in cooperation with:
produced by Octane Creative
651.493.0694
www.OctaneCreative.com ©2007, 08ff
"What a great concept!"
"We can't keep these around."
"We're running out - AGAIN!"
- Door County Information Centers
"We have so many customers tell us that they heard about us on Door Audio Tours." - Leroy's Coffee
"Let us know when we can sign up for next year's Tour." - current businesses on the Tour and those that missed out
It's time! The inaugural Door Audio Tour was a smash success. And year two is underway.
Our notion that an audio tour that replicates having a local driving around with you (with the ability to shut them up at any time) seems to have been right on the money! Our stock of 10,000 complimentary CDs was snatched up with great enthusiasm! In fact, Seaquist's Orchard and Al Johnson's went through over 3,000 discs! Our web site downloads added at least another 10% to the listener base. So, we've learned from our first year and are geared up for year two with the following changes:
NEW DISTRIBUTION: This year, all Visitor Bureau and Information booths will have the CDs as well as each over over 100 "Paper Boy" racks located throughout the county. We'll also distribute at our eight complimentary CD sponsors' locations. We once again will be producing 10,000 discs this year and UNLIMITED downloads via the internet and iTunes.
MORE VISIBILITY: The audio tour will once again be featured on the DoorCounty.com web site, but this year will also be featured on AudioSnacks.com (audio tour collective site) iTunes, and in regular ads in the Peninsula Pulse.
ONLINE COUPONS: Each participant in the Door Audio Tour will be given an all-season downloadable coupon (designed by Octane Creative) that will appear on the Door Audio tour website. For example, "download our online coupon for one free bottle of wine with the purchase of four bottles at DoorAudioTours.com (see sample here).
NEW ONLINE THIS YEAR: Best places in the Door Peninsula to... Our own straw poll featuring the best places in the county to: Tip a pint of good beer, sample wine, get a great cup of coffee, eat a fish dinner, grab a snack, see a variety of art, see a sunset, bite into an apple, get a home-made cherry pie, taste gourmet cooking, cut into a really good steak, eat a bowl of chili, watch the sunrise, take a swim, set sail, hike a nature trail, catch a breathtaking view... You may agree or disagree with our picks, but we'll be open to suggestions for alternative picks. Some of the "best places to…" will be featured in issues of Peninsula Pulse.
BONUS MUSIC: As space on the disc allows, we feature music-only tracks from the musicians that have donated their talents to accompany our tour narrative.
Continuing this season:
CD SPONSORSHIPS: This season we will feature eight premium CD sponsorship positions. These sponsors who help underwrite the production of the complimentary CDs will have a special audio thank you at the end of the tour, be featured with their logo and web site on the CD jacket, and have premium placement on the DoorAudioTours.com web site, and a "recommendation" during the section of the tour that fits their business best. There will be eight premium spots in 2009 - reserve yours today.
RECOMMENDATIONS: We will continue our policy of marketing Door Peninsula businesses through "recommendations" rather than advertisements. Each recommendation is custom-written to get a marketing message across without sounding like an ad. The message replicates a host encouraging a guest to "not miss... ." Recommendations will include a custom audio message, a link, and one downloadable coupon on the DoorAudioTours.com web site. We will reserve the right to limit recommendations in each stop in an effort to maintain the integrity of the Tour. Those who reserve their spot first will be given priority.
WHAT IS THE COST?
For a fraction of the cost of ONE easily-missed ad in ONE issue of the local newspaper, you can expose your message to over three million* people each season! The nice thing about this form of "advertising" is that it doesn't appear to be "advertising". When you flip through the newspaper or a magazine, you can easily turn past an ad to get to the editorial content of the publication. With Door Audio Tours the listener listens through your marketing message as an integral part of their tour of the Door Peninsula. The audio tracks are friendly, informative and linear in nature. There is no chance that the mention of your business will be missed when your area's track is being played.
*Based on DoorCounty.com's seasonal unique web visitors
Advertising versus Marketing: Advertising is a blatant marketing message that is force-fed to the consumer. The message is deliberate and obviously trying to sell the consumer something. The consumer can easily shut out or reject an advertisement. It's an uninvited interruption. A Marketing Message, on the other hand, is an advertising message also, but one that is formed in the consumer's own mind upon hearing about your business (as a recommendation from the audio tour guide for instance). An advertising message that is created by the consumer is a stronger message.
You can hear examples by listing to last season's DoorAudioTour by clicking here.
The Door Audio Tour is the easy, economical and highly effective way to market your business to Door County visitors.
2009 Door Audio Tour Prices will be posted late summer of 2008.
DO THE MATH - COMPARISON COSTS:
By comparison, Door Audio Tours is not only a more effective vehicle for promoting your business, it is also much more cost effective. Compare these 2007 published insertion rates from various print publications:
Key to the Door: (published twice yearly, free distribution) quarter page ad $1060 summer ($300 winter issue) half page ad $1640 summer ($490 winter issue) full page ad $2650 summer ($770 winter issue)
Door County Magazine: paid subscription and newstand - quarter page ad (quarterly) $770 for each of four issues, half page ad (quarterly) $1415 for each of four issues, full page ad (quarterly) $2380 for each of four issues
Door Peninsula Arts Guide: (new this year - free distribution at listed venues and packaged with one issue of Door County Magazine) half page $425, full page $695
Door County Advocate: price for one black and white ad in one issue - 3 column by 6" ad $810
Door County Advocate online ad: $115 to $200 for one week.
Insertion only of your printed advertisement for distribution with ONE issue of the Door County Advocate: $330 for 10,000 issues (you provide the printed piece at your expense).
Keeping the card racks filled throughout the county by Road Runner will cost you $600 for the season (this is for delivery only of your printed piece).
SUMMARY: For a fraction of the price of an easily-missed advertisment in a printed publication, your business can get personally recommended by the Door Audio Tour Guide - a local resident, advising visitors about what to see and do while in Door County. The cost gives you exposure for the entire year Summer, Fall, Winter, Spring - right up to next May's edition. Your message will be custom written to utilize a soft-sell recommendation or suggestion, not a blatant advertisement that can be easily ignored. And, you will be tapped into the marketing power of the heavily-trafficked DoorCounty.com web site - offering FREE downloads by visitors researching their trip(s) to the Door peninsula.
It really should be an easy decision to make.
WE INVITE YOU TO PARTNER WITH DOOR AUDIO TOURS TODAY
For more information please contact Tim Nyberg 651-493-0694 or
.
Sorry - we're sold out for 2008, but it's easy to get on the tour next season!
1) Pick a sponsorship level (Premiere/CD sponsor or recommended partner)
2) Fill out and return the AGREEMENT PDF
3) You will be emailed a proof of your "recommendation" script for your approval.
*non-profits may take a 10% discount
For more information please contact Tim Nyberg 651-493-0694 or
.
WHO is signed up for the 2009/09 Door Audio Tour:
As businesses and towns join the tour, we will add them to this list.
Premium spots
(CD sponsorship - position on CD sleeve):
The Flying Pig, Algoma
The Artists Guild, Sturgeon Bay
Small World Market, Sturgeon Bay
The Galleries of Juddville Junction
Gallery Forty Two / Juddville Clay
The Blacksmith Inn, Bailey's Harbor
Wisconsin Public Radio
Peninsula Pulse
Wilson's Ice Cream Parlour, Ephraim
CD audio track participants:
Village of Ephraim
The Clearing, Ellison Bay
Door County Boat Rentals, Sturgeon Bay
Madison Avenue Wine Shop, Sturgeon Bay
Door County Winery/Bistro 42, Carlsville
Shipwrecked Kelly's, Egg Harbor
Sister Bay Bowl, Sister Bay
Fine Line Designs Gallery, Eprhaim
City of Sturgeon Bay, Visitor Center
