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 -

EMAIL

SOCIAL Media

REVIEW Sites

ONLINE

MARKETING

PLAN+ TACTICS

Digital

Footprint

Target market

Plan + Tactics

Budget

Reporting

Monitor the web with Google Alerts

www.google.com/alerts

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