2. Introduction
• Travel Oregon Staff
• Regional & Local Organizations
• Presentation Team
• Workshop Participants
GDS
3. Introduction
• Community Tourism Planning Workshop
• Agritourism Development Workshop
• Cultural Heritage Tourism Development Workshop
• Nature-based Tourism Development Workshop
• Creating & Producing High Impact Events
• Rural Tourism Marketing on a Shoestring
• Fundraising for Tourism & Teaming for Success
GDS
4. Introduction
Cooperative Marketing Paths
Local Businesses, Services, Attractions
Local DMO
Regional DMO (Eastern Oregon Visitors Association)
Travel Oregon
GDS
5. Introduction
Overview of Today’s Topics
What is marketing?
Starting your marketing plan
What is the experience you are selling?
Cooperative marketing opportunities – Travel Oregon/RDMO
Product positioning and branding
Understanding your potential markets
Marketing communications strategies and action planning
Budgets, timelines, measurement
Discussion
Evaluations and wrap-up
Workbook
GDS
6. Introduction
Outcomes
How to communicate in a way that the visitor finds
compelling.
Familiarity with marketing terminology, strategies,
action planning.
How to extend and maximize financial resources
through partnerships.
Tools and resources from which to develop a tourism
marketing plan.
GDS
9. Marketing Plan
What do you want to work on?
• The local DMO
• Your business
• An event
• Other?
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10. Marketing Plan
WHAT IS MARKETING?
What do YOU think Marketing is?
Definition of Marketing – The process or technique
of promoting, selling and distributing a product or
service. To be most effective, marketing requires the
efforts of everyone in an organization and can be
made more or less effective by the actions of
complementary organizations.
Marketing includes everything from the initial
awareness of a product, service, or destination to the
marketing materials developed to the delivery of the
experience. GDS
11. Marketing Plan
MARKETING HAS CHANGED FUNDAMENTALLY . . . .
FOREVER.
Old thinking – a one-way conversation
New thinking – interactive
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12. Marketing Plan
Marketing Plan Background & Rationale
Create your organization or business mission
statement
Mission – A broad, general statement about an
organization’s business and scope, services or
products, markets served and overall philosophy.
What is your business?
What services or products do you provide?
Describe the markets that you serve.
What is your overall business philosophy?
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13. Marketing Plan
Marketing Plan Background & Rationale
What is happening in the world around you?
Economic Conditions?
Current travel trends?
Current social trends?
GDS
15. The Experience
What Are You?
The LURE: the experience that motivates the visitor to
actually come to your destination.
DIVERSIONS: things visitors can do closer to home but will
do in your destination because they are already there.
AMENITIES: Things that make the visit a comfortable one:
signs, restrooms, shade trees, parking, seating and gathering
areas wifi, etc.
AMBIENCE: historic buildings, public art, street entertainers,
etc.
GDS
16. The Experience
When selling:
• Who is your customer?
• Lead with the benefit to your customer.
• Name the company second.
• Are you part of a larger niche or destination
brand?
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18. Overview
• Media/Advertising
– 2 year/$4 million campaign
PDX
• Public Relations & Publications
– Media outreach and production of visitor guides
• Promotions, Broadcast & Sponsorships
– Oregon Bounty, The Oregon 150 Challenge, etc.
• Interactive
– Website, blog, e-newsletter
• Fulfillment
– Guide distribution (website & 800 # requests, and BRCs)
GDS
19. Timelines
Travel Oregon
• Planning & Budgeting Cycle/Timeline:
– TO strategic marketing plan: March (biannually)
– TO annual marketing plan: December (annually)
– TO Partnership Ops: Dec/Jan (annually)
– RDMO/RCMP plans presented: April (annually)
• Communication
– RDMO Program
– Travel Oregon list serve
– Involved with RDMO timeline
GDS
20. Travel Oregon’s Target Audience
Travel Oregon’s advertising campaigns primarily target’s the
following high-yield consumers:
Primary
• Adults 25-64
• who spend at least $1,000 per year on travel
• and live in Oregon, Washington, Northern California, and Idaho
Secondary
• Southern California and New York
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21. Background
Changing Consumer Trends: (Economy & Technology)
• Travelers taking vacations that are shorter and closer to home
• More trips being planned and purchased online
• Explosion of user generated tips – Desire to discover local gems
• Being specific will have positive impact on image & trip generation:
– Surprise and inspire travelers with actual things they can see and do in a place
they think they may already know
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22. Advertising/Media Strategy
We focus on 2 key pillars/seasons
Fall ‘10 Spring ‘11
Culinary Outdoor Recreation
Advertising Position Oregon as a premiere Position Oregon as the travel
Message: foodie destination. Featured stories destination for outdoor recreation.
about Oregon chefs, vintners, Categories covered include: golf,
brewers, chocolate/cheesemakers, cycling, outdoor adventurers, and
fishermen, distillers, and ranchers hiking
Media Ads placed in environments that Ads placed in environments that
Strategy: appealed to culinary tourists reach outdoor enthusiasts who
travel
Promotion: Oregon Bounty Wanderfeast Not yet determined
contest
24. Wanderfeast Overview
What do Oregon chefs do when they have a day off ? It’s very likely
epicurean, like making wine, foraging the forests for edibles,
brewing beer, or fishing our wild and scenic rivers.
Spend ten weeks on a virtual culinary trek across Oregon as ten of the
state’s top chefs show what they do when they’re not cooking.
They’ll take you to their secret spots, show how-to tips, share their
favorite recipes, and clue you in to how you can enjoy Oregon’s
bounty through festivals, events, and itineraries. It’s a ten-week
culinary adventure, all culminating in the perfect Oregon Bounty
feast.
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25. Wanderfeast Overview
Beginning the week of September 13, the promotion featured a different product at
its peak in the fall. With chefs as guides, consumers discovered:
• Mushrooms: Travel to the forests in search of fall Chanterelles
• Wine: Experience crush of the 2010 vintage
• Beer: Pick hops and make fresh hop beer
• Spirits: Create cocktail concoctions with artisan spirits and fall botanicals
• Nuts: Gather hazelnuts and make holiday pastries
• Tree Fruits: Spend a day in the orchard picking heirloom fruit and baking the
perfect pie
• Shellfish: Go out on the docks and pull up Dungeness crab
• Fish: Hook a fall Chinook on one of Oregon’s wild and scenic rivers
• Cheese: Visit a goat dairy and make homemade artisan cheese
• Meat: Drop by a heritage pork ranch and learn the craft of salumi
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35. Advertising Overview
We’ve evolved direction of advertising to include TV. Previously, TV
production & media was too expensive -- we had gotten more mileage
from our budget in print & digital
• An increase in video production value/# of asset now makes TV
spots more cost effective
• The buying power of Google TV makes TV media more affordable
• This strategy gets our Oregon video footage in front of a much larger
audience
• To afford this direction, our best option is to redirect our print spend
and focus our effort on one high-impact medium (TV)
Wieden+Kennedy to produce 4-to-5 :15 TV spots with a range of
outdoor recreation messages covering hiking, cycling, golf, adventure
36. Media
The Spring media mix will be a 50/50 combination of TV and online
media for a total of 90.4 million impressions.
TV overview:
• Combination of local market broadcast (Spokane, SF, Seattle, and
Portland) plus a limited national buy through Dish Network’s
partnership with Google TV
• Google TV will run on targeted enthusiast channels like Golf
Channel, Discovery Channel, Travel Channel, CNN, & HGTV
• TV will provide over 48 million impressions (10 weeks)
Online advertising:
• Banner ads, email, Google and YouTube keyword search, and
Facebook ads
38. Partner Opportunity – Madden Insert
• Description: lead-generating high impact
newspaper insert and presence on
Vacationfun.com
• Newspaper circ: 670,000
• LA, Sac, SF, Eugene, Medford, Portland,
Salem, Seattle
• Leads (based on 2010): 6,000
• Timing: May 1, 2011
• Rates
• ½ Page: $12,700
• ¼ Page: $7,700
• 1/8 Page: $5,000
Note: circ, markets, leads, rates are estimated & subject to change
39. Partner Opportunity – Golf Digest
(Oregon Section)
• Description: Advertorial copy and photo
showcasing your property/destination in golf ’s
top publication reaching an affluent audience.
Includes added value listings
• Circulation: 217,699
• CA, ID, OR, WA
• Issue: May 2011
• Rates
• Full page: $16,748
• ½ page: $9,634
• 1/3 page: $6,414
• 1/6 page: $2,967
Note: circ, markets, rates are subject to change
40. Spring 2011 Online Co-ops
Estimated Pricing
Limited number of online co-ops available to industry partners
• Ad space based on the Spring 2011 online media buy (tbd)
• Partner creative to be rotated along with Travel Oregon’s
43. Travel Oregon Content
and Marketing Channels
Official Travel Oregon Visitor Guide
• The only official state print fulfillment piece
• Distribution of 300,000
TravelOregon.com
• The key portal for travel information promoted
by Travel Oregon’s 4.8 million dollar marketing
campaign
E-newsletters
• Reach subscribers looking for Oregon travel ideas
• 140,000 subscribers opt-in to receive information every month
• New! Niche newsletters – geared to the outdoor recreation and
culinary frequent traveler
Interactive magazine
• A unique and innovative online format creating a
dialogue with consumers
Page 47
44. T.O. Ad Network – Visitor Guide
• One-third of the readers are
coming within 3 months of
receiving the guide
• 40% are staying between 7-10 days
– 30% are staying even longer
• Nearly 80% are coming on
vacation – 13% visiting family and
friends
• 45% ordered a guide to a specific
region
Available Ad Units
• Display Ads
• Added Value leads (free) through
TOOL system
• Expanded Lodging Listings
45. T.O. Ad Network - Website
• Ad impressions delivered
YTD: 6.6 Million
• Average ad CTR: .83%
(Industry avg .09%)
Available Ad Units
• Banner Ads
• Closer Look Attractions
• Customized Trips We Love
• Formatted Text Ads
• Niche Sites – Kids, Food &
Drink, RideOregonRide
46. T.O. Ad Network –Digital Magazine
• High engagement with
consumers.
• Average time spent on the
site: 11 minutes
• Ad impressions delivered YTD:
180,000
• Average ad CTR: 1.3%
Available Ad Units
• Banner Ads
• Sponsored Feature
• Map Sponsored Ads
• Formatted Text Ads
“I live in Oregon but find your magazine full of new ideas of place to go and see”
“Well done. Really makes you want to visit the state!”
“I am really enjoying the magazine! Nice layout, good mix of stories, and it inspires me to see more
and more of Oregon.”
47. T.O. Ad Network - Enewsletters
General e-newsletter
• 140,000 subscribers
• Average click rates 4.21%
• Average read rates 16.75%
Niche e-newsletters
• Average click rates are 15%
Culinary
– 11,000 subscribers
– 44% average read rate
Outdoor
– 8,000 subscribers
– 46% average read rate
Available Ad Units
• Banner Ads
• Sponsored Links
• Formatted Text Ads
49. Interactive
Travel Oregon Interactive Marketing Program
Goal: ENGAGE in a conversation with consumers
and provide them INSPIRATION,
INFORMATION and TOOLS for their
OREGON vacation experience.
1. Showcase the Oregon experience
2. Engage at every stage of the trip
3. Improve connectivity & partnerships
GDS
51. Interactive
We Inform
We tell, curate &
facilitate stories—
feature stories, blog
posts, photos, videos,
trip experiences—that
evokes an emotional
response and ignites
the desire to travel.
GDS
52. Interactive
We Inform
We facilitate the gathering of personal and relevant
Oregon experiences to help create successful trips
that are highly anticipated and fondly remembered.
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53.
54. Interactive
We Connect
We provide our Oregon tourism industry partners (hotels,
travel bureaus, etc.) myriad opportunities to build a
relationship with travelers to Oregon and translate their
interest into a sale across our ecosystem
GDS
56. Interactive
Travel Oregon E-newsletters
• Keep Oregon top-of-
mind through feature
stories and editorials,
unique escape ideas,
suggested itineraries and
special promotions.
• 130,000/month
• “outdoors” and “cuisine”
e-newsletters
GDS
57. Interactive
Travel Oregon Blog
• To engage consumers
through “interactive
storytelling.”
• To convey Oregon
experiences through
personal stories and
narrative
• Blogs are enhanced by the
use of photos and video
clips
• 10,000/month – feels TO
58. Interactive
Grant’s Getaways
Outdoor adventure videos with Grant McOmie
• 48 episodes thru
July 30
• Airing: TO.com;
KGW.COM &
KGW & NWCN
TV
59. Interactive
• Monitor perceptions/buzz
Listen/Talk
• Who’re the “influential”
to
the
community
• Interact with fans
• Provide platforms for fans to
share their stories
Boost
• Interact with fans in other
communities
Community
of
Fans.
• Amplify advocates
Share
• Spread out content across
web (communities,
Our
stories,
resources,
advice.
applications, etc.)
• Social media as customer
service**
60. ASK OREGON
Zach Collier – rafting guide &
passionate water recreation
advocate
Call center staff
Visitor center
staff
61. Key Partnership Opportunities
1. Tourism assets in the region
– Key attractions (museums, shopping, breweries etc.)
– Events (rodeos, arts events etc.)
– Trip ideas (itineraries)
– Lodging listings
– Outdoor recreation (trails!)
– Dining listings (unique and memorable restaurant)
– Guides & Packers (guided outdoor trips)
GDS
62. Key Partnership Opportunities
2. Stories/Editorial Pitches
– Unique and interesting stories
– Unique and interesting peoplr
– Press releases
– Special deals
GDS
63. Interactive
Don’t Forget to Connect With Us . . .
• twitter.com/traveloregon
• youtube.com/traveloregon
• Facebook.com/pages/Travel-Oregon/
• Flickr.com/traveloregon
• Tripadvisor.com/members/Oregon_traveler
• http://goseeoregon.com
GDS
65. Collateral
Collateral Co-op Opportunities
• Travel Oregon grants to DMOs and RDMOs for brochure
production
• Oregon Travel Information Council
• Welcome Center Brochure Program
GDS
67. Collateral
Travel Oregon Online Leads Program
Leads for your Collateral Distribution
• Targets Oregon “hand raisers”
• Query our leads to meet your needs
– Interested in Willamette Valley
– Interested in Biking, Scenic Byways, Rafting, etc.
– Consumers from Portland, Seattle, Washington, etc.
– Publications Ordered
• $.075/lead
GDS
68. Key Partnership Opportunity
Travel Oregon “Q Care Customer Service Training Program.”
Phone and Front Line Etiquette
Use Travel Oregon’s “Q Care Customer Service Training Program”.
• Customer Service Training Certification
• Available free of charge 24/7 on the internet
• Standards and training for behavior-based visitor contact skills.
GDS
70. Travel Oregon’s P.R. Program
Gives You National Exposure
Oregon’s 2010 Audience: 925 million
6 times the exposure of 2 years ago
Online media = new opportunity
to share Oregon messages
2007-08 2008-09 2009-10
Circulation – Print 140.20 million 241.65 million 287.14 million
Circulation – Online not tracked not tracked 638.04 million
# Articles – Print 193 179 178
# Articles – Online not tracked not tracked 170
71. How the P.R. Program Works
You RDMO Travel National
Oregon Audience
“Summer travel doesn’t have to break the bank. Here are five
smart ways to have a great experience your kids will never
forget — without leaving you with credit-card bills that made
you wish you’d never gone in the first place.”
72. Maximize YOUR Message
What the Travel Oregon P.R. Team is Doing in 2011
• Leveraging Oregon experiences and interesting people
• Packaging products to “create” news
• Delivering customized story pitches to editors
• Speaking to lifestyle interests
• Using Oregon dreamers as storytellers – focusing on people
• Communicating Oregon’s authenticity and individuality
Got Ideas? Get the Word Out!
• Send press releases to PR@TravelOregon.com
• Tell us & RDMO when you’ve got something new in your area
• Suggest undiscovered story ideas, personalities, experiences
• Share your images, b-roll and other content for our news room
74. International & Domestic Travel
Trade Strategy Overview
• In-country representatives in major markets, Germany, UK,
France, Netherlands and Japan
• Host Media& Tour Operator Research trips
• Travel agent education
• Trade shows
• Cooperation with air carriers, focus on international non-stop
service to Europe and Asia from Portland
• Canada is number one inbound International market, focus
on Western BC and Alberta, Chinese Canadian and Motor
coach markets
• Domestic Motor coach Market: Oregon Tour Operator
Product has increased, looking for “authentic” experiences
GDS
.
75. Opportunities
• Use the international travel symbol where you can
• Host research trips for media and Tour Operators
• Attend Trade shows (request leads through partners)
• Attend seminars at Governor’s Conference and Regional Seminars
• Get to know the Travel Oregon International and Domestic Travel
Trade Team – attend a Travel Oregon 101 session!
• Work with Tour Operators by responding to leads forwarded by
your RDMO (EOVA)
• Domestic tour operators: become a member of Oregon Tour and
Travel Alliance for leads and trade show opportunities
• Contact: chris@traveloregon.com for more information
86. Moving Forward…
• What is essence of what we want to tell
people about Eastern Oregon ~ the
platform from which we build every
message?
• How do we capture their attention?
• What is the perfect tagline that we can
utilize for the region and then trickle down
to use by the sub-regions, local DMOs,
and individual suppliers?
87. The EO Brand – Choosing a Tagline
Messages
that
relay
the
diversity
of
eastern
Oregon.
The
vast
stretches
of
land
where
in
one
day
you
can
be
riding
world-‐
class
rapids
and
by
the
evening
be
sipping
a
local
micro-‐
brew
in
an
historic
hotel
or
quaint
B&B.
Think
of
a
vacaCon
as
an
exploraCon.
88. Messages
that
touch
on
our
living
culture,
of
working
cowboys
and
people
who
care
about
the
land.
Also
our
slow
and
steady
pace
of
life.
Eastern
Oregon
is
about
as
close
as
you
will
get
to
the
way
the
west
was
once,
but
it
will
also
change
the
west
is
today.
89. The Brand Platform
We,
the
Eastern
Oregon
Visitors
AssociaCon,
find
ourselves
in
a
strange
predicament.
We
want
people
to
come
experience
the
rich
physical
beauty,
warm
hospitality
and
living
history
of
our
vast,
beauCful
region.
Just
not
too
many
people.
You
see,
we
like
secret
fishing
spots
and
roads
less
traveled.
We
like
hiking
mountains
without
seeing
another
soul
and
going
to
world-‐class
restaurants
that
don’t
require
a
reservaCon
a
year
out,
if
they
require
one
at
all.
We
like
being
that
hidden
gem
of
a
place
that
you
only
hear
about
through
word
of
mouth
from
like-‐minded
people.
90.
91. Sharing the Message ~ Brand
• The Audience Eastern Oregon
The
best
audience
for
Eastern
Oregon
comprises
people
who
want
Cme
to
relax
and
who
choose
their
travel
desCnaCons
based
on
values.
They
want
a
change
from
their
fast-‐paced
lifestyles—they
want
to
turn
off
the
cell
phone
and
Internet.
They
’re
people
who
want
to
see
the
beauCful
expanses
without
a
Cmeline.
They
want
to
experience
the
land
by
raRing,
riding
or
climbing
it.
They
want
to
get
out
and
touch
and
feel
and
reflect.
People
yearning
for
this
kind
of
experience
spend
plenty
of
Cme
researching
the
perfect
vacaCon
locale,
using
all
kinds
of
informaCon:
magazines,
books,
online
resources,
word
of
mouth.
They
trust
their
friends
and
social
groups
who
share
the
same
values.
Specifically,
they
are
soR
adventurers,
cultural
travelers
and
empty
nesters.
We
also
believe
motorcyclist
and
internaConal
travelers
are
a
strong
area
of
opportunity
for
Eastern
Oregon.
102. Positioning & Branding
A Brand is a promise of the experience
you are going to deliver.
Positioning is how you describe what you
are selling. (marketing)
(A good reference book is “Destination Branding for Small Cities”
by Bill Baker.) GDS
103. Positioning & Branding
What branding IS NOT:
• A logo
• A slogan
• A marketing campaign
• Geography
• History
GDS
104. Positioning & Branding
Product and Services Branding
• Follow the branding rules
• Tie in with a destination brand when possible
• Become known for something special
• If the product is not unique, make the service special
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105. Positioning & Branding
Rules for Successful Branding:
1. Brands are perceptions – what people thing of you
– NOT what you think of yourself or what you say
in the market place.
Brands are determined by your customers, so deliver
what you promised, or more.
GDS
106. Positioning & Branding
2. Branding is the art of differentiation. Setting
yourself apart from everyone else.
Be unique, or be the best.
This matters only within your intended market area.
GDS
107. Positioning & Branding
3. Brands are specific.
The narrower the niche the better.
Stay focused.
Offering everything or many things, dilutes your brand.
Become known for ONE THING. Then add to it.
GDS
108. Positioning & Branding
4. Brands are built on products or services, not
marketing. Marketing is use for positioning.
Many businesses and destinations fashion a new
marketing campaign, logo or slogan and wonder why it
did not work. Because brands are a promise, they only
become valuable if the product or service delivers.
Focus on a superior product and your marketing
becomes easier.
GDS
109. Positioning & Branding
5. Brands are earned through performance. You
don’t roll out a brand like it’s a campaign.
Creating a successful brand takes a long time. The
value of the brand grows with positive experiences of
the visitors.
GDS
110. Positioning & Branding
6. Tourism brands must be experiential. That means
activities, not things to look at.
Location-based branding is dead, unless you are Mt.
Rushmore or the Grand Canyon. Visitors choose what
they want to do, THEN where to do it.
History is not a good basis for a brand because it is
difficult to make experiential.
GDS
113. Positioning & Branding
7. Position your brand through public relations. Word of
mouth and third party testimony is essential. Use
advertising to maintain your position.
Remember, your brand is not what you say it is, so
advertising does not build brands.
More than ever, because of the Internet, travelers can get
third party opinions about your product or destination.
GDS
114. Positioning & Branding
8. Build your destination brand on feasibility, not
sentiment or public consensus.
Successful destination brands must lure visitors and
investors. Publicly developed brands usually fail when
they focus on things that are not important to the
visitor, but rather to the resident. They often are not
specific enough, different from other towns, or
experiential.
GDS
115. Positioning & Branding
9. Build your destination brand from the grassroots.
Destination branding efforts that are forced from the
top down by municipal governments or DMO’s don’t
succeed as often as those developed by a handful of
local “champions” and “doers” who work tirelessly to
engage all the many participants necessary to make a
brand pervasive throughout a community.
GDS
116. Positioning & Branding
Even if you do nothing, you still have a
brand. It just may not be the one you want.
Because consumers decide what your brand is, your product,
service or destination has a brand.
Do you really know what your brand is?
Are you managing your brand?
GDS
117. Positioning & Branding
The brand feasibility test
1. Are you specific enough to be noticed?
2. Is it something your market will not find closer to
home?
3. Will you have wide enough appeal to attract the
number of customers you need to be successful?
4. Do you offer an experience (even if you are selling a
product)?
5. Can you afford it?
GDS
118. Positioning & Branding
The brand feasibility test - continued
6. Will it work year round?
7. Does it have legs? (is it possible to extend the core
brand once it is developed?
8. Will the community buy into it? (for destinations)
9. Can it be shown through the whole community? (for
destinations)
GDS
119. Positioning & Branding
A word about Logos & slogans
1. Logos & slogans are not brands
2. Logos & slogans have value when they:
- reinforce what someone already knows about your
brand.
- communicate what your product or service is.
GDS
124. Understanding Your Market
Geographic markets
Local
Instate
Region of the U.S.
Entire U.S.
International – specific countries
Demographic, Psychographic Research
Demographics (age and income, education)
Psychographics (lifestyles, behaviors, interests)
GDS
125. Understanding Your Market
Sources of Travel Research
Travel Oregon Visitor Profiles
Travel Oregon Economic Impacts
Smith Travel Research
State Welcome Center data
Page 35 GDS
126. Understanding Your Market
Oregon Overnight Travel Study
• Where visitors come from and how many
• What visitors look like – age, sex, party size, education,
employed, income, etc.
• How they plan their trips to Oregon – timing, info
sources, web use, etc.
• What they do on their trips
• How they rate their experiences
• Trends over time
• Sometimes called the Longwoods Study
GDS
128. Overnight Visitor Profile
Highlights (EOVA)
Key Sources of Business to the region
Source: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
129. Overnight Visitor Profile
Highlights (EOVA)
Visitor household income level
Source: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
130. Overnight Visitor Profile
Highlights (EOVA)
Main Purpose of Marketable Trip
Source: 2008/2009 Longwoods Overnight Visitor Study (Eastern Oregon)
131. Understanding Your Market
Oregon Travel Impacts Report
• Measures travel spending in Oregon, by County
• Measures employment earnings related to travel
spending in Oregon by County
• Explains where visitor dollars get spent
• Estimates secondary impacts of direct spending on
additional support jobs and activities
• Shows trends in spending over time
• Shows Room Taxes by City and County
• County specific reports are available
GDS
132. Understanding Your Market
Other Reports from Travel Oregon
• Oregon Tourism & Hospitality Indicators Report
– Occupancy rates, Airport Statistics, Consumer
Price Index, Consumer Confidence Index, Website
visits, Specific topic research
• Smith Travel Research
– Trend Reports on destination hotel occupancy, average daily
room rate, etc.
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133. Travel Oregon’s Target Audience
Travel Oregon’s advertising campaigns primarily target’s the
following high-yield consumers:
Primary
• Adults 25-64
• who spend at least $1,000 per year on travel
• and live in Oregon, Washington, Northern California, and Idaho
Secondary
• Southern California and New York
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134. Understanding Your Market
Eastern Oregon Target Markets
• Empty Nesters
• Soft Adventurers
• Motorcyclists
• Cultural Travelers
• International Visitors
• Regional Vacationers
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136. Marketing Strategies & Action
Marketing Terms
• Marketing Objective
– what you want to achieve - measurable
• Marketing Strategy
– how you get there
• Marketing Mix
– activities used to communicate
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137. Marketing Strategies & Action
Marketing Objective – A goal that your
organization or business attempts to achieve,
usually focused on a target market.
Marketing objectives should be:
– Results oriented
– Target market specific
– Quantitative/measurable
– Time specific
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138. Marketing Strategies & Action
Examples of Marketing Objectives:
For an attraction: “To increase the number of visits
(result) from RV visitors to the region (target market
specific) by 250 (quantified) during the summer season
2011 (time specific).”
For a small lodging establishment: “To increase the
number of room nights (result) generated from the
motorcycle touring market (target market specific) by 150
(quantified) during the spring and summer of 2011 (time
specific).
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139. Marketing Strategies & Action
Marketing Strategy - A course of action selected from the
marketing mix to communicate to various target markets.
Marketing Mix – Activities to communicate your brand, market
position, product/service features and benefits to the
customer. For example:
• Website
• Social networks
• Brochures
• Press releases
• FAM trips
• Other
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140. Marketing Strategies & Action
Example of a marketing strategy and action plan:
Strategy for an attraction or tour: “Use printed
brochures (collateral material) to communicate our
brand, market position, product/service features,
benefits to customer and pricing.”
Action plan for collateral attraction or tour: “Create
4” X 9” rack brochures to be distributed to visitor
information centers throughout the county.”
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141. Marketing Strategies & Action
Key Shoestring Strategies
• Interactive
• Collateral
• Public Relations
• Advertising
• Travel Trade
• International
• Special Opportunities
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143. Interactive
Travel Oregon’s Interactive Strategy:
Goal: ENGAGE in a conversation with consumers and
provide them INSPIRATION, INFORMATION and
TOOLS for their OREGON vacation experience.
1. Showcase the Oregon experience
2. Engage at every stage of the trip
3. Improve connectivity & partnerships
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144. Interactive
How do you do create an Interactive Strategy?
• Creating a website
• Using social media like Facebook, Twitter, Foursquare, etc.
• Developing e-marketing newsletters and e-blasts
• Creating a blog
• Developing YouTube videos
• Using co-op opportunities with DMO, RDMO, TO
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145. Interactive
Your Website – 8 Rules:
• Hire someone to help build the website structure.
• Content is more important than design.
• Design for easy navigation, not for art.
• Home page is critical – leads to other pages.
• Understand the importance of key words.
• Use a title tag on each page that is different. This is what
shows up in searches.
• Links and images need descriptive tags too!
• Make a site map of your website and give it to Google.
146. Interactive
How Does Your Website Get Noticed?
• Search Engine Optimization
• Search Engine Marketing – Keyword Ads
• Banner Ads
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149. Interactive
Advertising on Google, Yahoo, Bing
1. Banner ads and SEM keyword ads.
2. Budgets are flexible by day.
3. Experiment with key words.
4. Pay only for visits to your site.
5. Try different ad copy.
6. Ask how visitors found you.
7. Use ANALYTICS.
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152. Interactive
First of all – Why?
• Because marketing has changed
from a one-way message to a two-way
conversation.
• And there is no going back!!
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153. Interactive
You need to think about a full social
media strategy. Start Here:
1. Observe how it works
2. Look at competition
3. Become active
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158. Interactive
A word about BLOGGING:
• Opportunity to TELL YOUR STORY
• Readers can comment, creates conversation
• Builds additional web traffic
BUT:
• Can be time-consuming (but it’s free!)
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162. Collateral
What is Collateral? – A collateral marketing strategy involves the
use of various printed and online materials that communicate
your brand, market position, product/service features, benefits
to the customer and pricing if you are a business.
Collateral marketing strategies can include the following activities:
• Creating attractive brochures and rack cards
• Creating posters, bookmarks and other printed materials
• Utilizing cooperative opportunities – local DMOs, RDMO, and
Travel Oregon
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163. Collateral
Collateral Content
• Lead with the best, leave the rest
• Tell the story, don’t just provide lists
• Give the details
• Photos should be large and compelling, not amateur hour
• Always have people in the photos, your target audience
• State the benefit to the visitor – it is not about you.
• Use good maps and detailed instructions on how to find
you.
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164. Collateral
Collateral Usability
• Collateral – make it easy to carry
• For planning at home use 8 ½” x 11”.
• At the site use a smaller size that fits in pockets and
bags.
• Use quality paper especially if you use a lot of photos
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165. Collateral
Ways to Distribute Collateral
• Visitor information centers
• Kiosks
• Online
• Direct mailing
• Trade shows
• Fulfillment of requests from interactive, PR, advertising
• Other
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167. Public Relations
Public Relations – Activities designed to generate
and maintain awareness of your product, service or
destination among your target markets and other
organizations through nonpaid communication and
information about what you have to offer.
Why Public Relations?
• Important because it is “third party” coverage but
more controlled than social media.
• More credible than paid advertising.
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168. Public Relations
Public Relations Activities
• Develop a website media or press area
• Develop a hard copy press kit, press information,
photo library
• Create and distribute press releases
• Provide media assistance for story writers and editors
• Utilize cooperative opportunities – Local DMO,
RDMO and Travel Oregon
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170. Advertising
Advertising – Any paid form of promotion of your
product, service or destination.
Types of Media
• Newspapers
• Magazines
• Broadcast
• Direct mail
• Outdoor
• Internet
• Coop opportunities
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171. Advertising
Media Type Strengths Weaknesses
Newspapers • Geographic concentration • Short life span
• Short lead times • Shrinking market
• Specialized sections • Ad clutter
Magazines • Targeted to audience • Clutter
• Long life span • Expensive/long lead time
• Communicate detail • Low reach/frequency
Broadcast • Good reach • High cost (television)
• Geographic/demographic • No visuals (radio)
• Low cost (radio) • Short life span/high waste
Direct Mail • Audience selectivity • Junk mail syndrome
• Highly flexible/measurable • Potential high discard rate
• Short lead times • Can be high cost
Outdoor • High reach/frequency • No detailed information
• Large/long life span • Not highly targeted
• Geographic targeting • Long lead time
Cooperative • Highly targeted • Clutter
• Leverage dollars effectively • May be limited to specific
• Broader reach/frequency markets (not yours)
175. International
International Opportunities – The key
international markets for Oregon:
– United Kingdom
– Germany
– Netherlands
– France
– Italy
– Japan
– Korea
– Canada
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176. International
International Marketing Activities:
• Public relations with media and travel trade
• FAM trips
• Working with receptive tour operators
• Travel agent education
• Trade shows
• Cooperative opportunities
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178. Establishing Budgets & Timelines
Budgeting Methods
1. Historical – spending is same as previous years.
2. Percentage of sales – industry average % of total
revenues.
3. Competitive – match spending of your competitors.
4. Task-oriented – consider each activity and what needs
to be spent to meet marketing objectives.
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179. Establishing Budgets & Timelines
The Reality of Budgeting
1. Allocate a tentative, overall budget for marketing.
2. Determine your marketing objectives and strategies.
3. Tentatively split the budget between strategies.
4. Then split the budget between actions within the
strategies.
5. Develop and refine the activities.
6. Reallocate budget to determine final budget
allocations.
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180. Establishing Budgets & Timelines
Establishing Realistic Timelines
1. Establish a full-year marketing calendar cycle.
2. Understand steps and time involved in producing
collateral and advertising material.
3. Research key deadlines for advertising insertion dates.
4. Work closely with partners and service providers.
5. Stay connected to your local DMO, RDMO, and
Travel Oregon.
6. Create and overall TO DO list that covers the
marketing cycle and includes details of who needs to
do what and when.
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182. Measuring Your Success
How to you measure your success?
• Establish your measurement criteria.
• Establish marketing controls – monitoring and adjust
activities.
• Analyze the results of efforts – both at the activity
level and the overall objective level.
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183. Measuring Your Success
Overall Evaluation
• Ask visitors how they heard about you.
• Total number of room nights for the year/season
• Total income for the year/season
• Total visitors and/or visitors by target market
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184. Measuring Your Success
Examples of Specific Measures
• Website – unique visitors, page views, origin of traffic, time
spent on site, engagement
• Collateral – number of brochures distributed, bookings
generated from brochures
• Public relations – number of stories generated through press
releases, FAM trips
• Advertising – number of impressions, responses, bookings from
specific ads or ad campaigns
• Travel trade and International – number of leads/bookings
generated though various activities
• Special promotions – number of inquiries/bookings generated
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185. Wrap-Up
What are the top three things you
are going to do in the next week?
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