THE MARKETOUR

A MARKETING GUIDE FROM THE  WISCONSIN DEPARTMENT OF TOURISM

August - September 2003

In this issue:

• The Keys to JEM Grant Success
• Travel Tracker: Wisconsin wildlife watching means business
• Web Tips: Is Online Video for You?
• PR'S Greatest Hits
• Media Leads
• 10-second Writing Clinic

The Keys to JEM Grant Success

Six Tips to Follow When Applying for a JEM Grant 

The Wisconsin Department of Tourism's Joint Effort Marketing (JEM) Grant Program continues to be an important tool for helping industry members fund marketing initiatives. Last year, the Department awarded more than $1.5 million in grants covering five JEM categories: destination marketing, new event, existing event, one-time/one-of-a-kind event and sales promotion. 

Although applying for a JEM grant means putting in substantial time and energy, it can definitely be worth the effort. Here are a few tips to keep in mind when applying: 

• Applications for the events and sales promotion categories are now considered on a quarterly basis, rather than monthly. This recent change means that application deadlines are now Aug. 1, Nov. 1, Feb. 1 and May 1 for the new event, existing event, one-time/one-of-a-kind event and sales promotion categories. Applications will be considered by the JEM grant review committee during the month in which the deadline falls. The deadlines for destination marketing applications remain the same - April 1 and Sept. 1. 

• If you're submitting a grant in the sales promotion category, the suggested benchmark for the proposed promotion represents a minimum discount of 25 percent for a weekend deal and 35 percent for a midweek offer. These benchmarks are deeper discounts than were considered necessary in the past; the review committee feels that discounts of this level are needed to successfully draw visitors from outside an area to a travel destination. Given the current economic climate and the ability of today's consumers to find great travel deals on the Internet, substantial discounts are needed to effectively attract new customers. 

• Build enough time into your planning schedule when applying for a JEM grant. Remember the longstanding rule that your application must arrive at the Department of Tourism's Madison office 90 days prior to the start date of your first JEM funded advertising. This means that if you plan to use the money to purchase advertising or launch some other marketing effort, you'll need to build in three months of lag time. Another reason to allow plenty of time is that your original grant request may be denied; however, this doesn't mean that you can't make changes to your application, reapply and secure JEM funds the second time around. The review committee is open to considering proposals again once they've been revised. When Cari Obst, executive director of the Bayfield Chamber of Commerce, first submitted a JEM application for the recent Bayfield in Bloom sales promotion, the review committee had further questions. Obst was able to answer their questions as the proposal was under consideration and make modifications to the application, which ultimately resulted in the grant being awarded. 

• Consider whether you're willing to put the time and energy into the proposed marketing initiative and consequently, the JEM application process. Completing a JEM grant is a detailed process, requiring the applicant to submit a project description, marketing plan, public relations plan, economic-impact goals, etc. The amount of time and energy that it takes is worth it - if you're truly committed to the proposed marketing effort. 

• Review the JEM grant materials thoroughly and know the program's requirements. The JEM program's primary goal is to provide funds to help you attract visitors from outside of your area and generate significant economic impact. The review committee is looking not only for a good idea but also for one that is likely to produce the desired results. When describing your project's anticipated economic impact, indicate baseline figures (such as the room/night average for the time period that your project will affect) and then estimate how much that number will increase due to the marketing effort. If you are ultimately awarded JEM funds, you will be required to submit a program evaluation showing concrete monetary and attendance figures; ten percent of your grant will be withheld until this evaluation is submitted. In some cases, applicants have found local tourism businesses reluctant to disclose such baseline information. To address this, handle the JEM grant process with a team approach. Let your local tourism colleagues know how much a JEM grant will benefit the area and that without their help, you may not be able to secure the funds. Once they understand the significance of getting JEM funding, they may be more willing to work together to move the application process forward and make your proposal as strong as possible. Your proposal also must fit with the Department of Tourism's current marketing plan, so explain how your project will complement the state's brand, vision and marketing objectives. 

• Be creative and really get into the heads of your intended customers. To truly understand your target market, you must get to know their needs and motivations. Do some research on the market that you wish to reach. You can use pertinent research and marketing plan data available from the Department to bolster your application. Understand the current consumer and travel trends influencing your target market. Try to come up with an initiative that incorporates something new and different and/or a new twist on a favorite concept. A creative idea that's also a great fit for your target customer is the key to success. 

For more information about the JEM program, contact Abbie Hill at the Wisconsin Department of Tourism at 608/261-6272.

Travel Tracker: Wisconsin wildlife watching means business 

Cheesemaking. Lambeau Field. Fishing. And now, birdwatching? A new study suggests that bird- and wildlife watching are rapidly becoming part of the collective recreational opportunities that makes up Wisconsin's tourism industry. 

According to the 2001 National Survey of Fishing, Hunting and Wildlife-Associated Recreation, Wisconsin ranks third in the nation in wildlife watching. The study, done by the U.S. Fish & Wildlife Service, found that 66.1 million U.S. residents participated in some form of wildlife watching, with bird watching ranked as the most popular activity. Statewide, nearly 3.2 million people participated in this activity, including 53 percent of Wisconsin residents age 16 and older.

Wildlife activities boost economy 

Wildlife enthusiasts are eager to spend their leisure dollars and have an economic impact comparable to that of hunters and fishermen. In 2001, participants spent $38.4 billion nationwide, including more $1.3 billion in Wisconsin. Their direct spending impact was $251 million, of which $152 million was spent on food and lodging, $78 million on transportation costs and $22 million on other trip-related costs. Unlike hunting and fishing, male and female participation in wildlife watching was nearly equal. Demographically, this group is very upscale, with 31 percent reporting incomes between $50,000 and $99,999 and another 16 percent in the $100,000+ income bracket. They also like to travel, as 21 million took trips away from their residential areas to feed, observe or photograph wildlife. The majority (83 percent) traveled within their own state and 17 percent went out-of-state. 

Marketing Implications 

The demographic make-up, willingness to travel and sheer size of this group indicates that promotion of, and tie-ins to, Wisconsin's wildlife areas can be an effective way for state, regional and local organizations to attract tourist dollars. Wisconsin is particularly well situated to capitalize on the popularity of birding. The Great Wisconsin Birding Trail, a proposed statewide auto trail that would lead travelers to parks, historic sites, rivers, lakes and biking trails, currently consists of five loops, including the Great River Birding Trail, Oak Leaf Birding Trail, Lake Superior/Northwoods Birding and Nature Trail, and the Ozaukee County Interurban Trail. The last loop is the Horicon Marsh, one of the nation's largest freshwater marshes and internationally known as a birdwatching destination. 

Why not find out more about the bird- and wildlife watching destinations nearest you? You may want to highlight their proximity in your marketing materials and Web site, and possibly even offer packages and promotions geared toward the bird and wildlife watchers they attract. For more information on the Great Wisconsin Birding Trail and other Wisconsin birdwatching information, contact the Wisconsin Bird Conservation Initiative. 

To obtain a complete copy of this month's Travel Tracker, contact Sue Hamilton at 608/266-6792. Sign up to receive the monthly Travel Tracker e-bulletin.

Web Tips: Is Online Video for You? 

It was only a short time ago that the Internet was simply two computers blinking numbers back and forth across black screens. Not anymore. Today it is a realm of brilliant colors, rich sounds and immense information. High-tech visual effects, such as online video, have become an increasingly common Web site feature, leading many marketers into a technological "keeping up with the Joneses" mentality. However, before you add online video to your site, you may want to weigh the pros and cons. 

The first and most important question when it comes to online video is "do I need it?" While flashy visual effects may catch the eye, they also slow download times and can leave users wondering what the point was. Consider your product and ask yourself whether or not you would watch a video about it. Video lends itself best to action-filled attractions as opposed to properties such as hotels or restaurants. 

There are many formats for online video and an equal number of opinions on which is best, but more and more experts are leaning towards MPEG for its ease of use. Unlike Quicktime format, which requires a specific program in order to play, MPEG is compatible with all mainstream media players including Quicktime, Windows Media Player and Real Player, alleviating the frustration of additional downloads for users. 

Remember that not all Web users are the same. The difference between a dial-up user and a broadband user is substantial, but both want to be able to access online videos to the fullest. Consider offering multiple versions of the online video, packaged in different sizes. Highly compressed versions are great for dial-up users because they don't take long to download while larger versions offer larger picture size and higher quality for hi-speed users. 

When used correctly, online video can add a dramatic punch to a Web site, enticing visitors to react. But with the cost and time involved, always remember to ask whether video is really needed, or can the same thing be said with a simple picture. Contact your web designer for more information on using online video to its fullest.

PR'S Greatest Hits 

Wisconsin's summer events and attractions have been filling the pages of newspapers throughout the Midwest. 

Wisconsin's burgeoning art scene took center stage as the Milwaukee Journal Sentinel spotlighted the state's top art museums in a July article. The Milwaukee Art Museum, Racine Art Museum, West Bend Art Museum and the Paine Art Center and Gardens were just a few of the art museums highlighted in the article that also included information on Frank Lloyd Wright's Taliesin in Spring Green and a collection of arts and crafts shows throughout the state. 

Wisconsin's outdoor theaters were featured on the pages of GEICO Direct, the official magazine for GEICO's more than 5 million policyholders. The round-up article on top outdoor dramas in the country included the wooded setting of American Folklore Theatre in Fish Creek and information on Door County. 

Summer festivals were highlighted for readers of the St. Louis Post-Dispatch as long-time Wisconsin travel writer Arlene Becker took readers on a whirlwind tour of some of Wisconsin's top warm weather celebrations. The article included Summerfest, EAA AirVenture, Great Circus Parade and many more.

Media Leads 

Media opportunities in some of the newest men and women's magazines are at your fingertips this month. 

Jaqk (no it is not spelled incorrectly) is slated to be the first men's luxury lifestyle magazine targeted at today's young, affluent man. The magazine is looking for information on top adventure travel destinations across the country. Information can be forwarded to Mike Pesca at mike@jaqk.com. 

Helping today's modern and sophisticated women stay organized in all aspects of their lives, Balance magazine is looking for travel destinations throughout the country to highlight for its readers. Send information on destinations with easy-to-book package deals and great weekend getaways throughout the year to Susie Levan, editor-in-chief, 1750 East Sunrise Blvd., Ft. Lauderdale, FL 33304 or via e-mail at publisher@balancemagazine.com.

10-second Writing Clinic 

Elude vs. Allude vs. Refer 

To elude means to evade. 

To allude means to speak of something without actually mentioning it. 

To refer means to mention something directly. 

Examples: The shoplifter eluded security guards and escaped with the merchandise. Alluding to the surprise trip, she told her husband that they should embark on a new adventure to celebrate their anniversary. She referred to the resort's recent advertisement when calling to make reservations.

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