Destination Marketing

Promotion to maximize visitation!
Destination
Marketing
BY
SACHIN K BANSAL
SB@CREATINGDEMAND.ORG
CREATE BRAND MARKET
www.creatingdemand.org
Impacts on
Society and
the
Environment
Copyright 2014-2015 Presentation by: Sachin Bansal

Promotion to maximize visitation
Destination marketing organizations act as
the community, county or local authority
leader in tourism marketing and
development.
An umbrella organization that solicits and
services all types of travelers. Essentially
an information clearinghouse, convention
management consultant and promotional
body for the community
Promotion to MAXIMIZE VISITATION

1.  Creates a unifying focus for all public, private,
and non-profit sector organizations that rely on
the image of the place and its attractiveness.
2.  Brings increased respect, recognition, loyalty,
and celebrity.
3.  Corrects out of date, inaccurate or unbalanced
perceptions.
4.  Improves stakeholder revenues, profit margins,
and increases lodging tax revenues.
5.  Increases the attractiveness of local products.
6.  Increases the ability to attract, recruit, and
retain talented people.
Manage The Whole Visitor ‘Experience’
Manage The Whole Visitor ‘Experience’

Pursuing visitor numbers
1.  Provides the foundation for future product development, new businesses and
investment.
2.  Enhances civic pride and advocacy.
3.  Allows a faster recovery if the place is affected by a crisis, such as a natural disaster or
bad publicity.
4.  Results in a lower turnover rate of businesses in prime locations.
5.  Expands the size of the pie for stakeholders to get a larger share, rather than having to
rely on pricing to steal share.
6.  Contributes toward a broader economic base.
Pursuing visitor numbers

Servicing Seasonal Waves Of Low-yielding
The marketplace is now focused on
direct relationships, controlled by
the consumer.
1.  The marketplace in which we operate
has fundamentally shifted toward the
consumer.
2.  Marketplace no longer exists for nearly
every consumer good, category or
industry.
3.  Transition from a product-focus to a
consumer-focus
Servicing Seasonal Waves Of Low-yielding

Visitors to enjoy a
deeper and more
personal interaction
Tourists expect more information
than we can provide.
1.  Do not underestimate the penetration
of technology into our daily lives.
2.  The consumer now has the ability to
find unbiased information about
anything on the planet.
Deeper and more personal interaction

Appreciate the local environment and the
community
The standard approach -
1. Start with the product
2. Get to know it as well as possible
3. Think about it long and hard, to understand it, its history,
character and "soul"
4. Understand who is currently visiting – and why
5. Decide who else it might appeal to and who to attract
6. Plan how to reach them.
Appreciate the local environment

Consider consumer research, industry structures
Parallels -
1. Understand market trends
2. Identify attractive, fruitful markets – potentially new ones
3. Get under their skin and understand what will appeal to them
4. Look at the current product from the potential visitors? perspective – as critically as
possible
5. Influence product development using the above information
6. Before packaging and positioning the product to appeal to key target market(s).
Consumer research

Effort To Build A Sustainable Industry
1.  Funding solution is neither
simple nor universal
2.  Refocused efforts conceived
around consumer and
industry are needed.
3.  C r e a t i n g s o m e t h i n g
stakeholders want
4.  Provide a stable, but
contracted funding source
Build A Sustainable Industry

Competitive Advantage
1.  Brand ownership has been eroded by the connected consumer.
2.  Developing and maintaining a brand that represents the sum of a whole is
challenging.
3.  Understanding the role of the consumer in shaping a destination’s brand.
4.  Refocus efforts around product and infrastructure development.
5.  Indirect methods can shape a brand experience in which direct control now
belongs to the consumer.
Competitive Advantage

Marketing Scope
Factors are influencing the role of marketing by DMOs –
1. Control
2. Competition
3. Measurement
Marketing Scope

Intent To Manage
What can be done –
1. Refocus and optimize marketing
efforts around the most relevant and
highest delivering tactics.
2. Utilizing their inherent scale and
robust partnership structure to
primarily support industry peers.
Intent To Manage

Supporting the visitor economy
Advisory
Utilizing this research knowledge as well as
a depth of staff knowledge, the
future DMO is then capable of offering true
(and valuable) educational resources to the
tourism industry.
Supporting the visitor economy

Performance of businesses
Development
Become a trusted resource for product,
event, infrastructure and partner
development.
Performance of businesses

WE HELP IN IMPLEMENTING THE
DISTRIBUTION STRATEGY
1. Coordination
2. Industry Partnership
3. Encourage better briefing.
4. Develop more substantial (even investigative) pieces.
5. Tourism Training
6. Open out travel and tourism conceptually.
7. Use tourism to bring other issues to life.
Implementing the distribution strategy

WE CAN HELP YOU BUILD
1. Experiential Travel Interests
2. Creative Travel Interests
3. Adventure Seeking Travel Interests
4. Seniors/Extended/Long Stay Tourism
5. Business Related Travel
6. Cultural and Heritage Tourism Product and Experience
Development
7. Nature-Based Product and Experience Development
8. Community-Based Product and Experience
Development
We can help you build

Reputation to overall gains
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal
Strategically connected with clients, engaging and
involving them:
• How to get closer to customers?
• To build brand awareness and enhance loyalty?
• To position new products and services for the effective
market penetration?
• To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution,
public private partnerships, sustainable tourism
management and investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin
Bansal

Promoting tourism destinations

SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW YORK ITALY
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal

Destination Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Destination Marketing

Similar to Destination Marketing (20)

More from Sachin Bansal

More from Sachin Bansal (15)

Recently uploaded

Recently uploaded (17)

Destination Marketing