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SIX-PART MARKETING PLAN Writing the Plan-Part Two janice@marshalltravelconsulting.com

SIX-PART MARKETING PLAN Writing the Plan-Part Two janice@marshalltravelconsulting.com.

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SIX-PART MARKETING PLAN Writing the Plan-Part Two janice@marshalltravelconsulting.com

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  1. SIX-PART MARKETING PLANWriting the Plan-Part Twojanice@marshalltravelconsulting.com

  2. Part One of this workshop is principally about collecting the research needed to write a marketing plan. If you did not attend the workshop, the information will be included on the Conference “flash drive”.Be sure to get it!
  3. RESEARCH OUTCOMES Share the graph indicating the percentages of each meeting/event gathering in your area….from reunions, sports events, medical to association business. Share the information gathered about the traveling public…from origin, destination, age, and how much money is spent by each traveling party.
  4. 1. SITUATION ANALYSIS Summarize Strengths and Weaknesses of the Local Product and Available Resources for each market segment. List Opportunities and Threats. Include outside forces that could affect your marketing: economic, political, social. Design a comparative chart with your competition (product, location, budget)
  5. GAS PRICES
  6. 2. TARGET AUDIENCE (S) Describe the profile of your current visitor: age, income, origin, spending power Describe any emerging visitor markets you want to pursue Describe how this visitor gets travel information.
  7. 3. MARKETING GOALS Goals should be stated in specific measureable terms. Goals should be reasonable given market conditions and organizations resources. Establish a few reasonable goals, not an unrealistic “wish list”.
  8. EXAMPLES OF MARKETING GOALS LEISURE MARKET Increase visitation to local welcome center by 10% Increase web site visits by 20% Expose 500,000 potential visitors to tourism product Increase spending by 10% MEETINGS MARKET Increase sales leads by 15% Increase meeting bookings by 20% Increase sales contacts by 25% Increase delegate spending by 10%
  9. MORE GOALS FOR 2012-13 Increase web site visits and hits 10% Increase visits by travel/broadcast press by 15% Increase conversion from articles written by 20% Increase Social Media posts by 25% Increase Group Tours by 10%
  10. 4. MARKETING STRATEGIES & TACTICS TO REACH GOALS This section will make up the bulk of your marketing plan Most use a spreadsheet program in communicating this step, including timelines and responsibility assignments For effective communication strategies, the target audience must be understood. What communication channels does this group use?
  11. BASIC MARKETING STRATEGIES WEB SITE MARKETING DIRECT MARKETING using mail, phone calls ADVERTISING in print, directories, broadcast or online DIRECT SELLING one on one such as tradeshows or sales calls PUBLICITY through press releases FAMILIARIZATION TOURS SALES CALLS to travel agencies SOCIAL MEDIA promotion

  12. 5. THE BUDGET

    Separate by market segment first.
  13. THE BUDGET Break down costs associated with each marketing tactic Be sure to include personnel time. Include partnerships (regional co-ops) Co-ops with local partners Projected GDEcD Grants Include the total working budget
  14. Be prepared to defend your personnel budget. DMO’s are unlike other non-profit groups. Other non-profits are not in competition and are not in sales. DMO’s are in SALES and the staff MUST be out in the marketplace asking for the business. It is not unusual for the personnel budget to be larger than the advertising budget!
  15. MONITORING AND EVALUATION What works? What doesn’t? Which tactics yielded the best results? Check each quarter to see if you are on track. Do a Customer satisfaction assessment. If a tactic appears destined for failure, drop it immediately!
  16. Focus, Be Persistent! Stay focused on your target markets. Be persistent. Tactics have to be repeated over and over before a permanent change is perceived. Be prepared to revise your plan if a better opportunity comes along! Don’t be afraid of failure. Trial and error is part of the natural process.
  17. The Big Idea: It’s always both/and, not either/or.  Marketing includes sales and sales requires marketing.  Sales is just one of several important marketing activities and overall marketing is a blend of activities, including but unrestricted by, direct sales.  Overall marketing includes diagnostics/measurement (aka research), branding (aka image), earned media (aka public relations), paid media (aka advertising), and post-arrival circulation (aka point-of-sale sales).

  18. TABLE OF CONTENTS

    Other Material to Include
  19. SUGGESTED SEQUENCE Letter from President and CEO Mission and organizational structure; staff organizational chart Board of Directors Organizational Chart Most Recent Tourism Stats (GDEcD) Use “Tabs” or Table of Contents (Number your pages!) Begin your 6-Step Plan Include a Calendar for plotting tactic schedules and responsibility assignments
  20. THE LOOK! The plan may be simple or elaborate. Bullet points are better. (People don’t like to read.) Number of plans is predicated on your planned distribution. Staff, Board, Partners, Government Officials
  21. QUESTIONS? janice@marshalltravelconsulting.com www.marshalltravelconsulting.com
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