THE MARKETOUR
A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
April/May 1999
ONE-ON-ONE MEDIA RELATIONS REFRESHER
This newsletter has covered many ways to effectively work with journalists. Here's a back-to-basics primer on ways to develop relationships with writers: fam tours, deskside visits and story pitches.
Tailored Fams: In the past, lavish press trips played a major role in travel public relations. Today, media are interested in smaller or one-on-one fam tours because the trips can be tailored to the specific interests of the reporter.
From the writer's perspective, a personalized tour builds in the opportunity for an exclusive story rather than the sharing of information and experiences of a group trip. Here are fam tips to remember:
*Tie your fam to a PR strategy or objective. Target your invitations to special writers for special stories. The trip should be based on what type of coverage you want, where you want it published and what type of audience you wish it to reach.
*Do writer research. You may be calling a writer to pitch a story idea and extend a fam invitation. Or you might be responding to a reporter who wants to visit. Either way, find out about the writer's professional background. Ask for a list of publications in which his or her stories have appeared, along with sample clips. Also, ask if he or she has an assignment from a specific publication, and if not, to whom the story will be pitched.
*When to invite and what to provide. If you want to build your off-season, invite writers during shoulder seasons. It can be an easier time to secure accommodations. On the other hand, if you want to show off your business or area to its best advantage, you may want to plan the trip around special events. Most journalists expect accommodations, ground transportation and most meals to be included.
Desksides Open Doors: A meeting with an editor or writer at his or her "deskside" provides the opportunity for a journalist to get to know you and learn more about your travel offering. Here are suggestions for a successful deskside:
*Be upfront. When calling to make an appointment with a journalist, be upfront about what you'd like to talk about. If you want to discuss something new, or if you want to talk about a particular issue that relates to your business, all the better - just tell the writer what you have in mind.
*Familiarize. Familiarize yourself with the newspaper or magazine, reviewing several issues before the meeting so you know what kind of travel information is typically covered by the publication. Acquaint yourself with its special sections and columns in order to talk about how and where your information might fit in.
*Decide whom to visit. If you are receiving minimal coverage within Wisconsin, concentrate first on travel editors at in-state newspapers. Consider out-of-state newspapers, especially those in markets where you already draw travelers. Also, don't shy away from national travel and other consumer magazines - these publications are always looking for new story ideas.
*Bring strong information and materials. Come to the deskside with a strong knowledge of your industry as well as your specific travel offering. Provide current statistics and be familiar with trends. Think about what message you want to convey, get to the point and make sure to bring your best materials (including slides) to leave with the journalist.
*Prepare talking points. Discuss the types of travelers you attract, why your destination will appeal to the publication's readers, and how your offering ties into a travel trend. Also, feel free to ask questions - this is your opportunity to find out what the editor is looking for.
Pitch for Success: Among so much hype about online technology changing the way journalists work day to day, most writers and editors prefer to get stories the old-fashioned way - via a pitch. Here are tips for media-pitching success:
*Find out what the best days are to reach the journalist and plan your phone calls and mail accordingly. This can be done by calling the general travel section phone number.
*Determine if the writer prefers mail, faxes or phone calls. Also, find out if he or she has access to e-mail.
*Remember that phone calls are attention grabbers, but repeated calls become annoying. Don't leave too many messages.
*Keep in mind that journalists are always looking for "what's new" and fresh story ideas and angles.
*Remember that many magazines determine their features a year in advance, so plan accordingly.
*When pitching stories, remember to focus on the fun aspect as well as the informative side. Keep it brief and focused.
Turning a Traffic Jam Into a Marketing Opportunity: While we admit there isn't much we can do to lessen the stress of a Chicago traffic jam, we can at least provide something soothing to look at. And knowing that road construction will be rampant come the warm weather months, we're going to take full advantage of the situation. In Chicago, 14 billboards will be displayed in May and June. In Minneapolis, it will be the same story, with plenty of billboards to catch the attention of commuters. To give you an idea of the invitation, one billboard features a stunning photograph of a couple relaxing on a beach with the headline "As Far Away as You'll Ever Need to Get." The 800 number and Web address will be the call-to-action. Metro traffic reports in those cities, which also include the 800 number and Web address, will reinforce the billboard's message. (While commuters look at the billboards, the traffic reporter will repeat the call-to-action.) Who knows...maybe drivers will take immediate advantage of the traffic jam and give us a call on their cell phones.
One-to-One Customer Service: Following is a list of ineffective responses with an alternative, more positive reaction. You might want to share this with your staff or make a tip card and place it in a location only staff can see.
Instead Of / Try This
I don't know / I'll find out
No / What I can do is...
That's not my job / This is who can help
You're right; this stinks / I understand your...
You want it by when? / I'll try my best
Calm down / I'm sorry
I'm busy right now / I'll be right with you
Call me back / I'll call you back
Note to industry: Do you have other examples? If so, write to The Marketour and we'll share them in a future issue.
QUICK TIPS
A Click Away - Reaching Travelers Worldwide: A report released in January by the Travel Industry of America reveals that the Internet and people who enjoy traveling go hand-in-hand. Not only that, but the number of travelers who use the Internet for travel-related and other purposes jumped from 29 million in 1996 to 70 million in 1998, a 141 percent increase in two years.
Take advantage of the Internet as a fast and convenient travel resource by getting information about special events and promotions, discount rates and deals, new attractions or amenities, tour offers and vacation ideas in front of travelers worldwide. Here are a few of the top travel-related sites on the
Internet:
*http://www.travelpage.com - Provides practical information about destinations, hotels and resorts to leisure and business travelers.
*http://www.traveler.net - An index of travel resources, with travel tips and special values on hotels, as well as links to other travel Web sites.
*http://travel.epicurious.com - An online guide about worldwide destinations, travel deals and links to other Web sites.
*http://traveleye.com - A new site which promotes global tourism with information about destinations, tours and events.
*http://www.vaportrails.com - An online travel magazine that features destinations, budget travel, resources and links to other Web sites.
Most Web sites offer an e-mail address for submitting information from other travel destinations. Before you submit material about your area or event, surf around the site to be sure what you send will be a good fit. Keep in mind, these sites receive a tremendous volume of ideas, releases, brochures, etc., so be selective in choosing where to send information. Also, keep any submissions brief, to the point and timely.
What Journalists Want: A recent poll found that 95 percent of editors and reporters believe that responding quickly is key to a good working relationship with the media. Providing easy access to client-company spokespeople; having good story ideas; and providing off-the-record information were next in line.
TRAVEL TRENDS
Think Young - Generation Y: Some say the future is in the hands of today's youth. When it comes to tourism and travel, they couldn't be more right. The "Generation Y" population, young adults ages 20-29 with no children, is expected to increase 10 percent by 2010 ("Empty Nesters" are expected to increase 25 percent.)
Making sure your marketing efforts include this target is vital to your business. Take a look at this adventuresome, technology-savvy group:
*Adventure seekers. Generation Y wants to participate, not spectate. Promote adventure and the "experience" first, accommodations second. Also, couple "soft" and "hard" adventure trips to encourage traveling with parents; their parents are their heroes.
*Immediate gratification. This group lives in the "now"; they are spur-of-the-moment kind of people.
*Diversity is a way of life. This young generation is socially aware; multiculturalism is a norm. Pay attention to this fact and reflect it in your photography.
*Technology driven. This is the first generation to live their entire lives with computers. Use the Internet to get their attention; it's their primary source of information. Keep this target interested; they have a short attention span and limited patience.
*Seasoned consumers. Skip the hard sell and be honest; they see behind advertising "hype." Notably, if this target isn't satisfied, they won't even let you know; they'll simply leave and won't return. But most of all, keep the experience fresh; Generation Yers will come back for more.
Media Lead: Is your destination a good value? Then Arthur Frommer's Budget Travel wants to hear about it. David Appell is looking for great bargain vacations, specifically for the quarterly publication's "Cheapest Places to Go" column. To see your business covered in this national magazine, send your materials to David Appell, Arthur Frommer's Budget Travel, 350 Fifth Ave., Suite 2701, New York, NY 10118.
10-Second Writing Clinic
A tip on writing e-mail: When composing an e-mail message, your writing must be easy to read. Be concise. Use short sentences and paragraphs. Use short lines, which are easier to read than screenwide lines. Put plenty of white space around the text.
PR'S GREATEST HITS
Wisconsin has recently scored positive coverage in motorcoach publications. The December issue of Courier, the official magazine of the National Tour Association, featured a state overview with photos, and the December Destinations ran an article about resort communities, including Lake Geneva, as well as a special pullout section about Wisconsin.
It was good news to hear that "Young America Outdoors," a successful TV partnership developed last year, will re-run several of its Wisconsin programs in 1999. And based on a successful fall 1997 fam tour, a picture book, Wisconsin A Photographic Tour, is now available.
