3. Economic Overview Era of Consequence Increased savings rate Unwilling to take on debt Economic indicators (leading indicators) Corporate profits increasing GDP increasing, but slowly 3
6. CVB resources available Role of the CVB with that market segment Size of the market Kissimmee’s potential for attracting that market segment Competition Barriers to Entry Market Growth Rate Target Market Analysis 6
8. Product Life Cycle Youth Sports In-market Audience Hispanic-American Nature Activities Brazil Festivals & Events Mexico Colombia Family Reunions Argentina Central America Venezuela Florida Resident Specialty Markets African-American Assoc. & Government Golf Weddings College Bowl Games Domestic Leisure UK Canada Student & Youth Group Spring Training Bass Fishing Corporate & Incentive Germany Business Travel China India Quinceaneras Affluent Domestic Tour Operators Domestic Retail Travel Agents 8
22. 6 Bass FishingUsually former Stars Strong market share Mature markets Maintenance position Can shift some dollars out to take advantage of other growth opportunities
45. Monitoring Long Term Trends 15 Mobile Technology Demographics Aging Baby Boomers Changing Families International Role of Travel Trade Emerging Markets
46. AboutYourStay.com 16 Replaces intercept survey Data shared with CVB only in aggregate Partners will receive comparison to aggregate
49. Targeted Demographic 19 Multi-cultural efforts: Family Reunions Florida Classic Spanish Language Geographic East of the Mississippi Suburban and Rural Areas Florida Residents Median Income = $68,000 Decision Makers – Age Range 25-54 Multi-generational Only half with children under 18
55. eNews Redesign Emphasis on special events and social marketing content New partner opportunities Featured space Double row of formatted ads 25
56. Repeat Visitation 26 Florida Residents Holiday Campaign Festivals and Events Special Offers Last Minute Travel Text messages Special offers for coming weekend
58. VisitKissimmee.com 28 Redesign early 2011 Creative refresh Search optimized Improved navigation More social marketing emphasis Advertising spaces available
60. Canada 30 Most likely to travel January through April Majority of visitors from Ontario “Winter Break” consumer advertising campaign Sales mission Media mission
61. Direct consumer advertising Co-operative campaigns with tour operators Sales mission PR outreach Social marketing United Kingdom 31 Strong repeat visitation Shifting to direct consumer bookings
62. Brazil 32 Strong travel trade market Quinceaneras travel represents a growth opportunity Sales missions Social marketing Tour operator co-ops Portuguese website and collateral
63. Spanish Speaking Latin America 33 Mexico Costa Rica Panama Colombia Argentina Venezuela Mexico sales mission Central American sales mission -gateway markets Spanish website and collateral
65. Future of Meetings MPI Future Watch Recovery underway 21% more meetings in 2010 Business Travel Forecasts Videoconferencing Travel policies 35 Business Recovery Fundamental Changes VS.
67. Meeting Segments 37 Association and Government Corporate and Incentive Specialty Markets Weddings Family Reunions
68. Travel Trade and Youth Sports Sales activities Sales calls Tradeshows E-Communications Partnership marketing AAU, CFSC, FHSAA, USSSA, YBOA KissimmeeTourism.com and KissimmeeSports.com Sports site scheduled for redesign summer 2011 38
69. Bass Fishing Professional Angler Golf Play Florida Golf Ultimate Guys Getaway Kissimmee Golf Getaway Spring Training College Bowl Games Florida Classic Champs Sports Bowl Capital One Bowl Other Sports 39
71. Festivals and Events Goals Enhance Visitor Experience Extend Visitor Stays Attract Additional Visitors Fill-in shoulder and off seasons Strategies Promote existing events Advertising and website Public relations Attract new events Sales 41
72. Nature Activities 42 Shingle Creek Regional Park Nature Center Shingle Creek Adventure Challenge Mobile Technology Geocaching Scavenger Hunt Walking and Driving Tours Nature Product Marketing Activity Book Website Adventure Zone Digital Storybooks
75. Mobile Marketing Relevance Point of entry advertising Airports Welcome centers Seasonal billboards Area guide In-market publications 45
76. In-Market Goals 46 Last Minute Lodging Catch the attention of the 16% of inbound visitors who travel to the area without advanced lodging reservations. Enhance Visit and Extend Stay Educate visitors about Kissimmee attractions and activities beyond the theme parks, to direct traffic to those industry partners and possibly extend visitors’ stays. Build Future Awareness Because we know that most visitors to Central Florida will ultimately visit again, in-market advertising builds positive awareness of Kissimmee as a destination for future visits.
77. Last Minute Lodging – Beta Version Mobile website address Snap tag Text message 47
81. Metrics Tracked Base Metrics Number of website visitors Number of visitors guides ordered Number of eNewsletter subscribers Number of sales leads generated Lead Follow-Up Conversion Model Awareness Tracking Awareness Favorable opinions Intent to Visit Engagement Website Social Media Leads to Industry Partners 51 Acquisition Cost per Room Night Other Metrics