This document summarizes a webinar for tourism marketers on making the most of new media budgets. It discusses how paid, owned, and earned media are converging, the importance of branded content strategies and mobile strategies. It also provides insights into consumer travel trends and recommendations on how to target new media spending by understanding audiences, targeting niche segments, and mapping segments to appropriate media. Key recommendations include establishing objectives, reviewing analytics, and optimizing strategies based on learnings.

1. MAKING THE MOST OF YOUR
NEW MEDIA BUDGET
A Maxwell Webinar for Tourism Marketers
December 13, 2012
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2. Webinar Hosts
Vicky Hastings
vicky@maxwellpr.com
MediaPost Marketing:Travel
@vickyhastings
Jess Columbo
jessica@maxwellpr.com
@jesscolumbo
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3. We Can Help
• Content strategy
• Audience segmentation
• New media plan
• Blogger program
• Social channel setup, e.g., Pinterest
• Social media training
• Social media advertising and promotion
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4. OBSERVATIONS AND
INSIGHTS
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5. Media Is Converging
Source: Altimeter report, “The Converged Media Imperative: How brands must combine paid,
owned and earned media”
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6. Paid, Earned and Owned Media
Content Attributes
• Blogs • Findable
• Social media • Shareable
• Website updates • Actionable
• Email marketing
• Videos
• Audiocasts
• Online promotions
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7. Branded Content Strategy Is A Must
• How your content will
serve your audiences
• What it will do for your
business
• Who is producing it
• Created, commissioned or
curated
• When and where will it
appear
• How it will be measured Source: emarketer.com
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8. Mobile Strategy is Critical
http://www.travelport.com/Travel-
Trends/~/media/Corporate/Whitepapers/ServicingtheDigitalLeisureTraveler.ashx
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9. Many Searches, Multiple Devices
Behavior Opportunity
Travel research is multi-screen, Ensure full keyword coverage across
majority going online via more than all
one device devices
Similar searches across devices Invest in key word and pay-per-click
advertising
Leisure destinations are top choice for Test site mobile-friendliness
tablets and smartphones
Business destinations researched on Make bookings easy
smartphones, especially during the trip
Tablets are our couch companions; Support tablet formats in videos and
used at home for exploration other branded content
Last-minute searches via mobile Create location-based deals and
devices increasing promotions
Source: Google White Paper “Advertising Travel Products to Multi-Screen Consumers”
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10. Desktop PC Search Still Tops
• 83% of travel search is still
done on desktop PCs
• Forecast is for that to continue
• So when developing mobile
strategies, don’t abandon
SEM, SEO and traditional
online marketing
Source: emarketer.com
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11. Consumer Travel Trends
Trend Insight
Adventure travel and eco- Good time to emphasize both the aspirational
tourism on the rise and the doable
Multi-generations booking Packaging experiences could appeal to folks
trips around milestones looking to make monumental memories
Majority of trip planning Opportunity to marketing experiences in
done online, mobile creative ways online to feed discovery
Food exploration is a social Enable consumers to show and tell
experience
Travelers use smart phones The more creative your “social objects,” the
for research, post photos, more likely they are to be shared
like Facebook pages
Friends and family are top Create opportunities for travelers to share
influencers and recommend
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12. Leisure Planning Takes Place A Month Or
So In Advance
Advance Booking Times Relative to Planned Departure
Date
Source: PhocusWright Study “Destination Unknown: How U.S. and European Travelers
Decide Where to Go 2012”
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13. Pinterest’s Influence Is Growing
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14. High Impact, Personal Stories
Bloggers Audiocasts
• Write first-person “wow” • Podcasts are predicted to be
narratives the next big thing in content
• Reach loyal, engaged marketing (Mike Seltzner of
followers Social Media Examiner)
• Inspire reader comments • Portability provides listeners
• Feature what’s interesting to with flexibility
them and what they are o Not tethered
doing
o Don’t require hard news
o Listeners can multi-task
• Are active on social • Ideally suited for personal,
networks, amplifying reach authentic stories that create
• Are creating photo, audio a sense of place
and video content to round • Highly searchable and
out their blogs and increase shareable
exposure
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15. Keep Hitting Send
Source: emarketer.com
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16. Rising Influence Of Lifestyle Emails
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17. TARGET YOUR NEW
MEDIA SPEND
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18. Step 1: Understand Your Audience
• Who’s visiting
o Age group, gender, location
o Leisure or business travel
o Empty nesters or traveling with kids
• What activities they participate in
during their trip
• Who’s not visiting and why
• What website content is most popular
• What social media posts garner the
most engagement
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19. 2. Target Niche Segments
Identify one new specific goal Millenials
o Attracting a new audience Young
segment Families
o Reclaiming your heritage in a Foodies
certain experience area
o Deepening your relationship with Mass
a specific visitor type
o Inspiring repeat visits from
people living in a nearby market
or those interested in a specific
type of vacation
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20. 3. Map Target Audience to Medium
Niche Segment Example Media
Baby Boomers Traditional media and Jetsetter
emails, Facebook promotions
Millennials Food blogs, Pinterest, reviews sites
Young families Parent blogs
Foodies Tasting Table, Eater
Online maps and guides
Gen X weekend warriors Urban Daddy, Thrillist
Online maps and guides
History buffs Smithsonian emails
Online maps and guides
Cyclists Online maps and guides
Businesspeople Jetsetter, Kayak, Tablet
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21. Park City Mountain
• Three unique audience
segments:
o Powder Hounds
o Park Rats
o Snow Moms
• Mix of editorial with
promotional content
targeted to each special
interest group
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22. Narrowcasting to Millennials
Make it easy for West Coast
Millennials, the next generation
of wine tourists, to learn more
about adventures in Oregon
Wine Country
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23. Email Content and Advertising
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24. Oregon’s Tastiest Trails
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25. Argyle’s Restaurant Events
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26. Request For Proposal
• Objectives
• Target audience profile
• When you want to boost business
• Advertise a month or two prior to that time
• Top priorities are digital, especially emails, web-based
destination guides and social media
• Consumer engagement
• Custom content
• Want value-add opportunities
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27. MEASURE AND OPTIMIZE
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28. Get Started!
• Establish objectives
• Review insights and analytics data
monthly
• Ask the key learning questions
o What did you set out to do?
o What did you do?
o What went well?
o What could have been better?
o What did you learn?
• Tailor and tweak
• Optimize based on what you learn
• Celebrate success
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29. GET IN TOUCH
503-231-3086
vicky@maxwellpr.com
@maxwellpr
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