bancroft conference
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TRANSCRIPT
Outsmarting the CompetitionNot Outspending Them
Presented byBill Allen
President, TIAOOctober 21, 2010
Agenda
1. Commercial
2. Who is your competition?
3. Your target market?
4. Defining the experience
5. Expanding your season
6. New products, expanding existing product
7. Stretching your promotion dollar
8. What about new media?
9. Another Commercial
Our Mandate
To be a strong voice for the tourism industry in Ontario. TIAO advocates and educates on behalf of the tourism industry – to government, the business community, the media, the public, and the tourism industry itself. TIAO will work proactively with stakeholders to resolve tourism’s diverse challenges and issues.
Long Term Objective
To ensure a strong, financially sustainable tourism and hospitality industry that contributes to the provincial economy through jobs, investment, taxes and foreign exchange earnings.
Who is your competition?
Hal
ibur
ton?
Toronto?
Busin
ess
next
doo
r?
Algonquin Park?
Who is your competition?
Not your neighbouring businessNot your RTO partner DMO’sNot urban areasNot sun destinationsOther rural, outdoor destinations
Your Target Market?
Psychographic?
Demographic?
Geographic?
What Influences a Traveler when choosing a Destination?
A CompellingReason to Visit
Awareness of Destination
Ease of Getting Here
The Product
Marketing
Infrastructure
9
TouristTourist
Experience
Region Experience
Region
Lead ResponsibilitySector Associations
Regional Tourism Orgs
Seamless Trip Planning
Integration through the WebClosing the Sale
Knowing the Marketplace
Avoid the Shotgun approachFocus your marketing dollarsYou can’t be “all things to all people”Take advantage of the OTMP
demographic analysisCost of making an impression:
The Cost of Making an Impression
Media Threshold Costs*:
– Ottawa $ 258,000– London $ 246,000– Windsor $ 165,000– Buffalo $ 1,050,000– Rochester $ 825,000– Detroit $ 1,500,000– TOTAL $ 4,044,000
* Based on 12 weeks of Print/Radio
Defining a Memorable Experience
Put yourself in the visitor’s shoes. Creating that “Compelling Reason” to visit
the region. Match your product with the appropriate
target market – more than geographic. Consider packaging like products
Matching Your Product with the Market
Timeframe:DaytripOvernightWeekend GetawayWeeklong Vacation
Lifestyle:Outdoor AdventurerFun-Seeking FamiliesUrban ExperienceExtreme AdventurerCamping & Cottage Life
Matching Your Product with the Market
Bill’s profile
Weekend getawaysLikes outdoors – hiking, cycling,
x-country and downhill skiing, campingLooking for memorable experiencePartner – hiking, cycling, restaurants,
fine inns & upscale B&BTwo kids – 20 & 13
Expanding the Shoulder Seasons
Start with your current customerso Cottagers and Camperso VFR
Day Trips, Weekend Getaways Great drives – link with other DMO’s Festivals & Events Need for local champions to make happen
Stretching Your Promotional Dollar
Assess effectiveness of Destination Guide. What distribution channel is most effective. Partner with your neighbouring DMO’s to get
better “bang for your buck”. Buy into regional approach through RTO. Invest your extra dollars in making website
more interactive. Hook into a booking engine.
Stretching Your Promotional Dollar
Promotion should focus on driving potential visitors to your web.
Look for media hooks. Chase earned media.
New Media
Increasing us of the web to compare product offerings, compare price
More booking on line Interactive, dynamic web-site You need a tourism focused site Show your products Link to a booking site Building a database of potential clients Use of social media
Questions?
EnAbling Change Project
Customer Service Standard under the AODA comes into effect for all businesses in Ontario January 1,2012.
TIAO has funding from the government to:• Raise awareness through presentations to tourism
businesses• Deliver workshops to train owners and managers
of tourism businesses who in turn will train their staff
• Microsite for tools, templates, sample policies
EnAbling Change Project
Workshop scheduled in Peterborough November 19th.
To register contact Emily Harper-Hawkins [email protected]
416-483-1691