Wellness Tourism: What is it and is it for me?

As someone who enjoys a good workout class or a wellness walk on the beach, I never pictured myself as someone who would book a “wellness” getaway – until the industry caught up to our normal interests. In my mind, a wellness vacation sounded like a silent retreat in Costa Rica where you can only eat vegetables and fresh juices? And while that may have been the case 10 years ago, the market has rapidly expanded and is no longer a trend limited for yogis and fitness nuts.

Many lifestyle hotels and resorts, as well as leisure travel-centric destinations have taken to the “soft wellness,” avoiding alienating those that may feel intimidated or like they aren’t “fit enough” to go on a trip to better themselves. Many resorts across the world have increased accessible wellness experiences, like yoga, running maps for nearby trails, cooking classes, healthy menu choices and much more. For example, the Edgewater Beach Hotel in Naples, Florida introduced a Serenity Suite a few years ago, providing an opportunity to experience total wellbeing while away from home. Serene design features include custom lighting with all switches dimmer-equipped, in-suite aromatherapy and a PranaSleep mattress with luxury organic bedding. Amenities include a yoga mat, meditation CDs and DVDs, NutriBullet Pro blender and a Serenity Menu of services available in the Serenity Suite, including massage, meditation and personalized wellness coaching.

As consumer travel trends have shifted to an increased desire for experiences, it’s not surprising that has led to more wellness experiences as well. Instead of just sitting on a beach, people want to try beach yoga, learn to surf or take a guided walk along the shore.

Experts believe that the reason more travelers are incorporating wellness is because we live in increasingly stressful times, and people need more out of their vacations. It’s tough to argue with that. Technology has also helped make wellness more accessible. ClassPass recently made this announcement in its 2019 Fitness Trends, finding that 18 percent of business travelers booked workouts in a city other than where they lived – telling us that keeping a healthy lifestyle is important to all of us, not just those with time for a dedicated “wellness” vacation.

According to the Global Wellness Institute, the wellness travel market is now estimated at $639 billion, with a growth rate of 6.5 percent a year — more than twice the growth rate of tourism overall. Chairman and CEO of the Global Wellness Summit Susie Ellis identified the following trends in Wellness Travel for 2020.

The Circadian Traveler

Ellis notes, “we’re just beginning to understand sleep, and it’s going to remain a cultural obsession for the next year as we work out not just how to optimize our sleeping habits at home, but also while we travel. Jet lag hacks are going to be central to the conversation, with apps like Timeshifter giving travelers a personalized and actionable plan on how to optimize themselves through timezones.”

Slow Wellness Travel

More than half of the worlds’ population lives in cities, and that’s expected to rise to 68 percent by 2050 according to the United Nations. While “overtourism”seemed like the buzzword we couldn’t escape in 2019, Ellis predicts “slow wellness travel” could replace it for 2020 – combining the desire to travel sustainably and also disconnect and slow down from our 24/7 digital lives. Wellness travelers are looking for a way to limit their impact on the earth, either by traveling in a more eco-friendly way or by staying at home. Slow wellness travel rejects bucket lists and says yes to low-impact, off-the-beaten-track adventures like hiking or cycling holidays.

The Urban Wellness Resort

People are seeking short breaks or staycations in their hometowns and are looking for places to retreat while at home, and wellness membership club concepts are predicted to flourish in cities around the globe.

Switching on the “Belief Mechanism”

Spirituality is hardly new, but with a rising interest in ancient modalities like TCM, Ayurveda and meditation over the last year, a focus on spirituality and connection with the self is expected to come into its own in 2020. There’s predicted to be a surge of radical spiritual seekers and consciousness explorers looking to try everything from gong baths to neo-shamanism to immersive energy healing.

Forest Everything

Shinrin-Yoku, known to the West as “forest bathing,” has become a major trend this year both within the wellness and medical community. Not to be confused with a literal bath outdoors, forest bathing is centered around the concept of reconnecting with nature. It could be as simple as going to sit in a park and taking deep breaths in one’s hometown, or an organized experience at a luxury resort. At The Oberoi Sukhvilas Spa Resort in New Chandigarh, guests can step inside the Siswan Forest for a private forest bathing opportunity. During the experience guests are encouraged to remain silent and breathe deeply, allowing them to switch off from the world and to tune in to nature’s vibrations. The medicine of being in the forest is said to boost the immune system, reduce blood pressure and stress, lift the mood, increase energy levels, improve sleep and much more.

The Future is Female

Wellness has always been female-led, but it’s predicted we are going to begin to see a new kind of “fierce, feminist wellness travel,” says Ellis. Women-only resorts and programs will dominate and tough adventure retreats, as well as those that focus on women’s sexual wellness, are set to bring in a new front for women’s wellness.

The New Longevity Economy

“It used to be all about anti-aging, but the silvers market is being rebranded to make aging cool,” said Ellis. The look and language of the over 55’s wellness will be rewritten in luxury and wellness travel, as the older generation seek bolder adventures and transformative experiences to improve their wellbeing physically, emotionally and mentally. It’s said that 55 is the new 35 and as people live longer, it’s never too late for reinvention – as this evolving market proves.

The Wellness Sabbatical

A newly coined concept from the Global Wellness Summit, “The Wellness Sabbatical” trend will see work and wellness blended together. These wellness travelers are flipping the switch on the short breaks trend and going away for longer periods – usually for a minimum of three weeks. These travelers won’t be disconnecting, though: they’ll remain in touch with their offices and continue to work remotely while they engage with wellness programs or activities away from home.

 

from Lou Hammond Group https://louhammond.com/2020/01/24/wellness-tourism-what-is-it-and-is-it-for-me/
via https://louhammond.com

Roundup of LHG Client Winter Events

It’s the most wonderful time of the year here at LHG! With the holiday season quickly approaching, our incredible clients have many exciting events going on. From Santa polar plunging in Switzerland to a New Year’s Eve beach ball drop, we’ve rounded up some of our not-to-be-missed events this winter. Read on for all of the fun!

 

Meditation 101 Workshop: Garden of the Gods Resort and Club – every Wednesday

Each Wednesday, Strata Integrated Wellness Spa at Garden of the Gods Resort and Club honors the mind, body and spirit with mindful meditation workshops. Taught by experienced meditation instructor, Charlene Wang MS, RD, CHC, this introduction to meditation class teaches the basic elements of mindful meditation. Each class includes an education-based, guided meditation with clear instruction and a chance to discuss and ask questions. This workshop is suitable for beginners and those with meditation experience. For more information, visit www.strataiws.com/workshops.

 

The Champagne Vault by Moët & Chandon: The Lanesborough – November 13-December 20, 2019

The Champagne Vault provides up to 12 guests a spectacular setting for private dinners as the wine cellar at The Lanesborough is transformed. Be prepared for atmospheric festive lighting, seasonal foliage, pea lights, luxurious crystal and china table settings and bespoke menus accompanied by a Glass of Moët & Chandon Brut Imperial or frozéllini on arrival. For more information, visit www.oetkercollection.com.

 

Jeweled Christmas: Natchez, MS – November 23-December 29, 2019

Recognized as one of the “Top Ten Most Unusual Christmas Displays in the United States” by USA Today, the Jeweled Christmas at The Towers in Natchez is a welcome sign marking the holiday season has arrived. The entire space is decorated top to bottom with Christmas decorations, including thousands of pieces of beautiful, vintage costume jewelry. For more information, visit www.thetowersofnatchez.com.

 

Holidays in Healdsburg Tour: Sonoma County, CA – November 29-December 31, 2019

Experience the magic of Wine Country during the holidays on a guided walking tour of charming downtown Healdsburg. Offered exclusively for five weeks each year, this cherished seasonal tradition encourages guests to sip, savor, shop, and most importantly, create memories and traditions with friends and family members. Schedule options include a four-hour day tour which starts at 11 a.m. and an evening tour which begins at 5 p.m. with appetizer stops for wine and savory bites. For more information, visit www.winecountrywalkingtours.com.

 

Christmas Market in Parc des Bastions: Geneva, Switzerland – December 4-31, 2019

This traditional Christmas Market transforms 26,000 feet of one of the most beautiful parks in Geneva, Bastions Park, into an enchanting garden. In the middle of abundant lights and scenery, visitors can follow the path that leads them to the Christmas village. There, local producers, designers and craftsmen show off their knick-knacks, delicacies and other wonderful surprises. Visit Le Chalet for fondue to warm up after circling the ice rink. For more information, visit www.geneve.com/en-us.

 

67th Annual Downtown Holiday Parade: Santa Barbara, CA – December 6, 2019

The highly anticipated holiday parade lights up State Street and brings the spirit of the holidays to over 65,000 spectators. The parade will incorporate giant balloons, marching bands, community floats, performance groups and a highly anticipated appearance of Santa Claus. This year’s theme is “A Tropical Holiday” to celebrate the laid-back attitude of Santa Barbara. For more information, visit www.downtownsb.org.

 

Art of Wellness Friday: Garden of the Gods Resort and Club – December 6, 2019

Strata Integrated Wellness Spa at Garden of the Gods Resort and Club celebrates the impact creative expression has on one’s health and well-being during The Art of Wellness. The two-hour session is a creative experience in artistic painting by renowned artist Ron Apgar. Participants enjoy wine and appetizers and leave with a personalized canvas reflective of individual discovery. For more information, visit www.strataiws.com/programs.

 

20th Annual Holiday Boat Parade of Lights: Alexandria, VA – December 7, 2019

The annual Holiday Boat Parade of Lights is a favorite holiday celebration in Old Town Alexandria where guests can see festively decorated boats that light up the sky along the Potomac River. Judges award prizes in a dozen categories for impressive boat decorations and will give away 20th anniversary special surprises. For more information, visit www.visitalexandriava.com.

 

A Day of Mindfulness: Garden of the Gods Resort and Club – December 14, 2019

A Day of Mindfulness offers a full day of practicing mindfulness with the Strata Integrated Wellness Spa community hosted by Energetic Practitioner and Registered Dietitian, Charlene Wang MS, RD, CHC,. Meditators come together to practice sitting meditation, walking meditation, mindful eating, smiling and breathing together. The day is designed to unfold naturally so everything can flow relaxingly and intuitively. For more information, visit www.strataiws.com/programs.

 

81St Christmas Cup: Geneva, Switzerland – December 15, 2019

More than 2,200 courageous people will face the icy cold waters of Lake Geneva dressed as Santa or other festive characters for this favorite Geneva tradition! The Christmas Cup, the oldest and most popular race in the Township since 1934, is a must-attend event for skilled swimmers who jump in the water on a December polar morning. For those who don’t feel like taking the plunge – go visit the spectacle to cheer them on! For more information, visit www.myswitzerland.com.

 

Breakfast with Santa: Wild Dunes Resort – December 21, 2019

Held in Palmetto Hall, guests will have the opportunity to enjoy a delicious breakfast with Santa Claus. Kids can’t resist the combination of Rudolph’s pancake buffet with its loads of sweet-tooth toppings and hot chocolate. Once the whole family is rubbing their bellies, make sure to get a picture with Santa. For more information, visit www.wilddunes.com.

 

Journey of Renewal Workshop: Red Mountain Resort – December 21, 2019

Red Mountain Resort, a premier adventure and wellness destination nestled in the sweeping sandstone landscape of southern Utah, welcomes guests to celebrate Winter Solstice with a special guided meditation led by Carolyn Ford, PhD, an expert personal discovery practitioner. Guests will be led in a meditation focusing on renewal, reflection and regeneration as the day marks the beginning of the Sun’s rebirth. For more information, visit www.redmountainresort.com.

 

Grand Illumination: Boar’s Head Resort in Charlottesville, VA – December 21, 2019

This holiday season guests are invited to come to Boar’s Head Resort for a host of holiday-themed festivities for the family. Children and families are invited to have breakfast with Santa from 9 – 11:30 a.m. Families are welcome to head over The Pavilion for a morning of fun including horse-drawn carriage rides and picture opportunities. Chef Dale and his culinary team have put together an amazing breakfast display. To purchase tickets, and for more information on pricing, visit www.boarsheadresort.com.

 

Canyon Road Farolito Walk: Santa Fe, NM – December 24, 2019

Regarded as one of Santa Fe’s most beloved holiday traditions, the Canyon Road Farolito Walk takes place on Christmas Eve. Having been ventured by thousands, this famous path is accented by small, sand-filled paper bags illuminated with candles that line the streets and iconic adobe walls. As the night goes on carolers file into Canyon Road and joyfully sing for the crowds of people that annually come to this Santa Fe tradition. Visitors will immediately notice the festive lights, along with the hotels like the Four Seasons Resort Rancho Encantado and Santa Fe’s very own art galleries – all prepared for the holiday season. For more information, visit www.farolitowalk.com.

 

“Just Mercy”: Montgomery, AL – December 25, 2019 / January 10, 2020

The film “Just Mercy,” premiering in select theaters on Christmas Day and in theaters everywhere on January 10, 2020, is the motion picture adaption of world-renowned Civil Rights defense attorney and EJI Founder Bryan Stevenson’s book. The story recounts the case of a condemned death row prisoner, whom he fought to free. The movie, which filmed in Montgomery last year, features an all-star cast including Michael B. Jordan as Stevenson, along with Jamie Foxx and Brie Larson to name a few. For more information, www.justmercyfilm.com.

 

Christmas at L’Apogee Courchevel: Oetker Collection – December 25, 2019

Perched in the Jardin Alpin atop the chic skiing paradise of Courchevel 1850 in the French Alps, surrounded by twinkling stars and snow-blanketed peaks, L’Apogée Courchevel luxury chalet brings Christmas, New Year’s and Orthodox Christmas to life with vibrant, flavorful family-friendly celebrations, musical performances and a little help from one very special guest on Decemeber 25. Throughout the holiday season, Chef Jean-Luc Francois will offer delectable menus starring scallops, chestnuts and game, complemented by exquisite creations such as a gourmet meringue by pastry chef Eve Moncorger. On New Year’s Eve, the glittering festivities will include a dinner show, musicians and dancing along the theme of cabaret, disco and current hits. For more information, visit www.oetkercollection.com.

 

Christmas Getaway at Masterpiece Estates: Oetker Collection – December 25, 2019

The Masterpiece Estates by Oetker Collection is a program that allows guests private use of grand historical houses with locations in the U.K. and France. Families and large groups are accommodated with ease at the Estates, which are ideal for a Christmas getaway. For the duration of a stay, travelers are greeted and looked after by an impeccable team and talented host, delivering the same flawless service you’d expect from any Oetker Collection property. Hosts are equipped to handle every need and designed to be the guests’ personal guide, arranging and accompanying activities and ensuring a bespoke experience. The portfolio of luxurious estates currently holds nine properties but is eagerly growing with Glen Affric, Château d’Estoublon, Gordon Castle and more. For more information, visit www.oetkercollection.com.

 

Christmas & New Year’s Eve at Brenners Park-Hotel & Spa: Oetker Collection – December 25-31, 2019

Throughout the holiday season, Brenners Park-Hotel & Spa in Baden-Baden, an elegant and ideal place to celebrate togetherness and the joys of the season, welcomes guests to join in on the festivities. Gather in the Orangerie for a Christmas play, enjoy a Glühwein at Baden-Baden’s traditional Christmas market, or book a private visit with Picasso, the German Expressionists and other 20th-century treasures at the Museum Frieder Burda. Children can delight in cookie-baking sessions at the Brenners Park-Hotel & Spa Christmas bakery, while grownups will appreciate a chance to relish pure relaxation and wellbeing at the world-class Villa Stéphanie. On New Year’s Eve, guests are welcomed at Fritz & Felix for an opulent buffet followed by midnight fireworks and an afterparty in the fireplace hall. For more information, visit www.oetkercollection.com.

 

Junkanoo: Nassau Paradise Island, Bahamas – December 26-January 1, 2020

The streets of downtown Nassau come alive each holiday season with the drums, whistles and delightful dancing that begins the Junkanoo Festival. Opening the festival, the Junkanoo parade moves through the streets of downtown Nassau in the early hours of the morning. Spectators will experience a cultural extravaganza as the energy of the dancers and the beat of the music motivates the vast crowds. As soon as the music starts, all can be seen moving in their seats, on their feet, in the trees or on balconies, wherever they have found a spot to watch this soul-stirring festival. At the end of the famous Junkanoo procession, judges award cash prizes for the best music, best costume and best overall group presentation. For more information, visit www.bahamas.com/junkanoo.

 

Artists of Saint Barth Art Party: Saint Barth – December 26, 2019 and March 6, 2020

The Artists of Saint Barth association hosts one-night pop-up art parties throughout the year to highlight 10-15 local artists. The association is made up of 55 painters, photographers, sculptors and designers and parties are hosted in stunning venues such as the Christopher Hotel and the Manapany Hotel. Artists such as photographer Michael Gramm, sculptor Jean Martin and painters Chloe Chemama and Robert Danet are among those who have been featured in the past. For more information, visit www.artistsofstbarth.org.

 

New Year’s Eve Beach Ball Drop: Panama City Beach, FL – December 31, 2019

Tens of thousands of visitors are estimated to head to Panama City Beach for the New Year’s Eve Beach Ball Drop, which features not one but two countdowns, fireworks and 10,000 inflatable beach balls released from nets stretched over the streets of Pier Park. An 8 p.m. Beach Ball Drop gives kids the chance to experience the fun before they head to bed and let their parents continue the celebration with more live music and entertainment building up to midnight. Guests will ring in the New Year with a final countdown, fireworks and the lowering of a giant LED-lit beach ball on Panama City Beach’s Celebration Tower in the center of Pier Park. Standing over 80 feet tall, this tower is ten feet taller than the ball drop in Times Square in Manhattan. For more information, visit www.visitpanamacitybeach.com.

 

New Year’s Eve Celebration: Wild Dunes Resort – December 31, 2019

Guests are invited to celebrate with loved ones, remember the year’s milestones and ring in the New Year at Wild Dunes Resort’s Sweetgrass Pavilion. Adults can expect a lively DJ, light hors d’oeuvres and desserts as well as an open bar and midnight toast. Sparkling cider and a children’s-only room will be available for little ones, and party favors will be plentiful. For more information, visit www.wilddunes.com.

 

New Year’s Eve House Party: The Lanesborough – December 31, 2019

Following the huge success of 2018, for the second year running, The Lanesborough will be closing its doors for a New Year’s House Party like no other. This ticket-only event ($315 per person) is one of the most highly anticipated NYE parties in Central London, as the hotel is transformed into the most luxurious and beautiful house party in collaboration with Moët & Chandon. Taking over the entire ground and lower ground floors of the hotel, guests can expect a variety of live music and DJs across every public room of the hotel, with a unique nightclub styled setting. For ticket inquiries, email reservations@lanesborough.com.

 

New Year’s Eve: Cliff House Maine – December 31, 2019

Celebrate the last weekend of 2019 and spend New Year’s Eve with Cliff House. The signature restaurant, The Tiller, will offer two seatings and will feature a locally sourced Prix Fixe Celebration menu including champagne. For a more casual celebration, Nubb’s Lobster Shack will be open from 12 noon-1 a.m. serving all favorite Maine classics. There will be complimentary entertainment from 8 p.m.- 12 midnight in the resort’s Ocean View Terrace featuring local musician Ross McGinnis from 8 p.m.- 12 midnight, a Children’s Movie Marathon from 5p.m.- 10p.m. and a firework finale at midnight to ring in the New Year! For more information, visit www.cliffhousemaine.com.

 

New Year’s Eve Upstairs at The Kimberly – December 31, 2019

Those looking for a chic way to ring in the new decade – look no further! Upstairs at The Kimberly Hotel in New York City is one of the few rooftop bars in Manhattan that stays open year-round, with its retractable ceiling and heated floors. Guests will marvel at the city lights as the clock counts down to midnight. Conveniently located in the heart of midtown east, The Kimberly is within walking distance of holiday favorites such as Radio City Music Hall, Rockefeller Center and Times Square.  Guests are welcome to spend the day taking in the NYC festivities and join in on the New Year’s celebrations at night. For more information, visit www.kimberlyhotel.com.

 

Saint Barth’s New Year’s Celebration: Saint Barth – December 31, 2019-January 1, 2020

The ultimate St. Bart’s experience is over New Year’s, when super yachts line Gustavia’s inner harbor pier or anchor in the outer harbor (because they’re literally too big) and the rich and famous fill the island’s gourmet restaurants to toast the Old Year’s Night and New Year’s Day. There is no higher concentration of fame, wealth and glamour than St. Bart’s on New Year’s Eve. For more information, visit www.saintbarth-tourisme.com.

 

Glass Light Hotel Grand Opening: Norfolk, VA – January 2020

Norfolk’s newest hotel opening in 2020 is the Glass Light Hotel – an intellectually curious boutique hotel and glass art gallery in the heart of Downtown Norfolk’s Local Historic District. This building is reimagined from its 1912 heritage, boasting 113 masterfully detailed guest rooms and suites and a ground floor restaurant and bar providing locally sourced, seasonal cuisine and sophisticated small plates to share. Guests staying here will reside amongst Norfolk’s most luxurious accommodations, with easy access to all the city has to offer just outside the front door. For more information, visit www.marriott.com.

 

Ice Castles: New Hampshire – January 2020

Ice Castles is an award-winning frozen attraction located in the White Mountains Region of New Hampshire. The experience is built using hundreds of thousands of icicles hand-placed by professional ice artists. The castles include breathtaking LED-lit sculptures, frozen thrones, ice-carved tunnels, slides, fountains and much more. For more information, please visit www.icecastles.com.

 

Winter Fest: Concord, NH – January 2020

Concord’s Winter Fest gives recognition to New Hampshire’s epic winters by inviting guests to come out and celebrate during four-days of winter-themed fun and festivities.  Residents and visitors of the area can enjoy things like themed ice bars, ice carving demonstrations, cornhole tournaments and family movie nights. For more information, visit www.intownconcord.org.

 

Winter Wine Festival: New Castle, NH – January 2020

Presented in the luxury and comfort of the historic Wentworth by the Sea Hotel, the Winter Wine Festival will celebrate its 16th year, bringing together the superb cuisine of the Wentworth’s culinary team with winery representatives. Premium wines from around the globe amid the polished hospitality of service staff in this grand setting on a little island, off the coast of New Hampshire. For more information, visit www.winterwinefestival.com.

 

Escape the Winter with American Queen Steamboat Company – January-March 2020

American Queen Steamboat Company invites guests to enjoy the magic of a winter getaway on board its boutique-style paddlewheeler the American Duchess. Beginning in 2020, American Duchess guests will be delighted with additional regal inclusions that are now offered on every voyage. Fares will include an unlimited beverage package and prepaid gratuities, in addition to the inclusions that guests have always enjoyed. To learn more about 2020 voyages onboard the American Duchess, visit www.americanqueensteamboatcompany.com.

 

Wild Dunes Pro-Am: Wild Dunes Resort – January 8, 2020

PGA Professionals from North and South Carolina, along with three amateurs will tee it up at the Annual Wild Dunes Pro-Am January 7-8, 2020. The 36-hole stroke play event sponsored by Wild Dunes Resort and Club Car will be held at both of the Tom Fazio designed Links and Harbor Golf Courses. Prizes are awarded to the top net teams, while professionals also compete for a separate purse. For more information, visit www.wilddunes.com.

 

Charleston Restaurant Week: Charleston, SC – January 9-19, 2020

Explore Charleston will be hosting its January 2020 installment of Charleston Restaurant Week, occurring Thursday, January 9 through Sunday, January 19. Diners shouldn’t miss the chance to sip, savor and save with 11 days of delicious deals available at over 100 of the Charleston area’s most renowned restaurants. Join the conversation using #CHSRestaurantWeek, and for more information, visit www.charlestonrestaurantweek.com.

 

Providence Restaurant Week: Providence, RI – January 12-25, 2020

Providence is one of the nation’s hottest culinary destinations. Diners will discover what the fuss is all about during Providence Restaurant Week. Nearly 100 restaurants will offer mouthwatering menus with special three-course lunches for $16.95 and three-course dinners for $29.95, $34.95 or $49.95, as well as two-for-one specials. For more information visit www.goprovidence.com/rw.

 

Central to Their Lives: Southern Women Artists in the Johnson Collection: The Gibbes Museum of Art- January 17-May 3, 2020

The Central to Their Lives exhibition brings together for the first time the paintings and sculptures of forty-two diverse women artists who made significant contributions to the art of the south. This exhibition, hosted by the Gibbes Museum of Art examines the challenges female artists faced during a period in which women’s social, cultural and political roles were being redefined and reinterpreted. For more information, visit www.gibbesmuseum.org.

 

ShiverFest: Lackawanna County, PA – January 19, 2020

This extreme kayak/canoe race is only for the toughest of the tough. Participants can sign up to paddle the river or join the revelers on the banks of the Lackawanna River. A day of exercise and fun, ShiverFest draws the community outdoors during the cold winter to celebrate the valley and the river that runs through it. For more information, visit www.lrca.org.

 

A Conversation with Mary Alice Monroe: Wild Dunes Resort – January 19, 2020

Wild Dunes Resort is excited to present A Conversation with Mary Alice Monroe. The newest installation of its author series will feature a lively conversation about books, life and women of power between the New York Times bestseller, as well as authors Elizabeth Berg (Night of Miracles, Open House), Kate Quinn (The Alice Network, The Huntress) and Signe Pike (The Lost Queen, Faery Tale). Guests will enjoy a complementary signature cocktail along with refreshments. For more information, visit www.wilddunes.com.

 

133rd Ski Jumping Tournament: Marquette, MI – January 21, 2020

Ski jumpers from all over the world will gather to jump the famous Suicide Hill at an international competition in Ishpeming. This is a 133-year-old tradition that is the oldest annual, international sports competition in the United States. The creator of this club and this competition, Carl Tollefson went on to found the U.S. ski team. It is a deep and integral part of local history and it is the reason the U.S. Ski Hall of Fame is located in Ishpeming. For more information, visit www.travelmarquette.com.

 

Noquemanon Ski Marathon: Marquette, MI – January 24-26, 2020

The “Noque” is one of the premier point-to-point cross country ski epics in the U.S. It will bring over 1,200 skiers to town to race in various snowy races through the rugged hills and forests. Competitors will race anywhere from the 50K marathon, snowshoe 15 miles, snow biking, animoosh skijor 10K with dogs (called the Wild Side of the Noque), junior noque for kids and more. For more information, visit www.travelmarquette.com.

 

Fire & Ice Festival: Mount Holly, NJ – January 25, 2020

During this epic festival, over a dozen professional ice carvers, professional chili chefs and a wide variety of interesting entertainment is available for all ages to enjoy. Throughout town, ice carvers will transform 300-pound blocks of ice into beautiful crystalline works of art. For more information, visit www.fireandicefestival.com.

 

Under the Dark Sky at Drayton Hall: Charleston, SC – January 25, 2020

Drayton Hall presents an evening of stargazing at this legendary Southern estate in the Ashley River Historic District of Charleston on January 25 from 5-7:30 p.m. Hot Toddies will be served, and guests will be invited to gaze through telescopes set up on the clear, wide open unlit Drayton Hall landscape. Space is limited, reservations are required, $30 for non-members/ $20 for members. For more information, visit www.draytonhall.org.

 

Lowcountry Oyster Festival: Charleston, SC – January 26, 2020

Featuring over 60,000 pounds of oysters, the world’s largest oyster festival is returning for its 37th year, with the legendary “Oyster Shucking” and “Oyster Eating” contests, live music, wine and local beer, Pluff-a-Pallooza Children’s Area, a variety of food options and products available for purchase from Red Clay Hot Sauce. This year, local chefs will partner with local oyster farms to present their favorite version of the beloved oyster. General admission is $17.50 in advance online and $25 the day of the event. VIP tickets are $130 through Dec. 31 and $160 starting Jan. 1. For more information, visit www.lowcountryoysterfestival.com.

 

Eagle Watch Weekends: Kenlake State Resort Park, KY – January 31-February 2, 2020

Guided tours aboard the CQ Princess, a 96-foot yacht with heated cabin, led by Kentucky State Parks in partnership with the Kentucky Department of Fish and Wildlife Resources reveal stunning sightings of the magnificent Bald Eagle soaring over Kenlake. Alternatively, explorers can opt for a guided van tour  and keep their eyes peeled for gentle giants like elk, deer, bison and others. Friday and Saturday night reservations include educational sessions with local wildlife experts. For more information, visit  www.kentuckytourism.com/kenlakes-eagles-weekend-2020.

 

Grand Opening of the Roots 101 African American Museum: Louisville, KY – February 2020

This new museum will tell the story of the African American journey from Africa and all the ports in between. Showcasing a range of exhibits such as great Kentucky educators, musical legends, famous black figures and legendary athletes, a ‘My Life Matters’ interactive video booth and more, this museum will take visitors on an educational and emotional journey. For more information, visit www.roots-101.org.

 

Special Women’s Suffrage Exhibit at the Frazier History Museum: Louisville, KY – February 1, 2020

The 100th anniversary of Women’s Suffrage will be honored at the Frazier History Museum in Louisville. The exhibition will open February 1, 2020 and will explore the state’s journey to the vote including its stars, its villains, its triumphs and its defeats. For more information, visit www.fraziermuseum.org/womenvoteevents/2020.

 

Keene Ice & Snow Festival: Keene, NH – February 2, 2020

This annual festival in downtown Keene has something fun for the whole family. Wonderous carved ice blocks come to life and children will adore crafts at Snowman Central, musical entertainment and train rides. There’s even a special change to meet a snowman, an ice princess, a polar bear and Olaf characters! For more information, visit www.monadnocktravel.com.

 

Inaugural Civil Rights Conference: Montgomery, AL – February 4-11, 2020

Road Scholar has announced its inaugural Civil Rights Conference will take place in Montgomery February 4-11, 2020 during Black History Month. The seven-night conference will feature dynamic speakers including EJI Founder Bryan Stevenson; Carolyn McKinstry, survivor of the 16th Street Baptist Church bombing; and Sheyann Webb-Christburg, known as Dr. Martin Luther King, Jr.’s “Smallest Freedom Fighter” who marched across the Edmund Pettus Bridge on Bloody Sunday at the age of nine. In addition to listening to groundbreaking talks, participants will visit monuments, museums and historical sites throughout the capital city. For more information, visit www.roadscholar.org.

 

Dartmouth’s Winter Carnival: Dartmouth, NH – February 6-9, 2020

Celebrating its 110th year, the annual Dartmouth Winter Carnival is organized each year by students as an ode to the winter season. Annual highlights include a polar bear swim & human dogsled races, ice sculptures and more. For more information, please visit www.students.dartmouth.edu.

 

Everglades Seafood Festival: Florida’s Paradise Coast – February 7-9, 2020

Visitors from all over descend upon Everglades City for a weekend packed with fresh seafood, drinks and wholesome fun in the sun. Organized by the Betterment Association of the Everglades Area, guests can have their pick among several seafood delicacies including delicious stone crab. Adults can enjoy a variety of live music and kids have their choice between classic carnival rides and games. For more information, visit www.paradisecoast.com.

 

Lackawanna State Park Winterfest: Lackawanna County, PA – February 9, 2020

Bring the family to Lackawanna State Park’s annual Winterfest. Gather your hiking boots, tip-ups, skates, sleds and cross-country skis to embrace all that winter has to offer. Special programs like ice rescue, dog sled demos and a winter bird walk will be scheduled during the day. For more information, visit www.events.dcnr.pa.gov.

 

UP200: Marquette, MI – February 13-17, 2020

The UP200 is one of America’s premier 12-dog, mid-distance sled dog races and draws mushers from around the US and Canada. The current race covers approximately 230 miles from Marquette to Grand Marais, with a return to Marquette along the same trail. Mushers say this is one of their favorite races, not only because of the challenging course but because of the beautiful trail, the cheering crowds and warm welcome they receive at every checkpoint along the trail throughout the Upper Peninsula. For more information, visit www.travelmarquette.com.

 

St. Andrews Mardi Gras: Panama City, FL – February 14-15, 2020

Keep the celebration going at Panama City’s St. Andrews Mardi Gras. Celebrating their 22nd Anniversary in 2019, St. Andrews Mardi Gras is the most popular and largest Mardi Gras celebration in Bay County. Featuring over 14 krewes and over 30 brightly colored floats, festive music is played along the route and tens of thousands of beads and doubloons will be tossed to the crowd of over 50,000 people! The two-day parade and festival in historic St. Andrews is filled with food, fun and music. For more information, visit www.standrewsmardigras.com.

 

Polar Roll: Marquette, MI – February 14-16, 2020

Polar Roll is the largest fat-bike event in Michigan and a proud member of the Great Lakes Fat Bike Series. Fat-bikers can choose from the 30-mile event aptly named “Danny’s Hills” or the shorter 15-mile event dubbed “Half the Hills.” Snowshoers are welcome to give the course a shot with the new Angry Bear 10K Snowshoe Run. For more information, visit www.travelmarquette.com.

 

Clarks Summit Festival of Ice: Lackawanna County, PA – February 15-17, 2020

The Clarks Summit Festival of Ice will celebrate their 15th anniversary in 2020. Watch live ice carving demos or check out the more than 50 finished sculptures lining the streets of downtown Clarks Summit. This year’s theme is Ice Wars. The festival will also feature a parade and after party on Friday evening, live music, an Ice Wars themed Comicon on Saturday and Sunday with special guests, horse and carriage rides and much more. Admission and parking are free. For more information, visit www.theabingtons.org.

 

Torchlight Parade at Montage Mountain Resorts: Lackawanna County, PA – February 16, 2020

Join Montage Mountain for a whole afternoon of fun before the sun sets and the annual Torchlight parade made up of 100 skiers carrying illuminated torches begins down Main Line trail. The evening wraps up with an amazing pyro-musical firework display right outside the lodge! This event is free. For more information, visit www.montagemountainresorts.com.

 

PCB Mardi Gras and Music Festival: Panama City Beach, FL – February 21-22, 2020

The excitement of the authentic Mardi Gras celebration is combined with the spectacular views of Panama City Beach’s emerald green water and sugar white sand for the destination’s Mardi Gras and Music Festival. In conjunction with the Krewe of Domonique Youx’s great Mardi Gras at the Beach Parade, the annual festival takes place the weekend before Fat Tuesday and features entertainment for the entire family. For more information, visit www.visitpanamacitybeach.com.

 

Emerald Coast Cruizin’ Car Show: Panama City Beach, FL – March 4-7, 2020

The bi-annual car show at Aaron Bessant Park is perfect for families and features thousands of hot rods, muscle cars, trucks, customs and classic cars. Events include a swap meet, parade, cruiz-ins, block party, live music all weekend and more. For more information, visit www.visitpanamacitybeach.com.

 

St. Patrick’s Day Parade: New Haven, CT – March 15, 2020

The parade is a celebration that traces its roots back to the 19th century and is one of the longest running parades in the nation. It’s also the largest single-day spectator event in the entire state of Connecticut. This fun and family-friendly event is the perfect way to celebrate Irish roots and to see the wonderful city in high spirits. For more information visit www.stpatricksdayparade.org.

 

from Lou Hammond Group https://louhammond.com/2019/11/27/roundup-of-lhg-client-winter-events/
via https://louhammond.com

The Perfect Pitch: 6 Tips to Get a “Hit”

After a historic and nail-biting World Series victory by the Washington Nationals, I can’t help but think that public relations is a lot like baseball. In baseball, a player wants to strike out their opponent with the perfect pitch, ultimately winning them the game.

PR pros are also all-star “pitchers,” focused on getting media placements even when faced with heavy competition. If your pitches aren’t quite right, you must recalibrate and reposition yourself for success. Your pitches will stand out if you keep your eye on the ball, practice a lot and analyze to get ahead of your competition.

Follow these tips that to learn how to make your pitch a winning one:

Be concise and engaging

PR pros need to establish a “game plan” to answer The Five W’s (Who, What, When, Where and Why) without over-fluffing. Use an engaging headline to capture the writer’s attention and include links when necessary to offer additional information about your topic.

Highlight the value

PR pros need to “dig deep into the pitcher’s mound” to understand why their audience would be interested in a pitched story. Pursue all possible angles and think on a larger scale about why this topic is newsworthy. You can also include a call-to-action and offer an interview or exclusive, so the writer knows how to proceed if they are interested.

Do your homework

Just like baseball, a PR pro must know who they are up against before making the first pitch. Show that you are familiar with the writer’s work by researching what topics they currently cover. This allows you to analyze whether your pitch would be relevant or of interest to the writer and their audience.

Make it personal

Now that you have committed time to research, let the writer know why you are reaching out to them specifically. This is a great time to reference what they have published or previous projects that you worked on together. Social media also provides an easy way to lay the groundwork and stay on their radar. If you engage with a writer online or in person, it increases the chance of your name being recognized when your pitch comes through their crowded inbox.

Make your pitches timely

Avoid getting “fouled out” and tossed from the inbox to the trash bin by answering the question, ‘why now?’ Timeliness is one of our most important tools. Take advantage of awareness months, holidays and seasonal offerings for a timely hook. You can get ahead of the “ball” by piggybacking on current news or stories to promote your topic. However, you need to act fast because PR pros have a small window of time before pitches become dated.

Utilize your resources

Monitor media opportunities daily using tools designed for PR pros and journalists such as HARO, Cision and ProfNet. Another useful tool can be magazines’ editorial calendars, which map out their coverage for the year. PR pros can use these calendars as a resource to plan their yearly PR strategy and pitch relevant stories to these outlets ahead of time. 

With these helpful tips, you’ll surely stand out among the rest. Now, let’s get pitching!

from Lou Hammond Group https://louhammond.com/2019/11/12/the-perfect-pitch-6-tips-to-get-a-hit/
via https://louhammond.com

2020 Marketing Trends

The new year is fast approaching and, with the hustle and bustle of the marketing industry, trends are already starting to emerge. With new technology comes new tactics so, we’re giving you a few ideas on how to ramp up your marketing skills and stay ahead of the competition in 2020:

 

 

Livestream Video

Studies show that 80% of consumers prefer watching a live video from a brand as opposed to reading a blog, and around 67% of those consumers are more likely to invest in a future event after watching a livestream of a similar event. These numbers are expected to rise in 2020, meaning now more than ever is the time to utilize this marketing tool. The chances are your brand is already active on some of the most popular livestreaming platforms – Facebook, YouTube, Instagram, Twitter and Periscope – so integrating this tactic into your marketing strategy should be a simple feat. Another advantage of livestreaming is that brands also have the opportunity to directly interact with their customers and receive feedback on their content in real time. Even better, livestreams can be saved and repurposed for future content needs.

 

Optimize Smart Speakers

As of January 2019, there have been more than 118 million smart speaker devices sold in the United States alone, yet it seems this fountain of opportunities for marketing have gone relatively untapped. To get ahead of this trend, companies may consider positioning a product or service in terms of a “branded skill” – A customer-centric way to directly promote to consumers. Major brands are already taking advantage of this tactic, such as:

• UBER: Set up Uber’s branded skill through your smart device – All consumers need to do is say, “Alexa, call me an Uber”. The device will recognize this action and team up with the app to get a ride on its way.
• PATRÓN: Consumers no longer need to spend their time searching for the perfect cocktail to pair with dinner – Patrón’s branded skill allows smart speakers to effortlessly provide recipes, bartending tips and fun facts about the liquor to consumers.
• TIDE: If consumers have a stain on their carpet, Tide is always there to help. The company’s branded skill allows consumers to ask their smart speaker for helpful tips and tricks to get those pesky stains out, with all recommendations reflecting the use of Tide products.

 

 

Personalize

With the rise of technology, consumers are looking to have a personalized shopping experience. In order to have that experience, access to a fair bit of consumer information is necessary. While websites can track browsing and buying behaviors, more brands are urging users to create accounts with their company. Doing so stores the consumer’s personal information to the brand’s system, and the company can then serve that consumer products based on their preferences via on-screen or email promotions. According to Shopify, 75% of consumers actually prefer retailers to use their personal data as a means to improving their shopping experience, and this trend is expected to carry through to 2020.

 

Zero Moment of Truth

The Zero Moment of Truth (ZMOT) is the moment in the buying decision when the consumer makes the decision to research a product prior to purchasing it. This habit is ever-present, and the amount of data, reviews and product information readily available on the internet has made it a breeding ground for information overload. By understanding your consumer’s process for gathering information, marketers can tailor their overall shopping experience to ensure consumers aren’t lost in the sales funnel. Product-based conversations, whether on your website, blog pages, etc., are more vital now than ever before. Our advice? Start with your brand’s social media – Monitor your mentions and industry trends, and develop your overall marketing strategy based on your target market’s needs.

 

Micro-Influencers

Influencer marketing has been on the rise in 2019 and we’re anticipating this strategy to grow in 2020. Influencers partner with brands to promote or review products, services and destinations for their audience in an effort to expand on existing marketing efforts. More specifically, micro-influencers work on a smaller scale, having a following of 1,000-100,000 users. These influencers have developed a tight-knit, trusting and responsive audience based on a niche interest. For brands looking to tap into the influencer marketplace without the fees of a celebrity presence, a micro-influencer allows brands to communicate to their target audience in exchange for a sample of your brand’s product or service.

 

 

Understanding SEO

While SEO is not a new topic in the marketing world, the evolution of technology has led to a misconception of how SEO is actually effecting your business. We’re debunking the most common SEO myths so you can start your 2020 strategy off right:

• Web security isn’t important to SEO rankings. This is a big misconception has data breaches are constantly on the rise. Consumers need to feel safe when they visit your site and interact with your brand, and having Secure Sockets Layer (SSL) enabled – meaning that the site is secured and consumer data is being stored safely – can mean the difference between a high search ranking and a low one. Earlier this year, Google publicly announced that two websites that would be otherwise equal in search results will rank differently if one is SSL-enabled, with the more secure brand rising above. 
• More links are better than more content. While the thought is often that more links will help a company work to the top of the search ranks, quality control software analyzes the purpose of each link. This means that quality is more important than quantity in terms of SEO.
• Good user experiences not required. When the quality of a website is being considered for SEO ranking, user experience is incredible important. Google has stated that their platform is increasingly focused on providing results with quality content, including the usability of a company’s website. To enhance your company’s chances of reaching the top, make your site mobile-friendly, and enhance the page load time and bounce rate.

 

With the new year (and a new decade) on the horizon, it’s important to stay #InTheLoup on marketing trends. Whether you’re reading up on industry news, magazines or staying tuned to the LHG blog for important information, getting a jump start on industry happenings can help gain the interest of consumers and set you apart from your competitors as we break into 2020.

 

from Lou Hammond Group https://louhammond.com/2019/10/30/2020-marketing-trends/
via https://louhammond.com

Marketing Terms You Should Know

As industries change with the introduction of new technologies and the inescapable impact of social media and influencers, the marketing industry is focusing more than ever on data driven results and digital marketing. While this does not mean that marketing execs are steering clear of the “Four P’s” or the four pillars of traditional marketing, it does indicate that the landscape is shifting. Today, to have a successful campaign that resonates with your target audience, you need to be aware of where people are scrolling.

To help delve into the modern marketing world, we’ve defined and unpacked seven essential marketing terms to know.

 

 

1. Digital Marketing

To start, it’s important to understand what digital marketing is and how it compares to traditional marketing. Digital marketing is simply the promotion of products and services online and through other digital channels including websites, search engines, email, social media, etc. The biggest difference between the two is that digital marketing allows for direct interaction with the customer, which then generates higher engagement levels. So digital marketing is measurable, though this does not discount the influence that traditional marketing may have on a customer. Therefore, even with a big shift towards digital marketing, traditional strategies are not lost.

 

2. Four P’s: Product, Price, Place and Promotion

As previously mentioned, traditional marketing has evolved, but the pillars of the industry remain and the techniques that we use today still rely on the “four P’s” of marketing: product, price, place and promotion.

• Product –A product or brand can offer a tangible good or service that fulfills a need or want of a customer. It’s important that brands have a clear vision of the product in order to successfully market it to its target audience.
• Price –Once the product is established and there is a real understanding of what the product offers, we can start pricing the product or service. Price impacts profits, supply and demand and the overall marketing strategy. While the product has a certain target audience, the price then narrows or broadens this audience.
• Promotion – Promotion involves all the different ways we can present relevant information about the product or service to the customer. This information can be presented through different channels like advertising, public relations, digital marketing, email marketing, search engine marketing and more. It’s important that each effort is supported by a well-positioned brand to ultimately maximize ROI or return on investment.
• Place –Place is essential to promote a product. It’s critical that the product is promoted at the right time and place in order to convert potential customers into actual customers. Today, we encounter dozens of marketing strategies before we even step foot into work whether you walk, drive, or take the train or subway. Potential for getting hooked on a product or service can occur while scrolling on your phone or seeing physical ad space – but the important thing to know for marketers is where their potential customer is looking.

 

 

3. MMM: Media Mix Modeling

Media Mix Modeling piggybacks off the place portion of the Four P’s as it concerns having the right balance of marketing strategies over different media i.e. magazines, newspapers, social media and more. Having the right media mix creates a higher probability that a potential customer may be influenced to purchase, which then drives engagements and sales.

Essentially, MMM is an analysis technique that allows marketers to measure the impact of their marketing and advertising campaigns to determine how various efforts contribute to their overall sales goal.

 

4. Omnichannel Marketing

Omnichannel strategies refers to a multichannel sales approach that provides customers with a seamless and integrated shopping experience. Whether the customer is shopping on a desktop, mobile phone or from a brick-and-mortar store, the experience should be seamless because the messaging throughout is seamless.

While this sounds relatively similar to Media Mix Modeling, Omnichannel Marketing puts the customer at the center whereas MMM focuses on the channels in which the customer is reached. The goal is to ultimately build stronger relationships between the customer and the brand, which in turn increases customer retention and revenue.

 

 

5. ROI: Return on Investments

ROI is probably the most important term to understand in marketing. All marketing efforts are reduced to return on investments. It is the practice of attributing profit and revenue growth to the impact of marketing initiatives. Or more simply put – what was invested in marketing strategies and how much money did a brand generate or lose. By calculating marketing ROI, brands can measure the degree to which their marketing efforts contributed to sales and revenue growth. ROI also helps budget allocation for ongoing and future initiatives.

 

6. SEO: Search Engine Optimization

Search Engine Optimization is the practice of increasing the quantity and quality of traffic to a website through organic search engine results. Or in other terms, SEO is anything done to improve the ranking of a website on search engine result pages or SERPs. The goal is to increase visibility or traffic by ranking high for terms or phrases on search engines. SEO is determined by many, many factors, but one of the biggest deciding factors is keyword research and making sure your website comes up when relevant terms to a brand are searched.

 

 

7. Influencer Marketing

Influencer marketing is a type of social media marketing that uses product mentions and endorsements from influencers to engage a dedicated following. This is particularly useful because successful influencers grow their followings from being authentic, which in turn creates trust and an organic platform for brands to target niche markets. Additionally, influencer marketing provides marketers with data driven analytics. Influencers can provide insights on how many followers ‘swiped up’ or took a screen shot of a story with a product mention. Because of this influencer marketing has skyrocketed over the past couple of years – especially with the introduction of shoppable Instagram, social media platforms are becoming the go-to place to shop and to get ideas about where to shop.

 

So, these are seven marketing terms you should know! Although just a snapshot of the industry, it definitely is a starting place. To continue discovering the blog, take a look at this post to learn a couple buzzwords in the PR industry.

from Lou Hammond Group https://louhammond.com/2019/10/23/marketing-terms-you-should-know/
via https://louhammond.com

Creating Lifelong Brand Ambassadors in the Travel Market

Whether searching for a solo getaway or family reunion destination, consumers are driving the bus to make travel decisions. A recent survey found that only 28 percent of consumers turn to magazines and newspapers to discover new brands while 53 percent rely on friends and family and 42 percent Google.

While these statistics may seem grim for PR professionals, it’s actually great news.

As an agency representing 20-plus destinations spanning cities, states, counties and countries across the globe, LHG is an industry leader in destination marketing and has a steady finger on the pulse of what makes travelers tick.

 

 

Bloomberg recently reported that Warren Buffett is “pessimistic on the newspaper industry at a time when public relations specialists are increasingly outnumbering journalists.” I can’t say I’m surprised. The six-to-one ratio of publicists to reporters is startling, creating a need for a specialist PR professional to break through the clutter.

The above spotlights both a challenge and an opportunity for independent hotels longing for quality media coverage and for the overabundance of PR professionals tasked with securing it.

Instead of considering media coverage the end-all-be-all of public relations success, smart marketers focus on creating lifelong brand ambassadors who will evangelize a destination via word of mouth and social media. This approach requires a shift in the way PR professionals tackle media relations, but, when done correctly, pays big dividends.

To begin, destinations should take a hard look at their content marketing strategy and diversify efforts across earned, paid, shared and owned media to ensure each spoke of the marketing wheel complements the others. Think of this wheel as the framework for a successful campaign and content as the fuel that powers the wheel.

Here are four ways to create lifelong brand ambassadors through a successful content marketing plan:

 

 

Start with the traveler and work back

Before proactively pushing out content to potential visitors, destinations must first define their audience through robust customer personas. To do this, start with your ideal lifelong brand ambassador and work backward. What are they reading? Who are they following? How do they consume information? Americans spend an average of 5.4 hours each day on their smart devices, so practitioners must pinpoint the best ways to get in front of their primary audience to get a piece of the pie. Monitoring age, gender, household income and geographic locations through Google Analytics is a great place to start. From there, you can also view referral traffic to see who is coming from news outlets versus social media or what key words people are searching to find your brand. Breaking down this demographic information is the first step to narrowing down the primary channels of communication and will direct your strategy moving forward.

 

Create valuable content

If content is the fuel that powers the marketing wheel, PR specialists must pay careful attention to the type of fuel they are infusing into their strategies. Just as gassing up a car with the wrong fuel type can cause serious damage, destinations must only create and disseminate content that is both relevant and valuable to the customer.

Now that you know your audience front and back, you must create targeted messaging that will resonate. Because today’s consumer is inundated with brand messages, yours must be able to neatly communicate your destination’s unique value proposition. What can you say that no one else can? What are the leading highlights that set you apart from other destinations or attractions? Your destination’s unique value proposition will serve as the tent poles for your content strategy, so it’s imperative that you nail down both the target audience and key messages. From there, ensure that these key messages come across loud and clear in your content — whether it’s a blog, social, email or interview with a journalist.

An increase in fans, followers and web traffic is a good indication that steps one and and two have been successful. Once this is established, it’s time to move from discovery mode to conversion mode.

 

 

Rise through the Google ranks

Now that you’ve reached your target audience with relevant and valuable content through traditional or social media, you must now make it easy for them to find your website. Since we know that 42 percent of consumers turn to Google to discover brands, a high search engine ranking is paramount. Google’s algorithm is changing more and more every day, but we do know a few key things about what types of websites it prioritizes. The secret to a high-ranking site is — you guessed it — good content!

Websites that regularly publish original, relevant and valuable content will rise through the search engine ranks. If Google sees that website visitors are leaving your pages quickly (as seen through a high bounce rate), you’ll be dinged. If Google sees that you are not refreshing your web content, you’ll also be dinged. Google prioritizes content by how fresh it is and how long a site keeps visitors before they bounce, so moving up in search engine rankings is a top way to determine success in this step.

 

 

Exceed expectations

Once a customer makes a purchasing decision, brands are one step closer to creating lifelong ambassadors. The only thing standing between a purchase and brand loyalty is a delightful experience. This experience must validate all the expectations that a consumer has made during the discovery and conversion phases. As such, a company must train all guest-facing employees to be the face and voice of the company. Our agency utilizes a tool called a “message house” to ensure key messages are communicated during guest interactions. Once a visitor leaves your destination, smart brands use content to stay engaged through email and social media, providing a two-way dialogue to ensure feedback is heard and laying the groundwork for a future visit.

While converting a passive explorer into a lifelong brand ambassador is no easy feat, it can be done through captivating content deployed across earned, paid, shared and owned media. From discovery to conversion to engagement, PR pros must infuse strong content at every point in the marketing funnel. And after some 35 years in this industry, I’m proud to report that good content is still king.

 

from Lou Hammond Group https://louhammond.com/2019/10/11/creating-lifelong-brand-ambassadors-in-the-travel-market/
via https://louhammond.com

LHG Denver Shares Words of Wisdom from theSkimm Co-CEOs from Denver Startup Week

Last week, LHG Denver attended Denver Startup Week, a celebration of everything entrepreneurial in Denver and the largest event of its kind in the world. It was the eighth annual and largest event yet, with over 20,000 attendees taking part in programs and events to celebrate Denver’s thriving entrepreneurial ecosystem and showcase and build the city’s culture of innovation.

 

 

Being the news junkies that we are – we especially enjoyed listening to Co-Founders and Co-CEOs of theSkimm, Danielle Weisberg and Carly Zakin, share their story on founding theSkimm and their new book and #1 New York Times Bestseller – “How to Skimm Your Life.”

Curious about the book? Here’s the gist:

“It might seem like everyone you know took secret classes on budgeting, owning their career, and choosing the right wine—and you were sick that day. Enter: How to Skimm Your Life. With theSkimm’s trademark mix of real talk, humor, and inspirational messaging, this book gives you the information you need to make informed and empowered decisions in your life. Covering everything from personal finance, to career, to stress management, global politics, and more, How to Skimm Your Life breaks down some of the less glamorous parts of adulting.”

 

 

Beyond the book news, our team enjoyed these words of wisdom from fellow female entrepreneurs to achieve and maintain success, while balancing all parts of life:

• Be confident. Know your value and don’t shy from it. Embrace your wisdom, experience and offerings with confidence as you approach business situations.
• Be resilient. You will encounter “no’s” and setbacks along the way. Learn from them and keep going. There will be “yes’s” to discover but it takes dedication and perseverance.
• Be focused. Develop a clear vision of your offering and audience and hone in on that laser focus to guide your decisions.
• Be goal oriented. Each Monday, they meet with their team to discuss the top three priorities for that week. This gives a reachable number for the team to achieve while also allowing time to navigate new opportunities along the way and time for strategic thinking.
• Be open. While maintaining focus is imperative, be open to new opportunities. Their example was the book. They have been approached numerous times about writing a book but the timing was not ideal. Now that they have a strong, supportive team, they had the opportunity to purse the book deal which is now a best-seller.
• Be social. Develop a community. Seek and offer mentorship. When attending networking events, do not leave without making one connection who can connect you with another beneficial contact.
• Be human. Self-care is vital. Nutrition, sleep, exercise, vacation and downtime are crucial to preserving your well-being for success. As they said, their would be no skim if they were not alive. They lean on their support system of family and friends along with weekend down time away from email.

Given their humble beginnings of $4,000 when starting theSkimm to its valuation now over $55 million (Forbes.com) – we’d say these guiding values are worthwhile indeed.

from Lou Hammond Group https://louhammond.com/2019/09/24/lhg-denver-shares-words-of-wisdom-from-theskimm-co-ceos-from-denver-startup-week%e2%80%a8/
via https://louhammond.com