DAN: IT'S NOT LIKE A REAL BIG
MARKETING CAMPAIGN.
IT'S A TINY ONE.
♪
ANNOUNCER: THE DAN YORKE "STATE
OF MIND" PROGRAM IS BROUGHT TO
YOU IN PART BY LOOKOUT RHODE
ISLAND AND TACO COMFORT
SOLUTIONS.
DAN: THERE'S A HEADLINE -- THE
TRUTH OF THE MATTER IS THEY JUST
DID IT ANYWAY.
IT'S ALREADY GOING ON.
WHAT IS IT?
A NEW MARKETING
STRATEGY
BEING EMPLOYED UNDER COMMERCE
WHICH HAS PEOPLE TALKING, WHICH
IS FINE, BECAUSE THAT'S WHAT
MARKETING CAMPAIGNS DO, BUT I'M
NOT SURE EVERYONE GETS THE G
IST.
MIKE STENHOUSE IS HERE ON SOME
POLICY ISSUES.
LARA SALAMANO IS HERE TO TALK
ABOUT THIS.
♪
DAN:
I WILL CHAT OVER THIS
BECAUSE THERE'S NO AUDIO.
YOU CAN'T EXPLAIN IT ON THE
RADIO BECAUSE IT IS DIGITAL
VIDEO.
I'M TRYING TO EXPLAIN WHAT THIS
STUFF IS ALL ABOUT.
THESE ARE SEVEN SECOND CLIPS
THAT ARE PART OF A NEW MARKETING
STRATEGY EMPLOYED BY THE STATE.
WE WILL PLAY A FEW MORE IN A
COUPLE OF MINUTES.
LET'S INTRODUCE LARA SALAMANO,
THE CHIEF MARKE OFFICER --
YOU'RE NOT THAT KIND OF OFFICER.
NOT PULLING ANYBODY OVER.
WHAT DID YOU START HERE?
MIKE: WE STARTED GETTING
VISITATION -- LARA: WE STARTED
GETTING VISITATION.
WE HAVE TALKED FOR SO LONG ABOUT
THIS.
WE ARE ON A ROLL HERE.
WE'VE BEEN CONSTANTLY MARKETING
THE STATE OF RHODE ISLAND FOR 16
MONTHS ON A DAILY BASIS.
NOW, WE ARE OUT WITH SOMETHING
THAT WILL BREAK THROUGH THE
CLUTTER.
WE HAVE DIGITAL ADS THAT COULD
EVOLVE INTO TELEVISION ADS AND
PRINT ADS.
IT HAS A LOT OF LEGS, THIS
IDEA.
IT IS NOT A TAGLINE OR A MOTTO.
IT IS A STRATEGY.
WE NEED TO BREAK THROUGH THE
CLUTTER.
WHEN SOMEBODY IS LOOKING FOR A
TRIP, YOU WANT THEM TO STOP AND
SEE SOMETHING INTERESTING AND
CLICK ON IT AND GO TO OUR
WEBSITE, VISITRHODE
ISLAND.COM,
AND SAY I LOVE THAT, I WANT TO
GO THERE.
DAN: IF I WAS THE BOSS, IF I WAS
THE GOVERNOR, I WOULD BE SAYING
LET'S ESTABLISH A BUDGET.
BEFORE WE SPEND ANY MONEY, LET'S
ESTABLISH WHO WE ARE.
THAT'S THE MODEL
.
THEREÁALMOST AN ANALOGY
-- THE
PAWSOX COOLER AND WARMER IS TO
FILL IN THE BLANK WHAT YOU ARE
GOING TO DO.
THAT'S NOT WHAT WERE DOING HERE.
EXPLAIN THE NUANCE, PLEASE.
MIKE: WE ARE THE OCEAN STATE.
STATE.
THAT DOESN'T CHANGE.
WE NEED TO ADVERTISE TO PEOPLE.
DAN: IT WAS PRESENTED
AS THIS IS
WHO WE ARE GOING TO BE TO THE
WORLD.
THIS IS THAT CAMPAI
YOU JUST TESTED THIS AND PUT IT
OUT AND ALREADY HAVE IT WORKING
EFFECTIVELY AND YOU HAVE METRICS
TO PROVE IT'S WORKING.
YOU KIND OF ACTED AND ASKED FOR
PERMISSION LATER.
NOW THAT IT WORKS, PERMIION
GRANTED.
LARA: WE TESTED THIS.
THIS WORKS.
THIS IS A PROVEN CONCEPT.
WE TESTED THE WATERS WITH THE
AMAZON VIDEO CONNECTION.
DAN: THE AMAZON PRESENTATION TO
LURE AMAZON HERE.
WHICH IS ANOTHER STORY.
LARA: WE PUT IT OUT THERE.
WE DID SOME SURVEYS AND ASKED
PEOPLE THAT WE PUT THIS CONCEPT
OUT THERE OVER A FEW MONTHS AND
IS THIS GOING TO WORK.
WE WERE GETTING 20% HIGHER
SUBSTITUTION RATES -- WE KNOW
IT'S WORKING.
WHAT WE ARE TRYING TO DO HERE IS
APPEAL TO THE CONSUMER.
I DON'T KNOW THAT THEY CARE
ABOUT THE OCEAN STATE.
IS THIS INTERESTING?
DO I WANT TO TAKE A TRIP THERE?
YOU ARE TRYING TO BREAK THROUGH
THE CLUTTER AND CREATE AWARENESS
AND LOYALTY.
I LOVE TO
BC13
WE HAVE ONE OF THE BEST GREEN
TRAILS EVER.
DAN: YOU ARE TARGETING VACATION
BEHAVIOR.
ACTIVITIES THAT PEOPLE LIKE THAT
THEY WILL TRAVEL TO DO IN
DIFFERENT PLACES.
WITH THESE LITTLE VIGNETTES,
SEVEN SECONDS -- GEOGRAPHIC
REACH IS WHAT?
LARA: WE'VE DONE SOM RESEARCH
TO GET US TO THIS PLACE.C13
NOTHING IS EVER JUST, OH,
THIS IS A GOOD IDEA --
EVERYTHING IS STRATEGIC.
THAT IS STRATEGIC MARKET6 C13
WE NEED TO GET RESEARCH AND
UNDERSTAND OUR CONSUMERS.
E RESEARCHED WHO WAS COMING
HERE.
WE UNDER INDEX WITH
MILLENNIALS.
WE HAD TO COME UP WITH SOMETHING
THAT WOULD RESONATE WITH THEM
AND NOT ALE ELSE.
THEY ARE THE LARGEST
DEMOGRAPHIC, THEY WIC13
GREATEST DISCRETIONARY INCOME AS
THEY GROW.
THE OTHER THING THE RESEARCH
TOLD US WAS WE HAD ALWAYS
TARGETED 200 MILES OUTSIDE OF
THIS STATE.
FOR ME, AS A MARKETER, I THOUGHT
THESE PEOPLE ARE NOT COMMITTED.
THEY CAN CANCEL THEIR VACATION.
YOU CAN BOOK A HOT C13
HOURS.
DAN:
IF THEY ARE FLYING
SOMEWHERE, IT'S ANOTHER
STORY.
MIKE: THE INTERNATIONAL TRAVELC13
STAYS LONGER AND SPENDS MORE.
YOU HAVE SOMEONE WHO'S GOING TO
FLY HERE AND BE COMMITTED TO
COMING, THEY WILL COME.
WE REALIZED
THAT THE
MID-ATLANTIC, WE NEEDED TO
TARGET THAT.
NOW, WE HAVE ALL THESE GREAT
FLIGHTS -- LET'S GO INTO SOME OF
THOSE MARKETS.
WE NEED TO GET PEOPLE ON SEATS
TO KEEP THOSE FLIGHTS FULL.
WE ARE 300 MILES OUT TO NEW
YORK, NEW ORLEANS, DENVER -- A
MUCH LARGER REACH.
DAN: WHO CAME UP WITH "FUN
SIZED?"
LARA: A PARTNERSHIP3
OURSELVES AND OUR REGIONAL
PARTNERS -- ITS RESEARCH.
THESE GUYS ARE WONDERFUL.
THEY UNDERSTAND THE NUANCES OF
RHODE ISLAND.
WE ARE PASSIONATE PEOPLE.
WE KNOW OUR STATE.
WHEN YOU LOOK AT TOURISM ADS,
IT'S A BUNCH OF OCEANS, A BUNCH
OF PEACHES -- BEACHES, IT ALL
LOOKS THE SAME.
THEY DID A GREAT JOB AT LOOKING
AT THAT AND UNDERSTANDING --
DAN: YOUR BUDGET IS WAY TOO
SMALL.
THIS IS A FRAGMENTED STRATEGY,
AND NUANCED DIGITAL STRATEGY.
ON YOUR PHONE,
TABLET, COMPUTER
-- LESS PAID MEDIA, LIKE THE
COMMERCIALS ON THIS SHOW.
FUN SIZE DOESN'T
COVER WHO WE
WANT TO BE TO OURSELVES.
IF YOU KING COOLER AND
WARMER, THAT WAS A B6 C13
A TINY BUDGET, THE CREATIVE WAS
DISSED AND WE WERE DEAD IN THE
WATER.
WE NEED A BIGGER PICTURE
DISCUSSION OF EXTERNAL AND
INTERNAL FEEL GOOD RH C13
STUFF.
MILARA:
YEAH.
WHAT WE HAVE DONE HAS BEEN VERY
SUCCESSFUL.
WE ARE CREATING AWARENESS.
YOU HAVE TO WORK WITHIN THE
MEANS YOU HAVE.
EVEN IF YOU ARE AT -- I WORKED
AT NICKELODEON FOR MANY YEARS.
BECOMING A BRAND
-- THERE WAS AN
VOLUTION TO THAT.
IT WAS A START UP.
THERE WAS SOCIAL AWARENESS OUT
THERE --
DAN: SIZE COULD BE THE CONCEPT.
FUN SIZED, BITE SIZED, THE
BREWERIES -- HERE'S THE THING --
I SUPPORTED THIS YESTERDAY AND I
GOT A LOT OF FEEDBACK THAT YOU
VIOLATED TRADEMARKS WITH M&M
MARS.
WHAT'S THE FUN SIZED LEGAL
PROTECTION HERE?
LARA: THAT WAS THE FIRST THING
WE CHECKED OUT.
NOBODY HAS THAT TRADEMARK.
DAN: YOU WOULD BE FIRED TOMORROW
IF YOU HADN'T CHECKED THAT OUT.
LARA: THERE'S A LOT OF SLY
PEOPLE WORKING ON THIS WITH ME.
DAN: LASTLY,
I GUESS WE SHOULD
HAVE DIFFERENT EXPECTATIONS FOR
THE WAY YOU GUYS ARE DOING
BUSINESS AND TAKE THE
TEMPERATURE DOWN A BIT.
LARA: AGAIN, OUR JOB IS TO GET
VISITORS HERE.
WE EMPLOY 80,000 JOBS
-- WE ARE
THE FIFTH LARGEST INDUSTRY IN
THE STATE.
IT'S CRITICAL THAT WE KEEP
GETTING VISITORS HERE.
WE DID BRING REGIONAL PARTNERS
IN.
ALL THE REGIONS ARE NOW USING IT
FOR THEIR ADS.
THEY ARE WORKING OFF EACH
OTHER.
RATHER THAN JUST MY 5 MILLION,
IT'S STACKING UP WITH ALL THE
REGIONS.
IT IS FUN.
DAN: GREAT JOB.
LARA: NICE TO SEE YOU.
DAN: MIKE STENHOUSE
IS NEXT.
HE WILL RAISE SOME HECK.
STAY WITH US.