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

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Oct 26, 2022 204 likes •456 views

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,

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DIY Tourism Marketing Workshop

Digital Marketing Plan Checklist

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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.

Is it part of some larger objective?

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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

Do we know the audience?

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▪ 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.

Is it something we can do well?

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“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

Does it reflect understanding of the audience’s emotional needs and their customer journey?

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Destination Planning Cycle

Customer Journey Mapping: One Example

1. Destination Consideration
2. Destination Planning
3. Shop & Buy
4. Anticipation
5. The Visit Experience
6. Customer Loyalty

and Advocacy

Having empowered, knowledgeable guests generates higher spending and greater satisfaction

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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 add value?

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Does it create engagement?

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Does it create opportunity for social sharing?

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Are we building community relationships?

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

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Does it convey authenticity?

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Does it motivate?

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▪ Social media takeovers ▪ Influencer marketing ▪ Retargeting, based on specific audience interests ▪ Contests and promotions ▪ The public relations angle

Have we thought sufficiently outside the box?

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