Final usus enter2013

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Final usus enter2013

  1. 1. A DMO shifting from”bought and paid for to honest and deserved” marketing - a case from Southern Norway Heidi Sørvig managingdirector
  2. 2. Southern Norway??? ”Sørlandet”
  3. 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. 4. Satisfiedcustomersareour most important marketing assets
  5. 5. Our ”digital starting” in 2010
  6. 6. Vision: Sørlandet are to be no.1 inrepeatvisitation/repurchase
  7. 7. It costs up to five times asmuch todevelopnewcustomers asit does toretainexistingcustomerrelationships(Framnes and Thjømøe, 2003”
  8. 8. • Part oftheNorwegianclus ter program ”Arena”• 74 companiesthatwork in a commitednetwork• Research and Innovation• Digital is
  9. 9. During thevisit EXPERIENCESBeforethevisit Afterthevisit GUEST MANAGEMENT DREAMS SYSTEM MEMORIES REPURCHASE RECOMMENDATION
  10. 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. 11. Ensurepresentation
  12. 12. Attitudes, tools and methods Complaintsarethe best! Are yourcustomerssayin g ”thankyou” or WoW? Everybodyonboard!Want to be best in theindustry?Involveyourcustomers!
  13. 13. Futureroleof DMO?• No longer in ”chargeofthe marketing”• Facilitator to assisttheindustry to be the best – customerexperiencesarekey• Flexible and change-oriented
  14. 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. 15. Thankyou!/hsorvig heidi@visitsorlandet.com

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