Marketing of the Britannia Mine Museum An Integrated Approach - Marketing Example... · Marketing...
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Marketing of the Britannia Mine Museum An Integrated Approach Presented by Katherine Flett Blue Sky Communications www.BlueSkyCommunications.ca Phone 604 924 5542
Transcript of Marketing of the Britannia Mine Museum An Integrated Approach - Marketing Example... · Marketing...
Marketing of the Britannia Mine Museum
An Integrated Approach
Presented by Katherine Flett Blue Sky Communications
www.BlueSkyCommunications.ca Phone 604 924 5542
1. Make a Plan
• Conduct a comprehensive SWOT Analysis
• Define your customer
• Create your primary message
• And confirm your budget
• Understand who your competition is, what they are doing well, what they are not doing, and how you can develop your business to have a competitive advantage.
• Determine your USP, or unique selling proposition.
1. Make a Plan
2. Use Research as a Guide
• Find out how people are hearing about you
• Find out why people are coming to see you
• Find out what they want to see/do
• Ask if they would come back
• Ask if they would refer you to a friend
• Find out what you are doing well
• Travellers worldwide are seeking experiential, life-enriching vacations that involve culture, nature, the outdoors and learning. These consumers want authentic experiences that focus on local culture and foods, allowing them to engage all of their senses.
• Want to get ‘behind the scenes’ and be enriched by the people and places they visit.
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
2011 Tourism Report
According to the 2011 World Tourism Report, the growth sectors in the 21st century are:
•Culture & Heritage
•Eco-Tourism
•Adventure Travel
•Special Interest Travel
•Sport Tourism
•Health & Wellness
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
2. Use Research as a Guide
• BC welcomes visitors from around the world. However, the most important tourism market for British Columbia is the local market.
• BC residents travelling in BC accounted for 49% of 14.6 million overnight visitors.
2. Use Research as a Guide
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
3. Create a Compelling Message
• Consumer sees more than 1,000 ads per day (as high as 5,000 in metropolitan areas).
• http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all
• Keep it simple, easy to remember and make it stands out from the “noise”.
3. Create a Compelling
Message
4. Establish Media Partners
Global TV: #1 in BC
4. Establish Media Partners
4. Establish Media Partners
4. Establish Media Partners
5. Leverage PR & Media
5. Leverage PR & Media
5. Leverage PR & Media
5. Leverage PR & Media
Connect with Influential
Bloggers
6. Make Signage a Priority
#1 reason for visiting in 2011 survey – 48% of visitors.
6. Make Signage a Priority
Make it easy for
tourists to find you.
6. Make Signage a Priority
7. Host Newsworthy Events
2011 Events
•Valentines Dinner •Spring Break Event •Art Event: Copper & Fire •Mother’s Day •Father’s Day •Rivers Day •Christmas Community Day
• Word of Mouth can be one of your most powerful marketing tools.
• Monitor visitor response to your organization annually.
8. Don’t Underestimate WOM
#2 reason for visiting in 2011 survey – 30% of visitors.
9. Efficiently Manage Social Media
9. Efficiently Manage Social Media
10. Build an easy to find Website
Key Aspects
•Maximize SEO • Provide High Quality Photos •Consistent Content •Easy to Navigate •Update Regularly •Accurately reflect your organization •Link to Facebook
10. Build an easy to find Website
#4 reason for visiting in 2011 survey
Results
Year-to-date 2010 2011 % Growth
Ticket Sales 25,248 48,387 92%
Memberships
175 482 175%
Thank you.
