Colorado's Marketing Travel Network: The MTN
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Transcript of Colorado's Marketing Travel Network: The MTN
Mapping The Traveler’s Journey
from Inspiration to Visitation.
Leveraging CTO’s Success.
Colorado has an incredibly successful Ad campaign.
Learn how to leverage CTO’s success.
Hear Case Studies & Best Practices from industry leaders.
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1 What is the MTN?
2 Industry Partners
3 Why Join?
4 How to use the MTN
Overview
Cathy had a challenge. Competitors are spending more and CTO’s budget is capped.
She asked us:
‘How can I use data to better understand the Traveler and
market more effectively?’4
The Challenge
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The Challenge
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The Challenge
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The Challenge
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The Challenge
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The Answer
1 Capture traveler activity across the industry to understand travel behavior, then use that to drive your advertising and marketing.
2 Identify high-value travelers and target them.
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The Plan
December 2015 - June 2016In Development● Partners: Google, CPG, Predictive Analytics
May 2016 - August 2016Pilot Program
September 2016Open to the industry
So, we captured the Traveler’s Journey in order to:
● Understand how people travel
● Understand CTO’s role in getting Travelers to
industry partners
● Allow industry partners to participate and collaborate in the Traveler’s Journey **
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We Built The MTN
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A Traveler’s Journey
Source: The MTN
Some stats from the Pilot Group
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How Big Is The MTN?
● 1,900,000 People since inception● 6,500,000 Views (pages, video, etc.)● Adding 40,000 People a day● 40 Members
– 16 DMOs– 21 Attractions – 3 Resorts
Some stats from The MTN
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What We Capture
● Geographic Location (Longitude/Latitude)● Ads they clicked● Interests● Sites They Visit● Content Viewed● Conversion (if goal pages are in The MTN)
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Who Is In The MTN?
203 Countries, US is 95% of them
Source: The MTN
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Who Is In The MTN?
From most major markets
Source: The MTN
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Who Is In The MTN?
And over their lifetime as they travel to CO
Source: The MTN
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Things are different now. Here’s why...
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Reason #1Rich, useful data now replaces
anonymous user data.
The People in the MTN are Travelers
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Who Are These People?
● Their Geographics, Demographics and Lifestyle
● Their Behavior - What they do● The Context - What Ad captured
them
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Reason #2Capturing cross-domain
activity allows Upstream &
Downstream Vision.
● Indirect traffic is when a Person goes to the Industry Partner first, then comes to your website.
● For one member, we found Indirect traffic from Colorado.com that was 1,000% (10x) more than direct traffic
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CTODMO DMO
YOU
Indirects in The MTN
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A Traveler’s Journey
Source: The MTN
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Reason #3It allows new and meaningful
collaborations
When Cathy saw what she had, she opened it up.
‘I want everyone to use this!’
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The Challenge
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Your TurnLevel 1 - Join
Level 2 - Take Action
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Level 1 - Join
● A Destination, Attraction, Event or Lodging Property installs a script on their website(s)
● These members help CTO understand the Traveler’s Journey. They help CTO see how their marketing efforts end up in industry partners.
● It’s Free.
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Level 2 - Take Action
Your segment of the MTN data contains the people you’ve contributed.
You just saw examples.
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Katy Schneider, CTADirector of Marketing | Visit Fort Collins
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Targeting Craft Brew
Fort Collins, ColoradoColorado’s Craft Beer Capital
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● Created initiative for this industry niche.
● Included a Tasting Journal
● Paid Social
● Creating Co Ops with local breweries to help target Foodies
● Leverage $$
Targeting Craft Brew
UNIFY AMPLIFYMEASURE
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● Created initiative for this industry niche.
● Included a Tasting Journal
● Creating Co Ops with local breweries to help target Foodies
Targeting Craft Brew
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PK KnickerbockerExecutive Director | Pikes Peak Country Attractions
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Pikes Peak Country Attractions
● 24 Attractions
● Jointly publish the Visitor Guide with Visit COS
Target Audience
● Mothers considering vacations in CO, Pikes Peak region or Colorado Springs
● DINKs year ‘round
● Drive Markets
● Value-Oriented products
Targeting Families
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Pikes Peak Country Attractions
● 16 Attractions in The MTN
● 220% - 423% indirect downstream traffic
Targeting Families
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● 400% More Downstream from PPCA
● Targeted Campaign uses only ⅔ of budget,
Targeting Families
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Developed initiative to integrate with the industry partners.
16 are participating.
Targeted campaigns to send those downstream.
Targeting Families
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Andy NeinasOwner | Echo Canyon River Expeditions
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● Largest Rafting Company on the Arkansas River
● Family Owned
● Up 112% over 2015
Echo Canyon
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● Participated in PK’s initiative
● Targeting families
● 220% of the paid ads were already in The MTN
● PPCA sending the Target anonymously
Echo Canyon
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Targeting the Pikes Peak Country Attractions saved ⅓ of Ad Budget.
Conversion Rate up 116%
This campaign is 175% more efficient
Echo Canyon
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Some IdeasUse The Guide
Take CTO’s Lead
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Meet Beatrice
Let’s follow Beatrice through her journey for Craft Beer.
We’ll learn how the MTN makes it better for her, the DMO, the Brewery and the Hotel.
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The Target
Marketers define their high-value target audience. If you’ve got wonderful Craft Beer, Beatrice is your target. That might mean Co-Op dollars.
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Ad Target Beatrice
Targeted ads show Beatrice Colorado’s Craft Beer tours. She clicks. She’s in the MTN.
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A Warm Conversation
Beatrice comes to the DMO website. It shows her the free Journal and a 3-day Craft Beer package. She goes to the hotel website and sees the package.
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Optimize
CTO knows the Craft Beer went deep into the MTN. They buy more ads for Beatrice. It closes the loop and tells CTO & the DMO ‘more Beatrice!’
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What Beatrice Gets
● A great experience, more convenient travel planning
● A DMO website that shows Craft Beer videos and suggestions for finding Craft Beer
● A Journal when she shows up in the destination with her name on it
● A personal connection with the brands
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What the DMO Gets
● Leverage CTO’s power and scale
● Vision Downstream● Personalization● Insights into their
contribution downstream
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What the Business Gets
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● Vision Upstream● People, not Data● Personalization● Ad Targeted
Old Way The MTN
Please Join Level 1Help CTO bring you Travelers
Put this script on your website in the <head> section:<script src="
//d3c3cq33003psk.cloudfront.net/opentag-160716-pollinator.js" async defer></script>
Thank You!Stop by our table and sign up
internethoney.com/themtn