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Destination On The Left

Destination On The Left is a podcast focused on the travel and tourism industry that explores successful collaborations, creative marketing ideas and best practices. Interviews are a mix of Destination Marketers, Industry Leaders, Consultants and businesses in the industry. We explore consumer marketing programs and travel trade marketing programs. This podcast provides an opportunity for professionals in the travel & tourism industry to share what they have learned and successes that they have achieved.
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Now displaying: December, 2016
Dec 21, 2016

In this episode, you will learn about Facebook ad campaigns from Camille Zess, Consultant at Break The Ice Media.

Camille is adept at working in the digital media space. Her passion for creating online and email marketing campaigns shows in the high quality and creative work that she produces. She is an accomplished writer, creating content for social media, websites, blogs, the press, advertising, journalism, and research writing. She has a Bachelor of Arts in Communication from Hiram College and uses her flexibility with words to capture the voice of the brands Break The Ice works with.

Her personal strengths include an advanced understanding of marketing, a talent and passion for copywriting and the ability to produce results.

What you’ll learn about in this episode:

  • What Camille does at Break The Ice Media
  • The importance of staying on top of the changes in the ad dashboard
  • How to choose the right campaign objective
  • Why you need to be clear on the demographics of your audience before launching a campaign
  • How to keep an audience from being too narrow and using lookalike audiences
  • How Facebook judge’s ad images and what makes a good image
  • The new ad tools and why they’re important including website conversion and lead generation
  • Why the best use of your ad dollars isn’t boosting
  • Facebook Campaign work Camille has done for Wayne County’s Annual Apple Tasting Tour
  • How to structure the landing page for a campaign
  • Instagram ads
  • Why weekly monitoring and patience is important with an ad campaign
  • What Facebook’s “Standard Events” and where you need a coding expert

Resources:

Dec 14, 2016

In this episode, you will learn about destination marketing strategies, the benefits of FAM trips, and strategies for businesses to prepare for groups from Rhonda Vaccaro, Vice President and Senior Consultant at Break The Ice Media.

Rhonda has more than 20 years sales and new business development experience. She has worked in technology, environmental services and hospitality and travel industries. She is a master at creating relationships, working with prospects and turning them into sales for Break The Ice Media’s tourism clients. She has a deep understating of sales strategies, relationship development and creating win-win opportunities.

What you’ll learn about in this episode:

  • What Rhonda does at Break The Ice Media
  • How Rhonda works with receptive operators to make their lives easier
  • Marketing and sales tactics that Rhonda uses with receptive operators
  • The proper follow-up and why it’s important in marketing
  • Why Rhonda loves FAM tours
  • The importance of educating everyone involved on how they will benefit from a FAM tour
  • Why communication is key for a successful FAM
  • How to treat your FAM guests as VIPs
  • Remembering to have fun during a FAM tour
  • What a business needs to do before they’re group ready

Resources:

Dec 7, 2016

Sarah Blackwell is a Consultant at Break The Ice Media.

Sarah brings knowledge of the public relations industry to her work at Break the Ice Media, including the ability to write, pitch, and tell a great story. Her experience working with journalists and passion for PR and social media has allowed her to help her clients get great exposure and effectively connect with their target audience. She is a graduate of The College at Brockport, SUNY, with a Bachelor of Science in Journalism/Broadcasting (concentration: PR) and a dual degree in English. She joined Break The Ice Media in 2013, and brought with her hospitality and marketing experience from internships at Disney, Southwest Airlines, American Cancer Society, and Susan B Anthony House. She is very involved with the Public Relations Society of America, Rochester Chapter, co-chairing both the Young PR Professionals and PRism Awards Committee.

Her personal strengths include her ability to find, research, and implement new media. She brings a fresh perspective, creativity, and attention to detail to the client projects that she works on.

What you’ll learn about in this episode:

  • Collaborative PR programs that Sarah works on
  • The work Sarah has done on Haunted History Trail, Cross Border Showcase, and the Finger Lakes vacation region
  • What a Media FAM trip is, why it’s so important, and what makes a FAM successful
  • Strategies on how to use group trips effectively — and why they are losing popularity
  • Strategies for helping journalists do live “pre-coverage” before they write their articles — a strategy that is new to the digital landscape
  • How to build a journalist itinerary (and when to schedule break time)
  • How to fund FAM trips
  • Working with experts to build a FAM trip without dictating
  • The time commitment needed to build an itinerary

Resources:

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