Last week Hilton Head Island’s Town Council gave a strong commitment to additional tourism marketing funding. The council awarded $240,000 to be used to market Hilton Head Island in three important niche markets: golf marketing, culinary advertising and additional funds to market our destination’s rich cultural heritage. Every dollar goes directly into advertising for these very distinct areas of the visitor experience.
In addition to the traditional marketing we do year-round, these dollars allow us to reach potential visitors in a very targeted manner. How do we know what they’re interested in experiencing while on Hilton Head Island? We ask them. Everything we do from a marketing perspective is based on consumer-driven research. As the saying goes, we “fish where the fish are.” With limited budgets for marketing, it is extremely important to make sure each dollar spent is directed toward attracting new, upscale visitors to our destination.
When we present to Town Council our plan for exactly where the dollars will go and what the goal of that marketing plan is, we always keep top-of-mind that the funds aren’t for the benefit of the chamber, they’re for the benefit of the entire community. If you think your business doesn’t have much to do with cultural heritage or golf marketing, think again. That visitor who comes to Hilton Head Island because of golf, spends dollars with our local merchants, stays in our hotels and villas, eats in our restaurants and spends money in our grocery stores. That all has an impact on our tax base, your business and your quality of life in the Lowcountry.
Hope your week ahead is productive and successful!