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MINNESOTA MRT MARKETING TOOLBOX <br />Why Market the MRT? <br />Many types of agencies, <br />businesses and people must <br />collaboratively market in order to <br />build an all around positive <br />experience <br />SUMMARY VISION SETTING <br />THE MARKETING NEED <br />According to Explore Minnesota, tourism is an $11.2 billion industry <br />in Minnesota and every $1 invested in marketing Minnesota's <br />amenities, results in a return of $53 in gross sales. <br />http://industry.exploreminnesota.com/side2/emt-tourism- <br />council/value-of-tourism/ <br />It is not enough to just establish the MRT bikeway; you must also <br />build awareness of the route and promote its value over time. MRT <br />designation and signing alone will not result in use. To justify the <br />resources spent mapping and signing the route, resources must <br />also be allocated for long-term marketing to build a positive <br />perception. It is imperative to communicate with potential users <br />regularly to maximize bikeway use and benefits. <br />The MRT product is not just the route, but the experience found <br />along the way. Because many factors contribute to the overall <br />experience, from the scenery to the bikeway conditions to the <br />hospitality in each community, it is important to have a consistent <br />marketing effort across agencies, businesses, and people. <br />CREATE MRT AWARENESS <br />Unfortunately the motto, "If you build it, they will come," rarely <br />manifests itself. Defining and building MRT awareness is an <br />important first step to marketing. Route maps and signs, ribbon <br />cutting ceremonies, inaugural rides, social media and press releases <br />announcing the MRT are viable ways of building awareness. <br />Partnering with local businesses along the way will also help build <br />MRT awareness. <br />CONSUMERS ARE INUNDATED WITH MESSAGES - DON'T NEGLECT YOURS <br />Consumers have unlimited choices and are constantly inundated <br />with advertising and promotions enticing them to spend their time <br />and money. Don't let the MRT get lost in the crowd. Web, radio, <br />social media, television advertisements, and events can serve as a <br />reminder to potential users that the MRT is ready and waiting. <br />BUILD MRT IMAGE, REPUTATION, AND PERCEIVED VALUE OVER TIME <br />Establishing the MRT as a destination worthy of experiencing will <br />require consistent and long-term branding efforts. It is important to <br />identify target users and define an experience that is attractive to <br />them. <br />IMARKETINGI PRODUCT AUDIENCE STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 3-1 <br />