Bucket list marketing

Competition for tourists’ dollars has always been fierce. And with the advent of social media, the battle between states has become even more challenging. Today, many visitors, particularly Millennials and Gen Zs, are taking the mentality of “pics or it didn’t happen.” According to Forbes, 40% of individuals under age 33 now prioritize “Instagrammability” when choosing their next vacation spot.

Last week, companies from across our state gathered in Hot Springs for the 45^thAnnual Arkansas Governor’s Conference on Tourism to discuss this marketing challenge. How can entities reach diverse audiences, including the ever-elusive young adult demographic and ensure Arkansas remains a top destination?

Use influencers: Not every state can afford to pay for expensive commercials with big-name celebrities like California. But that doesn’t mean Arkansas can’t use the power of influencers. In fact, many of our state’s companies are already teaming up with micro-influencers, or those with 10,000 followers or less, to market their venues, products or services. And there’s still plenty of room to grow. Take, as an example, how influencers could help promote Northwest Arkansas as an international outdoor destination. For a small fee or trade out, influencers could take photos or live videos of local trails, hikes or bike shops with the hopes of encouraging fans to do the same.

Go straight to the source: Thanks to affordable and easy-to-use data systems, companies no longer have to rely on generic outreach. They can easily see tourists’ areas of interest and use this information to tweak marketing materials to improve response and visit rates. If El Dorado, for example, saw a potential guest was searching online for cultural amenities in South Arkansas, it could send a postcard about the Murphy Arts District. Or, if the Downtown Little Rock Partnership wanted to target parents looking for local spring break ideas, it could send a printed guidebook with information about the Clinton Presidential Center, Historic Arkansas Museum or Museum of Discovery. With data, the possibilities are endless.

Catch the eye: Whether 25 or 65 years old, visitors are always on the lookout for their next social-media worthy moment. Destinations can catch tourists’ eyes—and dollars—by using captivating wide format graphics. By creating accent walls, custom wallpaper, murals or bold signage, companies can ensure their locations are must-see items on any visitor’s list. To further the social media shareability, entities can also pair these interior or exterior graphics with props such as postcard or hashtag cutouts.

Say it with swag: Every social media user is familiar with celebrity and influencer “unboxing” videos from FabFitFun or HelloFresh. Unfortunately, many businesses in our state don’t have the budget to afford this marketing tactic. However, companies can create the same envy-evoking experiences by offering followers or other brand ambassadors swag boxes or promotional items like bumper stickers that spread their messages far and wide.

From Crystal Bridges to Lake Ouachita to Johnny Cash’s Boyhood Home in Dyess, Arkansas is full of attractions visitors of any age and background can enjoy. And with effective marketing, it will remain on tourists’ bucket lists for decades to come.

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Editor’s note: Kent Middleton is co-owner and CEO of Magna IV, a print and marketing business located in Arkansas for more than 40 years. For more information, visit magna4.com or email [email protected].