Digital Marketing to Meeting Planners - eTourism SummitPresentation Transcript
DIGITAL IDEAS FOR MARKETING TO MEETING PLANNERS ON A LIMITED BUDGET eTourism Summit 2012
VICTORIA ISLEY Chief Operating Officer, DMAI Executive Director,Destination & Travel Foundation @victoriaisley @meetDMAI
OUR CAUSEDMAI protects and advances the success of destinationmarketing worldwide. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES 1.1 1.1 Professional Development 2.1 2.1 At Home 3.1 3.1 DMO Members 1.2 1.2 Career Development 2.2 2.2 In the Meetings Market 3.2 3.2 Allied Members/Sponsors 1.3 1.3 Peer-to-Peer Networking 2.3 2.3 In the Consumer Market 3.3 3.3 Leadership/Governance 3.4 3.4 Professional Management
600 DMO Member Organizations$1.5 Billion Annual Budgets
DMO Group Sales Channel Impact Study In 2011 DMOs influenced 37.5 million room nights (defined by booked for future periods) All Group Room Nights Sold For 2011 DMOs influenced nearly 1 in 5 (19%) DMO of all group room nights for Group Channel their markets (defined by 275 DMO markets) Group room night bookingsSource: DMAI, Tourism Economics grew 4.8% in 2011
DMOs have aone-two punch in promoting their destinations for meetings Inspire planners to choose to select your destination, driving incremental demand for your community Drive/increase attendance to meetings held in your community
San Francisco TravelMPI (WEC) 2012 Social Media Goose Chase Campaign October 11, 2012
San FranciscoMeetingsSocial Media San Francisco Travel has had minimal success promoting the destination through Social Media tools. Primary tool - Facebook [San Francisco Meetings] Secondary – Twitter @MeetinSF
San Francisco MeetingsFacebook
San Francisco MeetingsFacebook
San FranciscoMeetingsFacebook Overall, limited engagement, limited exposure for the destination. Relatively low effort to maintain. Easy way to push out messaging.
San FranciscoSocial Media Engaging Meeting Planners on “Consumer” channels MEETING PLANNERS ARE PEOPLE. They use apps, social media, games – just like everyone else Why not make it fun (and yes informative)
MPICampaignOverview San Francisco Travel “social media” sponsor of MPI World Education Congress in St. Louis. Attendees engaged with San Francisco content using a mobile photo scavenger hunt app called Goose Chase. Goal to engage meeting professionals on destination using San Francisco based content and drive attendees to booth. App available to all show attendees via mobile devices.
MPICampaignValue to Attendees Connects attendees to other attendees using Facebook like interface. Easy signup using email or Facebook. Prizes. Fun!
MPICampaignLink to content onmain convention app
MPICampaignPostcard available toattendees atregistration
MPICampaignStart the GooseChase
MPICampaignPromoting SanFrancisco Developed San Francisco based “missions” to educate and excite attendees about the destination. (e.g. submit a photo of a San Francisco icon) Developed “missions” to push people to our booth and speak to our staff and our partners. (e.g. take a photo of one of the San Francisco Travel Sales Managers in our booth)
MPICampaignValue to San 251 Registered usersFrancisco Travel With 1,800 in attendance: 14% participation rate 3,912 photos taken Average of 15 photos per user 439 Face to Face interactions with our team and Suppliers from 20 missions 22 F2F average per mission Great benefit for our partners
Thanks Chris Clarkcclark@sanfrancisco.travel
New Orleans Convention and Visitors Bureau: $1,000 Paid Search How to Increase Conference or Convention Attendance on a Shoe String Budget
FSC Interactive • Online and Interactive Marketing Agency located in New Orleans, La • Girl Power! • Specialize in Social Media Strategy, Paid Search Campaigns and SEO • Focus in Hospitality and Tourism
McKenzie Coco • Founder of FSC Interactive • Started the company in New Orleans in 2007 • Graduate of Wake Forest University • Loves: New Orleans, travel, people!• Work with New Orleans Tourism MarketingCorporation (NOTMC), New Orleans Conventionand Visitors Bureau (NOCVB), multiple hospitalityclients both locally and nationally.
New Orleans CVBThe New Orleans Convention & Visitors Bureau is a nationally accredited, 1,000-member destination marketing organization and the largest and most successful private economic development corporation in Louisiana.Consistently recognized as one ofthe top five CVBs in the country,the New Orleans CVB iscelebrating its 52nd anniversaryin 2012.
How We Got Here…• In 2011, Travel + Leisure recognized New Orleanians for their local pride, placing NOLA as the number one city on their annual Americas Favorite Cities survey.• New Orleans is constantly being recognized on a national level as a culturally authentic destination• Historically, the summer months (primarily August – September) is one of the “low” seasons for out-of-state travel to New Orleans meaning there was opportunity to leverage the local population• So….New Orleans Convention & Visitors Bureau set out to encourage attendance at a slow time of year on a not-so-well know conference
Enter Paid Search
OverviewThe New Orleans CVB wants to allocate $1,000 toaid the American Academy of Pediatrics conferencein pre-conference marketing.The end goal is to boost conference attendance andshow the Pediatrics conference planners that theNOCVB is a full service, hands-on bureau thatsupplies assistance above and beyond those ofother cities.
How We WANTED To Do ItAds to be directed to a landing page on the NOCVBwebsite where visitors were prompted to enter for aFREE registration to the conference to build databaseand allow for more direct marketing in the future.The landing page and thank you form would behosted on the NOCVB site with Google Analyticsinstalled for tracking purposes to show the value ofthe campaign.
Microsite Add OnsBuild out a more expansive micro-site than the standard CVB template.Include the following add-ons:• YouTube videos that directly relate to the Pediatric attendees’ interests. Suggested videos: Museums, French Market, French Quarter Walking Tours, Julia Street Art, Jackson Square• Twitter Feed of the official conference Hashtag. This will provide awareness of the official messaging coming from the conference, the New Orleans CVB when using the Hashtag and the attendees communicating with the conference. It will encourage others to join the conversation on social media.• Airfare Deals feed from cities around the country to New Orleans during the conference (10/20 – 10/23)• Links to the official conference website
How We Did ItThe ads directed to a landing page on the NOCVBwebsite where visitors were prompted to learn moreabout New Orleans and the conference.The landing page had information about theconference as well as links to various New Orleansassets (videos, coupons, maps, accommodations, and alink to the registration NOT hosted on the NOCVB site.
The Media PlanFive Months PriorGoogle Advertising : $700 will be spent on a highly targeted Google search campaign targeting top national membership areas with keywords describing the conference including keynote speaker, continuing education credits, pediatric specialties and any other appropriate descriptors. The ads will mention the conference name and the contest giveaway. Targeting will include a maximum of four locations.Two Months PriorLinkedIn Advertising: $300 will be spent on LinkedIn Advertising targeting pediatric LinkedIn Groups. All ads will link back to the built out micro-site which includes the supplemental content listed above as well as a link to the official conference website.
Visits to SiteBUT…we couldn’t track conversions, asthe “conversion” was on the otherwebsite.However….
Twitter: E-mail: www.twitter.com/fscnola firstname.lastname@example.org Get More Slides: Facebook:http://www.slideshare.net/fscnola www.facebook.com/fscinteractive
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