rethinking your print guide strategy · • email marketing ... • otas, trip advisor, facebook,...
Post on 11-Jun-2020
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RETHINKING
YOUR
PRINT GUIDE
STRATEGY
Berkeley W YoungPresident
Young Strategies, Inc.
So many places to visit…
So many ways to market it…
AMERICAN EXPRESS SURVEY
"Increasingly, travelers want to see the world on their terms with
tailored, personalized and differentiated experiences that reflect
their passions and needs. The boundaries between technology and
personal service are being blurred, allowing more intimate
connections for travelers with the world around them.”
- Claire Bennett, executive vice president of American Express Travel.
Bennett said there were three major insights from the survey:
1. the travel industry is incredibly healthy
2. that travelers want both high-tech and high touch
3. travelers value a personal connection that makes a difference
when they travel.
Print is not dead
Worst reason to print guides & rack cards:
Best reason:
Because we always have
Because we rethought our strategy
Two assets to market your destination
1. Staff time – how many?
2. Money – how big is your budget?
• Brochures & Guides
• rack cards
• digital - web site - mobile
• email marketing
• social media
• direct sales for groups
• leisure/consumer shows
Two fundamental strategies
1. Inspire more people to visit
2. Once they arrive – inspire them to:
stay longer
do more
spend more
1. Inspire more people to visit!
Visitor guide - comprehensive
Fulfillment – mailing
Distribution in racks
Distribute at shows and events
Expensive
Rack card – hook/attract
Distribution in racks
Distribute at shows & events
Cost effective?
2014 Market SegmentationThe 2014 segments as reported by the 21 hotel/motel participating properties are presented below in rank order.
Destination Lodging Segmentation – Who is staying Overnight in Paid Lodging?
2014 2011 Market Segmentation
54.4% 57.5% Transient & Other
22.0% 24.2% Business Transient (individual business travelers)
16.9% 22.6% Leisure Transient (visitors to Montgomery, visiting friends & relative, etc.)
11.4% 8.2% Government / Military Transient
4.1% 2.5% Other (includes university-related)
45.6% 42.4% Group/Conference/Meeting
13.1% 6.9% Corporate
9.7% 7.0% Government
7.5% 15.4% SMERF (Social, military, educational, Religious, Fraternal)
7.0% 5.6% Association
6.3% 5.3% Sports
2.0% 2.2% Group Tour/Motorcoach
Will you fulfill inquiries, mail it or distribute it?
Know your target geographic markets
Drive routes
Fulfillment or true inspiration
Are you reaching them at home before they travel or
once they are on the road?
Who is reading it and where are they in the planning
cycle when they are reading it?
Have they already booked a room?
Millennials value stories and photos
over video for travel inspiration
This group also prefers content about:
destinations (74%)
travel activities (68%)
accommodations (60%)
cruises (48%)
flights (37%)
Source / 26 page PDF: Yahoo Travel
1. Successful marketing starts
with solid research
2. You MUST monitor the ever changing
planning behavior of YOUR visitors
3. When does your print travel guide fit
into their planning process
Inspiration
• Friends, family, coworkers
• Reading, watching, listening
Search
• OTAS, Trip Advisor, Facebook,
• Destination & lodging
Booking
• Airfare, car rental
• lodging
Planning
• Request visitor guide & destination info.
• Trip Advisor, Yelp, Twitter, Facebook
When do you connect with potential guests?
Know YOUR visitor
and how to use a print visitor guide to:
• Inspire the visit
• Fulfill an inquiry
• Provide information within the destination
One Size DOES NOT Fit All
When do you connect with arriving guests?
Fly-in Car rental Hotel room
Drive-in Hotel room
When do you connect with arriving guests?
From airport to hotel room with no human contact
From gateway to hotel room with no human contact
Factors to consider:
• Budget Size
• Destination type
• Strategy –
• Inspiration -increased visitation - fulfillment
• Increased engagement - in-market
• Shelf-life
• Seasonality
Visitor Guide Basics
1. Cost determines size & format – big is not always better
2. Position & Hook – top front 1/3 – The Experience
3. A great cover photo of an “Experience”
4. Close the sale with “Must sees”
5. Attractions = “why visit? Experience”
6. Places to stay & eat & shop
7. User friendly map & directions
8. Mobile connectivity that works
Don’t let politics drive format & content
Inspiration
(Rack)
Fulfillment
(Mailed)
In-Market
(Events)
Cover Hook Place & Hook Place
Wow experiences
Great Photos
Dining Editorial Editorial Ed & List
Shopping Editorial Editorial Ed & List
Attractions Editorial Editorial Ed & List
Lodging Editorial Editorial Ed & List
“We should be talking about CONTEXT rather than than content”- Michael Dominguez – MGM Resorts International
Visitor Guide Do’s & Don’ts
It’s NOT a phone book or business directory
It’s NOT for locals, design it for first time visitors
Bad photography hurts, great photos sell
Verbosity & alphabetization are painful
Venues are not activities – the event is!
Focus on UNIQUE – dining, shopping
Feature the unusual & noteworthy
Focus on 365 days/nights
Focus on room supply & demand
It’s all about you!
Do You Have
Any Questions?
Instuctor Contact Information
Berkeley Young,
Young Strategies, Inc
byoung@youngstrategies.com
704-677-4018
704-770-3333
facebook/berkeleyyoung
LinkedIn/berkeleyyoung
(I REALLY DON’T GET TWITTER)
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