Final usus enter2013

A DMO shifting from

”bought and paid for to honest

and deserved” marketing

- a case from Southern Norway

Heidi Sørvig

managingdirector

Southern Norway???

”Sørlandet”

What to do?

• Primarilydomestic market

• Limited resources (money)

• More important to be ”local champion”

than world champion

• Little or noknowlegdeofthe digital

marketing shift

Satisfiedcustomersareour most

important marketing assets

Our ”digital starting” in 2010

Vision:

Sørlandet are to be no.1 in

repeatvisitation/repurchase

It costs up to five times as

much to

developnewcustomers as

it does to

retainexistingcustomerrel

ationships(Framnes and Thjømøe, 2003”

• Part

oftheNorwegianclus

ter program

”Arena”

• 74

companiesthatwork

in a

commitednetwork

• Research and

Innovation

• Digital is

fundamental

EXPERIENCES

DREAMS

BeforethevisitGUEST MANAGEMENT

SYSTEM

Afterthevisit

MEMORIES

REPURCHASE

RECOMMENDATION

During thevisit

Management systems(RevenueMangement)

Visitor experiencesand repeatvisitation/repurchase

ERM systems

Time2012 2016

Corporate Social Responsibility

Secureshort-

termresults, whiledevelopin

gstrategic and long-term

CRM systems

analog

digital

Ensurepresentation

Attitudes, tools and methods

Are yourcustomerssaying ”thankyou” or WoW?

Complaintsarethe best!

Want to be best in theindustry? Involveyourcustomers!

Everybodyonboard!

Futureroleof DMO?

• No longer in ”chargeofthe marketing”

• Facilitator to assisttheindustry to be the

best – customerexperiencesarekey

• Flexible and change-oriented

So whatabout Southern Norway?

• Constantlytrying to keep up withchanges.

• Clusternetworkbasedonindustryneeds.

• Knowlegde-basedorganizationwithhigh

digital focus.

• No prestige in doingeverythingourselves –

better to partner withthe best.

MEET THE CUSTOMER WHERE THE CUSTOMER IS!

Thankyou!

heidi@visitsorlandet.com/hsorvig