RCC - Marketing on a Shoestring

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  • 1. Travel Oregon Team Central Oregon Visitors Association John Kelsh Workshop Participants

2. Overview of Todays Topics What is Marketing? Your Marketing Plan Workbook What experience you are selling? Product positioning and branding Destination Marketing Roles & Coop Marketing: TravelOregon/COVA Coop Marketing and Content International Marketing and Travel Trade Marketing communications strategies and action planning Budgets, timelines, measurement Discussion Evaluations and wrap-up 3. Outcomes How to communicate in a way that the visitor findscompelling. Familiarity with marketing terminology, strategies,action planning. How to extend and maximize human and financialresources through partnerships. Tools and resources from which to develop a tourismmarketing plan. 4. 1. Your Vision2. Marketing Action areas with consensus3. Tourism Trends for Central Oregon 5. River Canyon CountryCOMMUNITY TOURISM VISION 6. River Canyon Country in 2030 is a region that is engaged toward a common futurewith a clear shared identity. The community has worked hard to build on values ofquality education, health and creating an active lifestyle, and this has paid off inhaving a dynamic and high caliber workforce and strong social capital. This isreflected in how our community organizations and volunteers work together in acoordinated and cohesive manner. This cohesion allows us to adapt and capitalizeon new and emerging opportunities, while maintaining our strong community base.We value our people and invest in creating opportunities for them to work,contribute and thrive in the region.We have beautiful landscapes, parks, and natural vistas, which are now connectedby a highly developed network of trails, by-ways and transport systems. We havea strong economic tourism infrastructure focused on leveraging our uniqueregional assets of local food, outdoor recreation and cultural diversity andidentity. Our thriving economy is built on our locally owned entrepreneurialbusinesses, and complemented by world-class destinations. We are knownworldwide for our authentic, family friendly and environmentally sustainablepractices. We have become a renowned mecca for well managed outdoor andeco-tourism and cultural experiences that make us the must-do destination forour many new and return visitors from across the world. 7. 1. Create a regional leadership structure for tourism development2. Develop a regional marketing strategy3. Conduct local trainings to increase local knowledge of tourism experiences (what there is to do!)4. Ramp up local communication about tourism development (improve internal communication systems)5. Develop infrastructure for recreation and transportation6. Develop packages and itineraries for visitors7. Conduct an asset inventory and do a gap analysis8. Ramp up business development for tourism9. Create new and grow existing events 8. WHAT IS MARKETING? What do YOU think Marketing is? Definition of Marketing The process or techniqueof promoting, selling and distributing a product orservice. To be most effective, marketing requires theefforts of everyone in an organization and can bemade more or less effective by the actions ofcomplementary organizations. Marketing includes everything from the initialawareness of a product, service, or destination to themarketing materials developed to the delivery of theexperience. 9. Section OneMarketing Plan Background & Rationale Page 7-8What Experience Are You Selling? Page 9-10Positioning & Branding Page 11Understanding Your Target Markets Page 12 10. Marketing Plan Background & Rationale Page 7 Create your organization or business mission statement Mission A broad, general statement about anorganizations business or organizations and scope,services or products, markets served and overallphilosophy. What is your business/organization? What services or products do you provide? Describe the markets that you serve. What is your overall philosophy? 11. Marketing Plan Background & Rationale Page 8 What is happening in the world around you? Economic Conditions? Current travel trends? Current social trends?SEE: Tourism Trends Overview PDF,Longwoods Oregon 2009 Central Region Research, RCC Baseline PDF 12. What Are You? - Page 9The LURE: the experience that motivates the visitor toactually come to your destination. It is your brand.DIVERSIONS: things visitors can do closer to home butwill 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 gatheringareas wifi, etc.AMBIANCE: historic buildings, public art, street banners,etc. 13. When selling: - Page 9 Who is your customer? Lead with the benefit to your customer. Name the company second. Are you part of a larger niche or destinationbrand? 14. Page 11 15. A Brand is a promise of the experienceyou 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.) 16. What branding IS NOT: A logo A slogan A marketing campaign Geography History 17. Tie in with a destination brand when possible Become known for something special If the product is not unique, make the servicespecial 18. Even if you do nothing, you still have abrand. 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? 19. Lunch 20. 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 21. Examples of Marketing Objectives: - Page 13For an attraction: To increase the number of tripssold(result) to RV visitors(target market specific) by 100(quantified) during the summer season 2012 (timespecific).For a small lodging establishment: To increase thenumber of room nights (result) generated from thebicycle touring market (target market specific) by 100(quantified) during the spring and summer of 2012 (timespecific). 22. Example of a marketing strategy and action plan: - Page 14Strategy for an attraction or tour: Leverage existing electronic media sites to create awareness of our attraction Action plan attraction or tour: Create an attractions listingfor VisitCentralOregon.com and TravelOregoncom 23. Marketing Strategy - A course of action selected from the marketing mix to communicate to various target markets.Media Mix Activities to communicate your brand, market position, product/service features and benefits to the customer. For example:Website Social networks BrochuresPress releases FAM tripsOther Page 14 24. Key Shoestring Strategies Digital Content Public Relations International/ FAM trips Special Events 25. How to create an Interactive Strategy Use COVAs website Using TO digital content/social media Use TO e-marketing newsletters and e-blasts Use TO blog, RSS feeds Develop YouTube, Vimeo videos Using co-op opportunities with RCC, COVA, Travel Oregon 26. SEO SEM 27. Advertising on Google, Yahoo, Bing1. 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 Google ANALYTICS. 28. Destination Promise Brand Reasons to BelieveCore Product and Experience Themes Emotional Benets Tangible Benefits 29. Tangible Benefits EXAMPLE Publicsolitude or light recreationan environment of rest, relaxation, quietpark settings that createtime, More rigorous outdoor exercise for those who desire it Comfortable walking trails and trail maps Programmed events for the different styles of relaxation of the targetedvisitors. E.g., music would include rock, jazz and classical Places for family gatherings Water and other view locations with benches Experiences in the redwoods Healthy dining Spa treatments Physical comfort 30. Emotional Benefits EXAMPLE Restfulness Tension and stress relief Quiet Being unplugged from the world Contemplation Recharging Peace of mind 31. Use with a character your audience can relate to (that could beme!).Set the Stage (Heres how we rescued a fawn on the day wevisited River Canyon Territory).Establish conflict external or internal. Start with this.Foreshadow hint at what is to come to keep it moving.Use dialog stories are about people and people talk. 32. What great stories can you think of ? 33. 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, andTravel Oregon 34. Key Tips: Lead with the best, leave the rest Tell the story, dont 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 findyou. 35. Collateral Usability Collateral make it easy to carry Fit into brochure racks. Use quality paper especially if you use a lot of photos 36. Public Relations Activities designed to generate andmaintain awareness of your product, service ordestination among your target markets and otherorganizations through nonpaid communication andinformation about what you have to offer.Why Public Relations? Important because it is third party coverage butmore controlled than social media. More credible than paid advertising. 37. Public Relations Activities Develop a website media or press