Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 808 - January 2017 Woodall’s Campground Management new concept to Modern Marketing readers, one of my top ever-trend- ing tips is specifically for business owners that are serious about smart marketing spending, real results, and engaged, happy campers: • Unless it’s in writing, it’s just wishful thinking. Develop and live by a detailed written marketing plan. A written marketing plan helps — even forces — you to drill down and answer tough questions. Exactly who is your customer? I mean exactly.Where they live, their family structure, how much money they make, the style of living they are ac- customed to, how they spend their free time, their favorite social media networks, where they get their news and information, etc. Each of these points, wrapped up into a revealing package, will allow you to make smart marketing decisions. Use this information to plot out where you’ll spend money to reach your market, what messages and actions on the ground that they find most valuable, and who will be re- sponsible for advancing your plan. Identify benchmarks and regularly measure your results in writing. As the world (wide web) turns, social media platforms continue to consolidate — and new and exciting marketing opportunities come to the forefront. The very best advice I can give you is to move forward, eyes wide open. Not everything will be appropriate for your business today but the future is an open book. Whether you are new to digital marketing or an old hand, you very likely have an idea of the direction you’d like your business to take. Be a smart modern marketer by considering these six top digital trends and how they fit into your 2017 goals. Take what you wish, tuck the rest into a “tomorrow” file then create a marketing plan to guide you through this year. It’s a clean slate, ready for you to make your mark. Here’s to a well-planned and profitable New Year. Cheers! Like what you see in Modern Marketing? Stay abreast of the latest digital marketing trends for the out- door recreation industry by sub- scribing to Schmarder’s bi-weekly trend digest Digital Marketing for the Outdoor Recreation Industry at her about her digital marketing/social media diagnostics and tune-ups, content strategy and marketing plans, and more at [email protected] or 702-460-9863. WCM MODERN MARKETING followers seeing your message and, ultimately, booking a stay at your property. That’s all changed. Today it’s pay-to-play. That’s in part because of the overwhelming amount of content being posted as well as the ad revenue opportuni- ties afforded the platforms. Tackle this tool by targeting your audience, testing your ads, alternat- ing ad content to keep it fresh, measuring your results, fine tuning as needed, and doing it all over again. • Show-and-tell continues to sell. Beautiful images and engaging (live) video continue to gain strength in today’s visual world. With the rising popularity of Instagram, the new kid on the block, Snap (formerly Snapchat) and the competition between YouTube and Facebook, visuals — especially videos — are the rising superstars of content marketing. This couldn’t be more important for an industry whose stock in trade is outdoor experiences and adven- tures. Avoid aiming for virility and instead produce inspiring images and relevant videos. Using a smart- phone, start exploring Facebook Live. This up-and-coming video tool allows you to invite viewers, broadcast live, interact with comments while filming, and post to your newsfeed once completed. • Meet your customers and meas- ure ROI. Social analytics are a gold mine, so get digging. In order to understand where to spend your marketing dollars, determine which campaigns work and which don’t, and to get in-depth insight on your customers you must begin taking social analytics seriously. You can use data-driven decision Evanne Schmarder making to shape your message, your pricing models, your facilities, the decisions you make about pur- chasing digital advertising and tally your ad campaigns’ ROI. It will also help you develop a strong image of exactly who your customer is without guessing or assumptions. • It’s harder to be heard. “Niche” your content and deliver informa- tion that matters to your audience. It’s easy to get overwhelmed by having to post something new and captivating every day or two. How- ever, chances are the only success you are seeing is checking off the “post to social” item on your to-do list. Rather than trying to be every- thing to the camping/RV world, identify your specific customer — the one you are trying to reach on- line — and develop content that in- terests them, that will prompt them to pause, read and take action. En- tertain, educate, offer a take away or a chuckle. Create better not more. • Know it or blow it. Digital marketing requires an educated, professional approach. Between creating social media strategy, content plans, digital ads and combing through and applying valued metrics (not just tracking page ‘likes’ and ‘shares’) business owners who don’t have the time or expertise to do digital well are wise to seek professional help. Utilizing trained and experienced online marketers — be they on staff, freelancers or consultants — can be the difference between a successful program that contributes to the bottom line or a well-meaning but ineffective program that wastes money, time and perhaps even damages your business’ reputation. While certainly not a “trend” or Call them resolutions, goals or roadmaps, as is tradition, the New Year prompts us to start fresh, con- jure ideas and make plans for the upcoming 12 months. It’s a time to reflect on what did and did not work in the previous year and lay the groundwork for how we will conduct our business (and our lives) as the year unfolds. Because of its ever-changing nature, digital marketing is a great fit for forward thinking. As I’ve observed from studying the data from the soon-to-be- released second Digital Marketing Benchmark Study for Outdoor Hos- pitality, many smart modern mar- keters have already laid the groundwork for a successful online 2017 by incorporating tools (such as Facebook), visuals and responsive websites into their marketing mix. However, as you might imagine, there are always tweaks, updates, and new information to help you improve upon your past efforts. In that spirit, I’d like to share with you my six (in no particular order of importance) Modern Marketing Trends for 2017: • Organic is great for fruits and vegetables, not so much for social media. Use paid advertising to am- plify your message. In the past, consistent, relevant social media posting equaled organically earned fans and Six Modern Marketing Trends You Should Use for 2017