Putting
New Media Tools to Work for You
Implementing
an action plan that will deliver proven results.
A
Step-by-step Action Plan for New Media
Re-thinking
your advertising strategy to reach a global market. In the face of changing
times and new realities, many tourism operators are now reassessing
their marketing strategies.
To help
you through this process, we'll look at traditional advertising in the
light of New Media.
In each
discussion, we'll pass along some of the concerns expressed to us by
tourism operators. Then, we'll give you a New Media Action Plan that
will increase your marketing reach and lower your costs.
Printed Materials
Magazine
Advertising
Trade Shows
TV & Video
Step-by-Step
New Media Action Plan
Printed
Materials
Brochures:
The
brochure has long been synonymous with tourism. But changing times have
created some concerns:
"Printing costs are rising
steadily."
"I always have to print
so many to get a good price."
"By next year my printed
materials are outdated."
"Mailing brochures is
slow and costly."
No
More Print Costs
IBC now offers a unique service that will eliminate the print and mailing
costs of brochure advertising. IBC's Digital Publishing Division can
turn your old printed brochure into a full color digital brochure that
can be e-mailed anywhere in the world or made available for download
from your Web site or the Digital Brochure Rack on one of our travel
& tourism web sites.
If
a Picture is Worth a Thousand Words Then These Brochures are Worth Millions!
Each brochure is optimized for on-screen viewing or ink jet printing.
And, best of all, we can use our Page In Motion™ technique to embed
video, audio and animation right into the brochure! Plus, it can link
directly to your Web site and e-mail. Imagine showing your business
to the world in a full color, multi-media brochure that integrates seamlessly
with your Web site.
Never
Out of Stock. Never Outdated.
You can update the brochure as often as you like, add more pages and
never have to worry about the cost of printing more!
Try
a Digital Brochure.
Here are some digital brochures that you can open on line. Try exploring
the embedded links, and be sure to print a copy on your color ink jet
or laser printer. You can also right click on any of the links to the
sample brochures and download the brochure to your hard drive before
opening. This way you have a copy that can be e-mailed to a friend or
potential customer.
BC Vacation Guides
BC Travel Buys: Rocky Mountaineer
Rail Tours
BC
Adventure Network Advertisers Guide
Anahim
Lake Resort
Phil
Rowley & Brian Chan: Stillwater Flyfishing Seminars
Global
Travel Buys: Rocky Mountaineer Rail Tours
Try
a Digital Travel Guide/Catalog.
Here are some digital travel guides and catalogs that you can download
and explore. They are larger publications than brochures, so it is best
to download them first. Right click on any
of the links below and download the publication to your hard drive before
opening. Be sure you are connected to the Internet when clicking
on links in the publication.
Okanagan Similkameen Eco &
Adventure Guide
BC
Saltwater Fishing Vacations
Magazine
Advertising
For
years, printed magazine display ads have been the primary method of
targeting consumer groups and presenting them with images and information
on your business. But, changing times have created some concerns. Here's
what we hear from our clients:
"Magazine advertising is so expensive that I can afford only small black
and white ads."
"I can't afford to advertise
in more than one or two issues per year."
"Shrinking subscriber
lists have me concerned about the effectiveness of my magazine advertising."
"Most magazines don't
reach the international markets I desire."
Revolutionizing
the Print Industry
With global distribution and multimedia content, IBC's digital publishing
is redefining the publishing and advertising industry. And now you can
profit from the most significant advancement in publishing since the
printing press! By utilizing the power of the Internet, IBC is able
to offer corporations, tourism marketing groups and agencies custom
digital publications (magazines, newsletters & annual reports) that
can be distributed around the world. By avoiding the substantial cost
of print and physical distribution, we can offer you unique multimedia
global marketing at affordable rates.
Publications
That Know No Boundaries
Unlike traditional publications, our digital publications are not limited
by geographical distribution or the number of copies in a press run.
IBC can deliver an unlimited number of copies to an unlimited number
of subscribers located anywhere in the world.
Opening
New Markets
Because of their global distribution, our digital publications can be
delivered to large numbers of readers from outside our home region.
If you are in the tourism industry, these readers can be up-scale travelers
with an interest in our area. In fact, these can be exactly the potential
clients that you aren't able to cost/effectively reach with traditional
publications. I.E.: Australia, New Zealand, Scandinavia, Europe, South
America and of course the entire U.S. and Canada.
Why is
the readership so diversified compared to traditional magazines? Because
with traditional publications the cost of international subscriptions
is so high it is prohibitive. Why do they charge so much? Simply to
cover the cost of printing and mailing - expenses you won't have.
Multi-Media
Power!
Our
digital publications are optimized for viewing on the computer screen
or full color printing with an inkjet printer.
IBC's Page
In Motion™ approach delivers full multi-media capabilities; audio, video
and animations that can be embedded into the pages to add a multimedia
experience to both feature stories and advertising.
You'll
love the fact that hyperlinks can transfer readers directly to your
Web site and e-mail, integrating seamlessly with your Internet marketing
strategy. Readers can click on link to view a video featuring your business.
You can show potential customers a preview of what they can expect and
then direct the reader through to your Web site to book a vacation.
Global
Advertising You Can Afford
Because of our reduced overhead, we are able to offer you custom, full
color, multi-media empowered publications at a price you can afford.
And, your publication never goes away, because issues are always available
'round the clock for free download. In fact, if you wish to update or
change your information in a past issue, you can!
Make
It Happen Now
Make your marketing dollars go farther. Tap into new and profitable
global markets. Deliver powerful multi-media publications custom made
for you. Talk to your IBC marketing consultant for more information
on how you can take advantage of the unparalleled power of digital publishing
- at a price you can afford.
Try
a Digital Magazine.
Here are some digital magazines that we have produced. They are large
publications, so it is best to download them first. Right
click on any of the links below and download the magazine to your hard
drive before opening. Be sure you are connected to the Internet
when clicking on links in the publication.
Alaska Cruise Vacations
Global Eco Tourism
Western
Flyfisher
Western
Hunting
Trade
Shows
Trade
shows have been, and continue to be, a valuable part of many tourism
operators marketing strategies. And for some, trade shows have seemed
to be the only way to reach foreign markets.
Here are
some of the concerns about trade shows, as expressed to us by our clients:
"Registration costs are high."
"Outfitting booths with
presentation materials is costly."
"Travelling to the shows
is both time-consuming and expensive."
Trade
Shows Become Global:
Imagine if you could get trade show style exposure without the cost
and inconvenience of leaving home. Well, today's technology makes it
possible. In fact, you can exhibit your business at a virtual trade
show every day. It's as simple as joining an Internet marketing network
that does the advertising for you and reaches a large and targeted international
audience.
For example,
our BC Adventure
Network welcomes and average of more that 400,000 BC-bound visitors per month -
that's about 5 MILLION visitors per year! Imagine how many trade shows
you would have to attend to reach that many people! And, how much it
would cost you in time and money.
True, not
everyone who visits the BC Adventure Network visits your Web site. But,
not everyone who attends a trade show visits your booth either. But
it's certain that everyone who visits a regional Web site like the BC
Adventure Network is actively planning a vacation in British Columbia.
Which is more than can be said for large international trade shows.
Make
It Happen Now
Many operators are reducing the number of trade shows they attend. Instead
they are investing in improving their Web sites and joining large tourism
destination web sites that aggressively promote their network of clients.
By leaving
the marketing to the experts, the dollars you will save can be re-directed
to creating a world-class Web site that will increase your sales conversion
rate. Many of our clients are now finding that up to 80% of their booking
are coming through their web site!
Television
& Video
Television:
"Too expensive and only reaches a domestic or local market."
"Production costs are
too high for the amount of times that I can afford to run the ad."
Video:
"Even if I could afford
the video production, how do I distribute it?"
"Producing and distributing
VHS tapes is expensive."
"I
must have video tapes produced in a different format for Europe."
There's
no denying the power of video. Image the effect on your business if
a global TV network ran a half hour feature on your company! Now, imagine
if they broadcast it non-stop, 24 hours a day, 365 days a year! Of course
that will never happen. And, if you tried to buy even one 30 second
TV ad with a global audience it would cost you millions of dollars.
So, that unfortunately leaves TV as the sole domain of international
mega-corporations.
While you
may not be able to afford TV, you CAN afford to present a full length
video production to a highly targeted audience of potential customers
- around the globe and around the clock!
It's as
simple as realigning some of your advertising expenditures and taking
advantage of IBC's arsenal of tourism marketing tools.
Make
it Happen Now
Produce a video. There are many excellent video production companies
who will produce a professional video for a few thousand dollars. Make
it as good as you can afford. Eeven 5 minutes or less, done well, will bring excellent
results. Unlike a TV campaign you won't have to pay to broadcast it.
Add the
video to your web site, multimedia catalog ad, digital brochure, or
multimedia magazine ad. IBC can convert your VHS tape to Real Video,
Windows Media or other popular video formats, place it on your Web site
and make it available to millions of Internet users around the world.
No need to worry about video formats or shipping.
Try
a Digital Video.
Here are some digital videos that we have produced for our clients.
We also designed their web sites. They are produced for Windows Media
Player. Please be sure that the free Windows Media Player is installed
on your computer. Viewing requires an ADSL or Cable connection.
Rainbow Waters Flyfishing Adventures
"8 lb. Quesnel Lake Rainbow" courtesy of www.fishrainbowaters.com
Flycraft Angling "Reading
the Water" courtesy of www.flycraftangling.com
Putting
New Media Tools to Work for You
Implementing
an action plan that will deliver proven results.
Step-by-Step
New Media Action Plan
1) List your
business in a digital catalog. Choose a catalog that best suits
your industry and place a full color multimedia empowered display ad.
You can place a full page or half page ad that includes your video for
less than you can buy small black and white ads in the Business Directory
section of traditional magazines. And because the catalog is distributed
24 hours a day, 365 days a year, you don't have to worry about buying
multiple issues. It is working for you around the clock, all year long!
2) Create
digital multi-media brochures. Let IBC create a custom brochure or convert
your current printed brochure to a full color multi-media enabled digital
brochure that can be distributed via e-mail and from your web site.
You can distribute as many copies as you want without any print or mailing
costs - and the brochure can link right to your web site and e-mail.
Plus, we can embed video links directly into the brochure.
3) If you
are a medium to large tourism business, corporation, tourism marketing
group or agency, let IBC create a custom digital publication for you.
If could be as small as an annual or quarterly newletter, a travel guide
or a full blown magazine. Delivered to a highly targeted global readership,
your full color publication can contain active web links, video, audio
and animation. Also, you can link directly to your web site and e-mail,
dramatically increasing the flow of qualified customers to your web
site. With the click of a button they are there - no need to rely solely
on search engines!
4) Advertise
your web site in large tourism destination web sites that aggressively
promote their network of clients. If you are in BC, consider the British
Columbia Adventure Network, the preferred trip planning resource
for over 5 million travelers per year. May we introduce them to you?
5) Create
a video that can be used in all of your digital marketing. It doesn't
have to be long - but it should be good. Even a minute or two will work
well. With the power of video, this investment will pay off for you!
Talk
to your IBC marketing consultant to find out more about how effective
and inexpensive a global New Media marketing campaign can be. Remember
that there's a wide world of customers waiting to hear about you!
