Marketing on a Shoestring

Ms Fiona Sweetman

Director

Hidden Secrets Tours

Marketing on a Shoestring

• Know your product.. (from the outside in)

• Know your own market

• Make use of students or research bodies

• Make the most of the regional bodies that market your region

Marketing on a Shoestring

• Be visible!

• Get your message right!

• Get a press release typed up

• Look after your database

Marketing on a Shoestring

Fiona’s tips for spending $1,000:1. Create a card / brochure - 1000 for approx $250 design

included

2. Register for a listing with Visit Victoria – approx $210

3. If you are in a regional marketing area... (eg. thatsmelbourne.com.au) usually free.. YOU MUST have a Web Presence!

4. Google Map your business... Free

5. Have a visitors book – good work of mouth! approx $30

Marketing on a Shoestring

Fiona’s tips for spending $1,000:6. Create a press release  - post 500 - cost approx $250

7. Offer to take famils (perhaps FREE) to your venue, site etc..  this will cost you ?... but should return 10 fold in the following 12 months.

8. Be visible… Networking… Maybe $300 pa – driving, gifts, drinks.

9. Take photos…. Even if they are not professional approx $50-$100

10. Brand your car – website and phone - approx $100 -$250  

Marketing on a Shoestring

Mr Chris Buckingham

Chief Executive

Destination Melbourne

Marketing on a Shoestring

• Build a plan – must understand your market• Accreditation through ATAP or other service providers• Join local tourism association/ chamber of commerce/

Tourism Alliance Vic and participate• Build your networks• Be prepared to give, but be strategic

Marketing on a Shoestring

• Online• Visit Victoria• Official Visitor Guides• Building your own website• Visitation and interest• Booking engines (accommodation)• Conversion

Marketing on a Shoestring

Ms Tish Black

Director

Robinsons in the City

Marketing on a Shoestring

Websites• Online representation is crucial and every business should have a

website. • (Cost – free on google or for around $2,500 you can have an

external design company create one for you)

Content Management of your Website • There are numerous advantages to being able to self manage all

the content on your website.• (Cost - one off fee - from $1,000 upwards, depending on the size of

your website. The larger the website the more expensive)

Marketing on a ShoestringSearch Engine Optimisation• Explore opportunities for greater exposure of your product or service.• (Cost – from $50 per month, depending on the level of support

required – up to $500 per month)

On Line Booking Engine• Customers want to be able to check availability of your product or

service, make a booking and receive a secure on line confirmation – immediately.

• (Cost – less than $100 per month + a one off set up fee which is approximately $250)

Marketing on a Shoestring

Channel Manager• A channel manager can save you time and increase yield.• (Cost – these costs can vary, however, mine is included in the on

line booking engine fee)

Third Party Websites• Effectively managing third party websites• Commission Structures (10% commissions to third party, minimal

or no commission on your own website)• Links (co-operative marketing - free)

Marketing on a Shoestring

E-Marketing• Keep in touch with your existing and prospective customers. • (Cost – approximately $300 for a professional html template that

you can self manage and change the content or free by creating a pdf attachment)

Marketing on a Shoestring

Questions

Recommendations from the floor