Digital Marketing Plan Checklist DIY Tourism Marketing Workshop Is - PowerPoint PPT Presentation

Digital Marketing Plan Checklist DIY Tourism Marketing Workshop

Is it part of some larger objective? What are your business goals? Example : If seasonality is a significant business concern, that should affect your messaging, media, timing, audience, and investment. Are we sufficiently patient? Relationships take time to build.

Do we know the audience? What insights do we have into the customer? Example: Blue Ridge Craft Trails Research showed that a mix of social media could potentially generate different results based upon the audience’s engagement: ▪ Instagram for Millennials ▪ Facebook for Boomers ▪ Pinterest for craft enthusiasts ▪ YouTube to showcase more immersive activities

Is it something we can do well? ▪ Is it a GMOOT? ▪ Do you have the resources for it? ▪ Do you suffer from marketing envy? ▪ If you can’t do it well, don’t do it. Or, find someone who can.

Does it reflect understanding of the audience’s emotional needs and their customer journey? “When most people advocate for an idea we think of a compelling argument, a fact or a figure. But research shows that our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories .” — Jennifer Aaker, Stanford Graduate School of Business

Customer Journey Mapping: One Example Destination Planning Cycle 1. Destination Consideration Having empowered, 6. Customer Loyalty 2. Destination Planning knowledgeable and Advocacy guests generates higher spending and greater 3. Shop & Buy satisfaction 5. The Visit Experience 4. Anticipation 7

Does it add value? Don’t just show me the view… Tell me where it is, how I can get there, when it’s open, what else I can do when I get there, etc. Rule of thumb: Would a prospective visitor pay for your content?

Does it create engagement?

Does it create opportunity for social sharing?

Are we building community relationships?

Is it integrated with our other communication? Do we know what our partners are doing?

Does it convey authenticity?

Does it motivate?

Have we thought sufficiently outside the box? ▪ Social media takeovers ▪ Influencer marketing ▪ Retargeting, based on specific audience interests ▪ Contests and promotions ▪ The public relations angle

Digital Marketing Plan Checklist DIY Tourism Marketing Workshop