Road to Recovery Marketing · Source: Walters, G. & Mair, J (2013) “Post disaster recovery...

Recovery Marketing Workshop – 2020 Visitor Economy Summit

Victoria March 2020

© Digital Coaching International (T/A Tourism Tribe) 1

Road to Recovery Marketing

Brought to you by Tourism Tribe

Let’s discuss

Ø Clarity on your marketing objectives

Ø Your role in driving motivation to visit and

conversion

Ø Marketing and sales strategies and tactics

Ø Planning your content and campaign focus over the

immediate period


Victoria March 2020


1. Clarity on your marketing objectives

Get them here@sunbuttersuncare Lakes Entrance


Victoria March 2020


Get them back@misscourtney Tarra Bulga NP

Regular visitors (those who have visited 5 times or more in the past) are most likely to return within 6 months following a natural disaster compared to irregular visitors (those who have only visited once)

Source: Walters, G. & Mair, J (2013) “Post disaster recovery marketing messages for tourism destinations” in McCabe (Ed) Routledge Handbook of Tourism Marketing, Routledge


Victoria March 2020


Generate positive word of mouth

@stinsu Wilsons Prom

90% of people trust 3rd party endorsement ahead of any advertising

Two thirds of all marketing is not done by marketers, it’s done by consumers


Victoria March 2020


Clarity on your marketing objectives

Get people back to your

region

Drive positive word

of mouth

2. Your role in recovery marketing


Victoria March 2020


Drive awareness &

motivation

Enable conversion Business

Increase conversion

Media

RTO / LTOCouncil /

VICBusiness

Your role in recovery marketing

Mar

ketin

g &

Com

ms • Communicate

• Communicate• Communicate Sa

les • Compelling Offer

• Remarkable service

Col

labo

rate • Campaigns

• Industry partners

• Your guests


Victoria March 2020


3. Communicating effectively

Don’t WaitBE PROACTIVE

!


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Ideally… Social

Database and email marketing

system

Distribution

Website

ReputationThe key to your success

Meets your ideal guests needs,

editable, online booking, landing pages that work,

blog, SEO, tracking

Working with others, OTAs,

RTOs, industry partners

Segmented customer

database, smart email marketing

system

Relevant to your ideal guests, Fb & Insta, organic and paid

Share Your Status


Victoria March 2020


Your message should beØ Honest

Ø Consistent across all channels

Ø Optimistic

Ø Community-minded (address what else is happening in

your region, not just your business)@thane_r Traralgon


Victoria March 2020


Checklist – Communicate your situationq Website open / close message

q Update your Google My Business listing

q Advise Council, Chamber, VIC, RTO / LTO, other

businesses

q Facebook Page

q Let your customer database know

q Blog post

q Be community-minded (address what else is happening in your

region, not just your business)

Blog posts should be kept up to date and address consumer questions:Ø What was affected by the fires?Ø How were you affected by the fires?Ø What has not been affected that guests can include in

their itinerary? Provide links to nearby attractions and businesses

Ø What else can visitors currently see and do?


Victoria March 2020


Keep the communication

flowing


Victoria March 2020


Checklist – Keep the communication flowingq Email updates

q Blog post updated

q Facebook status posts

q Instagram images and video

q Live video

q Google My Business updates

Focus on the positives


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Focus on the positivesØ You’re an on the ground story tellerØ Being honest and optimistic, look for the silver linings

Ø The community banded together

Ø Receiving an unexpected hand from a friend, neighbour, relative or complete stranger

Ø Your guests


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4. Simple Planning = Simpler Life


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MARKETING IS MORE SUCCESSFUL WHEN IT IS

CONSISTENT

Checklist – Awareness and Conversion tactics:q Email updatesq Blog post updatedq Facebook cover image updateq Facebook posts ➤ conversion focus - tag offersq Instagram images and videoq Facebook live – what’s happening now!q Instagram and Facebook storiesq School holiday and events | shoulder season offersq Campaigns focus for monthq Paid ads to support campaigns


Victoria March 2020


tourismtribe.com/planner


Victoria March 2020


5. Compelling Offer

Have something great to take to your marketØ Compelling value added offers

Ø Special offers for early bookings and prior guests

Ø Events

Ø Take pre-bookings for when you’re ready to open

again

Ø Packages with industry partners


Victoria March 2020


Opportunities to expand your services and marketsØ Review your guest feedback…what do they love?

Ø What could be improved?

Ø What new experiences could you offer?

Ø Can you diversify your markets…where is your ideal

guest?

Ø How will you reach that new market?

@TheSourceTraralgon


Victoria March 2020


6. Reach out to past guests

Your most valuable asset = past guestsØ This group has a history with you

Ø Reach out to past guests early

Ø Keep them informed

Ø Invite them back to visit you again when you can

Ø Send them your compelling offer

Ø Get your database and email marketing in good order@LardnerPark


Victoria March 2020


Moretourismtribe.com

[email protected]

Road to Recovery Marketing · Source: Walters, G. & Mair, J (2013) “Post disaster recovery...

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Transcript of Road to Recovery Marketing · Source: Walters, G. & Mair, J (2013) “Post disaster recovery...