Objectives: Aid in decision making Target your reach effectively Track and increase your return on your investments Remove your fear of the question— “What’s your budget?” Where do you start? Determine your budget; in the for-profit world it’s standard to allocate about 10-20% of projected gross revenues. For the non-profit world, we recommend the [...]
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Objectives: • Achieve high impact public exposure • Optimize your public relation efforts • Distribution of news about you by credible journalists • Expand your reach and save media placement dollars Where do you start? Start with an online search of journalists that are writing about your: • Competitors • Consumers/Visitors • Industry trends • [...]
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Strong destination brand motivates strong visitation and drawing a distinction between branding and advertising. We are in the home stretch of 2012… Most are reflecting and ranking advertising and marketing efforts and if this has been a successful year. So I have two questions for you to consider… 1) Is there a gap between public [...]
Read more...Are you including “staycation” programs in your destination’s marketing budget? Yes, it was new and cool a few years ago, but as destination marketers, we should “stay the course”- because the mainstream are just catching on and more folks are taking this type of advice: -Staycations reduce stress -Staycations benefit your local economy -Staycations allow [...]
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Every destination has a story. Every destination should be telling its story. Why? Human beings react emotionally to story telling. A story evokes emotion, it can make people laugh, make people want, make people join in, make people visit. A story puts people there, invites people to relate, and puts presence in someone’s mind. Branding [...]
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Creativity in leadership, branding, and marketing for master minds of destination marketing organizations I ask you: What is your low-hanging fruit? I know this may seem like a century-old question. But we meet many destinations that are trying to reinvent themselves or build new awareness of different positioning, for many reasons, some complex, some good, some [...]
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It can: Achieve separation from your competitors Demonstrate to the world that you are different Reinforce a unique positioning platform Create positive and lasting engagement with your audience Be unforgettable Propel itself through the world on its own, becoming a no-cost, self-sustaining PR vehicle Provide a deep well of marketing and advertising images Be the [...]
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World news coverage for client Mission San Juan Capistrano was fun and strategic! All in the same week, achieving spotlight segment on Nightly News with Brian Williams, and front page coverage with LA Times, Orange County Register, Associated Press and NPR. Fun to watch:
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Does your organization know your brand? That might seem like a silly question, but would you be surprised to find out that your associates, board members and even your visitor reception is not communicating your brand, because they don’t have clarity? Recently, we conducted a brief survey of 5 questions for executives and employees [...]
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The success of a branding strategy is inevitability different for each stakeholder involved. The Board, marketing, community leaders, tourism improvement districts, hotels, restaurant associations, and local business will all have different ways of thinking, prioritizing, and evaluating what they define as “success.” Value can be measured by, for example, looking at the direct bottom-line impact, [...]
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