TOURISM MARKETING

Janna PatrickArts & Communications Coord./PIO

TOURISM MARKETING

• What is tourism marketing?Tourism marketing involves product development, location and pricing.

• Develop the brand identity first. The brand is who you are and the slogan is what you do.

• Example : Conroe

Urban Jewel in the Piney Woods

TOURISM MARKETING

• Develop the brand and build it. Public relations and advertising maintain it’s position. PR lays the foundation and advertising moves the communication.

• Intangibles & tangibles in tourism marketing.• Add marketing resources and services or

products to meet customers needs.Example: Online Visitors Guide, maps, collateral print brochures

TOURISM MARKETING

• Focus on a demographic most likely to buy the product rather than a mass market.Example: Product development in Downtown Conroe is the Arts & Entertainment District with 3 theatres, 4 art galleries, 3 restaurants and some retail. The Cultural tourist is the target demographic and families.

• Develop a product that is unique and shows a differiention from other cities.

TOURISM MARKETING

• You have to sell a tourism experience or promise.

• A promise is established through consistent messaging, reinforced by a strong brand delivery and the community must embrace it.

• It must project a unique identity and character.

• For every hour traveling to a destination, you must have 4 hours of entertainment.

Rogar Brooks Destination Development

TOURISM MARKETING PLANFirst 3-5 Years

• Develop a themed branding campaign• Design and maintain a tourism website• Create a consumer marketing & PR campaign• Create a Visitor Information Center system• Add a limited number of off-season events Example: Over 11 non-profit arts organizations

produce a season every year in Conroe.

TOURISM MARKETING

• The result of good product development relative to tourism means local business organizations, and events gain revenue from enhanced marketing support.

• The city gains an increase in lodging and sales taxes.

• Tourism in Texas is economic developmentIn providing the product to create jobs

TOURISM MARKETING• Tourism must have a uniqueness & memories• Three types of memory that is :

1. What we expect to happen (pre-memory)2. Ability to show positive quality product perception.3. Word of mouth is an example of post memory which is extremely important.

Dr. Peter Tarlow – Texas A & M University

TOURISM TACTICS

• Mobility Marketing through Smart PhonesText to a phone number that advertises your event complete with a map, schedule and event informationTargets 18-40 years old and 50 years oldTrack where they are coming from through information they give when they sign up.

TOURISM TACTICS

• Website – Start posting your event 90 days before the event starts.

• Radio – 2 weeks before your event, no less that 21 spots per week. Use the radio station your demographic listens to.

• TV- Public Access Channel & Public Affairs shows on community activities is offered free of charge in most cities.

• Call ABC Faces and tell them about your event

TOURISM TACTICS

• Volunteer Participation Kickoff a volunteer event to recruit Work with different ages and put them where

their strengths can shine Thank them and give them ownership

Do a post event analysis and ask them what went right and what went wrong.

TOURISM MARKETINGEvents In Conroe

.

• Conroe Cajun Catfish Festival – 2nd weekendIn October – Over 20 Years Old

• Conroe Christmas Celebration – 2nd weekendin December

• First Thursday FREE Concerts April to Sept.• KidzFest – FREE – For Kids of all ages - April

TOURISM MARKETING

• Resources – Dr. Ray Perryman State of Texas - Cultural Tourism Report

• TELP – Texas Event Leadership Program Texas A & M University – Certified Event TrainingWill provide secret shoppers to your event at no cost to give feedback on your event.

• IFEA – International Festivals & Events

TOURISM MARKETING

• Log onto www.cityofconroe.org, visitors, calendar for more info.

• Janna Patrick – jpatrick@cityofconroe.org936 522-3025

Improving Abilene’s Quality of Life Through Travel & Tourism

MISSION: HEADS IN BEDS

Tourism in the World

• WORLD’S largest service industry.

• Employs 235 MILLION people.

• 9.2% of the Global GDP.

• 1 in 9 are employed in travel & tourism in U.S.

• $113 BILLION in tax revenue.

• #1 U.S. export with$22 BILLION trade surplus.

Tourism in America

You could fill the Cowboy Stadium 126 TIMES with people directly employed in the U.S. Travel Industry!

You could fill the Rangers Ballpark nearly 11 TIMES over with TEXANS directly employed in the Travel

Industry.

San Antonio

61,700 JOBS $134 MILLION LOCAL

TAX REVENUE

Abilene

3,480 JOBS $6.1 MILLION LOCAL

TAX REVENUEAustin / Round Rock

45,000 JOBS $99 MILLION LOCAL

TAX REVENUE

Houston / Baytown / Sugar Land

112,900 JOBS

$248 MILLION LOCAL TAX REVENUE

Ft. Worth / Arlington

62,700 JOBS $78 MILLION LOCAL

TAX REVENUE

Dallas / Plano / Irving

80,600 JOBS $211 MILLION LOCAL

TAX REVENUE

Traditional Industry vs. Travel Industry

To MarketsMove Products

Move Markets To Products(destination)

Convention & Visitor Bureau FundingHotel Tax

City, 7-9%

State, 6%

Venue, 2%

Mun

icip

ality City Dept.

Chamber Tourism Promotion

Sales

Service

AdvertisingIndependent

Destination Marketing Organizations

One Way That We Sell & Serve…

BENEFITS OF SOCIAL

MEDIA

Helps SEO

Increases Brand

Awareness

Builds Relationships

Empowers Followers

Crisis Management

Why Are We Doing All This?

• Food & Travel are 2 industries that MUST be on social media.

• Mobile usage will trump desktop usage by 2014 (if not sooner).

• 8% of all bookings will take place via mobile by 2012.

• 52% say that friends Facebook photos inspired their next trip.

What This Means…

Travel Matters

City & County Presentation Video

Best Advice?

TOURISM = EcoDev

Creates Jobs

An Income

Generator

Supports City

Services

$800 in Taxes

Generates Tax

Revenue

Contact InformationShanna Smith Snyder

Director of CommunicationAbilene Convention and Visitors Bureau

325.676.2556 (Office)shanna@abilenevisitors.com

@shannasmith@AbileneCVB

www.slideshare.net/shannasmithsnyder

TOURISM MARKETING

James KunkeCommunity Relations & Tourism Director

TOURISM MARKETING