Marketing

Your Australia’s Coral Coast Membership

AUSTRALIA’S CORAL COAST MEMBERSHIP

Australia’s Coral Coast (ACC) is the non-profit organisation responsible for branding and marketing the Coral Coast as Western Australia’s premier holiday destination. We work with our members from Cervantes to Exmouth to showcase the Coral Coast to both the domestic and international markets. ACC’s focus is on increasing visitation and dispersal throughout the region. Every year we develop fresh and innovative marketing ideas to ensure that the Coral Coast is at the forefront of travellers’ minds as a desirable tourism destination. By becoming a member of ACC you have the opportunity to directly benefit from our marketing activities and contribute to the growth of tourism in the region. There are three levels of membership:

BRONZE MEMBERSHIP

  • Association voting rights
  • Listing on Australia’s Coral Coast website
  • Opportunity to be promoted through Australia’s Coral Coast consumer social media channels
  • Access to subsidised consumer marketing opportunities including digital, print and broadcast media
  • Use of Australia’s Coral Coast Image Library
  • Use of Australia’s Coral Coast member email signature
  • Subscription to member e-newsletter
  • Access to Australia’s Coral Coast’s corporate website, which includes marketing advice and key contacts

NB: * Bronze membership is only offered for new tourism members in 2018/19

SILVER MEMBERSHIP

  • Association voting rights
  • Listing on Australia’s Coral Coast website
  • Opportunity to be promoted through Australia’s Coral Coast consumer social media channels
  • Access to subsidised consumer marketing opportunities including digital, print and broadcast media
  • Use of Australia’s Coral Coast Image Library
  • Use of Australia’s Coral Coast member email signature
  • Subscription to member e-newsletter
  • Access to Australia’s Coral Coast’s corporate website, which includes marketing advice and key contacts
  • Exclusive discount on advertising in the 2018/19 Holiday Planner
  • Priority recommendation for media exposure and public relation activity above non-members
  • Priority participation in trade and media familiarisations and opportunities over non-members

GOLD MEMBERSHIP - $410

  • Association voting rights
  • Listing on Australia’s Coral Coast website
  • Opportunity to be promoted through Australia’s Coral Coast consumer social media channels
  • Access to subsidised consumer marketing opportunities including digital, print and broadcast media
  • Use of Australia’s Coral Coast Image Library
  • Use of Australia’s Coral Coast member email signature
  • Subscription to member e-newsletter
  • Access to Australia’s Coral Coast’s corporate website, which includes marketing advice and key contacts
  • Exclusive discount on advertising in the 2018/19 Holiday Planner
  • Priority recommendation for media exposure and public relation activity above non-members
  • Priority participation in trade and media familiarisations and opportunities over non-members
  • Opportunity to participate in trade missions abroad
  • Priority representation at domestic and international trade and consumer shows (if internationally ready with wholesale rates)
  • Opportunity to be included in the Internationally Ready Product brochure, distributed at trade and media events
  • Opportunity to partner in suggested cooperative marketing campaigns and activities
  • Eligible to participate in competition promotions

Our website www.australiascoralcoast.com is the call to action for all campaign activities. For further information about Australia’s Coral Coast visit: 
https://www.australiascoralcoast.com/page/about-us

ACC MARKETING CAMPAIGNS

Members are invited to take part in ACC’s seasonal cooperative marketing campaigns.

SEASONAL MARKETING CAMPAIGNS:

  • Spring/Wildflower campaign – July/ Aug/ Sept
  • Summer campaign – Nov/ Dec (pre Christmas school holidays)
  • Autumn / Winter campaign – April/ May/ June
  • Ad hoc campaigns / promotions as opportunities arise

Please read our monthly e-newsletter for updates on cooperative marketing opportunities.

YOUR AUSTRALIA’S CORAL COAST CONTACTS

Suzanne Fisher | Marketing & PR Manager
Phone: 08 9321 9111
Email: suzanne@australiascoralcoast.com

Nell Mitchell | Marketing Executive
Phone: 08 9321 9111
Email: admin@australiascoralcoast.com

MARKETING RESOURCES

TOURISM E-KIT TO ASSIST TOURISM BUSINESSES

The Australian Tourism Data Warehouse’s (ATDW’s) online training resource, the Tourism e-kit continues to provide a valuable and up-to-date education resource for the Australian tourism industry. Visit: www.atdw.com.au/tourismekit Another great resource (cost for membership) is Tourism Tribe which focuses on digital marketing best practice for the Tourism Industry. Visit: www.tourismtribe.com/

EVALUATE YOUR MARKETING

Marketing is often a process of trial and error. It is important to always evaluate your marketing programs to assess activities that are effective in generating business. Then you can decide whether or not to invest in them again in the future.

Survey customers

  • Where are your visitors coming from? Ask for a postcode or country of origin.
  • Analyse visitation to your website/social media sites.
  • Ask customers how they found out about you. Keep a record so you can assess what marketing activities generated a return on investment (ROI) and what didn’t.
  • Ask customers if they enjoyed their stay. If so encourage them to comment positively on TripAdvisor.

DIGITAL MARKETING

WEBSITE LISTING ON AUSTRALIASCORALCOAST.COM

One of the benefits of being an ACC member is having a listing on our website. Please keep your website listing up to date, paying special attention to contact details and prices. The ACC website attracts a large volume of monthly visitors.

Contact Nell via email at admin@australiascoralcoast.com if you are having difficulty updating your website listing, or if you need to be reminded of your log in details or instructions on navigating the back-end of the website.

WEBSITE LISTING ON ATDW

The Australian Tourism Data Warehouse (ATDW) program offers WA accredited tourism businesses (such as accommodation, tours, hire, transport and attractions) as well as event holders an increased online exposure through westernaustralia.com and ATDW’s distribution network.

The program also enables event holders to promote their WA-based events through www.eventfinder.com.au, which is the fastest growing online entertainment guide in Australia reaching more than 500,000 event patrons every month. Listing on the ATDW for WA program is free for accredited tourism businesses and events held in the State.

For more information on criteria and how to register visit Tourism WA’s corporate website.

In order for your product or event to be listed on westernaustralia.com - your business needs a profile with ATDW.

AUSTRALIA’S CORAL COAST SOCIAL MEDIA

Connect with us on Facebook, Instagram & Youtube . We are always looking for regional images and news to share with our growing list of friends and followers.

Follow us on:


Podcasts on Social Media that we love:

Social Media Examiner (USA) - http://itunes.apple.com/us/podcast/social-media-marketing-podcast/id549899114 

Tourism upgrade with Holly G (Australia)http://www.hollyg.com.au/podcast-2/

SOCIAL MEDIA TIPS

FACEBOOK

Facebook’s star continues to rise as a powerful social network with a very large and active user base. It was built on the idea of connecting people and their ideas, and provides a place for users to connect with each other and the brands that they care about. Facebook officially created a space for brands on its social network in 2007, and since then, has continued to evolve the ways that marketers can engage with their audience. These tips and insights will help you excel at Facebook marketing.

Why use Facebook?

Your Facebook presence is made up of multiple components, each of which should provide value or entertainment for your audience and strengthen your brand.

Your Facebook Page is the central hub of your brand. Make sure your business is a page not a profile. See: https://www.facebook.com/help/217671661585622 for more information. Creating a Facebook Page for your company has many benefits: it makes your business discoverable in Facebook search, it allows you to connect one-on-one with your followers, it helps you reach large groups, and gives you deeper insights into your audience.

Plan

Before you begin to post content on your Facebook page it is important to PLAN! Know what your objectives are, who your audience is and research what similar businesses are doing to succeed.

For more information on developing a Social Media Plan visit: blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/

Research 

Australia's Annual State of Social media report - https://www.sensis.com.au/about/our-reports/sensis-social-media-report

Facebook's new Algorithm & what you need to do right now - https://sproutsocial.com/insights/facebook-algorithm/

Engagement rates - https://destinationthink.com/compare-your-dmo-social-media-engagement-rates/

How to improve your Instagram Strategyhttps://blog.iconosquare.com/5-steps-to-improving-your-instagram-strategy/

Tourism Australia's Social Media tips (including WeChat and WePay): http://www.tourism.australia.com/en/news-and-industry-tools/building-your-tourism-business/using-social-media.html

Cover Photo/Video

This image sits at the top of your company profile page and rests behind your logo as a backdrop. The cover photo is typically a more flexible space and lends itself to creativity and frequent changes. Because of the larger size, brands have more real estate to work with to be creative. Your cover photo could include brand messaging, campaign promotions, or product images—the options are endless.

Profile Photo

This image sits on the bottom left of your cover photo and is how Facebook users are able to identify who you are. It’s a small thumbnail that is attached to almost any action that you will take across the platform—from posting in a group, to posting on your own timeline— this image appears next to all of your posts. Often, this image is your logo—choose an easily identifiable image that includes little to no text because of it’s small size. Your profile picture, like your actual logo, will rarely change.

About Section

The about section is a tab in the navigation bar that resides under your profile photo and cover photo. This section includes two elements. The first is your page information, which is your opportunity to share details about your company. This section includes a variety of elements like a description, your awards, products, and contact information. The second element is milestones, which lets you commemorate and share important events and the history of your brand with your followers.

Timeline

Your Facebook Page gives you the ability to post updates for your followers. Posting on Facebook is a key way to build followers and fuel your paid advertising efforts (which we will talk about later in this manual). These posts can be comprised of text, images, links, nonnative video (like a YouTube link), native video (a video posted specifically and originally on the Facebook platform), slide decks, and photo albums.

Tabs

Tabs now sit in two places on your Facebook Page, on the left side of your timeline and in the navigation bar under your cover photo.

 

What to post?

Content is king. Content marketing is the future of marketing and it’s often a race to keep up! We recommend you choose quality over quantity for Facebook. Posting one amazing photo or video once a day to your page will be more beneficial than posting as often as you can. According to Facebook videos (not linked through YouTube) are trending high for user engagement. Videos enable people real life action insight into the region or your

product and can be very successful. Likewise the selection of photos from Tourism Australia and Tourism Western Australia indicate high quality photos of beautiful landscapes, animals and people (from a distance) get high engagement. We recommend that you search other tourism Facebook pages to see what they are posting and saying to reach their audiences!

Engage with ACC

If you are on Facebook it’s really important that you engage with ACC! We do our best to be across our members Facebook pages but if you engage with our page, posts and comments plus post your stand out photos on our page we can feature you more often! It is also ESSENTIAL to tag us in your Facebook posts @AustraliasCoralCoast to boost engagement and enable us to repost your photos/ videos.

INSTAGRAM

Having more than 27 million users, Instragram has a very active user base. Here are some useful tips to get you started and engaging on Instagram.

Curate

Before you begin snapping photos and engaging viewers, it’s up to you to create a plan to help you curate fans of your company.

  • What does my target audience want to see?
  • How can I get them to engage with my photos?
  • What will get them talking about my company?
At its core, the curate stage is about determining what will make your fans engage with your brand in a positive manner and creating a plan of execution.

Posting photos

Consider the following objectives as you create your visual content:

  • Make it exclusive: Post images that can only be seen on Instagram
  • Make it visually engaging: Instragram users are savvy, creative, and know a lackluster photo when they see one. Don’t post a photo unless it has aesthetic appeal
  • Make it personal: Post photos of your tourism product in action. Viewers want to feel like they are part of something, and this inside glimpse works wonders.

Hashtag

The Instagram hashtag is a powerful feature to engage your viewers. Hashtags act as keywords providing a way for people to find photos through a simple search. Hashtags are especially useful as you seek to establish your brand as an industry leader and get more followers. Implement hashtags that are unique to your brand and industry, as well as hashtags that are popular keywords. And remember to use hashtags on all of your posts.

Geolocation

Use the geolocation feature to provide yet another point of engagement with your viewers.

Engage with ACC

If you are on Instagram it’s really important that you engage with ACC! By adding the hash tags below to your photos means that they will come up when we search for content to repost. Even better, tag @australiascoralcoast so your photo appears in our tagged posts.

Use these hashtags when posting on Instagram

@australiascoralcoast - #australiascoralcoast OR #amazingcoralcoast

@westernaustralia - #justanotherdayinwa 

@australia - #seeaustralia 

TRIPADVISOR

TripAdvisor remains one of the most visited online tourism communities. It is likely your business has received a review, so it is important to monitor feedback about your business on the site and embrace this user-generated content to use it to your advantage

Helpful Trip Advisor Tips:

Set up and claim your listing. This simple process takes five minutes and it’s free!

  • Go to the business pages of TripAdvisor www.tripadvisor.com/Owners
  • Select your category from the following: Hotel/Accommodation; Vacation Rental; Tour; Restaurant or Attraction.
  • Enter your tourism business on the site and follow the prompts to add your business as a free listing. Or to go to the Get Listed page here: www.tripadvisor.com/pages/getlisted.html
  • Register for a TripAdvisor sticker to use and display at your place of business

Optimise your listing to get reviews

Add features to your listing to entice visitors to review your site. Include photos, video and a clear description of the product or service. You can also add a Facebook ‘like’ button to your TripAdvisor page and widgets to add to your website.

Respond to reviews

Monitoring feedback and responding to user reviews (positive or negative) is crucial as it demonstrates to customers that management values their opinions.

  • Be nice. You are not going to win an argument with a frustrated customer. Even customers who initially had a bad experience might come back.
  • Be polite and professional. You’re responding to one person, but the response is public.
  • Keep your responses useful and courteous.
  • Don’t get personal. Remember that you’re replying to feedback about an experience, not about you as a person.
  • Keep it short and sweet. Users are looking for genuine responses, but not necessarily novels.
  • Be thankful. A customer who has written a review has taken the time to invest in the success of your business.
  • Respond to happy reviewers. When you have new or relevant information to share. You don’t need to thank every reviewer publicly. One response reaches lots of customers, not just one.
  • Check the review is legitimate. If you have a feeling that the review is suspicious, contact TripAdvisor.

A great TripAdvisor review has a marketing value, sales value and operations value.

Operators who respond to reviews

  • If you are responding and competitors aren’t it will work in your favour and add a competitive advantage.
  • To try to avoid bad reviews, operators should be transparent. Ensure guests know what to expect before they book e.g. Inform them of a big concert and noise levels.
  • Highlight what is important to guests: such as free wifi, free breakfast, free parking.

Sharing reviews

  • When users land on a TripAdvisor page with fresh content, there is a higher chance of them booking.
  • Fresh content on TripAdvisor increases the percentage of visitor bookings.
  • A one point increase in a hotel’s average user rating makes potential customers 13.5% more likely to book.

SEARCH MARKETING

Originally called “search engine marketing,” the shorter phrase “search marketing” is now often used as the umbrella term over SEO and SEM. The longer phrase “search engine marketing” — or SEM — is now typically used to describe paid search activities.

What is Search Engine Marketing (SEM)?

SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. “Search Engine Marketing” was once was used as an umbrella term to encompass both SEO (search engine optimization) and paid search activities. Over time, the industry has adopted the SEM acronym to refer solely to paid search. Google AdWords is by many measures the most popular paid search platform used by search marketers. Read ‘The Entrepreneur’s Guide to Google Adwords’ and find more resources at: neilpatel.com/2015/07/16/the-entrepreneurs-guide-to-google-adwords/

What is Search Engine Optimization (SEO)?

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand. The goal of search engine marketing (SEM) is for your business’s website to rank at the top of any potential customer’s search results in search engines such as Google.

Download the Beginners Guide to SEO at 
moz.com/beginners-guide-to-seo

SEM Help

If you would like to engage the services of an search marketing specialist, we recommend 

Blue Cherry
Phone: 08 6313 3935
Email: karen@bluecherry.com.au
Website: www.bluecherry.com.au

Other useful resources:

Google Analytics: google.com/analytics/
Google Mobile-Friendly Test: google.com/webmasters/tools/mobilefriendly/
Google Trends: google.com/trends/