Swts.durango

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  • AAdvantage, CRM for affinity program, Ritz Carlton, Hotels.com. Learning theory from psychology/marketing. brushing teeth and atm card
  • Move to the new model
  • takes years, you’re already behind∂
  • silos of efforts but also Industry Partners
  • how many in the content marketing model? that focus is dependent on these best practices on the use of data. takes time, must start now
  • manage the engagement to referrals
  • IPs need to market up through, listings, mobile, deliver the brand message give content, video, photos
  • Swts.durango

    1. 1. Southwest TourismSummit2013How Durango WinsColorado TourismR. A. Burrell, CEOInternet Honey
    2. 2. Colorado
    3. 3. PurposeMillions of people come to Colorado everyyear.• How does Durango get them to chooseDurango?• What does it take for Durango to win?• We’ll reveal what prosperous communitiesfrom across the USA do to lift everyone,why people choose Durango and howDurango is winning, or not.
    4. 4. The new Tourism model:Psychographic andbehavioral targetingbased on Signals andResponses that drivedownstream contribution.
    5. 5. Results
    6. 6. Traditional Marketing: by Market
    7. 7. DMA Targeting
    8. 8. The FunnelThe Hourglass• Awareness• Engagement• Conversion [Signals]
    9. 9. The Hourglass• Awareness• Engagement• Conversion [Signals]• Lead Referral• Downstream– Booking, Shopping– Activity, Dining
    10. 10. Somewhere USA“Finding Foodies”
    11. 11. The ChallengeData ShowedTraditional markets, Dallas, Houston areexpensive to mass market.Research SaidFoodies are beautiful people; multipleseasons, perishable experience, gooddemographics, defensible and own-ableproduct
    12. 12. Silos: Good for Grain, Not Tourism
    13. 13. Disintegration Dysfunction
    14. 14. New Travel Behaviors
    15. 15. GOVERNOR Process
    16. 16. Seriously• 47% of Trip Planning sessions start onsmartphone• 38% of Trip Planning sessions start on desktop• 15% of Trip Planning sessions start on tablet• 90% of mobile search, take action in 24 hours• Top actions from a mobile phone in travel– Call– Map– Book
    17. 17. BrandWhat is the value of all theseyears?What are we missing?
    18. 18. Industry PartnersResponsibility
    19. 19. The Hourglass• Awareness• Engagement• Conversion [Signals]• Lead Referral• Downstream– Booking, Shopping– Activity, Dining
    20. 20. Thank You Durango!R. A. Burrell, CEOwww.slideshare.net/richardaburrell@travelwagglewww.internethoney.comInternet Honey

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