Redefining Your Advertising Toolbox

1
Redefining Your Advertising Toolbox

• Julie Morris
• Director of Marketing
• The Biltmore Company
• Tuesday, August 26, 2003

2
Spend time on target audience

• Understanding your current customers is only half
  the equation
  
• Tap into syndicated research resources to
  identify opportunity markets
  
• Beware of over-segmentation
• Develop targets based on behaviors, not
  demographics

3
Go beyond the buy specs

• Take the time to share important business
  information with media partners and make sure
  your agency is doing the same
  
• Communicate key business objectives
• Discuss what has worked and what hasnt in the
  past
  
• Review how the campaign will be evaluated
• Encourage creativity

4
Demand added value

• These days competition for resources is vicious
  and we all need to maximize the effectiveness of
  every dollar spent
  
• Push your agency and media partners to be
  creative in helping you extend your buying power
  
• Print bonus space in SIPs, travel service
  listings, sweepstakes and other marketing
  partnerships
  
• Radio/TV sponsorships and billboards, bonus
  units, promotions
  
• Out of home bonus locations, extensions on
  campaign period
  
• Online bonus impressions

5
Find creative ways to extend presence and broaden
reach

• Schedule added value units on hiatus weeks within
  a campaign
  
• Consider alternative media units
• 10 TV spots
• Traffic radio
• Newspaper inserts
• Explore cooperative advertising and promotion
  opportunities with relevant partners
  
• Investigate the advantages of doing media deals
  along ownership lines

6
Measure well and use it

• Focus on the measures that really matter
• Its not about impressions, but rather customer
  action
  
• Conversion versus inquiries
• Stop measuring things that arent actionable
• Drowning in data but starved for knowledge
• Create marketing programs that are flexible
  enough to adapt quickly to market conditions and
  allow you to shift resources from things that
  arent working to things that are

7
Dont overlook the low-hanging fruit

• Make every effort to interact with the customer
  who has expressed interest but has yet to buy
  
• Remember that in the travel business there is a
  land of opportunity between buying/booking and
  visiting. Use direct marketing tools to up-sell
  during this period