Marketour June/July 2000

THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM

June/July 2000

TAKING ADVANTAGE OF WISCONSIN TOURISM'S 2000 MARKETING CAMPAIGN

Participants in the 2000 Governor's Conference on Tourism were given an inside look at the Department of Tourism's marketing plans for the coming year, including previews of the state's new ad campaign, research programs and technology initiatives. Unveiled at the Conference's annual Showcase event, these programs were summarized in the "Partnership Packet" handout, along with numerous ways businesses can work with the Department to maximize marketing budgets. Here are a few of those suggestions.

Work with your consultant
The Department of Tourism employs three consultants who travel throughout the state serving as liaisons between the Department and the industry. These consultants can provide tourism organizations and businesses with planning assistance and detailed explanations of the Department programs listed below. In eastern Wisconsin, contact Kit Sorenson (920/722-0507); in southern Wisconsin contact Debbie Skinner (608/267-0752); and in northern Wisconsin call Ruth Goetz (715/682-8040).

Sharing the "Stay" Message
Interested in using Wisconsin's new "Stay Just A Little Bit Longer" in your print advertising and collateral materials? The Department has camera-ready logos and suggested creative materials designed specifically for your use, including print ads, key rings, door hangers and placemats

Joint Effort Marketing (JEM) Program
The Joint Effort Marketing Program provides matching funds to help non-profit organizations promote tourism in Wisconsin through events, sales promotions, and regional brand marketing campaigns.

Information Technology
The Department's expanded information technology program is making it easier for consumers to find Wisconsin information online through the Department's Web site- www.travelwisconsin.com. Throughout the next year, the Department will be working with industry partners to ensure that we have more Wisconsin tourism information available through our Web site and call center. We will also have more thorough customer lead information available to Wisconsin tourism businesses and organizations.

Wisconsin Travel Information Centers
Wisconsin's Travel Information Centers are a fantastic distribution outlet for your collateral material, videos and displays.

Co-op Label Program
Your business can send specific information to customers who have requested Wisconsin tourism publications in the past. These names and addresses are available to you on pressure sensitive labels, and can be ordered by travelers' month of request, zip code, or requested publication. For more information, contact Nicole Baker at AB&L at 414/271-0101.

Image Library
The Department maintains an image library with high-quality Wisconsin images used for its' publications, publicity and advertisements. To find out how to submit images of your area, attraction or event, contact Scott Thom at 608/267-6703.

Public Relations Programs
The Department manages a comprehensive four-season publicity campaign designed to garner national and even international media coverage for Wisconsin tourism. For more information on how you can participate in our pr efforts, contact Krista Elias at 608/267-3773.

EMBRACING CHANGE AND UNDERSTANDING GENERATIONS: HIGHLIGHTS OF 2000 GOVERNOR'S CONFERENCE

The 2000 Governor's Conference on Tourism presented attendees with a variety of workshops covering leisure marketing, meetings/conventions, special events and cultural tourism. Attendees were also treated to two keynote presentations, which focused on embracing change, enhancing service and becoming more in tune with customers.

Sam Geist
Sam Geist, founder of the Outdoor Stores chain, kicked off the conference with an early morning keynote titled, "Why Should Someone Do Business With You...Rather Than Someone Else?" Geist left listeners with five action steps. The first is "understand today's new rules"; namely, businesses must be faster, cheaper and better than the competition. His second action step admonished listeners to "accept the challenge of change" by anticipating it and acting accordingly.

Developing a "customer perspective" is action three. Specifically, businesses must think like their customers will think tomorrow, and anticipate their needs and expectations. Fourth, he urged the crowd to "fulfill your service promise" every day. Finally, Geist urged business people to become "catalysts for action," and thus empower themselves to take control of change.

Lynne Lancaster and David Stillman (Bridgeworks)
Day two started with Lynne Lancaster and David Stillman of Bridgeworks, who presented "Golden Rules for Marketing to Generations."

Like Geist, the Bridgeworks team urged conference attendees to embrace change, this time by focusing on the shifting demographics of customers. According to Lancaster and Stillman, successful marketers must recognize the differences between the generations they serve, avoid stereotyping these generations and make emotional connections with them.

The Bridgeworks team identified four distinct generations. "Traditionalists" were defined as people in their mid-50s to mid-70s. They are fiscally conservative, have a high level of disposable income and are defined by their loyalty to jobs and institutions.

"Boomers" are people in their late 30s to early 50s. They tend to be very career-driven and also have high disposable incomes. Stressed with work and pressed for time, they are sandwiched by parents on one side and children on the other and struggle with acceptance of their own aging process.

"Generation X" is perhaps the most overly stereotyped of the generations. Although commonly portrayed as slackers, they are often hardworking and innovative businesspeople, although freedom is a primary goal. They are technologically savvy consumers who are skeptical of media and marketing.
The final generation is the "Millennials," a group encompassing toddlers to late teenagers. They share some traits with Gen-Xers, most notably cyber literacy and a perceived lack of respect. They struggle continually to get out of the Xer's shadow, and have surprisingly large spending power.

According to Lancaster and Stillman, marketers of tourism businesses who are willing to reach outside of their core demographic customer group can add significant incremental business. The key is getting past stereotypes and making true emotional connections with these groups. For example, a driving factor in vacation planning for stressed-out Boomers is the need to reconnect with family. Simple customer service, which allows them to concentrate on family, instead of details, can have significant results, as can subtle nods to their aging - larger type, better lighting, larger beds, etc.

Generation X'ers and the Millenials crave respect. They don't want to be sold to in the same manner as their parents, and plastic attempts at hipness are quickly recognized and greeted with disgust. Millenials are particularly wary, since they bristle at being lumped in with the Xers. On the other hand, marketers who reach out to them on their level, in their media, may establish customers for life.

Traditionalists also look for respect. They yearn to leave a legacy, and traditions are very important to them. Properties who can provide a continuation of their traditions will most likely be rewarded with loyalty (and business) in return.

Smart marketers, say Lancaster and Stillman, ask themselves which generations their current business is coming from and why, as well as which generations are opportunities. By recognizing these generation nuances, opportunities can be maximized.

BREAKING THROUGH THE AD CLUTTER

In late February, the Department conducted a telephone survey to gauge general awareness of Wisconsin tourism advertising prior to the launch of the new Stay Just A Little Bit Longer advertising campaign. This study, conducted with Chicago and Twin Cities residents, will provide a baseline against which the campaign's impact can be measured later in the year. Here are a few highlights:

* In the Chicago market, Wisconsin had the best recall rate of the Midwestern states. Chicago-area participants most frequently mentioned The Chicago Tribune as the medium where they recalled seeing travel advertising. Fifty-one percent of Chicagoans surveyed had visited Wisconsin in the past three years.

* In the Twin Cities market, Wisconsin again enjoyed the highest recall rate in the Midwest. The Minneapolis Star Tribune was the medium most frequently mentioned. Forty-five percent had visited Wisconsin in the past three years.

* Since the study was conducted during the late winter season, advertising for warm-weather climates was most strongly recalled. Although Wisconsin has a diminished advertising presence at this time of year, it still ranked highly among states outside of the top-ranking warm-weather tier (Florida, Arizona, California and Hawaii).

* Media clutter was prevalent within both markets. Eighty-six percent of all survey respondents recalled seeing a variety of states' travel-related advertising during the past six months. Thus, competition among advertisers for this audience's attention was fierce.

* Beautiful scenery was the most frequently recalled theme in travel advertising for participants in both metro areas. However, a strong brand identity statement (such as "Stay Just A Little Bit Longer") is needed to differentiate the ad and boost recall.

* Thirty percent of survey participants pointed to word-of-mouth as their most important source for vacation planning, followed by state Web sites (10.4 percent) and editorial coverage (9.4 percent).

For a copy of the complete research report, contact David Scheler at 608/261-8187 or dscheler@tourism.state.wi.us.

WEB TIPS:

The Five C's of Web Marketing
This issue's Web Tips column is summarized from another of the industry experts speaking at the Governor's Conference, technology consultant Juri Chabursky.

Chabursky preaches "The Five C's of Web Marketing" -- content, communication, consistence, convenience and control. In his opinion, a site's content should not merely be an online brochure, but rather an interactive communication vehicle capable of building a database. Sites must be convenient to use, with consistent protocol throughout that leaves visitors feeling in control of the navigation.

Chabursky points out that much of a site's user-friendliness (and overall effectiveness) is based on its search engine-friendliness. He suggests the following steps for setting up effective, search engine-friendly Web sites:

1. Select a business-oriented Internet service provider.
2. Set up a private domain (URL).
3. Determine the goals of the site.
4. Create separate pages for distinct areas.
5. Set up links to related sites. This is a key for search engines.
6. Don't link to "under construction" pages.
7. Remember the size of the screen.
8. Go easy on the graphics - they may slow down your site.
9. Re-use images and make logos the same size on each page. This will help speed download time.
10. Use a lot of white space.
11. Provide interaction.
12. Every page should link to your home page, and your e-mail address.
13. Make purchasing on your site quick and easy.

MEDIA LEADS
Slated to launch on Father's Day, Dads is a new monthly magazine and Web site geared towards new fathers. Editor Eric Garland is interested in top family travel destinations for men with children under the age of 18. Press materials can be sent to Mr. Garland at 1285 Avenue of the Americas, 35th Floor, New York, NY 10019.

10-SECOND WRITING CLINIC
Regardless vs. Irregardless
Use regardless when you mean "without regard for" or "in spite of." Avoid using irregardless, a double negative.

Correct: Regardless of the weather, we'll find plenty to do in Wisconsin.

PR'S GREATEST HITS
Cable, Wisconsin received high honors from the editors of Sports Afield magazine. The town made the publication's "America's 50 Best Outdoor Sports Towns" and "Top 10 Mountain Biking Towns" lists. Another top destination, the Apostle Islands/Bayfield area, was featured in the May edition of Boating Life, and Outside Magazine's Family Summer Planner 2000.

The launch of Wisconsin's new "Stay Just a Little Bit Longer" campaign has received extensive media coverage, including two mentions in George Lazarus' Chicago Tribune marketing column.

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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 June/July 2000 TAKING ADVANTAGE OF WISCONSIN TOURISM'S 2000 MARKETING CAMPAIGN Participants in the 2000 Governor's Conference on Tourism were given an inside look at the Department of Tourism's marketing plans for the coming year, including previews of the state's new ad campaign, research programs and technology initiatives. Unveiled at the Conference's annual Showcase event, these programs were summarized in the "Partnership Packet" handout, along with numerous ways businesses can work with the Department to maximize marketing budgets. Here are a few of those suggestions. Work with your consultant The Department of Tourism employs three consultants who travel throughout the state serving as liaisons between the Department and the industry. These consultants can provide tourism organizations and businesses with planning assistance and detailed explanations of the Department programs listed below. In eastern Wisconsin, contact Kit Sorenson (920/722-0507); in southern Wisconsin contact Debbie Skinner (608/267-0752); and in northern Wisconsin call Ruth Goetz (715/682-8040). Sharing the "Stay" Message Interested in using Wisconsin's new "Stay Just A Little Bit Longer" in your print advertising and collateral materials? The Department has camera-ready logos and suggested creative materials designed specifically for your use, including print ads, key rings, door hangers and placemats Joint Effort Marketing (JEM) Program The Joint Effort Marketing Program provides matching funds to help non-profit organizations promote tourism in Wisconsin through events, sales promotions, and regional brand marketing campaigns. Information Technology The Department's expanded information technology program is making it easier for consumers to find Wisconsin information online through the Department's Web site- www.travelwisconsin.com. Throughout the next year, the Department will be working with industry partners to ensure that we have more Wisconsin tourism information available through our Web site and call center. We will also have more thorough customer lead information available to Wisconsin tourism businesses and organizations. Wisconsin Travel Information Centers Wisconsin's Travel Information Centers are a fantastic distribution outlet for your collateral material, videos and displays. Co-op Label Program Your business can send specific information to customers who have requested Wisconsin tourism publications in the past. These names and addresses are available to you on pressure sensitive labels, and can be ordered by travelers' month of request, zip code, or requested publication. For more information, contact Nicole Baker at AB&L at 414/271-0101. Image Library The Department maintains an image library with high-quality Wisconsin images used for its' publications, publicity and advertisements. To find out how to submit images of your area, attraction or event, contact Scott Thom at 608/267-6703. Public Relations Programs The Department manages a comprehensive four-season publicity campaign designed to garner national and even international media coverage for Wisconsin tourism. For more information on how you can participate in our pr efforts, contact Krista Elias at 608/267-3773. EMBRACING CHANGE AND UNDERSTANDING GENERATIONS: HIGHLIGHTS OF 2000 GOVERNOR'S CONFERENCE The 2000 Governor's Conference on Tourism presented attendees with a variety of workshops covering leisure marketing, meetings/conventions, special events and cultural tourism. Attendees were also treated to two keynote presentations, which focused on embracing change, enhancing service and becoming more in tune with customers. Sam Geist Sam Geist, founder of the Outdoor Stores chain, kicked off the conference with an early morning keynote titled, "Why Should Someone Do Business With You...Rather Than Someone Else?" Geist left listeners with five action steps. The first is "understand today's new rules"; namely, businesses must be faster, cheaper and better than the competition. His second action step admonished listeners to "accept the challenge of change" by anticipating it and acting accordingly. Developing a "customer perspective" is action three. Specifically, businesses must think like their customers will think tomorrow, and anticipate their needs and expectations. Fourth, he urged the crowd to "fulfill your service promise" every day. Finally, Geist urged business people to become "catalysts for action," and thus empower themselves to take control of change. Lynne Lancaster and David Stillman (Bridgeworks) Day two started with Lynne Lancaster and David Stillman of Bridgeworks, who presented "Golden Rules for Marketing to Generations." Like Geist, the Bridgeworks team urged conference attendees to embrace change, this time by focusing on the shifting demographics of customers. According to Lancaster and Stillman, successful marketers must recognize the differences between the generations they serve, avoid stereotyping these generations and make emotional connections with them. The Bridgeworks team identified four distinct generations. "Traditionalists" were defined as people in their mid-50s to mid-70s. They are fiscally conservative, have a high level of disposable income and are defined by their loyalty to jobs and institutions. "Boomers" are people in their late 30s to early 50s. They tend to be very career-driven and also have high disposable incomes. Stressed with work and pressed for time, they are sandwiched by parents on one side and children on the other and struggle with acceptance of their own aging process. "Generation X" is perhaps the most overly stereotyped of the generations. Although commonly portrayed as slackers, they are often hardworking and innovative businesspeople, although freedom is a primary goal. They are technologically savvy consumers who are skeptical of media and marketing. The final generation is the "Millennials," a group encompassing toddlers to late teenagers. They share some traits with Gen-Xers, most notably cyber literacy and a perceived lack of respect. They struggle continually to get out of the Xer's shadow, and have surprisingly large spending power. According to Lancaster and Stillman, marketers of tourism businesses who are willing to reach outside of their core demographic customer group can add significant incremental business. The key is getting past stereotypes and making true emotional connections with these groups. For example, a driving factor in vacation planning for stressed-out Boomers is the need to reconnect with family. Simple customer service, which allows them to concentrate on family, instead of details, can have significant results, as can subtle nods to their aging - larger type, better lighting, larger beds, etc. Generation X'ers and the Millenials crave respect. They don't want to be sold to in the same manner as their parents, and plastic attempts at hipness are quickly recognized and greeted with disgust. Millenials are particularly wary, since they bristle at being lumped in with the Xers. On the other hand, marketers who reach out to them on their level, in their media, may establish customers for life. Traditionalists also look for respect. They yearn to leave a legacy, and traditions are very important to them. Properties who can provide a continuation of their traditions will most likely be rewarded with loyalty (and business) in return. Smart marketers, say Lancaster and Stillman, ask themselves which generations their current business is coming from and why, as well as which generations are opportunities. By recognizing these generation nuances, opportunities can be maximized. BREAKING THROUGH THE AD CLUTTER In late February, the Department conducted a telephone survey to gauge general awareness of Wisconsin tourism advertising prior to the launch of the new Stay Just A Little Bit Longer advertising campaign. This study, conducted with Chicago and Twin Cities residents, will provide a baseline against which the campaign's impact can be measured later in the year. Here are a few highlights: * In the Chicago market, Wisconsin had the best recall rate of the Midwestern states. Chicago-area participants most frequently mentioned The Chicago Tribune as the medium where they recalled seeing travel advertising. Fifty-one percent of Chicagoans surveyed had visited Wisconsin in the past three years. * In the Twin Cities market, Wisconsin again enjoyed the highest recall rate in the Midwest. The Minneapolis Star Tribune was the medium most frequently mentioned. Forty-five percent had visited Wisconsin in the past three years. * Since the study was conducted during the late winter season, advertising for warm-weather climates was most strongly recalled. Although Wisconsin has a diminished advertising presence at this time of year, it still ranked highly among states outside of the top-ranking warm-weather tier (Florida, Arizona, California and Hawaii). * Media clutter was prevalent within both markets. Eighty-six percent of all survey respondents recalled seeing a variety of states' travel-related advertising during the past six months. Thus, competition among advertisers for this audience's attention was fierce. * Beautiful scenery was the most frequently recalled theme in travel advertising for participants in both metro areas. However, a strong brand identity statement (such as "Stay Just A Little Bit Longer") is needed to differentiate the ad and boost recall. * Thirty percent of survey participants pointed to word-of-mouth as their most important source for vacation planning, followed by state Web sites (10.4 percent) and editorial coverage (9.4 percent). For a copy of the complete research report, contact David Scheler at 608/261-8187 or dscheler@tourism.state.wi.us. WEB TIPS: The Five C's of Web Marketing This issue's Web Tips column is summarized from another of the industry experts speaking at the Governor's Conference, technology consultant Juri Chabursky. Chabursky preaches "The Five C's of Web Marketing" -- content, communication, consistence, convenience and control. In his opinion, a site's content should not merely be an online brochure, but rather an interactive communication vehicle capable of building a database. Sites must be convenient to use, with consistent protocol throughout that leaves visitors feeling in control of the navigation. Chabursky points out that much of a site's user-friendliness (and overall effectiveness) is based on its search engine-friendliness. He suggests the following steps for setting up effective, search engine-friendly Web sites: 1. Select a business-oriented Internet service provider. 2. Set up a private domain (URL). 3. Determine the goals of the site. 4. Create separate pages for distinct areas. 5. Set up links to related sites. This is a key for search engines. 6. Don't link to "under construction" pages. 7. Remember the size of the screen. 8. Go easy on the graphics - they may slow down your site. 9. Re-use images and make logos the same size on each page. This will help speed download time. 10. Use a lot of white space. 11. Provide interaction. 12. Every page should link to your home page, and your e-mail address. 13. Make purchasing on your site quick and easy. MEDIA LEADS Slated to launch on Father's Day, Dads is a new monthly magazine and Web site geared towards new fathers. Editor Eric Garland is interested in top family travel destinations for men with children under the age of 18. Press materials can be sent to Mr. Garland at 1285 Avenue of the Americas, 35th Floor, New York, NY 10019. 10-SECOND WRITING CLINIC Regardless vs. Irregardless Use regardless when you mean "without regard for" or "in spite of." Avoid using irregardless, a double negative. Correct: Regardless of the weather, we'll find plenty to do in Wisconsin. PR'S GREATEST HITS Cable, Wisconsin received high honors from the editors of Sports Afield magazine. The town made the publication's "America's 50 Best Outdoor Sports Towns" and "Top 10 Mountain Biking Towns" lists. Another top destination, the Apostle Islands/Bayfield area, was featured in the May edition of Boating Life, and Outside Magazine's Family Summer Planner 2000. The launch of Wisconsin's new "Stay Just a Little Bit Longer" campaign has received extensive media coverage, including two mentions in George Lazarus' Chicago Tribune marketing column.
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