Marketing committee meeting will be January 22 at 9 AM to review and discuss creative execution. Should be fun!
MARKETING COMMITTEE MEETING
Panama City Beach Convention & Visitors Bureau, Inc.
Panama City Beach
Friday, January 22, 2010
Board Room, Visitor
I. CALL MEETING TO ORDER
II. ROLL CALL
III. REQUESTS TO ADDRESS THE COMMITTEE ON AGENDA ITEMS (3 Minutes)
IV. REVIEW AND DISCUSS REFINEMENT OF CREATIVE EXECUTION, Ms. Susan Estler, VP of Marketing
V. AUDIENCE PARTICIPATION
One thought on “AGENDA – Marketing Committee Meeting”
It is well known that there is rivalry among the Counties, Cities, TDCs, Chambers, Developers and others. A certain amount is expected, but not to an unhealthy level. Another tourist area that has 10-12,000,000 visitors annually was experiencing unhealthy rivalry and hired a tourism expert, Roger Brooks with Destination Development, to come to their area and study their area and to give a formal presentation of the study results. I am borrowing from his comments because they often match the situation we face. Just change the city names in the article to our counties’ names.
At his presentation he said, “if I have a single message of importance to leave the community, it is this: Work together, not separately, and forget about boundaries. It’s a shame that Sevierville, Gatlinburg and Pigeon Forge don’t work more closely together in the area of tourism. In terms of promotion and marketing, they tend to go their separate ways. As a result, Brooks showed that we are hurting ourselves by sending visitors mixed and confusing messages about who we are, what we have to offer…”
“We do so many things well. What we don’t do so well, however, is communicate and work together. It’s time to knock down the political, governmental and ego barriers that exist among the three cities that keep the county from having an even greater tourism industry, one that keeps people here longer and attracts those with more money to spend. All three cities need to come together and develop a marketing plan that makes it easier for visitors to find things and enjoy our community. Tourists don’t care where the city limits are.
“If a rising tide lifts all boats, then everybody will benefit from a better marketing plan…” “Enough with the boundaries. Enough with turf wars. Enough with a mishmash and hodgepodge of information that doesn’t meet the needs of the intended audience.” “Change this dramatic can happen only if leaders, both in and out of government, insist it happen.”
Roger Brooks has 25 Immutable Rules of Successful Tourism: One of these is: The rule of partnering –
• Visitors don’t stay within boundaries. Always market the broader package.
• The more you have to offer, collectively, the further people will travel to visit you.
• Your branding effort should be developed to include the bigger picture.
There are truisms in the tourism game that can fit anyplace anywhere. A way to have the Counties, Cities, TDCs, Chambers, and others working together must be found if our area is to reach its full potential. The current highly splintered marketing efforts for our area certainly will not! As an Atlanta resident I know that marketing of NW Florida in no way approaches the quality or level of marketing that we see from competing tourist destinations.
A way to have the Counties, Cities, TDCs, Chambers, and others working together must be found if our area is to reach its full potential.