making the most of your new media budget
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MAKING THE MOST OF YOUR NEW MEDIA BUDGETA Maxwell Webinar for Tourism Marketers
December 13, 2012
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Webinar Hosts
Vicky Hastings
MediaPost Marketing:Travel
@vickyhastings
Jess [email protected]
@jesscolumbo
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We Can Help
• Content strategy• Audience segmentation• New media plan• Blogger program• Social channel setup, e.g., Pinterest• Social media training• Social media advertising and promotion
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OBSERVATIONS AND INSIGHTS
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Media Is Converging
Source: Altimeter report, “The Converged Media Imperative: How brands must combine paid, owned and earned media”
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Paid, Earned and Owned Media
Content• Blogs• Social media• Website updates• Email marketing• Videos• Audiocasts• Online promotions
Attributes• Findable• Shareable• Actionable
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Branded Content Strategy Is A Must• How your content will
serve your audiences• What it will do for your
business• Who is producing it
• Created, commissioned or curated
• When and where will it appear
• How it will be measured Source: emarketer.com
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Mobile Strategy is Critical
http://www.travelport.com/Travel-Trends/~/media/Corporate/Whitepapers/ServicingtheDigitalLeisureTraveler.ashx
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Many Searches, Multiple Devices
Source: Google White Paper “Advertising Travel Products to Multi-Screen Consumers”
Behavior Opportunity
Travel research is multi-screen, majority going online via more than one device
Ensure full keyword coverage across alldevices
Similar searches across devices Invest in key word and pay-per-click advertising
Leisure destinations are top choice for tablets and smartphones
Test site mobile-friendliness
Business destinations researched on smartphones, especially during the trip
Make bookings easy
Tablets are our couch companions; used at home for exploration
Support tablet formats in videos and other branded content
Last-minute searches via mobile devices increasing
Create location-based deals and promotions
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Desktop PC Search Still Tops• 83% of travel search is still
done on desktop PCs• Forecast is for that to continue• So when developing mobile
strategies, don’t abandon SEM, SEO and traditional online marketing
Source: emarketer.com
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Consumer Travel TrendsTrend Insight
Adventure travel and eco-tourism on the rise
Good time to emphasize both the aspirational and the doable
Multi-generations booking trips around milestones
Packaging experiences could appeal to folks looking to make monumental memories
Majority of trip planning done online, mobile
Opportunity to marketing experiences in creative ways online to feed discovery
Food exploration is a social experience
Enable consumers to show and tell
Travelers use smart phones for research, post photos, like Facebook pages
The more creative your “social objects,” the more likely they are to be shared
Friends and family are top influencers
Create opportunities for travelers to share and recommend
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Leisure Planning Takes Place A Month Or So In Advance
Advance Booking Times Relative to Planned Departure Date
Source: PhocusWright Study “Destination Unknown: How U.S. and European Travelers Decide Where to Go 2012”
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Pinterest’s Influence Is Growing
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High Impact, Personal StoriesBloggers• Write first-person “wow”
narratives• Reach loyal, engaged
followers• Inspire reader comments• Feature what’s interesting to
them and what they are doingo Don’t require hard news
• Are active on social networks, amplifying reach
• Are creating photo, audio and video content to round out their blogs and increase exposure
Audiocasts• Podcasts are predicted to be
the next big thing in content marketing (Mike Seltzner of Social Media Examiner)
• Portability provides listeners with flexibilityo Not tetheredo Listeners can multi-task
• Ideally suited for personal, authentic stories that create a sense of place
• Highly searchable and shareable
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Keep Hitting Send
Source: emarketer.com
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Rising Influence Of Lifestyle Emails
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TARGET YOUR NEW MEDIA SPEND
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Step 1: Understand Your Audience• Who’s visiting
o Age group, gender, locationo Leisure or business travelo Empty nesters or traveling with kids
• What activities they participate in during their trip
• Who’s not visiting and why• What website content is most popular• What social media posts garner the
most engagement
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2. Target Niche Segments
Identify one new specific goal o Attracting a new audience
segmento Reclaiming your heritage in a
certain experience areao Deepening your relationship with
a specific visitor typeo Inspiring repeat visits from
people living in a nearby market or those interested in a specific type of vacation
Millenials Young Families
Foodies Mass
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3. Map Target Audience to MediumNiche Segment Example Media
Baby Boomers Traditional media and Jetsetter emails, Facebook promotions
Millennials Food blogs, Pinterest, reviews sites
Young families Parent blogs
Foodies Tasting Table, EaterOnline maps and guides
Gen X weekend warriors Urban Daddy, ThrillistOnline maps and guides
History buffs Smithsonian emailsOnline maps and guides
Cyclists Online maps and guides
Businesspeople Jetsetter, Kayak, Tablet
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Park City Mountain• Three unique audience
segments:o Powder Houndso Park Ratso Snow Moms
• Mix of editorial with promotional content targeted to each special interest group
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Narrowcasting to Millennials
Make it easy for West Coast Millennials, the next generation of wine tourists, to learn more about adventures in Oregon Wine Country
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Email Content and Advertising
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Oregon’s Tastiest Trails
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Argyle’s Restaurant Events
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Request For Proposal• Objectives• Target audience profile• When you want to boost business• Advertise a month or two prior to that time• Top priorities are digital, especially emails, web-based
destination guides and social media• Consumer engagement • Custom content• Want value-add opportunities
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MEASURE AND OPTIMIZE
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Get Started!• Establish objectives• Review insights and analytics data
monthly• Ask the key learning questions
o What did you set out to do?o What did you do?o What went well?o What could have been better?o What did you learn?
• Tailor and tweak• Optimize based on what you learn• Celebrate success
