Page 18 - March 2010
are numerous meeting and “educa-
tional” leisure time sites emerging that
capture your market’s leisure activity.
Are you there? Do you know where
to start?
This Month in nullarch:
Why You’re in the Media Business:
null’s nullnull and You’re a Media Monulll
Google is moving away from strictly
“keyword” search into blendednullreal-
time search containing multi-media
content. nulllti-media results will aug-
ment tenull content with nullacebook and
nullwitter content. nulley already show
by Marc Saxe
mapsnullphotos and videos. Google
will stay relevant to dominate. nulley
will broaden their search indenulland
became very valuable. nullrketers did everything pos-
elevate those that provide the widest
W
elcome to nullnull and like it or notnullyou are happened in web and search marketing. null’s the
in the media business. nullre is what is hap- most powerful. sible to get higher listings and paid search emerged
range of keyword related multi-media
pening and what you can do. to replace early banner and display advertising. A
content.
nullre’s your alternate onullchoice: few in the industry took advantagenullbut most did
The nullick Read: Think Media and nullts onullnullnull not. nullt you are getting another chance.
Your Audience Wants Rich, Partici-
nullould you prefer to have videos of owners having
patory, User-Generated Content:
null nullnull you will be in the media business like fun at your properties syndicated across social sites nullarch Wants More Media:
everyone else. nulle web is your network and you are on the web for their friends to see null have com-
nulle good news is that people can
multi-channeled with photographynullvideonullwhitepa- ments about your marketing and sales methods on nullarch is devouring media and you need media to
nulld you easier. nulle bad news is that
persnulluninullue content and podcasts. All of this con-
nullpoffnulleport.com. rank. null’s why you have a reprieve. nullive years agonull
people can nulld you easier. nullen
tent searchable and nulldable. nullou’ll begin to involve only a few in the industry paid much attention to
they nulld younulltheir enullectations have
the market and gain share against those who don’t. Ask yourself which is sustainable and where you searchnullnatural or paid. nullis was a strategic error.
grown. nulley want medianullvideonull
nullou’ll create and nurture an audience to be relevantnull want to be. nullrrynull“think it over” isn’t good enough. nullmeshare companies neglected the fastest growing
podcastsnullwhitepapers and a way for
to be heardnullto capture customers. nullour business null’s “null” or “null”. nullake your pick. nullis means that marketing media to whoever would nulll it. nullarch for
them to participate and share. nulley
will be on nullacebooknullnullounullubenullnullwitter and more. you’ll begin to provide the vast marketplace with “timeshare” and you’ll get the idea. nullou can’t afford
want more than self-serving content
nullbile marketing is rising and you’ll adapt. more open information about younullyour pronullcts to make that mistake again as blended web media
that’s high on “nullis is null”. nullour visi-
and your owners. Do your best and let them be the becomes the de facto standard for creating credibil-
tors want to see and hear from your
nulle search engines are looking for your content. nulldge. itynulldeveloping an audience and winning a customer
customersnullowners and guests. nulley
nullou’ll develop and coordinate web media strategy base.
want reviews. nulley want nullickr photos
beyond nullnull mail and telemarketing to grow. nullnore null the Benullnninnull there nullere nullrnull and nullail
and nullounullube videos. nullce postednull
it at your peril. nullou’ll nullally be pushed to the brink nullcial Media Connects:
these will help you aggregate an audi-
to reinvent the resort ownership message and how nullre’s some background on how we got here and
ence and generate sales.
you deliver it. nullou may take the opportunity to re- why it matters. nulle nullst wave of internet market- nullou get a restart with nullcial nulldianullan open
invent the sales process like it should have beennullor ing began with the popularinulltion of easy produc- communications platform. nullher than your kidsnull
The Market Belienulles Consunullr
not. nullould you? nullybe. nullre’s why. tion tools. null was nulluickly followed by the adoption hardly anyone in the business noticed the arrival of
Conullents and nulldeo
of email as both a means of communication and nullnullace. nullrly nullacebook nullnullnullnullnullnullbelonged to
nullcial Media nullernullnnullas a nullnullnant marketing media. nulleople refer to as nulleb nullnull nullail college students familiar with nullnullacenullemail and
null you read the studiesnullthey do not
MarketinnullMedia: became an effective tool. null’s enhanced by personal chat. nullook at it today. nullis generation is moving soci-
believe your company generated con-
connections between the sender and recipient. ety with its use and intrinsic understanding of these
tent. nulley want “nulle are nullou”. nulley
null nownullyou realinull nullternullnullcial nulldianullstage right. nulle closer you are new media like the boomers knew nullnulland rock null
partially trust comments and reviews
that social media sites to the prospectnullthe more likely they will respond roll. nullt it is not connulled to them. nullarketer Daily
by previous customers. nullt they trust
have an innullence on and take action. nullrlynullyou put up a good brochure reports trends that the audience has crossed the
customer video the most. null take
younullyour prospects site to earn the trust of web visitors so they would average age of null-null. nullcial media participants are
command of your basic communica-
and buyers whether grant permission for you to email them. nullou emailed right in the middle of your resort product market.
tions with customers and guests and
you participate or not. them. null you did wellnullyou measured and lowered null are you using these platforms and lingo to com-
allow them to post and share com-
nullis is the third or some costsnullgained some customers. nullw they want municate more fully around your current null minute
mentsnullphotos and video. Give them
fourth wave of manullr greater connection. nullou might have even tested one-waynulltimed-releasenullnull step sale?
what they want. null you are goodnull
realignment that has some web real estate with display. null this describes
“nulley are nullou”.
your web presence nownullyou are in a nulleb nullnullrutnull nullsy, Anullailanulle nullnullelopnullnt Platnullornull:
about null-null years behind the world. nullme are not
nulltart GeneratinnullContent nullnull
even capturing visitor data. null’s time to wake up. nullou need good tools to make this work. nullordpress
has emerged as the content management platform
nulle’ve been working with companies
nullarch Wins nuller nullsplay: of choice. nullith itnullyou get nullnullble site management
since the late part of the nullnull’s to
that’s multi-medianullnullnulland socially friendly. null’s
post imagery of their resorts for the
nullen search took over in the early nullnull’snullinternet not nullst for blogging. nulls content is easily treated
world to see. nulless than half have a
display advertising was mostly used for “branding” as “keyword bait” by hungry search engines. nullou
good catalog of professional photo
not direct response. nullarchnullwhich is primarily direct can have a full featurednullprivately brandednullsocial
stock on hand and only a handful
responsenullgrew and now dominates. nullrly search media site around your companynullpronullctsnullpeoplenull
have any “owner”null“visitor” or “guest”
engines gave way to GooglenullnullahoonullAsk and nullnull owners and prospects. null can be syndicated through
stock. nulleople want to see and feel
as the business model for monetinullng trafnull nullacebooknullnullwitternullnullechnoratinullDigg and the other
your products before they buy. nullou
materialinulld. nullarch results had a nullnullsocial media networks. nullou have the ability to
need more. nullou need video and lots
close relationship to the host tenullnullcommentsnullchatnullphotosnullvideonullpodcastsnull
of it. null you don’t have itnullrun a promo-
user’s intent and whitepapers and more up and running in a matter
tion to get your owners to give you
of daysnullnot months or years at modest cost. null you
use rights for their digital assets. nullen
don’t do itnullyour competitors will nulld a way to get
with lower nulluality of users contentnull
between you and your prospects and owners with
your credibility and believability grows
their socially aware content while you’re sleeping.
with it’s use.
nullndicate and nullnulleranull:
Basic Reconullendations:
nullordpress lets you syndicate your
null’s time to move into nullcial nulldia.
content with plug-ins that make
nulltart with a nullacebook pagenullnullounullube
it easy. nullour content can be dis-
tributed across all the manullr social
networks as it is posted to your
Marc Saxe is the President of Resort Opportunities
™
, providers of Marketing
Media
site. nullou can have your content on
and Sales Services in the resort industry since1988nullResort Opportunities™
nullacebooknullnullnkednullnullnullwitternullDiggnull specialinulls in generating nullualinulld nullnivacation guests for tinullshare and fracnull
nullounullubenullnullechnorati and manynull tional resorts exclusively using the nullternetnullResort Opportunities
™
also provides
more instantly. nulleate your own Search Marketing Services in Snull and Snull for conullanies expanding their
nullcial nulldia site on nullng. nullere
internal nulleb nullrketingnullnullr details, contactnullMarc Saxe, Resort Opportunities
™
at, nullnullnullnullnull9null, nullaxenullesortopportunitiesnullonull
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