tml tourism marketing
DESCRIPTION
Tourism Marketing Presentation for the Texas Municipal League's 2011 annual convention featuring Janna Patrick, Shanna Smith Snyder and James Kunke.TRANSCRIPT
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TOURISM MARKETING
Janna PatrickArts & Communications Coord./PIO
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TOURISM MARKETING
• What is tourism marketing?Tourism marketing involves product development, location and pricing.
• Develop the brand identity first. The brand is who you are and the slogan is what you do.
• Example : Conroe
Urban Jewel in the Piney Woods
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TOURISM MARKETING
• Develop the brand and build it. Public relations and advertising maintain it’s position. PR lays the foundation and advertising moves the communication.
• Intangibles & tangibles in tourism marketing.• Add marketing resources and services or
products to meet customers needs.Example: Online Visitors Guide, maps, collateral print brochures
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TOURISM MARKETING
• Focus on a demographic most likely to buy the product rather than a mass market.Example: Product development in Downtown Conroe is the Arts & Entertainment District with 3 theatres, 4 art galleries, 3 restaurants and some retail. The Cultural tourist is the target demographic and families.
• Develop a product that is unique and shows a differiention from other cities.
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TOURISM MARKETING
• You have to sell a tourism experience or promise.
• A promise is established through consistent messaging, reinforced by a strong brand delivery and the community must embrace it.
• It must project a unique identity and character.
• For every hour traveling to a destination, you must have 4 hours of entertainment.
Rogar Brooks Destination Development
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TOURISM MARKETING PLANFirst 3-5 Years
• Develop a themed branding campaign• Design and maintain a tourism website• Create a consumer marketing & PR campaign• Create a Visitor Information Center system• Add a limited number of off-season events Example: Over 11 non-profit arts organizations
produce a season every year in Conroe.
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TOURISM MARKETING
• The result of good product development relative to tourism means local business organizations, and events gain revenue from enhanced marketing support.
• The city gains an increase in lodging and sales taxes.
• Tourism in Texas is economic developmentIn providing the product to create jobs
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TOURISM MARKETING• Tourism must have a uniqueness & memories• Three types of memory that is :
1. What we expect to happen (pre-memory)2. Ability to show positive quality product perception.3. Word of mouth is an example of post memory which is extremely important.
Dr. Peter Tarlow – Texas A & M University
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TOURISM TACTICS
• Mobility Marketing through Smart PhonesText to a phone number that advertises your event complete with a map, schedule and event informationTargets 18-40 years old and 50 years oldTrack where they are coming from through information they give when they sign up.
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TOURISM TACTICS
• Website – Start posting your event 90 days before the event starts.
• Radio – 2 weeks before your event, no less that 21 spots per week. Use the radio station your demographic listens to.
• TV- Public Access Channel & Public Affairs shows on community activities is offered free of charge in most cities.
• Call ABC Faces and tell them about your event
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TOURISM TACTICS
• Volunteer Participation Kickoff a volunteer event to recruit Work with different ages and put them where
their strengths can shine Thank them and give them ownership
Do a post event analysis and ask them what went right and what went wrong.
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TOURISM MARKETINGEvents In Conroe
.
• Conroe Cajun Catfish Festival – 2nd weekendIn October – Over 20 Years Old
• Conroe Christmas Celebration – 2nd weekendin December
• First Thursday FREE Concerts April to Sept.• KidzFest – FREE – For Kids of all ages - April
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TOURISM MARKETING
• Resources – Dr. Ray Perryman State of Texas - Cultural Tourism Report
• TELP – Texas Event Leadership Program Texas A & M University – Certified Event TrainingWill provide secret shoppers to your event at no cost to give feedback on your event.
• IFEA – International Festivals & Events
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TOURISM MARKETING
• Log onto www.cityofconroe.org, visitors, calendar for more info.
• Janna Patrick – [email protected] 522-3025
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Improving Abilene’s Quality of Life Through Travel & Tourism
MISSION: HEADS IN BEDS
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Tourism in the World
• WORLD’S largest service industry.
• Employs 235 MILLION people.
• 9.2% of the Global GDP.
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• 1 in 9 are employed in travel & tourism in U.S.
• $113 BILLION in tax revenue.
• #1 U.S. export with$22 BILLION trade surplus.
Tourism in America
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You could fill the Cowboy Stadium 126 TIMES with people directly employed in the U.S. Travel Industry!
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You could fill the Rangers Ballpark nearly 11 TIMES over with TEXANS directly employed in the Travel
Industry.
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San Antonio
61,700 JOBS $134 MILLION LOCAL
TAX REVENUE
Abilene
3,480 JOBS $6.1 MILLION LOCAL
TAX REVENUEAustin / Round Rock
45,000 JOBS $99 MILLION LOCAL
TAX REVENUE
Houston / Baytown / Sugar Land
112,900 JOBS
$248 MILLION LOCAL TAX REVENUE
Ft. Worth / Arlington
62,700 JOBS $78 MILLION LOCAL
TAX REVENUE
Dallas / Plano / Irving
80,600 JOBS $211 MILLION LOCAL
TAX REVENUE
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Traditional Industry vs. Travel Industry
To MarketsMove Products
Move Markets To Products(destination)
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Convention & Visitor Bureau FundingHotel Tax
City, 7-9%
State, 6%
Venue, 2%
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Mun
icip
ality City Dept.
Chamber Tourism Promotion
Sales
Service
AdvertisingIndependent
Destination Marketing Organizations
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One Way That We Sell & Serve…
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BENEFITS OF SOCIAL
MEDIA
Helps SEO
Increases Brand
Awareness
Builds Relationships
Empowers Followers
Crisis Management
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Why Are We Doing All This?
• Food & Travel are 2 industries that MUST be on social media.
• Mobile usage will trump desktop usage by 2014 (if not sooner).
• 8% of all bookings will take place via mobile by 2012.
• 52% say that friends Facebook photos inspired their next trip.
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What This Means…
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Travel Matters
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City & County Presentation Video
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Best Advice?
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TOURISM = EcoDev
Creates Jobs
An Income
Generator
Supports City
Services
$800 in Taxes
Generates Tax
Revenue
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Contact InformationShanna Smith Snyder
Director of CommunicationAbilene Convention and Visitors Bureau
325.676.2556 (Office)[email protected]
@shannasmith@AbileneCVB
www.slideshare.net/shannasmithsnyder
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TOURISM MARKETING
James KunkeCommunity Relations & Tourism Director
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TOURISM MARKETING