THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM

April/May 2000

ETHNIC MARKETING AND YOUR BOTTOM LINE
Intelligent marketers are paying attention to cultural sensitivity. Why? Recent studies show that the multicultural market has a national spending power of $1.2 trillion, with travel expenditures exceeding $65 billion.

Research Demographic Trends
Ethnic marketing means promoting, packaging and pricing a product specifically for a target population based on race or ancestral heritage. Savvy marketers trying to capture these lucrative ethnic markets know the demographic trends of each group.

The Hispanic demographic segment is projected to be the nation's largest ethnic group by the year 2010. Asian-Americans are transitioning from an immigrant population into a growing American-born community. Studies show that the African-American demographic is increasingly shifting toward the middle class.

According to Ken Smilde's Target Market News, African-Americans spend $1 billion per year on air travel, $746 million on out-of-town lodging, and $182 million on car rentals. Although fewer African-Americans than Caucasians take luxury vacations, the African-American travel market is growing.

Hispanic Is Not a Race
Often, general market campaigns cannot be translated literally to Hispanic consumers. Understand that Hispanic is not a race. Hispanics have come to the United States from various countries throughout Latin America and the Caribbean, with the largest percentage coming from Mexico. They are bound together by the Spanish language; yet real cultural differences exist.

Be Sensitive to Cultural Nuances
Besides communicating in the correct language, it is important to remember cultural nuances. For example, advertisements depicting families rather than singles play well to Asian-American markets. But remember that their families, typically larger than Caucasian families, spend more on living expenses.

Culture also plays an important role in how advertising is perceived. Examine the fashion models and actors that appear in advertisements; the exclusive use of light-skinned ethnic models, no longer plays well to the ethnic consumer.

Radio: A Good Choice
What about the choice of media? Don't underestimate the value of using ethnic media. Radio promotions, for instance, are a highly effective tool for reaching the African-American and Hispanic markets. Typically brand loyal, many ethnic consumers pay attention to companies that use media they think of as their own.

Online communication can be used effectively for targeted marketing, especially for reaching subgroups. Asian Avenue (www.asianavenue.com), for example, enables marketers to reach segments of the Asian-American community such as Chinese, Filipino, Japanese, Korean, Laotian or Thai.

Like relationship marketing, ethnic marketing should be conducted with a strategic approach. This is certainly the approach taken by the WDOT, which uses a multicultural marketing agency, Sykes Communications, to develop ad campaigns and marketing programs geared specifically toward ethnic audiences.

10-SECOND WRITING CLINIC
Each Other vs. One Another
Use each other if the sentence involves two people; when referring to more than two people, use one another.

Correct: The couple looked to each other for travel ideas. The cycling club members help one another plan group trips.

Either phrase may be used when the number is undefined.

Correct: We enjoy traveling with each other. We enjoy traveling with one another.

PR'S GREATEST HITS
Sauk City's bald eagles were in the international spotlight recently. On Feb. 5, CNN Headline News aired a feature on the city's eagle-based tourism industry. The story, which also ran Feb. 6 on CNN's "Earth Matters" program, examined the positive effect the eagles have had on the local economy and their impact on attractions such as Wollersheim Winery.

Boating World editor Alan Jones explored the lore of musky fishing in Wisconsin's Northwoods in an article entitled "In Search of the Great Muskie." The feature, in the magazine's March issue, chronicled his quest for Wisconsin's best-known fish on lakes in the Hayward and Boulder Junction areas. Hayward's National Fresh Water Fishing Hall of Fame was also included.

MEDIA LEADS
The list of media vehicles targeting multicultural consumers has swelled in recent years, as has the range of topics they cover. Here are several examples of publications that write about travel and tourism and are interested in receiving Wisconsin travel information.

The Milwaukee Community Journal is Milwaukee's largest newspaper focusing on issues in the African-American community. Travel information can be sent to 3612 N. Martin Luther King Drive, Milwaukee, WI 53212-4198.

Pathfinders Travel is a quarterly travel magazine aimed at helping the African-American traveler plan unique vacations. Materials can be sent to 6424 N. 13 St., Philadelphia, PA 19126-3601.

La Raza is Chicago's largest Spanish-language newspaper. Published weekly, it reaches 150,000 readers. Materials can be sent to 3909 N. Ashland Ave., Chicago, IL 60613-2501.

STAFFING UP FOR HIGH SEASON - RECRUITMENT & TRAINING OF SEASONAL EMPLOYEES
For many tourism businesses, the busy summer travel season means recruiting and training additional staff. With today's tight labor market, this has become increasingly difficult. Here are a few examples of how Wisconsin's tourism industry is rising to the challenge.

Heavily reliant on seasonal staff, Noah's Ark in Wisconsin Dells hires 550 additional employees for the summer. Recruitment starts as early as December at college job fairs. Job information is also provided to high schools. Still, about half of their seasonal staff each year consists of repeat employees, who are also the water park's most effective recruitment tool, since they often refer new employees.

Material incentives come in the form of year-end bonuses for staff working the entire season and prizes, for employees who garner high customer-service ratings. Yet Shelly Rusinski of Noah's Ark believes that it's the respect shown to employees and the social environment that make the water park a desirable workplace. At the end of the summer, Rusinski says, it's not uncommon to see employees shed a few tears over leaving their workplace.

Milwaukee's Summerfest is also dependent on seasonal staff. The 11-day festival and other events on the grounds require 1,400 part-time employees. Again, recruiting targets high schools and colleges. Job availability is highlighted on Summerfest's Web site and hot line. A common motivator for all employees, according to Bill Wesley of Milwaukee World Festivals, is meeting the challenge of pulling off such a large special event.

In Door County, the short labor supply has led some businesses to be even more creative in meeting staffing needs. When typical recruitment practices weren't enough, the Landmark Resort in Egg Harbor took a global approach - hiring college students from around the world. These students, who seek to improve their English skills and travel in the United States, are often able to continue working during the increasingly important fall season.

To better attract students from outside the country, Landmark built a 20-unit dormitory last year. The availability of affordable summer housing is crucial. According to Mary Smale of Landmark Resort, considerations also include providing employee transportation for errands and social activities. Smale emphasized that the investment is a matter of putting a premium on high-quality customer service.

Similarly, Al Johnson's Swedish Restaurant in Sister Bay has turned to staff from overseas. From mid-May through October, the restaurant adds 75 seasonal employees to its 50 year-round staff. Al Johnson's rewards employees who bring in new staff with "finder's fees." Word-of-mouth has always been a strong recruitment tool, yet when it wasn't enough to meet staffing demands, the restaurant forged relationships with two organizations that connect foreign students with seasonal jobs in the United States. As an added benefit, the restaurant's patrons often say that they enjoy chatting with the students about their homelands.

Training programs at all of these businesses obviously vary. Yet what they all have in common is a strong reliance on supervisory and other repeat staff. Many new employees have minimal pre-season training and learn on the job, so the expertise of the more experienced staff in guiding new recruits and solving problems is key to making sure business runs smoothly.
A new way for employers to recruit seasonal full and part-time jobs is through www.wisummerjobs.org. The Web site, provided by the Wisconsin Department of Workforce Development, allows employers to list openings, housing and benefits. Job seekers are able to search for employment and post resumes. For more information, or to post job openings, contact your local job center or call 1-888-258-9966.

FOCUS GROUPS PINPOINT EFFECTIVE MARKETING VEHICLES
The Department of Tourism recently conducted focus groups in Chicago, Milwaukee and Minneapolis/St. Paul. Participants were asked about their exposure to a wide variety of media, including brochures, Web sites, radio and direct mail. Although conducted for Department use, the research is useful to industry members as they develop marketing materials for the coming year.

A picture tells a thousand words
It may be a cliché, but nothing is more important to the success of a Web site, brochure or ad than quality photography. Photos should be clear and bright, with clean composition and compelling subject matter. Those that showed people engaging in an activity were particularly popular among all groups, garnering comments such as "I can see myself there." On the other hand, close-ups of people did not receive a positive reaction. One factor unique to Web sites was the importance of quick loading of photos and graphics. A high-impact photo has no impact if the potential customer gives up before seeing it.

Net surfers still use phones
Internet use by leisure travelers is growing exponentially. However, Web site designers should remember that many surfers still want relevant phone numbers. Though most use the Internet as an information source, nothing replaces talking to a human.

Internet users are likely to have more specific information needs in mind than someone who gets a brochure in the mail or idly picks up a publication. Therefore, sites should make it easy for surfers to find specific information - but not at the expense of interested "shoppers." Make sure your site is filled with specific information and links, to keep the information-seekers happy, while incorporating general information for shoppers. Maps, mileage/driving information, toll-free phone numbers and links to related businesses are strongly recommended to help the customer collect important information.

A final note on Web sites: Avoid the use of banner ads, unless you know your site targets a specific audience and can tailor the ads accordingly.

Direct mail vs. junk mail
Direct mail did draw some positive responses from focus group participants. Some suggestions: Send a "thank you" note or card after patrons have returned home and had time to reflect on their vacation. Occasionally, send an invitation card to valued customers to remind them of the fun they had and to show that you remember them.

Another note: Direct mail sent to mass markets will more likely be opened if it does not appear to be in a junk-mail size and format. The cover should have a very strong visual and a compelling message to get the customer to open it. As in print ads, publications and Web sites, provide a toll-free number, e-mail address and Web site address in an easily noticeable location.

Radio advertising - taking advantage of drive time
All focus group participants paid attention to sponsorship announcements made during radio traffic reports. Radio lends itself to live news-format staples like weather reports. Take advantage of the time-sensitive nature of this medium by advertising specific events, seasonal activities and limited-time promotions. Don't try to emphasize scenic beauty with this medium, since it can't provide pictures. As with any ad, cut through the clutter by keeping the message simple.

Sunday papers - and the value of "good ink"
Sunday newspaper travel section ads were frequently mentioned as good sources for ideas and information. Simple and meaningful headlines with great pictures are what participants suggested as the most effective means of getting their attention.

Editorial content in magazines and newspapers, and on local television and radio news broadcasts, was considered very informative and second in credibility only to word-of-mouth information. Bottom line? Make sure PR activities are part of your overall marketing plan.