HOW TO TRACE THE

ECONOMIC IMPACT OF YOUR

MARKETING
Why Online Marketing Helps, and
How to Increase Revenue from
Experiential Tourism
MY FAVOURITE THINGS
HOW CAN MARKETING
ACTUALLY INCREASE
REVENUE?
EXPERIENTIAL TOURISM: Active Participation –
Immersion; easy, contained, available in one easy to
access place.
“Do I need a car to get there?”
“What else can I do from there?”
“What are the neat places to eat/drink?”
A TRAVELLER’S TYPICAL DAY
1 Activity a.m.
Coffee/Baked
Lunch Goods

1 activity p.m.
Happy Hour / R&R

Atmospheric Supper
Sleep
“70% Occupancy Year
Round – or No Hotel.”
- EDAC 2017: Accommodation & Tourism Development: Is
Your Community Ready for Private Sector Investment?
Brian Stanford, Senior Managing Director, CBRE Hotels
Why Travel?

1. Events

1. A Story
Fill The Gap.
“LEVERAGE YOUR ANCHORS”
1. VFR = International
 2. A person’s
LIFE Rhythms
of Travel
 Long Weekends
International Travel

2-4 weeks Family/

vacation… Traditions
…

Kids
Friends

Weekends

3. Times of year & prompts for travel.

4. Second Visit?

Annual Routines Daily Routines

Calendar (Itineraries)
 PLAN: Communications

1. UNIQUE.
2. PATHS.
3. THE STORY:
1. Package it – no prices
2. Itinerary examples – show
them a day out
3. Predict & Answer their
Questions: Stops? Driving
distance between?
“I GET DISTRACTED EASILY.”
WHAT IS THE OPPORTUNITY ONLINE?
THE LIMITATIONS OF A WEBSITE

Lead Track

Website
Drive Traffic
WHY DOES A BLOG BOOST AWARENESS?
IRONIC PROCESS THEORY?
Content + Tracking = 1) remove barriers to travel 2) showcase possibility of experiences
3) Track ROI on success/Money brought in
CLOSED LOOP REPORTING
 COMMUNICATE IT. TRACK IT.

1) Interest/Awareness - #s
2) Awareness per audience group e.g. couples
3) Actions taken per audience group (engagement)
SUCCESS METRICS

Chat
Pane
SUCCESS METRICS

Chat
Pane
 COMMUNICATE IT. TRACK IT.
1) POS?

2) No POS? Feedback loop.

BLOG & EXTENDED READING
QUESTIONS?
Alysha Dominico
CEO & Founder
ad@tangiblewords.com
• 416 779 7407
• @TangibleWords
WHERE WE SHOULD BE MARKETING
HOW MANY DAYS CAN YOU PLAN?
1. PLAN IT: Develop the
products
2. Website (Shopfront)
3. Traffic Channels
4. Share it: (5 daily plans = 2-3
visits a year without events)
 2 DAYS IN QUEENSTOWN (NZ)
• A.M.: Kayak Whitewater Tour • A.M.: Horseback Riding
• P.M.: Hike a glacier • P.M.: Drive to next area (or home)
• Supper at “The Cow”
WHAT MAKES A TRAVELLER HAPPY?
 Bare Necessities (Avoid “hangry”; “lost”; “sold out”)
 Exercise: Hike
 Explore Unique Anchors: Art / Culture / Nature
 Tastings: Beer, Wine, Ice Cream, Food
 Accessible
 Well-Communicated

If you can’t get cooperation –

pick your “A” team
Events =
• A reason to come visit
and do everything again
(Fills a gap)
• On your calendar, year
after year
• Become part of the
long weekend family
tradition
• Encourage random
weekend escapes
(Great Wolfe Lodge)
INBOUND MARKETING GIVES YOU A VIRTUAL HUMAN
Alysha Dominico
CEO & Founder

Works Frequently With:

• Economic Development
• Tourism & Environmental
Groups
• Education
• Industry & Manufacturers
Alysha Dominico
CEO & Founder
ad@tangiblewords.com
• 416 779 7407
• @TangibleWords
WHAT ACTIVITIES SUPPORT MORE “TRAFFIC”
MORE “LEADS” “INCREASED DATA”?

+
“Lost Revenue From The Province’s Tourism Industry
Impacting Job Creation and Growth
Toronto, ON, November 17, 2016: Today, the Ontario
Chamber of Commerce (OCC) has released new data that
reveals a significant tourism opportunity gap when
compared to international growth rates…

https://occ.ca/mediareleases/16-billion-ontario-tourism-gap-
requires-a-dedicated-government-strategy-ontario-chamber-
of-commerce/
Day Trips
Weekend Trips
Weeks
Months

+ Repeats: do it again slightly differently…

Ferry Farm Experience Food Stay
THINK LIKE AN ENTREPRENEUR
Maynooth, Ontario
• Edge of Algonquin Park &
Lake St Peter
• Buttertarts
• Pub with live music
• Café & Greasy Spoon
• 2-3 Antique/Art Shops
(Pottery)
+
Events:
• Farmer’s Market
• Night time Santa’s Parade
Final Thoughts
 1. Facilitation: get the A team together – no
TOURISM TOOL KIT prices! UNIQUE EXPERIENCES.
Ambassadors.

1. Annual Calendar: Daily rhythms, seasonal,

events

Stage 1: 1. Pre-Trip, During, Post-Trip Communications

Planning Planning

2. Topic Cluster Structure: Buyer’s Journey

TOURISM TOOL KIT 1. SEO Copywriting (WIIFM) on website & Blog

1. Emails with PERSONALITY & Sales Gold

Tracking

1. Social Comms: Consider: Twitter: Dedicated

Stage 2: Channel? Facebook? Instagram?
Action
1. CRM: Follow up (Larger groups)
QUESTIONS?
Alysha Dominico
CEO & Founder
ad@tangiblewords.com
• 416 779 7407
• @TangibleWords