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Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
Index Communications
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Index Communications

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Index Communications Meeting Services:  the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning …

Index Communications Meeting Services:  the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning opportunities to the benefit of our Clients. Also, to increase a provide a positive profile within social media domains, securing further  referrals which will result in repeat business. Through our involvement in this programme Index Communications has benefited in receiving a fresh input, away from Company day to day pressures, from the University Team and our co-horts which has assisted in identifying areas of development for our future sustainability.

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  • 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  • 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  • 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  • 4. The following presentation is the case study provided by ICMS Index Communications Meeting Services: the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning opportunities to the benefit of our Clients. Also, to increase a provide a positive profile within social media domains, securing further referrals which will result in repeat business. Through our involvement in this programme Index Communications has benefited in receiving a fresh input, away from Company day to day pressures, from the University Team and our co-horts which has assisted in identifying areas of development for our future sustainability.
  • 5. Digital Destinations - an online marketing journey…. Peter Mainprice Managing Director Index Communications Meeting Services
  • 6. Range and Level of Experience 300 plus events in 20 years Range of interests incl: Medical, Environmental, Academic Topics: Delegate Numbers: 15 –1500 Exhibition: 5 – 55 companies Wide range of venues: UK, Europe and USA Launch of organisations, charities and conferences Association consultancy and management Plus Corporate educational events
  • 7. The Host Team with ICMS Registration Registration Procedure, Briefing On-site experience Publicity Research and outlets, Web and Print Abstracts Manager Logistics Exhibition Sales and Manager Plan and Products Sales Support Accounts Reporting, Systems/Procedures Programme Invited Speakers briefing Plan, Print/CD Distribute Venue Management Consultant Overview Social and Tours Logistics
  • 8. The Market – competition effects Venues in house offering Secretaries Technology - Virtual Conferences DIY PCOs – National and Core International Event Organisers Higher expectations from customers/delegates 24hr Society
  • 9. Good PCO or Event Organiser Build on reputation Maintain profile Confidence given Adaptability in day to day operation Flexibility and familiarity OUTCOME: Climb hierarchy
  • 10. Business Objectives Repeat Business Referral Business New Business Very traditional market place – relatively small
  • 11. Digital What! Telecommunications and todays Urgency Sales Leads to Customer intimacy Promise of experience – responses or pro-activity for clients Facilities and standards – IT Cloud, mobile working Digital Marketing Easy ….. To waste; skill to manage? Target ‘overload’ Yes: lost communications. Credibility
  • 12. New marketing and journey for ICMS • Understand and apply the digital resources • Revamp company marketing profile • Develop expertise for event marketing too • Catalyst to make it happen • Meet and share with other companies
  • 13. Review Process: S O S T A C Competitor Analysis: more social media connections…. Customer reviews, Twitter, Facebook and Linkedin: Outcome: Not managed, out of date ‘Target’ analysis – client needs. Life style and ambitions Existing Site assessment – no social media, wordy, out of date images, analytics Appeal to SEOs – tools and skills needed
  • 14. What’s the Plan - Site Revamp the site - contemporary At least give our visitor a benefit quick service message professional benefit (links) Credibility All contribute to confidence and a positive experience
  • 15. Drive potential customers to site • Email databases updated and used – carefully – raise potential • Delegates become familiar with resources on site (self and referral potential) • Linkedin
  • 16. Incentive/Rewards for Visitor • Satisfy needs • Inform to give confidence • Encourage referral – completed and on- going projects, skills connected with events • Create buzz
  • 17. Client Sites • You Tube resources • Stings and client sales stories • News blogs • Use of associated events • Offer other rewards: Pod casts of materials, promise of subject matter
  • 18. Change and adoption. ICMS website: 50% completed – very much delayed. Will be concluded in the summer. Launch new company connected services Client Sites: evolving rewards: more hits, improved contact harvesting – will this lead to more delegate? Allocate time to advance and review
  • 19. Thanks to: • Shauna Carroll • Philip Alford and Team • Lisa Ashurst and others Plus • Fellow Digital Marketing Travellers
  • 20. Top 10 Tips to Win Business Tourism Clients Respond with deadlines Identify needs – all of them Deliver and exceed expectations Innovate Listen to Feedback Cultural Responsibility Co-hesion Consistency Handle problems positively Focus on your game
  • 21. Conclusion Destination Managers/Leaders Business Tourism Experts Service Providers PCO Client Representatives Culture and Beautiful Experiences Organisers coming back or selling for you
  • 22. The Market – decision multiplier Corporate 1 : 10 to 1 : 2,000 Association 4 : 10,000 PCO influencer Destination/venue promise
  • 23. • Business Objectives • The Market • What species of event animal is a PCO? • The PCO and the Bournemouth Team • Sources of Business • What Works • Top 10 Tips Introduction
  • 24. Source of Business Associations and Societies Universities Departments Language Schools Hospital Departments Trade Association Officers NEEDSTARGETED
  • 25. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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