The document discusses how Destination Marketing Organizations (DMOs) can transition from DMO 1.0 to DMO 2.0. DMO 1.0 focuses on linear marketing like visitor guides and web traffic. DMO 2.0 aims to create demand for brand attributes by taking consumers directly from awareness to conversion. It emphasizes finding unique brand attributes and using tools to measure awareness from media spending. Specific strategies discussed include making visitor guides and web traffic irrelevant, feeding research into targeted search actions, and focusing on accountability and transparency.

1. DMO 2.0
Skip Engagement: From
Awareness To Conversion
Governors Tourism Conference
Bend, Oregon
April 28, 2014

2. Goals
1. Participants will see real examples
of how Destinations have made
the Web and Visitor Guides
irrelevant.
2. We'll share tools to measure
Awareness generated from your
media budget.

3. Goals
How much of your
traffic or conversions
are from Search
Engines?

4. DMO 1.0
The DMO bought
advertising, engaged the
consumer and published
Visitor Guides
Linear

5. Trip Planning Funnel
Consideration
Intent
Awareness
Decision
Travel
Share
Marketing strives to
increase quantity through
the funnel and getting
efficiently from one to the
next
• Visitor Guides
• Web Traffic
• Likes
• Email
• Leads

6. Why Skip Engagement

7. DMO 2.0
The DMO creates demand
for the brand attributes
through Awarenes and they
Convert.
Nimble

8. Why Skip Engagement

9. Why Skip Engagement
Consideration
Intent
Awareness
Decision
Travel
Share
Take
Consumers to
Conversion
from Anywhere

10. How The Heck?

11. Find A Unique Brand Attribute

12. What Happens Without Spending

13. Accountability
Transparency inspires trust

14. Accountability
Transparency inspires trust

15. Feeding Research Into ActionSearch
Volume in
Market

16. Feeding Research Into Action
Search
Volume in
Fishing

17. Feeding Research Into Action
Search
Volume in
Fishing

18. PTAT

19. Goals
1. Participants will see real examples
of how Destinations have made
the Web and Visitor Guides
irrelevant.
2. We'll share tools to measure
Awareness generated from your
media budget.

20. Thank You
www.slideshare.net/richardaburrell
@richardaburrell
www.tourismintelligencegroup.com/indexes