2013-14 Marketing Plan – Presented by Tina Truszyk

Transcript

1. The Tourism Partnership of Niagara! 2013-14 Marketing Plan!
2. What䇻s happening in the World today?!
3. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ MOBILE: THE NEW ENABLER VISTOR EMPOWERMENT CONNECT & CONVERSE VISITOR- CENTRICITY EMERGING NATIONS 5 Global Driving Forces!
4. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ EMERGING NATIONS ! The coming decade will be the first in 200 years when emerging-market countries contribute more growth than the developed ones. ! ! Trendwatching; Trend Report 2011! !
5. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ ! Successful organizations will be the ones who understand how their brand, products and services fit into their customers lives. ! ! VISITOR- CENTRICITY
6. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ ! The digital world has given rise to a new breed of consumers who want to connect with organizations and with larger communities.! ! CONNECT & CONVERSE
7. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ ! Fast, accessible Internet is the leveller of information and liberator of consumer power. ! ! ! VISTOR EMPOWERMENT
8. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ MOBILE: THE NEW ENABLER
9. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ ! Brands need the F-FACTOR ! ! Friends * Fans * Followers! ! who influence travel purchase decisions in powerful & sophisticated ways. ! MOBILE: THE NEW ENABLER
10. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ ! ! Opportunity: E-Fluencers ! ! ! E-Fluencers are the 21st century䇻s most valued customers. ! MOBILE: THE NEW ENABLER
11. What people have told us?!
12. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Ad Awareness for Ontario (past 3 months) Percent of GTA Travellers Claiming Recall of Advertising for Specific Destinations in Past Three Months! Of those who recalled advertising for Niagara in Wave 2, ! 59% recalled at least one of the campaign ads! % Recalling General Advertising for Niagara! Families! Couples!
13. TV! PRINT WEB
14. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Campaign Ad Recall Levels % Recalling Ad! Total " %" (n=303)! Families" %" (n=171)! Couples" %" (n=103)! 28! 26! 27! 24! 23! 21! 25! 27! 22! 29! 28! 27! 14! 13! 10! 48% Recall Any Campaign Element! % Recall Specific Campaign Elements!
15. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ 34$ 564$ 574$ Cross Media Exposure of Niagara Campaign Ads Among Those Aware of Any Ad Website! Print" (includes Globe & Mail, Food & Drink Magazine," & Niagara Travel Magazine)! TV! 84$ 94$ 34%! :4$
16. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ The advertising made me more interested in travelling to the Niagara Region, but currently I am not planning a trip there! The advertising left me with a favourable impression " of the Niagara Region, but did not really make " me more interested in taking a trip there! The advertising influenced my decision to" travel to the Niagara Region! I recall seeing the advertising, but it did not have any impact" on my feelings about, or interest in the Niagara Region! I recall seeing the advertising, but I cannot remember" if it had any impact on my feelings about, " or interest in the Niagara Region! I had already decided to travel to the Niagara Region, the advertising did not have any influence on my travel plans! Don't Know! Claimed Impact of Advertising Among those recalling any of the executions % Among" Families! % Among" Couples! 32! 36! 28! 28! 25! 19! 7! 6! 3! 6! 3! 2! 2! 2! Percent Stating ….. !
17. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Agreement with Advertising Statements Among those recalling any of the executions The advertising contained information " that is meaningful to me ! The advertising made me want to" learn more about the Niagara Region! The advertising made me more interested in traveling to the Niagara Region ! The advertising made me feel good about the Niagara Region The advertising made me think of " the Niagara Region in a new way ! The advertising made me feel that there's more to the Niagara Region than 'The Falls' +#';#.-$$)-,<.2========$ % Stating Agree Very Much! Total" %! Families*" %! Couples*%! 25! 30! 25! 34! 41! 42! 33! 42! 36! 39! 48! 37! 25! 30! 25! 50! 56! 60!
18. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Recall Any Ad " (n=149)! Do Not Recall (n=154) ! One of my top choices for a quick, restorative getaway! 7.6! 7.0! An exciting destination for a family getaway! 8.2! 7.7! A fun getaway destination for couples or friends! 8.3! 7.9! A place with lots to see and do ! 8.3! 7.9! There's so much to see and do, I need to stay overnight ! 7.8! 7.4! Influence of Advertising on Niagara Brand By campaign recall Average Rating Among GTA Travellers Who Recall/ Do Not Recall Any Niagara Advertising (1-10 Scale) Improvement In Score" With Campaign Recall:!
19. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategic Implications! Continue to direct advertising to the GTA ! The creative was effective and should be retained in future campaigns! The mix of broadcast media and print chosen for this campaign appears to have delivered good return on investment. One might consider optimizing website traffic and somewhat reducing the number of print vehicles in future campaigns (though Food & Drink should be retained)! While greater weight behind television would be beneficial, the heavy investment involved would have to be assessed relative to budget realities.! The role of online advertising and the web-site should be expanded with a focus on reaching these target groups. This could include customized and directed calls-to-action with linkage to other media. ! Future campaigns should be sensitive to the wider advertising context for Niagara. Efforts might be made to achieve some creative alignment with major attractions. One could also contemplate dialling up couples messaging and somewhat dialling-down family themes in light of the weight of the former that already exists in the marketplace.! !
20. Who are we talking to?!
21. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Target Market! Primary Core! ! Adults who are day/overnight visitors to Niagara Canada, 25-45 years of age, with an annual household income >$50,000, have attended college or graduate school. GTA and NY state.!
22. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Markets ! to be maintained! Boomers and Matures, who are empty nesters, 45-64 years of age, and are looking for a getaway weekend to relax and unwind from the stresses of everyday life, enjoy natural beauty, walks and fine dining; ! GenXers and Boomer couples, 35-54, want to experience as much as they can. Some travel with kids and some don䇻t. The younger target segments want to see & do. The older segments have seen & done, but would like to re-visit and/or share special places and moments. GTA and NY state. !
23. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Opportunity Markets ! !Generation Y/Millennials/Echo Boomers. 20-35. Gen Y will replace the Boomer as the most influential market movers and they are totally connected. By virtue of their age, they are less 䇾established䇿 are more likely to be single, buys things on impulse and love novelty.! LGBT. Although the age group is broad 25-64 the profile is similar. They tend to display extreme brand loyalty and are relatively easy to reach because of geographic clustering. On average enjoy a higher median income and more likely to go to fine restaurants, attend concerts or go to the theatre.!
24. What do we want to achieve?!
25. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Marketing Objectives !  Continue to build the Niagara Canada Brand identity. !  Increase the number of stakeholders leveraging the Niagara Canada Brand. !  Increase the number of day & overnight visitors. !  Increase visitors length of stay. !  Continue to build product awareness and experiences across the region. !  Build awareness and drive traffic to our MC&IT product. !  Create a marketing program revenue model.
26. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Marketing Strategies! MEET PARTNER CONNECT DISCOVER BRAND
27. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategies Build a strong, compelling, relevant and respected brand that creates a strong emotional connection with our visitors / customers by providing inspiring & memorable experiences with our Brand. BRAND
28. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue to build a brand that represents the region as a whole: A brand that will establish an emotional connection with visitors and drive profitable growth by being relevant, respected, connected and enduring.! BRAND
29. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue to employ consistency in all communications.! BRAND
30. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Build a Media Bank.! BRAND
31. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Create a Brand Dashboard. Set benchmarks and drivers to evaluate brand health and grow brand equity.! BRAND
32. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategies Create a desire in our visitors to want to keep exploring and re- discovering our region, making Niagara the couple, friend & family bgetaway` of choice, again and again. DISCOVER
33. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Engage visitors in a discovery experience of all Niagara䇻s diverse activities! DISCOVER
34. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Develop common offer and exclusive online promotions.! DISCOVER
35. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Dial up and promote Niagara culinary experiences! DISCOVER
36. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategies Create a bconnected world`
    for Niagara visitors to make it easy to choose Niagara; utilizing the latest technology to continue the dialogue to ensure repeat visits. CONNECT
37. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue to build an engaging, dynamic, content-rich website.! CONNECT
38. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Define & develop a more robust social media strategy. ! CONNECT
39. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives CONNECT www.facebook.com/visitniagara! @Visit_Niagara! #visitniag! www.youtube.com/VisitNiagaraCanada!
40. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue refining a SEM strategy. ! CONNECT
41. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Develop a mobile strategy.! CONNECT
42. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategies Develop strategic partnerships with stakeholders and local, provincial & federal tourism organizations and ensure that Niagara tourism dollars are well leveraged. PARTNER
43. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Build strategic, visitor-focused partnerships. ! PARTNER
44. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Select partnership programs that extend our reach. ! PARTNER
45. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Create revenue generating marketing programs for region participation. ! PARTNER
46. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Experiential FSI concept
47. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Strategies Develop a reputation as a world-class, diverse & exciting MC&IT destination. Showcase all Niagara`s meeting possibilities targeting meeting planners and decision makers. MEET
48. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue to build the Niagara Canada Meetings brand that represents the whole region.! MEET
49. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Continue to employ consistency in all communications.! MEET
50. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Initiatives Develop an MC&IT social media strategy. ! MEET
51. What next?!
52. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Callouts for: ! Event content! Common Offers! FSI program content! Online offer content! Stay in the loop!!! Sign up to register to receive TPN communication! ! We want your content!!!
53. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ Sign up today! www.niagarasrto.com! !
54. !"#$!%&'()*$+,'-.#')"(/$%0$1(,2,',$ BRAND Winter in Niagara ! Leading up to the New Years Eve event! on Global! December 10-31! 2 million viewership!
55. THANK YOU! Tina Truszyk! ! tina.truszyk@niagarasrto.com! ! @tsqquared!