THE MARKETOUR
A MARKETING GUIDE FROM THE
WISCONSIN
DEPARTMENT OF TOURISM
October-November 2002
In this issue:
Taking Advantage of the Department's Online Database
Behind the scenes of the Department's travelwisconsin.com Web site, publications and other promotional vehicles is a powerful marketing tool - a database with a wealth of information about tourism-related businesses, destinations, specials and activities statewide. Every day, information is added and revised with the help of tourism industry partners who enter data using the Department's Extranet system. As a member of the tourism industry, you can take advantage of this tool by regularly providing updated information about your organization or event to your Extranet partner.
The information in the Department's product database reaches potential customers in several ways. Many of you may know that a traveler can search the Web site or use the site's online "Travel Planner" feature to gather customized information. But were you aware that the database is the foundation for other Department marketing efforts? When a traveler calls the Department's toll-free number (1-800-432-TRIP), the operator uses a computerized call-center application to pull up information from the database and relay it to the caller. Information from this database is also the basis for many of the Department's printed guides, including the Wisconsin Travel Guide and seasonal Event & Recreation Guide. Data listed in the Web site's "Vacation Packages & Deals" section is often used when packages are highlighted in the Department's seasonal e-newsletters. In addition, Department public relations initiatives include providing copy for the Minneapolis Star Tribune's weekly travel e-newsletter. To do this, PR staff regularly review packages featured on the Department's Web site and select a few to highlight in the Star Tribune's e-newsletter. The same database also provides valuable background for the media, since they can access the Department's Web site day or night to research a story.
In all, database information about your organization or event may reach thousands of potential customers through one or several of the Department's marketing vehicles. To put this in perspective, the Department's Web site garners an average of 163,000 visits per month. The toll-free number receives an average of 10,000 calls per month. The Department's e-newsletter is sent to more than 70,000 recipients, with two issues distributed each season. In addition, 400,000 copies of the Event & Recreation Guide are distributed, 100,000 copies covering fall/winter and 300,000 for spring/summer. Your database information has the potential to reach thousands of prospective customers.
So how can you maximize the benefit that the Department's database provides to your business? First, stay in regular communication with the Extranet partner responsible for entering information for your area. Extranet partners include chambers of commerce, convention and visitors' bureaus and statewide tourism organizations. Always provide your Extranet partner with the latest updates about your business, such as upcoming events, promotions, special packages/deals, new amenities, etc. Regularly perform a search for your property/ destination on travelwisconsin.com and review the information that comes up. Then, inform your Extranet partner if anything needs to be added or revised. Your diligence in relaying the information as soon as possible can pay off in many ways.
If you are unsure of who serves as the Extranet partner for your area, contact your regional tourism consultant or Linda Anderson at 608/261-8212 or help@travelwisconsin.com. If you prefer to contact the Department directly with your information, call 608/266-2161 or e-mail tourinfo@travelwisconsin.com.
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GET LISTED IN THE WISCONSIN TOURISM DATABASE
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Smart Mailing: Reaping Direct Mail Savings
Although postal charges can be an expensive part of any direct-mail campaign, working with United States Postal Service (USPS) regulations as effectively as possible can minimize costs and ensure timely delivery.
To avoid unanticipated costs, direct-mail pieces must be designed with postal regulations in mind. During the design stage, your local USPS representative can help ensure that a proposed piece meets USPS standards and qualifies for automated discounts. The USPS has a free direct-marketing handbook that can be ordered or viewed online at www.usps.com/directmail/dmguide/welcome.htm.
The USPS separates mail into three categories:
First Class/Priority Mail
First-Class Mail is used for sending letters, postcards and stamped cards. All mail weighing more than 13 ounces and sent as First-Class Mail is handled as Priority Mail.
Standard Mail (Bulk Mail)
The minimum volume needed for regular or nonprofit Standard Mail rates is 200 pieces or 50 pounds per mailing. The pieces must weigh less than 16 ounces each and be prepared in a manner designated by the USPS. Standard Mail is the class most often used in direct-mail programs.
Package Services (Parcel Post)
For Parcel Post, rates are based on the designation and distance (zone) for packages weighing up to 70 pounds.
Postal savings can be garnered by using software that sprays bar codes on mail pieces. Bar codes represent the recipient's zip code and allow for more efficient processing. You can also save money by certifying your database using certain software applications and ensuring that addresses are valid.
Undeliverable mail is handled differently depending on the class of mail, the endorsement you use, and how recently your customer has moved. By using special addressing services called "ancillary service endorsements," you can give the Postal Service specific instructions for how to handle your mail if it is undeliverable as addressed. Ancillary service endorsements include the keywords: "address," "return," "change" or "forwarding," followed by "service requested" to indicate how the undeliverable mail should be processed. For mail other than First Class, use of an ancillary service endorsement obligates the mailer to pay any applicable charges for forwarding, return and separate address notification. For more information on ancillary endorsements, visit www.usps.com.
Whether you're an experienced mailer or new to the field, having a good working relationship with your local post office can be an advantage. Seeking USPS guidance in the early stages of a project can mean substantial savings in time and money.
For additional guidance on direct-mail postal procedures, contact Will Kuehn at the Department of Tourism at 608/266-5382.
2001 Domestic Travel
A Year In Review Tia Study Shows Leisure Travelers Returning
Despite the challenges of last year, leisure travel increased three percent in 2001 and is forecasted to increase by 1.3 percent this year. In its annual Domestic Travel Market Report, 2002 Edition, the Travel Industry Association (TIA) sees a silver lining in the cloudy skies of last year's domestic traveler research. Analyzing demographics, attitudes and activities of domestic travelers, TIA's report takes an in-depth look at last year's business and leisure travel.
The report, which analyzes the demographics, attitudes and activities of domestic travelers, found that by April of 2002, 70 percent were planning domestic trips in the next six months, compared to 58 percent who reported that intention shortly after September 11. The TIA report also noted that while occupancy rates were down three percent during 2001 (both nationally and in Wisconsin), domestic travel overall increased by two percent.
The growth is being led by leisure travelers, who comprise more than three-quarters of all domestic travelers. According to TIA, this group often stays close to home, with 47 percent visiting their own state. Leisure trips averaged three to four nights, with "family and friends" generally mentioned as the primary motivation. In fact, almost half of these travelers stayed overnight with loved ones. Sixty-two percent of leisure travelers were married, and nearly a third traveled with children.
Although trip duration and spending levels were both down from 2000 averages, leisure travelers still represent an important market for the domestic tourism industry. A significant percentage (42 percent) reported using hotels, motels or B&Bs, while shopping, outdoor activities, historic sites/ museums and national/state parks all ranked high as activities.
Like leisure travelers, business travelers tended to be married - but the similarities ended there. Business travelers were younger and more affluent, with only three percent bringing children along, and only six percent staying with friends or relatives. Although business travel declined last year for the third consecutive year, business travelers stayed an average of three nights and spent more ($526 average per trip) than leisure travelers. More than 90 percent stayed in hotels, motels or B&Bs and they were more likely to travel in spring.
While business travelers account for a relatively small portion of the domestic travel market, their upscale demographics and counter-seasonality continue to make them an enticing target for marketers of lodging properties, restaurants and attractions.
For the complete October Travel Tracker contact Sue Hamilton at 608/266-6792.
Travel Tracker appears as a regular feature in Tourism Today and Marketour, and as a monthly electronic bulletin. Click here to subscribe.
Web Tips
Usage of electronic photography has grown exponentially in recent years, particularly in the media. This paradigm shift has huge implications for the tourism industry, since the ability to send high-quality electronic images to a media contact can make the difference between your organization being a magazine's featured destination or simply getting listed. Here are a couple tips for using them:
Use TIFF format for print media and JPEG for Web sites. JPEG is a compressed file that enables easier and faster usage on Web sites. TIFF, on the other hand, is higher quality, and the preferred format for submissions to newspapers and magazines.
Scan your photos in high resolution. A photo's resolution, or dots per inch (d.p.i.) is critical to its visual sharpness. The lower the d.p.i., the lower the quality of the image. A simple rule of thumb is that images should be scanned or shot at no smaller than 5" by 7" at 300 d.p.i. When posting images on a Web site, the resolution should be changed to 72 d.p.i. for faster loading.
Starting a digital image library is neither difficult nor time consuming. Most photo processors can now turn film negatives into JPEG images. Electronic photos are easy to use internally for advertising materials and Web sites and they can save time and money too, since e-mailing them costs a fraction of sending a regular photo. Why wait any longer? Get on the e-photo bandwagon today.
Quick Tips
Media Leads:
The increasingly active senior market is hot on the minds of editors this month.
Originally created as Senior Magazine, Plus Magazine is targeted towards the increasingly active 45 and older market. Editor in chief George Brand is currently looking for travel destinations with unique appeal including resorts, workshops and soft adventure opportunities. Information can be sent to George at 823 Via Estaban, Suite A, San Luis Obispo, CA 93401 or e-mailed to plusmag@fix.net.
Christine Huard, feature editor at Copley News Service, is currently working on two columns, "Senior Life" and "Golden Years," aimed at active seniors. She is looking for information on recreational opportunities, travel destinations, learning vacations and travel packages for seniors. Reach Christine via mail at Copley News Service, PO Box 120190, San Diego, CA 92112.
PR'S Greatest Hits
From unique festivals to architectural wonders, top magazines throughout the country have been turning their eyes towards Wisconsin lately.
The editors at Better Homes and Gardens Hometown Cooking tasted the fare at some of Wisconsin's unique festivals. Mount Horeb's Mustard Festival and Milwaukee's Bastille Days were both on the list as the magazine explored summer festivals in the August issue.
Fred A. Bernstein took Travel Holiday readers on a journey through some of Wisconsin's best-known architectural spectacles in the July/August article entitled "Looking For Mr. Wright." The article featured the Quadracci Pavillion at the Milwaukee Art Museum, and a lineup of Frank Lloyd Wright's best-known works, including Taliesin and the SC Johnson headquarters.
10-second writing clinic
Accept vs. Except
Accept is a verb meaning to receive willingly or respond affirmatively.
Examples: The inn has one room available this weekend and can accept a reservation. I accepted her invitation to take a guided tour.
Except is most often used in a prepositional form that means excluding.
Examples: The museum is open year-round, except on Christmas Day. We accept all forms of payment except personal checks.
