Joyce Schwarz presented on 21st century marketing strategies. She discussed how marketing has evolved from the 1970s focus on logos and design to utilizing various digital channels like email, websites and social media. She emphasized the importance of permission marketing, customizing messages for individual customers, and creating an "experience" to build loyalty. Some key strategies included affiliate marketing, bundling products, co-op marketing with other brands, and monetizing content across multiple platforms.
2. Are you stuck in the last century?
1970s – Age of logos, coordinated design and
corporate look. Color printing, slick paper. Slide
shows/presentations.
1980s – Direct mail & desktop publishing
---newsletters, brochures, magazines. Rise of
press release/PR. Events/holiday celebrations.
Community outreach/schools. Rise of
demographics. Videos/Visuals/Photography
1990’s – Email, Website,Dot Coms, Gen X, Gen
Y , Boomers, Yuppies– Rise of psychographics,
Extreme Sports/Events, Catalogs/commerce.
3. 20ST
CENTURY
Classic Marketing 4Ps
PRODUCT – WHAT ARE YOU
SELLING?
PRICE – pricing– individual, family,
senior, group prices
PLACE – LOCATION LOCATION
LOCATION…
PROMOTION –ADVERTISING, PR,
BROCHURES & COUPONS
4. THE “OLD” MARKETING
MIX
Ads –newspaper,
tourism pubs etc.
Collateral –
flyers/brochures
Public Relations/press
releases
Events
Signage/billboards
Direct
mail/newsletters
Group sales materials
Resellers– travel
agents, AAA etc
Website
Other?
6. The AGE OF ACCESS
GOAL IS TO CUT THROUGH THE
CLUTTER –
MAKE A NAME FOR YOURSELF
BRANDING
GETTING AND KEEPING MINDSHARE
LOYALTY, LOYALTY, LOYALTY
REFERRALS – selling once, selling many
7. 1 To 1 Marketing
Speak to the target 1 to 1 – not 1 to many –
end of ‘mass marketing’
Customize the message and the medium
OPT –IN DOUBLE OPT-IN
All marketing is LOCAL – rise of LBS –
location based services
511???
8. PERMISSION MARKETING
‘It ain’t spam if you want it”
“It ain’t junk mail if you want to read it”
Just get my persmission first
Pro-active marketing – pull versus push
Give me options and I’ll tell you what I
want
BUT you may have to bribe me to tell you!
9. OPT –IN / OPT -OUT
Confirm current mailing lists
Drawings/contests
Ezines –newsletters (sign-ups/pop-ups)
Registration onsite and online --- send me
more info –here’s what I’m interested in
a) adventure tours b) family c) special
events d) Christmas presents
10. ART OF ‘PRODUCTIZING’
NOT MARKETING JUST ONE PRODUCT –
NOT JUST A DESTINATION
THINK OF A RESORT– NATURE’S RESORT
– FULL-SERVICE RESORT
MARKET PACKAGES NOT TICKETS
THINK –LIFETIME, ANNUALLY, SEASONS,
MONTHLY, WEEKLY & MORE
THINK BENEFITS – a)Education b)
Entertainment c) Fitness/sport d) community e)
club f) BE PRO-ACTIVE
12. Up-sell/ Cross-Sell
Ideas for discussion:
A) Annual pass B) Season Pass
(summer/fall/winter/spring) 4-seasons.
C) Spring Break D) Intersession
E) Summer camp F) Family pass G)
Companion pass H) Frequent buyer points
I) Club J) Collectibles K) Gift of the month
13. AFFILIATE MARKETING
Sell while you sleep
Other people sell for you
Affiliate packages/percentages
Think/Avon/Amway for Nature
Sell services/products/packages
Think: Travel, Events, Gifts, Education,
Continuing Ed, Sports, Fitness,
14. Multi-Platform
Where to sell
In advance (up-sell)via phone
On-site (up-sell) –think stadiums/gyms
Online –email, ezine, events (Web/Ex)
Retail – tie-ins/promos/kiosks
Resellers – Travel agents/affiliates/concierges
MEDIA
E-commerce/retail product spin-offs.
15. C A V E
C – IS FOR:
Channel marketing
Community/clubs
Content – monetize
Co-op marketing – piggyback (other people’s
money) OPM
Commerce – lean forward versus lean back
Collectibles – eBay/ Antique Road Show
16. A –is for:
Affiliates – other people sell you
Ambassadors – VIP/opinion leaders
Adventure
After/before/during
Advertainment (advertising/entertainment)
Info-tainment, Edu-tainment, Custom-tainment
ADVENTURE
17. V –is for Visibility& Value
Reposition from ‘Visit” in your mind and
their’s. Not just a visitor – a member!!
Think sports club/health club/ski resort
Brand awareness, brand management,
branded entertainment
A) Sport B) Health/Fitness c) Eco-tours d)
Education e) Family f) Entertainment g)
Hobby h) Country Club /Rec - Center
18. E –is for Electronic
Website /SEARCH ENGINE
OPTIMIZATION/MARKETING/ PAY PER
LEAD – COA – cost of acquisition
Video on demand
Videos *Ecards
Audio *Electronic products
Music *Curriculum (Colonial Williamsburg)
Cave Safety (PSA)
Video Game
19. E is for Electronic Commerce
Affiliate sales – Linkshare
Amazon.com
Buy.com
2-way radios *GPS *CD ROM *DVD
*Walkie-Talkie *Screensaver, *Wallpaper
*Ecards *Halloween, *Xmas *Vday *Spring
Fling *Easter *Graduation *Mother’s Day
*Father’s Day *Summer *Back to School *Earth
Day *Anniversary
21. Hawaii – Co-Op Marketing
Ford *Bloomingdales
United Airlines *Samsonite
Bank of Hawaii *RayBan
Sheraton Hotels *Catalina
National Rent-A-Car *Macadamia Nuts
Tour Packagers *Grayline
Sailing Trips *Kodak
22. Woodstock Revival Festival
Kodak * Amtrak
Sony MP3 player *American Airlines
Kodak *Avis Rental Car
Pepsi *Greyhound
Mountain Dew * Birkenstock
Chevrolet *Amazon.com
Tower Records *Ticketmaster
23. CAVING –As Sport/ Resort
Kodak/Fuji *Almonds
Arrowhead Water *Raisins
Gatorade *MetRx
REI *Patagonia
Sports Chalet *Birkenstock
Amazon.com *Levis
Jewelry *Publishers & MORE
24. BRANDED ENTERTAINMENT
Books QVC Co-sponsored events
CD’s HSN
DVDs Edu-tainment
Videos Online Events
TV Shows Reality series
Travel Channel/Discovery/ Disney
LIFETIME (women) SPIKE (Men)
26. Co-Op Marketing Program Plan
$10,000 for 34 attractions -- $340,000
Sponsorship – co-op – 10 times that =
$3.4 million dollar plan of
promotion/marketing/ co-op sponsorship
MULTIPLIER – jobs/leads/market while
you sleep.
27. Services Available
½ day evaluation/recommendations $500
1 day on-site/ including travel $2500
1 day on-site/travel/ sponsorship
recommendations/leads/ marketing plan $5,000
1 day (no travel) sponsorship/marketing
recommendations/plan of action $3000 –monthly
check-in/update.
Event planning – TBD
28. Joyce A. Schwarz, JCOM
Travel/Tourism Marketing
Emerging Entertainment
Public Relations
Online Marketing – SEO
Sponsorship
Branded Entertainment
Email: Joycecom@aol.com , 310-822-3119