Small budget. Big results. 10 steps in making a small amount of money go a very long way.
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- Leona Harrell
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1 Small budget. Big results. 10 steps in making a small amount of money go a very long way.
2 A marketing campaign is much like a bicycle drivetrain.
3 Front Ring Cassette Chain Crank Rear Derailleur Pedals
4 Many parts All working together Make good
5 Hot air? Impossible? True story?
6 A good product 21st century customers Hot air? Impossible? True story: Cuyuna 21st century communication tools A small groups unquenchable desire to win No budget - 100% volunteer
7 And more. You ll see as we go.
8 I D E N T I T Y C O M P O N E N T # 1 Omniscient vs. Asking The value of a Customer Survey
9 I D E N T I T Y C O M P O N E N T # 1 I like Survey Monkey Omniscient vs. Asking Offer worthy prizes or don t bother Ask what they like, more importantly, what they don t like Ask what would help them come back more Ask what would make them come back less Ask what they want Be prepared to be humbled Make changes happen. Report on those changes.
10 I D E N T I T Y C O M P O N E N T # 2 The value of a goodwill tour. Asking input within your area.
11 I D E N T I T Y C O M P O N E N T # 2 The Goodwill Tour Ask What makes us so great? Ask Why is that so great? Who cares? If you don t have an answer, you ll need one.
12 I D E N T I T Y C O M P O N E N T # 2 The Goodwill Tour On Lake Mille Lacs, we uncovered: Best smallmouth bass fishing in the State of MN (StarTrib) Best kiteboarding in MN (LAKAWA) Locally sourced restaurant in the region (Farm Market Cafe) Winery in the region (DeCorsa Vineyard) Largest interconnected ATV trail system in MN Two state parks (One huge sand beach) Public beaches all the way around the lake
13 I D E N T I T Y C O M P O N E N T # 2 The Goodwill Tour Imagine this: Getting your entire region in the same boat. Enfranchising your area to all go the same direction. An internal movement of positivity breaks out Not easy work, but without it...?
14 Hot air? Impossible? True story?
15 TBD. In process... But century long walls are cracking
16 I D E N T I T Y C O M P O N E N T # 3 Positioning. Positioning. Positioning. Staking ground. Controlling outcomes.
17 I D E N T I T Y C O M P O N E N T # 3 Positioning Statement: Who are you? Positioning. Positioning. Positioning. What are you? Why are you? Elevator Speech: Summarize the positioning statement in a sentence Tagline: Summarize the entire positioning in 4 words or less
18 I D E N T I T Y C O M P O N E N T # 3 Positioning Statement: Positioning. Positioning. Positioning. To be a year-round, international, family cycling destination. Elevator Speech: We maintain our trails, expand our Ride Center, & strengthen our local communities through active living and cycling. Tagline: We believe in cycling.
19 I D E N T I T Y C O M P O N E N T # 3 Benefits of this exercise Reject status quo Reject following others Positioning. Positioning. Positioning. Refuse being something for everyone Refuse being a destination for all seasons Do communicate what you excel at, why it matters, why customers should care. Do brag, #MinnesotaNiceNeedNotApply Don t you dare over promise #kissofdeath
20 I D E N T I T Y C O M P O N E N T # 4 Stay the course. Stay the course. Stay the course. Resisting the urge to re-invent yourself every 12 months.
21 I D E N T I T Y C O M P O N E N T # 4 Stay the course. Stay the course. Stay the course. Grow teflon for skin, you ll need it. At all times, perpetuate positivity, peace make Be a citizen of the high road, always Revisit your positioning at times of crisis, growth
22 I D E N T I T Y C O M P O N E N T # 5 Images are king. Edutain the 21st century customer of light and motion
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43 I D E N T I T Y C O M P O N E N T # 5 Images are king. Think :15 videos Communicate experience What s the promise of your destination? Storytelling imagery, need-inducing imagery If people don t want it after :15, you failed, start over Don t capture women doing guy things, don t assume
44 I D E N T I T Y C O M P O N E N T # 6 Tell a good story. Walter W. Hautala Images attract. Words convince. Use both wisely.
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52 I D E N T I T Y C O M P O N E N T # 6 Tell a good story Relevant Authentic Thought provoking Have you met the Cuyuna yeti?
53 I D E N T I T Y C O M P O N E N T # 7 Be responsive, now. With over 30% of all web traffic on smart phones, it s evolution or extinction time.
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55 I D E N T I T Y C O M P O N E N T # 8 Allow others to tell your good story. How effective and consistent public relations will impact your world.
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58 I D E N T I T Y C O M P O N E N T # 8 Allow others to tell your good story More about building trust than pitching your goods. Local. Regional. State. National. International? Having compelling imagery helps a ton Track your results!
59 I D E N T I T Y C O M P O N E N T # 9 Search Engine Optimization Search Engine Marketing Social Media Marketing SEO SEM SMM Spend the dollars to show up where your customers are already hanging out.
60 I D E N T I T Y C O M P O N E N T # 1 0 Collaborate. Now! There s strength in numbers, ante up.
61 I D E N T I T Y C O M P O N E N T # 1 0 Collaborate. Now! Collaboration with another business in your region. Collaboration with Explore MN With Explore MN's larger budget, piggy back as much as possible
62 I D E N T I T Y C O M P O N E N T # 1 1 Analytics. Love em. There s proof in the numbers.
63 I D E N T I T Y C O M P O N E N T # 1 1 Analytics. Love em! Get to love Google Analytics Know what's working, what is not. At all times. Know when to change, know when to stay consistent. Printed Visitor Guide vs Online Visitor Guide The analytics will prove when is the right time
64 Parting thoughts. Things I think about at night.
65 Parting thoughts. We must be relevant, authentic, now. Together we are all creating the new Minnesota. Not vanilla, not passive, nor boring, not lost in the 20th century. Vibrant. Happening. Alluring. Hip.
66 I D E N T I T Y C O M P O N E N T # 1 0 My final slide. The end game.
67 What we are working for: My final slide. People who are already visiting, stay an extra day. These same people bring new people with them. Keep more Minnesotans in Minnesota. Recruit all surrounding states and Canada in. Let Explore MN get leads from the bigger region. Looking to 2020, think China. (Cuyuna already is)
68 Thank you.
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