Marketing

This page discusses various marketing strategies for the Heritage Center.

If the circus is coming to town and you paint a sign saying "Circus Coming to the Fairground Saturday," that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations. If the town's citizens go to the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales. ~PT Barnum


Marketing Strategy: 2007 and Beyond

Ultimate Goal

We "top of mind awareness" in people's minds. We want to create such trust in our customers that no matter what we do, they will come to our events and activities and they will recommend us without hesitation to their family and friends.

That TRUST is built on:

  1. Value: our visitors feel that they are getting more than what they paid for.
  2. Expertise: We are perceived as experts in a field that is unique, entertaining, and educational.
  3. Service: People recognize us as a place that works hard to improve the community in which we exist.
  4. Safety: Everything we do here is perceived as being "safe" in all respects.
  5. Hospitality: Visitors perceive themselves as being important and vital in our eyes by the gracious way we treat them.

Building Trust Through Marketing (outside of product development and delivery)

  1. Focus on the American West Heritage Center—even when marketing individual events (The AWHC is an entertaining, educational and enlightening place!"
    1. Need a catchy and creative slogan
  2. Market events in the context of overall image: "See? All of our products are always this good!"
  3. Do more concept marketing rather than simply doing marketing for individual events.
  4. Create a viral marketing strategy with our already-satisfied customers.
  5. Give long-time customers special attention and appreciation.
  6. Get long-time customers to come back—and show them a greatly improved product.
  7. Shatter people's notions of what we are in a positive way.
  8. LOTS more outreach activities are needed. This needs to be aggressive! We should be in a classroom and local organization each week with a wide array of presentations from short, fun speeches and stories to long-term lesson plans and activities.
    1. Our strengths: Cody=Mt Men; David=storyteller, oral history, lots of existing classroom connections; Liz=pioneer ways, folklore; Jenette=pioneer ways; etc.

Concept Ideas

  1. FOCUS ON KIDS AND FUN: For example, Concept photos of kids having old fashioned fun or being goofy
  2. FOCUS ON OLD FASHIONED METHODS: For example, Close up photos of hands doing old fashioned things
  3. FOCUS ON THE QUALIFIED AND FUN-FILLED STAFF: For example, Select several AWHC staff members, dress them up, and make them celebrities on brochures, etc.
  4. FOCUS ON THE BEAUTY OF THE SITE: For example, stunning photos of the site and its views.
  5. FOCUS ON THE PRESERVATION OF HERITAGE: Inspiring photos of re-enactors living history

Creating a Concept Slogan

Make it Memorable: Your slogan must be memorable. Make it easy to remember, something they want to brand in their memory and possibly even repeat to others. Take for example the above slogans, when you first heard them what was it that made them stick with you?

Key Benefits: Your slogan must contain a key benefit of the product or service. Give them a reason to remember it.

Differentiate Your Brand: It must differentiate your brand. Does it bring out the character of the product or services that sets it apart from your competitors?

Solidify the Brand: It must recall the brand name otherwise who cares who remembers it. The brand can be depicted in the words you use or in the image of your logo.

Rhythm and Rhyme: Create rhythm and rhyme. Does it rhyme? Does it have a ring to it? The rhythm of the tagline will help to stick in the memories of those that read it or hear it.

Warm and Fuzzy Effect: Make it warm and fuzzy. Does your slogan leave people feeling warm and fuzzy? Does it bring a smile to their face or perhaps even a little chuckle? A slogan is more likely to stick in the minds of others if it imparts a positive feeling or emotion.

Good slogan examples

* Just Do It - Nike
* This Buds for You - Budweiser
* Have it Your Way! - Burger King
* We Bring Good Things to Light - GE
* We'll Leave the Light on For Ya! - Motel 6
* Zoom! Zoom! - Mazda

AWHC Slogan Ideas

* Live the Legacy
* Experience it! (current)
* Where History Lives!
* Escape to the Past

Quantitive and Qualitative goals

  1. Increase attendance by 20%
    1. Increase word of mouth buzz by specifically inviting visitors and members and volunteers to invite their friends and relatives to come.
    2. Invite re-enactor groups to come.
    3. Continue creating partnerships with other organizations and find a place for them here to either meet or participate in events.
    4. Create a more visible downtown presence
    5. Participate in Arts District events
    6. More posters downtown
    7. Create more partnerships with downtown businesses
    8. Participate in Gallery Walk
    9. Get Davis and Boxelder Counties to come
      1. “We’re only 20 minutes from Brigham City”
      2. target media there
      3. general billboard in the vicinity?
  2. We don't want anyone saying "I never know what's going on out there."
    1. Diversify information targets
    2. Use more specific information targets
    3. More banners on highway
    4. Direct people to the website and keep it up to date
  3. We want the “American West Heritage Center” to be established in people's minds rather than "the Farm" or "the Festival."
    1. Specific article(s) describing what we are and our new choices for the future
    2. Invoke a concept marketing campaign
  4. Be on Top 10 things to do in Utah lists in 5 years.
    1. Is there an application procedure?
    2. Do we simply need to pay to be on this list?

Fulfillment and response strategy

  1. Customer service and hospitality must be key
  2. Give visitors the chance to offer suggestions or compliments

Follow-up Strategy

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Tracking and testing criteria for your campaign

  1. Keep accurate data on visitors; age, time of day, busy days, etc.
  2. Questionnaires
  3. Informal assessment of visitor perceptions

Campaign budget

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Free Marketing

  1. Word of Mouth!
  2. Press Releases
  3. Articles
  4. Email
  5. Publicity Events
  6. USU Classes

Cheap Marketing

  1. Posters
  2. Fliers
  3. Website
  4. Parades
  5. Cache Valley Arts District Shared Arts Brochure
  6. School Districts
  7. School Groups (take home fliers)
  8. Highway Signs at Heritage Center
  9. Free events at Heritage Center
  10. Outreach (workshops, lectures, speeches, etc. at various places)

Other Marketing

Print Media

  1. Brochures
    1. Mass Brochure (the brochure we "throw at people")
    2. Targeted Brochure (the brochure that we take some care in sending to people)
    3. High-End Brochure (the brochure or packet that we take to donors and other special folks; we only give this to them after we walk them through it)
  2. Brochures (could be simply 1 page front and back) for each major program: school groups, summer camps, Daily Adventures, Big Horse Adventures, Overnight Adventures, Handcart Treks
  3. Newspaper Ads
  4. Magazine Ads
  5. Val-Pak

Other Media

  1. Valley Channel
  2. Other TV
  3. Radio
  4. Parades
  5. Publicity stunts

Action Sequences (Tactics):

  1. Word of Mouth: Memberships, volunteers, partnerships
  2. Global, year-long strategies
    1. Weekly ads in newspaper (example)
  3. Baby Animal Days: our most important marketing tool
    1. Have membership table
    2. Have volunteer sign-up table
    3. Give each ticket buyer a handful of informative material
    4. Posters and signs describing the year’s events and opportunities in key areas
  4. Press Releases
  5. Brochures
    1. Mass
    2. Target
    3. Special

Communication Strategies:

  1. Event by Event
  2. History is important!
  3. AWHC is a fun place
  4. We’re doing our part to save our heritage
  5. Other ideas?

Market Penetration: How to attract new customers?

  1. More ads, posters, press releases, more vocal/visible/constant
  2. Spirit of ’47 Pioneer Jubilee

Product Development: Can we make new products to attract new customers?

  1. Add Gunfighters
  2. Diversify and better advertise Exhibits

Product Improvement: Can we make our product better?

  1. Make product more family-friendly
  2. Make it seem busy and exciting
  3. Improve accessibility
  4. Better and more professional daily programs (literature)
  5. Take a story-based approach
  6. Formalize scripts
  7. Focus on DOING rather than on telling
  8. Lots of other ideas here. See the Daily Program page

Market Development: Can we tweak our products to meet a new market segment?

  1. Health and Wellness—the pioneer way!
  2. Things that Go!
  3. Native American Arts & Stories
  4. Some sports focus for Spirit of ’47 Pioneer Jubilee

Diversification: Are there new markets and new products that we could develop?

  1. Family Camp Opportunities—a niche market that needs more providers
  2. Conduct our own bus tours

Specific Questions to ask Marketing Committee

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The 10 Commandments of Marketing

from Jay Lipe, CEO of Emerge Marketing

These Ten Commandments didn’t come from the Mountain. And they’re not carved on clay tablets, but on a high-tensile polyfiber instead. Yet any marketer worth his or her salt must follow these commandments in order to find the Promised Land.

1. Thou Shalt Not See Marketing as a Department. When you get right down to it, everyone in your company is a marketer. From the receptionist whose voice is the first thing your buyers hear, to the delivery person whose rear-end may be the last thing they see, every one of your employees plays a pivotal role in the orchestration of your marketing efforts. Good companies imbue every employee with healthy reverence for the customer so that the company, from every point of contact it has with its market, knows how to market.

2. Thou Shalt Follow the Ninety Day Rule. Your customers, prospects and champions (those who refer business your way) should hear from you every 90 days.

3. Honor the Concept of Tinkering with All your Heart. If you’re a 70’s child like me, you remember the hugely successful rock group Fleetwood Mac. But I’ll bet you didn’t know that their seemingly overnight success came only after years of tinkering. That’s right, before the release of their monster album Rumours, they endured no less than 14 personnel changes across 10 years. In marketing, as in rock and roll, success seldom happens with your original line-up.

4. Thou Shalt Not Quit. Moses and the Israelites wandered the desert for 40 years without giving up. You owe it to yourself (and maybe Moses too) to try any new marketing initiative at least three times before throwing in the towel. Your prospect could have been out of the country the first time you ran it, and tending to his sick mother the second. Repetition is a marketer’s best friend.

5. Thou Shalt Feed Thy Prospecting Funnel. Suspects become prospects, who then become customers. And these customers then generate referrals who create more prospects and the cycle begins anew. For thousands of years, this marketing process (also known as the prospecting funnel) has governed marketing activities for all companies, and I feel safe saying that it will continue this way for another thousand years.

6. Remember Thine Marketing Time by Keeping it Holy Successful marketing campaigns don’t take the summer off, nor are they created “when I have the time.” You must make the time. I’ve found it’s helpful to consistently carve out the same day and time each week to work on marketing tasks. For me, it’s Friday afternoons; for you it may be different. But whatever day and time you choose, honor it with all your heart.

7. Thou Shalt Jettison One Program Every Year. I can’t count the number of stressed out marketers I’ve seen over the last 15 years. As task after task is added to their plates , nothing is ever removed. Stop this madness at once, and identify one marketing task each year to eliminate. Too often, someone keeps doing a task (e.g. issuing a report), yet it’s not adding value. Eliminate one marketing task a year; your health depends upon it.

8. Thou Shalt Not Cut Marketing Spending During Slow Times. From 1980 to 1985, McGraw-Hill Research analyzed 600 companies and their marketing spending. After 1985, McGraw-Hill concluded that those firms which had maintained or increased their advertising during the recession in ’81-’82 boasted an average sales growth of 275% over the next five years. But those companies who cut their advertising saw paltry sales growth over the next five years of just 19%. When is the right time to market your business? All the time.

9. Thou Shalt Honor Exiting Employees. I once had a travel industry client run a report that showed where their new referrals came from. The second highest category was ex-employees. It turns out vacation shoppers were asking these ex-employees where they could book a Vegas package just like the neighbor’s they’d heard about, and the ex-employees were referring them back to their old employer. When you treat your departing employees with a dose of good will, they may just turn into your unpaid sales force and refer business your way.

10. Thou Shalt Thank Often. Sadly, we live in an age of boorishness. But a savvy marketer can do his part to bring civility into an otherwise uncivilized world. Among the countless ways to thank customers are thank you notes, gift certificates and appreciation lunches to name just a few. These thank you’s don’t have to be showy. Just make sure the thank you is classy and considerate, and the kindness will eventually be repaid.

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