Q: How do I decide what media placements are the best for my business or organization?
A: Use the following steps as a guide:
- Identify and decide what your advertising goals are (increasing awareness of your location as a vacation destination, increasing intent to travel to your location, increasing sales, creating leads, etc.).
- Think about where in the U.S. your target is most likely to come from and use this as an aid in choosing market(s). Knowing whether they drive or fly will help to decide whether National, Key Market and/or Regional opportunities are best.
- Set advertising objectives that support your business goals. If you have not set advertising objectives in the past, you can use the results of your participation in the FY17 joint venture program to set a baseline for future goals.
- Decide what sort of budget you'd like to allocate to meeting these goals and objectives, and choose placements that are a good match.
Q: How do I decide what my advertising message should be?
A: Use the following steps as a guide:
- Evaluate your target audience's key attributes, further defining who they are beyond the overview of the Geotraveler.
- Circle back to your business goals and decide if there is a call to action that can be added to your message that will further support you goals. For example, "Click to reserve," "Keep exploring," "Start planning your experience."
- Review the messaging tiers (inspiration, orientation, facilitation) in the How does joint venture advertising work? section of the homepage and decide where your business/goals fit.
Q: How is digital advertising different from print advertising?
A: Digital and Print advertising differ in several important ways:
- Digital opportunities tend to be more "actionable." The consumer can click immediately and learn more about why they'd want to choose your business or location. This helps take the consumer further down the travel planning funnel while their interest is piqued.
- Print opportunities can also be actionable but will most likely serve primarily as a way to increase awareness about your location or business first. This is a good place to inspire the consumer to want to know more about you. Tell them why they'd want to visit Montana and how to start planning their trip.
Q: Why are the CPMs so high if the cost has been negotiated down?
A: All of the online and print placements are specifically targeted to the Geotraveler and/or the Snow Experience Seeker with premium placements negotiated in advance. The more targeted the ads are in the online space (demographically, geographically, etc.), the higher the cost. Every opportunity includes some form of targeting; levels of targeting vary based on media partner. In addition to targeting, premium ad placements have been negotiated. For online advertising, this means ads will be visible when a webpage loads ("above the fold") whenever possible. For print advertising, ads will be placed within premium content and in most instances, within the first half of the publication.
Q: What is a CTR and how do I know if my online ads are performing well?
A: Please see the Measuring Performance section of the Resources page.
Q: Is there a snapshot of all deadlines somewhere?
A: Currently, most of partners provide opportunities for both Winter and Warm season campaigns across the full-year. Deadline for creative assets is 10 weeks before individual campaign launch. Expedia specifically has a reservation and creative asset deadline of August 1, 2016 for Winter and January 1, 2016 for Warm Season.
Q: Who should I send my advertising materials to, once I confirm my ad buy?
A: Please review the "Creative" section in the individual detail pages of the media description. In some cases, your creative assets will be supplied directly to the sales rep. In other cases, your ad materials will be sent to the HY/Shortgrass team.
Q: How does the invoicing for Match Opportunities work?
A: It is the Montana Office of Tourism and Business Development's goal to make advertising affordable so that Joint Venture partners can afford to participate in larger media buys. For the majority of the Match Opportunities, the media vendor will only bill the Joint Venture partner the amount due for their portion of the Match; the remaining cost of the buy will be billed directly to MOTBD. Should you receive a media invoice for the full amount of the Match (Joint Venture cost + MOTBD cost), please contact the HY/Shortgrass team.
Q: Where can I find more information about Montana’s Tourism Industry?
A: The Montana Office of Tourism and Business Development serves the people of Montana with programs designed to develop and promote Montana as an attractive destination for visitors from around the world. Our goal is to work with our statewide partners to create a tourism industry that provides positive benefits for Montana's economy, its communities, and its people. For more information, research, program descriptions and highlights, visit our industry website at www.travelmontana.mt.govBack to Top