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The Marketing Landscape

The Marketing Landscape. Partnering & Packaging. Creates authentic experiences that provide a unique sense of place Keeps visitors in town longer Stretches the marketing budget OPBBA “Passport to the Olympic Peninsula”. Creating An Integrated Marketing Program: Think It Through.

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The Marketing Landscape

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  1. The Marketing Landscape

  2. Partnering & Packaging • Creates authentic experiences that provide a uniquesense of place • Keeps visitors in town longer • Stretches the marketing budget • OPBBA “Passport tothe Olympic Peninsula”

  3. Creating An Integrated Marketing Program: Think It Through • Most effective marketing/promotion campaigns utilize a variety of tools & tactics • Plan Ahead • Identify your audience • Select modes of communication that enable you to reach this audience in the most cost-effective manner • Collaborate with partner organizations to help stretch the budget

  4. The Marketer’s Toolbox • Traditional Media – Different, but Still Relevant! Newspapers & Magazines • Online advertising: can be less costly than print advertising; interactive engaging ads; ad can appear in more than one location; some demographic targeting available; longer presence; include web links; user reports • Growth in niche publications (print & electronic) help to better target messaging • Special interest electronic newsletters provide additional opportunity to reach target audiences • Bonus editorial opportunities

  5. Electronic Publications www.seattledining.com

  6. The Marketer’s Toolbox Television News • TV News websites offer additional opportunity for coverage • Permission-Based Email Marketing Opportunities • More talk-shows popping up on cable and network affiliate stations offering opportunity for free publicity (i.e. Margaret Larson’s New Day Northwest)

  7. Permission-Based Email All traffic driven to campaign website Lodging specials offered by partner venues Promotes drawing for weekend getaway (donated by partner businesses); takes user to enter to win page; database collects data for future marketing KING generates report detailing # of openings & click-thrus

  8. Marketer’s Tool Box Radio • Broadcast AM/FM radio still has larger share of listening audience (51%) than CDs (16%); Satellite Radio (7%); Ipod/MP3 (5%); Streamed Audio on Computers (4%) Source: Vocus 2010 State of the Media Report • Radio technology is best positioned to move into digital environment - Increased interplay between broadcast radio and new applications

  9. Marketer’s Tool Box Broadcast Radio/Digital Applications: • Streamed Ads • Video Pre-Roll • Text Campaigns • Podcasts • Electronic Newsletters • Promotional Opportunities (Contesting; Giveaways)

  10. Marketer’s Toolbox B. Social Media A group of Internet-based applications that allow the creation and exchange of “User-Generated Content” Blogs Personal website used by author to communicate anything he chooses to write about to readers. Can include photos & links. Entries dated, time-stamped & archived. Public comment sections facilitate conversation. Syndicated to subscribers via RSS Feed (distribution tool). Facebook Social networking website that can be used for business marketing and promotion. Public “fan pages,” are indexed by search engines. Can link to your website; newsletters; host a discussion; exchange video and photos; integrate blog feeds; Good for longterm relationship-building.

  11. Marketer’s Toolbox YouTube • Video-sharing website on which users can upload and share video • Arrange video content in a single location - your own YouTube Channel • Create a YouTube profile & Playlists from your own content • Tag your content with Key Words • Promote your content through YouTube Email, Bulletins & UserGroups • Embedvideo from your YouTube Channel on your website, Blog, Facebook page, etc.

  12. Marketer’s Toolbox Twitter Free social networking/micro-blogging service that enables its users to send and read each others' updates, known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the author's Twitter profile page and delivered to other users - known as followers - who have subscribed to them. Users can send and receive tweets via the Twitter website or via Short Message Service, which allows texting from the web to a cell phone or from one cell phone to another.

  13. Marketer’s Toolbox Email Marketing Letters to Niche Groups w/ Special Offers www.constantcontact.com Press Releases

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