Determine Marketing Strategies
In today's competitive marketplace, a marketing strategy is critical to insure a consistent approach to offering your product or service in a way that will outsell the competition. The following are some ideas of things to consider when putting together your own strategy.
1. List your overall goals and objectives. Are you wanting to increase awareness? Attendance? Participation? Purchases? Room nights? When listing your goals and objectives be sure to make them time-bound with specific quantities or percentages of what you hope to achieve.
2. Identify your primary target markets. These markets could be local residents, regional traffic, national or even international visitors. Get as specific as possible and think outside the box to determine who would be most likely to help you reach your goals and objectives. Some of the specifics you may want to determine about your target markets are: age, gender, income, marital status, education, ethnic or religious background, family life cycle, social class, opinion, activities and interests, attitudes and beliefs.
3. Identify your current resources.
- Do you have a list of updated media contacts?
- What associations does your organization belong to and what other associations could you belong to?
- Past attendees, guests or customers may be a great resource as well if you have their basic contact information, or another way to communicate via.
- Have you considered working with other partners or local sponsors?
- Have you utilized city, state and national resources? (Mayor's offices, etc.)
- Have you contacted universities statewide to learn about their student groups, information centers, newspapers, student volunteers and interns?
- Are there other events close to your time frame that you can work with or promote around? (ie: high school or universities graduations, festivals, other city events)
- What cultural trends could support what you have to offer?
- Working with other local venues such as hotels, regional newspapers, attractions, dining, the Chamber of Commerce, and of course the Utah Valley Convention and Visitors Bureau, etc.
4. Break out each market segment and determine how you will reach out to each of them. Some channels could be fliers, brochures, mailings, newsletters, emails, website, social media, via partners or sponsors, creating special packages with local hotels, other advertisements, press releases or other media contacts, etc.)
5. Develop your key messages and spread them via your selected channels to your selected target markets.
6. Advertising Opportunities
7. Public Relations Opportunities
These are just some basic ideas about determining your marketing strategy, however, feel free to contact us with any other questions on how you can better market your organization here in Utah Valley.