Maximizing Our Potential

Transcription

1 The Path Ahead Applying new insights to maximize campaigns Maximizing Our Potential Internal Agency Efficiencies Examining the strengths of the brand and audience 1

2 Pudding Our Job Who likes pudding? What flavor? How much? Are they buying or browsing? When? What are they paying? Wasting? This pudding tastes funny. 2

3 How is the pudding tasting? 85.6% of audience that visited, influenced by our ads visitmt.com up 17% YOY (2.6 million) Business listings top page for site traffic this winter (20%) Winter trackable arrivals up 31% (Oct-Dec) 5X more traffic from social to visitmt.com (1500%) 5.7 MILLION episode views (Oct-Dec) Up 3%, January rooms sold MFO, Walking Out and Ballad of Lefty Brown 3

4 Recipe for Success Destination Analysts Erin Francis-Cummings Hoffman York Emily Dold MOTBD - Raylee Honeycutt In advertising, you have a small window to say the most you can. That's what songwriting is. The difference is, you get to put the leaves on the trees and color 'em in. Garth Brooks 4

5 Montana s FY17 Advertising Story Target Audience Geographic Opportunities Competitive Situation Montana Positioning Rooted in Research High potential visitors Responded likely to be interested in traveling to the Rockies & Montana 5

6 Married with children (49%) Well-educated Affluent (59% HHI$80k+) Younger (36 avg. age) Frequent travelers 6

7 TWO TARGET AUDIENCES FAMILY AUDIENCE Attended college+ Married w/ kids A25 54 HHI $75K+ 7

8 EDUCATED TRAVELER College graduate+ HHI $75K+ 1+ personal trip last year Demographic Commonalities & Differences Geotraveler (29MM Total) Educated Traveler (33MM Total) Affluent Families (27MM Total) 8

9 Common Attitudes Amongst Both Audiences (70%+ Agree with the Following Statements) I try to eat dinner with my family almost every night I typically celebrate special occasions at restaurants 9

10 Fashion: Comfort is one of the most important factors If a product is made by a company I trust, I'll buy it even if it is slightly more expensive I like to compare prices across different sites before purchasing something online Roughly 1/3 rd agree (more than the average adult): I like to learn about art, culture, and history General sightseeing is a top activity for vacation/trips 10

11 The Most Important Common Attitude: Likely to be interested in traveling to the Rockies & Montana The Consumer Journey: Optimizing Down the Funnel Awareness Impressions Video View Impressions Ad Interactions/Engagements Web Visits Web Engagements Heads in Beds Exit Link Clicks Arrivals 11

12 Needs by Geography Neighbor States National U.S. High High Familiarity High Potential Visitors per Capita Low Low Low Familiarity Potential Visitors per Capita Sources: DA, Arrivalist, GA Responding to Needs by Geography Heads in Beds (One to One Targeted): Awareness (to the Unfamiliar): Awareness (to the Familiar): 12

13 3/16/ Heads in Beds (National One-to-One Targeting) Programmatic Social Media Online Travel Agents Search Engine Marketing Site Retargeting Digital media capturing interest anywhere Video views Clicks Site engagements Exit links Ad interactions 13

14 3/16/ National Awareness (Branding to the Unfamiliar) Selective national TV & Print with high target composition 2. National Awareness (Branding to the Unfamiliar) Paid and Earned Editorial from Credible Sources PR & Social influencers 14

15 2. National Awareness (Branding to the Unfamiliar) Connecting Montana to DA s Top Ranked Activities Keywords and topics within: Google search Social media PR/earned and Advertising Competitive Fact 58% of measured spend in National media All brands except ID Driven mostly by CA (TV) & CO (Print) Source: Nielsen AdIntel 2016 Q2 Q3 Warm Season 15

16 Nielsen AdIntel Competitive Monitoring California Colorado* *Includes Ski Country USA Idaho* *Includes Outfitters and Guide Assoc. and SE Idaho High Country North Dakota South Dakota Utah* *Includes Ski Utah, Utah Sports Comm. And Utah.com Wyoming 3. Local Awareness (Motivating the Familiar) High frequency Radio & Outdoor Localized earned/social media Online retargeting all with road trip & event messaging 16

17 Cross-Referenced 3 Data Sources to Identify Montana s High Likelihood, Familiar Cities Brand Research (DA) Organic Search Traffic (GA) Up to 43% of measured spend in local Majority of local spend in 10 markets Competitive Fact $1,400,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 $200,000 $0 Source: Nielsen AdIntel 2016 Q2 Q3 17

18 Competitive Fact Up to 60% of competitive annual spend is in Q2 Only 6% is in Q3 Source: Nielsen AdIntel 2013, 2014, 2015 Montana s FY17 Warm Season Timing 18

19 Hone in our target audience Reduce audience waste Supportive Research Provides the Foundation to: Understand where consumers are in their decision journey Adapt to needs by geography Be competitive Today s Consumer Landscape They see 1,500 messages, per day. Most are happy with their choices. Sold on what they ve got. They need products/services, but they want brands. Advertising believability continues to erode. They can handle the truth. Advertisers need to stop driving with rearview mirror. 19

20 Powerful encounters with the natural world. A place for unexpected experiences. 20

21 Authentic and not touristy Access to unspoiled nature with the comforts of modern life. 21

22 Free-spirited is a state of mind. The Brand Personality 22

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34 Brad Ludden First Descents Travis Peterson Meadowlark Brewing Co. Amelia Hagen Cairn Cartographics Sara Hollenbeck Hollenbeck Ranch Dale Siegford & Shirley Beck Sapphire Gallery & Sweet Palace Sarah Calhoun Red Ants Pants Jessica Lewis Ruby + The Revolver Brad Ludden Film 34