Some say that Branson does not have enough money to market effectively and still others say that it is a matter of using the funds that are available in a more effective manner. For what it matters, an Ole Seagull would suggest that the amount of marketing money available for a unified coordinated marketing and promotional campaign to market Branson is totally insufficient to do so effectively. And, that’s the good news; the bad news is that even if there was enough money, based on past performance, there is a reasonable doubt that it would be used effectively.
“Whoa now Seagull, what do you base that on?” Well, as an example, let’s look at one of the most dynamic marketing tools to come along in the last one hundred years, the World Wide Web (WWW) of the internet. There were commercial Branson web sites promoting tourism in Branson on the internet by February of 1995. When did the agency receiving millions of dollars from the City of Branson for tourism marketing and promotional purposes finally have a web site up on the internet promoting tourism in Branson? Was it 1995, 1996, 1997, 1998, or later?
Was it before or after, the majority of those providing the marketing expertise and advice to that organization had web sites on the internet and were using them to promote the businesses that they owned, worked for, or represented? If it was “after” does that say anything about either the priorities of those giving the marketing advice or that organizations ability to adapt and change in a timely manner?
“But Seagull, what about the much vaunted marketing expertise of those giving the marketing advice to that organization?” In his 63 plus years of life an Ole Seagull has learned that a person’s title, knowledge, ability, and the organization they work for is one thing and the results achieved in a given situation involving that person is another.
On October 26, Austin McGhie, representing the Sterling Group, the firm hired to conduct a branding study for the Branson Tri-Lakes Area made a presentation to the Branson Board of Aldermen. The study was commissioned by the Branson Lakes Area Chamber of Commerce and CVB, the chamber, and paid for by the City of Branson. A chamber press release on the presentation quoted McGhie as having said, “Our research discovered that there is a Resistor group of people, who look like Branson’s current Loyal customers in ways such as lifestyle and demographics, but they are under the misguided perception that they know what Branson offers and that it’s just NOT for them.”
Some might wonder exactly what “misguided perceptions” people might have about Branson in the summer of 2004. A news article on the meeting, published in the October 29 edition of this paper reported, “Marketers say the tourist driven town of Branson must shake its image of out of date country music shows and overall-clad hillbillies to increase tourism in the city.”
“But Seagull, the need for Branson to change that very image has been common knowledge and discussed publicly for at least a decade. Hasn’t tens of millions of marketing dollars been spent over the last few years trying to change that image and bring more first time visitors to Branson?” Exactly the point and, regardless of who did it, what their expertise was, or how much has been spent, the chambers own study testifies as to the effectiveness of that marketing.
Isn’t the answer more money? Eventually, but for now an Ole Seagull would heartily endorse the recommendation of McGhie at the meeting when he said words to the effect that “If it cost ten dollars a person to get the message across spend ten dollars per person at one destination, get it right at that location, and then move on. Don’t spend two dollars at five different destinations and never get the message across because you are just wasting your money.”
What a refreshing concept, make sure your marketing strategy will accomplish what it is you want it to accomplish before you spend millions of dollars on advertising. In an Ole Seagulls opinion, Branson is running out of time to get it right. Those potential misguided first time visitors that Branson so vitally needs are saying to various destinations vying for their business, “Can you hear me now?” The destinations that hear them best and let them know it will get their business. Said another way, it all depends on whether or not, Branson, the town with “entertainment you can touch, entertainment that touches you” can “reach out and touch” them.
Gary Groman, a.k.a. “The Ole Seagull,” is an independent columnist and the editor and publisher of the Branson Courier. He may be reached by clicking here or by calling 417-339-4000.
