DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slides...
Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching ...
The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objective...
The following presentation is the case study provided by ICMS
Index Communications Meeting Services: the motivation for co...
Digital Destinations
- an online marketing journey….
Peter Mainprice
Managing Director
Index Communications Meeting Servic...
Range and Level of Experience
300 plus events in 20 years
Range of interests incl: Medical, Environmental, Academic
Topics...
The Host Team with ICMS
Registration
Registration Procedure, Briefing
On-site experience
Publicity Research and
outlets, W...
The Market – competition effects
Venues in house offering
Secretaries
Technology - Virtual Conferences
DIY
PCOs – National...
Good PCO or Event Organiser
Build on reputation
Maintain profile
Confidence given
Adaptability in day to day operation
Fle...
Business Objectives
Repeat Business
Referral Business
New Business
Very traditional market place – relatively small
Digital What!
Telecommunications and todays Urgency
Sales Leads to Customer intimacy
Promise of experience – responses or ...
New marketing and journey for
ICMS
• Understand and apply the digital resources
• Revamp company marketing profile
• Devel...
Review Process:
S O S T A C
Competitor Analysis: more social media connections….
Customer reviews, Twitter, Facebook and L...
What’s the Plan - Site
Revamp the site - contemporary
At least give our visitor a benefit
quick service message
profession...
Drive potential customers to site
• Email databases updated and used –
carefully – raise potential
• Delegates become fami...
Incentive/Rewards for Visitor
• Satisfy needs
• Inform to give confidence
• Encourage referral – completed and on-
going p...
Client Sites
• You Tube resources
• Stings and client sales stories
• News blogs
• Use of associated events
• Offer other ...
Change and adoption.
ICMS website: 50% completed – very much
delayed. Will be concluded in the summer.
Launch new company ...
Thanks to:
• Shauna Carroll
• Philip Alford and Team
• Lisa Ashurst and others
Plus
• Fellow Digital Marketing Travellers
Top 10 Tips to Win Business
Tourism Clients
Respond with deadlines Identify needs – all of them
Deliver and exceed expecta...
Conclusion
Destination Managers/Leaders
Business Tourism Experts
Service Providers
PCO
Client Representatives
Culture and ...
The Market – decision multiplier
Corporate 1 : 10 to 1 : 2,000
Association 4 : 10,000
PCO influencer
Destination/venue pro...
• Business Objectives
• The Market
• What species of event animal is a PCO?
• The PCO and the Bournemouth Team
• Sources o...
Source of Business
Associations and Societies
Universities Departments
Language Schools
Hospital Departments
Trade Associa...
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@scho...
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 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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Index Communications

  1. 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. 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. 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. 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. 5. Digital Destinations - an online marketing journey…. Peter Mainprice Managing Director Index Communications Meeting Services
  6. 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. 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. 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. 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. 10. Business Objectives Repeat Business Referral Business New Business Very traditional market place – relatively small
  11. 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. 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. 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. 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. 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. 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. 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. 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. 19. Thanks to: • Shauna Carroll • Philip Alford and Team • Lisa Ashurst and others Plus • Fellow Digital Marketing Travellers
  20. 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. 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. 22. The Market – decision multiplier Corporate 1 : 10 to 1 : 2,000 Association 4 : 10,000 PCO influencer Destination/venue promise
  23. 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. 24. Source of Business Associations and Societies Universities Departments Language Schools Hospital Departments Trade Association Officers NEEDSTARGETED
  25. 25. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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