7. “The city has not raised tax rates since
1996 and has even lowered them at
times,” Grapevine Economic
Development Manager Dan Truex said.
8. “The fact that we’re building on
hospitality, retail and entertainment,
where people come in and spend
money here, that enables us to keep a
lower property tax rate for the
residents,” Truex said. “The citizens can
enjoy a high quality of services, and at
the same time have a low tax rate.”
14. Tribes
2. Connect your tribe(s) to niche segments.
3. What products/services do you have within
the niche segments?
Source: Nicole Davis, Ph.D; SIU Carbondale
16. • What’s the tribe?
• What’s the niche segment at the destination?
• How do they connect the niche segment to the
tribe?
– Photos
– Pull quotes from “foodie” publications
– Foodie events
– Videos
– Recipes
– ???
• What products do they feature to support the
niche segment?
Tribes
Source: Nicole Davis, Ph.D; SIU Carbondale
18. Brand = A name, term, sign, symbol or
design (or combination of these elements)
that identifies products or services and
differentiates them from others.
Branding = The process of endowing
products or services with the power of a
brand.
Source: Marketing for Hospitality and Tourism
19. Or …
A brand is what people say or think about
you when you’re not around.
Source: Marketing for Hospitality and Tourism
21. Branding
• Marketers should position brands clearly in
target customers’ minds.
– Product attributes
– Desirable benefits
– Strong beliefs and values
Source: Marketing for Hospitality and Tourism
32. "The most important thing is to
involve the community in tourism
planning. You can't have a successful
tourism endeavor unless the
community is with you.“ – Ingrid
Schneider, Tourism Center Director
Source: University of Minnesota Extension
33. Building Community Buy In
• Local media
• Community forums
• Surveys
• Public speakers
• Social media
• Special programs
– Familiarization tours
– National Travel & Tourism Week
Source: University of Minnesota Extension
46. Content Marketing
• Embodies an organization’s core brand elements
• Uses a variety of media formats to tell an
organizations’ story (text, video, audio, photos,
etc.)
• Can be read on a variety of devices including
computers, tablets, smartphones, and others
• Is distributed via owned, third party, and social
media platforms
• Provides measurable results through the use of
appropriate calls-to-action and promotional
codes
Source: Heidi Cohen, Riverside Marketing Strategies
47. Content Marketing
• Includes
– Newsletters
– Blog posts
– Whitepapers
– Videos
– Podcasts
– Tweets
– Posts
– Webinars
– More!
Source: Jason Falls, Social Media Explorer
It’s everything the product means to consumers. Their perceptions and feelings about a product and its performance.
Use only Angus beef
Experience the celebration of exceptional food and wine
Your state of mind will transform just like the land you’re passing through.
Advertising = paid promotions
Sales = make sales and build customer relationships
Public relations = building good relations with the company’s various publics by obtaining favorable publicity, building up the corporate image, and handling of unfavorable stories
Direct marketing = targeting individual consumers via mail, phone, TV, email, Internet
Promotions = short-term incentives to encourage the purchase or sale of a product or service