We want to mitigate the risk that when the games are over, we’ll be out of sight, out of mind. All activities are geared towards making sure the impression we make is a big one and over the last few days I’ve shared our strategies to maximize the destination awareness and get people to start thinking about a possible visit by visiting our consumer websites.
Part of our post-games strategy is to be pro-active when the games are over and we’re putting a lot of energy into growing our consumer database. That way, we don’t have to rely on people remembering BC is great, but we can pro-actively tap them on the shoulder and remind them. Our database marketing program has evolved into sophisticated event based communication, customized to individual consumer profiles. The more consumers we can add to the database, the better guarantee for success.
The chart above show our model for our typical approach to driving website visitation and data capture (growing our consumer database).
Intercept tactics are targeting consumers who are specifically looking for information we provide. And in previous posts I already described some of the main activities we’re engaged in during the games; SEO/SEM and referral links. These tactics are proven to be very effective at driving highly qualified visitors.
Interrupt tactics are more traditional and includes things like online display advertising. These tactics aren’t necessarily targeting people who are looking for our information but target the people who fit our target audience. They might be looking for something else like medal standings and the purpose of the advertising is to get them interested in our message.
That’s why we use very direct and strong call-to-actions. In the case of the Olympics, a contest to win a trip to BC. We’ve learned that interrupt tactics aren’t the most effective at driving website visitation, but very effective at growing our consumer database (data capture).
Intercept tactics drive a lot of qualified visitors to our website. We try to grow our consumer database by leveraging these visitors through hooks. Hooks are tactics on the website with the purpose of growing our consumer database (data capture). We run contests, offer free brochures, maps, eNewletters and more. It’s like fishing in your own pond by adding value to the consumer.
Putting it all together
We use the model above to make investment decisions. For example (note: completely fictional numbers): if it costs $25 to get add a consumer to our database through an interrupt tactic, and we add 1% of our website visitors to our database, a cost per click of $0.25 through a PPC campaign would achieve the same results from a data capture perspective. Plus we’d get 100 qualified people on the website.
Finding the right balance between all objective leads to the right investment strategy.
I was supposed to present with Richard Kunz from T4G, our technology solutions provider, at Online Revealed Caribbean. I couldn’t go unfortunately but Richard interviewed me and incorporated some of the footage in his presentation. I received some good feedback so I decided to put the whole interview online.
We discussed Web 2.0, user generated content, social networks and one-to-one marketing for Destination Marketing Organizations and the tourism industry. I shared some of the things we’re working with T4G on to provide more relevancy to individual consumers on a mass scale.
Richard and I will hopefully be at the next Online Revealed Canada in Niagara Falls on April 13-15.