Marketing of the Britannia Mine Museum An Integrated Approach Presented by Katherine Flett Blue Sky Communications www.BlueSkyCommunications.ca Phone 604 924 5542
1. Make a Plan • Conduct a comprehensive SWOT Analysis • Define your customer • Create your primary message • And confirm your budget
1. Make a Plan • Understand who your competition is , what they are doing well, what they are not doing, and how you can develop your business to have a competitive advantage. • Determine your USP, or unique selling proposition.
2. Use Research as a Guide • Find out how people are hearing about you • Find out why people are coming to see you • Find out what they want to see/do • Ask if they would come back • Ask if they would refer you to a friend • Find out what you are doing well
2011 Tourism Report • Travellers worldwide are seeking experiential, life-enriching vacations that involve culture , nature, the outdoors and learning . These consumers want authentic experiences that focus on local culture and foods, allowing them to engage all of their senses. • Want to get ‘behind the scenes’ and be enriched by the people and places they visit. Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/Fundamenta lsTBEGuide2011_July7.pdf
2. Use Research as a Guide According to the 2011 World Tourism Report, the growth sectors in the 21st century are: • Culture & Heritage •Eco -Tourism •Adventure Travel •Special Interest Travel •Sport Tourism •Health & Wellness Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/Fundamenta lsTBEGuide2011_July7.pdf
2. Use Research as a Guide • BC welcomes visitors from around the world. However, the most important tourism market for British Columbia is the local market . • BC residents travelling in BC accounted for 49% of 14.6 million overnight visitors. Source: http://www.jti.gov.bc.ca/industryprograms/pdfs/Fundamenta lsTBEGuide2011_July7.pdf
3. Create a Compelling Message • Consumer sees more than 1,000 ads per day (as high as 5,000 in metropolitan areas). • http://www.nytimes.com/2007/01/15/business/media/15everywhere.html?pagewanted=all • Keep it simple, easy to remember and make it stands out from the “noise”.
3. Create a Compelling Message
4. Establish Media Partners
4. Establish Media Partners Global TV: #1 in BC
4. Establish Media Partners
4. Establish Media Partners
5. Leverage PR & Media
5. Leverage PR & Media
5. Leverage PR & Media
5. Leverage PR & Media
Connect with Influential Bloggers
6. Make Signage a Priority #1 reason for visiting in 2011 survey – 48% of visitors.
6. Make Signage a Priority Make it easy for tourists to find you.
6. Make Signage a Priority
7. Host Newsworthy Events 2011 Events •Valentines Dinner •Spring Break Event •Art Event: Copper & Fire •Mother’s Day •Father’s Day •Rivers Day •Christmas Community Day
8. Don’t Underestimate WOM • Word of Mouth can be one of your most powerful marketing tools. • Monitor visitor response to your organization annually. #2 reason for visiting in 2011 survey – 30% of visitors.
9. Efficiently Manage Social Media
9. Efficiently Manage Social Media
10. Build an easy to find Website
10. Build an easy to find Website Key Aspects •Maximize SEO • Provide High Quality Photos •Consistent Content •Easy to Navigate •Update Regularly •Accurately reflect your organization •Link to Facebook #4 reason for visiting in 2011 survey
Results Year-to-date 2010 2011 % Growth Ticket Sales 48,387 92% 25,248 Membership 175 482 175% s
Thank you.
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