Branson's marketing plan consists of four strategies, according to Rachel Wood, the Branson Chamber of Commerce and CVB's chief marketing officer.
Wood discussed the marketing plan and more during Tuesday night's Branson Board of Aldermen Study Session meeting. She revealed that the city is working with a company named Fine Difference to do a brand study which will be applied to Branson's marketing. The first "overarching" strategy is to "build Branson brand momentum."
According to the slide presentation, the goal of this first strategy is to present the city as an "ideal experience for family values, fun, faith and flag." This will happen through several efforts including an "integrated marketing approach leveraging advertising, digital marketing, activations, and public relations."
The second strategy is to focus on Branson's "core product." This includes live music shows, family activities and outdoor activities. Wood said these will be pushed "as the core drivers of revenue and extended stays, while also showcasing Branson’s key strengths as a destination."
Wood went onto state that the travel base will see expansion. The slide presentation explains that obtaining first-time visitors will "put Branson on a positive trajectory for the future. It also states that this comes with "a strategic focus on younger families, expanded geography, and a customized approach to reach and attract travelers in all four seasons."
The presentation highlights the following marketing strategies:
- Develop integrated marketing campaigns delivered through precision targeting to motivate first-time visitors and encourage repeat visitations.
- Maintain and build owned assets to increase brand reach, relevancy, and engagement throughout multiple consumer touchpoints.
- Execute and utilize first- and third-party consumer and industry research to adjust and/or further develop the demographic and psychographic composite of our desired target and geographies, create messaging around visitation-driving assets, and inform timing of activations and paid advertising.
Later, Wood also discussed public relations and more. The full session is available online.
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