threesides tourism shellharbour - tourism marketing essentials
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Smarter Marketing for your Tourism Business in
2014
Tourism Shellharbour
May 2104
Todd Wright – Threesides Marketing
We help these businesses with their marketing:
National Parks NSW – Wild about WhalesCapital Region Farmers Market @ EPIC
Yass Valley TourismSapphire Coast TourismOld Bus Depot MarketsCampus Living Villages
(and more…)
www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides
Overview
1. Go back to basics (briefly) and make sure you
have covered the fundamentals
2. Review your tactics and current activities
3. Identify new tactics and activities to add to
your marketing mix
What can we achieve today?
Inspire
Direct
Inform
Your name, your business and one
thing on your ‘list’ to cover
today?
PLEASE UNDERSTAND
THAT…
Marketing is notAdvertising
The process of finding and
keepingcustomers
What’s Harder?
(A) Finding customers
(B) Keeping customers
Solve a problem
Your marketing needs to show how
you will solve a problem.
What is your customers
real problem.
1. Know your target market
2.Create some goals
3.Understand your
marketing mix
4.Develop your tactics
5.Set your budget
6.Evaluate
Six simple Marketing steps.
1.KNOW YOUR
TARGET MARKET
The customer
you really want
• Highest
longterm value
• Low cost to
reach
• Highest chance
of repeat sale
The right customer
Customer Market Segments
VFRLeisure
Lunchtime
Dinner
Morning
Segment by type of customer, geography, time of day, habits, age, etc.
Develop a marketing persona
Name: Kevin
Age: 30s
Character: Authoritative and
Professional
Location: Sydney – Eastern
Suburbs
Time of Day: Lunchtime
Interests: Active
Employment: Public Service
The Marketing TO DO list
• Develop a written overview of your current
customers
• What is your current marketing doing to
target these people?
• Develop a set of personas (no more than
2-3) of your ideal customers
• What needs to change in your marketing
to meet the needs of these group?
2.CREATE YOUR
MARKETING GOALS
Poor Goal example
Get sales in the door – NOW!
Good Goal exampleGood
1. To create 10 qualified business leads / enquiries by the
end of April.
Better
2. To create 10 leads and 3 converted sales worth $2,000ea
within 60 days
The Marketing TO DO list
• Identify 3-4 SMART marketing goals
to achieve in the next 6 months.
• Consider the resources, tactics and
time you need to complete them?.
3.UNDERSTAND
YOUR MARKETING
MIX
The 4 p’s of
marketing
Product, Price,
Place, Promotion
4 P’s
Changing any
P will affect the
other P’s
7 P’s?
+
+ +
4. DEVELOP YOUR
PROMOTIONAL
TACTICS
Promotion
Public Relations
Online Marketing
Advertising
Direct Marketing
Sponsorship
Trade Marketing
Networking
Onsite Marketing
There is no marketing ‘silver bullet’
The marketing kit must haves:
1. Business name / Logo / Visual Identity2. Email address / web name3. Database / List of your customers and permission to contact
them4. A good quality website5. A good selection of your own photos6. Newsletter / communication with database7. An easy to understand / ‘good’ offer8. A membership9. A partnership10. A really good book keeper or accountant (so you can do more
marketing).
Who can I use to help me?
Cowboys vs Ninjas
Who’s Who in
Marketing
Creative Agency
Marketing Consultant
Graphic Designer
Online Marketing Specialist
Copy Writer
Photographer
Market Researcher
Printers
Advertising Specialist
Public Relations
Consultant
5. SET YOUR
BUDGET
What should I spend on marketing?
How much does it cost to find and keep
one customer?
What are you paying for?
• Website – $4-7,000• Domain name / email address - $50• Flyer or brochure - $700 / design - $1,500 print +
distribution• Radio / TV – from $2000 month • Google adwords – from $100 month• Signage - $500 for a pull up banner• Direct mail - $400 to target 500 people + design• Email direct mail - $50 to target 500 + design• Photography - $500 / 2 hrs – 60 shots
How much is your customers opinion of
your business and product worth?
6. EVALUATE
How can I tell if my marketing is
working?
What ever works for your business that
you’ve tested, measured and proven
the result.
Simple things you can measure
Website Visitors
Phone call enquiries
Email enquiries
Sales Leads
Converted sales
New customers
Returning customers
Value per customer
Referral sources
Sales per product
Returns
Complaints
Write it down
Write down your
results and track
them over time.
1. Know your target market
2.Create some goals
3.Understand your
marketing mix
4.Develop your tactics
5.Set your budget
6.Evaluate
Six simple Marketing steps.
The process of finding and
keepingcustomers
Your Tourism Marketing Tactics
Aussies are now
spending on average
23.3 hours online each
week, 3.5 times more
than the 6.7 hours we
were spending online
back in 2003.
Digital Travel Lifecycle
•The Stages a tourist goes through and their digital touch points.
•(See handout)
1. What does your business look like online right now?
2. Where can I find you?
3. Where can’t I find you?
4. What do I find when I get there?
Your business digital footprint
Almost three-quarters of Australian companies are planning to increase digital spend this year, with digital marketing budgets expected to increase an average of 28%.
Responsys digital marketing report April 2013
(850 marketing managers surveyed)
Digital Budget
BudgetQuestions:
1. What is your total marketing budget
2. What % is digital
3. Split digital into tactics – email, website, social, advertising. other
4. Estimate ROI of each activity area
5. Can you increase / decrease budget to affect results?
Reporting: What are you measuring online?
Is what you are doing working?
1. Website analytics - conversions
2. Social Media – Engagement + Reach+ Sentiment
3. Reviews – Sentiment + issues resolved
4. Search – SERP’s + Page views
5. SEM – Clicks + Conversion
6. Contact forms – leads
7. Ecommerce – direct sales
8. Budget – ROI of activities
Digital Tactics
WEBSITE & Content
LOCAL
Listings + Content
Distribution
LINKS
connections
SEARCH
SEO/SEM
SALES & Distribution
DIRECT marketing -
SOCIAL Media
REVIEW Sites
ONLINE
MARKETING
PLAN+ TACTICS
Digital
Footprint
Target market
Plan + Tactics
Budget
Reporting
http://www.google.com.au/business/placesforbusiness
Content Distribution Channels
• Australian Tourism Data Warehouse
Descriptions, Events, Photos, Video
Multiple distribution Channels incl. Visit NSW
Don’t underestimate the value of low cost content distribution channels
From desktop to mobile- why??
Mobile sales have already overtaken desktop sales, and mobile internet usage is predicted to overtake desktop internet usage by 2014
67% of users claim they are more likely to purchase from a mobile-friendly website
Source: http://searchenginewatch.com
Mobile what?
Fully Mobile Optimised + Responsive website
• Can detect the size of the viewing device and adapts to suit
• Folds to suit screen size
Mobile friendly
• Website that functions correctly on a mobile device
• Tiny scaled down version of a site
• Doesn’t break on mobile
m. - Mobile website
• Completely separate website designed specifically for use on a small mobile device
• m.yourwebsite.com.au
GET STARTED
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