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Presentation slides to WV Associatinon of CVBs. Bootstrap marketing ideas and opportunities. April 2008.
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April 22, 2008WV Assoc. of CVBs
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Pre-Work - While Waiting
1. Find a blank index card on table2. Front – write the name of the best CVB
marketing tactic or project you’ve ever seen. Who did it? What made it great?
3. Back – write your question for me. What do you want to learn from this morning?
4. Write your name somewhere on card5. Prizes awarded!
April 22, 2008WV Assoc. of CVBs
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Bootstrap MarketingOpportunities & Ideas for CVBs
Presented by Skip LinebergMaple Creative
April 22, 2008WV Assoc. of CVBs
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April 22, 2008WV Assoc. of CVBs
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On Marketing• “What impression do you make, then,
when you appear to have invested very little in your own business? You are saying you lack confidence in your own enterprise. If you are not confident enough to invest in yourself, why would I spend money with you?”
Harry Beckwith – marketing guru, author
April 22, 2008WV Assoc. of CVBs
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What is Bootstrap Marketing?
• Limited budget• Limited resources• Marketing by your bootstraps• Creating impact on very little
investment• Leveraging zero-cost tactics
April 22, 2008WV Assoc. of CVBs
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Brand Identity
April 22, 2008WV Assoc. of CVBs
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April 22, 2008WV Assoc. of CVBs
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Research – Find Out
• Who’s coming to your place?• Why are they coming?• What is their world view/ lens?• Are trends shifting … and why?
April 22, 2008WV Assoc. of CVBs
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Research – Helps You
• To evaluate your marketable assets• To define your target audience
(segmentation)• To test messages … see what
resonates• Become more effective
April 22, 2008WV Assoc. of CVBs
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Research Tool - Zoomerang
• www.Zoomerang.com• Free, online research application• Create custom surveys• Up to 100 questions• Up to 1,000 invitees
April 22, 2008WV Assoc. of CVBs
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Other Research Tools
• Exit survey – feedback cards• Clipboard capture – man on the
street• Focus group• What else?
How did you hear about us?
April 22, 2008WV Assoc. of CVBs
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On Marketing
• “Marketing is a circular process, which can begin almost anywhere and never ends.”
Craig Hartsell, Azimuth
April 22, 2008WV Assoc. of CVBs
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Question from Question from AudienceAudience
April 22, 2008WV Assoc. of CVBs
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Earned Media• Local relationships = local
coverage– Get your news & events covered
• Regional & national press– Think big – are you “swinging for
the fences?”– Tie your story to recent coverage
and world events or trends
April 22, 2008WV Assoc. of CVBs
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The Power of National Press
Canaan Valley, WV
April 22, 2008WV Assoc. of CVBs
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Earned Media – Other Ideas
• Editorial Review Board Session• Press Conference• Invite a travel writer to visit
– Do you know who’s on the travel beat?
• Invite an influential travel blogger to visit?
We offer spokesperson & media training.
April 22, 2008WV Assoc. of CVBs
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On Marketing
• “Tell me a story. Make me say, ‘Hmm-I did not know that’.”
- Don Hewitt, founder and long-time producer of “60 Minutes”
April 22, 2008WV Assoc. of CVBs
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Question from Question from AudienceAudience
April 22, 2008WV Assoc. of CVBs
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Internet – Electronic Marketing
• You Tube• Flickr• Blogger• Twitter
April 22, 2008WV Assoc. of CVBs
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Internet Marketing – Why Bother?
• Low cost• Tremendous reach• Two-way conversation – engages
customers• Content tags – makes it specific• Measurable – you can track it
April 22, 2008WV Assoc. of CVBs
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Flickr• Leverage your scenic beauty• Post photos of your place• www.Flickr.com• Comment on other scenic photos;
invite contributor to come visit and photograph your place
• Start a Flick photo group – scenic photos of your area
April 22, 2008WV Assoc. of CVBs
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Twitter• Micro-blogging• www.Twitter.com• Free• Quick & easy• Attract the early adopters• Followers can spread the word
April 22, 2008WV Assoc. of CVBs
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Twitter – Elkins example
• www.twitter.com/visitelkinswv• Promote upcoming events• Spread good news• Invite folks to visit• Offer suggestions• Offer facts and trivia
April 22, 2008WV Assoc. of CVBs
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Question from Question from AudienceAudience
April 22, 2008WV Assoc. of CVBs
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Search Engine Visibility
• Travelers pre-shop on the Internet• Internet #1 source of travel
planning and purchasing• Majority of leisure travelers (66%)
now use the Internet exclusively for planning a vacation.– 2007 National Leisure Travel Monitor
April 22, 2008WV Assoc. of CVBs
26Things Have Changed!
April 22, 2008WV Assoc. of CVBs
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Google Search Results
• Page 1 or Page 2 (100% … 82% … 2%)
• Where do you rank?• For which search phrases?• What are your critical search
phrases?
April 22, 2008WV Assoc. of CVBs
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Evaluate Search Phrases
• Your own research• Google Suggest, Google Trends• http://labs.google.com/• You can’t be “all things.”• You can’t afford to market your
place as “all things.”• Find your niche.
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WV Assoc. of CVBs April 22, 2008
How Google Sees Your Site– Connections on the Web very
important to search engines - hyperlinks in/out, blogroll, partners, reciprocal links
– Relevant, fresh content can boost your rankings with spiders, bots & Web-droids
April 22, 2008WV Assoc. of CVBs
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How to Rank Higher on Google
• Relevant content• Connections• Fresh content• Use content tags and
meta-data
April 22, 2008WV Assoc. of CVBs
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More on Electronic Marketing and Web 2.0
• Statewide training series• Beginning in May• Five WV locations• www.MarketingConference.
org
April 22, 2008WV Assoc. of CVBs
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Blogs & Blogging• Create a conversation• Create fresh, relevant content• Give customers a voice
– They have more credibility than we do.
• You are the publisher. You’re in control.
• Tag your content• Build traffic and connections
April 22, 2008WV Assoc. of CVBs
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April 22, 2008WV Assoc. of CVBs
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Blog Drives Traffic to Your Web Site
The Maple Example
April 22, 2008WV Assoc. of CVBs
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Closing• Blogs
– Marketing Genius from Maple Creative
– See our blogroll – other great blogshttp://MarketingGenius.blogspot.com
April 22, 2008WV Assoc. of CVBs
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Key to Marketing, Especially Marketing
Places• Stories are memorable – “sticky”• Powerful, persuasive stories• Powerful, persuasive images
– Find and organize– Begin to cultivate and build– Put them out for customers to discover
April 22, 2008WV Assoc. of CVBs
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Maple’s Marketing Plan• Leverage our strong brand• Feature talent and creativity• New Web site – promote launch• Continue to feature our blog• Some advertising – very targeted• Sign boards at airport• Speaking engagements, publish articles• New print materials – folder, biz card,
note cards• Community service
April 22, 2008WV Assoc. of CVBs
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On Leadership
• "You can either take action, or you can hang back and hope for a miracle. Miracles are great, but they are so unpredictable."- Peter Drucker
April 22, 2008WV Assoc. of CVBs
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Closing
• Bibliography – recommended reading list
• Let’s start a [email protected]
April 22, 2008WV Assoc. of CVBs
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Thank You!Thank You!
April 22, 2008WV Assoc. of CVBs
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Bootstrap MarketingOpportunities & Ideas for CVBs
Presented by Skip LinebergMaple Creative