Transcript Free - Tourism Victoria

Marketing on a Shoestring
Ms Fiona Sweetman
Director
Hidden Secrets Tours
Marketing on a Shoestring
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Know your product.. (from the outside in)
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Know your own market
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Make use of students or research bodies
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Make the most of the regional bodies that market your
region
Marketing on a Shoestring
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Be visible!
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Get your message right!
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Get a press release typed up
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Look after your database
Marketing on a Shoestring
Fiona’s tips for spending $1,000:
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Create a card / brochure - 1000 for approx $250 design
included
Register for a listing with Visit Victoria – approx $210
If you are in a regional marketing area... (eg.
thatsmelbourne.com.au) usually free.. YOU MUST have a
Web Presence!
Google Map your business... Free
Have a visitors book – good work of mouth! approx $30
Marketing on a Shoestring
Fiona’s tips for spending $1,000:
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Create a press release - post 500 - cost approx $250
Offer to take famils (perhaps FREE) to your venue, site
etc.. this will cost you ?... but should return 10 fold in the
following 12 months.
8. Be visible… Networking… Maybe $300 pa – driving, gifts,
drinks.
9. Take photos…. Even if they are not professional approx $50$100
10. Brand your car – website and phone - approx $100 -$250
Marketing on a Shoestring
Mr Chris Buckingham
Chief Executive
Destination Melbourne
Marketing on a Shoestring
• Build a plan – must understand your market
• Accreditation through ATAP or other service providers
• Join local tourism association/ chamber of commerce/
Tourism Alliance Vic and participate
• Build your networks
• Be prepared to give, but be strategic
Marketing on a Shoestring
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Online
Visit Victoria
Official Visitor Guides
Building your own website
Visitation and interest
Booking engines (accommodation)
Conversion
Marketing on a Shoestring
Ms Tish Black
Director
Robinsons in the City
Marketing on a Shoestring
Websites
• Online representation is crucial and every business should have a
website.
• (Cost – free on google or for around $2,500 you can have an
external design company create one for you)
Content Management of your Website
• There are numerous advantages to being able to self manage all the
content on your website.
• (Cost - one off fee - from $1,000 upwards, depending on the size of
your website. The larger the website the more expensive)
Marketing on a Shoestring
Search Engine Optimisation
• Explore opportunities for greater exposure of your product or
service.
• (Cost – from $50 per month, depending on the level of support
required – up to $500 per month)
On Line Booking Engine
• Customers want to be able to check availability of your product or
service, make a booking and receive a secure on line confirmation –
immediately.
• (Cost – less than $100 per month + a one off set up fee which is
approximately $250)
Marketing on a Shoestring
Channel Manager
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A channel manager can save you time and increase yield.
(Cost – these costs can vary, however, mine is included in the on
line booking engine fee)
Third Party Websites
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Effectively managing third party websites
Commission Structures (10% commissions to third party, minimal
or no commission on your own website)
Links (co-operative marketing - free)
Marketing on a Shoestring
E-Marketing
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Keep in touch with your existing and prospective customers.
(Cost – approximately $300 for a professional html template that
you can self manage and change the content or free by creating a
pdf attachment)
Marketing on a Shoestring
Questions
Recommendations from the floor