Monday, May 17, 2010

Diversity in Advertising

Recently an article in the Times Herald Record noted how local business owners in Ulster County were calling for a change in direction in how their county's tourism dollars were being spent. Cannot say I blame them in asking for diversity – funneling all your funds into one media is rarely a good idea.

Tourism Marketing, like just about every other industry, requires an integrated approach. Travelers and tourism consumers aggregate their information from multiple channels – both online and offline. And though our Hudson Valley depends heavily on revenue generated by out-of-towners, we can't forget our local audiences, whose dollars help drive and support the $46 billion spent state-wide in 2009, the $13 billion generated in state and local taxes, or the 660,000 direct industry jobs sustained by visitors to the state.

Given that our local counties are working within budgets of varying sizes, some Hudson Valley tourism offices may be in a better position than others to implement all the tactics mentioned below. But with judicious planning, a strong in-house team, and the support of an experienced agency resource, most should be able to plan and put into practice an integrated program.

How to build a solid Tourism Marketing Toolbox
  • Leverage Public Relations for cost efficiency.
- amplify your print, radio, TV, and internet presence
  • Integrate Social Media.
  • Use the web wisely.
– advertise online, selectively
– have great content on your site
– make it easy for people to find the information they need, plan a trip, take advantage of a package, and share about their experiences
  • Package seasonal attractions and build partnerships to maximize promotional opportunities.
  • Utilize FAM tours to drive group and international tour business, and publicity.
  • Integrate local, regional, and national high impact media. You can't be everywhere, so make where you are count.
  • If you can, participate in key trade shows. Partner up to save money.
  • Do not be afraid to think outside the box.
If you would like to hear more about our ideas for marketing your tourism venue or destination, give us a call! We would be happy to help. 845-695-1880

No comments: