Why and How to Build a New Breed of Consumer-Oriented DMOs

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To be the ultimate local tourism authority today, DMOs should become destination curators, providing highly accurate, current and customized information required for travelers to experience their markets - to increase visitor experience, expenditures and ultimately satisfaction. This session provides an in-depth look at some of the strategic thinking behind “gold standard” principles. Topics will include how destination audits and internet-based research can inform, destination intelligence, DMO effectiveness and ultimately accountability; as well as how website development, social media and email communications can raise the bar for destination stewardship to a new level of utility and effectiveness. No entity is better positioned than a DMO to provide visitors with everything they need to decide how to spend their time and money. Attendees will walk away with several ideas to upgrade their leisure travel programs in this thought-provoking, outside-the-box presentation.

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Why and How to Build a New Breed of Consumer-Oriented DMOs

  1. 1. Why & How to Build A New Breedof Consumer-Oriented DMOs July 17, 2012 | 8:00 am – 9:15 amDoug TraubElaine HendricksMarla Johnson Norris
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  3. 3. DougTraub, APR, CDMEPresident & CEO, Lake Havasu City CVB
  4. 4. The New Foundation for DMOs
  5. 5. The Gold StandardAn official DMO must be an accurate,up-to-the-minute, one-stop shop for allinformation required to experience thedestination, making it fast, easy andsimple for an average adult to discoverand learn about activities, attractions,guest amenities and services.
  6. 6. DMO Transformation
  7. 7. Step 1 - Destination Audit
  8. 8. Step 2 - Visitor Survey
  9. 9. Step 3 - Destination Photography
  10. 10. Step 4 - Destination Website
  11. 11. Step 5 - Information Specialists
  12. 12. Step 6 - Visitors Guide
  13. 13. Step 7 - Social Media
  14. 14. Step 8 - Visitor Center
  15. 15. Step 9 - Targeted Email Program
  16. 16. Step 10 – A Destination Brand
  17. 17. The Gold Standard1. Destination Audit 6. Visitors Guide2. Visitor Study 7. Social Media3. Photography 8. Visitor Center4. Website 9. Email Program5. Info Specialist(s) 10. Brand Image 17
  18. 18. It All Works Together
  19. 19. DESTINATION AUDIT 19
  20. 20. Destination AuditPHASE ONE PHASE THREEActivities ActivitiesAirborne Adventures Airborne Adventures Biplane rides Biplane rides Helicopter rides Helicopter rides Hot Air Balloon rides Hot Air Balloon rides Parasailing Parasailing Seaplane rides Seaplane rides Ultralight ridesLand-Based Adventures & ActivitiesBiking (Mountain Biking; Off Road Biking/Motorcycle) Land-Based Adventures & ActivitiesBird Watching ArcheryBowling (Havasu Lanes) Auto Racing (Bandoleros, Factory Stocks, Legends, Late Models,Camping (tent) Midgets, Powder Puffs, Speed Trucks, Street Stocks)Fishing (Bass, Striper) Beach VolleyballGambling Bicyling (road, mountain biking)Go-Karting Bowling (Havasu Lanes)Golf Camping (tent)Hiking DancingHunting Disc GolfMeteor Hunting (in Franconia near Yucca) Fishing (Bass, Striper)Movies (Movie Havasu, Ultrastar Cinemas) GamblingOff-Roading (ATVs, Dune Buggies, Four Wheeling, Motorcycle, Jeeps, GeocachingQuads) Gold ProspectingPerforming Arts (Concert in the Park (Rotary Park); Grace Arts Live Go-Karting(Downtown); Performing Arts Center at Lake Havasu High School) GolfReading (Mohave County Lake Havasu Branch Library Hiking
  21. 21. Top 25 Attractions and Activities Overnight Past Overnight 2-3 Yrs Past Visitors 3+ Day Visitors All Visitors 12 Months Ago Years Lake Havasu 55.7% 55.7% 47.3% 39.2% 48.2% Swimming 53.3% 56.4% 40.8% 25.8% 42.9% Lake Havasu State 44.8% 44.3% 24.5% 19.8% 33.8% Park/Windsor Beach Sunbathing 40.6% 37.6% 26.1% 21.3% 30.7% Historic Route 66 37.1% 34.4% 34.2% 38.2% 34.6% London Bridge Beach 36.6% 37.4% 42.4% 31.8% 36.3% Walking 33.3% 38.5% 34.5% 40.6% 34.3% Gambling 33.3% 33.3% 32.4% 36.8% 32.5% Fishing 30.3% 31.6% 19.7% 12.9% 24.1% London Bridge 29.9% 28.2% 44.0% 43.3% 35.2% Hiking 28.5% 22.2% 25.4% 16.1% 23.8% Jet Skis/personal 27.9% 22.2% 21.8% 8.4% 20.5% watercraft Shops at Havasu Mall 27.8% 29.8% 16.8% 16.1% 22.1% Main Street / 25.3% 19.8% 12.5% 15.7% 18.4% McCullough Blvd. / uptown shops Havasu Landing 23.7% 14.5% 8.2% 6.9% 13.9% Resort & Casino Laughlin area casinos 22.7% 19.1% 29.9% 30.4% 24.5% Havasu National 22.2% 13.7% 4.3% 5.5% 12.2% Wildlife Refuge Island Fashion Mall 21.1% 11.5% 3.3% 5.1% 10.9% Biking 20.6% 19.7% 15.5% 8.4% 16.3% Route 66 Museum 20.1% 9.2% 9.8% 8.8% 12.0% Golf 20.0% 11.1% 12.0% 3.9% 13.7% Camping 19.4% 17.1% 25.4% 7.7% 19.4% Jet boats 18.8% 13.7% 12.0% 7.7% 15.7% Copper Canyon 18.0% 16.8% 12.0% 9.2% 13.8% 21
  22. 22. Elaine HendricksPartner and Director of Research, The Prism Partnership
  23. 23. VISITOR STUDY 23
  24. 24. Why Conduct A Visitor Study?
  25. 25. The Gold Standard Visitor Study
  26. 26. What Makes It Gold Standard?• The Optimal Methodology• Projectability• Samples All Travelers, not just recent visitors
  27. 27. Methodology
  28. 28. Predictors For Success• Are you talking to the right people?• Are you asking the right questions?• Are you using the right survey tool?
  29. 29. Traditional Methods
  30. 30. Predictors For Success• Are you talking to the right people?• Are you asking the right questions?• Are you using the right survey tool?
  31. 31. A Representative Sample
  32. 32. Predictors For Success• Are you talking to the right people?• Are you asking the right questions?• Are you using the right survey tool?
  33. 33. The Right Questions?
  34. 34. Predictors For Success• Are you talking to the right people?• Are you asking the right questions?• Are you using the right survey tool?
  35. 35. The Online Survey
  36. 36. Importance of Projectable Results
  37. 37. 360° Understanding of ALL Travelers
  38. 38. What Makes It Gold Standard?• The Optimal Methodology• Projectability• Samples All Travelers, not just recent visitors
  39. 39. A Taste Of What You Can Expect
  40. 40. The Gold Standard Visitor Study
  41. 41. Marla Johnson Norris Interactive GoldARISTOTLE, CEO & Founder @marlajono /marlajohnsonnorris Aristotle CEO & Founder /marlajono @marlajono 41
  42. 42. DMO Online Goals1. Create Assets2. Delight Millions3. Engage Them4. Inspire a Visit (Close)
  43. 43. PHOTOGRAPHY
  44. 44. Photography & Video Audit1. Represent all asset types2. People doing things3. Diversity – show your audience4. Unique sense of place5. Partners and members6. Emphasize your authentic brand7. Plan for updating
  45. 45. DESTINATION WEBSITE 45
  46. 46. Content 46
  47. 47. Owner of the Content1. Slice it up: Stories, Pix, Vid, Maps, Weather, Data on YOUR product inc. events2. Put it back together for the visitor. Package it. Map it.3. Get action.4. Close
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  73. 73. Right now 25% of U.S.mobile users access theweb via MOBILEONLY. Source: Global Mobile Statistics 2012
  74. 74. MOBILE PHONES will overtakePCs as the most common Web accessdevices WORLDWIDEby 2014. Source: Global Mobile Statistics 2012
  75. 75. 81
  76. 76. 82
  77. 77. iPhone App 83
  78. 78. 85
  79. 79. MONTHLY View Your Inbound Machine! Pay-Per- Click Mobile Social Pages PromoWeb SEO & Blogger Measure it! Content Outreach Review Banner Ads Websites Social Updates
  80. 80. BOOKED ROOMSSALES LEADS Subscribers TRAFFICFans & Followers 87
  81. 81. 88
  82. 82. SOCIAL 89
  83. 83. 2 Months11.6 Million Reached 40,000 Check-ins 94
  84. 84. EMAIL PROGRAM 95
  85. 85. .
  86. 86. Legitimate emailusageis far larger thansocial media,total searches,and even totalinternet page viewscombined.
  87. 87. In the Internet Age,email has become themost common uniqueidentifier anindividual possesses,more valuable thantraditional means ofidentity.
  88. 88. Your DMO Enewsletter Plan1. More subscribers2. More deliveries3. Higher open rates4. Higher click throughs5. More conversions
  89. 89. 100
  90. 90. Thanks!

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