THE MARKETOUR
A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
February - March 2003
In this issue:
- Electronic PR: How to Use Technology to Your Advantage
- Travel Tracker: 2001 Domestic Travel by Activity and Age
- Don't Miss the 2003 Governor's Conference on Tourism
- 10-Second Writing Clinic
- Web Tips
- PR Greatest Hits
- Media Leads
Electronic PR: How to Use Technology to Your Advantage
During the past several years, the Internet and e-mail have had a tremendous impact on how the tourism industry deals with its customers and prospective customers. The effect of these technologies on how the industry relates to the media has been equally significant. In a recent survey by Vocus, Inc., a technology company providing Web-based automation for the public relations industry, more than 70 percent of journalists queried felt that the Internet was the technology that had had the greatest impact on journalism in the last three years. Equally significant was the rising acceptance of e-mail among journalists. Nearly 83 percent cited e-mail (with links or attachments) as their preferred method for receiving news releases, as compared to eight percent for mail, five percent for phone and four percent for fax.
Recognizing this paradigm shift, many tourism marketers have changed the way they present information to the media, incorporating newsrooms into their Web sites and utilizing e-mail for press release distribution and pitching. However, while these technological innovations have made it easier and more efficient for organizations to get their information out, marketers must take care to use these tools appropriately.
One of the journalists' biggest areas of complaint is unsolicited or "spam" e-mail. With editorial e-mail lists readily available, the urge to dispatch continual news releases to journalists may be hard to resist. But it can easily backfire.
"Once I recognize a person who continuously spams me, I am more likely to delete their messages without looking at them," said Gordon Ung, news editor of Maximum PC magazine. "When they finally send me something that fits my publication, I may overlook it."
Ung's sentiments are typical. According to the Vocus study, the top request journalists had for marketers was to pitch them only with news that they cover. Since 17 percent of the journalists received more than 200 press releases per week, and 33 percent received 100-200, it is easy to see why they could feel overwhelmed.
The key is to target your releases and remember that quantity doesn't equal quality. Before you mass e-mail, know which outlets are most likely to cover the particular news that you are releasing, which reporters have covered you in the past and whether or not your story fits into their beat. Also, be sure to provide journalists the opportunity to opt out of receiving your news and to be removed from all future lists.
So what are journalists looking for in e-mailed releases and pitches? An immediate, relevant news hook.
"Reporters don't have time to waste," says Laura Marshall, national media consultant and author of the study How Reporters Feel About E-mail Pitches. "They want to know, as quickly as possible, what you have to say that might interest them. Give them a short, sharp newsworthy topic in the subject line, and deliver real news in the first paragraph, without any jargon or hype. Otherwise you will lose the reporter's attention."
While there wasn't a clear consensus as to whether journalists preferred e-releases with attachments or links, it is probably safer to leave attachments and graphics off unless you know the recipient well.
"Occasional attachments are fine, but generally they fill up my e-mail space and sometimes have bugs," says Victoria Colliver of the San Francisco Chronicle.
Directing journalists to your Web site is a good alternative for providing both graphics and additional information, particularly if you can link them to a special pressroom section. Providing high-quality, downloadable images is particularly important. When asked what companies could do better with the Web sites and e-releases, 36 percent of the journalists in the Vocus survey cited "provide images" as their first choice.
If you find yourself wondering what the proper protocol is for media e-mails, Web sites and electronic communication, remember to follow the basic principles of media relations such as targeting releases, establishing relationships and following through with quality information. While technology has changed, these basic rules of thumb haven't.
2001
Domestic Travel Report: Travel by Activity and Age
This edition of Travel Tracker reviews top travel activities and age group trends as noted in the Travel Industry Association of America's 2002 Domestic Travel Report.
Travel Activities
The most popular activity among American travelers continues to be shopping, with 34 percent of all trips involving shopping of some form. Second is outdoor activities, including national and state park visits, with 23 percent of trips involving such recreation. Beaches rank third, at 11 percent, and gambling follows, with eight percent.
When analyzed by trip activity, the demographic profile of households is fairly similar for those participating in shopping, outdoor activities and beach recreation. Typically, these participants are married, in their mid-forties, working in managerial/professional occupations and have annual household incomes of $67,000 to $73,000. Travelers who participate in gambling as a trip activity tend to be older (52 years), more frequently come from a one-person household (27 percent) and have lower annual household incomes, at about $63,100.
Differences Among Age Groups
With Baby Boomers comprising 40 percent of the adult population, it's not surprising that the highest volume of travel, 44 percent of trips in the United States, comes from this age group. Mature travelers, defined as those age 55 and over, account for 33 percent of trips, while Generation X and Generation Y together make up the remaining 23 percent.
Obvious demographic differences are evident when comparing age groups. Generation X and Generation Y are the least likely to be married or own a home. Their average age is 29, and their average annual household income is $51,400.
Seventy percent of Baby Boomers are married, and more than 50 percent have children living in their households. Eighty-three percent are homeowners. Boomers are the most affluent age group, with an average annual household income of $78,600.
Among the Matures age group, 47 percent are retired. Their average annual household income is $67,900. Similar to Baby Boomers, a high percentage of Matures, 87 percent, own a home. They have the highest percentage of one-person households, at 27 percent.
Many trip characteristics are similar among age groups; for example, leisure is the purpose most often given by all groups for their trips. Yet a few differences are apparent. Baby Boomers are more likely to be traveling on business or attending a convention; travel by air; and stay in a hotel, motel or B&B. Matures are slightly more likely to be traveling alone and much less likely to be traveling with children than either of the other two age groups. Generation X and Generation Y travelers are slightly more likely to engage in shopping and outdoor activities than Matures, who are more likely to visit historical places/museums and go gambling.
For more information from the Travel Industry Association of America's 2002 Domestic Travel Report, contact Sue Hamilton at 608/266-6792. Click here to sign up to receive the monthly Travel Tracker e-bulletin.
Don't Miss the 2003 Governor's Conference on Tourism
- March 16-18
- The Kalahari Resort & Convention Center, Wisconsin Dells
- For more information, contact Dawn Aspenson at 608/266-3978.
- Current information is also available at the conference Web site, www.wigcot.org.
10-Second Writing Clinic
Usage of capital vs. capitol
Capital refers to the city where a seat of government is located. Capital can also be used as a financial term to describe money, equipment or property. Do not capitalize it when used in either sense.
Examples: Wisconsin's capital city, Madison, is a vibrant university town. The nonprofit organization conducted a capital campaign to raise funds for a new headquarters.
Capitol refers to the official building that houses the governmental body. Capitalize it when referring to the U.S. Capitol in Washington or the official building in a specific state.
Examples: The senators and the president met in the east wing of the Capitol. We toured the Wisconsin Capitol and were impressed by its architectural magnificence. His goal was to visit the capitols of all 50 states.
Web Tips
Online Coupons and Special Offers
As the digital world continues to grow and refine, the Web has become many travelers' media of choice for researching travel destinations, and planning and booking everything from airfare to horseback rides. And more and more of these travelers are looking for great online travel deals.
Coupons or special offers for free or discounted room nights, attraction tickets and the like are enthusiastically received by Internet users, and can often make the difference in discretionary spending decisions. Online offers are also a great way to react to seasonal opportunities, since they can be updated instantly.
To make online promotions and offers easy to find, create a special page on your Web site highlighted on the home page, and don't forget to keep the offers up-to-date and seasonal. Include mentions of online offers in ads and other communications wherever possible. A simple "check out our online specials" note can help to draw Web site visitors. However, use pop-up windows with caution. Browser software is getting more sophisticated at blocking pop-ups everyday, and your offer could be lost in the mix.
One of the most attractive online offers for travelers are package deals including lodging, meals, attractions, etc. Package deals create a "one-stop shopping" feel and are a great approach to pull in travelers during the slower times of year. Package deals arranged through local CVB's can also be submitted to the Wisconsin Department of Tourism for inclusion on travelwisconsin.com and in e-mail newsletters.
Online coupons and special offers are a simple and quick way to help turn that casual Web site visit into a sale. Remember that not all online offers have to be discounts. Consider the use of gas gift cards and other "added value" items to make an offer stand out. If you take the time to create an attractive offer and promote it effectively, your visitors won't be the only ones smiling.
PR Greatest Hits
Wisconsin destinations and events have been featured recently on some of the country's top Web sites.
Wisconsin's natural beauty took center stage as Kate Rice explored the state for two travel articles on ABC.com. Devil's Lake State Park's scenic bluffs, glacial lake and trails system was highlighted in an article spotlighting the nation's best state parks, while Wisconsin's spectacular fall color display was featured in an autumn article regarding top fall color destinations.
Chicagotribune.com featured the winter spectacle of the Hudson Hot Air Affair on its December electronic pages. The article by David Iushewitz explored the history of the "Midwest's largest winter hot air balloon fest" and the Hudson area itself.
Media Leads
A collection of new travel magazines are looking for story ideas this month.
Fine travel and epicurean delights are the name of the game for the editors and readers of Intermezzo, the new travel magazine from T.F. Associates. The editors are looking for leads on spectacular travel destinations, cooking schools and wine experiences. Suggestions can be sent to Roseann Tully, 99 Essex Street, Melrose, MA 02176 or rtully@intermezzomagazine.com.
The editors at Ramp, a new men's lifestyle magazine aimed at male readers in their twenties and thirties, are looking for adventure travel story ideas from throughout the country. Story ideas and information can be sent to Michael Rovner, deputy editor, via e-mail at mrovner@rampmag.com.
