marketing & promotional strategies for rural tourism
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Marketing & Promotional Strategies for Rural Tourism
Partnering & Packaging
• Geotourism: The New Trend in TravelTourism that sustains & enhances a location’s geographic “sense of place”
• Geotourism encompasses numerous tourism niches: - Environmental Tourism/Outdoor Adventure Travel- Culinary/Agritourism
- Heritage/Cultural Tourism
• Partner to Create Authentic Experiences
• 3 - 3 - Sleep
Creating Authentic Experiences
Culinary/Agritourism (3-3-Sleep)
Breakfast at a local B&B or Inn featuring farm-fresh eggs, locally-grown produce and fruit, muffins fresh from a local bakery.
Farm Tour followed by a trip to Farmer’s Market led by a local chef; shop with chef for produce and herbs to be used in cooking demonstration/class at local restaurant.
Enjoy lunch paired with local wines.
Day hike or cycling followed by visit to a local winery or two .
Dinner at restaurant featuring a local specialty dish.
Return to B&B for coffee and conversation with hosts & other guests.
Think It Through
• Who Is Your Audience?
• Where Is Your Audience?
• How Does Your Audience Get Their Information?
• How Can You Reach Your Audience Most Cost-Effectively?
• Collaboration Stretches the Budget
State of the Media
A. Traditional MediaNewspapers
- Approximately 293 Newspapers across the country folded in 2009
- Fewer Dailies; More Weeklies featuring local news
- Physical dimensions reduced
- Some newspapers moving to online only format (i.e. Seattle PI)
- Some online publications instituting pay walls
Magazines - Approximately 1,126 consumer, business, scientific, trade & online magazines
folded in 2009 (Source: Vocus 2010 State of the Media Report)
- Growth in Niche: online trade & associate publications
- New online magazines expected to continue launching over next
3-5 years
State of the Media
Television- More than 100 stations across the country affected by bankruptcies in 2009
- Many staff cuts (reporters taking on more responsibility)
- Pooled resources and sharing of news footage grows
- Stations move to cover hard news (i.e. fires, crime); less room for soft stories or in-depth reporting
- Make reporter’s job as easy as possible
The Upside:
- TV Stations Have Websites
- More talk-shows popping up (i.e. Margaret Larson’s New Day Northwest)
Know what shows cover; pitch guests and story angles that are an appropriate fit for the viewing audience
State of the Media
Radio- Revenues dropped 15-20 percent in 2009
- Local stations running nationally syndicated programs (cheaper), but mitigates local feel that listeners like
- Increased competition from Satellite Radio; Streaming Media; iPods & MP3 Players
Upside:- Broadcast AM/FM radio still has larger share of listening audience (51%) than
CDs (16%); Satellite Radio (7%); Ipod/MP3 (5%); Streamed Audio on Computers (4%) Source: Vocus 2010 State of the Media Report
- Radio technology is best positioned to move into digital environment
- Increased interplay between broadcast radio and new applications
State of the Media
B. Social Media A group of Internet-based applications that allow the creation and exchange of
“User-Generated Content”
BlogsPersonal website used by author to communicate anything he chooses to writeabout to readers. Can include photos & links. Entries dated, time-stamped &archived. Public comment sections facilitate conversation. Syndicated tosubscribers via RSS Feed (distribution tool).
FacebookSocial networking website that can be used for business marketing and promotion.Public “fan pages,” are indexed by search engines. Can link to your website;newsletters; host a discussion; exchange video and photos; integrate blog feeds; Good for longterm relationship-building.
State of the Media
Twitter Free social networking/micro-blogging service that enables its users to send
and read each others' updates, known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the author's Twitter profile page and delivered to other users - known as followers - who have subscribed to them.
Users can send and receive tweets via the Twitter website or via Short Message Service, which allows texting from the web to a cell phone or from one cell phone to another.
State of the Media
YouTubeVideo-sharing website on which users can upload and share video
Arrange video content in a single location - your own YouTube Channel
Create a YouTube profile & Playlists from your own content
Tag your content with Key Words
Promote your content through YouTube Email, Bulletins & UserGroups
Embed video from your YouTube Channel on your website, Blog, Facebook page, etc.
Creating An Integrated Marketing Program
• Most effective marketing/promotion campaigns utilize a variety of tools & tactics
• Plan Ahead
• Identify your audience
• Select modes of communication that enable you to reach this audience in the most cost-effective manner
• Collaborate with partner organizations to help stretch the budget
Clallam/Jefferson Counties Joint Marketing Campaign
Target AudienceGeneral Public and People with interests in travel, outdoor and culinary
activities; 25 – 64 years old; residing in Snohomish, King, Pierce &
Thurston Counties
Budget: $35K
StrategyPosition the North Olympic Peninsula, through a targeted multimedia
advertising campaign, as a spring getaway destination that offers
something for everyone from outdoor enthusiasts to culinary tourists, with
special focus on scuba diving and cycling niche groups.
Campaign Website
Campaign Website
www.visitolympicpeninsula.com
All traffic driven to campaign
website
Lodging specials offered by
partner venues
Promotes drawing for weekend
getaway (donated by partner
businesses); takes user to enter to
win page; database collects data
for future marketing
KING generates report detailing
# of openings & click-thrus
Permission-Based Email
Radio
Paid Broadcast Schedule
Live Endorsements – “Fun Facts”
Giveaways
Streaming/V-Roll
Text Tuesday Campaign
Electronic Publications
www.seattledining.com
Print Ads
YouTubeNew Dive Web Page
Other Marketing Tactics
Email Marketing Letters to Niche Groups w/ Special Offers
www.constantcontact.com
Press Releases
Financing Your Marketing/PR Strategy
Joy & Joe BaischeWSU Extension/Brinnon
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