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Stretching YourMarketing Dollar Michael T. Brandt, CBC Marketing Resources Ltd. Destination Colorado July 22, 2005
A Starting Point If you don’t know where you’re going, you will wind up someplace else Yogi Berra Marketing Resources Ltd.
A Starting Point • Run with a plan and budget • Monitor regularly • Review and adjust Marketing Resources Ltd.
A Starting Point • Know your audience • Target • Prioritize Marketing Resources Ltd.
Waste Management • Overordering • Spending without justification • Managing your lists • Merge/purge • Update • Competitive quotes Marketing Resources Ltd.
Life After Life • Run ads longer • Reuse artwork, design, photography • Continuity builds brand Marketing Resources Ltd.
Outsourcing • College marketing departments • Design schools • Rocky Mountain School of Art and Design • Art Institute of Colorado Marketing Resources Ltd.
Cooperate Co-op, Co-pro, Cross-pro • Chambers of commerce • CVBs • Tourism groups • State agencies • Franchisors, suppliers • Related business, even competitors Marketing Resources Ltd.
Cooperate • KISS • Limit the number of participants • Limit the options • Limit the time frame Marketing Resources Ltd.
Cooperate Marketing Resources Ltd.
Buzz, buzz, buzz . . . • Special events • Make your marketing newsworthy in itself (Frontier’s animals) • The buzz must be important to the audience, not just to you • Buzz dies out after a time • Buzz can be expensive; look for the cheap opportunities Marketing Resources Ltd.
Embrace Technology • Electronic surveys • PDF for production • Digital photography • Digital printing • E-mail Marketing Resources Ltd.
E-mail Marketing An example: The Broadmoor • Exhibited at a meeting planners trade show • Immediate e-mail sent to booth registrants • Offers to sign up for information packets, tours, site visits, all by e-mail • Web site included a tour of the facility • Results: a 7,000 to 1 ROI Marketing Resources Ltd.
Economic Advantage Taking advantage of downturns • Look for bargains in business media • Trade show attendees are the buyers, not the lookers • Out spend your competition who has cut the budget • Turn to other media: e-mail for example • Use your creative across all media Marketing Resources Ltd.
Assessment • Evaluate and monitor • Lead tracking • Drop the ineffective, expand the successes Marketing Resources Ltd.