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TRENDS IN
            DESTINATION MARKETING
@victoriaisley | @meetDMAI   @travelportland   @lynnminges |
                                                  @visitnc
Career Woman of the Year
Business & Professional Women
                      of Raleigh



                                   @lynnminges | @visitnc
DESTINATION MARKETING ASSOCIATION INTERNATIONAL

OUR CAUSE                   OUR MISSION                     OUR BRAND PROMISE              OUR VALUES
DMAI exists to protect      DMAI advocates for the          DMAI is the passionate         DMAI is committed to the
and advance the success     professionalism,                advocate and definitive        following core values:
of destination marketing.   effectiveness and               resource for official          Innovative, Transparent,
                            significance of destination     destination marketing          Responsive, Inclusive
                            marketing organizations         organizations and
                            worldwide.                      professionals worldwide.




   DMAI cultivates content and aa community for DMOs that makes them passionate about what they have to gain.
    DMAI cultivates content and community for DMOs that makes them passionate about what they have to gain.




          ADVANCE THE                              ADVOCATE FOR THE                     PROTECT & LEVERAGE
        DMO PROFESSIONAL                            DMO INDUSTRY                       ASSOCIATION RESOURCES
600 DMO Member Organizations
$1.5 Billion Annual Budgets
DMOs AT A GLANCE
$4.6 BILLION                                                            50%
 INVESTED                                                    DEDICATED TO
                                                                  LEISURE
 ANNUALLY
                                                              MARKETING
                           Os
                         DM
                      US




                                                                  NTOs
                                ST
                                   O   s
Sources:
DMAI DMO Marketing Activities Study
State Tourism Office Budget Report, US Travel      TOTAL BUDGET      LEISURE SPEND
Budgets of National Tourism Organizations, UNWTO
LEISURE TRAVEL MARKETING COMMANDS
         MAJORITY OF DMO MARKETING BUDGETS
              In Line with US Travel Purposes

US DOMESTIC TRAVEL

                             77%                              23%
US OVERSEAS TRAVEL


                           74%                                26%
                                                                      4%
DMO MARKETING BUDGET ALLOCATIONS

                     65%                                31%



                                   LEISURE   BUSINESS         OTHER
DMOs KEEPING PACE WITH
              CONSUMER MEDIA CONSUMPTION
        Mass Advertising Still Rooted in Traditional Media

              DMO MARKETING              US WEEKLY MEDIA           US ADVERTISING
                ALLOCATION                CONSUMPTION                 SPENDING




                                      DIGITAL MEDIA        TRADITIONAL MEDIA        OTHER
Source:
DMAI DMO Marketing Activities Study
DMOs KEEPING PACE WITH
                CONSUMER MEDIA CONSUMPTION
            Mass Advertising Rooted in Traditional Media

DMO LEISURE MARKETING ALLOCATION
                33%                          8%               30%                  5%             24%

US WEEKLY MEDIA CONSUMPTION
 6%                          40%                                      33%                     14%        7%

US ADVERTISING SPENDING
             27%                                    43%                                 19%             11%




         PRINT ADVERTISING         TV ADVERTISING    ONLINE         RADIO ADVERTISING     OTHER



Source:
DMAI DMO Marketing Activities Study
DOMESTIC VS INTERNATIONAL MARKETING
              DOMESTIC TOURISM REPRESENTS FOUR TIMES THE VOLUME OF
                              INTERNATIONAL TRAVEL




     50%                                    77%
                                                                             INVESTS


    INVEST INTERNATIONALLY
                                            INVEST INTERNATIONALLY
                                                                     $1.15B
                                                                     IN INTERNATIONAL TRAVEL
      30% OF
                                              15% OF                      $380M FOR
     MARKETING BUDGET
      TOTAL
                                            MARKETING BUDGET
                                              TOTAL                     DOMESTIC TRAVEL




         US DMO                                    STO                   NTO
Sources:
DMAI DMO Marketing Activities Study
State Tourism Office Budget Report, US Travel
Budgets of National Tourism Organizations, UNWTO
50% of US DMOs INVEST IN
                           INTERNATIONAL MARKETING
             80%
                                              72%
                                      72%
                                                                         23%
                                                18%
                                        34%

      34%                                                          25%


                              18%



                                                                         19%


                                       COMMITTING 30% OF THEIR TOTAL
                                           MARKETING BUDGET
Source:
DMAI DMO Marketing Activities Study
LEISURE MARKETING BUDGETS BY ACTIVITY




DMOs

                  51%                                      10%               30%                2%   7%


NTOs

          24%                  20%         6%        11%                          39%




           ADVERTISING    CONSUMER SHOWS      INTERNET/EMARKETING   DIRECT MAIL         OTHER



Sources:
DMAI DMO Marketing Activities Study
Budgets of National Tourism Organizations, UNWTO
98% FACEBOOK
                                        91% TWITTER
                                       88% YOUTUBE
                                          64% FLICKR
                                      29% PINTEREST




                             DMOs HAVE EMBRACED & INTEGRATED

                           SOCIAL MEDIA
                           INTO THEIR OVERALL MARKETING EFFORTS




Source:
DMAI DMO Marketing Activities Study
92% WEBSITE        HAVE/PLAN TO HAVE

            MOBILE


            47%               HAVE/PLAN TO HAVE

            MOBILE APP

Source:
DMAI DMO Marketing Activities Study
CONSUMER MARKETING STRATEGY

                                                               TARGET MARKETS
Advertising
Print ● TV • Online •
Radio • OOH/Transit                                     INCREASE INTEREST IN DESTINATION




                                                                                                              y
                                                                                                            ilit
                                                                                                             ib
                                                                                                          Vis
Public Relations & Partnerships
Media Outreach • Social Media Sharing
Endemic & Non-endemic Partnerships •                    GENERATE BUZZ ABOUT DESTINATION
Increase Credibility w/ 3rd Party Partners




                                                                                                  ility
Promotional Events & Retail Offers




                                                                                                    ib
Hotel Packages • Restaurant Week •




                                                                                               Cred
Exclusive Offers or Discounts • Convention Incentives
Gift w/ Purchase • Sweepstakes
                                                               MOTIVATE ACTION

Leads & Referrals
Drive Traffic to DMO site •                                        CAPTURE &




                                                                                       ales
Generate leads & re-message to Per Inquiry TV •
Magazines, Enter-to-Win consumers                                  OUTREACH




                                                                                          lS
                                                                                    Retai
Booking & Purchase
Via DMO site or Partner Sites •
Hotel & Restaurant Reservations • Ticket Purchasing                VISITATION

                                                                                                                   17
                                                           Experience, WOM, Return Visit
EVOLUTION OF MARKETING FUNNEL
“What we really need is a mindset shift that will make us
  relevant to today’s consumers, a mindset shift from
       ‘telling & selling’ to building relationships”
                                   - Jim Stengel,
                                   Former Global Marketing Officer
                                   Proctor & Gamble
WHAT INFLUENCES PURCHASE?
Highly influential in decisions to purchase a product or service   All adults

 Word of mouth                                                      54%

 Information from a website                                         47%

 Email sent by someone you know                                     42%

 Something you read in an online interview                          31%

 Something you heard on the radio                                   29%

 Television ad                                                      27%

 Something you received in the mail                                 25%

 Magazine ad                                                        23%

 Newspaper ad                                                       22%

 Online ad                                                          17%

 Email sent by an advertiser/company                                16%

 Informercial                                                       12%

 Mobile phone ad                                                    11%
EVOLUTION OF WORD OF MOUTH
EXPRESSION > IMPRESSION

EXPRESSION        IMPRESSION
MARKETING STILL INFLUENCES CONVERSATIONS




                        49%
   of all brand conversations contain a
 specific reference to marketing or media
            as a content source
Source: Keller Fay, base: 162,000 conversations
….AS DOES ADVERTISING




                      22%
      of all brand conversations contain a
        specific reference to advertising
Source: Keller Fay, base: 162,000 conversations
EVOLVED MEDIA MODEL
                          Advertising
                          •Print
                          •Online
                          •Broadcast
                          •OOH




Social Media
Coop Mktg                               PR
Partner Mktg                            Social Media




        Visitors Guides
        Vis Ctr
        Staff Apparel
        Booths
Measurement &
Benchmarking Resources

DMO Performance Reporting
Handbook – Now Available
   Activity Measures
   Performance Measures
   Productivity Measures

DMO Marketing Activities Study –
Now Available

DMO Digital & Mobile Marketing
Toolkit – Nearing Completion

DMO Online Marketing Benchmark
Tool - In Discovery
Blog   Facebook Post
Location Based          Niche

Search Tools




           App based

                       Web based
Your online identity is fragmented and
  only partially under your control
CONVENTION DELEGATES


              meetings.travelportland.com




    TravelPortland
       - the app
MEETING
PLANNER
  SITE
Organization
Segmentation
Targeting
Aggregation
GLOBAL TRAVEL OUTLOOK
     CONFERENCE

    OCTOBER 2012
NC BY THE NUMBERS
         • 10th most populous state

• Marketing investment ranks 27th of 50 states

    • Ninth among Southern peer states

      • $3.5 million paid media budget

  • Sixth most visited overnight destination
NC’S EVOLVING BRAND
Apps/Push Notifications

THE MASS(IVE) MEDIA                                  Mobile Email
                                                     SMS
                                                                           Group Texting
                                                                           Social DM
                                                                           Voice Marketing
              IM               IM                    IM                    Mobile Email
                                                     Email                 SMS + MMS
Events        Email            Email                                       IM
              Events           Events                Events                Events
Direct Fax    Direct Fax       Direct Fax            Direct Fax            Email
Direct Mail   Direct Mail      Direct Mail           Direct Mail           Direct Fax
                                                                           Direct Mail
Telephone     Telephone        Telephone             Telephone             Telephone

<1990         1990s            1999                  2000s                 2012
TV            TV               TV                    TV                    TV
Radio                                                                      Radio
              Radio            Radio                 Radio                 Print
Print         Print            Print                 Print                 Display
Display       Display          Display               Display               Website
              Cable TV         Website               Website               Search
                                                                           Online Display
              Website          Search                Search                Paid Search
              Search           Online Display        Online Display        Landing Pages
              Online Display   Paid Search           Paid Search           Microsites
                               Landing Pages         Landing Pages         Online Video
                                                                           Affiliate Marketing
                               Microsites            Microsites            Webinars
                               Online Video          Online Video          Blogs/ RSS
                               Webinars              Affiliate Marketing   Podcasts
                                                                           Contextual
                               Affiliate Marketing   Webinars              Wikis
                                                     Blogs                 Social Networks
                                                     RSS                   Mobile Web
                                                     Podcasts              Behavioral
                                                                           Social Media & Ads
                                                     Contextual            Virtual Worlds
                                                     Wikis                 Widgets
                                                     Social Networks       Twitter
                                                                           Mobile Apps
                                                     Mobile Web
                                                                           Geolocation
                                                                           Pinterest
STORIES TO SHARE
CONTENT STRATEGY SPARKS
       SYNERGY
ONLINE DISPLAY ADVERTISING
ONLINE DISPLAY ADVERTISING
ONLINE DISPLAY ADVERTISING
PANDORA
PROJECT 543
PROJECT 543
THE HUNGER GAMES
MOBILE AND APPS
MEASURING SUCCESS

•   Economic impact
•   ROI/attitude and awareness
•   Web analytics
•   Cost per activity
•   Social engagement
MEASURING SUCCESS
GLOBAL TRAVEL OUTLOOK
     CONFERENCE

    OCTOBER 2012
@victoriaisley | @meetDMAI   @travelportland   @lynnminges |
                                                  @visitnc
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            DESTINATION MARKETING

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Trends in Destination Marketing - Global Travel Outlook Conference

  • 1. TRENDS IN DESTINATION MARKETING
  • 2. @victoriaisley | @meetDMAI @travelportland @lynnminges | @visitnc
  • 3. Career Woman of the Year Business & Professional Women of Raleigh @lynnminges | @visitnc
  • 4. DESTINATION MARKETING ASSOCIATION INTERNATIONAL OUR CAUSE OUR MISSION OUR BRAND PROMISE OUR VALUES DMAI exists to protect DMAI advocates for the DMAI is the passionate DMAI is committed to the and advance the success professionalism, advocate and definitive following core values: of destination marketing. effectiveness and resource for official Innovative, Transparent, significance of destination destination marketing Responsive, Inclusive marketing organizations organizations and worldwide. professionals worldwide. DMAI cultivates content and aa community for DMOs that makes them passionate about what they have to gain. DMAI cultivates content and community for DMOs that makes them passionate about what they have to gain. ADVANCE THE ADVOCATE FOR THE PROTECT & LEVERAGE DMO PROFESSIONAL DMO INDUSTRY ASSOCIATION RESOURCES
  • 5. 600 DMO Member Organizations $1.5 Billion Annual Budgets
  • 6. DMOs AT A GLANCE
  • 7.
  • 8. $4.6 BILLION 50% INVESTED DEDICATED TO LEISURE ANNUALLY MARKETING Os DM US NTOs ST O s Sources: DMAI DMO Marketing Activities Study State Tourism Office Budget Report, US Travel TOTAL BUDGET LEISURE SPEND Budgets of National Tourism Organizations, UNWTO
  • 9. LEISURE TRAVEL MARKETING COMMANDS MAJORITY OF DMO MARKETING BUDGETS In Line with US Travel Purposes US DOMESTIC TRAVEL 77% 23% US OVERSEAS TRAVEL 74% 26% 4% DMO MARKETING BUDGET ALLOCATIONS 65% 31% LEISURE BUSINESS OTHER
  • 10. DMOs KEEPING PACE WITH CONSUMER MEDIA CONSUMPTION Mass Advertising Still Rooted in Traditional Media DMO MARKETING US WEEKLY MEDIA US ADVERTISING ALLOCATION CONSUMPTION SPENDING DIGITAL MEDIA TRADITIONAL MEDIA OTHER Source: DMAI DMO Marketing Activities Study
  • 11. DMOs KEEPING PACE WITH CONSUMER MEDIA CONSUMPTION Mass Advertising Rooted in Traditional Media DMO LEISURE MARKETING ALLOCATION 33% 8% 30% 5% 24% US WEEKLY MEDIA CONSUMPTION 6% 40% 33% 14% 7% US ADVERTISING SPENDING 27% 43% 19% 11% PRINT ADVERTISING TV ADVERTISING ONLINE RADIO ADVERTISING OTHER Source: DMAI DMO Marketing Activities Study
  • 12. DOMESTIC VS INTERNATIONAL MARKETING DOMESTIC TOURISM REPRESENTS FOUR TIMES THE VOLUME OF INTERNATIONAL TRAVEL 50% 77% INVESTS INVEST INTERNATIONALLY INVEST INTERNATIONALLY $1.15B IN INTERNATIONAL TRAVEL 30% OF 15% OF $380M FOR MARKETING BUDGET TOTAL MARKETING BUDGET TOTAL DOMESTIC TRAVEL US DMO STO NTO Sources: DMAI DMO Marketing Activities Study State Tourism Office Budget Report, US Travel Budgets of National Tourism Organizations, UNWTO
  • 13. 50% of US DMOs INVEST IN INTERNATIONAL MARKETING 80% 72% 72% 23% 18% 34% 34% 25% 18% 19% COMMITTING 30% OF THEIR TOTAL MARKETING BUDGET Source: DMAI DMO Marketing Activities Study
  • 14. LEISURE MARKETING BUDGETS BY ACTIVITY DMOs 51% 10% 30% 2% 7% NTOs 24% 20% 6% 11% 39% ADVERTISING CONSUMER SHOWS INTERNET/EMARKETING DIRECT MAIL OTHER Sources: DMAI DMO Marketing Activities Study Budgets of National Tourism Organizations, UNWTO
  • 15. 98% FACEBOOK 91% TWITTER 88% YOUTUBE 64% FLICKR 29% PINTEREST DMOs HAVE EMBRACED & INTEGRATED SOCIAL MEDIA INTO THEIR OVERALL MARKETING EFFORTS Source: DMAI DMO Marketing Activities Study
  • 16. 92% WEBSITE HAVE/PLAN TO HAVE MOBILE 47% HAVE/PLAN TO HAVE MOBILE APP Source: DMAI DMO Marketing Activities Study
  • 17. CONSUMER MARKETING STRATEGY TARGET MARKETS Advertising Print ● TV • Online • Radio • OOH/Transit INCREASE INTEREST IN DESTINATION y ilit ib Vis Public Relations & Partnerships Media Outreach • Social Media Sharing Endemic & Non-endemic Partnerships • GENERATE BUZZ ABOUT DESTINATION Increase Credibility w/ 3rd Party Partners ility Promotional Events & Retail Offers ib Hotel Packages • Restaurant Week • Cred Exclusive Offers or Discounts • Convention Incentives Gift w/ Purchase • Sweepstakes MOTIVATE ACTION Leads & Referrals Drive Traffic to DMO site • CAPTURE & ales Generate leads & re-message to Per Inquiry TV • Magazines, Enter-to-Win consumers OUTREACH lS Retai Booking & Purchase Via DMO site or Partner Sites • Hotel & Restaurant Reservations • Ticket Purchasing VISITATION 17 Experience, WOM, Return Visit
  • 19. “What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships” - Jim Stengel, Former Global Marketing Officer Proctor & Gamble
  • 20. WHAT INFLUENCES PURCHASE? Highly influential in decisions to purchase a product or service All adults Word of mouth 54% Information from a website 47% Email sent by someone you know 42% Something you read in an online interview 31% Something you heard on the radio 29% Television ad 27% Something you received in the mail 25% Magazine ad 23% Newspaper ad 22% Online ad 17% Email sent by an advertiser/company 16% Informercial 12% Mobile phone ad 11%
  • 21. EVOLUTION OF WORD OF MOUTH
  • 23. MARKETING STILL INFLUENCES CONVERSATIONS 49% of all brand conversations contain a specific reference to marketing or media as a content source Source: Keller Fay, base: 162,000 conversations
  • 24. ….AS DOES ADVERTISING 22% of all brand conversations contain a specific reference to advertising Source: Keller Fay, base: 162,000 conversations
  • 25.
  • 26. EVOLVED MEDIA MODEL Advertising •Print •Online •Broadcast •OOH Social Media Coop Mktg PR Partner Mktg Social Media Visitors Guides Vis Ctr Staff Apparel Booths
  • 27. Measurement & Benchmarking Resources DMO Performance Reporting Handbook – Now Available Activity Measures Performance Measures Productivity Measures DMO Marketing Activities Study – Now Available DMO Digital & Mobile Marketing Toolkit – Nearing Completion DMO Online Marketing Benchmark Tool - In Discovery
  • 28.
  • 29.
  • 30.
  • 31. Blog Facebook Post
  • 32. Location Based Niche Search Tools App based Web based
  • 33. Your online identity is fragmented and only partially under your control
  • 34. CONVENTION DELEGATES meetings.travelportland.com TravelPortland - the app
  • 36.
  • 37.
  • 40. GLOBAL TRAVEL OUTLOOK CONFERENCE OCTOBER 2012
  • 41. NC BY THE NUMBERS • 10th most populous state • Marketing investment ranks 27th of 50 states • Ninth among Southern peer states • $3.5 million paid media budget • Sixth most visited overnight destination
  • 43. Apps/Push Notifications THE MASS(IVE) MEDIA Mobile Email SMS Group Texting Social DM Voice Marketing IM IM IM Mobile Email Email SMS + MMS Events Email Email IM Events Events Events Events Direct Fax Direct Fax Direct Fax Direct Fax Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Fax Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2012 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Online Display Website Search Search Paid Search Search Online Display Online Display Landing Pages Online Display Paid Search Paid Search Microsites Landing Pages Landing Pages Online Video Affiliate Marketing Microsites Microsites Webinars Online Video Online Video Blogs/ RSS Webinars Affiliate Marketing Podcasts Contextual Affiliate Marketing Webinars Wikis Blogs Social Networks RSS Mobile Web Podcasts Behavioral Social Media & Ads Contextual Virtual Worlds Wikis Widgets Social Networks Twitter Mobile Apps Mobile Web Geolocation Pinterest
  • 54. MEASURING SUCCESS • Economic impact • ROI/attitude and awareness • Web analytics • Cost per activity • Social engagement
  • 56. GLOBAL TRAVEL OUTLOOK CONFERENCE OCTOBER 2012
  • 57. @victoriaisley | @meetDMAI @travelportland @lynnminges | @visitnc
  • 58. TRENDS IN DESTINATION MARKETING

Notes de l'éditeur

  1. Vicki to give an overview of the organization and the role we play in the travel and tourism industry.
  2. Domestic vs International Spending DMOs: $309,845,000 / $65,962,000 STOs: $277,353,411 / $45,301,749
  3. First let me start with a new statistic I just learned from a study Vancouver B.C. shared with me recently. Frankly, it was information that is radically changing the way I think about how we work going forward. Their study said that their efforts account for anywhere from 8.5% to 9% of tourism impacts in Vancouver. I tell you this because we really need to understand our sphere of influence and our impacts on tourism in our communities. I won’t give you the details of how they got to these numbers but it really makes sense when you think about it. Now that isn’t to say our work isn’t important, it is vitally important. But how do we be the best in the space in which we can work.
  4. Integrated marketing for Travel Portland begins on the web. We don’t currently have an advertising budget but have just passed and are collecting Tourism Improvement District Funds. This will allow us to do regional advertising for leisure travel so we are deep in the discussion on how to ensure we are consistent across all channels and that we leverage every dollar against the others. I’m sure all of you really understand how you are leveraging each of your online and mobile tools to create your content strategy. This is just our simple diagram of how we are doing it.
  5. Travel Portland has a blog call Portland Spoke which can be found at www.portlandspoke.com. It is a great blog but as a stand alone piece of work, it really only gets a small share of attention. Again, we all have investment limits on both time and money. But we leverage those blog post and repurpose them to our Facebook page, twitter, etc.
  6. Our investment in the blog just leveraged a much more robust conversation through our Facebook page. We have been very fortunate to work with Sparkloft Media which is based in Portland but works worldwide. Understanding how to make the most of every dollar is crucial.
  7. The consumer has many options so how do we use our resources wisely. (Cherry pick info from Richard’s notes below) How will people become aware that you exist online? Local Search 1. General text search - Recovery search implies, for example, that a consumer knows who she is looking for (i.e., Uncle Georgio’s Pizza Parlor) but she does not know where they are, or needs their phone number. Discovery search implies that the searcher knows, for example, what she wants but not who she needs it from (i.e., pizza on Main Street in Springfield). 2. Facilitated by a maps interface (google maps) 3. Direct to sites which aggregate content – by audience Kidlist Red tricycle By geography Mt hood territory Or both Things to do in portland with children Or by topic Restaurants (yelp) Hotels etc (trip advisor) 4. Many of these are apps also 5. Then there are some which are only apps Foursquare Entertainment book Oh, Ranger! … and leverage the native GPS capabilities of the smartphone
  8. This diagram attempts to illustrate where your identity lives online and the extent to which you can control it. Google Local Business Centre, Yahoo Local, Merchant Circle, Yelp and various other yellow pages like listing sites. Good SEO juice. While we are only one voice out there we are the ONLY ones that have the ability to aggregate and curate information through our channels. We’re the only ones in our communities that can understand the flow and create order out of the seeming chaos for the visitor.
  9. The one area where we have the greatest ability to affect the consumer is on the meetings side of the business. By working closely with our meeting planners who push information to their delegates we can really be a valuable resource and make sure that we integrate our deep knowledge base of our communities and move it to the delegate/visitor. Our local business community really needs us to use our resources to bring it all together.
  10. This is a screen shot of our dedicated Meeting Planner website. But what is important here is that we maintain our brand across this channel too. We are also the only source of this much community information for the meeting planner. And this is a place where we made very conscious decisions to think more creatively. We did focus groups with meeting planners in Chicago and DC where we have employees working in the meetings markets. Each of us is proud of our destinations and know our general level of “fame” in the market. Portland isn’t San Francisco. The meeting planners told us, we know about Portland but my delegates need to know you better so Portland is a must visit destination. We invested our PR teams time and budget in making Chicago and DC leisure media a focus. If the meeting planners see and hear more about Portland in their local press then we up our “fame” quotient with the planner.
  11. This is just another part of the meeting planner site that we have leveraged across channels.
  12. At the same time, we don ’ t want to drown our customers in a sea of content. Ethan here overwhelmed by content in Hazel’s Nut House at Gramma’s Place at Schlichting Century Farms in Tualatin last fall.
  13. The role of Travel Portland in this arrangement is to organize and editorialize, to provide the tools which enable our audiences to navigate and make sense of this content. (Cherry picks from Richard’s comments below) Further, when thinking about our audiences, we could do a better job of segmentation. Trying to please ALL the people with a single product necessarily neutralizes much of what’s special about Portland… Matt Pizzuti at the Convention Center uses the example of ensuring we don’t alienate the Lutheran Women’s conference… but in truth our destination has an enormous amount to offer a variety of different audiences with different interests and needs. If we can do a better job of enabling those audiences to self-select their way through the site, on the basis of location, lifestyle and interest, we can increase our appeal to each niche without anesthetizing our overall brand message. Portland has something for everyone – including Lutheran women – and it’s our job to ensure they find it.
  14. Cherry pick parts of Richards notes below. Aggregation is a big deal – it’s unrealistic for us to imagine that we at Travel Portland can (or even should) be the sole provider of visitor relevant content; neither should we be investing our limited resources in reinventing the wheel. Over the coming year we’ll be doing what we can to aggregate the relevant content from multiple sources… at this point what the sources will be is mostly speculation, but likely candidates beyond the partner directory include Travel Oregon (leveraging their data warehouse known mysteriously as “The Orb”), the Intertwine, TriMet, the Regional Arts and Culture Council, Portland Monthly and 1859 Magazines and high trust User Generated Content sites such as Yelp and Trip Advisor. We’ll also be sharing, retweeting and repinning third party content through our social media channels –Martin from SparkLoft will be talking a lot more about that kind of work in a few minutes.
  15. Opening Remarks – “Trends in Destination Marketing” Other Panelists Terry Berggren, Director of Destination Marketing, Ruf Strategic Solutions, moderator Vicki Isley, EVP/COO, DMAI (UNC-CH grad, worked at Durham CVB) Jeff Miller, President and CEO, Travel Portland (Vicki’s presentation deck as you know is titled “2012 DMO Marketing Activities Study, a benchmark study highlighting budgets, investment, traditional vs. digital balance, international marketing priorities, current and future website applications and integration, and mobile websites and destination apps.)
  16. North Carolina by the numbers – snapshot view North Carolina ranks 10 th in population. Division of Tourism marketing budget of approximately $10 million ranks 27 th. $3.5 million paid media budget. Outspent by eight of our peer Southern states, and even competitors at the CVB level within the region like Myrtle Beach with more than $20 million. As with all of us, never enough money to do all we want to do so we focus on leveraging every dollar to the fullest. Through strong partnerships, we’ve established North Carolina as the sixth most visited overnight destination.
  17. Evolving Brand Research driven program. Well established brand position, known for natural, scenic beauty from the highest mountains east of the Rockies to 300 miles of barrier island beaches. Working now to leverage this position to encourage a higher level of engagement and sharing, by showcasing more of the undiscovered stories the state has to tell. We refer to it as our “deeper connections” strategy, getting inside the beauty and connecting in a more emotional and meaningful way to the sights, sounds, flavors stories and characters of our state. Will help turning weekends into week long visits. First time visitors to repeat guests. And expand our community of loyalists sharing our stories, and making them their stories.  
  18. Mass(ive) Media Proliferation and fragmentation of media is well known. Provides both challenges in reaching a mass audience, and opportunities to more narrowly target reach specific life stage and interest groups. And as touched on earlier, with limited budgets we have to prioritize the few things that we hope will provide the strongest ROI for our investment, and do them well.
  19. Challenge – Telling more of our story Strong brand. Complex media environment. Travelers looking for more stories, untold stories, “insider” experiences. How do we most effectively and productively tie it all together?  
  20. Program Integration/Content Strategy Integration is a well worn term, but critical to maximize effectiveness and investment. As with most destination marketers, our consumer web site VisitNC.com is the hub for everything we do. And we have found our content strategy planning calendar is the most efficient tool to effectively align all of our programs, particularly web, online display advertising, eNewsletters and social media. Examples here from our current fall campaign - Home page, a Facebook posting of a user provided image and a sample online display ad driving traffic to our fall foliage reports. Marketing and PR lead the effort working in tandem with our content strategy team members at our agencies. 18-month view; living and breathing document that adapts to opportunities or unexpected challenges as they arise. Plan also helps when evaluating new opportunities…are they a good strategic fit, can it be leveraged across the program.
  21. Shift in Media Strategy Desire to tell more of our story, gain year round exposure and make most of limited budget drove a shift in our media strategy. While we’ve all been dialing up our commitments to digital media, this year for the first time, we’ve gone digital with a majority of our media buy. We’ve maintained a presence with our traditional media partners with 40 percent of our budget, and are investing 60 percent of our ad dollars in digital. Why Digital as Lead Medium Digital helps stretch our ad budget and allows us to have year round exposure. Allows us to creatively feature more of what makes North Carolina distinctive and memorable, and you’ll see some evidence here with display ads showcasing: Our motorsports heritage and vibrant urban destinations North Carolina’s emergence as a draw for craft brewery enthusiasts Charming personalities like Blackbeard Targeted seasonal efforts like our popular fall foliage season We’ve also expanded our co-op menu to include more digital opportunities for partners.
  22. What We’ve Learned With Our Online Display Campaign Take advantage of the opportunity to experiment more frequently. Embrace and design for short user attention window; message and call to action should be direct and easily digestible. As we’ve added more messages and executions to the mix, made a concerted effort to link display creative to specific, relevant content within VisitNC.com to ensure we deliver a brand experience that drives higher level of engagement. Be mobile friendly. Review each frame independently…
  23. What We’ve Learned With Our Online Display Campaign Review creative in the context of an actual web page, where distractions exist (from articles, other ads, images, rich media, etc). Use rich media strategically; we’ve found interruptive ads may improve recall, but often at the expense of user experience. Online display allows the flexibility to test and learn, fail fast, and respond by leveraging what’s working best.
  24. Pandora Last spring we introduced a North Carolina station on Pandora, showcasing artists and songwriters who have been inspired in North Carolina. Campaign has been very successful. Nearly 40,000 station adds on web and mobile. Web Click-Thru Rate = 2.09% CTR (129% higher than Pandora’s 0.15% Travel Vertical CTR benchmark) Mobile Click-Thru Rate = 4.28% CTR (245% higher than Pandora’s 1.24% Travel Vertical CTR benchmark)
  25. Project 543 Blog We’re making a concerted effort on social, including: Facebook Twitter You Tube Pinterest Instagram Foursquare Flickr Just recently introduced all-new blog dedicated to the stories of unique destinations and attractions across North Carolina. Complementary tool for the brand, the advertising effort, and our “deeper connections” strategy; getting “inside the state’s beauty” to inform, inspire and prompt sharing. 543 represents the number of miles from Manteo, on North Carolina’s coast, to Murphy, in the mountains, and is traditionally considered the width of the state. Labor of love for our marketing director Wit Tuttell, gathered stories from partner input on the people, places and experiences visitors can only find in North Carolina.
  26. Project 543 Blog (continued) Post on average three times per week. Each entry paired with a custom image and type illustration that can be shared on Facebook, Twitter, Pinterest and Google+. Entries appear in no particular order and are promoted via VisitNC.com, the Division&apos;s social media accounts, eNewsletter program and other efforts. In just a very short period of time, without a lot of fanfare, we’ve attracted nearly 20,000 visits, very high click through rates to the partner sites and active sharing among the users. Tremendous response from our own travel industry partners, and many are enthusiastically promoting Project 543 on their own site using the “spread the word” badge shown at the bottom of this slide.
  27. The Hunger Games Another success resulting from opportunistic thinking, planning and collaboration. Worked to cast a bright spotlight on NC travel destinations with extensive media coverage of film locations used in &quot;The Hunger Games,“ which spent $62 million in our state during 112 days of filming and grossed a record $155 million in its opening weekend. PR, web and social media led the way, with the bulk of our investment in time and hustle, not money. Proactively pitched the film&apos;s travel angle to print, broadcast and online outlets for several months, and it paid off in a big way. Nearly four minute feature on “The Today Show” showcasing film locations and related activities. More media highlights included CNN, AP, The New York Times, LA Times, USA TODAY, Toronto Star, the Sun in the UK just to name a few. Editorial placements reached a worldwide audience of 157 million and earned more than $2.5 million in advertising value equivalency . Developed itineraries for VisitNC.com to trace the steps of the film locations and the places popular with the cast and crew during their down time.  
  28. Mobile and Apps Vicki’s review of the research highlighted the fact DMOs are investing and placing greater emphasis on mobile sites rather than apps. Shown here are the existing VisitNC.com on the left and a glimpse of our mobile web app promoting wine tourism in North Carolina. While we’ve enjoyed good success with the mobile wine app, we are focusing more energy on the development of a new VisitNC.com utilizing responsive design, so our content is readily optimized for all platforms including tablets and smart phones. More on mobile More than 20 percent of our site visitors are accessing VisitNC.com from mobile devices (22-23 percent the past 90 days). Wine following same pattern. More notes on new VisitNC.com New VisitNC.com with responsive design addresses the trend of more people accessing the web from mobile; more engaging and shareable content including still and video imagery, not just from Division, but user generated too; enhanced, customized CMS on the back end to make life easier for partners in getting their stories to the forefront  
  29. Measuring Success While visitation, market share and economic impact are ultimate measures, they are also influenced by much more than our own investment and programs. The collective investment of our local DMOs across the state and private sector properties own marketing efforts. To gain a better measure of our direct contribution to the state’s success, we use a variety of measures including:   Campaign effectiveness - Attitude and awareness/ROI studies such as Longwoods (17:1 return in state and local taxes for every dollar spent on paid advertising).   Web analytics – visits and downstream referrals to our travel industry partners. Visits up more than 12 percent year to date and downstream referrals are up 11 percent. Digital – cost per click, and more importantly, cost per activity trending down. Cost per activity measures Key Performance Indicators (KPIs) reflecting level of engagement (Travel Guide order, eNews subscriptions, sweeps entries, brochure downloads and downstream referrals to partner sites).
  30. Measuring Success (continued) VisitNC.com home page VisitNC.com: Refreshed home page content plan has proven effective, with the home page bounce rate improving by 20 percent. This means users are more engaged with the site and more easily locating relevant content.   eNewsletters (350,000 subscribers) Templates were refreshed to match the digital display campaign designs and reflect updates to VisitNC.com. In addition, the redesign supports optimizations made for those viewing newsletters on tablets and mobile devices as more and more people are consuming their content on the go. Level of engagement among eNews subscribers, open and click through rates, has doubled in the short time since these enhancements were made. Social While we’ve grown our social followers and fans steadily, currently about 100,000, engagement remains our key measure including likes, shares, comments, pins – all trending up.
  31. Closing/Thank You Transition Back to Terry?