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Final usus enter2013

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  • 1. A DMO shifting from”bought and paid for to honest and deserved” marketing - a case from Southern Norway Heidi Sørvig managingdirector
  • 2. Southern Norway??? ”Sørlandet”
  • 3. What to do?• Primarilydomestic market• Limited resources (money)• More important to be ”local champion” than world champion• Little or noknowlegdeofthe digital marketing shift
  • 4. Satisfiedcustomersareour most important marketing assets
  • 5. Our ”digital starting” in 2010
  • 6. Vision: Sørlandet are to be no.1 inrepeatvisitation/repurchase
  • 7. It costs up to five times asmuch todevelopnewcustomers asit does toretainexistingcustomerrelationships(Framnes and Thjømøe, 2003”
  • 8. • Part oftheNorwegianclus ter program ”Arena”• 74 companiesthatwork in a commitednetwork• Research and Innovation• Digital is
  • 9. During thevisit EXPERIENCESBeforethevisit Afterthevisit GUEST MANAGEMENT DREAMS SYSTEM MEMORIES REPURCHASE RECOMMENDATION
  • 10. Secureshort- termresults, whiledevelopin gstrategic and long-termVisitor Corporate Socialexperiencesand analog Responsibilityrepeatvisitation/repurchase ERM systems CRM systems digital Management systems (RevenueMangement) 2012 2016 Time
  • 11. Ensurepresentation
  • 12. Attitudes, tools and methods Complaintsarethe best! Are yourcustomerssayin g ”thankyou” or WoW? Everybodyonboard!Want to be best in theindustry?Involveyourcustomers!
  • 13. Futureroleof DMO?• No longer in ”chargeofthe marketing”• Facilitator to assisttheindustry to be the best – customerexperiencesarekey• Flexible and change-oriented
  • 14. So whatabout Southern Norway?• Constantlytrying to keep up withchanges.• Clusternetworkbasedonindustryneeds.• Knowlegde-basedorganizationwithhigh digital focus.• No prestige in doingeverythingourselves – better to partner withthe best. MEET THE CUSTOMER WHERE THE CUSTOMER IS!
  • 15. Thankyou!/hsorvig heidi@visitsorlandet.com