The Kansas Tourism Conference theme was Capitalizing on Tourism. (The conference was held in the Kansas capital Topeka.) The sub-theme might as well have been Getting Back to Basics. Roger Brooks opened the conference with a two-part full morning general session sharing Deadly Sins and the New Age of Tourism, Jerry Henry provided guidance on doing research on a shoestring budget, representatives from the state revenue office gave a transient guest (hotel/motel/bed) tax 101, and the state tourism office shared their research and strategy the next fiscal year.
No fireworks. No glamour. “Just” a back to basic conference packed with information. The top nuggets are offered in this month’s 5 in Five:
1. Arguably Roger Brooks’ key takeaway was the command to “jettison the generic”. All too often we want to present our destinations as attractive to every audience – young, old, rich, poor, family, single, etc. What we wind up with is a very generic ad that doesn’t attract anyone. While he didn’t present them, I reflected on Roger’s 40 Overused Words and Phrases to Avoid in Destination Marketing. Review the list here and then count how many of them are in your ads and publications.
2. Roger suggested 80% of people use the internet before they buy. While I have seen that number as low as 60% and as high as 95%, regardless it’s a reminder that consumers are using the internet more and more. Based on that, Roger suggests 45% of a destination marketing budget should be spent on the web/digital/social. (In case you’re wondering about the other 55% – 20, PR/media; 20, traditional advertising; 10 collateral; and 5 outdoor or trade shows.)
3. Did you know 70% of all spending takes place after 6pm? I’ve never heard this but Roger sharing it opened a lot of eyes and changed a lot of paradigms as we were challenged to thing about how we should create – or reschedule – events to after 5pm. Sure it means retail outlets and workers of the events don’t get home to 9pm or later, but want to attract the most spenders? Start after 5pm. Our communities’ farmer’s markets are Wednesday mornings. Yep, a lot of people working at that time.
4. Clearly a testament to the quality of Roger Brook’s presentations when four of the five aha’s are from him, but I appreciated when he stated cities and towns should not hang their hat on a festival or event. What about the other 364 days (or 51 weekends) of the year? I reflected on a time I was driving to a meeting in beautiful southwest Oklahoma. Outside Idabel was a billboard welcoming travelers to the Home of the Dogwood Festival. The festival is the first Saturday of April. I was passing through weeks after. I instantly thought “there isn’t any other reason to visit for the next 50 weeks!?” (When in fact there is a lot to do in Idabel and McCurtain County.)
5. The last takeaway isn’t going to help your marketing plan or provide any ROI. It’s merely professional development. Developer Jack DeBoer welcomed the attendees at the Statehouse and provided sage advise from his book Risk Only Money. The best was he shared if he had it to do all over again, he would listen more.
Thanks for reading.