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 tothe Olympic Peninsula”

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

The Marketer’s ToolboxA. 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

Electronic Publications

www.seattledining.com

The Marketer’s ToolboxTelevision 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)

All traffic driven to campaign website

Lodging specials offered by partner venues

Promotes drawing for weekendgetaway (donated by partnerbusinesses); takes user to enter towin page; database collects datafor future marketing

KING generates report detailing# of openings & click-thrus

Permission-Based Email

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

Marketer’s Tool BoxBroadcast Radio/Digital Applications:

• Streamed Ads

• Video Pre-Roll

• Text Campaigns

• Podcasts

• Electronic Newsletters

• Promotional Opportunities (Contesting; Giveaways)

Marketer’s Toolbox

B. Social Media A group of Internet-based applications that allow the creation and exchange of

“User-Generated Content”

BlogsPersonal website used by author to communicate anything he chooses to writeabout to readers. Can include photos & links. Entries dated, time-stamped &archived. Public comment sections facilitate conversation. Syndicated tosubscribers via RSS Feed (distribution tool).

FacebookSocial 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.

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

• Embed video from your YouTube Channel on your website, Blog, Facebook page, etc.

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.

Marketer’s Toolbox

Email Marketing Letters to Niche Groups w/ Special Offers

www.constantcontact.com

Press Releases