I will continue to share information presented at the Nebraska Travel Association Fall Travel Conference in Norfolk. As a community it is our responsibility to “Jettison the generic” the days of the marketing list is over. The reason is most communities’ lists are the same as the next community down the road. If our list is the same as the community down the road or even the same as what is available in someone’s home community why would they want to go to all the effort and cost of coming here. If it is just like home why bother coming? We have to create a brand that will set us apart from everyone else. If you can go to another community/tourism website and the list of available activities looks identical to your own that means your community has some work to do. A Brand is the perception of what people “think” you are. So it is important to figure out what people think we are.
The unique niche may not be a huge thing or it may be something you don’t necessarily like about your community, but it is what makes you unique. Market this heavily and then let everyone know about the other things you have available to do and enjoy once they have experienced the lure that got them to your community. The point is your community cannot be everything to all people. This will result in mediocrity and ultimate failure.
The speaker expressed an interesting concept that membership organizations however, can kill good marketing efforts. The reason is that in a membership organization everyone gets very territorial about their own interests. When the community “lure” is promoted, travelers will also look to diversionary experiences to fill their time once they have experienced the “lure attraction”. These diversionary experiences will create a full rich travel experience. So ultimately everyone benefits.
Another fact presented was if you have a niche and it has been bringing people into your community for years and years; don’t try to change your image because you are tired of it. Freshen it up, spice it up, present it with a new twist, but don’t reinvent the wheel. An example given was Salem, Massachusetts and the “Salem Witch Trials” of 1692. People have been visiting that area for that reason for over 300 years. Recently some community leaders decided they wanted to change the lure and focus of the marketing strategy, because they were tired of the “witch image” and felt like “their personal interests” weren’t being promoted. They soon realized this marketing strategy wasn’t going to work and returned to focus on what had worked for their community for 300 plus years.
I know some communities will say we don’t have anything that is unique. Next week I will share with you examples of how communities created their uniqueness. For more information contact Rosie Stockton Furnas/Harlan Partnership, 308-962-7894, email: director@furnas-harlan-partnership.org. www.furnas-harlan-partnership.org
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