Influencers as Your Tourist Marketing Plan

You’re listening to the Marketing Attractions podcast. Conversations on how nonprofit attractions are increasing attendance and sharing their missions through marketing. Your hosts are Ryan Dick and Jenny Williams of Attend Media. Jenny, today’s topic, influencers as your tourist marketing plan. All right, so what are we talking about today? Well, I’m going to try to make the argument here. That influencers can be your tourist marketing plan. They’re an early, big part of it, right? I think it’s often overlooked as a tactic that can be really effective here. Kind of gills, too, birds of the one stone because it’s producing content for locals and tourists. But yeah, with just a few tweaks, we can really kind of make the content that you’re already having your influencers produce be really impactful for tourists as well, too. Yeah, I’m okay. So tourists and cultural attractions, you know, the zoo, the public garden, the museum, they’re not Disney World. People aren’t coming to a particular city most of the time to go to the botanical garden or the museum. Not to say that doesn’t happen, but we’re traveling for a family event, a big concert of sporting event. I’m thinking the thought here is, as a cultural attraction, our job is to get on the itinerary when somebody’s planning to come in. Right? How are we going to spend that four hours of family time that we have? But I’m not the primary mode of once again, we’re not Disney World. We don’t have Disney World marketing budgets, too. Or St. Diego Zoo or Georgia Quarantine Marketing Budgets. Right. Right. There’s definitely a handful that probably are the reason that they’re coming, but the majority are, yeah, like you said, trying to get on the itinerary. And yeah, to get on the itinerary, you’ve got to be where people are searching. Right. People are discovering what to do on that trip. And that’s happening in TikTok and Instagram these days. It’s not only happening and it’s not even mostly happening on Google anymore when it’s travel planning. Yeah, I got this stat 60% of travel related searches begin on TikTok, Instagram, these visually first mediums versus like looking at Google where system bunch of blue links everywhere. And I’ll throw this out. It’s not a stat, it’s an observation. But, you know, if you were to type in things to do in Louisville, Kentucky, Google is going to start showing you more and more with our calling quick videos. And these quick videos, this is like on the search page, the results page, these videos are pulling from TikTok, from YouTube, from Instagram. So even Google kind of realizes it’s losing the battle when people are looking for inspiration for planning their trip, discovering what’s cool about the city they’re about to go to. Right, yeah, feeding more contents than links for sure. So, guys, I mean, the thought here is if we want to capture more tourists, we need to be dominating those search results in social media. We can’t just rely on Google. Yeah, so if we’re thinking about dominating search results, someone’s coming in, they’re in TikTok or Instagram and they’re searching things to do in Louisville, right? As the Louisville Zoo, we want to, we want to be there when they’re doing that search, right? And this is true for every single market. But one of the best ways that we can do this is with that influencer content, right? We need more content to feed search results. I mean, this is like a, the standard like SEO strategy, right? We need content to feed these search results. And we’ve got to take the playbook that maybe we used to create back for Google and I’ll repeat that for Instagram and TikTok. So, yeah, having the right type of content, in this case, that video content is going to be the most important. And this is really something that can become the foundation of our tourist plan. I think a lot of times people are looking at, “Should I be buying billboards or should I be running display, targeting tourist and other markets?” And I think before you’re looking at doing all these other things, right? Where you’re potentially spreading yourself a little bit too thin because you don’t really have the budgets to go in and reach these other markets. You should, you should be looking at how to do more influencer marketing because it’s already helping increase your local market, right? Why can’t we just use it to now also increase our tourist market? Okay. Yeah. So you’ve touched on a few of this already, but I’ve got a list of five reasons why to dominate social media search to capture tourists. Who writes these things? Okay. You’re going to give me five reasons why. And I’m thinking this is going to kind of be a compare and contrast to that more, you know, “Here, traditional tourist marketing plan.” You kind of touched on it. Hey, let’s go buy some billboards 100 miles out of our location on that main interstate coming in. So you’re kind of comparing and contrasting, looking at influencer marketing suit once again, these more traditional, you know, “Torch marketing plans.” All right. So number one, the social media search idea that works for local drive and overnight travel. All right. What do you mean here? Yeah. So if I’m searching in these platforms as a tourist, I’m searching for things to do, right? We just kind of touched on that. I’m not searching for things to do in Atlanta if I’m coming from Chattanooga, right? Like that’s not. I’m just going, so I don’t, I’m not looking for video of what did somebody from my market do when they went to another market. I’m just typing in things to do in Atlanta, right? So when we say this content works for local drive and overnight, the contents bill specifically for the market, for the attraction in the market, so that people regardless of where they’re searching for locally, a quick day trip, drive market, or an overnight travel are going to come across the same types of video, right? And I think this is what’s so powerful because a lot of cultural attractions are starting to invest more in influencer marketing to show the experience. And they don’t have to have a completely separate influencer marketing plan like you do for, let’s say, display, right? My display target locally can’t reach my tourist. But in this case, your local can still reach your tourist. And at the end of the day, like your tourist want to hear from you as a local or want to hear from your locals, not here from other tourists. I like it. Yep. I’m in Gainesville, Florida. I am very likely to type in things to do in Gainesville, just as if I were to drive two hours away for day trip to Jacksonville, thanks to doing Jacksonville. And then when I’m traveling for once again, a concert, a sporting event, thanks to doing Atlanta, it’s more about like owning things to do versus this idea of like we have to have separate dollars or separate plan for only tourists, tourist or people too. All right. Number two, this is when people are discovering and planning. Yeah, so I mean, I think Google search marketing for the longest time has kind of dominated this, right? It’s the intent based marketing. We know the keyword that they’re looking for. So, you know, we want to own that that area. I mean, it’s a little bit different with social because we can’t bid on specific search terms in all platforms. We can on some right. TikTok has introduced a keyword targeting for their ads, but, but this is something that’s still kind of evolving. But from a content play, we can, right? So the more content that we have, the better things we have of like standing out when people are looking for these searches, right? If I see a video one time on an attraction, it might be, it might not make my consideration set. If I see 10 videos of this attraction, how great it is, it’s probably going to make my consideration set. So, yeah, just thinking through, like, it’s the high intent search marketing here. You need to reach them here when they’re in that decision making. You really can’t wait till they get into market again. You’re the location that’s, you know, 30 minutes outside of the city. If you’re a zooer garden often, you need to be on that radar because you’re a half day experience. It’s not just walk in for an hour, walk out. So, you’ve got to find them or you’ve got to reach them where they’re looking for you, right? Yeah, it’s, I think it’s a lot easier to train a train plan, a trip when, you know, the kids are in bed. It’s 8 p.m. You’re on your phone, watching another rerun of the office, and it’s two weeks before you’re about to go versus you’re in the car, you’re about an hour away from your destination and goes, “Oh, look, there’s a zoo. Should we change everything we’ve got planned because we just saw a billboard?” So, I think that, like, that in the moment it’s, hey, they can buy a ticket. They can explore what are all the options and experiences that you have right then and there. It’s kind of that opportunistic channel that we talk about. We have a high chance that they’re going to take a further action compared to something like a billboard. Okay, I think we kind of touched this one a little bit here, but number three, they’re on their phone, they’re laptop. This idea that they can explore more. Yeah, you were kind of just talking about this, right? I can, if I’m getting content, searching for things to do in Instagram, right? I’m getting this content, I’m saying, “Oh, this garden looks great. I’ve never even thought of it. I should just exhibit that they’re having is awesome.” I can now go and Google that right and get to that. Right, so they’re all going to still tie together, but everything’s still happening while I’m on my phone in my living room before I get to the market. I think this is common sense, but when we’re thinking about it from a media play, it’s like, we’ve got to fill this area with this type of content when people are in this planning mode. It’s just really hard to do that with an intercept plan or your budget gets spread too thin if you’re trying to do it with just a limited amount of funding going after one specific market. Right, so they can discover more and learn more about you when they’re getting that content in social. All right, so number four, video content. If I see a 15, 20, 30 second video of someone experiencing your entire attraction that’s going to stand out a lot more than if I see a billboard with your brand logo on it, then if I see a… Even like your TV spot is great as it might be, it’s still not really showing me what I’m going to see when I experience. And oftentimes it might be like you might have more of a brand spot, but you have a specific exhibit running right now that I might not know about from your brand spot. So just because the video content gives us a lot of flexibility, digital video content really gives us a lot of flexibility in terms of how we can show someone experiencing the attraction and how we can show them all like so many different types of videos of people experiencing the attraction. So yeah, it’s more appealing. It’s not a, you know, like you said, the blue link right clicking off to another page or have to read more more content. I can see it. All right, and then number five, it can live forever. Yeah, again, we’re paying influencers to create content for us and that content stays whether or not we’re promoting it in that. So if I run a display banner, if I run a billboard, I have to keep paying to keep it up. And so I think that’s one of the great things about influence or content is it serves as your organic and the paid purpose, right? So, you know, I’m in holiday planning for a lot of clients right now and, you know, doing some searches and seeing what kind of content is populating and, you know, if I do holiday activities in Atlanta, like I can see what pops up and I can see that past campaigns that I’ve worked with clients on like is dominating the search results for that. So, and then there’s a lot of competition in Atlanta for great holiday events. So that’s where they’re going to be looking for you for holiday specific summer, you know, summer activities in Nashville, right, whatever it is, that’s where they’re searching for and they’re searching specific keywords like they use to search on Google now in Instagram and ticked up. Yeah, okay, so tell me, why do we need influencers on this mix? Like I’m feeling, you know, all of our attractions do a great job of producing a ton of content, you know, what, why do we need things, need to make things more complicated by introducing influencers. Yeah, so I think first of all influencers are producing content that looks natural organic, right, it doesn’t look like an ad, it’s word of mouth, advertising really for you, right. So it’s somebody else saying how great you are, not you saying how great you are. And as a tourist who really wants to fit in with the locals, I wanted to know what the locals are saying, I should do not want each brain and attraction themselves are saying, I should you, I know that you’re going to tell me you’re great, I want somebody else to tell me you’re great. Yeah, also thing has a lot to do with performance, we typically see that influencers content outperforms content that’s created by the attraction themselves now granted, you know, you got cute penguin videos absolutely can go viral. But more times than not, it’s that influencer content that’s going to get a higher amount of likes, I amount of video views and just other types of engagement. And you know, if you’re tick tock or Instagram and somebody types in cool things to do in I’ll go back to little Kentucky. Tick tock Instagram wants to show the videos with the more likes the higher amount of engagement. So by using influencers, we kind of have a cheat code on how to get more videos to quote unquote go viral. Because once again, influencer content tends to perform better than content created by the actual attraction. Yeah, and remember this like if we go back and think about the search feed right so things to do in Atlanta or lower ball right here. The video content that’s going to come up or the videos created to say looking for something to do in Atlanta, you should go to, you know, fill in the blank. And so the influence or content is just naturally built that way like a local influence or that’s how they’re building their content out so they’re searchable and discovery because those are the keywords that they’re using in their content. And I would say most cultural attractions aren’t really producing their organic content that way some might be but. You know the video about your mission or the video about the cute people video like is that yeah, that can you crack up millions of views absolutely. But it’s not going to be the video that populates when someone searching things to do. Yes, organically with your videos you can start tagging them this way, but you got to build the content that way too. And I think influencers just provide the ability to get into that type of search and discovery because that’s how they’re naturally producing their videos already. Yeah, it’s the difference between cool things to do in Atlanta versus cutest penguins in Atlanta. You know, if you want to own the penguin search result the penguin videos is good for that. I’ll add this to it is the you know, I kind of mentioned like influencers was kind of the cheap code for producing content that might rank better for the searches that we really want to own. But secondly, it’s a cheap code for just like want to tee of video right there’s only so much we can do as an internal team. We can outsource this social media video content production relatively cheap. And so we can get more bites at the apple if you will you can talk about SEO creating more content filling in those gaps for some of those searches like family friendly things to do in Atlanta kid friendly things to do in Atlanta. Outside activities to do in Atlanta there could be different videos all talking about you with that rank for those different type of keywords. Yeah, no, that’s a great point. Now I’m and again, you know, if you’re producing most of your content organically is or you know maybe you are producing some videos here and there for things to do but like most of your content. It like you’re not creating enough content under that lens because you do need to create those videos about the animals at the zoo you do need to create you know the educational videos around you know what’s blooming in the garden right so that’s still has to be done. But now instead of telling that social team that okay great also you need to produce this type of traffic driving you ticket selling. Content as well too you can use influencers to help you fill that that funnel. You’re listening to the marketing attractions podcast conversations on how nonprofit attractions are increasing attendance and sharing their mission through marketing your hosts are Ryan Dick and Jenny Williams of attend media. Attend media is a media planning and buying agency specializing in zoos aquariums gardens and museums for more information please visit attend. Media now back to Ryan and Jenny. So I’m here in our audience out there saying yep we do this we work with our local DMO you know tourist organization. We hear this quite a bit you know we do we have an influencer that we’ve worked with with our DMO so check the box let’s move on right. Yeah. Yeah I’d say this is usually not where you’re going to the best bang for the buck and I don’t hate working with the DMO so please don’t like. Come at me if you’re on that side you’re bad at me for like taking business away for you but I think everyone should have a great relationship with their DMO right and and come up with strategic partnerships there but. If that’s the only way that you’re kind of topping into the tourist market is with one influencer that is coming in to talk about. You know three or four different activities that you can do in a local market and you’re one of many like you’re just not going to stand out as much right. So and you can’t you can’t flood social media with us right you’re getting kind of this one time effort you know you might be one of a series of three or four but you’re not going to be on all three or four of those videos that that influence or creating. So you need more content right if to flood social you have to have more content I just think you can get a better bang for the buck. If you’re working with local influencers first who can appeal to tourist will share kind of a few tips in a little bit about how you can make that content more discoverable but. Yeah more is always better than one and I think also you know you can’t control the whole message you’re typically being talked about as multiple activities that can be done in the market which is a really great message. But that’s just not where I think you should be starting right if you can add this on right if you have the budget to add this type of partnership on with the DMO on top of what you’re doing locally. Fine but you need to get working with local influencers ensuring that you have enough content out there where there are local influencers first that can help you be discovered and things to do. Before you do on one and done partnership with the DMO on an influencer program. Yeah I like the I like the I’m the marketing director put on my hat and I like to talk numbers so let’s have got five thousand bucks the DMO is walking by as I hate you can be a part of this or we’re going to send an influencer to to you zoo is going to cost you five grand. Like okay all right the way I think what you’re saying Jenny is take that five thousand go find five influencers pay them a few hundred dollars in terms of compensation to create one or two different videos. And then use the leftover money of that five thousand and put paid advertising behind it so I don’t need the biggest follower I don’t need the superstar slickest thing. What I need is quantity and you know that flood the social media I need five influencers the buzz around town versus just one person talking about me. Yeah think about how fast people are scrolling through social right you’re not going to grab their attention with one video. Yeah okay so let’s talk about what you’re talking about isn’t reinventing the wheel you’re just talking about using influencer marketing and you’re kind of giving it up. You’re kind of giving it a new feather in its cap a new sheen if you will but I also I’m as we keep doing this podcast I’m realizing the struggle that the internal marketing team has to do in terms of like communication like internally. What are we doing for this what are we doing for this what are we doing for this so what are we doing for tourist marketing and you’re going to you’re your your answers is going to be yeah we’re just we’re hiring some influencers right. Yeah well I think we you know we know most cultural attractions don’t have an endless budget right so we do have to look at opportunities that can help support us locally and nationally right think back to you like you know a lot of. Attractions will do like an intercept plan so I’ve got billboards locally because when someone comes into town they see my billboards and they’ll come see me right in it also serves the purpose of reaching everyone market I let that approach right that’s a great approach. The problem here is that you can’t get on the radar before they get to the market if I’m already on their radar because I reach them with influence or content while they were doing their discovery and now that they’re in market they’re seeing the billboard then it’s like. Reinforcement that yes go by that ticket and make that part of my my agenda while I’m here. But I think. You know we like we just have to look at a different lens and we have to. Add some additional things to it right there’s some SEO strategies that we can kind of bar from and keyword tagging and things like that to make sure that we’re discoverable. But the content itself doesn’t really have to change. For that local local visit versus that tourist visit and so I think sometimes it’s just reframing maybe what how this supports it or how influence or marketing supports tourism sometimes like the pressure on the marketing team is just like you need to be able to convince the board that this is a solid strategy you need to be able to convince obviously your boss right that it’s a solid strategy. And I think a lot of people are looking for the you know this display campaign has uses third party data to target a visitor and it’s like great check the box that makes sense we’re good. I think you just need to start presenting influence or marketing as the way that you know this is where the searches are happening this is how we can on the radar before this is how we’re not limited to. You know a small budget in a small market this is how our content lives on for a longer period of time versus just when our ads run right so I think it’s just letting people you know explaining this to your. You’re like I said your board your leadership etc yeah I like pulling on what something said there’s like we’re owning where the travel searches happening that’s our top priority people are are searching on Google our SEO does. Are SEO does a great job of that but now they’re more and more searching on take talk and Instagram and we’re building up our SEO to make sure that we dominate that type of that search once again things to do family finally activities. Yeah and then let’s say I would say like you’re also probably be tasked with measuring this right so how many times have you run ten grand and one tactic to try to reach tourists right let’s go back to the display example are run a display campaign and. I have three pretty data for travel and tenors into my market and I run it for 30 days and I can’t show a single left in that market well you’re not it’s you’re not running enough money and you’re not running long enough right and so. So you’re kind of going back to this influence of pieces like you’re building content for this but it’s a long play but the nice thing is the content can survive the long play right like it doesn’t again like we said it doesn’t just end when you’re at campaign ends. If it can also drive more immediate results in terms of increasing your local traffic then it’s a win-win right because now if I’m looking at measurement I’m looking at from a bigger picture right like did my marketing campaign inclusive of this kind of influence or support that I’ve done. And then the increase my overall attendance because that’s always a number one right and then secondly did it increase my attendance among total visitation outside of a 50 mile radius versus me trying to look and measure like that I get a bump in visits from Orlando. From that small ad campaign that we did most of the time you’re going to go back and say no because you just didn’t have enough money or enough time to push those results. Let’s get into it the nitty gritty if you will. Let’s say we’re in a traction we’ve have a couple influencers who’ve done stuff for us in the past. How do we take our future efforts and kind of tweak it to fit this tourism. How do we get more out of this with the lens of tourism. Yeah well again this is going to work for our locals or drive markets overnight right. How to make us more discoverables all about the content that we have in the video and so again this is looking at the hashtags and the keywords for things to do in a city right family activities in a city. Make sure to include your city name right your city name is not always in in your actual attraction name oftentimes it is but it’s not always. Make sure you’re going beyond just mentioning your brand name. We do this in briefs to influencers so a lot of influencers naturally will fill the you know we’ll create their videos with this type of content but in your brief you should call out. That’s a just two to three like keywords or hashtags for them to use about things to do in fill in the blank right so or like family activities in fill in the blank with the city right so you can do some searches for. Top hashtags and keywords used in your market and then make sure you tell them to use those right so we don’t just want hashtag zoo Atlanta we want hashtag family activities in Atlanta. So yeah so do that keyword research to figure out you know what’s trending and and how you interact your influencers to talk about your exhibit. Yeah okay so number one hashtags and keywords which like hashtags seem like so 2000 but this is the this way you’re saying these were the taxic tactics that make quote unquote SEO work within social media platforms not just. Yeah you don’t need 50 hashtags anymore but there’s you know two to three relevant ones and then making sure those keywords are incorporated into the content are going to be. And things to do your city to maybe some other riff on that things to do so if it’s more like activities right. Date night you know kid activities kid friendly and then that number three can be the actual name of the institution I love what you said there too you think about some of these institutions don’t even have the name in it so if we’re doing penguins at blanketly blank zoo that’s not discoverable for this local drive. And even overnight tourist I like where you go with that and then number two you gave us doing the key keyword research within tick tock and Instagram let’s get this going beyond just Google. What’s your third way to optimize your social media content become more discoverable. Well we touched on this in terms of making sure that you have enough content right you need more influencers don’t just think you’re you can pick one or two throughout the year and you’re going to have tons of content of so the way we like to think about this we said this before but you think about how many we always had to say think about three influencers per audience that you’re trying to reach per campaign scale it up from there you said as your minimum. But you know if you think about this that means if I’ve got a big holiday event a big summer event a membership campaign and I’m trying to reach young families but I’m also trying to reach you know maybe hispanic audience right based off of my market that’s two audiences that’s three campaigns. But three six and 18 influencers right so you can see how this like scales up quickly and how one or two influencers just isn’t enough for your entire year for supporting this type of content and make sure you’re on a rare for locals and tourists right. Yeah let me just jump in it’s like when you say oh my gosh 18 influencers for a big event like a big holiday. That sounds like a lot of money but it’s not the influencers that you’re paying four five six thousand dollars to you’re finding like the these little nano ones I know this is totally different topic we have an episode about that but usually your your compensation is just a few hundred dollars per influencer correct. Yeah yes obviously there’s plenty out there who are going to be charging several thousand dollars for a post you’re gonna have to limit those to one maybe two influencers for the year that you work with at that rate. But you can find many especially the more nature audience the smaller your your influencers gonna be right so. My family influencer might have ten thousand followers my Hispanic influencer might have twenty thousand followers or like I might have an audience or an influencer with two thousand followers right so. It doesn’t like don’t get too hung up on the followers because you’re looking to feed content for these algorithms to help you be discoverable and. I think well I’ll kind of tie this into my my final point here is the followers I said that matter we said this before right the followers I said that matter because we can amplify it with paid dollars so. You can work with smaller influencers because you have this ability to boost really the content that they’re going to run because you’re going to negotiate these. This content usage in your you know in your in your brief in your negotiations. But this is gonna help push your views overall so when you put at support behind. An influencer video. Those video views rack up on that like as if they’re organic views on the video right doesn’t matter like. Take talk or Instagram’s not looking at this saying like oh those are paid impressions I’m not gonna count them as just seeing like okay great they had two thousand organic impressions and. 18 thousand paid wonderful it’s twenty thousand total and price our views of this video. And we need that because. We’re doing these searches. And the platforms are going to prioritize video that they think people want for these searches in the videos with higher views and higher engagement are more likely going to be shown right this is again back to like. SEO practices that we’ve had is like fresh content lots of content. Relevant content that’s what’s going to show and that’s exactly how socials being done so these are all just things that you’ve got to be. And considering when you’re trying to utilize this for both local and tourist approaches. Yeah and you know budgets are limited but. I think it’s high in your whole argument here is instead of carving off the ten fifteen twenty thousand dollars for a tourist plan. Which means we’re gonna go buy a billboard a hundred miles away. And we’ve got money and put it to influencer marketing to help promote and boost and increase the views with paid ads right this amplification strategy and that’s gonna work. Whether somebody is in Atlanta searching cool things do in Atlanta for holiday or somebody’s in Chattanooga or somebody’s flying in from across the country. I like we said earlier two birds once done Jenny we’re like all over the place on this episode. So I’m gonna take away is I’ve got a few here like what do you want people to do. You’ve got somebody out there listening going all right I think she’s kind of right so how do we what are the action steps what do we do here. I got number one for you start searching on Tik Tok and Instagram what do you mean here. Yeah I mean think of it as if you were planning to ship to your own market right so if you’re searching for things like. Kids activities in Seattle or hidden gems in St Louis right like top attractions in Tennessee. What’s coming up are you discoverable right or are you dominating that search content and I think that’s just a good way to understand like. You know just because you’re not showing up does mean no one’s talking about you is just like is there enough people like talking about and sharing your content for you to be discoverable these searches are happening. So it’s right there you know just again you got to be in that discovery process. I think from there and say rethink your media mix do you have a portion dedicated to tourists I think if it’s a small amount of money rethink it have you stretch yourself to then are you even investing enough to make an impact or could you invest this in a channel like influencer marketing where you can get more impact locally and what tourist. So you know I think you’ve you should always be coming through your media plan and thinking like anything that is especially if it’s less than 5% of your total mix like is this enough to do anything for me or could I. Repurpose these dollars in a stronger channel. I like it I’ll set you up for number three here you need to ramp up your influencer marketing efforts. I mean I used to like 30 minutes talking about that but yeah you get home for as well yeah I mean again you know you’re priority can be local because the local can extend to tourists right so. Focus on your local influencers who can be your ambassadors for anyone who’s searching for something doing your market. Yeah but like don’t want to bury that little tip that you gave us is like okay when you’re working with the influencers we want to be strategic and provide clear direction on which kind of hashtags and keywords we want included. And it’s just that simple rethink of it’s not cool things cool happy hour on West end it’s cool happy hour in Nashville right. Yeah yeah make that and yeah this is why we say multiple can be great but also like again you’re in your brief to an influence or you need to let them know you’re trying to capture tourists right so that they. Art necessarily taking this video and saying like are you a tourist coming into town right we don’t need them to do that but we’re giving them enough direction in but that we’re trying to make sure people know we’re here in this in the you know fill in the blank market. All right and then let’s wrap it up with this give me like your quick down and dirty you know tourist plan what’s on your priority list is somebody says hey I need to get more more tourist what can you do with my media budget. Okay so I think this actually is for anyone regardless of budget but. I understand if you have more millions and millions of dollars that you might have budget spent elsewhere in tourist marketing but our tourism marketing but. For most cultural directions who are a little bit more limited on budget the first thing I would do. It’s actually not in close of marketing it’s your your Google had grant right I know we’re saying all these searches are happening in and social but. Searching Google is not dead and as a nonprofit you have this access to this 10,000 dollars a month from Google that you should absolutely be taking advantage of so again I always like to say like where can we kill two birds with one stone where can we. Like we’re going to get the most impact with the least amount of effort or the least amount of dollars right so I would start there and make sure that your own in your brand name your garden name or your zoo name right on your own your name on your category. And then we want to move into dominating our social shirts and we’re going to do that with influencers so. This is everything we talked about today is really remember to and it’s the fact that you’re going to piggyback off of your local approach by just tweaking things with these. And then we’re going to do specific hashtags and keywords to make sure it’s guppable I think from there you know it just keeps building right maybe there’s some paid surjads that you have on top of your ad grant that can help target. You know maybe those more expensive keywords like things to do. Maybe from there then you’re adding on some of this more targeted. And then you can use your data for for tourist or visitors right you can still use your influencer content as the content that’s going to reach these influencers but now in my social media campaign. I can say I want to take this influencer content I want to promote it to somebody who lives outside of a 50 mile radius. I’m going to use some travel and tender and tender data to say that they you know have interested in my market so. You can definitely keep building and building and building on this but the bulk of it still needs to live within social right live within these search searchable channels where you can be discoverable. That’s just keep doing that and building there and owning that before you start by billboards and in neighboring markets. All right Jenny thank you very much. Thanks for listening to the Marketing Attractions Podcast. If you have a suggestion for a topic or would like to be a guest on the show please visit our website at MarketingAttractionsPodcast.com