kissimmee cvb partner marketing forum
DESCRIPTION
The Kissimmee Convention & Visitors Bureau presented their 2010-11 marketing plan on September 9, 2010. Here is that presentation.TRANSCRIPT
KISSIMMEE CONVENTION AND VISITORS BUREAU
Annual Marketing Plan2010/2011
Situation Analysis2
Economic Overview
Era of Consequence Increased savings rate Unwilling to take on debt
Economic indicators (leading indicators) Corporate profits increasing GDP increasing, but slowly
3
Consumer Indicators4
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Un
emp
loym
ent R
ate
Co
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mer
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nfi
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ce
Consumer Confidence Unemployment Rate
Lagging indicators…which are tourism’s leading indicators.
Industry Performance
Supply = 17.4 million room nights
Demand = 8.1 million room nights
Hotels/Motels131 Properties26,900 Units
47,600 Total Rental
Units
5
2006 2007 2008 2009 2010F6000000.0
6500000.0
7000000.0
7500000.0
8000000.0
8500000.0
9000000.0
9500000.0
10000000.0
10500000.0
Annual Room Nights Sold
CVB resources available
Role of the CVB with that market segment
Size of the market
Kissimmee’s potential for attracting that market segment
Competition
Barriers to Entry
Market Growth Rate
Target Market Analysis6
SWOT Analysis
Strengths• Location
• Proximity to Theme Parks
• Accessibility• Central
Location with the State
• Product• Vacation
Homes• Variety of
Price Points• Nature
Activities• Sports Fields
• Repeat Visitation
Weaknesses• Location• Proximity to
theme parks (Meetings)
• Product• Too few
flagged properties
• Distressed product
• Lack of shopping
• Lack of nightlife
• Few new projects in the pipeline
• Funding
Opportunities
• Economic• Brazilian
economy• Growth in
China• Strength of
Canadian dollar
• Florida residents staying in-state
• Product & Accessibility • Latin
American air service
• Harry Potter• Legoland
• Mobile phone adoption
Threats
• Economic • US and
European Economy
• Oil Perceptions
• Lingering AIG effect
• Product • New meeting
hotels in Orange County
• New family suites at Disney
• Maturing theme park product
• Polk and Lake County sports complexes
7
Product Life Cycle
Introduction Growth Maturity Decline
ChinaIndiaQuinceaneras
Youth SportsIn-market AudienceHispanic-AmericanNature ActivitiesBrazilFestivals & EventsMexicoColombiaFamily ReunionsArgentinaCentral AmericaVenezuela
Florida ResidentSpecialty MarketsAfrican-American Assoc. & GovernmentGolfWeddingsCollege Bowl GamesDomestic LeisureUK CanadaStudent & Youth GroupSpring TrainingBass FishingCorporate & IncentiveGermanyBusiness Travel
AffluentDomestic Tour OperatorsDomestic Retail Travel Agents
8
BCG Matrix
1
23
45
6
7
1
2
3
4
5
6
7
8
9
10
11
12
13
14
1
2
3
4 5
6
1 2
3
4
5
6
15
Question Marks
Low - Relative Market Share - High
Lo
w
-M
ark
et G
row
th R
ate
-
Hig
h
Stars
Cash CowsDogs
9
Stars10
•1 Florida Resident•2 Youth Sports•3 In-market Audience
•4 Specialty Markets
•5 Hispanic-American
•6 African-American
•7 Nature Activities
Strong market share High growth rate More aggressively
pursue to keep market share as the segment grows
Cash Cows11
•1 Domestic Leisure
•2 UK •3 Canada•4 Student and Youth Groups
•5 Spring Training•6 Bass Fishing
Usually former Stars Strong market share Mature markets Maintenance position
Can shift some dollars out to take advantage of other growth opportunities
Question Marks12
Strong growth markets Subpar market share Nurture some to develop
into Stars Watch others to look for
opportunities
•1 Association & Government
•2 Brazil•3 Festivals & Events•4 Mexico•5 China•6 Colombia•7 Family Reunions•8 Argentina•9 Central America•10 Golf•11 Weddings•12 India•13 College Bowl Games
•14 Quinceaneras•15 Venezuela
Dogs13
Low market share Declining or mature
markets Minimal effort is market
segment is large enough to justify
•1 Corporate & Incentive
•2 Affluent•3 Germany•4 Domestic Tour Operators
•5 Domestic Retail Travel Agents
•6 Business Travel
Long Term Trends and Research
14
Monitoring Long Term Trends
15
Mobile Technology Demographics
Aging Baby Boomers Changing Families
International Role of Travel Trade Emerging Markets
AboutYourStay.com16
Replaces intercept survey Data shared with CVB only in aggregate Partners will receive comparison to
aggregate
Survey Results17
Domestic Leisure18
Targeted Demographic19
Multi-cultural efforts:
Family Reunions
Florida Classic
Spanish Language
Geographic East of the Mississippi Suburban and Rural Areas Florida Residents
Median Income = $68,000 Decision Makers – Age Range
25-54 Multi-generational Only half with children under 18
Marketing Goals20
1st Level •Awareness and Image Building
2nd Level •Travel Planning Intervention
3rd Level •Visitor Engagement
4th Level •Repeat Visitation
5th Level •Advocacy
Awareness and Image Building Consumer
Advertising and Co-operative Marketing
Promotions and Sweepstakes
Video Programs Publicity
21
Kissimmee InSight22
Travel Planning Intervention
Consumer Advertising Travel Planning
Websites Search Engine
Marketing Search Engine
Optimization Paid Search Link Building
23
Visitor Engagement
eNewsletter MyKissimmeeStor
y i.SeeKissimmee
24
eNews Redesign
Emphasis on special events and social marketing content
New partner opportunities Featured space Double row of
formatted ads
25
Repeat Visitation26
Florida Residents Holiday Campaign
Festivals and Events Special Offers
Last Minute Travel Text messages Special offers for coming
weekend
Advocacy27
VisitKissimmee.com
Review Sites (Trip Advisor)
Location Based (FourSquare)
Facebook, Twitter, etc
My Kissimmee Storyi.seeKissimme
eKissimmee
InSight
VisitKissimmee.comMarketing
Activity
Visit to CVB
Website
View
Industr
y Partner Detail
Clickthrough to
Industry Partner Website
28
Redesign early 2011 Creative refresh Search optimized Improved navigation More social marketing
emphasis Advertising spaces
available
International29
Canada30
Most likely to travel January through April
Majority of visitors from Ontario
“Winter Break” consumer advertising campaign
Sales mission Media mission
Direct consumer advertising
Co-operative campaigns with tour operators
Sales mission PR outreach Social
marketing
United Kingdom31
Strong repeat visitation
Shifting to direct consumer bookings
Brazil32
Strong travel trade market
Quinceaneras travel represents a growth opportunity
Sales missions Social marketing Tour operator co-ops Portuguese website and
collateral
Spanish Speaking Latin America
33
Mexico
Costa Rica
Panama
Colombia
Argentina
Venezuela
Mexico sales mission
Central American sales mission -gateway markets
Spanish website and collateral
MeetingsTravel TradeSports
Group Markets34
Future of Meetings
MPI Future Watch Recovery
underway 21% more
meetings in 2010
Business Travel Forecasts Videoconferencing Travel policies
35
Business Recovery Fundamental ChangesVS.
More
Central
Florida
meetings inventor
y
Meetings hotels more aggressive in pursuit of
leisure visitor
Overall Meetings Strategy36
Limited advertising Sales activities
Trade shows Sales mission FAMs
Public relations Website – refresh
2nd quarter 2011 Collateral Destination
services
Meeting Segments37
Association and Government
Corporate and Incentive Specialty Markets
Weddings Family Reunions
Travel Trade and Youth Sports Sales activities
Sales calls Tradeshows
E-Communications Partnership marketing
AAU, CFSC, FHSAA, USSSA, YBOA KissimmeeTourism.com and
KissimmeeSports.com Sports site scheduled for redesign summer
2011
38
Bass Fishing Professional Angler
Golf Play Florida Golf Ultimate Guys Getaway Kissimmee Golf Getaway
Spring Training College Bowl Games
Florida Classic Champs Sports Bowl Capital One Bowl
Other Sports39
Festivals and EventsNature Activities
Submarkets40
Festivals and Events
Goals Enhance Visitor
Experience Extend Visitor Stays Attract Additional Visitors Fill-in shoulder and off
seasons Strategies
Promote existing events Advertising and website Public relations
Attract new events Sales
41
Nature Activities42
Shingle Creek Regional Park Nature Center Shingle Creek Adventure
Challenge Mobile Technology
Geocaching Scavenger Hunt Walking and Driving Tours
Nature Product Marketing Activity Book Website Adventure Zone Digital Storybooks
In-Market43
Mobile44
Mobile Marketing Relevance
Point of entry advertising Airports Welcome centers Seasonal
billboards Area guide In-market
publications
45
m.VisitKissimmee.com
Mobile
URLs
Embedded Snap Tags
SMS Messages
In-Market Goals46
Last Minute LodgingCatch the attention of the 16% of inbound
visitors who travel to the area without advanced lodging reservations.
Enhance Visit and Extend StayEducate visitors about Kissimmee attractions
and activities beyond the theme parks, to direct traffic to those industry partners and possibly extend visitors’ stays.
Build Future AwarenessBecause we know that most visitors to Central
Florida will ultimately visit again, in-market advertising builds positive awareness of Kissimmee as a destination for future visits.
Last Minute Lodging – Beta Version
Mobile website address
Snap tag Text message
47
Other Partner Opportunities48
Image Logo Website Snap Tag
Performance Measurement49
Acquisition Cost per Room Night
Total $9.18
Domestic Leisure $4.87
International $5.63
Meetings $5.60Groups and Sports $9.51
50
Metrics Tracked
Base Metrics Number of website visitors Number of visitors guides
ordered Number of eNewsletter
subscribers Number of sales leads
generated Lead Follow-Up Conversion Model
Awareness Tracking Awareness Favorable opinions Intent to Visit
Engagement Website Social Media
Leads to Industry Partners
51
Acquisition Cost per Room Night
Other Metrics