Great Marketing Plans Great Marketing Plans Presenter: Bill Canter Tunica CVB Tunica, Mississippi Marketing Plan • What is it? – Roadmap to Success….. Marketing Plan • Who needs one? You need one if you….. • Want more Travelers..Tourists..Visitors • If you have Stakeholders…. • If you have Partners • If you want to develop Co-Op Relationships • Work with the State Tourism Office • Work with Regional Economic Developmenteg op • Work with Local CVB’s • Work with Tourism Development Marketing Plan Essential Elements • Mission StatementM • Situation Analysis • Competition Analysis • Market Segment Analysis • Goals • Actions Plans • Media* • Executive Summary Mission Statement • What is your purpose? • Short • Simple • Concise Mission Statement • What is your purpose? - Preserve – Protect - Enhance • The Intrinsic Qualities Mission Statement • “Drive the local economy through Tourism” Situation Analysis The Big Picture • Strengths – Weaknesses -Opportunities – Threats • Strategic Alliances… • Partners ..Stakeholders • Uniqueness • An Event / Activity / Festival • What worked – What didn t Strengths Strengths • Intrinsic Qualities • Partners / People / Knowledge • What you do well • What unique resources you can draw on • Competitive advantagesCompetitive advantages Weaknesses • What could you improve • Lack of Partners / People / Knowledge • Where do you have fewer resources than others • Competitive Disadvantages Opportunities • What Opportunities are open to you? • What trends could you take advantage of? • Niche target markets • Partnerships -Cooperative Opportunities • Seasonal Weather Effects Threats • Loss of a Key Asset • What trends or factors could harm you? • What threats do your weaknesses expose you to? • Economy • Seasonal Weather Effects Great Marketing Plan • Mission Statement………….Our Purpose • Situation Analysis……………Our Product Competition Analysis • Who is your competition? • Why are they competitors? – Location – Price – Services offered – Features and Benefits they offer – Differentiation Great Marketing Plan • Mission Statement……………..Our Purpose • Situation Analysis………………Our Product • Competition Analysis....Our Competitors Market Segment Analysis Visitors ..Travelers.. Tourists • Who is your customer? – Individuals – Groups - Leisure – Groups - Meeting & Convention – Groups - Social ( SMERF ) – Groups – SportsGroups Sports – RV Enthusiasts – Motorcycle Clubs – Domestic – International Segment Analysis Visitors ..Travelers.. Tourists • Characteristics • Demographics • Interests • Feeder markets…where are they from? Research Options • Research firms • On – Line • Industry Publications • Newspaper • Trade Associations • Surveys Information Sources • Questionnaires • Visitors Center Surveys • Exit Interviews • Telemarketing • Past Customers Internet Sources http://www.google.com/alerts – Google “alert searches” – Google “alert searches” • www.technorati.com -Real-time search for user-generated media (including weblogs) Make a Statement with Statistics • Economic Indicators • Past Performance – Traffic Counts – Revenues at Key Attractions – Admissions – Head Counts – Motor Coach Arrivals – Key Dining Locations Statistical Sources • Resources TIA – Travel Industry of America Privates Services Trade Publications Regional Economic Development State Dept of Transportation CVB or Chamber of Commerce Avenues for Targeting Tactics Avenues for Targeting • Advertising • Public Relations • Tradeshows • Direct Sales • Web Site • Direct Mail • Email Blasts • Print Collateral Advertising • Expensive • Limited Reach • Niche Audiences • Shelf Life • Many Options • Complicated Public Relations Compliments your Advertising • Target Your Message – Press Releases - Press Conferences – Publish to the Internet • FREE • More Credibility* • Self Serving Tradeshows • Sales / Bookings • Image • Relationship Building • Competition is there • Cost Effective Website www.(YourNameHere).COM • Do you have a web presence? • Provides travel information • Collects data.. – Email addresses – Links to partners and stakeholders websites – Creates remarketing opportunities Direct Mail • Snail Mail • It works..but – Slow – Expensive – Time Consuming – Labor Intensive – Becoming less cost effective E --Blasts • Enews letters – Able to target Larger Audience - Opt in for future emails or offers – Open rate is good - Hot links from Enews partner’s website – Hotlinks to your website – Electronic requests for more information – Very Cost effective Print • Brochures • Maps • Itineraries • Folders • Stationery • Post Cards • Mission Statement…………..Our Purpose • Situation Analysis……………Our Product • Segment Analysis………..Our Customers • Competition Analysis…..Our Competitors Goals • What do you want to accomplish? Goals are not activities – The end result is the Goal • Mission Statement………….Our Purpose • Situation Analysis……………Our Product • Competition Analysis…..Our Competitors • Segment Analysis………..Our Customers • Goals………………………Our Objectives ACTION PLANS • S SPECIFICS • M MEASURABLE • A ACHIEVABLE • R RELEVANT • T TRACKABLE Action Plans • List your tactics • Planned Media • Public Relations • Tradeshows participation • Advertising Great Marketing Plan • Mission Statement………….Our Purpose • Situation Analysis……………Our Product • Competition Analysis…..Our Competitors • Segment Analysis………..Our Customers • Goals………………………Our Objectives • Action Plans………………….Our Journey EXECUTIVE SUMMARY • PR TOOL • SALES TOOL • MARKETING TOOL Great Marketing Plan • Mission Statement………….Our Purpose • Situation Analysis……………Our Product • Competition Analysis…..Our Competitors • Segment Analysis………..Our Customers • Goals………………………Our Objectives • Action Plans………………….Our Journey • Executive Summary……Our Quick Read Great Marketing Plan • It’s a collaboration • It’s an ongoing work • It’s a live document Budget • Bill Canter • Tunica CVB • bcanter@tunicamiss.com