Hi All. I wanted to pass on a message to anyone out there who is involved with an rural Alaska tourism business seeking assistance in launching or growing their business. Here is a note sent out by Dru Garson, Tourism Development Specialist with the State of Alaska:

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Greetings!
 
The Alaska Department of Commerce, Community & Economic Development, Office of Economic Development is pleased to announce the call for applications for the second round of our tourism mentorship program.

The Tourism Mentorship Assistance Program (TMAP) is an 18 month tourism business development program funded by the U.S. Economic Development Administration and partners current successful business owners in Alaska’s visitor industry with potential business owners committed to furthering the development of the visitor industry in Alaska’s rural areas.

TMAP will provide potential entrepreneurs with an opportunity to work with experts in the visitor services industry and assist them in developing their marketing, advertising, management and other skills related to developing a tourism business.
 
Currently, we are recruiting entrepreneurs in rural Alaska (lodging/B&B’s & guiding operations are highly encouraged to apply) and successful tourism business owners throughout the state to serve as mentors. Included in this packet are the application materials and a brochure that includes additional information about the program.

If you know anyone interested in this opportunity, please feel free to forward this information to them. Applications are due October 15th, 2008 and can be submitted by mail, email or fax.  If you have any questions about the program or about our services, please feel free to contact us anytime.  And for more information, check out the TMAP website here.

Sincerely,


Dru Garson
Tourism Development Specialist, Office of Economic Development
(907) 465-2162
Dru.garson@alaska.gov

Odin Brudie
Tourism Planner, Office of Economic Development
(907) 465-5466
Odin.brudie@alaska.gov

I just attended an luncheon for my local marketing club, and the speaker was with a multi-national branding agency who talked about brand strategies for some huge, multi-national clients.

The talk was thought-provoking and on many counts had some really excellent points on developing a brand image that resonates with target customers. It also had loads of pretty pictures and logos and fonts to back up the brand that probably cost a gazillion dollars.

It was most interesting, though, to hear the answer to a question about how their branding process was impacted by the proliferation of social media and other Web 2.0 means for people to communicate. Her answer was that it is a place for brands to hear what customers have to say and respond quickly. That was it.

I followed up and asked if they felt that their process for developing a brand responded to consideration of all these new ways people were conversing about brands online, but the answer I got was that their client communication was the thing impacted by Web 2.0 tools, not target custoemr communication.

How can a huge company that helps organizations around the world with brand image not require that their process and thinking be proactively influenced by these new communication styles? How can an agency that is paid humongous gobs of money only be able to see Web 2.0 communication venues to be a place for reactive response for a brand?

I am still trying to grasp this, but my first thought is that this represents a real competitive advantage for smaller businesses who do not have astronomical budgets to afford branding agencies.

Can it not be argued that being brand focused AND proactively reaching out to online communities with a brand message can be more powerful than all the millions of dollars spent on branding and implementation by large companies? I am not saying it is easy, but to me it seems that smaller businesses have the agility and scale to do it more successfully and consistently.

What are your thoughts?