From welcoming a record number of visitors and launching a successful marketing campaign to rebranding the Missouri Division of Tourism, we’ve enjoyed many successes in the past year. But our work has only just begun. Looking ahead, we will continue to build on current program and promotion success while strategically expanding our marketing efforts. We’ll continue to focus in those markets where research has shown the greatest return on investment, while stretching into new markets with integrated marketing strategies. Over the last two weeks we have been working with Missouri DMO partners to increase their exposure to potential new travel customers, especially those from international markets. MDT staff has been joined by video crews from BRAND USA and Miles Media to shoot new spring video. These partners have jumped in feet first to some of these exciting new opportunities matched by the power In a world of expensive media spend, your tourism brand could be capitalizing on something completely free – word of mouth marketing through social networks. 54 percent of U.S. travelers discuss their trips and travel experiences on social media. Half your customers are discussing the experience at your attraction with their friends and family. Are you interested in building that percentage for your business? Enhance your brand’s story online by focusing on the three recommendations below. 1. Make Participation Easy If your customers have to dig to find your Twitter handle, they’re working too hard. Keep a few subtle signs – at the reception desk or hostess stand, near your newest buzz-worthy feature, next to the elevators - to alert travelers of how to talk about your brand. Bonus tip: Don’t discount QR codes just yet. Sometimes searching for a company on Facebook can cause frustration, and a QR code can take them right there. For Twitter and Instagram, you can use minimal signage to display your username. 2. Reward Interaction Did someone give your restaurant a shout-out on Twitter for your new menu options? Did a customer just The Monthly Newsletter of the Missouri Division of Tourism The Travel Van H&L Partners You may have noticed that fewer of your travel brand’s fans are seeing your Facebook messages. This death of organic reach has been a long time coming and now that it’s here, the online water cooler talk has gone from informative to angry . However, to be fair, social media has never been a free lunch. Even if your destination never placed a paid ad on a social media channel, certainly staff time and content investment played a major role in supporting your channels. Facebook is not the only social media channel that is putting serious effort into creating paid media opportunities or monetization strategies. Consider the 15 new ad products Twitter launched in April or the long-term advertising relationship Instagram is building with Omnicom. These paid advertising opportunities are a gold mine for social media apps like Facebook, who saw their ad sales jump 82%, to the tune of $2.27 billion for Q1 2014. As these sales make Zuckerberg’s heart swoon, they are also an exciting opportunity for travel brands that spend the bulk of their budgets on paid media, particularly as social media advertising is bundled into programmatic online ad buys. If you’re not familiar with programmatic buying, at its heart it is just a software system that places ads based on many variables, targeting data points and bidding Director’s Message SteadyRain Digital Clarity 1 May 2014 Continued on Page 2 ... Continued on Page 4 ... Continued on Page 2 ...
Transcript
From welcoming a record number of visitors and launching a successful marketing campaign to rebranding the Missouri Division of Tourism, we’ve enjoyed many successes in the past year.
But our work has only just begun. Looking ahead, we will continue to build on current program and promotion success while strategically expanding our marketing efforts.
We’ll continue to focus in those markets where research has shown the greatest return on investment, while stretching into new markets with integrated marketing strategies. Over the last two weeks we have been working with Missouri DMO partners to increase their exposure to potential new travel customers, especially those from international markets. MDT staff has been joined by video crews from BRAND USA and Miles Media to shoot new spring video. These partners have jumped in feet first to some of these exciting new opportunities matched by the power
In a world of expensive media spend, your tourism brand could be capitalizing on something completely free – word of mouth marketing through social
networks.
54 percent of U.S. travelers discuss their trips and travel experiences on social media. Half your customers are discussing the experience at your attraction with their friends and family.
Are you interested in building that percentage for your business? Enhance your brand’s story online by focusing on the three recommendations below.
1. Make Participation Easy
If your customers have to dig to find your Twitter handle, they’re working too hard. Keep a few subtle signs – at the reception desk or hostess stand, near your newest buzz-worthy feature, next to the elevators - to alert travelers of how to talk about your brand.
Bonus tip: Don’t discount QR codes just yet. Sometimes searching for a company on Facebook can cause frustration, and a QR code can take them right there. For Twitter and Instagram, you can use minimal signage to display your username. 2. Reward Interaction
Did someone give your restaurant a shout-out on Twitter for your new menu options? Did a customer just
The Monthly Newsletter of the Missouri Division of Tourism
The Travel VanH&L PartnersYou may have noticed that fewer of your travel brand’s fans are seeing your Facebook messages. This death of organic reach has been a long time coming and now
that it’s here, the online water cooler talk has gone from informative to
angry. However, to be fair, social media has never been a free lunch. Even if your destination never placed a paid ad on a social media channel, certainly staff time and content investment played a major role in supporting your channels.
Facebook is not the only social media channel that is putting serious effort into creating paid media opportunities or monetization strategies. Consider the 15 new ad products Twitter launched in April or the long-term advertising relationship Instagram is building with Omnicom.
These paid advertising opportunities are a gold mine for social media apps like Facebook, who saw their ad sales jump 82%, to the tune of $2.27 billion for Q1 2014. As these sales make Zuckerberg’s heart swoon, they are also an exciting opportunity for travel brands that spend the bulk of their budgets on paid media, particularly as social media advertising is bundled into programmatic online ad buys.
If you’re not familiar with programmatic buying, at its heart it is just a software system that places ads based on many variables, targeting data points and bidding
May 3-11, 2014National Travel and Tourism WeekNationwide
June 1-3, 2014MACVB Annual ConferenceLake of the Ozarks, Mo.
June 1-5, 2014TAP DanceReno, Nev.
June 8-11, 2014PRSA Travel & Tourism ConferenceTampa, Fla.
June 30, 2014Mo. Tourism Commission MeetingJefferson City, Mo.
July 21-23, 2014DMAILas Vegas, Nev.
Aug. 7-17, 2014Missouri State FairSedalia, Mo.
Aug. 22-26, 2014SYTA Annual ConferenceToronto, Canada
Coming Events
of the BRAND USA co-op.
Thanks to tourism industry partners in Ste. Genevieve, Springfield, St. Charles, St. Louis, the Branson Show League and the Branson Airport, Hannibal, Kansas City, Cape Girardeau and Carthage
for their willingness to work with us on this fun campaign.
With everyone’s help and partnership, together we will continue to increase inbound travel to Missouri, build jobs and strengthen the economy. And we will have new personalized spring videos to help us tell the story!
Director’s Message Continued
Have you ever wanted to explore the great outdoors but didn’t know where to begin? Does your family want to make s’mores over a campfire and sleep under the stars? You’re in luck! Missouri State Parks is teaming up with The North Face’s Explore Your Parks Program to teach families to learn to camp.
This summer, 32 families will have the opportunity to participate in the program, which will be held at four different Missouri state parks during June. Workshops will be held at the following locations:
June 7-8 - Onondaga Cave State Park, LeasburgJune 14-15 - St. Francois State Park, Bonne TerreJune 21-22 - Weston Bend State Park, WestonJune 28-29 - Long Branch State Park, Macon
Families participating in the Learn2 Camp program will have access to camping equipment, instructors to teach basic camping skills and a campsite in a state park campground.
The application deadline is May 11 at 5 p.m. To apply to be a lucky Learn2 Camp family or for more information on the program, go to MoStateParks.com/learn2camp.
State Parks Offers Learn2 Camp Program
Instagram a lovely photo of your hotel lobby? Thank them.
Better yet, give them something to make their trip more enjoyable – a room upgrade, a free dessert, a coupon to visit again. Most likely, they will respond and thank you for enhancing their trip.
More importantly, their network will see.
You don’t need to do this for every customer. There are moments when you should respond to the little guys on social media, and obviously, you should pay attention to influencers experiencing your brand.
3. Don’t Fear Negativity
Every brand has the potential to encounter complaints on social media. However, tourism organizations can greatly benefit from their natural customer service capabilities to handle these situations. Your company wants to ensure your customers have the best trip ever,
right? Make that effort public, and your brand can actually build customer loyalty and gain potential customers through the dissatisfied customer’s social network. Provide a happy ending for a bad situation by responding immediately, fix the issue at hand to the best of your ability and follow up with the customer to ensure their satisfaction with your brand. By quickly responding to negative posts and showcasing a public effort to rectify issues, you enhance customer support and increase your brand’s potential to gain a tremendous amount of followers. 4. Increase Your ROI Yes, social media management takes time. However, it doesn’t require out-of-pocket costs, and its potential for return on investment is significantly higher than traditional media. Build a framework for social media interaction using the three steps above and then let your customers write the outlined brand story for you.
We need your help. We’re depending on you to help us recognize those tourism industry professionals who have significantly impacted Missouri’s tourism economy this past year. Whether you make one nomination, or a select few, your nominations are essential. The deadline for nominations is May 30, so please send yours in today!
Awards will be presented in October at the Missouri
Governor’s Conference on Tourism. Help us celebrate Missouri’s tourism industry stars by submitting your nominations now.
Click here for information and a nomination form. All nominations must be postmarked by May 30, 2014, to be considered. Please contact Lori Simms at (573) 526-8027 or [email protected] for assistance.
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In early April, Tracy D. Johnson joined the division as Executive Liaison. Johnson fills the position vacated by Ebonee Woods who joined the 100 Missouri Miles team.
Originally from Crystal City, Tracy completed her undergraduate degrees from the University of Missouri in Columbia with a Bachelor of Arts in Women’s & Gender Studies and Political Science. She obtained her law degree from Mizzou in 2013 and has successfully been admitted to the Missouri Bar. In 2013, Johnson was awarded the Mizzou Inclusive Excellence Award from the Chancellor’s Diversity Initiative for her work with minority student organizations within the law school. She has worked with Mid-Missouri Legal Services Corporation where she practiced Missouri landlord/ tenant law, the University of Missouri School of Law Office of Diversity Outreach and Initiatives, the Missouri Department of Economic Development conducting legislative analysis and the Missouri Senate where she
served as the deputy chief of staff for former tourism commissioner Sen. Maida Coleman (now director of the Missouri Workforce Investment Board with the Division of Workforce Development).
Tracy has quickly become a valued member of MDT’s Executive Leadership Team. Outside the office, Johnson enjoys a regular game of sand volleyball, hitting the dog park with her Shih Tzu Jaxon Boone, and fancies herself an amateur cake decorator. Tracy’s contact information is [email protected], or 573-751-3051.
Brittney Mormann has been hired as the Community Development Representative to work with the Promote Missouri Fund Cooperative Marketing Program, replacing Tracy Otto who assumed a new position at the Public Service Commission. Brittney will re-join MDT on May 27 (she worked as a communications and social media intern for MDT last summer assisting with writing projects regarding Missouri attractions and destinations.)
Brittney received her Bachelor of Science in Business Administration in Marketing from the University of Central Missouri
in December of 2013. She has been working as an Admissions Representative for UCM, recruiting students and connecting business owners to the “Discover Warrensburg” marketing efforts. Her past experience includes work as a personal banker at Dickinson Financial Corporation – Academy Bank, a division of the Armed Forces Bank.
A past Girls State attendee, Brittany was consistently on the Harmon College of Business and Professional Studies Deans List, and received the H. Lawrence Cowan Memorial Award and the Tolivar H. Franklin Scholarship. An active member of Delta Epsilon Iota Academic Honor Society she has served in various leadership roles supporting their pursuit of academic excellence and providing members with a forum for leadership, community service, and valuable insight into career development issues.
Don’t Forget!Submissions to appear in the 2015 Official Missouri Travel Guide are due by June 6, 2014. Submit or update at Industry.VisitMO.com.
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Hood Recognized for Helping Families of Service MembersKaren Hood, CTIS, Pulaski County Tourism Bureau & Visitors Center marketing relations manager, was recognized as Community Supporter of the Quarter by the United States Army Maneuver Support Center of Excellence. In an Appreciation of Excellence Award Ceremony held last month, Hood was presented a certificate of appreciation by Maj. Gen. Leslie C. Smith, Maneuver Support Center of Excellence and Fort Leonard Wood commanding general, and Command Sgt. Maj. Terrence Murphy.
Hood was selected for this honor due to “the tremendous support she has provided and continues to provide to our service members and their families. As the Pulaski County Tourism Bureau and Visitors Center marketing relations manager, Karen has made Fort Leonard Wood a tourist destination and in the process, helped tell the Army story to countless visitors. From the countless reunion tours she coordinates, to the events and activities she helps facilitate, her
work on behalf of the Fort Leonard Wood community and Pulaski County is truly exceptional,” said Smith.
Hood has been working with group travel planners and military reunion coordinators on behalf of the Pulaski County Tourism Bureau since 2008. In 2011, Hood completed the American Bus Association’s Certified Travel Industry Specialist Program through Indiana University-Purdue University Indianapolis.
Upon receiving the Community Supporter of the Quarter award, she said, “I am very proud and honored to receive this recognition. I work with United States Army Maneuver Support Center of Excellence on a regular basis, and together, we ensure that motor coach tours and military reunions visiting Pulaski County, Missouri have an excellent experience at Fort Leonard Wood. Many tour operators and coordinators have remarked their experiences here have exceeded their expectations and they were
blown away by our county’s hospitality and friendliness. I love being the ‘boots on the ground’ for these folks and look forward to facilitating many, many more military reunions for our country’s greatest asset - our veterans.”
The quarterly event is intended to reward those who support the principles of the Army Values through outstanding achievements, volunteerism, acts of selfless service, initiative and creativity. It also recognizes the surrounding communities that support the post.
Got a news item for us to include next month? Send details and contact info to: [email protected]
algorithms. For those who grew up using Facebook, programmatic buying is a native language. That’s a good thing, since ad products like FBX, which run on Facebook, can be rolled into a programmatic buy.
According to a Q3 2013 advertising trends report, “Total social media advertising is expected to increase 35 percent in 2013, 35 percent in 2014 and 32 percent in 2015,” the report said. “We are attributing the growth in 2014 and 2015 to the rise
in programmatic social buying that will begin to take hold.”
Programmatic in social media becomes even more interesting when the second-screen experience is taken into consideration. For example, Optimal is rolling out a technology called Open Signals that takes third-party data and uses it to inform ad delivery within Facebook. That means a travel brand could set an ad to appear in someone’s feed within 2 seconds of a TV commercial starting. Or a major attraction could trigger newsfeed
ads to appear in a given geography if that attraction had lower-than-average foot traffic that day.
The moral of that story? Social media is not only a valid touch point for your customers and visitors, it’s becoming more and more important to the overall online paid media landscape. So, the next time you make the conference rounds, make sure to talk up your social media channels, their value and how you’re incorporating those channels into your overall paid media strategy.
The Travel VanContinued
Karen Hood receives the certificate of a ppreciation from Maj. Gen. Leslie C. Smith and Command Sgt. Maj. Terrence Murphy.
Make plans to Show Your Spirit in St. Louis this October - Oct. 7-9 to be exact - for Missouri’s 46th annual Governor’s Conference on Tourism! The newly renovated Renaissance St. Louis Airport Hotel is this year’s conference headquarters. Reservations are ready for booking – just click here to reserve your room at the $95 conference rate.
Glen Echo Country Club will be the site for the Missouri Golf Day tournament Oct. 7. This historic venue, the oldest private 18-hole golf course west of the Mississippi, is consistently rated as one of the state’s best and among the most challenging around.
Don’t worry if you’re not a golfer. You can take a tour of some of St. Louis’ most interesting places instead! We’ll end the first day with a rollicking good time at the Welcome Reception, sponsored by SteadyRain, with transportation provided by the St. Louis CVC.
Start your Wednesday with friends, both old and new, at the Missouri Travel Council- sponsored breakfast and exhibitor tradeshow before heading to the first of many informative educational sessions. Greg Stubblefield, Peter Pantuso and Katie Steele Danner will lead with a lively keynote session.
Greg Stubblefield, chief strategy officer and executive vice- president, Enterprise Holdings and president, National & Alamo Rent-a-Car, serves on the U.S. Travel Association’s Board of Directors, the U.S. Travel and Tourism Advisory Board and chairs the Board’s Marketing, Outreach and Coordination subcommittee. He leads the strategic growth of the Enterprise, National and Alamo
brands, as well as the expansion of the company’s global franchise network. Also, he oversees Enterprise Holdings’ Marketing & Communications organization and the company’s global sustainability strategy.
As president of the American Bus Association (ABA), as well as the National Bus Traffic Association and the American Bus Association Foundation, Pete Pantuso manages the association’s daily operations, including government affairs; policy; communications; meetings and education programs; publications, including ABA’s award winning magazine, Destinations; membership programs and budgeting and personnel.
Katie Steele Danner, director of the Missouri Division of Tourism, has emerged as a trusted expert on the travel and tourism industry in Missouri. Director since 2009, she is responsible for shaping the division’s strategy and vision with the ultimate goal to grow market share by drawing more visitors – and the spend and tax revenue they generate – to and within Missouri.
At the conference, be ready for an interactive and engaging 90- minutes of fun, and education, with generational expert Hannah Ubl on Thursday! A millennial herself, Hannah is passionate about helping people of all ages understand one another. A graduate of Boston University (she studied advertising and environmental science,) Hannah heads up BridgeWorks’ social media efforts. She is an avid researcher, uncovering valuable tips and actionable solutions for multi-generational workplaces.
Also, we listened to what several
2010 conference attendees had to say about Randy Dean:
“Wonderful, useful, energetic, practical”“Randy was excellent and info was useful for everyone thanks!”“Great info and great speaker. Would like to hear more.” “Outstanding! Great material; even better presentation; please have back!”
So … Randy Dean, MBA, author of the Amazon best-seller, “Taming the E-mail Beast,” and professional speaker and sought-after expert on time, e-mail and technology management, will make a repeat conference appearance for what we know will be an energy-packed, highly informative session! We hope this sneak peek at some of the activities and professional speakers offered at this year’s Missouri Governor’s Conference on Tourism will entice you to Show Your Spirit with us in St. Louis this October!
Be Sure to Mark Your Calendars For the 2014 Missouri Governor’s Conference on Tourism
