As a refresher, you might want to take a quick look at the previous blog post. It summarizes some of the recent successes with Bath County Tourism, including a nearly 40% increase in web traffic over the same period a year earlier. Plus, we launched a couple of new initiatives including a Motorcycle Rides & Scenic Drives brochure and a consumer e-newsletter to people whose information we had been capturing via the website. Today, we’re going to share with you how we were able to accomplish these successes in a short period on a modest budget.
Set Goals — Without them it’s easy to get distracted and begin rationalizing how other things deserve your attention not to mention your limited marketing money. Once you have set your goals, devise tactics and a media plan to achieve them. Stay focused.
Create a Balanced Media Plan — There is no absolute right answer to the vexing question of what percentage of a media budget should go toward online vs print vs broadcast vs other methods. One thing we know, anyone who says to go all in 100% with just one outlet is a fool. In the case of Bath County, since increasing web traffic was a major goal, we purposefully created a media plan with significant investment in online options, including a foundation of SEM and Google Display advertising. Whenever applicable, we negotiated packages with print media publications to include advertising on their website and in their highly targeted e-newsletters.
Invest in Quality Creative — One of the great conundrums of destination marketing is that small, rural destinations need the highest caliber marketing materials even though they have the smallest budgets. Average destinations are a dime a dozen. In order to compete, the smaller ones have to stand out and make people say “wow.” That’s accomplished with professional creative work. In our opinion, it’s not worth the cost of buying an ad in a media outlet if the ad is low quality. It will hurt the brand not grow it. Make quality a priority.
Be Selective. Be Decisive. Be Bold — In previous posts we talked about launching the Motorcycle Rides & Scenic Drives brochure, a consumer e-newsletter and making a concerted effort to build the county’s reputation for world-class fishing. Early indications are that all of these are yielding results. We knew from the beginning that these would all require effort and money in the future. We could have come up with at least a half-dozen other projects but we chose these based on research and experience. Any niche initiative — wine and beer trails are popular examples — requires funding in every fiscal year not just the first one. “If you build it they will come” only works in the movies. A trail or other program is an attraction like a shop or museum and it needs to be marketed continuously. Once we settled on these projects because of their potential for success, we committed adequate marketing funds to each of them.
Harness Social Media — Even before Mikula-Harris began its partnership with the county, the office of tourism in Bath County had embraced social media. The official tourism Facebook account has twice as many followers as there are residents in Bath County. We’re now using that strength to achieve our goals. We’re sharing quality content, engaging our fans, and driving traffic to the website. It’s a powerful marketing tool that can reach a large audience with a small investment.
Keep the Main Thing The Main Thing — Before spending money on media, initiatives, projects or partnerships, we asked the question, “Will this advance our goals and be good for the long term viability of the brand?” If it doesn’t check both boxes, perhaps the money can be better spent on something else. Nothing is more important than the integrity of the brand.
One final note, the tourism businesses in Bath County, including lodging properties, shops, attractions and restaurants, have been extraordinary partners. They all understand the concept of a rising tide lifting all boats. All have been wonderfully supportive and generous. Because of them, 2020 is looking bright for Bath County tourism.