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Marketing Tourism In Your Community
Community Development Institute
March 3, 2015
Get these slides here::http://sarahtpage.com/CDITourism/
Economic Development
Community Development•Physical Infrastructure•Social Infrastructure•Leadership Development•Workforce Development
Business Development•Business Attraction•Business Retention & Expansion•Entrepreneur Development•Tourism Development
Source: Opportunity Strategies
Heads in Beds
Types of Markets
• External (visitors)
• Internal (residents)
• Partners (local stakeholders)
“The city has not raised tax rates since 1996 and has even lowered them at
times,” Grapevine Economic Development Manager Dan Truex said.
“The fact that we’re building on hospitality, retail and entertainment,
where people come in and spend money here, that enables us to keep a
lower property tax rate for the residents,” Truex said. “The citizens can enjoy a high quality of services, and at
the same time have a low tax rate.”
Tribes
1. What “tribes” do you belong to?
Source: Nicole Davis, Ph.D; SIU Carbondale
Tribes
• Niche segments
– Heritage tourists
– Birders
– Culinary tourism
– Agritourism
– Nature tourists
– Motorcyclists
– What else?
Source: Nicole Davis, Ph.D; SIU Carbondale
Tribes
2. Connect your tribe(s) to niche segments.
3. What products/services do you have within the niche segments?
Source: Nicole Davis, Ph.D; SIU Carbondale
Tribes
3. Louisville, KY – “Foodie” tourism
• What’s the tribe?
• What’s the niche segment at the destination?
• How do they connect the niche segment to the tribe?– Photos
– Pull quotes from “foodie” publications
– Foodie events
– Videos
– Recipes
– ???
• What products do they feature to support the niche segment?
Tribes
Source: Nicole Davis, Ph.D; SIU Carbondale
Community Branding
Brand = A name, term, sign, symbol or design (or combination of these elements) that identifies products or services and differentiates them from others.
Branding = The process of endowing products or services with the power of a brand.
Source: Marketing for Hospitality and Tourism
Or …
A brand is what people say or think about you when you’re not around.
Source: Marketing for Hospitality and Tourism
Branding
• Marketers should position brands clearly in target customers’ minds.
– Product attributes
– Desirable benefits
– Strong beliefs and values
Source: Marketing for Hospitality and Tourism
Something for Everyone
Be Unique. Be Yourself.
Be Weird.
Community Buy In
"The most important thing is to involve the community in tourism
planning. You can't have a successful tourism endeavor unless the
community is with you.“ – Ingrid Schneider, Tourism Center Director
Source: University of Minnesota Extension
Building Community Buy In
• Local media
• Community forums
• Surveys
• Public speakers
• Social media
• Special programs
– Familiarization tours
– National Travel & Tourism Week
Source: University of Minnesota Extension
Marketing Tools
Marketing Tools
Advertising Sales
Public Relations
DirectMarketing
Promotions
Source: Marketing for Hospitality and Tourism
BrandMessages
Advertising
Sales
Public Relations
Direct Marketing
Direct Marketing
Promotions
Content marketing is the creation and sharing of content for the purpose of promoting a
product or service.
Source: Marketo
Content Marketing = STORYTELLING
Source: Local Studies NSW on Flickr
Content Marketing
• Embodies an organization’s core brand elements
• Uses a variety of media formats to tell an organizations’ story (text, video, audio, photos, etc.)
• Can be read on a variety of devices including computers, tablets, smartphones, and others
• Is distributed via owned, third party, and social media platforms
• Provides measurable results through the use of appropriate calls-to-action and promotional codes
Source: Heidi Cohen, Riverside Marketing Strategies
Content Marketing
• Includes
– Newsletters
– Blog posts
– Whitepapers
– Videos
– Podcasts
– Tweets
– Posts
– Webinars
– More!
Source: Jason Falls, Social Media Explorer
Thank You!Questions?
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Sarah Page, PrincipalSarah T. Page Consulting, LLC
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