bancroft conference

Outsmarting the CompetitionNot Outspending Them

Presented byBill Allen

President, TIAOOctober 21, 2010

Agenda

1. Commercial

2. Who is your competition?

3. Your target market?

4. Defining the experience

5. Expanding your season

6. New products, expanding existing product

7. Stretching your promotion dollar

8. What about new media?

9. Another Commercial

Our Mandate

To be a strong voice for the tourism industry in Ontario. TIAO advocates and educates on behalf of the tourism industry – to government, the business community, the media, the public, and the tourism industry itself. TIAO will work proactively with stakeholders to resolve tourism’s diverse challenges and issues.

Long Term Objective

To ensure a strong, financially sustainable tourism and hospitality industry that contributes to the provincial economy through jobs, investment, taxes and foreign exchange earnings.

Who is your competition?

Hal

ibur

ton?

Toronto?

Busin

ess

next

doo

r?

Algonquin Park?

Who is your competition?

Not your neighbouring businessNot your RTO partner DMO’sNot urban areasNot sun destinationsOther rural, outdoor destinations

Your Target Market?

Psychographic?

Demographic?

Geographic?

What Influences a Traveler when choosing a Destination?

A CompellingReason to Visit

Awareness of Destination

Ease of Getting Here

The Product

Marketing

Infrastructure

9

TouristTourist

Experience

Region Experience

Region

Lead ResponsibilitySector Associations

Regional Tourism Orgs

Seamless Trip Planning

Integration through the WebClosing the Sale

Knowing the Marketplace

Avoid the Shotgun approachFocus your marketing dollarsYou can’t be “all things to all people”Take advantage of the OTMP

demographic analysisCost of making an impression:

The Cost of Making an Impression

Media Threshold Costs*:

– Ottawa $ 258,000– London $ 246,000– Windsor $ 165,000– Buffalo $ 1,050,000– Rochester $ 825,000– Detroit $ 1,500,000– TOTAL $ 4,044,000

* Based on 12 weeks of Print/Radio

Defining a Memorable Experience

Put yourself in the visitor’s shoes. Creating that “Compelling Reason” to visit

the region. Match your product with the appropriate

target market – more than geographic. Consider packaging like products

Matching Your Product with the Market

Timeframe:DaytripOvernightWeekend GetawayWeeklong Vacation

Lifestyle:Outdoor AdventurerFun-Seeking FamiliesUrban ExperienceExtreme AdventurerCamping & Cottage Life

Matching Your Product with the Market

Bill’s profile

Weekend getawaysLikes outdoors – hiking, cycling,

x-country and downhill skiing, campingLooking for memorable experiencePartner – hiking, cycling, restaurants,

fine inns & upscale B&BTwo kids – 20 & 13

Expanding the Shoulder Seasons

Start with your current customerso Cottagers and Camperso VFR

Day Trips, Weekend Getaways Great drives – link with other DMO’s Festivals & Events Need for local champions to make happen

Stretching Your Promotional Dollar

Assess effectiveness of Destination Guide. What distribution channel is most effective. Partner with your neighbouring DMO’s to get

better “bang for your buck”. Buy into regional approach through RTO. Invest your extra dollars in making website

more interactive. Hook into a booking engine.

Stretching Your Promotional Dollar

Promotion should focus on driving potential visitors to your web.

Look for media hooks. Chase earned media.

New Media

Increasing us of the web to compare product offerings, compare price

More booking on line Interactive, dynamic web-site You need a tourism focused site Show your products Link to a booking site Building a database of potential clients Use of social media

Questions?

EnAbling Change Project

Customer Service Standard under the AODA comes into effect for all businesses in Ontario January 1,2012.

TIAO has funding from the government to:• Raise awareness through presentations to tourism

businesses• Deliver workshops to train owners and managers

of tourism businesses who in turn will train their staff

• Microsite for tools, templates, sample policies

EnAbling Change Project

Workshop scheduled in Peterborough November 19th.

To register contact Emily Harper-Hawkins emily.harper-hawkins@tiao.travel

416-483-1691