The Creative Strategies Team hosted back-to-back roundtable sessions this morning on the ins and outs of good advertising design. Thad Friedeman, Ashley Brassfield, Angela Hofmeister and Tara Meise all contributed to the review and discussion of good and bad print ads.
The team had visual examples displayed on screen and walked through each example dissecting the elements that make up well-conceived ads. They also had fun pulling apart those ads that can really hurt a business more than help. Audience questions were encouraged, and plentiful throughout each session.
If you have a question for the Creative Strategies team regarding your business’ ads, feel free to call Thad Friedeman, Creative Strategies Manager, at 605-773-3301.
Garrison Wynn, today’s keynote speaker, brought with him several years of expertise, some excellent original research relevant to the tourism industry, and several great points for all of us to take home. Garrison addressed several issues, from how to speak to your customers and how to manage your employees, to how to build trust and what people (a.k.a. your customers) want and expect from you as a tourism business. A few take aways include:
Don’t tell people they’re wrong. Instead, even though you may not agree with them, show them that you’re willing to listen. People want to know they’re being heard. If people feel they’re being listened to within the first minute, they start to trust you immediately.
Trust is built on two things: Compassion and Competence.
Be agreeable; don’t make people feel dumb, or you will lose any and all ability to influence.
Agreement is the foundation of accountability.
How well you can deal with the most difficult people will define your greatness. Your worst customer might be the one that spends the most. Similarly, your most talented employee might be the hardest one to manage. And sometimes, we need to take some of the blame.
All people want 3 things: Love, Value and Prestige. Be genuine, offer multiple solutions for a single problem, and make your customers and your employees look and feel smart.
Don’t criticize the “old way” but draw similarities to the new way…then point out the new and different features. Similarities first, differences second.
Be able to explain the value of what you have to offer in 20-30 seconds. Beyond that, people begin to think your product or offering lacks value.
Clarity is a must.
Action and adaptability provide and create opportunity.
In closing, Garrison says people don’t necessarily always choose the best. They choose what makes them feel comfortable, what they trust, and what they’re looking for in good service. If you can provide those things, you’ll be consistently chosen, again and again.
The value of free news coverage will far exceed the exposure you receive from paid advertising, say leading media experts in South Dakota. So what is the number one thing you can do to get a story? Build relationships with your local reporters and newsroom.
As you build those relationships, offer them story ideas and background information. Be available to do interviews and the coverage will come. [click to continue…]
Are you going green? If you’re not, you might be falling behind a growing movement that is no longer a trend, but an expectation by many travelers. But don’t worry, if you haven’t “gone green” yet, there are several things you can do to take the first steps.
Jeff Hanson, Public Relations Director at Lawrence & Schiller in Sioux Falls, addressed the green travel connection this afternoon. Here are a few of Jeff’s main points:
Green = opportunity
It’s no longer “if” but “when”
45% of 18-34 year-olds surveyed said they are somewhat more likely to visit a green attraction
Several states already have a statewide green certification program for tourism businesses
Jeff also opened up the discussion to the audience, which resulted in some ideas from those in the industry who have already taken the first step:
Utilizing recycle bins on site
Going paperless (ex: with reservations at hotels, campgrounds, etc.)
Switching to CFL light bulbs
The overriding message in this session is that going green is something we should all consider. Travelers are expecting it, and our environment will thank us in the long run.
To quote Jeff, “Individually we can all do something. The beauty of it is when we do it collectively.” Well said Jeff.
Destination Marketing: Attracting Planners & Conventions
Michele C. Wierzgac, MS, CMM
President, Michele and Company
This was Michele’s first time in South Dakota and she had much to say and attendees were able to take away new and fresh ideas from her presentation. Below are key aspects and ideas to think about and discuss as you begin your marketing plan for attracting meetings and conventions.
What is happening right now, directy affects your marketing plan.
Connect the customer to the product or service you are offering.
Your customers directy influence your business’ decision making.
Your marketing plan must differentiate the likes, dislikes and expectations of your customers. And if you don’t know their expectations, just ASK THEM! You can do this through conversations, focus groups, round tables and surveys.
Fulfill a promise through your brand or slogan. For example, South Dakota’s slogan is: GREAT FACES, GREAT PLACES. We all know this, because it is true and real. We have great people and wonderful places to see, and we all do our part to live up to those words!
Marketing is anticipating change; and everything is about balance.
THINK: Where are we now and where do we want to be?
Be specific in your approaches, otherwise you will just be generic.
Measure your successes, but know that some activities can take three to four years to see a return on investment.
A good reputation does not happen overnight; it takes time, planning and forward thinking.
Integrated Communications consists of: a brand, public relations, publications, online activities, and social netowrks. All of these must connect together to create your business’ marketing plan.
Are you an expert at internet marketing? Do you want to get your business information out to more people? Do you want to make more money? Of course you do. Matt Bailey, President and Founder of SiteLogic Marketing Solutions provided his professional perspective as to using the internet to optimize your business. Here are the highlights:
One thing will not turn your website around. Optimization is about understanding the components of your website, and making them all better.
Do your research. Understand what keywords are relevant to your business and how to use them on your own website. You can do this by listening to your customers, use subscribtion keyword services (wordtracker, keyworddiscovery) or by looking at your own website.
Once you have the keywords down, take a look at page structure. If nothing else, understanding the Title is the most important thing to consider when optimization your webpage.
Making a page easy to read and understand is also a vital component to being found in the search engine world. Text size and contrast, bold and italic text and bullet points will all affect optimiation.
Understanding Google’s webmaster guidlines will make it easier for you to understand website marketing and optimization techniquies. You can find these guidlines by doing a Yahoo search for “Google Webmaster Guidlines”.
First and foremost, Matt suggests every business owner put their information on Google. This is free, offers many options and can show results over night. Go to the Google homepage, click on the “Business Solutions” at the bottom of the page, and enter your company’s information into the site. Again, IT’S FREE!!
To download a copy of Matt’s presentation (which I highly recommend) or to visit his blog, visit the links below. A job well done Matt!!
Look what pulled up to the Tourism Conference last night!
Imagine 53 feet of South Dakota passing you on the interstate at 70 mph! This semi wrapped in majestic South Dakota images is one of ten trucks rolling out (literally) this month by the Office of Tourism. The eighteen-wheelers will travel the country coast-to-coast in 2009, displaying many different South Dakota scenes and capturing the eye of interstate travelers. How’s that for a road sign?
With almost one year down at her post as Director of the Office of Tourism, Melissa Bump addressed the crowd this afternoon with an inside look into the Office of Tourism and what they’re up to.
Here are some things you can expect from the Office of Tourism in 2009:
A greater emphasis on research. In the past years, the Office has used research to successfully draw a new demographic of visitors to the state, and that will continue:
Inquiry conversion studies will identify those who not only requested information about South Dakota but actually booked a vacation.
A website usability study will make sure the official visitor website is providing travelers the ideal experience.
More opportunities for partnerships and co-ops as a great way to stretch your marketing dollar. In 2008, the National Treasure Vacation Package, Great Getaways, the Giant Step program and Million Dollar Challenge grants allowed partners to push in to new markets and increase visitors.
A ramp in international marketing efforts as well as stronger relationships with domestic and international group tour operators. A weakened dollar and favorable exchange rates make these a prime target.
Promotional efforts on group tours. Information center reports in South Dakota showed a six percent increase in 2008.
New marketing materials with majestic images of the state, inviting people to “Experience South Dakota” and discover something they can’t find anywhere else.
A new public relations program that will allow you to co-op with the Office and make announcements through a multi-media press release, the latest in public relations distribution tools.
Melissa used the story of Deadwood to offer encouragement for 2009.We’ve been through difficult times before: a devastating fire destroyed the main street of Deadwood and a flood a few years later wiped out even more of the town. Just when Deadwood was getting back on their feet, another fire swept through. As the years passed, businesses left and people moved away, but the citizens who called it home came up with a proactive solution to save their town. And Deadwood was rebuilt, bigger and better than before.
Melissa encouraged us to do the same: “We have to pick ourselves up, rebuild and rethink how we attract vacationers. Remember, tough times don’t last…tough people do.”
That question is one of the many that tribal tourism representatives Kerry Frei, Ivan Sobel and Charlie Moe addressed in an active roundtable discussion on tribal tourism.
The session brought out a lot of great ideas, frustrations and challenges that can best be summarized with – Education, Partnerships and Opportunities.
The general consensus was that there is still a long way to go in educating both the industry and visitors to South Dakota about the travel opportunities, cultural experiences and destinations around tribal tourism.
But this isn’t to say that a lot has been done right, because it has and you only need to stop by the Tribal Tourism exhibitors booth to find vastly more information available today than there was even a year ago.
Partnerships were another area that the group focused on. Kerry spoke about the importance and success that the Native Discovery group – www.nativediscovery.org – has had in their partnership with the state and what it has meant to tourism in their community.
The session wrapped up with opportunity. While this year tourism in the tribal areas was up across the board, there is still more opportunity to be had. Specifically the group expressed a need to examine what more can be done and to establish new goals each year in the promotion of tirbal tourism.
South Dakota’s tourism industry includes four regional tourism associations. This morning the director of each association was on hand to discuss how their region fared in 2008, and what they have planned for 2009.
Southeast SD Tourism Assocation: Jacquie Fuks, Director
The top market for visitor spending within a 5-state region was Minnesota.
New this year: the Southeast Website Marketing Partnership will allow 15 members to work together to promote themselves online. They are currently developing a central site for directing traffic to partner sites.
Plans are also in the works for an interactive trip planner.
Visitor requests are up 35% over 2007.
She said, “We’re guarded but optimistic about the future.”
Black Hills, Badlands & Lakes Tourism Association: Bill Honerkamp, Director
This region saw a lot of new development (Cabela’s, Scheel’s, new Deadwood resort and convention center), new renovations and remodeling projects.
New media is occupying more and more of the time and budget; 1/3 of all marketing in 2009 will be in new media.
“In 2009, we’re beefing up marketing in Canada, sports promotions and more,” he said.
Bill is heavily involved in the Black Hills Digital Strategy group, which is a partnership to integrate the promotion of each partner’s website.
Watch for a new slogan in 2009: The Great American Road Trip. This could develop into a full-fledged brand.
Great Lakes Tourism Association: Karen Kern, Director
Lake Oahe is up 18 feet, making fishing and hunting phenomenal.
A new birding brochure was completed in 2008.
In 2009, they plan to enhance the regional website, and incorporate links to tribal websites.
Watch for several special events in 2009, such as the Mobridge ice fishing tournament, the 2nd annual Akaska Walleye Festival, and River City Racin’ in Chamberlain. The Million Dollar Challenge program has been a big help.
“Membership is strong, and we’re staying optimistic,” she said.
Glacial Lakes & Prairies Tourism Association: Rosie Smith, Director
The region is well-known for outdoors: hunting, fishing and over a dozen state parks.
Two Great Events will be held in 2009: the Outdoor Expo in Huron and the Redlin Art Center Summer Festival in Watertown.
State Fair attendance was up in 2008.
The King Tut exhibit in Watertown has already seen great attendance, and will continue through the summer and into early fall.
Several new developments are underway, including hotels, renovations, a new visitor center and waterpark in Aberdeen.
It looks like 2008 was a strong year with much to look forward to in 2009!
