R2 - Responsible for Results
Courtesy of SMITH
The outlook is better than you think. Lots better.
Members responded to last month’s Road Ahead survey with a picture is encouraging.
- More than a fourth said tourism volume increased in 2009. Seven percent said it increased by 10% or more. Over one-third reported that it was level, or that it decreased less than 5%.
- Only 25% predict any decrease for 2010. Nearly 60% anticipate an increase.
Here’s where the efforts are going.
- 98% place medium-to-high emphasis on NEW PROGRAMS / NICHE MARKETS.
- 95% put medium-to-high emphasis on DATABASE MANAGEMENT and INQUIRY VOLUME.
- 93% give medium-to-high emphasis to INTERACTIVE / SOCIAL MEDIA.
- 86% are giving that same degree of effort to CONVERSION.
- 82% place CO-OP AD PROGRAMS in the medium-to-high emphasis slot.
BRANDING still scored 80% medium-to-high emphasis, reflecting members’ realization that it is vital to be distinctive.
Increases going to Web, Interactive and Database
It’s no surprise given our sensitivity to changes in customer behavior. Members reported these initiatives to meet our visitors in the digital marketplace.
- 73% said they’d increase WEB SITE MODIFICATIONS. Our contacts with them through the year suggest that these modification are to capture more e-mail addresses, and to present a more focused, experience-based image to Web site visitors.
- 72% reported they are devoting more to ONLINE / INTERNET MARKETING.
- Nearly 60% say that E-MAIL and database marketing will get more emphasis this year.
Media usage is tuned, not slashed.
Stability and perseverance show up in how members are using media to reach prospective visitors.
- While a third of respondents said they’re reducing PRINT media commitments, a third are holding steady and a third are increasing it. (Co-op opportunities appear to play a role in making this persistence possible.)
- Two-thirds are holding steady in OUTDOOR media and a third project no change in their use of BROADCAST.
- 43% project no change in DIRECT MAIL. 20% plan to increase it. 45% intend to increase their investment in BROCHURE / VISITOR GUIDES.
- EVENTS, SHOWS and PR/PUBLICITY are still important parts of the marketing mix, with 63% planning to increase PUBLIC RELATONS; 40% to increase SPECIAL EVENTS and almost a third planning to devote more to TRAVEL & SPEICALTY SHOWS.
Not just optimism — Action
Almost all who took part in the research (98%) said they will “Look for more efficient ways to operate,” and “Be open to new ideas and approaches.”
It’s hard not to see the connection between those findings and these:
- 74% of members who took part said they “Do not expect to be less effective as the result of budget impact.”
- Nearly 80% do not foresee fewer visitors this year.
Fighting the good fight . . . and winning.
The big picture that emerges from the Road Ahead study is that STS members are using adversity to drive improvements. Stronger, sleeker, more attuned to visitor desires and behavior, we intend to emerge from today’s challenges – and emerge soon – better than ever.
Next month we’ll present more of the findings from the Road Ahead research project.