MyrtleBeachAreaMarketing.com

Myrtle Beach Area
Leisure Marketing
March 24, 2011
Scott Schult
Todayʼs Topics
Programs
Metrics
New Partnerships
Mayfest
Canada
Programs
TV
NE-MW
Valentines
Toronto
Easter | Spring Push
Mayfest
Summer
Late School
Fall Push
Spring TV Markets
Spring TV
Online
Keyword Search
Social Media Marketing: YouTube | Facebook | Twitter
Geo-Targeted Direct Flight Support
Northeast Winter Weather
Winter Deals
Beach House|Rentals
Mayfest /
Memorial
Weekend / Sun
Fun Festival
Canada
Heavy Summer
Valentines
Easter Push
Late School
Spring Push
Fall Push
Camping/RV/Outdoors/Fishing/Nature
Camping/RV/Outdoors/Fishing/Nature
Girlfriend Getaways
Canada
Girlfriend Getaways
July 4th
Holiday Push
Online Impact
Niche
Promotion
Outdoor
Adventures
KAYAKING
Online Impact
Niche
Promotion
Camping
Online Impact
Niche
Promotion
Outdoor
Adventures
FISHING
Online Impact
Niche
Promotion
GirlFriend
Getaways
TravelZoo
Shermans Travel
Online Impact
Online Impact
Online Impact
Marathon
Promotion
Online Impact
Sweepstakes
Beach House
Giveaway
Online Impact
Beach House
Promotion
98K+ Page Views
30K+ Participants
$1.07 CPM
$0.54 / Click
Online Impact
Social
Marketing
Almost
430,000
Video Views
Online Impact
Social
Marketing
Newly Launched
Facebook Site
Mobile Impact
Mobile Impact
Mobile Impact
Mobile Social
Marketing
Visitors
creating
content and
sharing
PR
Spring Focus:
Carolina Coastal Cuisine
Out of Market Media Visits/Events:
Toronto
New York
Chicago
Boston
PR
Metrics
VisitMyrtleBeach.com
YTD 2011 Results
1,600,000
+ 21%
+ 11%
1,200,000
800,000
400,000
0
U
u
niq
es
ls
ra
r
fe
e
lR
l
A
2010
2011
Online Market Share
Online Market Share
Online Market Share
Online Market Share
Online Market Share
Online Market Share
Mobile Results
YTD 2011
+55%
100,000
75,000
7%
15,000
6%
12,800
5%
10,600
4%
8,400
3%
6,200
2%
4,000
50,000
25,000
0
Unique Visitors
% of Traffic
2010
2011
Mobile Referrals
Mobile Results
YTD 2011
Mobile Results
YTD 2011
MayFest
MayFest
Promotional
Markets
MayFest
MayFest
MayFest
New Partnerships
Family Circle
www.MyrtleBeachMayFest.com
Charlotte Motor Speedway | NHRA
Charlotte Motor Speedway | NHRA
Charlotte Motor Speedway | NHRA
Charlotte Motor Speedway | NHRA
Canada
Who is Capturing the Highest Volume of Visits from Ontario, CA?
Hitwise Canada Sample 100,000 Internet Users
© 2009 Experian Information Solutions, Inc. All rights reserved.
50
Who is Capturing the Highest Volume of Visits from Quebec, CA?
Hitwise Canada Sample 100,000 Internet Users
© 2009 Experian Information Solutions, Inc. All rights reserved.
51
Fall Air Service
Sept 8 - Nov 20
Myrtle Beach Area POV
Thank You!
www.MyrtleBeachAreaMarketing.com
[email protected]
Myrtle Beach Golf Holiday
st
1
Quarter 2011
Marketing Update
Bill Golden
Current Situation
• Economic downturn has had a
considerable impact on the game/
business of golf – perhaps the game’s
most challenging times
• The impact locally – no round growth/
declining revenues
Golf Consumer Confidence Index
Source: NGF
Buddy Trips…???
% of golfers concerned over job security
Source: NGF
Job Security
• Continue to be very well positioned in
ultra competitive environment
– Product
– Price
• Additional air service from multiple key
markets
Reasons For Not Yet Visiting Myrtle Beach
No Specific Reason, Just Haven't Gone
33%
MB is Too Far Away
33%
Travel to MB Not Convenient
28%
Don't Know Much About MB
24%
Don't Have Friends/Family There
20%
Travel to MB Too Costly
19%
I Like Places I Currently Go
17%
Don't Have A Reason To Try It
16%
14%
Never Thought About It
Seems "Too Touristy"
9%
Just Not Interested
9%
Got Good Deal To Go Elsewhere
6%
Too Many Choices There/Too Confusing
6%
Wanted To Play Specific Course Elsewhere
5%
Heard Negative Things
3%
Think Golf Is A Little Better Elsewhere
3%
Base: Recent Core Golf Travelers that have never taken a golf trip to Myrtle Beach
Top Myrtle Beach Motivators for Non-Visitors
Q. Is there anything that would motivate you to take a golf trip to Myrtle Beach?
59%
Deal So Good I Couldn't Say No
36%
Package Deal: Hotel + Golf for One Low Price
32%
If Friend Invited Me On Trip There
21%
If Direct Flights were Offered from Airport Near Me
If Spouse Or Family Went With Me
18%
Learn About Top-Ranked Course I'd Like To Play
17%
If I Learned More About MB
Photos Of Resort Or Course That Caught My Eye
Probably Not or No
9%
7%
14%
Base: Recent Core Golf Travelers that have never taken a golf trip to Myrtle Beach
86% indicated
something could
motivate them to go to
Myrtle Beach
Base: All Inquirers
Myrtle Beach vs. Other Golf Destinations
% Rated Myrtle Beach
Not Quite As Good
Quality/Selection of golf 3%
Location/Setting (e.g., near ocean) 2%
Price/Affordability of golf
6%
Price/Affordability of accommodations
4%
23%
33%
Vacation package deals 3%
28%
Quality/Selection of accommodations
5%
Weather
Travel (ease/convenience)
Nightlife/Entertainment
8%
Base: Inquirers that have been to Myrtle Beach in the past year
3%
58%
6%
55%
12%
53%
34%
16%
50%
42%
44%
42%
37%
12%
48%
44%
13%
5%
4%
59%
32%
Don't Know
3%
61%
32%
31%
4%
Better
71%
Buddy trip destination 2%
Non-golf activities (beach, sightseeing)
About the Same
42%
42%
6%
4%
3%
16%
Segment Profiles
Converted
Prospects Lost Prospects
NonTravelers
Avg Rounds Per Year
Avg 18-hole score
Private Club Member
Avg Spend for Round Near Home
2009
58
87
20%
$43
2010
64
87
19%
$44
2009
57
88
20%
$43
2010
62
88
22%
$45
2009
41
9089
12%
$41$44
2010
49
Male:Female Ratio
Avg Age
Avg Annual HHI 92:8
53
$111
94:6
55
$110
90:10
54
$113
91:9
54
$116
88:12 5153
$93$96
92:8
South
North
Midwest
West
Canada
33%
28%
18%
3%
18%
33%
29%
16%
2%
20%
27%
16%
27%
15%
14%
25%
19%
24%
14%
19%
27%
19%
28%22%
9%8%
15%23%
25%
22%
Avg Distance From MB
540 miles
527 miles
862 miles
844 miles
756 miles
737 miles
70%
56%
61%
Live w/in 100 miles of Direct Flight Airport
Base: Travel behavior based on past 6 months or plans for next 6 months
14%
• Steal Market share – Air service markets
• Continue push for new customers…
younger, affluent golfers
• Continue growth of internal assets
• Motivate our consumers….
– Communicate value, experience, “buzz”
QUICK QUOTES
MYRTLE BEACH GOLF
HOLIDAY
MEMBER REFERRALS
ESAVERS
COOPS
SOCIAL MEDIA
ADVERTISING $$$$
BROADCAST/CABLE
REGIONAL
INTERNAL
ASSETS
SOCIAL MEDIA
3RD PARTY EMAILS
SWEEPS
EMAIL
ONLINE
PLANNERS
NEWSLETTERS
CONSUMER SHOWS
REGIONAL
Toronto
Pittsburgh
DC
Atlanta
REGIONAL
Spirit Air
Exclusive Myrtle Beach flight deals
Provide suite of banners for MBGH members
Promoting non-stop service on 3rd Party sites
Geo-targeted emails to non-stop markets
REGIONAL
REGIONAL
Geo-targeted emails
Air Service Support Emails – 17 sends in 2010
Drive Market Support
Regional Marketing Plans for designated markets
Radio, Online, 3rd Party Emails
Accounts for 6% of total site traffic in 2010
Accounts for 9.20% of total acquisitions in 2010
ONLINE
ONLINE
Media
Impressions
Golf.com
5,913,636
Golf.com – 10
total emails
1,429,000
GolfChannel.com
8,912,143
GolfChannel.com – 12,920,000
22 total emails
Golfweek.com
2,550,000
31,724,779 Online Golf
Impressions
ONLINE
ONLINE
• Golf Now Stay & Play Sponsorship
– Integration of MBGH branding into Golf Now MB S&P section with custom
content, package and hotel listings and direct links, lead generation
• Travel Golf Sponsorship
– Embedded quotes for MB to link directly to pre-populated field on
golfholiday.com quick quote page, custom content, travel package rotation, and
permanent banner placement
• GolfChannel.com, TravelGolf.com, and Golfnow.com geotargeted
banners
– 4,000,000 impressions to run across network of sites
• Non Stop Air Service Support
• Database email marketing
–
–
–
–
11 Golf Channel dedicated emails
6 Golf Now newsletter ads
2 Golf Channel Newsletters
7 Dedicated emails to TravelGolf.com subscriber base
Date
List
Emails
1/5/11
TravelGolf.com – Dedicated
320,000
1/8/11
GolfChannel.com – Dedicated
800,000
1/10/11
GolfNow.com – Banner
800,000
1/11/11
GolfWeek.com – Banner
80,000
1/18/11
Golf.com – Northeast
63,000
1/19/11
GolfNow.com – Banner
800,000
1/19/11
TravelGolf.com – Dedicated
320,000
1/19/11
GolfChannel.com – Dedicated
800,000
1/20/11
Golf.com – Dedicated
347,000
1/25/11
Golf.com – Midwest
44,000
1/26/11
TravelGolf.com – Dedicated
320,000
1/27/11
Golf.com – Dedicated
347,000
1/29/11` GolfChannel.com – Dedicated
800,000
1/31/11
GolfTips.com – Dedicated
100,000
1/31/11
Sport Illustrated – Dedicated
50,000
2/1/11
GolfNow.com – Banner
800,000
2/5/11
GolfChannel.com – Dedicated
800,000
2/8/11
GolfWeek.com – Banner
50,000
2/8/11
Golf.com – Dedicated NE
63,000
2/10/11
GolfWeek.com – Dedicated
50,000
2/11/11
TravelGolf.com – Dedicated
320,000
2/15/11
GolfNow.com – Banner
800,000
2/15/11
GolfChannel.com – Dedicated
800,000
2/16/11
GolfChannel.com – Dedicated
800,000
2/22/11
GolfWeek.com – Banner
50,000
2/23/11
TravelGolf.com – Dedicated
320,000
EMAIL
10,844,000 Impressions through February 2011
Consumer Golf Shows
• Leads have increased 41% over leads generated thus far in 2010 show season
• Sponsorship with Porter Air at the terminal introducing the new flights to Myrtle
Beach
• Promoted Spirit Air service in Chicago
• Promoted new Spirit flights in DC
• Sponsorship of Toronto show promoting the new flights on Porter and Direct
Air and will pass out 15,000 MBGH magazines.
• Over 9,000 pieces of collateral given out to date
• Title sponsorship in Toronto and are also presenting sponsor in Ottawa
• Radio ads are running in Toronto and all areas where North Coast shows are
being held
• In Chicago, the MBGH logo was posted on all billboards surrounding the airport
and show area
January 1, 2011 – February 28, 2011
Quick Quotes
5.16
5.13
Have You Been To Myrtle Beach Before?
Yes
No
44.10%
40.70%
Drive
Fly
Undecided
41%
33.7%
25%
Phone Yes
Phone No
66%
34%
13,827 Fans
75% increase in engagement
Exclusive Promotions
“Hot” golf tips
Contest
Polls
Questions
Testimonials and Interviews
Videos
Regional Pages
Mike Greenberg and Mike Golic LIVE from Myrtle Beach
April 11, 2011
Why Mike and Mike?
• Reaches over 11 million people each week via ESPN
Radio and ESPN 2
• 25% of the time people spend with ESPN Media each
morning is spent with Mike & Mike
• Called MNF for the third consecutive season
• 2010 Super Week in Miami
– Mike & Mike’s webcam time spent viewing
highlights: 36 minutes
• Good Morning America Contributors
• 5th Appearance on David Letterman Show
Mike & Mike voiced reads
– On air voiced spots 210 total spots
Mike & Mike Online Sweepstakes
• ESPN Audio will create a customized national promotional
sweepstakes for MBGH themed around the golf listener.
• Promotion will run from 1/31-2/25
• Promotion will live on ESPNRadio.com and ESPN Audio
In addition to the national promotion, MBGH will own the
following:
• Exclusive sponsorship of the Mike & Mike podcast throughout
the entire flight
• ROS digital schedule running across all of ESPNRadio.com
• Copy Split on ESPN Radio ads
• ESPNRadio.com geotargeted email newsletters
Mike and Mike Live Remotes
•
•
•
•
•
•
•
•
•
Sept 27th- Packers vs Bears
Oct 25th – Giants vs Cowboys
Nov 1st- Texans vs Colts
Nov 8th – Steelers vs Bengals
Dec 6th – Jets vs Patriots Game
Superbowl 44
March 31 – Shell Houston Open Golf Tournament
Monday after Masters – Myrtle Beach
June 25 – Traveler’s Championship (Scott Van Pelt)
ESPN Leads
• Promotion Recap:
– Total Entries:
34,468
– Unique Entries:
9,842
– Total opt-ins:
6,640
– Sweeps Index Page
Views: 57,735
– 9.2% Match to
database
Monday After the Masters
• 16 years; 11th Year in Myrtle Beach, SC
• Raised over $4 million dollars for the
Hootie & The Blowfish Foundation
• MBGH Sponsorship Level
• Consumer Promotions
• Leverage for additional media
MAM Media
Dan Patrick
Gerry Dulac
WFAN NY
Golf Channel
Comcast
Tony
Kornheiser
• Mike & Mike
•
•
•
•
•
•
2011
New Tournaments /
Events
Regional Golf Tours - 2011
• February
• 200 Rounds
• 4 nights hotel
• March
• 300 Rounds
• 4 nights hotel
• March
• 120 Rounds
• 5 nights hotel
• September
• 140 Rounds
• 7 nights hotel
College Golf Combines
• July 5 - 7
• 300 junior golfers (boys &
girls)
• 1,000 + family members
• 60+ college coaches
• 1,200 rounds (including
family)
• Attached to national ad
campaign
International Junior Golf Tour
• August 27 - 28
• 120 junior golfers (boys &
girls)
• Created to expand World Am
week
• World Am special entry fee for
parents
• Players from across the globe
• Attached to national ad
campaign
• Can sell title sponsorship and
keep 100% of revenue
• Will receive Golfweek
coverage
Golfweek Collegiate
•
•
•
•
•
•
•
•
September 11 - 13
15 Division I Universities
Men’s & Women’s teams
150 Student Athletes
600 Rounds
4 nights hotel
Extensive Golfweek coverage
Annual tournament
Mid Atlantic PGA Pro Am
• November 16 - 19
• 300 amateurs
• 100 golf professionals
• 1,600 rounds
• 4 nights hotel
• Marketing exposure from
local qualifier events/
advertising
• MBGH receives all contact
information for any golfer who
qualifies
Current Projects
• May or November 2012
• 300 amateurs
• Annual Event
• May 2012
• 120 amateurs
• Fall 2012
• National Championship
Host
• 500 Amateurs
• October 2012
• 200 amateurs
• National PR
2012 Planning
-Canadian Pro- Am
-Golf Town Stores
-TaylorMade
-Merit Travel
CVB Group Sales
Danna Lilly
2011 Spring Efforts
Tradeshows
Sponsored
Functions
Sales Missions
Fam Trips
Events
International
Meeting and Convention
Tradeshows
Affordable Meetings Mid America………..Chicago, IL
Meetings Industry Council…………………Denver, Colorado
Greater Washington Assn Execs…………Washington, DC
Georgia Society Assn Execs……………...Panama City, FL
Collaborate Marketplace…………………...Houston, TX
Meeting and Convention
Events/Sponsorships
Collaborate Marketplace – Planner Orientation
May 3, 2011
Washington, DC Client Event – May 3, 2011
First Annual MAMFAM
April 9-11, 2011
Group Tour/Motorcoach
Sales/Sponsorship Efforts
CNC Sales Blitz – North Carolina
March 21-28, 2011
Travel Alliance Partnership……Louisville, KY
June 19-23, 2011
Sponsorship of Operator Wearables
Operator/Group Leader Fams
Travel South Post Fam – February 25-28
Global Custom Tours - Canada
Holiday Guide – Distribution in May
Sports Efforts
National Assn of Sports Commissions
April 12-14, 2011 Greensboro, NC
Preparation for upcoming events
USA Track
and Field
Youth Outdoor National Championships – 6/28-7/2
USA Triathlon National Championships – 10/8
Myrtle Beach Mini Marathon/5K – 10/22 - 10/23
USA Track and Field National Olympic
Cross Country Championships – 12/9 – 12/11
Volunteer Needs
[email protected]
Canadian Efforts
National Womens Show, Montreal………March 31 – April 3
Sales Mission & Trade Event with Local Partners
Travel and Vacation Show, Ottawa………April 2-3
Summer Holiday Show, Quebec City……April 15-17
European Efforts
ITB, Berlin Germany…………….March 9-13
108,000 trade/visitors
Pow Wow 201, San Francisco, CA
May 21-25, 1200 Buyers/Media
Thank You