Blog 2017-02-25T18:53:40+00:00

Welcome to the Backyard Marketing Blog

Today’s economy has transitioned from consumer-oriented (emphasis on one-way communication of product and price) to relationship-oriented (emphasis on two-way communication between people you trust). Backyard Marketing has been helping destination marketing organizations make this transition for the past 16 years by providing full contact information on local individuals, many of whom currently hold board/committee positions with state, regional, national, and international associations and corporations. Backyard Marketing clients simply connect with these local insiders, build authentic relationships with them, and include them in the branding and marketing of their destination to the organizations the locals belong to.

Local people are usually eager to help their local economy and share their knowledge and contacts with local destination marketing representatives. They already trust you as a fellow local citizen, and any communication on your part only increases this trust. This blog is intended to discuss the philosophy of this marketing approach more in-depth, dialogue about best practices, and answer other questions you may have such as how to incorporate this philosophy into short and long-term marketing plans, etc.

Don’t Delay Getting Locals Involved

We are often asked, “When is the right time to get a local person involved in bidding on a convention?” Do you wait until there is an actual RFP?   Do you wait until the board is about ready to vote on a future convention?   Do you avoid getting a local involved altogether because it might jeopardize your relationship with the staff meeting planner or executive [...]

Board Members Do Not Attend Tradeshows

What is the quickest and most effective way to get your destination product before top decision makers? Some would argue for Tradeshows, Sales Calls, Email, Phone Calls, Advertising, or Social Media. The problem with each of these methods is that the top decision makers of the organization are usually not the ones attending the trade shows or receiving the communication. After three decades of working [...]

Why Associations Often Hold Conventions in the Hometown of a Board Member

Have you ever noticed that associations often hold conventions in the hometown of one of its board members? The reason is quite simple; the board members have earned it. Hosting a convention in one’s hometown is certainly an honor.  Association members get to showcase their city, hotels, attractions, and even their company.  In a real sense, members of associations are inviting their industry peers to [...]

Don’t Underestimate the Lead-Generation Abilities of Local People

Booking convention business is all about influencing the right people. And what individual is more connected than a board/committee member? We speak regularly to local people who live in our clients’ cities and hold board and committee positions with state, regional, national, and international associations. And we see first-hand the incredible lead-generation abilities locals have. Here is one example: (Tom) is interested in bringing a [...]

Local Recognition is a No-Brainer

This blog has been featuring “best practices” in the convention sales industry.  Another best practice is to recognize local people who help destination marketing organizations and hotels bring conventions to their city. If you do not have a local recognition program in place—consider the following benefits: Recognizing local people who help bring conventions to their city attracts free publicity. Convention bookings are big news, but so [...]

City Profiles Pay Big Dividends

This post is part V in a series of posts on “best practices” to follow when contacting local board members.   Another “best practice” when implementing the philosophy of Backyard Marketing into your sales strategy is to do a thorough analysis of the culture of your city, county, and region.  Researching the culture of your city allows your sales staff to prioritize their limited resources (time, [...]

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