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| 2010 NSW Tourism Awards Newsletter Issue 6 |
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Introducing Our Newest Category - Tourist Pubs The Tourism Industry Council NSW, with support from the Australian Hotels Association (AHA) NSW is delighted to announce that Tourist Pubs are to be recognised for the first time in the 2010 NSW Tourism Awards. The category is open to any NSW Pub that significantly contributes to the tourism experience in their area. It will focus on both the services and facilities that enhance the tourism experience for visitors. So regardless of the Pub's size, location or turnover, the winner will be recognised for their contribution to and participation in the tourism industry. We're looking for passion and enthusiasm. If you own, operate or manage a Pub, or know one that would be perfect for the NSW Tourism Awards, ensure they get a nomination in by the 23rd July by visiting www.awards.ticnsw.com.au and clicking on the E-Awards link. As this will probably be the first Tourism Awards submission that Pub operators have written, we have mentoring available to assist them with their entries. In addition we have resources such as our workshop DVD that steps you through each question and provides great hints and tips. Our Awards Coordinator, Shan Lawson, is available on (02) 4333 8908 or at awards@ticnsw.com.au to answer any question regarding submissions - no matter how big or small! What a claim to fame - the first ever winner of Tourist Pubs in the NSW Tourism Awards - let that be you! Nominations Close in 2 Weeks The first step to entering the Awards is nominating and they close on the 23rd July. Even if you have already entered your regional awards, you must still nominate if you intend to forward your submission to the NSW Tourism Awards. Site inspections begin after nominations close. Entry fees received after this date will be subject to a $100 increase so ensure you nominate and pay by July 23, 2010. Access to the E-Awards system can be made via our website www.awards.ticnsw.com.au and clicking on the E-Awards link. Submission Hints and Tips If you're writing along with the tips section you should have Questions 1 & 2 complete by now. Let's move on and look at Question 3 Marketing. a) Who are your target markets and how did you identify them?* Your target markets must be specific and relevant to your particular business. Like it or not you cannot be all things to all people so don't use sweeping statements such as "We cater to all types of markets" - be specific. Don't forget there are two parts to this question - 1. who your target markets are and 2. how you identified them. Judges want to know you've been strategic about your market selection. Show the research you did to discover them. b) Describe the marketing strategies used to attract each target market and detail the success/ outcomes of those strategies*. You will need to reach your target markets in different ways. They will visit different websites, read different magazines or will respond to different messages and imagery e.g. couples looking for a romantic getaway will not be attracted by images of children playing. Remember if you identified a target market in part a) talk about it in part b). If you do start to talk about a market here that you didn't list in part a) go back and add it in to that question! A table would work well here (however keep in mind the question asks you to DETAIL the success/ outcomes). Remember that outcomes must be measurable. You may also wish to add an additional column outling your Goal relating to your marketing strategy. However, once again, ensure that your goals are also measurable against outcomes using real numbers or percentages and not general statements such as "our goal was to increase occupancy" - detail by how much.
c) What is your distinctive difference and how do you promote it to attract each of your target markets?* Highlight your unique selling propositions (USP's) here. Some USP's will be obvious such as if you are the only type of business in a particular area. However, you won't know if what your offering is unique if you don't know who your competitors are and what they offer. If you have conducted a competitor analysis include it in your answer. Remember to discuss your competition but not to criticise them. You may have only one USP but again you will promote it differently to your target markets, so match your strategies to each segment. Your distinctive difference may be more than one thing - your range of offerings could be what makes you unique. d) Demonstrate how potential visitors are provided with an accurate and responsible depiction of what to expect from the experience/product*. Explain how you communicate your message, what images you use on your website and/or in brochures. We all tend to worry about the quality of a room when the website only shows you a picture of the lobby! Do you keep your imagery up to date? Who's responsibility is it to review your material and how often do they do it? Do you conduct famils, use publicity or endorsements? How do staff communicate the message to your potential visitors. Have you ever been told a property is "5 minutes out of town" when in fact it's 30 minutes away? Can you quote industry standards and, better yet, do you exceed them? Demonstrate to judges that you can substantiate that you have provided an accurate depiction through feedback from your guests/visitors. You can show this through results from surveys, independent reviews on websites such as Trip Advisor etc. Some other tips for all your questions:
*We have used Category 2 Tourist Attractions as the basis for these example questions. Your particular category questions may vary so please ensure you read them carefully. Mentoring Don't miss out on our offer of one hour of free mentoring per entrant/submission for entrants of the NSW Tourism Awards who have nominated and paid their entry fee by July 23, 2010. Write your submission and get it to a place where you're reasonably happy with it. Then email it to Shan Lawson at awards@ticnsw.com.au. If the file is too large to send using regular email visit www.yousendit.com to upload to a secure website. A mentor will read your submission and provide you with written feedback. They'll then follow up with a phone call to discuss. This sort of one-on-one advice will really help you sharpen your awards submission. Key Dates
Call for Entries Booklet with DVD Don't forget our Call for Entries booklets are available. It contains all the important dates, rules for entry and contact information in a convenient A5-sized booklet. It also includes a DVD that contains hints and tips sheets on Financial Viability, Sustainability, Risk Management and Feedback Tips from Judges plus a video presentation of our workshop - Winning Submissions, Winning Awards. Request your copy now from Shan Lawson, our Awards Coordinator, by emailing her at awards@ticnsw.com.au. With only 8 weeks to go until submissions are due in the NSW Tourism Awards it's time to get your Marketing section underway. Don't hesitate to contact us if you have any questions. Please note the mobile number for Shan Lawson has changed. You can reach her on 0417 657 064 or (02) 4333 8908. Alternatively call the Tourism Industry Council NSW on (02) 9267 6865. Kind regards, Jerry Bour Chair of Judges |
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Copyright © 2002-2010 Tourism Industry Council NSW
The united voice of the NSW tourism industry.
ABN: 57 824 394 591
Address: L3, 309 Pitt Street, 2000
Phone: 02 9267 6865 Designed and Powered by
The united voice of the NSW tourism industry.
ABN: 57 824 394 591
Address: L3, 309 Pitt Street, 2000
Phone: 02 9267 6865 Designed and Powered by