e marketing by dmos techniques and keys to success
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e marketing by dmos techniques and keys to success

e-Marketing by DMOs – Techniques and keys to success

Dr Roger Carter

Managing Director, TEAM

UNCTAD Expert Group Meeting on ICT and Tourism for Development

30 November 2005

speaker background
Speaker background
  • Twenty five years working for tourism organisations – national, regional and city – within the UK
  • Since 1997, consultancy in strategy, business planning and operations management for destination management and marketing organisations – strong focus on e-business
  • Co-authored the WTO Business Council publication, “Marketing Tourism Destinations Online”, 1999, + successor publication “E-Business for Tourism, published in October 2001
  • Recent work for European Travel Commission and for tourism organisations in Cape Town/Western Cape, Seychelles, Estonia, Slovenia, Madeira, Ireland and throughout the UK
agenda
Agenda
  • The marketing communications life-cycle and its application to leisure and business tourism segments
  • The drivers of change for DMOs
  • Nine keys to future success in e-marketing
agenda4
Agenda
  • The marketing communications life-cycle and its application to leisure and business tourism segments
communications life cycle clc leisure
Communications Life Cycle (CLC) - Leisure
  • …. or ‘the customer journey’
  • Let us consider the leisure consumer perspective first
  • This represents a key conceptual framework for the application of new media by DMOs
  • DMOs must optimise their opportunities by responding effectively to the requirements of the visitor at each stage in the cycle
  • Media for communication between DMO and consumers will vary at each stage in the life cycle

Dream/ select

Plan

Book

Visit

Dream again

V

us online travellers positions within the clc
US online travellers – positions within the CLC

Around 50%

35-40%

< 10%

Source: Canadian Tourism Commission (Spring 2002) - Role of the Internet in the vacation travel of North Americans.

clc and e marketing for business tourism
CLC and e-marketing for Business Tourism
  • Is the CLC concept relevant for business tourism? Yes!
  • The business tourism application must be divided into two – communications with the meeting planner and with the ‘delegate’
  • Let us start with the CLC for the planner of conventions, congresses, conferences, exhibitions etc:
  • Again DMOs, through their Convention Bureaux, must optimise their opportunities by responding effectively to the requirements of the meetings planner at each stage in the cycle

V

Options evaluation

Event

Planning

Venue Booking + Hotel Room Allocation

The event

Planning the next event

clc for conference and exhibition delegates
CLC for conference and exhibition delegates
  • Varying levels of Convention Bureau interest in promotion to delegates. Some leave it to the organisers; others wish to get involved. Why do it?
  • Because the Convention Bureau can work with the meeting planner to maximise attendance at the event and exploit the potential for follow-up visits, whether for business or leisure travel
  • For those that are interested, the CLC for delegates looks more like that of the leisure consumer
  • Let’s look again at the communication opportunities at each stage in the life cycle

V

Decision to attend

Plan

Book

Visit

Future trip planning

agenda19
Agenda
  • The marketing communications life-cycle and its application to leisure and business tourism segments
  • Three drivers of change for DMOs
slide20

Three drivers of change in DMO marketing

1. The central role of technology for everyone

  • Consumers
  • Intermediaries
  • Businesses

2. Demanding consumers

3. Commercial players

  • Operating in your space, where once only you operated
  • They need income so they are customer focused
  • They have efficient business processes
  • They have effective distribution
  • And they don’t stand still - always refining and improving
slide21

So, who needs a DMO?

  • As intermediaries, must add value or die
  • What can they do better than the private sector?
  • What are they most truly competent at?
  • They must become expert in exploiting the opportunities that technology offers
  • And encourage and enable their tourism businesses, especially the SMEs, to become expert also
agenda22
Agenda
  • The marketing communications life-cycle and its application to leisure and business tourism segments
  • Three drivers of change for DMOs
  • Nine keys to future success in e-marketing
nine keys to future success in destination e marketing
Nine keys to future success in destination e-marketing
  • Reach as many potential customers as possible
  • Maximise the lifetime value of customers, by maintaining the relationship
  • Create a compelling website experience
  • Maintain high quality content
  • Deliver sales, directly or indirectly
  • Offer customised packaging
  • Engage tourism businesses, to deliver the inventory
  • Demonstrate return on investment – performance evaluation and benchmarking
  • Ensure effective electronic distribution of information to travellers and visitors, including location based services
resum
Resumé
  • The communications life-cycle (or ‘the customer journey’) as a conceptual framework for e-marketing for both leisure and business tourism
  • The drivers for change that require the adoption of new tools and techniques to realise future opportunities and to genuinely add value
  • Keys to success in destination e-marketing – the key issues for DMOs to consider in the development of their new media applications
thank you for your attention

Thank you for your attention!

For further information:

Dr Roger Carter

[email protected]

+44 1242 512 279

1 December 2005

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