–  Interested in Willamette Valley –  Interested in Biking, Scenic Byways, Rafting, etc. –  Consumers from Portland, Seattle, Washington, etc. –  Publications Ordered

•  $.075/lead

Collateral

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Key Partnership Opportunity

Travel Oregon “Q Care Customer Service Training Program.”

Phone and Front Line Etiquette

Use Travel Oregon’s “Q Care Customer Service Training Program”.

•  Customer Service Training Certification

•  Available free of charge 24/7 on the internet

•  Standards and training for behavior-based visitor contact skills.

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Public Relations

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Travel Oregon’s P.R. Program Gives You National Exposure

2007-08 2008-09 2009-10 Circulation – Print 140.20 million 241.65 million 287.14 million Circulation – Online not tracked not tracked 638.04 million # Articles – Print 193 179 178 # Articles – Online not tracked not tracked 170

Oregon’s 2010 Audience: 925 million

6 times the exposure of 2 years ago Online media = new opportunity

to share Oregon messages

How the P.R. Program Works

“Summer travel doesn’t have to break the bank. Here are five smart ways to have a great experience your kids will never forget — without leaving you with credit-card bills that made you wish you’d never gone in the first place.”

You RDMO Travel Oregon

National Audience

Maximize YOUR Message What the Travel Oregon P.R. Team is Doing in 2011 •  Leveraging Oregon experiences and interesting people •  Packaging products to “create” news •  Delivering customized story pitches to editors •  Speaking to lifestyle interests •  Using Oregon dreamers as storytellers – focusing on people •  Communicating Oregon’s authenticity and individuality

Got Ideas? Get the Word Out! •  Send press releases to [email protected] •  Tell us & RDMO when you’ve got something new in your area •  Suggest undiscovered story ideas, personalities, experiences •  Share your images, b-roll and other content for our news room

International & Domestic Travel Trade

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International & Domestic Travel Trade Strategy Overview

•  In-country representatives in major markets, Germany, UK, France, Netherlands and Japan

•  Host Media& Tour Operator Research trips •  Travel agent education •  Trade shows •  Cooperation with air carriers, focus on international non-stop

service to Europe and Asia from Portland •  Canada is number one inbound International market, focus

on Western BC and Alberta, Chinese Canadian and Motor coach markets

•  Domestic Motor coach Market: Oregon Tour Operator Product has increased, looking for “authentic” experiences

.

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•  Use the international travel symbol where you can

•  Host research trips for media and Tour Operators

•  Attend Trade shows (request leads through partners)

•  Attend seminars at Governor’s Conference and Regional Seminars

•  Get to know the Travel Oregon International and Domestic Travel Trade Team – attend a Travel Oregon 101 session!

•  Work with Tour Operators by responding to leads forwarded by your RDMO (EOVA)

•  Domestic tour operators: become a member of Oregon Tour and Travel Alliance for leads and trade show opportunities

•  Contact: [email protected] for more information

Opportunities

International


Eastern Oregon Visitors Association (EOVA)

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What Makes E O Different?

Unique?

Special?

Eastern Oregon “MOOD” Board

Moving Forward…

•  What is essence of what we want to tell people about Eastern Oregon ~ the platform from which we build every message?

•  How do we capture their attention? •  What is the perfect tagline that we can

utilize for the region and then trickle down to use by the sub-regions, local DMOs, and individual suppliers?

The EO Brand – Choosing a Tagline

Messages that relay the diversity of eastern Oregon. The vast stretches of land where in one day you can be riding world-‐class rapids and by the evening be sipping a local micro-‐brew in an historic hotel or quaint B&B.

Think of a vacaCon as an exploraCon.

Messages that touch on our living culture, of working cowboys and people who care about the land. Also our slow and steady pace of life.

Eastern Oregon is about as close as you will get to the way the west was once, but it will also change the west is today.

We, the Eastern Oregon Visitors AssociaCon, find ourselves in a strange predicament.

We want people to come experience the rich physical beauty, warm hospitality and living history of our vast, beauCful region.

Just not too many people.

You see, we like secret fishing spots and roads less traveled. We like hiking mountains without seeing another soul and going to world-‐class restaurants that don’t require a reservaCon a year out, if they require one at all. We like being that hidden gem of a place that you only hear about through word of mouth from like-‐minded people.

And we think you’ll like those things, too. So come, visit, enjoy. And

The Brand Platform

Sharing the Message ~ Brand Eastern Oregon •  The Audience

The best audience for Eastern Oregon comprises people who want Cme to relax and who choose their travel desCnaCons based on values. They want a change from their fast-‐paced lifestyles—they want to turn off the cell phone and Internet.

They ’re people who want to see the beauCful expanses without a Cmeline. They want to experience the land by raRing, riding or climbing it. They want to get out and touch and feel and reflect.

People yearning for this kind of experience spend plenty of Cme researching the perfect vacaCon locale, using all kinds of informaCon: magazines, books, online resources, word of mouth. They trust their friends and social groups who share the same values.

Specifically, they are soR adventurers, cultural travelers and empty nesters. We also believe motorcyclist and internaConal travelers are a strong area of opportunity for Eastern Oregon.

Digital

Applications

The Eastern Oregon Brand…Now make it the John Day River Territory’s Story!

Positioning & Branding

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A Brand is a promise of the experience you are going to deliver.

Positioning is how you describe what you are selling. (marketing)

(A good reference book is “Destination Branding for Small Cities” by Bill Baker.) GDS


What branding IS NOT:

•  A logo

•  A slogan

•  A marketing campaign

•  Geography

•  History

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Product and Services Branding

•  Follow the branding rules

•  Tie in with a destination brand when possible

•  Become known for something special

•  If the product is not unique, make the service special GDS


Rules for Successful Branding:

1. Brands are perceptions – what people thing of you – NOT what you think of yourself or what you say in the market place.

Brands are determined by your customers, so deliver what you promised, or more.

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2. Branding is the art of differentiation. Setting yourself apart from everyone else.

Be unique, or be the best.

This matters only within your intended market area.

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3. Brands are specific.

The narrower the niche the better.

Stay focused.

Offering everything or many things, dilutes your brand.

Become known for ONE THING. Then add to it.

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4. Brands are built on products or services, not marketing. Marketing is use for positioning.

Many businesses and destinations fashion a new marketing campaign, logo or slogan and wonder why it did not work. Because brands are a promise, they only become valuable if the product or service delivers.

Focus on a superior product and your marketing becomes easier.

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5. Brands are earned through performance. You don’t roll out a brand like it’s a campaign.

Creating a successful brand takes a long time. The value of the brand grows with positive experiences of the visitors.

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6. Tourism brands must be experiential. That means activities, not things to look at.

Location-based branding is dead, unless you are Mt. Rushmore or the Grand Canyon. Visitors choose what they want to do, THEN where to do it.

History is not a good basis for a brand because it is difficult to make experiential.

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The exception to rule #6.

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7. Position your brand through public relations. Word of mouth and third party testimony is essential. Use advertising to maintain your position.

Remember, your brand is not what you say it is, so advertising does not build brands.

More than ever, because of the Internet, travelers can get third party opinions about your product or destination.

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8. Build your destination brand on feasibility, not sentiment or public consensus.

Successful destination brands must lure visitors and investors. Publicly developed brands usually fail when they focus on things that are not important to the visitor, but rather to the resident. They often are not specific enough, different from other towns, or experiential.

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9. Build your destination brand from the grassroots.

Destination branding efforts that are forced from the top down by municipal governments or DMO’s don’t succeed as often as those developed by a handful of local “champions” and “doers” who work tirelessly to engage all the many participants necessary to make a brand pervasive throughout a community.

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Even if you do nothing, you still have a brand. It just may not be the one you want.

Because consumers decide what your brand is, your product, service or destination has a brand.

Do you really know what your brand is?

Are you managing your brand?

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The brand feasibility test

1. Are you specific enough to be noticed?

2. Is it something your market will not find closer to home?

3. Will you have wide enough appeal to attract the number of customers you need to be successful?

4. Do you offer an experience (even if you are selling a product)?

5. Can you afford it?

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The brand feasibility test - continued

6. Will it work year round?

7. Does it have legs? (is it possible to extend the core brand once it is developed?

8. Will the community buy into it? (for destinations)

9. Can it be shown through the whole community? (for destinations)

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A word about Logos & slogans

1. Logos & slogans are not brands

2. Logos & slogans have value when they:

- reinforce what someone already knows about your brand.

- communicate what your product or service is.

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Logos & slogans


Logos & slogans

Do you have a brand? If so what is it? How are you managing

your brand? (Page 9)


Do you have a brand?

If so what is it?

How are you managing your brand?

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Understanding Your Market

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  Geographic markets

  Local

  Instate

  Region of the U.S.

  Entire U.S.

  International – specific countries

  Demographic, Psychographic Research

  Demographics (age and income, education)

  Psychographics (lifestyles, behaviors, interests)

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Sources of Travel Research

  Travel Oregon Visitor Profiles

  Travel Oregon Economic Impacts

  Smith Travel Research

  State Welcome Center data

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Oregon Overnight Travel Study

•  Where visitors come from and how many

•  What visitors look like – age, sex, party size, education, employed, income, etc.

•  How they plan their trips to Oregon – timing, info sources, web use, etc.

•  What they do on their trips

•  How they rate their experiences

•  Trends over time

•  Sometimes called the Longwoods Study GDS


A Regional Version of the Oregon Overnight Travel Study is Available

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Overnight Visitor Profile Highlights (EOVA)

Key Sources of Business to the region

Source: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)


Visitor household income level



Main Purpose of Marketable Trip



Oregon Travel Impacts Report

•  Measures travel spending in Oregon, by County

•  Measures employment earnings related to travel spending in Oregon by County

•  Explains where visitor dollars get spent

•  Estimates secondary impacts of direct spending on additional support jobs and activities

•  Shows trends in spending over time

•  Shows Room Taxes by City and County

•  County specific reports are available GDS


Other Reports from Travel Oregon

•  Oregon Tourism & Hospitality Indicators Report

–  Occupancy rates, Airport Statistics, Consumer Price Index, Consumer Confidence Index, Website visits, Specific topic research

•  Smith Travel Research

–  Trend Reports on destination hotel occupancy, average daily room rate, etc.

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Travel Oregon’s Target Audience

Travel Oregon’s advertising campaigns primarily target’s the following high-yield consumers:

Primary

•  Adults 25-64

•  who spend at least $1,000 per year on travel

•  and live in Oregon, Washington, Northern California, and Idaho

Secondary

•  Southern California and New York

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Eastern Oregon Target Markets •  Empty Nesters

•  Soft Adventurers

•  Motorcyclists

•  Cultural Travelers

•  International Visitors

•  Regional Vacationers

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Marketing Strategies & Action

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Marketing Terms

•  Marketing Objective –  what you want to achieve - measurable

•  Marketing Strategy –  how you get there

•  Marketing Mix –  activities used to communicate

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Marketing Objective – A goal that your organization or business attempts to achieve, usually focused on a target market.

Marketing objectives should be:

– Results oriented

– Target market specific

– Quantitative/measurable

– Time specific GDS


Examples of Marketing Objectives:

For an attraction: “To increase the number of visits(result) from RV visitors to the region (target market specific) by 250 (quantified) during the summer season 2011 (time specific).”

For a small lodging establishment: “To increase the number of room nights (result) generated from the motorcycle touring market (target market specific) by 150 (quantified) during the spring and summer of 2011 (time specific).

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Marketing Strategy - A course of action selected from the marketing mix to communicate to various target markets.

Marketing Mix – Activities to communicate your brand, market position, product/service features and benefits to the customer. For example: •  Website •  Social networks •  Brochures •  Press releases •  FAM trips •  Other

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Example of a marketing strategy and action plan:

Strategy for an attraction or tour: “Use printed brochures (collateral material) to communicate our brand, market position, product/service features, benefits to customer and pricing.”

Action plan for collateral attraction or tour: “Create 4” X 9” rack brochures to be distributed to visitor information centers throughout the county.”

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Key Shoestring Strategies •  Interactive •  Collateral

•  Public Relations •  Advertising

•  Travel Trade •  International

•  Special Opportunities

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1. Interactive Marketing

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Interactive Travel Oregon’s Interactive Strategy:

Goal: ENGAGE in a conversation with consumers and provide them INSPIRATION, INFORMATION and TOOLS for their OREGON vacation experience.

1.  Showcase the Oregon experience

2.  Engage at every stage of the trip

3.  Improve connectivity & partnerships

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Interactive

How do you do create an Interactive Strategy?

•  Creating a website

•  Using social media like Facebook, Twitter, Foursquare, etc.

•  Developing e-marketing newsletters and e-blasts

•  Creating a blog

•  Developing YouTube videos

•  Using co-op opportunities with DMO, RDMO, TO

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Interactive

Your Website – 8 Rules: •  Hire someone to help build the website structure.

•  Content is more important than design.

•  Design for easy navigation, not for art.

•  Home page is critical – leads to other pages.

•  Understand the importance of key words.

•  Use a title tag on each page that is different. This is what shows up in searches.

•  Links and images need descriptive tags too!

•  Make a site map of your website and give it to Google.

Interactive

How Does Your Website Get Noticed?

•  Search Engine Optimization

•  Search Engine Marketing – Keyword Ads

•  Banner Ads

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Interactive

Search Engine Market Share – November 2010

66%

15%

14% 4%

1%

Google Yahoo Bing Ask AOL

Source: comScore GDS

Interactive Key word ads >> SEM

<< SEO listings

SEM Key Word Ads

SEO << Listings

Interactive

Advertising on Google, Yahoo, Bing

1.  Banner ads and SEM keyword ads.

2.  Budgets are flexible by day.

3.  Experiment with key words.

4.  Pay only for visits to your site.

5.  Try different ad copy.

6.  Ask how visitors found you.

7.  Use ANALYTICS.

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Interactive

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Interactive

Social Media – Where Do I Start???

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Interactive

First of all – Why?

•  Because marketing has changed from a one-way message to a two-way conversation.

•  And there is no going back!!

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Interactive

You need to think about a full social media strategy. Start Here:

1.   Observe how it works

2.   Look at competition

3.   Become active

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Interactive

Most Important:

1.   Tell your story.

2.   Focus on relevant social networks.

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Interactive

= 500 million users and counting

= timely information; conversation

= listing and reviews

= reviews

= telling your story

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Interactive http://business.twitter.com

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Interactive

Most Important:

1.   Tell your story.

2.   Focus on relevant social networks.

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Interactive

A word about BLOGGING: •  Opportunity to TELL YOUR STORY •  Readers can comment, creates conversation

•  Builds additional web traffic

BUT:

•  Can be time-consuming (but it’s free!)

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Interactive

A Few Examples:

1.   EOVA 2.   Wilson Ranches

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Interactive

Content

Creative

Usability (navigation, search visibility,

accessibility etc.)

Sweet Spot

Balanced Communications GDS


Collateral

Page 15 GDS

Collateral

What is Collateral? – A collateral marketing strategy involves the use of various printed and online materials that communicate your brand, market position, product/service features, benefits to the customer and pricing if you are a business.

Collateral marketing strategies can include the following activities:

•  Creating attractive brochures and rack cards

•  Creating posters, bookmarks and other printed materials

•  Utilizing cooperative opportunities – local DMOs, RDMO, and Travel Oregon

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Collateral

Collateral Content

•  Lead with the best, leave the rest

•  Tell the story, don’t just provide lists

•  Give the details

•  Photos should be large and compelling, not amateur hour

•  Always have people in the photos, your target audience

•  State the benefit to the visitor – it is not about you.

•  Use good maps and detailed instructions on how to find you.

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Collateral

Collateral Usability

•  Collateral – make it easy to carry

•  For planning at home use 8 ½” x 11”.

•  At the site use a smaller size that fits in pockets and bags.

•  Use quality paper especially if you use a lot of photos

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Collateral

Ways to Distribute Collateral

•  Visitor information centers

•  Kiosks

•  Online

•  Direct mailing

•  Trade shows

•  Fulfillment of requests from interactive, PR, advertising

•  Other

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Public Relations

Page 17 GDS

Public Relations Public Relations – Activities designed to generate

and maintain awareness of your product, service or destination among your target markets and other organizations through nonpaid communication and information about what you have to offer.

Why Public Relations?

•  Important because it is “third party” coverage but more controlled than social media.

•  More credible than paid advertising.

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Public Relations

Public Relations Activities

•  Develop a website media or press area

• Develop a hard copy press kit, press information, photo library

• Create and distribute press releases

• Provide media assistance for story writers and editors

• Utilize cooperative opportunities – Local DMO, RDMO and Travel Oregon

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Advertising

Page 18 GDS

Advertising

Advertising – Any paid form of promotion of your product, service or destination.

Types of Media •  Newspapers •  Magazines •  Broadcast •  Direct mail •  Outdoor •  Internet •  Coop opportunities

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Advertising Media Type Strengths Weaknesses

Newspapers • Geographic concentration • Short lead times • Specialized sections

• Short life span • Shrinking market • Ad clutter

Magazines • Targeted to audience • Long life span • Communicate detail

• Clutter • Expensive/long lead time • Low reach/frequency

Broadcast • Good reach • Geographic/demographic • Low cost (radio)

• High cost (television) • No visuals (radio) • Short life span/high waste

Direct Mail • Audience selectivity • Highly flexible/measurable • Short lead times

• Junk mail syndrome • Potential high discard rate • Can be high cost

Outdoor • High reach/frequency • Large/long life span • Geographic targeting

• No detailed information • Not highly targeted • Long lead time

Cooperative • Highly targeted • Leverage dollars effectively • Broader reach/frequency

• Clutter • May be limited to specific markets (not yours)


Travel Trade

Page 19 GDS

Travel Trade

Travel Trade – Travel agents, tour wholesalers and operators, corporate travel managers, incentive travel planners, and convention/meeting planners.

Travel Trade Marketing Activities: •  Advertising in travel trade publications •  Attending travel trade shows •  Providing Familiarization (FAM) trips •  Brochure distribution •  Public Relations •  Cooperative opportunities GDS


International Opportunities

Page 20 GDS

International

International Opportunities – The key international markets for Oregon:

–  United Kingdom –  Germany –  Netherlands –  France –  Italy –  Japan –  Korea –  Canada

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International

International Marketing Activities:

•  Public relations with media and travel trade

•  FAM trips

•  Working with receptive tour operators

•  Travel agent education

•  Trade shows

•  Cooperative opportunities

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Budgets & Timelines

Page 22 GDS

Establishing Budgets & Timelines

Budgeting Methods

1.  Historical – spending is same as previous years.

2.  Percentage of sales – industry average % of total revenues.

3.  Competitive – match spending of your competitors.

4.  Task-oriented – consider each activity and what needs to be spent to meet marketing objectives.

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The Reality of Budgeting

1.  Allocate a tentative, overall budget for marketing.

2.  Determine your marketing objectives and strategies.

3.  Tentatively split the budget between strategies.

4.  Then split the budget between actions within the strategies.

5.  Develop and refine the activities.

6.  Reallocate budget to determine final budget allocations.

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Establishing Realistic Timelines

1.  Establish a full-year marketing calendar cycle.

2.  Understand steps and time involved in producing collateral and advertising material.

3.  Research key deadlines for advertising insertion dates. 4.  Work closely with partners and service providers.

5.  Stay connected to your local DMO, RDMO, and Travel Oregon.

6.  Create and overall TO DO list that covers the marketing cycle and includes details of who needs to do what and when.

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Measuring Your Success

Page 23 GDS


How to you measure your success?

•  Establish your measurement criteria.

•  Establish marketing controls – monitoring and adjust activities.

•  Analyze the results of efforts – both at the activity level and the overall objective level.

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Overall Evaluation

•  Ask visitors how they heard about you.

•  Total number of room nights for the year/season

•  Total income for the year/season

•  Total visitors and/or visitors by target market

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Examples of Specific Measures •  Website – unique visitors, page views, origin of traffic, time

spent on site, engagement

•  Collateral – number of brochures distributed, bookings generated from brochures

•  Public relations – number of stories generated through press releases, FAM trips

•  Advertising – number of impressions, responses, bookings from specific ads or ad campaigns

•  Travel trade and International – number of leads/bookings generated though various activities

•  Special promotions – number of inquiries/bookings generated

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Wrap-Up

What are the top three things you are going to do in the next week?

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Evaluation & Wrap-up

Thank you ! from the teams at

JDRT Marketing Workshop

Documents

Transcript of JDRT Marketing Workshop