DIY Tourism Marketing Workshop

Digital Marketing Plan Checklist

What are your business goals?

Example:

If seasonality is a significant

business concern, that should

affect your messaging, media,

timing, audience, and investment.

Are we sufficiently patient?

Relationships take time to build.

Is it part of some larger objective?

What insights do we have into the customer?

Example: Blue Ridge Craft Trails

Research showed that a mix of social media could

potentially generate different results based upon

the audience’s engagement:

▪ Instagram for Millennials

▪ Facebook for Boomers

▪ Pinterest for craft enthusiasts

▪ YouTube to showcase more immersive activities

Do we know the audience?

▪ Is it a GMOOT?

▪ Do you have the resources for it?

▪ Do you suffer from marketing envy?

▪ If you can’t do it well, don’t do it. Or,

find someone who can.

Is it something we can do well?

“When most people advocate for

an idea we think of a compelling

argument, a fact or a figure. But

research shows that our brains

are not hard-wired to understand

logic or retain facts for very long.

Our brains are wired to

understand and retain stories.”

—Jennifer Aaker, Stanford Graduate

School of Business

Does it reflect understanding of the audience’s emotional needs and their customer journey?

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Destination Planning Cycle

Customer Journey Mapping: One Example

1. Destination Consideration

2. Destination Planning

3. Shop & Buy

4. Anticipation

5. The Visit Experience

6. Customer Loyalty and Advocacy

Having empowered,

knowledgeable guests

generates higher

spending and greater

satisfaction

Don’t just show me the view…

Tell me where it is, how I can get

there, when it’s open, what else I

can do when I get there, etc.

Rule of thumb:

Would a prospective visitor pay

for your content?

Does it add value?

Does it create engagement?

Does it create opportunity for social sharing?

Are we building community relationships?

Is it integrated with our other communication?Do we know what our partners are doing?

Does it convey authenticity?

Does it motivate?

▪ Social media takeovers

▪ Influencer marketing

▪ Retargeting, based on specific

audience interests

▪ Contests and promotions

▪ The public relations angle

Have we thought sufficiently outside the box?

DIY Tourism Marketing Workshop

Digital Marketing Plan Checklist