“A Presentation to the Tourism Recovery Task Force in Tulsa”: Adam Stoker – Show Notes

  • Name: Adam Stoker
  • Position: Co-founder and CEO of Relic Agency
  • Favorite Destination: Fiji
  • Dream Destination: New Zealand

“A Presentation to the Tourism Recovery Task Force in Tulsa” – Show Notes and Highlights

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Show Context: Join Adam Stoker as he gives a presentation to the stakeholders of Tulsa, Oklahoma. Learn about coronavirus recovery strategies, as well as some different marketing tips and tricks to help destinations and their stakeholders navigate this unique time.

Looking at Past Crises

  • To understand the past before moving forward, Adam spoke about previous crises such as 9/11 and the Great Recession of 2008. In these situations, the crises caused changes that produced a new normal. In 2001, it was the implementation of TSA in airports. In 2008, a new normal of marketing to Brazil — a new travel segment — was introduced. Today, the Coronavirus will bring other things to light as the new normal that we can use as opportunities for marketing and travel visitation.

Start Recovering

  • In this recovery period, drive markets are going to be important and Personal Protective Equipment (PPE) needs will need to be evaluated and met. Ask yourself if you need to require certain things. How will you make them available and how will you enforce these new guidelines?
  • In order to start recovering your destination or business, you need to do a few things. Target personas need to be re-evaluated and changed. Pivot your business in whatever way you need to in order to survive. Don’t just do things how they’ve been done before, but how they should be done now.
  • Look at the touchpoints of your destination. Experience your destination like a visitor and change the touchpoints that aren’t providing the best possible positive experience. This is covered in Adam’s new book — “Touchpoints.” 

Recovery Campaigns

  • This campaign will be built on an accelerated timeline. Urgency is critical so the campaign is ready to launch when the market changes in your favor.
  • Look at your business holistically from every touchpoint as mentioned in the previous section. If you need help doing this, refer to Adam’s book.
  • Monitor your target markets so you’re ready to launch in a timely and responsible manner.
  • Create all collateral based on the overarching main message. 
  • If one of these steps doesn’t work, go to the previous step and rework the strategy.
  • With a small budget, look at the necessities and try to get as detailed and tight of a geographic marketing area as possible. Relic uses Simpli.fi to help with this. Geotargeting digital advertising is also good for this purpose.

Resources Mentioned in the Podcast