Petersburg Tourism Workshop

1
Petersburg Tourism Workshop March 29, 2001
Marketing 101 Tapping Tourism Dollars
2
Marketing Approach
Traditional
This is our product
To whom do wesell it and how?
Strategic
This is our target customer
What product development do we need?
3
Management Strategy
Quality
Profits
versus
Quantity
Numbers of Visitors
4
Why a Marketing Plan?
Establish Foundation for Selecting Strategies
Focus on Success
Provide and Communicate Direction
Develop Management Insight
Ensure Best Use of Limited Marketing Monies
5
Marketing Plan
1. Situation Analysis
2. Marketing Objectives Position Platform
3. Marketing Strategies and Action Plan
4. Evaluation
6
Marketing Plan
Customer
1. Situation Analysis
Competition
Product
2. Marketing Objectives
Position Statement
Measurable Goals
3. Marketing Strategies and Action Plan
Advertising
Price
4. Evaluation
Distribution
Measurement
Research
7
Situation Analysis
Environment in which you thrive or dive...
Industry activity, trends, forecast
Economic Situation
Local, Regional, National, Global
Legal, Regulatory Environment
Political Environment
Technological Environment
Social, Cultural Environment
8
Situation Analysis
Customer
Competition
Product
9
Research Sources
Doing your homeworkgetting the info.
Government
Trade Associations
Travel Industry Assoc. of America AK Travel
Industry Assoc. AK Wilderness Rec./Tourism
Assoc. Ecotourism Society
Local, Regional, National
Chambers, Visitors Bureaus
Small Business Development Centers
Universities
Research Firms
Competition
Internet
10
DCBD Research

• Alaska Visitor Statistics Program
• Resident Survey
• Regional Business Surveys
• Tourism Profiles
• Tourism Business Service Inventory

11
Using Research
Now that you have ituse it to your advantage!
Stays a few days Spends lots of money Isnt a
nuisance Doesnt destroy things Stays out of your
space Doesnt move in
Ideal Customer
Understand the needs and motivations of the
customer.
Because every other state, destination, and
business wants a piece of this customer, too!
12
Customer Analysis

• Needs motivations, expectations
• Communication
• Access
• Distribution networks

2000 Images IV Research Study 22.5 million U.S.
adults indicate a high interest in visiting
Alaska.
13
Customer Segments
Can you describe them by their characteristics
and needs?

• Local
• In-state
• Out-of-state
• Domestic
• International

Geographic

• Age, Sex
• Family life stage
• Income
• Education Occupation
• Ethnic background

Social Demographic

• Activities, interests
• Opinions
• Motivations, desired benefits
• Lifestyle
• Recreation equipment ownership/use
• Lodging requirements
• Level of independence
• Lodging and amenity preferences

Behavioral
14
Product Assessment

• Conduct thorough assessment of products and
  services you offer.
• Does product match your target visitors
  characteristics, needs, motivations, desired
  benefits?
• If so, explain how.

15
Competition

• Major Competitors
• Success factors
• Market Share
• Sales Performance Trends

16
Position Statement
For active individuals looking for adventure and
rejuvenation, Anglers Paradise provides
clients with a unique combination of recreation
access, experienced guides, and luxurious
and restful accommodations.
Designed to communicate to your desired target
market and based on the promises or product you
can actually deliver.
17
Revise

• Once you have assessed your products and the
  desired benefits of potential customers, some
  product modification may be required.
• If your product does not deliver the desired
  benefits, how can you change it to fit visitor
  needs? For example
• Timing of service
• Place of business, atmosphere
• Packaging
• Level of service (too much, too little)
• Hospitality
• Practices (conservation, recycling, etc.)

18
Communicate

• Tell potential visitors how you can fulfill and
  even exceed their needs.
• Your advertising should tell an interesting story
  and help the customer visualize the potential
  needs you will be able to meet and the benefits
  (they want) that you will be able to provide.

I can picture myself here
19
Review

• All of the communications your customer receives
  before, during and after the visit are important
  aspects of delivering the product and include
  hospitality and personal contact with the
  visitor.
• You should constantly review the messages you are
  sending your visitors.
• Aesthetics
• Ethics
• Service Quality
• Hospitality
• Ability to deliver

20
Follow-up, Evaluate, and Begin Again

• Follow-up is another necessary step in your
  marketing strategy.
• Quantitative Financial return on Investment
• Qualitative You need to make sure your customer
  is getting what he or she thinks is important.
• Conversations with Customers
• Observation and Listening
• Guest Surveys
• Exit Interviews
• Follow-up Post Cards

21
Summary

• Evaluate desired market and identify needs and
  desired benefits.
• Decide what benefits you can provide and the
  needs you can fill.
• Assess your product and its match with emotional
  benefits sought.

• Alter your marketing strategies, and if
  necessary, the product.
• Design appropriate communication strategies.
• Follow-up with the customer
• Start again.

22
Technical Assistance
State Office of Tourism Division of Community and
Business Development

• Caryl McConkie, Business Development, Planning
  Marketing
• 907-465-5478 caryl_mcconkie_at_dced.state.ak.us
• Aneta Synan, Community Planning Lands
  Management
• 907-465-3961 aneta_synan_at_dced.state.ak.us
• Odin Brudie, Transportation Trails Planning
• 907-465-5466 odin_brudie_at_dced.state.ak.us
• Lillian Ruedrich, Workshop Planning
• 907-465-2162 lillian_ruedrich_at_dced.state.ak.us