diy tourism marketing workshop · 2018. 11. 14. · diy tourism marketing workshop digital...
TRANSCRIPT
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DIY Tourism Marketing Workshop
Digital Marketing Plan Checklist
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What are your business goals?
Example:
If seasonality is a significant
business concern, that should
affect your messaging, media,
timing, audience, and investment.
Are we sufficiently patient?
Relationships take time to build.
Is it part of some larger objective?
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What insights do we have into the customer?
Example: Blue Ridge Craft Trails
Research showed that a mix of social media could
potentially generate different results based upon
the audience’s engagement:
▪ Instagram for Millennials
▪ Facebook for Boomers
▪ Pinterest for craft enthusiasts
▪ YouTube to showcase more immersive activities
Do we know the audience?
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▪ Is it a GMOOT?
▪ Do you have the resources for it?
▪ Do you suffer from marketing envy?
▪ If you can’t do it well, don’t do it. Or,
find someone who can.
Is it something we can do well?
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“When most people advocate for
an idea we think of a compelling
argument, a fact or a figure. But
research shows that our brains
are not hard-wired to understand
logic or retain facts for very long.
Our brains are wired to
understand and retain stories.”
—Jennifer Aaker, Stanford Graduate
School of Business
Does it reflect understanding of the audience’s emotional needs and their customer journey?
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7
Destination Planning Cycle
Customer Journey Mapping: One Example
1. Destination Consideration
2. Destination Planning
3. Shop & Buy
4. Anticipation
5. The Visit Experience
6. Customer Loyalty and Advocacy
Having empowered,
knowledgeable guests
generates higher
spending and greater
satisfaction
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Don’t just show me the view…
Tell me where it is, how I can get
there, when it’s open, what else I
can do when I get there, etc.
Rule of thumb:
Would a prospective visitor pay
for your content?
Does it add value?
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Does it create engagement?
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Does it create opportunity for social sharing?
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Are we building community relationships?
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Is it integrated with our other communication?Do we know what our partners are doing?
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Does it convey authenticity?
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Does it motivate?
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▪ Social media takeovers
▪ Influencer marketing
▪ Retargeting, based on specific
audience interests
▪ Contests and promotions
▪ The public relations angle
Have we thought sufficiently outside the box?
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DIY Tourism Marketing Workshop
Digital Marketing Plan Checklist