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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


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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


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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


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Agenda

  • The marketing communications life-cycle and its application to leisure and business tourism segments


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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






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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.


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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





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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





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Agenda

  • The marketing communications life-cycle and its application to leisure and business tourism segments

  • Three drivers of change for DMOs


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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


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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


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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


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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



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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


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Thank you for your attention!

For further information:

Dr Roger Carter

[email protected]

+44 1242 512 279

1 December 2005


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