Marketing of the Britannia Mine Museum An Integrated Approach - - PowerPoint PPT Presentation

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

• 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.

• 1. Make a Plan

• 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

• 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

2011 Tourism Report

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.

• 2. Use Research as a Guide

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

Global TV: #1 in BC

• 4. Establish Media Partners

• 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

• Word of Mouth can be one of your most

powerful marketing tools.

• Monitor visitor response to your organization

annually.

• 8. Don’t Underestimate WOM

#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

Key Aspects

• Maximize SEO
• Provide High Quality Photos
• Consistent Content
• Easy to Navigate
• Update Regularly
• Accurately reflect your
• rganization
• Link to Facebook
• 10. Build an easy to find Website

#4 reason for visiting in 2011 survey

Results

Year-to-date 2010 2011 % Growth Ticket Sales 25,248 48,387 92% Membership s 175 482 175%

Thank you.