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COVID-19 - Restarting, Transitioning and ResilienceDOMESTIC MARKETINGWEBINAR FOUR Wednesday 5th August, 2020. 3pm1
TOURISM INDUSTRY BUSINESS CAPABILITYDEVELOPMENT PROGRAMStage One - Whole of State Webinars This is our final webinar in our series of 4 webinarsOne-on-one Online Coaching Four free 60-minute one-on-one online coaching sessions availableto eligible tourism and hospitality businesses2
MODERATOR: Sofie FormicaPANELISTS:Amanda Kruse Success MatrixLiz Ward Tourism TribeKrista Hauritz Krista Hauritz Tourism Events3
THE ROLLERCOASTER EFFECTHere we go again– back to Intrastate and Local SOURCE: Deloitte Access Economics, Tourism Research Australia4
“FAIL TO PLAN – PLAN TO FAIL” Benjamin FranklinHAVE YOUR EARS AND EYES ON YOUR TARGET IT’s MOVING EVERY WEEK!!! Who’s your perfect guest – per profile and market What’s your perfect product offering – per profile and market What’s your perfect package/bundle Where’s your perfect target markets – BACK TOQUEENSLANDERS LOCAL DRIVE!!!! Who’s your perfect partners – think Self drive - packages Who shares their stories of you – think everyone Social PR Who else has your perfect guest –use their database Where are they looking booking What is your USP and your Elevator Pitch – per profile Market5
‘USP’ UNIQUE SELLING PROPOSITIONMake yourself unique differentiate - This makes your USPQueensland owns the REEF – what’s your HOOK into it!6
SHOW ME THE MONEY!7
GETTING THE PLAN OF ACTION RIGHTDOMESTIC MARKETING STRATEGYWhat do you want to achieve?TARGET MARKETSGet out the map and join the dots.Content.Footage.Images.Influencers AmbassadorsDigitalWebsiteSEOEDM(think emotion)RTO,LTO, TEQ,TA,TRADESocialMediaMEDIA MIXcombining the right ingredients.Events,Promotions CompetitionsMainstreamMediaMedia PR –famils,content,imagesPersonalSelling8
TIP“Simplicity Consistency isKING of cut through.Sometimes you justgotta share it,repeat it and repeat andrepeat it againbefore they see it”.9
CASE STUDY – Queensland’s Granite Belt10
THE RECIPEStrategyTargetMarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct11
TARGET MARKETSStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct12
THE CAMPAIGN STRATEGIES “My Happy Place” “Behind Closed Doors” “Granite BeltDelivered” When we say“agile” we meantodaySocial EDM Direct Marketing (EDM) Dining, tours Nature experiences Book ahead –spring summer Events Industry trainingStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct13
UNDERSTANDING MARKET TRENDSI WANT TO BREAK FREEG I R R AW E E N N AT I O N A L PA R KStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct14
StrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct15
StrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct16
PARTNERING TO “GROW THE PIE”100 tourism businessesStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct17
SOCIALISEStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct18
WHAT DOES AGILE LOOK LIKE?StrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct19
DIGITAL SOCIAL MEDIAStrategyTarget MarketsDestinationProfileMedia PRMaximisePartnershipsDigital, Social Direct20
PROMOTIONS21
PARTNER AND EVERYONE WINS22
PROMOTIONS DRIVE MARKET23
ATTRACTING NEW CUSTOMERS FROM BRISBANE24
WHAT COULD YOUR FREE PR PROMOTION BE?25
ONLINEENGAGEMENT26
THE QUALITY OF OUR CUSTOMER’S ONLINE EXPERIENCE ISCRITICAL TO OUR SUCCESS85% of travelers usemobile devices to booktravel activities74% of travelers usesocial media whiletravelingOver 1 million travelrelated hashtags aresearched every week60% of consumersinfluenced by CGC whenplanning travel vsprofessional brandimages only 19%Approx 75% of travelfollowers are likely totake action on videosthey seeFacebook and Instagramare seen by travelmarketers as mosteffective for targetingnew audiencesSource: tics27
BUILD TRUST WITH YOUR FOLLOWERS AND WEBSITE USERS28
REACH VS ENGAGEMENT29
MUST KNOWS FORENGAGING CONTENTAND MESSAGING30
YOUR MARKET IS NOT EVERYONEWebsite Homepage Products Landing pages Blog postsEmailMarketingSocial Products and content tomeet needs Customer data Segment your database Guided user journey Content themes Entertain, educate,engage, sell31
Thedorchester.com.au32
Experiences Lead Decision MakingMake iteasy toengage onyourcustomer’sterms33
Know What Problems You’re Solving for Your Customer34
Gibsonspetfriendly.com – lead magnet example35
A genuinely useful piece of content36
A genuinely useful piece of content37
Content That Solves Problems - blogging38
DON’T BE HOT AND COLDCONSISTENCY IS KEY Top performing Facebook Pages post 1.5 times daily Top performing Instagram accounts post twice daily In tourism the top 35% of the industry post at leastfour times per week, consistently Aim for daily posts39
DON’T FALL BEHINDGET CREATIVE & EXPERIMENTVideo 1cSOjP9C/40
Photos with eyes, food, nature41
Get creative with Canva.com42
DON’T JUST TALK ABOUT YOUR BUSINESSYOUR POSTSBALANCE IN43
Inspire and entertain me44
Help me to plan and educate me45
Engage me – invite me to the conversation46
Offer me a great deal47
THANK YOUAny further questions: workforcedevelopment@qtic.com.au48
TOURISM INDUSTRY BUSINESS CAPABILITYDEVELOPMENT PROGRAMStage One - Whole of State WebinarsStage Two – CoachingTo view the recorded webinars and register for online coaching visitqtic.com.au49
THANK YOUThis initiative is proudly funded and supported by the Queensland Government through itsTourism Industry Business Capability Development Program.50
TIP “Simplicity Consistency is KING of cut through. Sometimes you just gotta share it, repeat it and repeat and repeat it again before they see it”. 9. CASE STUDY –Queensland’s Granite elt 10. THE RECIPE Strategy Target Markets Destination Profile Media PR Maximise Partnerships Digital, Social Direct 11. TARGET MARKETS Strategy Target Markets Destination Profile Media PR Maximise .
