The Marketour August/September 2000

THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM

August - September 2000

OUT-OF-HOME ADVERTISING:
RIGHT FOR YOU?

In today's world of Web sites, e-zines and CD-ROM catalogs, you might think that a seemingly low-tech media category like out-of-home (or "outdoor") would be fading away. Think again. Spending on out-of-home advertising has steadily gone up since 1993 and recent sales of outdoor companies themselves have netted record prices.

Why all the interest? Despite soaring gas prices, Americans are spending an increased amount of time in their cars. Out-of-home advertising thus reaches a large, captive audience and, unlike most other media, provides a message that can't be zapped by a remote control or radio dial. Additionally, the number of options available to out-of-home advertisers has expanded greatly in recent years. The category now includes media vehicles such as buses, bus shelters, train stations, airport displays and even moving billboards, in addition to traditional fixed-location billboards.

Pros and Cons of Out-of-Home (OOH)
Like any form of advertising, out-of-home media has its pros and cons. On the plus side, as noted above, is its ability to generate large audience impression numbers, both in reach and frequency. And, unlike a broadcast ad, OOH provides a continuous presence all day, every day. OOH is generally considered a good way to reinforce branding messages delivered through other media, particularly when boards are located close to the point of purchase. Roadside boards are particularly valuable for tourist attractions as a directional device.

On the con side, OOH is not highly selective demographically and can have high production and out-of-pocket costs. In addition, most messages are only seen for a few seconds, so copy must be very brief. Finally, billboards in particularly scenic areas occasionally cause controversies regarding aesthetics. You might want to research the local political climate and visitor perceptions before committing to anything

The ABC's of OOH
As those buying it soon find out, OOH has a terminology unto itself. One of the most commonly used terms is showing. Showings are the degree of market coverage delivered with a given number of poster panels. This is very similar to the term gross rating points (GRPs) used with other media. For example, a #50 showing will deliver 50,000 daily exposures in a market with 100,000 people in it. Another commonly used sales term is daily effective circulation (DEC), which multiplies the traffic count past a particular board times 1.38 persons per vehicle. OOH buys are often negotiated based on minimum showings or DECs. If the traffic past a certain location doesn't meet expectations, a "make-good" is often offered, which typically allows the advertiser's message to stay up longer at that particular location, until the agreed-upon showing has been reached.

Types of OOH Advertising: Billboards
themselves come in a wide variety of sizes. Bulletin boards are commonly used for long-term commitments along interstate highways. They typically measure 14' x 48' and can be painted or done in printed vinyl. 30-sheet boards are slightly smaller (12' x 24') and are not generally used on interstates. Their images are printed on sheets of paper. 8 sheet boards (6' x 12') are usually used in residential areas depending upon zoning restrictions.

Out-of-home advertising offers a wide range of options. Among the most significant are mobile outdoor vans, transit boards and bus wraps. Signage on mobile outdoor vans is typically 10 1/2' x 36' and is purchased on a short-term basis. It is very effective for use at specific events, for sampling, and in conjunction with a direct mailing to a specific zip code. Transit boards can be found at bus stops or train stops and are particularly effective for reaching consumers in cities that rely upon public transportation - such as Chicago. Due to their location, they allow a longer message than billboards. Although extremely expensive, bus (and taxi) wraps are very eye-catching. They are bought on a long-term basis, typically for one year.

Three Tips for Successful Out-of-Home Advertising
Including too much information is the most common mistake in traditional OOH media. Billboard viewers only have a few seconds to get your message, so it must be simple and direct, or "tease" them into thinking about it as they drive on. Another common mistake is purchasing a billboard based only on pictures and maps of the billboard location. If you don't drive by it yourself, you could be in for a big surprise. You may want to find someone to view it if you can't make the trip. Another tip: negotiate production costs into your buy and establish a minimum level of exposure. If you don't reach that level of exposure, a "makegood" should be in order.

EXTENDING THE FALL SEASON - USING WEATHER TRENDS
TO YOUR ADVANGAGE

Recent weather patterns in Wisconsin, particularly milder winters, have had a significant impact on the state's tourism business. According to many experts, we're only experiencing the beginning of a long period of significant climactic change. A recent article in the Milwaukee Journal Sentinel noted, "Earth, right down to the 65,499-square-mile patch of it called Wisconsin, is getting measurably warmer - and most climate scientists say the process is accelerating and beginning to exert big changes on the environment."

How can we in the tourism industry respond to weather patterns in a way that uses them to our advantage? One answer is to extend the fall season. With milder weather continuing well into November and even December, travelers can still participate in activities once considered unfeasible in those months. For example, a warm November day might be a great chance to get in a late-season round of golf, a hike, or a few hours of fishing, boating or biking. The Wisconsin tourism industry can benefit by making it possible for people to take advantage of unseasonably warm weather, and target demographic groups (matures, empty-nesters, and aging boomers) who are most likely to visit the state during this time.

In addition to being as flexible as possible and staying open later in the season, we can make other efforts to capitalize on the longer fall. Promoting late-season trips as a way to take advantage of lower rates and less crowded surroundings can encourage travelers to consider this time of year. Holding late-season events and creating quick getaway packages that combine lodging with discounts on activities or attractions are other ways to draw shoulder season visitors. These packages could include activities like golf and biking (weather permitting) and, most importantly, should offer travelers plenty to choose from in the way of dining, shopping and other outdoor or indoor recreation. Extending the fall season needs to be a community-wide commitment. Visitors making the trip need to find the welcome mat out at businesses throughout the community.

WEB TIPS: DATABASE MARKETING THROUGH YOUR WED SITE

As we charge into the 21st century, technology is opening up new ways to reach potential visitors. With millions of people now going online in search of information on destinations, attractions and lodging, Web sites have become an essential marketing tool to many tourism-related businesses. If used as a customer database-building vehicle, these sites can be even more important.

Developing a good customer database is the key to getting through the clutter of "junk mail" people receive each day. One of the best ways for you to collect targeted customer information is through your Web site.

Names and mailing addresses have been the most common forms of information collected, but a few small additions can help make any database more targetable. Collected e-mail addresses create electronic avenues to reach potential customers quickly and easily and most Web surfers are willing to give them out. Don't forget to ask. Also, consider adding checklists of preferred vacation interests. This information can create great insight into the travel behavior of your customers, helping you to shape your business and to target them - through e-mail or conventional mail - with information of specific interest.

Although consumers are more inclined to share their data in the point-and-click world of the Internet than through traditional media, it doesn't hurt to offer them incentives. For example, a chance to win a free room night or meal is often enough to boost data query response significantly.

When collecting customer data, make sure you ask permission to contact them in the future and include an opt-out provision for those not interested in being contacted again. Protecting the privacy of your customers is essential to building an effective one-to-one marketing relationship.

Another suggestion: Make your Web site a travel resource. By including information on the top attractions and activities in your area, you will draw additional traffic to your site and ultimately to your business. Regular Web site updates also help attract repeat visits from customers.

Keep in mind that the information posted on your Web site works hand in hand with traditional customer service practices. Although people use the net to research travel opportunities, they still may want to speak to a real person when they have questions and particularly when they are ready to make a reservation. Your office staff should be aware of your site's content and be ready to expand upon the information provided there, as dictated by the caller. As always, your employees should keep the concept of one-to-one marketing in mind at all times.

QUICK TIPS
Media Leads

Odd, unusual and unique attractions are hot on the minds of the media this month.

Quirky and offbeat attractions are what Janet Friedman is looking for. The writer of a new guidebook to be published in 2001, Janet needs information on offbeat attractions, events, tours, museums, restaurants, hotels and roadside oddities found in Wisconsin. Any information can be e-mailed to Janet Friedman at eccusa@speedchoice.com or sent to 11865 East Purdue Avenue, Scottsdale, AZ 85259 by fall 2000.

North of the border, Ann Wallace is in search of information on unusual destinations, museums and other cultural activities and soft adventure tours for TravelScoop magazine. Editor-in-Chief of Canada's oldest travel news magazine, Ann can be reached at TravelScoop, 1033 Bay Street, Suite 218, Toronto, Ontario M5S 3A5 Canada.

10-Second Writing Clinic

Discreet vs. Discrete

Use discreet when you mean "prudent" or "careful" about what is said or done. Example: The tourist was not very discreet when taking photos at the memorial.

When you want to convey a meaning of "distinct" or "separate," use discrete. Example: The couple planned two discrete trips to Wisconsin, one as a family outing and one as a romantic getaway.

PR'S GREATEST HITS

Door County made quite a splash in May. The picturesque peninsula was touted as a top Midwest boating destination in the May issue of Trailer Boats magazine. The four-page article highlighted the communities of Sturgeon Bay, Egg Harbor, Fish Creek, Ephraim and Sister Bay.

Two Wisconsin attractions have made their presence felt on national television recently. The Milwaukee Public Museum's new Puelicher Butterfly Wing was featured on CBS "Sunday Morning" and NBC's "Today Show" focused on the community of Wisconsin Rapids as part of a winter feature on snowtubing.

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	Strategic Plans Programs & Services Media Room Research & Travel Trends Partners & Resources Driving Directions Online Toolbox Governor's Conference on Tourism Travelwisconsin.com		THE MARKETOUR A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM August - September 2000 OUT-OF-HOME ADVERTISING: RIGHT FOR YOU? In today's world of Web sites, e-zines and CD-ROM catalogs, you might think that a seemingly low-tech media category like out-of-home (or "outdoor") would be fading away. Think again. Spending on out-of-home advertising has steadily gone up since 1993 and recent sales of outdoor companies themselves have netted record prices. Why all the interest? Despite soaring gas prices, Americans are spending an increased amount of time in their cars. Out-of-home advertising thus reaches a large, captive audience and, unlike most other media, provides a message that can't be zapped by a remote control or radio dial. Additionally, the number of options available to out-of-home advertisers has expanded greatly in recent years. The category now includes media vehicles such as buses, bus shelters, train stations, airport displays and even moving billboards, in addition to traditional fixed-location billboards. Pros and Cons of Out-of-Home (OOH) Like any form of advertising, out-of-home media has its pros and cons. On the plus side, as noted above, is its ability to generate large audience impression numbers, both in reach and frequency. And, unlike a broadcast ad, OOH provides a continuous presence all day, every day. OOH is generally considered a good way to reinforce branding messages delivered through other media, particularly when boards are located close to the point of purchase. Roadside boards are particularly valuable for tourist attractions as a directional device. On the con side, OOH is not highly selective demographically and can have high production and out-of-pocket costs. In addition, most messages are only seen for a few seconds, so copy must be very brief. Finally, billboards in particularly scenic areas occasionally cause controversies regarding aesthetics. You might want to research the local political climate and visitor perceptions before committing to anything The ABC's of OOH As those buying it soon find out, OOH has a terminology unto itself. One of the most commonly used terms is showing. Showings are the degree of market coverage delivered with a given number of poster panels. This is very similar to the term gross rating points (GRPs) used with other media. For example, a #50 showing will deliver 50,000 daily exposures in a market with 100,000 people in it. Another commonly used sales term is daily effective circulation (DEC), which multiplies the traffic count past a particular board times 1.38 persons per vehicle. OOH buys are often negotiated based on minimum showings or DECs. If the traffic past a certain location doesn't meet expectations, a "make-good" is often offered, which typically allows the advertiser's message to stay up longer at that particular location, until the agreed-upon showing has been reached. Types of OOH Advertising: Billboards themselves come in a wide variety of sizes. Bulletin boards are commonly used for long-term commitments along interstate highways. They typically measure 14' x 48' and can be painted or done in printed vinyl. 30-sheet boards are slightly smaller (12' x 24') and are not generally used on interstates. Their images are printed on sheets of paper. 8 sheet boards (6' x 12') are usually used in residential areas depending upon zoning restrictions. Out-of-home advertising offers a wide range of options. Among the most significant are mobile outdoor vans, transit boards and bus wraps. Signage on mobile outdoor vans is typically 10 1/2' x 36' and is purchased on a short-term basis. It is very effective for use at specific events, for sampling, and in conjunction with a direct mailing to a specific zip code. Transit boards can be found at bus stops or train stops and are particularly effective for reaching consumers in cities that rely upon public transportation - such as Chicago. Due to their location, they allow a longer message than billboards. Although extremely expensive, bus (and taxi) wraps are very eye-catching. They are bought on a long-term basis, typically for one year. Three Tips for Successful Out-of-Home Advertising Including too much information is the most common mistake in traditional OOH media. Billboard viewers only have a few seconds to get your message, so it must be simple and direct, or "tease" them into thinking about it as they drive on. Another common mistake is purchasing a billboard based only on pictures and maps of the billboard location. If you don't drive by it yourself, you could be in for a big surprise. You may want to find someone to view it if you can't make the trip. Another tip: negotiate production costs into your buy and establish a minimum level of exposure. If you don't reach that level of exposure, a "makegood" should be in order. EXTENDING THE FALL SEASON - USING WEATHER TRENDS TO YOUR ADVANGAGE Recent weather patterns in Wisconsin, particularly milder winters, have had a significant impact on the state's tourism business. According to many experts, we're only experiencing the beginning of a long period of significant climactic change. A recent article in the Milwaukee Journal Sentinel noted, "Earth, right down to the 65,499-square-mile patch of it called Wisconsin, is getting measurably warmer - and most climate scientists say the process is accelerating and beginning to exert big changes on the environment." How can we in the tourism industry respond to weather patterns in a way that uses them to our advantage? One answer is to extend the fall season. With milder weather continuing well into November and even December, travelers can still participate in activities once considered unfeasible in those months. For example, a warm November day might be a great chance to get in a late-season round of golf, a hike, or a few hours of fishing, boating or biking. The Wisconsin tourism industry can benefit by making it possible for people to take advantage of unseasonably warm weather, and target demographic groups (matures, empty-nesters, and aging boomers) who are most likely to visit the state during this time. In addition to being as flexible as possible and staying open later in the season, we can make other efforts to capitalize on the longer fall. Promoting late-season trips as a way to take advantage of lower rates and less crowded surroundings can encourage travelers to consider this time of year. Holding late-season events and creating quick getaway packages that combine lodging with discounts on activities or attractions are other ways to draw shoulder season visitors. These packages could include activities like golf and biking (weather permitting) and, most importantly, should offer travelers plenty to choose from in the way of dining, shopping and other outdoor or indoor recreation. Extending the fall season needs to be a community-wide commitment. Visitors making the trip need to find the welcome mat out at businesses throughout the community. WEB TIPS: DATABASE MARKETING THROUGH YOUR WED SITE As we charge into the 21st century, technology is opening up new ways to reach potential visitors. With millions of people now going online in search of information on destinations, attractions and lodging, Web sites have become an essential marketing tool to many tourism-related businesses. If used as a customer database-building vehicle, these sites can be even more important. Developing a good customer database is the key to getting through the clutter of "junk mail" people receive each day. One of the best ways for you to collect targeted customer information is through your Web site. Names and mailing addresses have been the most common forms of information collected, but a few small additions can help make any database more targetable. Collected e-mail addresses create electronic avenues to reach potential customers quickly and easily and most Web surfers are willing to give them out. Don't forget to ask. Also, consider adding checklists of preferred vacation interests. This information can create great insight into the travel behavior of your customers, helping you to shape your business and to target them - through e-mail or conventional mail - with information of specific interest. Although consumers are more inclined to share their data in the point-and-click world of the Internet than through traditional media, it doesn't hurt to offer them incentives. For example, a chance to win a free room night or meal is often enough to boost data query response significantly. When collecting customer data, make sure you ask permission to contact them in the future and include an opt-out provision for those not interested in being contacted again. Protecting the privacy of your customers is essential to building an effective one-to-one marketing relationship. Another suggestion: Make your Web site a travel resource. By including information on the top attractions and activities in your area, you will draw additional traffic to your site and ultimately to your business. Regular Web site updates also help attract repeat visits from customers. Keep in mind that the information posted on your Web site works hand in hand with traditional customer service practices. Although people use the net to research travel opportunities, they still may want to speak to a real person when they have questions and particularly when they are ready to make a reservation. Your office staff should be aware of your site's content and be ready to expand upon the information provided there, as dictated by the caller. As always, your employees should keep the concept of one-to-one marketing in mind at all times. QUICK TIPS Media Leads Odd, unusual and unique attractions are hot on the minds of the media this month. Quirky and offbeat attractions are what Janet Friedman is looking for. The writer of a new guidebook to be published in 2001, Janet needs information on offbeat attractions, events, tours, museums, restaurants, hotels and roadside oddities found in Wisconsin. Any information can be e-mailed to Janet Friedman at eccusa@speedchoice.com or sent to 11865 East Purdue Avenue, Scottsdale, AZ 85259 by fall 2000. North of the border, Ann Wallace is in search of information on unusual destinations, museums and other cultural activities and soft adventure tours for TravelScoop magazine. Editor-in-Chief of Canada's oldest travel news magazine, Ann can be reached at TravelScoop, 1033 Bay Street, Suite 218, Toronto, Ontario M5S 3A5 Canada. 10-Second Writing Clinic Discreet vs. Discrete Use discreet when you mean "prudent" or "careful" about what is said or done. Example: The tourist was not very discreet when taking photos at the memorial. When you want to convey a meaning of "distinct" or "separate," use discrete. Example: The couple planned two discrete trips to Wisconsin, one as a family outing and one as a romantic getaway. PR'S GREATEST HITS Door County made quite a splash in May. The picturesque peninsula was touted as a top Midwest boating destination in the May issue of Trailer Boats magazine. The four-page article highlighted the communities of Sturgeon Bay, Egg Harbor, Fish Creek, Ephraim and Sister Bay. Two Wisconsin attractions have made their presence felt on national television recently. The Milwaukee Public Museum's new Puelicher Butterfly Wing was featured on CBS "Sunday Morning" and NBC's "Today Show" focused on the community of Wisconsin Rapids as part of a winter feature on snowtubing.
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