marketing tourism in your community
TRANSCRIPT
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Marketing Tourism In Your Community
Community Development Institute
March 3, 2015
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Get these slides here::http://sarahtpage.com/CDITourism/
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Economic Development
Community Development•Physical Infrastructure•Social Infrastructure•Leadership Development•Workforce Development
Business Development•Business Attraction•Business Retention & Expansion•Entrepreneur Development•Tourism Development
Source: Opportunity Strategies
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Heads in Beds
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Types of Markets
• External (visitors)
• Internal (residents)
• Partners (local stakeholders)
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“The city has not raised tax rates since 1996 and has even lowered them at
times,” Grapevine Economic Development Manager Dan Truex said.
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“The fact that we’re building on hospitality, retail and entertainment,
where people come in and spend money here, that enables us to keep a
lower property tax rate for the residents,” Truex said. “The citizens can enjoy a high quality of services, and at
the same time have a low tax rate.”
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Tribes
1. What “tribes” do you belong to?
Source: Nicole Davis, Ph.D; SIU Carbondale
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Tribes
• Niche segments
– Heritage tourists
– Birders
– Culinary tourism
– Agritourism
– Nature tourists
– Motorcyclists
– What else?
Source: Nicole Davis, Ph.D; SIU Carbondale
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Tribes
2. Connect your tribe(s) to niche segments.
3. What products/services do you have within the niche segments?
Source: Nicole Davis, Ph.D; SIU Carbondale
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Tribes
3. Louisville, KY – “Foodie” tourism
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• What’s the tribe?
• What’s the niche segment at the destination?
• How do they connect the niche segment to the tribe?– Photos
– Pull quotes from “foodie” publications
– Foodie events
– Videos
– Recipes
– ???
• What products do they feature to support the niche segment?
Tribes
Source: Nicole Davis, Ph.D; SIU Carbondale
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Community Branding
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Brand = A name, term, sign, symbol or design (or combination of these elements) that identifies products or services and differentiates them from others.
Branding = The process of endowing products or services with the power of a brand.
Source: Marketing for Hospitality and Tourism
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Or …
A brand is what people say or think about you when you’re not around.
Source: Marketing for Hospitality and Tourism
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Branding
• Marketers should position brands clearly in target customers’ minds.
– Product attributes
– Desirable benefits
– Strong beliefs and values
Source: Marketing for Hospitality and Tourism
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Something for Everyone
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Be Unique. Be Yourself.
Be Weird.
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Community Buy In
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"The most important thing is to involve the community in tourism
planning. You can't have a successful tourism endeavor unless the
community is with you.“ – Ingrid Schneider, Tourism Center Director
Source: University of Minnesota Extension
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Building Community Buy In
• Local media
• Community forums
• Surveys
• Public speakers
• Social media
• Special programs
– Familiarization tours
– National Travel & Tourism Week
Source: University of Minnesota Extension
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Marketing Tools
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Marketing Tools
Advertising Sales
Public Relations
DirectMarketing
Promotions
Source: Marketing for Hospitality and Tourism
BrandMessages
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Advertising
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Sales
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Public Relations
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Direct Marketing
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Direct Marketing
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Promotions
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Content marketing is the creation and sharing of content for the purpose of promoting a
product or service.
Source: Marketo
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Content Marketing = STORYTELLING
Source: Local Studies NSW on Flickr
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Content Marketing
• Embodies an organization’s core brand elements
• Uses a variety of media formats to tell an organizations’ story (text, video, audio, photos, etc.)
• Can be read on a variety of devices including computers, tablets, smartphones, and others
• Is distributed via owned, third party, and social media platforms
• Provides measurable results through the use of appropriate calls-to-action and promotional codes
Source: Heidi Cohen, Riverside Marketing Strategies
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Content Marketing
• Includes
– Newsletters
– Blog posts
– Whitepapers
– Videos
– Podcasts
– Tweets
– Posts
– Webinars
– More!
Source: Jason Falls, Social Media Explorer
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Thank You!Questions?
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