April 22, 2008 WV Assoc. of CVBs 1 Pre-Work - While Waiting 1. Find a blank index card on table 2. Front – write the name of the best CVB marketing tactic or project you’ve ever seen. Who did it? What made it great? 3. Back – write your question for me. What do you want to learn from this morning? 4. Write your name somewhere on card 5. Prizes awarded!
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
April 22, 2008WV Assoc. of CVBs
1
Pre-Work - While Waiting
1. Find a blank index card on table2. Front – write the name of the best CVB
marketing tactic or project you’ve ever seen. Who did it? What made it great?
3. Back – write your question for me. What do you want to learn from this morning?
4. Write your name somewhere on card5. Prizes awarded!
April 22, 2008WV Assoc. of CVBs
2
Bootstrap MarketingOpportunities & Ideas for CVBs
Presented by Skip LinebergMaple Creative
April 22, 2008WV Assoc. of CVBs
3
April 22, 2008WV Assoc. of CVBs
4
On Marketing• “What impression do you make, then,
when you appear to have invested very little in your own business? You are saying you lack confidence in your own enterprise. If you are not confident enough to invest in yourself, why would I spend money with you?”
Harry Beckwith – marketing guru, author
April 22, 2008WV Assoc. of CVBs
5
What is Bootstrap Marketing?
• Limited budget• Limited resources• Marketing by your bootstraps• Creating impact on very little
investment• Leveraging zero-cost tactics
April 22, 2008WV Assoc. of CVBs
6
Brand Identity
April 22, 2008WV Assoc. of CVBs
7
April 22, 2008WV Assoc. of CVBs
8
Research – Find Out
• Who’s coming to your place?• Why are they coming?• What is their world view/ lens?• Are trends shifting … and why?
April 22, 2008WV Assoc. of CVBs
9
Research – Helps You
• To evaluate your marketable assets• To define your target audience
(segmentation)• To test messages … see what
resonates• Become more effective
April 22, 2008WV Assoc. of CVBs
10
Research Tool - Zoomerang
• www.Zoomerang.com• Free, online research application• Create custom surveys• Up to 100 questions• Up to 1,000 invitees
– Find and organize– Begin to cultivate and build– Put them out for customers to discover
April 22, 2008WV Assoc. of CVBs
37
Maple’s Marketing Plan• Leverage our strong brand• Feature talent and creativity• New Web site – promote launch• Continue to feature our blog• Some advertising – very targeted• Sign boards at airport• Speaking engagements, publish articles• New print materials – folder, biz card,
note cards• Community service
April 22, 2008WV Assoc. of CVBs
38
On Leadership
• "You can either take action, or you can hang back and hope for a miracle. Miracles are great, but they are so unpredictable."- Peter Drucker