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2011 full marketing monty nan devlin
1. The Full Marketing Monty
Engaging Visitors
Before
During
After
Their Visit
2. Who visits the O.P.?
Experiential
Travelers
Connect with the physical
character of a place
and its people
(Geotourists)
Curious, interested,
interesting and active
3. Who visits the O.P.?
Experiential
Travelers
• Spend 38% more
per day than
traditional tourists
• Stay 34% longer
than traditional
tourists
• Greatest return on
marketing dollars
4. Who visits the O.P.?
Experiential Travelers
Across demographics
and generations
About psychographics
(interests and behaviors)
• history & preservation
• nature & environment
• hiking & backpacking
• culinary & agritourism
• culture & festivals
• shopping local goods
• education & learning
5. What do they want?
- Hear and
experience
stories
- Enjoy and
become
part of the
culture
6. What do they want?
- Make personal
connections
- Emotional
experience
- Create
memories
They want to tell their friends about you
7. HOW do you reach them?
- Go where they go
with stories,
tools and
technology
8. Lots of tools to engage
– Websites – Magazines and
– Email newspapers
– Facebook – Trip Planners
– TripAdvisor & Yelp – Brochures
– YouTube – Direct Mail
– Flickr, Shutterfly, – Newsletters
Picasa – Maps
– Guides and travel
– Postcards
sites
– Blogs – Travel events
– Video blogs – TV shows
– Twitter – TV ads
– Online news and – QR codes
magazines – Reader cards
– Online radio – Rack cards
– Travel agents
– Itineraries
– Online booking
engines
9. Visitor Planning Data
Which source did you first use to
plan your visit to Yellowstone Park?
Friends and relatives - 44%
Websites - 39%
<Print ad 0.5%>
Yellowstone Park Research, 2010
10. Visitor Planning Data
Which tools are most important to
you in planning your vacation?
Websites - 89.5%
Magazine articles - 39.7%
Emails and E-newsletters - 36.9%
Direct mail - 35%
Yellowstone Park Research, 2010
11. Visitor Planning Data
On websites, which of the
following sections did you visit?
Trip planner - 69%
Things to do and see - 68.4%
Maps and Itineraries - 57.9%
Lodging Directory - 49.2%
Regions to visit - 37.3%
Yellowstone Park Research, 2010
12. Engage Before the Visit
Important
channels
– Website
– Print
– Digital
– Social
media
23. Email & E-newsletters
Which one
would you open?
A. July News
B.
It’s pickin’ time:
lavender, banjos and the
best wooden boat
24. Article Storytelling
- Create an
online
magazine
- Link to
published
travel articles
- Write your own
stories or tap
into your
Community
“Writer Board”
25. Image Storytelling
– Create photo
albums on
Flickr, Picasa
or Shutterfly
– Write story
captions
– Ask visitors
to submit
their photos
of events
26. Blog and Bloggers
- Link to local
bloggers who
write about
the O.P.
- Write your own
blog or tap
into your
Community
“Blog Board”
27. Video Storytelling
• Create a video
channel
• Stories,
ads,publicity
interviews, mini
tours, events
• Involve the
community and
create a video
“Story Board”
• No $$ ?
Call a college.
28. Visitor Planning Data
Which social media activities
do you engage in to plan a trip?
57% of DMO website users
read online travel reviews
43% visit travel-related forums
29. TripAdvisor
Link or post on your website
- Provides honest interaction
- Fosters trust
- Helps create word of mouth
30. Facebook
- Start a
conversation
- Use photos,
yours and
theirs
- Respond to
questions
- Take
surveys Don’t turn the destination
page into a personal page
31. Twitter
- Create
excitement
- Respond to
questions
- In the
moment Wait 10 seconds before
reporting hitting send: does it
from an represent the destination?
event
34. One person can make
the difference
T.P. O’Connor
Ballydavid,
Dingle Peninsula,
West Coast of
Ireland
35. They’re here!
Engage visitors
in conversation
Focus on the
visitor/customer
Give them meaningful
recommendations
36. They’re here!
Create a
welcoming
culture
Educate
the community
37. They’re here!
• Engage them in
your marketing
efforts:
crowdsourcing
– Ask to them to
share videos and
images
– Ask them to
Tweet about their
experiences
38. They’re here!
– Ask them to
connect on
Facebook
– Ask for their
number
(email)
– Ask them to
post a review
39. They’re here!
– Thank them
for visiting
– Ask them to
come back
– Make them want
to come back
41. After the Visit
- Send a thank you
note – email or
postcard
- Respond to posts,
positive and
negative
- Send a survey about
their experience
42. After the Visit
- Stay in touch
with email,
e-newsletters
and Facebook
- Tease them
with Twitter
- Invite them back,
bring friends and
family, make offers
43. Lots of tools to engage
– Websites – Magazines and
– Email newspapers
– Facebook – Trip Planners
– TripAdvisor & Yelp – Brochures
– YouTube – Direct Mail
– Flickr, Shutterfly, – Newsletters
Picasa – Maps
– Guides, travel sites
– Postcards
– Blogs
– Travel events
– Video blogs
– TV shows
– Twitter
– Online news and – TV ads
magazines – QR codes
– Online radio – Reader cards
– Travel agents – Rack cards
– Online booking – Itineraries
engines
