Utah Tourism Conference 2014: A New Tourism Marketing Model for Destinations and Attractions
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How your Tourism Product generates Awareness. How that Awareness can convert. And how to measure that success. DMOs are challenged with measuring their contributions when it doesn't go through their website. Here's a way to connect those dots.
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Utah Tourism Conference 2014: A New Tourism Marketing Model for Destinations and Attractions
- 1. Struggling To Measure Tourism’s Performance? How to convert travelers during Awareness and how to measure that success. Utah Tourism Conference September 24, 2014 Ogden, Utah
- 2. DMO 2.0 Skip Engagement: From Awareness To Conversion Utah Tourism Conference September 24, 2014 Ogden, Utah
- 3. Goals 1. Learn New Ways To Measure Marketing Success From Real Examples 2. Learn How Successful DMOs & Attractions Won In 2014
- 4. DMO 1.0 The DMO bought advertising, engaged the consumer and published Visitor Guides Linear
- 5. Trip Planning Funnel Awareness Consideration Intent Decision Travel Share Marketing strives to increase quantity through the funnel and getting efficiently from one to the next Measure: • Visitor Guides • Web Traffic • Likes • Email • Leads
- 7. DMO 2.0 The DMO creates demand for the brand attributes through Awareness and they Convert. Nimble
- 9. Why Skip Engagement? Awareness Consideration Intent Decision Travel Share Take Consumers to Conversion from Anywhere. You can’t control it anyway. Measure: • Search • Web Traffic • Likes • Email • Leads
- 10. How The Heck?
- 11. Adopt A Publishing Model
- 12. What’s A Good Product?
- 13. What’s a Good Product? ● Memorable ● Unique ● Real ● Quotable
- 14. Caution With Geographic Your mission is to leverage geographic content AND transition to activity Geographic Properties - They are well known but have bucket list baggage. 1 and Done. Activity - People return for the Do. Event - Little planning activity, all returns but the audience mix should be planned. Locals vs. Travelers
- 15. How To Find That Product & Content
- 16. Accountability Transparency inspires trust
- 17. Accountability Transparency inspires trust
- 18. Search Activity
- 19. Feeding Research Into Action Search Volume in Fishing
- 20. Search Activity
- 21. PTAT
- 22. Goals 1. Participants saw real examples of how Destinations skip Engagement with strong Content 1. We shared the process of how to create that content 2. We shared how we measure the travelers passing Engagement on the Web and Visitor Guide Requests going directly to Industry Partners
- 23. Thank You www.slideshare.net/richardaburrell @richardaburrell www.tourismintel.com
Editor's Notes
- nothing to do with how someone behaves, expensive, takes a long time, how do you feel about ?
- Traditional flow
- nothing to do with how someone behaves, expensive, takes a long time, how do you feel about ?
- nothing to do with how someone behaves, expensive, takes a long time, how do you feel about ?
- Research data shows a correlation to our data. Therefore, our budget is working
- Smaller in markets as a percentage of total. Targeted markets increased
- Increase in search volume for brand extension. Traffic not up. Taxes up. Reservations and Vacations increased more than the general keyword
- Hotels, places to stay increased in the total market
- Taxes follow search. But where there’s small population, it’s all product.
- RR drives directly to PTAT in market. PTAT drives to Stakeholders’ reservations/content