Marketing in Today’s Economic Climate
Most savvy marketing executives know that a successful company must keep ahead of the trends and be ready to shift the “marketing plan” to adjust to economic conditions. And in today’s travel and tourism market, many companies including Destination Marketing Organizations are making changes due to high gas prices, consumer concerns for housing, food expenses and the hazzle of flying.
Based on our research, consumers are still traveling, but cutting back on spending in retail, restaurants and where they can to make ends meet. DMOs are offering deals, gas cards and savings to consumers to encourage more travel spending.
The Johnston County Visitors Bureau has made some marketing adjustments of our own to reach those families staying closer to home this summer or in our neighboring states of Virginia and South Carolina who may take some short trips. The Johnston County Visitors Bureau has started a multi-level targeted email marketing campaign. In the past, we may have launched a direct mail campaign to our inquiry database or placed advertising in key target markets like Richmond, VA, but in the interest of time and budget we have chosen email.
We have pulled together two marketing programs called “Summer Savings in Smithfield and Selma” and “101 Things to Do in Johnston County”, both of which may be found on our web site, www.johnstoncountync.org. Both these programs feature businesses, attractions and events that visitors (and residents with visiting friends and family) can enjoy this summer. These campaigns have been promoted with publicity and email marketing to over 5,000 opt-in contacts from NC, SC and VA.
Email marketing is definitely quicker than printing postcards and postage for direct mail campaigns or launching an advertising campaign and has the right price (mere dollars per 1,000 emails). We have decided to launch several email marketing campaigns to our niche markets of outlet shopping, civil war enthusiasts, recreational, group tours, film and famous people lists, antique shoppers and special events (arts & festivals).
Another budget saving initiative that the Visitors Bureau began over two year’s ago was reinventing the I-95 CVB Association, which now has become the I-95 Tourism Marketing Alliance. In an effort to market the I-95 corridor as a destination and not just a “pass-through” to some other vacation point, the seven tourism organizations will be placing cooperative ads and attending tradeshows as I-95 NC Destinations. This $65,000 campaign was supported by the Golden Leaf Foundation which provided funds for research, development of a trails brochure and a web site for the group. The first year alone, these efforts saved our Visitors Bureau over $15,000 and with a three-year strategic plan, we hope to grow this program each year.
No one organization has the magic pill to cure the economic woes we all face in the United States, but history shows that we have weathered tough times before and remained strong and I believe we are still the greatest country in the world to live, work and play.
What is outstanding about the travel industry in Johnston County and all of North Carolina is we not only get to market our destinations for visitors but to showcase what makes us unique, our heritage and people that make our communities attractive to visitors….and we are an economic driver for the businesses that make up our industry…hotels, attractions, shopping, transportation services, restaurants, events and festivals and meetings markets.
We encourage everyone to travel and enjoy what may be in your very own back yard. You don’t have to travel far to experience history, museums, recreation and some fine Southern cooking…just drive to Johnston County!
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