THE MARKETOUR

A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM

June-July, 2001

TIPS FOR REACHING THE GROWING HISPANIC/LATINO MARKET

Spanish-speaking people are one of the fastest-growing segments of the U.S. population. Chicago's Hispanic/Latino population - already the nation's third largest - has grown 111 percent in the past 20 years and is projected to increase another 53 percent in the next 10 years, to more than 2.1 million. With significant increases in the Hispanic/Latino population occurring throughout the Midwest, the implications for tourism industry marketers are significant. 

The Wisconsin Department of Tourism recently took an in-depth look at this market, conducting focus groups with middle-income Hispanics and Latinos in Chicago, Milwaukee and Minneapolis. Following is an overview of the findings:

Family is extremely important. The dominant role that family plays in Hispanic and Latino cultures extends to travel plans, which frequently include grandparents, aunts, uncles and cousins. Choice of activities drives destination selection, and preferred family activities focus on water, amusements and sightseeing. The availability of nightlife activities for adults is also considered important, as adult-based evenings are valued even when traveling with the family. And of course, traveling with the entire family can be expensive, so promotional materials that include indications of both quality and cost are preferred to help with decision-making.

It's also about life stage. As with other population segments we've studied, ethnicity is not as strong a factor in vacation planning as stage of life. Families focus on areas with a variety of activities that will interest everybody, young and old. Adults without children seek adult activities in areas that are not highly populated with vacationing children; romance and friends group activities hold strong appeal for this segment.

Bilingual says Bienvenido (Welcome). Spanish-language advertising in Hispanic/Latino media and the availability of print and Web communications in Spanish are two ways to extend an invitation. Use of the Internet for making travel plans is high in the Hispanic/Latino target market, and print materials with photography, maps and pricing information are considered helpful and effective planning aids. Bilingual communication is important for reaching first-generation U.S. residents and older segments of the Hispanic/Latino population. For other segments of the Hispanic/Latino market, bilingual messages may be seen as an accommodating gesture and not an absolute necessity. 

Common language, different people. The Hispanic/Latino market for Wisconsin tourism can include Mexicans, Puerto Ricans, Cubans, and Central and South Americans. Along with these various origins come cultural differences. "Hispanic" generally refers to people of Spanish and Caribbean Island descent, while "Latino" is more closely associated with those of Mexican and other South American cultures. 
It is a mistake, for instance, to target Mexican Americans - intentionally or unintentionally - and believe that the message will speak just as effectively to other Hispanics and Latinos. Avoid culture-specific elements such as music or traditional clothing in marketing communications and try to select photography that includes faces from a variety of Hispanic/Latino cultures. And regardless of their cultural differences, Hispanics and Latinos appreciate marketing that portrays them as a part of mainstream American culture, not a separate group. 

Don't change the message. Another way to ensure that the Hispanic/Latino segment feels welcome and part of the mainstream is to deliver the same information to them that goes to everybody else. Making assumptions about which activities and attractions a particular ethnic segment would find appealing is short-sighted and even potentially damaging. Share all there is to do and see in Wisconsin.

Differences among neighbors. The Chicago and Milwaukee Hispanic/Latino populations appear to have similar cultural perspectives: both groups shared preferences for messages that targeted the Hispanic/Latino market and for those that included bilingual communication. In contrast, the Twin Cities Hispanic/Latino population largely considers itself among the mainstream population and shows the least desire to be addressed as a separate market. This group also appears to be the most adult-oriented, valuing quiet surroundings and peaceful activities such as fine dining, antique shopping and theater performances. 

For a copy of the Hispanic/Latino market study, call David Scheler at 608/261-8187 or e-mail him at dscheler@tourism.state.wi.us.


A POSITIVE SPIN ON THIS SUMMER'S HIGHER GAS PRICES 

The higher cost of energy is a fact of life this summer; it's in the newspaper, on the radio and television, the utility bill and the gas pump. In the tourism business, the question is, "What impact will higher gas prices have on the summer season?" 

Wisconsin Department of Tourism research and a variety of national research, including a recent TIA survey conducted for Meredith Magazines, tells us that customers will travel this summer, even with near-record gas prices. Rather than not taking a vacation, travelers will likely forgo long and expensive vacations in favor of shorter and more frequent trips. Midwest travelers will stay closer to home; they'll be more inclined to travel in-state, or to nearby states within a 3-6 hour drive. 

This Situation offers the Wisconsin tourism industry an opportunity. Two major metropolitan areas, Chicago and the Twin Cities, lie just outside our borders - well within the 3-6 hour drive time. Wisconsin is a top travel destination for these markets. Extending an invitation to these travelers, who can get to Wisconsin on about a tank of gas, could yield positive benefits. This is a good time to invite people in these lucrative, traditional markets to "Stay Just a little bit Longer" and emphasize the value of a Wisconsin getaway.

Another important segment of Wisconsin's travel market is Wisconsin residents. People traveling within the state generate 52% of traveler expenditures. Be sure your marketing plan includes a clear invitation to Wisconsinites to vacation at home. 

Higher gas prices are not a new phenomenon. In the summer of 2000, gasoline prices I increased more than fifty percent. Yet, travel expenditures in Wisconsin increased an impressive 10.1% that summer (May-August 2000, compared to May-August 1999 - "2000 Economic Impact of Expenditures by Travelers on Wisconsin") 

Higher gas prices remain a hot issue, but an issue the Wisconsin tourism industry can cope with. Last summer many destinations, attractions, and lodging properties found ways to counter higher travel costs. Discounts or travel vouchers were offered as incentives. Tourism businesses partnered with gas stations to offer coupons toward a visitor's next tank of gas. Some properties offered cash outright; a $20 bill in a money holder with 800 number or Web site. That's an unexpected reward. It thanks customers, puts gas money in their hands, and is a potent reminder that keeps your business top-of-mind in future vacation planning. 

While rising gas prices are never good news, proactive offers and creative responses can help align the tourism industry with travelers to ensure we all enjoy, and benefit from, another great summer season in Wisconsin.


JEM PROGRAM HELPS TOURISM GROUPS FUND MARKETING INITIATIVES

The Department administers the $1.1 million Joint Effort Marketing (JEM) Grant Program to provide partnership funding to help non-profit organizations promote tourism in Wisconsin.

JEM funding supports eligible advertising, public relations and promotional efforts through five types of grants: New Event, Existing Event, One-Time/One-Of-A-Kind Event, Sales Promotion and Destination Marketing. JEM is a matching-grant reimbursement program with funding covering 75 percent of the total promotional budget for the first year of a project, 50 percent for the second year and 25 percent for the third year. A JEM grant request cannot exceed 50 percent of the applicant's operational and non-JEM promotional expenses.

For assistance in determining which JEM grant option best suits your needs and in developing your campaign or event concept, contact your regional Department of Tourism consultant.

Ruth Goetz Northern Consultant 715/682-4591 rgoetz@tourism.state.wi.us
Debbie Skinner Southern Consultant 608/267-0752 dskinner@tourism.state.wi.us
Kit Sorenson Eastern Consultant 920/722-0507 ksorenson@tourism.state.wi.us


WEB TIPS: DON'T FORGET THE FOLLOW THROUGH

Since its creation during the 90s, the Internet has opened a whole new avenue for potential customers to get in touch with travel destinations. E-mail response forms, electronic travel information ordering and even online reservations have all become standard features of many travel Web sites. But despite the illusion of instant service, many destinations lose potential customers by forgetting to do one simple thing: follow through on their promises.

Expectations of service quality have increased with the growth of the Internet. Gone are the days of customers patiently waiting for weeks to receive the requested information. Internet users expect instant responses and quick follow-through. 

E-mail requests should be answered within the first 48 hours to avoid loss of interest by the customer. Whether sending electronic brochures or simply a "thank you for your request" e-mail, be sure to let your customers know that you are working on their request and when they can expect to receive the information they are looking for.

And most importantly, be sure to follow-up with the information your customers request. Nothing turns off a potential customer more than having their electronic request for reservations answered with a simple brochure in the mail.

In the ever changing world of travel and tourism, being knowledgeable about what your Web- based customers are looking for will help you stay one step ahead of the competition.


10-SECOND WRITING CLINIC

None - using a singular vs. a plural verb
When none means "no single one," use a singular verb.
Example: None of the hotels has a vacancy. None of the children travels alone.

When none means "no two" or "no amount," use a plural verb.
Example: None of the visitors agree on what route to take. None of the taxes were paid.

MEDIA LEADS

Travel magazines from across the country are looking for the very best in travel and tourism opportunities this month. Targeted to the middle-income traveler, TravelAmerica, is looking for travel destinations and hotel information in the U.S. for use in upcoming issues of the popular travel publication. Press materials should be forwarded to Randy Mink, Managing editor, TravelAmerica, 990 Grove St., Evanston, IL 60201.

A new publication in the world of travel, Endlesstravel is in search of adventure, spa and unusual travel opportunities for its upcoming launch in the summer of 2001. The new 64-page monthly publication will feature at least three destinations in each issue along with monthly columns including "With the Kids," "Without the Kids," "The Adventure" and "Spa Scene." Information can be sent to Linda Packer, Editor-in-chief, Endlesstravel, 3131 Camino del Rio N., Suite 550, San Diego, CA 92108.


PR'S GREATEST HITS

Whether in national newspapers, or on global leaders in broadcast news, Wisconsin destinations and attractions have been making a big impact in the media recently. 

Millions of viewers from around the world were transported to Wisconsin Dells as CNN broadcasted live reports from Tommy Bartlett's Robot World & Exploratory on the Russian MIR space station de-orbiting. From March 22nd to 23rd, CNN reporters aired around-the-clock updates to millions of space enthusiasts from the home of the only original MIR module on public display in the world.

Wisconsin attractions, including Circus World Museum and La Reau's World of Miniatures graced the pages of the Chicago Sun-Times on April 5, as part of a feature on unique Midwest attractions. The House on the Rock was also highlighted in an accompanying feature, which explored the unique architecture and eclectic collections of one of Wisconsin's most famous attractions.