marketing of the britannia mine museum an integrated approach - marketing example... · marketing...
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Marketing of the Britannia Mine Museum
An Integrated Approach
Presented by Katherine Flett Blue Sky Communications
www.BlueSkyCommunications.ca Phone 604 924 5542
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1. Make a Plan
• Conduct a comprehensive SWOT Analysis
• Define your customer
• Create your primary message
• And confirm your budget
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• Understand who your competition is, what they are doing well, what they are not doing, and how you can develop your business to have a competitive advantage.
• Determine your USP, or unique selling proposition.
1. Make a Plan
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2. Use Research as a Guide
• Find out how people are hearing about you
• Find out why people are coming to see you
• Find out what they want to see/do
• Ask if they would come back
• Ask if they would refer you to a friend
• Find out what you are doing well
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• Travellers worldwide are seeking experiential, life-enriching vacations that involve culture, nature, the outdoors and learning. These consumers want authentic experiences that focus on local culture and foods, allowing them to engage all of their senses.
• Want to get ‘behind the scenes’ and be enriched by the people and places they visit.
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
2011 Tourism Report
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According to the 2011 World Tourism Report, the growth sectors in the 21st century are:
•Culture & Heritage
•Eco-Tourism
•Adventure Travel
•Special Interest Travel
•Sport Tourism
•Health & Wellness
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
2. Use Research as a Guide
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• BC welcomes visitors from around the world. However, the most important tourism market for British Columbia is the local market.
• BC residents travelling in BC accounted for 49% of 14.6 million overnight visitors.
2. Use Research as a Guide
Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/FundamentalsTBEGuide2011_July7.pdf
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3. Create a Compelling Message
• Consumer sees more than 1,000 ads per day (as high as 5,000 in metropolitan areas).
• http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all
• Keep it simple, easy to remember and make it stands out from the “noise”.
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3. Create a Compelling
Message
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4. Establish Media Partners
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Global TV: #1 in BC
4. Establish Media Partners
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4. Establish Media Partners
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4. Establish Media Partners
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5. Leverage PR & Media
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5. Leverage PR & Media
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5. Leverage PR & Media
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5. Leverage PR & Media
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Connect with Influential
Bloggers
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6. Make Signage a Priority
#1 reason for visiting in 2011 survey – 48% of visitors.
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6. Make Signage a Priority
Make it easy for
tourists to find you.
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6. Make Signage a Priority
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7. Host Newsworthy Events
2011 Events
•Valentines Dinner •Spring Break Event •Art Event: Copper & Fire •Mother’s Day •Father’s Day •Rivers Day •Christmas Community Day
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• Word of Mouth can be one of your most powerful marketing tools.
• Monitor visitor response to your organization annually.
8. Don’t Underestimate WOM
#2 reason for visiting in 2011 survey – 30% of visitors.
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9. Efficiently Manage Social Media
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9. Efficiently Manage Social Media
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10. Build an easy to find Website
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Key Aspects
•Maximize SEO • Provide High Quality Photos •Consistent Content •Easy to Navigate •Update Regularly •Accurately reflect your organization •Link to Facebook
10. Build an easy to find Website
#4 reason for visiting in 2011 survey
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Results
Year-to-date 2010 2011 % Growth
Ticket Sales 25,248 48,387 92%
Memberships
175 482 175%
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Thank you.