Marketing efforts for Daytona Beach area to be refined

June 28, 2012 by  

The Daytona Beach area announced earlier this month that it will be developing a new and smarter ad campaign to improve its reach to those tourists around the world who are most likely to come to the area. The visitors’ bureau primarily involved in this marketing will continue, however, to utilize print companies for flyer printing and magazine advertisements, although they want their ads in newspapers and magazines to be more strategic in appealing to these markets.

According to the new president and chief executive officer of the Daytona Beach Area Convention and Visitors’ Bureau, Jeffrey Hertz, the bureau will be developing partnerships with various organizations in order to more cost-effectively promote the area as a tourism destination in magazines and newspapers.

One of these partnerships will be with the CVB; a marketing research firm that has created visitor profiles and is planning to create a database of visitors to the Daytona Beach area, with a view to analyzing this data. It is hoped that such analysis, which identifies the market segment of visitors to the area and where they are staying, will help to reduce the amount of advertising in magazines and get more value from each ad, giving the bureau a key area in which to focus their printed and online advertising. Currently the area runs ads in over 20 magazines, including “Ladies Home Journal”, “Parents Magazine”, “Family Circle” and “Better Homes & Gardens.”

The cost of the database and analysis is expected to be about $40,000 and will be one of the most in-depth of its kind on the tourist market in the area.