Tourism Marketing for Beginners

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Tourism Marketing for Beginners
Presentation by Jana Prewitt Seventh Generation
Strategies
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(No Transcript)
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Keys to Great Tourism Planning

• Organizational development
• Get organized, recognized and
• funded
• Community Involvement
• Build interest support among
• members
• Tourism product development
• Assess, create and enhance tribal
• assets, traveler services and infrastructure
• Tourism product marketing
• Market tribal resources to the right people
• in the right places at the right times

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Marketing Starts with a Plan

• Set goalswhat you want to accomplish?
• Do internal research--product, business,
• service inventory and gap analysis
• Who is market ready?
• What are they offering?
• Season and hours? Can they discount price?
• What are you missing?
• Do external research
• Identify your potential market targets
• Who is already visiting? Age, income, geographic
  origin? Where do they stay, when, how long, doing
  what while visiting, wanting what else?
• Who is interested in coming? (Use the research of
  otherscountries, states, attractions.

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Elements of Tourism Marketing

• Market research
• Package development pricing
• Advertising promotion
• Public relations and media

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Glossary of cultural marketing terms

• Learn the language of tourism
• http//www.arts.state.tx.us/toolkit/tourism/templa
  tes/glossary.asp
• OR
• http//www.cac.ca.gov/ami/ct/terms.php

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Step 1Build action group

• 5-7 people
• Marketing, public speaking, writing, art and
  graphics, web design, printing, advertising,
  organizing events, grant writing, tourism,
  cultural heritage
• Will, able, respectful of others
• Commitment
• Team player
• Meet own needs/get work done
• Views consistent with balancing community needs
  and tourism development

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Step 2 Do Tribal Assets Inventory

• Compile a list of the tribes natural, cultural,
  historic, recreational and human assets
• Sample tribal visitor asset inventory pg. 17
• Inventory Summary Worksheets, pg. 19
• Get outside and get lots of people involved
• do windshield tours
• Use the list (later) to develop projects
• Improve community quality of life
• Attract and satisfy visitors

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Step 3--Conduct Resident Attitude Survey

• Find out what tribal members really think about
  tourism benefits and costs
• Test the best ideas that come out of the
  community inventory
• Determine what areas are desirable to share or
  too sensitive to share with visitors
• Give the survey to newspapers, radio stations,
  local businesses place in high traffic
  gathering places
• Actively encourage friends, relatives to complete
  the survey

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Step 4a Analyze your current and nearby markets

• Successful marketing analysis will tell you
• Who is already visiting and what they do.
• Kinds of visitors that are likely to visit if
  they are targeted
• Where marketing will do the most good
• What will help maximize visitation without
  further development
• What you already have you need to help protect,
  enhance and promote?

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ResearchI.D. Target Markets

• Conduct visitor surveys at tribal
  attractionscasinos, visitor centers, attractions
  to find out who your customers are today.
• Offer incentive of some kind to fill out and turn
  in while on premises.
• Example of visitor survey in Tribal Tourism
  Toolkit
• Use available research
• State tourism research
• CanadaTravel Activities and Motivation Surveys
  by Lang Research
• National surveys of Canada and U.S. with
  statistics on tribal visitation interest
• U.S. Travel and Tourism Industries

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Step 4bAnalyze your market potential

• Proximity from major population centers
  proximity to interstates, major roads, reasonably
  priced airfare
• Number of people traveling through or near tribal
  land
• Tribal attractions and events
• Hospitality facilities that support those
  attractions and eventsrestaurants, motels,
  campgrounds, marinas, visitor centers
• Promotion strategy used to target market for
  tribal attractions and events
• Visitor cost to travel and stay with or near you
  overnight.
• Competitionwho else is pursuing your target
  markets

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Step 5Analyze Project Impacts

• Look at each project for potential negative
  impacts and ways to mitigate, minimize or
  eliminate them.
• Work with your own natural resources folks
• Sample analysis available from Community Tourism
  Handbook, Western Rural Development Center,
  Oregon State University, Corvallis, Oregon.
• EPA, USDA Rural Development and National
  Resources Conservation Service can help.

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Mapping out success

• Set goals rank by priority
• Express quantitatively
• Specify target, time lime
• Example Goal Increase overnight stays from
  Minneapolis/St. Paul visitors by 5 over next two
  years.
• Example Goal Increase successful large seven
  day group tours from UK from two to ten over the
  next two years.

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Step 6Sales Test Marketing

• Give presentations to tribal groups followed by
  discussion periods and get informal validation of
  your draft
• (Dont call anything a draft plan until the
  tribal groups have weighed inuse concept
  paper or project ideas, etc. )
• Record attendance and results.
• Share results with the media.

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Step 7Get endorsement

• When the action group determines there is enough
  community support, make presentations to
  individual elected officials and get on the
  agenda for the tribal council or board meeting.
• Seek formal endorsement from the tribal
  government for the tourism plan.
• Keep modifying your plan until it is accepted and
  endorsed.

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Mapping Success

• Plot strategies (mixes) for different market
  segmentshow to reach potential visitors in the
  most cost effective method possible
• Set budget for each
• market segment strategy
• Implement
• Evaluate and correct

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Most Effective Media

• Internet
• National Geographic
• Travel Magazines
• Travel sectionsnewspapers
• General interest magazines

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Packaging Timetable
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Major International Tourism Trade ShowsMarket
Your Package

• USA
• NTA Annual Convention (National Tour
  Association), USA, November
• United States Tour Operators Association, USA,
  December
• ABA Annual Convention (American Bus Association),
  USA, February
• Rendez-vous Canada, Canada, May
• International Travel and Leisure, Montreal,
  Canada

• Europe
• World Travel Market, UK, November
• ITB, Germany, March
• Rendez-vous Canada, Saskatoon, Saskatchewan, May
• Asia-Pacific
• JATA World Travel Fair, Japan, September
• Kanata, Japan, October
• China International Travel Market, Shanghai,
  China, November

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THANKS FOR COMING

http//nathpo.org/projects.html