How would you use social media to attract more visitors to Ft Wayne?

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Permalink Reply by Joe Dager on July 30, 2009 at 10:47pm

I utilize Social Media and may be one of the more active in Fort Wayne on that platform. I have seen numerous attempts by marketers to create a social media presence in Fort Wayne, including myself. It is slow in coming but there is not anything wrong or backward about it. We are a more conservative market than Indianapolis and will develop at our own pace.

To address your question though, are they trying to attract visitors from within the region or outside of the region? Inside the region you will not necessarily reach them through Social Media but they respond very well with digital channels within the groups they have selected to participate in, just not an open platform such as Smaller Indiana. For example, I manage several e-zines that get phenomenal open rates. But to convert them to an Rss and a blog is virtually impossible. There are several local Blogs that have been quite successful but to convert that group to a Ning platform is virtually impossible.

If the Convention Centers are trying to attract people from outside their region, they should be participating in sites and communities based on their target audience such as Smaller Indiana. That is the Associations fault.

I would love to hear others ideas. We are not Indianapolis and the population does not want to be. But digital channels are not free especially with the ROI you will get in the rural communities. It is not a difficult task to reach this group, it is just different. Segmenting your audience and marketing to them in the manner they would prefer to be marketed too. Digital media works but not as a lead generator at this point, I do not believe. On Smaller Indiana, you can get someone to know, Like and practically trust you. In the more rural areas of Indiana, they really want to know you first before participating.

So if your marketing budget is slashed, don't be stupid and jump to digital media in this market yet. Segment and target your audience and try to make them an irresistible offer will get more bang for your buck.

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Permalink Reply by Pat Coyle on July 30, 2009 at 11:44pm

Doug Karr has a great post on this subject here

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Permalink Reply by Joe Dager on July 30, 2009 at 11:55pm

Thanks Pat,

I think Social Media is a great tool for visitors outside the region, inside is where I question it being used. And I believe it can be used to attract Fort Wayne visitors to other regions in Indiana.

I read the post earlier today and liked it. In fact forwarded it to a friend in Oregon that is marketing a Seaside Community. Why can't I get a job like that?

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Permalink Reply by Kendal R. Miller on July 31, 2009 at 7:07pm

Err..I didn't really have a comment to the post right now, but as the PR person for Switzerland County Tourism would it be possible to double-check our link? Our website is www.vevayin.com. We have an AWESOME new website that just debuted in April. Many thanks and have a GREAT weekend!

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Permalink Reply by Erik Deckers on July 31, 2009 at 8:53pm

I would do the things I said in my blog post from July 17 on why travel destinations should use social media.

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Permalink Reply by Joe Dager on July 31, 2009 at 9:40pm

I agree that tourism should engage with their audience in social media. I think there are important reasons for doing so and you mentioned several in your post. But after reading you post it seemed like just another effort in outbound marketing.;)

If Tourism wants to be truly effective in Social Media they have to find out from their visitors where they can be reached and participate in their social media. If Fort Wayne wants to attracts the Pez Convention every year, they need to go hang out on their site, blog a little, maybe even buy a few and sell a few on E-bay.

Another example, is the Kruse Auto Auction in Auburn each Labor day. Our tourism site should be making efforts to participate with that well defined audience through social media. This may create greater interest and as a result increase the length of time in the community. I would imagine that other services could be created from an active inbound marketing program. But the key is engaging them and letting others in the community know where they have been found so they can start participating. A little pie in the sky but not to far out of reach.

However, I disagree with both Pat and you when you discuss Social Media marketing as an alternative when you are looking for inexpensive ways to market. I always looked at 3 ingredients that incorporate business success = Time x Skill X Money = Success. You can buy it, You are clever enough, or you spend a lot of time. Social Media does not necessarily cost a lot of money but you do need the other 2 factors to make it work. It is not free, in fact many times can be expensive.

P.S. Being a systems guy, I do believe in adding 1 more factor (Time X Skill x Money) x System = > Success

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