b'MARKETINGMARKETINGTRENDS AND TIPSWe Have Found Successfulin these Trying TimesBY MIKE FOGG & LIZ DIEDRICH // DIEDRICH RPMI f your marketing tactics are not working like they used to, its likely because consumer buying behaviors have changed. If your operation is thriving with your current practices, do not change a thing! If not, well, here are some things to try that we are finding successful for both seasonal and annual operators: (if you are even allowed to operate right nowwe understand that every market is different.)1. CREATE AND DEPLOY DIFFERENT CRUISE TYPES: 6. CONDUCT PRField trips! (Because parents are tired of homeschooling, this can also bePromote how and when you are operating and if you are in a large tourist an excellent option for schools.) If you can provide historical content as amarket, tell people they now have the advantage of not having to fight the learning experience on a cruise, create a formal announcement of this andusual tourist crowds. They can be one of the few tourists and feel like they promote it on your website, emails, blogs, and via your Facebook and socialhave their own wonderful community. Promote this via email, and Google media pages, (paid FB ads and retargeting as well) Google Display/AffinityAds and through your social media campaigns.ads (whereby you create a display ad tied to this concept that is served to people who have searched something similar). 7. PROMOTE LOCALLYPeople are still not traveling as much, so target the Create fun eventslike Blues and BBQ, SunsetIf your marketingyounger crowd in your community. They are more Cruises, etc. You know this alreadyjust keeplikely to convert, as younger demographics are more being creative. tactics are notwilling to be out and about at this time. working like they 2. TEST FACEBOOK RETARGETING ADS8. MOVE TO VIDEO AND DISPLAY ADS (ads that follow your users around) used to, its likely(IMAGES)60% of Facebook ad placement sales are attributedbecause consumerWe have seen up to a 20% drop in search ad engagements toretargetingeffortsifyouarenotdoing(text ads on search engines related to search queries) and retargetingget those going. People are bored.buying behaviorsup to a 20% increase in YouTube video ad engagements. They are on social media. Take advantage of this! have changed. If you have video, use it. Purchase pre-roll ads to run before a YouTube video plays for a user. For Google 3. PROMOTE DIFFERENT TYPESDisplay ads (image ads which are shown across over OF PRIVATE EVENTS 90% of the websites on the internet), these are up 13%, Ok, these are harder right now. Wedding leads are still coming in, but beso show off your most popular cruises, feature what you do best, and draw creative with private event offerings. Put together small gathering ideas attention to the opportunities your locals have to get out of the house safely. and leverage the advantages of a vessel formatbeing outside on a deck on one of your beautiful vessels. Family reunions and small gatherings are still9. BE AN EMPATHETIC AND CONTRIBUTING MEMBER OF working. Keep promoting these if your state allows small gatherings (butYOUR COMMUNITYallocate fewer dollars to these campaigns). Use email, Google Ads, AffinityOffer to help businesses during COVID. Heres a look at what weve done ads, retargeting, Facebook, and promote via social media. at DRPMa press release we sent out announcing our intent to help our neighboring businesses:4. PROMOTE HOW YOU ARE PROTECTING PEOPLE AND KEEPING THEM SAFE Wow, its been a weird few months, hasnt it? At DRPM, we believe the Do this on your website, in your ticket confirmation emails, and onboardevents of 2020 will be a turning point for a better world. Events large, small, your vessels. and every size in between have asked us all, as individuals, family members, co-workers, community members, and, literally, members of the human 5. ENCOURAGE NEWSLETTER OR EMAIL SIGNUPS race, to do better. We believe that includes looking out for each other. We We are seeing more people signing up for these than we have seen in thestaunchly believe in being helpful members of our community and hope past. Send heartfelt e-blasts on the status of your operation; promote thethat you will be too. We want to help local businesses re-start, get back on fact that your business needs support and how you are supporting jobs,their feet, and succeed in their missions. Our way to help is to provide our caterers if applicable, and future tourism via your wonderful attractions. expertise at no charge.MARKETING 20 FOGHORN'