Watching the final death throes of the Hilliard OH CVB, I saw an article online today that made me chuckle, despite the sadness of the situation. In it, the reporter attempts to suggest that the CVB had not spent its money wisely over the years. Then he swung his attention to salaries:
"38 percent was spent on salaries, which was by far the largest line
item most years. Bills accounted for most of the other expenses,
according to the auditor's report."
Clearly, the CVB looked top heavy because it wasn't using Activity Based Costing (which we strongly recommend). But, don't bills usually account for the rest of expenses?
In my presentations on Social Media strategies, I always stress that going social entails a serious time commitment.
In a recent rant, Daniel Edward Craig said of starting a blog: "Blogs, in particular, are hard to maintain and time-consuming, often devolving into thinly disguised publicity vehicles or random posts from semi-literates. An abandoned social media platform is like a frayed carpet in your hotel lobby: it speaks of apathy and neglect and is off-putting when stumbled upon."
This is why you always need someone that isn't an expert at consuming your product to consume it. In front of you. So you can learn what works and, more importantly, doesn't.
I fly enough that the boarding passes I'm handed don't pose much of a challenge. But for someone that doesn't fly much? There's an awful lot of stuff plastered on without much thought of design aesthetics. And, after my friend Leslie Lloyd from the Bellevue Downtown Association turned me on to Board Pass/Fail, I have a whole new appreciation for how the airlines could enhance the experience for rookie fliers.
There is Romance Travel, Wedding Tourism and Procreation Vacations...so why not Birth Tourism? But, it's probably not what you think.
The first three niches are about doing something cool in a cool place. Birth Tourism is about securing rights and freedoms for the newborn child. American rights and freedoms, to be exact.
The number of foreign mothers that are coming to America to give birth is on the rise. Due, in large part, to the 14th Amendment to the U.S. Constitution that grants the full rights of citizenship to anyone born on American soil, it's a pretty smart play for any mother to make.
According to a story on eTurboNews, "for those with the means to pay, it's a small price to give a child
the full benefits of U.S. citizenship, including the ability to travel
freely to and from the United States, easy access to a U.S. education
and a chance to start a life here."
Think about it. No visa hassles, "free" health care and the ability for the child to one day sponsor the immigration of their entire family to become permanent Americans.
I'm pretty sure that's not what the sponsors of the 14th Amendment had in mind back in post-Civil War America.
And, good luck maximizing this niche on your destination website. I'm fairly certain the backlash you'll receive isn't gonna be worth it.
Just north of Maquoketa IA lies the remains of the Hurstville Lime Kilns, which was in operation from the 1870s to 1930. It's not exactly a must-see attraction...unless you're really into kilns. But, it's worth a stop if you're on Highway 61, just to marvel at the ingenuity of man.
I'm not sure how long this sign has welcomed visitors to the site, which has been open to the public since 1985. But I do wonder how many people have caught the misspelling (click image to enlarge).
I'm guessing not enough to cause the County to fix it.
While they didn't cite Air Law One in the announcement, the move will also save consumers from having thoughtless passengers jack their seats into their face, laptop and knees.
But, the marketing gurus at Spirit must have once worked on political campaigns...or are showing off their chops to get picked for the next presidential campaign. How else can you explain spin like this:
• The seats don't recline because they are "pre-reclined." The folks at SeatGuru say the lack of pitch of this "recline" is about as bad as they've ever seen.
• The reason for the "pre-reclined" seats is to save money. In a round about way, that is true. Said without the spin, however, is that they can jam more people on the plane. That means more money per flight.
• The reason they want to save money is so that they can offer lower fares. If this is true, then the increase in passengers per plane is a wash. So they're either lying...or not very good at math.
Or, maybe Spirit is just a very needy airline that just likes the attention.
That's not much of a surprise, because they are already doing it. But, more importantly, he totally misses the point. You can't appropriate somebody else's icon and think it will work.
There was a reason the cookie was so important to Midwest customers. It was the last vestige of a level of service that was once legendary. It reminded us what a sensational airline Midwest once was. Yes, they took away the gourmet meals and the champagne. They even took away the 2x2 seating. But we still rooted for them...even if it was only over a cookie.
A Frontier chocolate chip cookie has no soul...no raison d'etre. It's just another friggin' cookie.
Republic made the right decision in retiring the Midwest brand...but don't tell me it's raining while you bake somebody else's cookies.
Instead, Guadango told the faithful at the Governor's Conference on Tourism, "I think we should take a step back and do something really wild for
the people of New Jersey . . . come up with a way to market New Jersey
in a more unified way in a common marketing campaign."
Oh, hell yeah. Let's just do that, then.
But, really wild? I'll tell you what's really wild. Allowing the only televised images of your fabulous destination this summer to be that of J-WOWW, Snooki and Vinny.