The marketing of tomorrow: How to transform a DMO

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SoMeT: A New Model for Destination Marketing

Transforming a DMO in a customer centric organization implies a double movement: no digital transformation without a human transformation. In his presentation, Frank Cuypers will discuss how a DMO should think like a festival. Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box. Frank has been consulting and transforming the DMO Visit Flanders for four years. He is a Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion.

Education

MARKETING OF TOMORROW
• Foto van tomorrowland
SomeTUS 2015 @FCuypers 0

TOMORROW
• The marketing of tomorrow is on of ‘one size
fits none’
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TRANSFORMING
• IT’S ABOUT TECHNOLOGY
• IT’S ABOUT BEING HUMAN
SomeTUS 2015 @FCuypers 5

‘REAL SOCIAL’
• NO DIGITAL TRANSFORMATION WITHOUT
• CULTURAL TRANSFORMATION
SomeTUS 2015 @FCuypers 6

Social for the
Short Term
Real Social
Asocial
(You’ll Be Alone)
Social on the
Surface
Cultural
Technological
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Customization Personalization
Alienation Automatization
Cultural
Technological
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People Human
‘Business’ Digital
Cultural
Technological
SomeTUS 2015 @FCuypers 9

Social for the
Short Term
Real Social
Asocial
(You’ll Be Alone)
Social on the
Surface
Cultural
Technological
SomeTUS 2015 @FCuypers 10

CASE : THE FLANDERS STORY
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Flanders: Art cities
Bruges,Brussels,Ghent,Antwerp,Leuven,Mechelen
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Flanders: Fashion
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Flanders: Belgian Chocolate
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Flanders: Belgian Beer
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INTERNATIONAL FALLS
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CYCLING TOUR OF FLANDERS
SoMeT Australia 2015 Frank Cuypers 31

SYMBOLIC ACTIONS
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2012:FLANDERSIS A FESTIVAL
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Biggest ‘blogtrip’inthe world
 94 “Bloggers” from 13countries
 Key influencers in music, travel, lifestyle, social media
 Personal program for every blogger: a unique festival experience+
touristic tips
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 Connection with bloggers as festival buddies
 Authentic stories about festivals & destination
 Happy bloggers &inspiration for their followers
Biggest blogtripin the world:return
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 Print
 Radio
 Corporate communication (Tv,papers…)
 Enhances online competences of your staff
(KPI:Kloutscore 30 for 30%vof organisation)
Biggest blogtripin the world:colateral
SomeTUS 2015 @FCuypers 45

 Number of written blogposts: about 300
 Number of unique visitors: > 12.000.000
 Average potential readerper blogpost: 75.000
 Number of Facebook fans of all bloggers: > 300.000
 Number of Twitter fans of all bloggers: > 550.000
Some numbers
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 Total Cost :about 180.000 €
 Project manager+ 3 à 4 FTE (6months)
 Conversation Value:>30.000.000 €
Some numbers
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 Ghent : 921
 Antwerp : 691
 Bruges :325
Topthree Keywords
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Total #fiaf12 : 7363 mentions
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REAL SOCIAL COMPANY
SomeTUS 2015 @FCuypers 56
+

PROJECT
• Silo management < Project management
• ‘Boss’ < Situational Leadership
• ‘Fixed Budget’ < ‘Flexible Budget’
• Vertical < Horizontal
• Hierarchy < Flat
• Focus on Control < Focus on People
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EMPOWER
• SKILLS < ATTITUDES
“Give people so much freedom that it starts to
hurt you….”
SomeTUS 2015 @FCuypers 60

REAL SOCIAL
Te = ∑Pe + Ec + Ic
SomeTUS 2015 @FCuypers 61

In the closing keynote of #SoMeT15US, William looked at the overall state of destination marketing and put this in context with the broader opportunities he sees for Destination Marketers. As part of his presentation, he introduced an exciting new standard we developed with six DMOs around the world that finally answers the question “What’s the ROI of social media?” To get notified when William's whitepaper on this topic becomes available, sign-up here http://destinationthink.com/. William Bakker is Chief Strategist at Destination Think!, a global marketing agency focusing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world.

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Hypermeet in the Red Centre - An Instameet with a difference | Cory Gale | #...

SoMeT: A New Model for Destination Marketing

Destination Instameets have been done… and done… and done. So, how do we make them different? Hosted influencer activity isn’t just about capturing striking imagery to generate a spark in a potential visitor, pride in a local advocate, or an engagement from someone on the other side of the world. There has to be a conversion element, brand messaging and actively engaging content. Enter: timelapse and hyperlapse photography. In March 2015, Tourism NT hosted Australia’s first ‘Hypermeet’, inviting influencers to Do Instagram with a difference, and Do the Red Centre Way while they were at it! Cory Gale is a tourism professional with experience ranging across a range of tourism disciplines: marketing, communications, PR, Visitor Centre management, event management, and major attraction management. A proud Western Australian, Cory has worked at LTO, RTO and STO level for both government and NFP organisations. He has swapped golden shores and vineyards for deep, red earth – currently heading up social media at Tourism NT, working in the Social Media and PR Team.

Why God invented the DMO | Frank Cuypers | #SoMeT15AU Sunshine Coast, Australia

SoMeT: A New Model for Destination Marketing

In the future, every job and role that can be digitalized, will be digitalized. We are moving to smarter cities, but doesn’t that also require smarter organizations? What will be the future role of a DMO in this time of transformation? Frank provided an in-depth discussion about the future role for destination marketing, with some theoretical considerations and practical cases. Frank Cuypers is a strategic consultant for Visit Flanders, Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. Frank has been integrally involved with transforming and creating a new strategy for Visit Flanders. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion. Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box.

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