Index Communications Meeting Services:  the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning opportunities to the benefit of our Clients. Also, to increase a provide a positive profile within social media domains, securing further  referrals which will result in repeat business. Through our involvement in this programme Index Communications has benefited in receiving a fresh input, away from Company day to day pressures, from the University Team and our co-horts which has assisted in identifying areas of development for our future sustainability.

1. DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slideshare.net/DigitalHub
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU

2. Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching aim to:
‘capture change in the adoption and use of digital technologies
and to develop a strong, competitive local tourism economy.
Through increased understanding and use of emerging digital
technologies, visitor economy businesses will be in a position to
increase their marketing and management effectiveness, and
develop new products and services that will provide an
enhanced experience for visitors to their destinations’

3. The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objectives
 Developing the strategy
 Measuring impact
 Reporting outcomes via case studies
All course material can be found at http://www.slideshare.net/DigitalHub
All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/

4. The following presentation is the case study provided by ICMS
Index Communications Meeting Services: the motivation for committing to the
Digital Destinations programme was to focus our Company’s development of web
marketing and pre conference learning opportunities to the benefit of our Clients.
Also, to increase a provide a positive profile within social media domains, securing
further referrals which will result in repeat business. Through our involvement in this
programme Index Communications has benefited in receiving a fresh input, away
from Company day to day pressures, from the University Team and our co-horts
which has assisted in identifying areas of development for our future sustainability.

5. Digital Destinations
- an online marketing journey….
Peter Mainprice
Managing Director
Index Communications Meeting Services

6. Range and Level of Experience
300 plus events in 20 years
Range of interests incl: Medical, Environmental, Academic
Topics:
Delegate Numbers: 15 –1500
Exhibition: 5 – 55 companies
Wide range of venues: UK, Europe and USA
Launch of organisations, charities and conferences
Association consultancy and management
Plus
Corporate educational events

7. The Host Team with ICMS
Registration
Registration Procedure, Briefing
On-site experience
Publicity Research and
outlets, Web and Print
Abstracts Manager
Logistics
Exhibition Sales
and Manager
Plan and Products
Sales Support
Accounts
Reporting, Systems/Procedures
Programme Invited Speakers briefing
Plan, Print/CD Distribute
Venue Management
Consultant Overview
Social and
Tours Logistics

8. The Market – competition effects
Venues in house offering
Secretaries
Technology - Virtual Conferences
DIY
PCOs – National and Core International
Event Organisers
Higher expectations from customers/delegates
24hr Society

9. Good PCO or Event Organiser
Build on reputation
Maintain profile
Confidence given
Adaptability in day to day operation
Flexibility and familiarity
OUTCOME: Climb hierarchy

10. Business Objectives
Repeat Business
Referral Business
New Business
Very traditional market place – relatively small

11. Digital What!
Telecommunications and todays Urgency
Sales Leads to Customer intimacy
Promise of experience – responses or pro-activity for clients
Facilities and standards – IT Cloud, mobile working
Digital Marketing
Easy ….. To waste; skill to manage?
Target ‘overload’
Yes: lost communications.
Credibility

12. New marketing and journey for
ICMS
• Understand and apply the digital resources
• Revamp company marketing profile
• Develop expertise for event marketing too
• Catalyst to make it happen
• Meet and share with other companies

13. Review Process:
S O S T A C
Competitor Analysis: more social media connections….
Customer reviews, Twitter, Facebook and Linkedin:
Outcome: Not managed, out of date
‘Target’ analysis – client needs. Life style and ambitions
Existing Site assessment – no social media, wordy, out of date
images, analytics
Appeal to SEOs – tools and skills needed

14. What’s the Plan - Site
Revamp the site - contemporary
At least give our visitor a benefit
quick service message
professional benefit (links)
Credibility
All contribute to confidence
and a positive experience

15. Drive potential customers to site
• Email databases updated and used –
carefully – raise potential
• Delegates become familiar with
resources on site (self and referral
potential)
• Linkedin

16. Incentive/Rewards for Visitor
• Satisfy needs
• Inform to give confidence
• Encourage referral – completed and on-
going projects, skills connected with
events
• Create buzz

17. Client Sites
• You Tube resources
• Stings and client sales stories
• News blogs
• Use of associated events
• Offer other rewards: Pod casts of
materials, promise of subject matter

18. Change and adoption.
ICMS website: 50% completed – very much
delayed. Will be concluded in the summer.
Launch new company connected services
Client Sites: evolving rewards: more hits,
improved contact harvesting – will this lead to
more delegate?
Allocate time to advance and review

19. Thanks to:
• Shauna Carroll
• Philip Alford and Team
• Lisa Ashurst and others
Plus
• Fellow Digital Marketing Travellers

21. Top 10 Tips to Win Business
Tourism Clients
Respond with deadlines Identify needs – all of them
Deliver and exceed expectations Innovate
Listen to Feedback Cultural Responsibility
Co-hesion Consistency
Handle problems positively
Focus on your game

22. Conclusion
Destination Managers/Leaders
Business Tourism Experts
Service Providers
PCO
Client Representatives
Culture and Beautiful Experiences
Organisers coming back or selling for you

23. The Market – decision multiplier
Corporate 1 : 10 to 1 : 2,000
Association 4 : 10,000
PCO influencer
Destination/venue promise

24. • Business Objectives
• The Market
• What species of event animal is a PCO?
• The PCO and the Bournemouth Team
• Sources of Business
• What Works
• Top 10 Tips
Introduction

25. Source of Business
Associations and Societies
Universities Departments
Language Schools
Hospital Departments
Trade Association Officers
NEEDSTARGETED

26. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU