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2013 DMO MarketingActivities Study Canadian Version
A Benchmark Study on Destination Marketing Practices
Confidential
Funded by
DMO Marketing Activities Study
Canadian DMO Marketing Activities Study
© 2013 Destination Marketing Association International. All rights reserved. This report may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by an information storage and retrieval system, without permission from the publisher.
Canadian DMO Marketing Activities Study 2
TABLE OF CONTENTS
INTRODUCTION ........................................................................................................................................................ 3 RESPONDENTS ........................................................................................................................................................ 4 EXECUTIVE SUMMARY ............................................................................................................................................. 5 DETAILED RESEARCH FINDINGS (INCLUDING BUDGET CATEGORY BREAKDOWNS) ........................................................ 9 QUESTIONNAIRE .................................................................................................................................................... 21 ABOUT DMAI AND THE DESTINATION & TRAVEL FOUNDATION ................................................................................. 25
Canadian DMO Marketing Activities Study 3
INTRODUCTION The inaugural Canadian DMO Marketing Activities Study focuses on marketing budgets, strategies and initiatives. The goal of this study is to provide Canadian DMOs with a unique and invaluable informational resource to guide their marketing, budgeting and planning. The report covers the following key areas and themes:
Budgets
How budgets are deployed
Traditional and digital marketing mediums and initiatives
International marketing efforts
Current and future website applications and integration
Mobile websites and destination apps In February 2013, an online survey was sent to 125 Canadian DMO marketing executives. A total of 22 DMOs responded (representing $193.2 million in total budgets combined) for an 18% response rate. The data is broken out in six budget range categories:
Budget Range Number of
DMO Respondents
Less than $250,000 5
$250,000-$1,000,000 5
$1,000,001-$5,000,000 6
$5,000,001-$16,000,000 3*
$16,000,001 or more 3*
* small sample size; directional use only
The Canadian DMO Marketing Activities Study is published by the Destination Marketing Association International (DMAI), which protects and advances the success of official destination marketing organizations worldwide. This study was funded by a grant from the Destination & Travel Foundation. DMAI and the Destination & Travel Foundation thank all of the respondents for their invaluable contributions to this study.
Canadian DMO Marketing Activities Study 4
RESPONDENTS
Canadian Tourism Commission
Cariboo Chilcotin Coast Tourism Association
Destination Osoyoos
Destination St. John's
Discover Saint John
Nelson Kootenay Lake Tourism
Ottawa Tourism
Revelstoke Tourism
Stratford Tourism Alliance
Sunshine Coast Tourism
Tourism Burlington
Tourism Calgary
Tourism Golden
Tourism Langley Association
Tourism Moose Jaw
Tourism Surrey
Tourism Toronto
Tourism Vancouver
Tourism Vancouver Island
Tourism Winnipeg
Tourisme Montréal
Vancouver Coast & Mountains Tourism Region
Canadian DMO Marketing Activities Study 5
EXECUTIVE SUMMARY
DMOs Leverage Significant Buying Power for Destination Marketing
DMO investment in representing their destinations is substantial, almost two hundred million dollars per annum. Almost one-half (45%) of this investment is devoted to marketing activities (including advertising, online and website efforts, consumer shows and promotions) less personnel.
Specific DMO expenditures (over the last three years) include more than $6.2 dollars in advertising production; $4.9 million in website and mobile applications development/programming and more than $2.2 million in video and photography, totaling more than $13 million.
All DMO Respondents
Combined Average DMO*
Total DMO Budget $193.2 million $1,200,000
DMO Marketing Budget $86.7 million $360,000
* median average
Investment in Last Three Years All DMO Respondents
Combined Average DMO*
Advertising Production $6,200,000 $295,400
Website, Mobile Apps $4,900,000 $223,500
B-roll Video and/or Photography $2,200,000 $100,400
* mean average
Canadian DMO Marketing Activities Study 6
DMO Marketing Presence Spans Globe
Slightly more than half of responding DMOs invest in marketing internationally. The United States, the United Kingdom, China and Germany are, by far, the most popular countries for DMOs.
Where DMOs are Present (Top Ten Countries) % of DMOs who Market Internationally
1. United States 100
2. United Kingdom 77
3. China 69
4. Germany 62
5. Australia 54
6. Japan 46
7. France 38
8. South Korea 38
9. Mexico 31
10. Brazil 31
Canadian DMO Marketing Activities Study 7
Traditional Marketing Still Commands Large Share of DMO Leisure Marketing Budget
Although traditional marketing (print/broadcast advertising, consumer shows/events) commands slightly more than half of DMO leisure marketing dollars, there is a noticeable commitment toward digital marketing.
% of DMO Leisure Marketing Budget
Traditional Marketing 52
Digital Marketing 46
* sums do not total 100% due incomplete responses
Print Advertising 35
Search Engine Optimization/Pay-per-Click 28
TV/Cable 6
Outdoor Advertising 4
Radio 2
Direct Mail 2
Other 16
Canadian DMO Marketing Activities Study 8
DMOs Integrate Online Activities, Especially Social Media, into Overall Marketing Efforts
DMOs have fully embraced a wide variety of online activities into their overall destination marketing efforts. Social media, banner ads and adwords/search engine marketing dominate, with each receiving roughly the same budget allocation.
Social media is now a permanent, multi-channel element of destination marketing, with all responding DMOs present on Facebook and Twitter, and a majority on YouTube and Pinterest.
DMO Online Marketing Budget Allocation (%)
Social Media 29
Banner Ads 25
Adwords/Search Engine Marketing 23
DMO Social Media Presence % of DMO
Respondents
Facebook 100
Twitter 100
YouTube 95
Pinterest 73
Flickr 59
Instagram 55
DMOs Continue to Invest in Websites, Adopt Mobile Sites over Apps
DMO websites continue to command a high level of investment as market expectations for more sophisticated content and functionality increase. More than three-fourths of DMOs use a Content Management System (CMS) and more than one-quarter have staff devoted to website content management.
Eight out of ten DMOs have or plan to have a mobile version of their website available by the end of 2013. The development of destination apps are moving at a slower rate – 41% have or plan to have one ready to launch by the end of 2013.
% of DMO
Respondents
Has Content Management System for Website 82
Present on Website
Calendar of Events 86
Deals and Discounts 73
Mapping Technology 59
User-generated Content 45
Online Booking Engine for Lodging 36
Trip or Itinerary Builder 27
% of DMO
Respondents
Has/Plans to Have by End of 2013:
Mobile Version of Website 81
Destination App 41
Canadian DMO Marketing Activities Study 9
DETAILED RESEARCH FINDINGS
Marketing Budget
The average (median) Canadian DMO marketing budget, excluding personnel costs, is $290,000. The combined marketing budget of the responding DMOs is $86.7 million.
($) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Average Marketing Budget (median) 360,000 70,000 250,000 500,000 4,400,000 10,385,000*
* excludes the Canadian Tourism Commission
Leisure vs. Meetings & Conventions Marketing Budget Allocation
On average, more than three-fourths of the DMOs’ marketing budget is allocated to leisure market activities. This percentage, however, dips among larger DMOs, typically more involved in the meetings and conventions market.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Leisure 81 87 91 71 68 86
Meetings & Conventions 17 13 8 25 25 14
Other 2 -- 1 4 7 --
Marketing Investment in Last Three Years
DMOs spent a total of $6.2 million in advertising production in the last three years with an additional $4.9 million in technology (website development and programming, mobile applications). B-roll video/photography saw a $2.2 million investment. Average investment in these three areas appears to be predominately a function of budget size.
(Average Investment - $) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Advertising Production 295,400 28,400 57,300 58,900 359,000 2,172,500
Website, Mobile Apps 223,500 33,400 17,500 74,000 872,800 533,300
B-roll Video and/or Photography 100,400 29,000 17,000 83,200 154,800 338,300
Canadian DMO Marketing Activities Study 10
DMO INTERNATIONAL MARKETING ACTIVITIES
Budget Allocation for International Marketing and Presence
More than one-half of DMOs have committed marketing dollars to the international visitor marketplace.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Market Internationally 59 60 40 33 100 100
The choice of specific countries somewhat parallels that country’s visitor and visitor spending levels to Canada as well as the cost of doing business in that country. The United States, the United Kingdom, China and Germany are the top four international visitor markets for DMO involvement. (% of Total Marketing Bu
Canadian Visitors: Country of Origin 2012p+
(Country Present - % of DMO Respondents)
Total Less than $250,000
$250,000-$1,000,000*
$1,000,001-$5,000,000*
$5,000,001-$16,000,000
$16,000,001 or more
25,317,946 United States 100 100 100 100
671,485 United Kingdom 77 67 100 100
421,986 China 69 33 100 100
322,380 Germany 62 33 100 67
272,224 Australia 54 67 67 33
240,025 Japan 46 -- 67 67
461,919 France 38 -- 67 100
150,611 South Korea 38 -- 33 67
153,414 India 31 -- 33 67
147,698 Mexico 31 -- 33 100
94,555 Brazil 31 -- 33 67
Note: Three DMO response rankings per country required for a statistically valid ranking for Overall column.
+ Statistics Canada
* insufficient sample
Canadian DMO Marketing Activities Study 11
International Market Prioritization
The United States, the United Kingdom and Germany are the three top priority ranked international visitor markets for the majority of DMOs (Germany slips slightly below China for the $16,000,001+budget range).
Priority Ranking
Overall Less than $250,000+
$250,000-$1,000,000*
$1,000,001-$5,000,000*
$5,000,001-$16,000,000+
$16,000,001 or more+
Priority Ranking
1 United States United Kingdom United States United Kingdom 1
2 United Kingdom United States United Kingdom China 2
3 Germany Australia Germany Germany 3
4 China France United States
4 France
5 France China 5
6 Australia Japan Japan 6
7 Mexico Australia Mexico 7
8 Japan Brazil Brazil
8 South Korea
9 South Korea 9
10 India India 10
11 Brazil 11
Note: Three DMO response rankings per country required for a statistically valid ranking for Overall column.
* insufficient sample
+ small sample, directional only
++ incorporates CTC’s strategic decision to not market in the US
DMO International Representation/Satellite Office
Only two of the responding DMOs have international representation and/or a satellite office abroad. Key countries: France, Germany, Japan, Brazil.
Canadian DMO Marketing Activities Study 12
DMO DIGITAL MARKETING ACTIVITIES Traditional vs. Digital Marketing Budget Allocation
Traditional marketing (print/broadcast advertising, consumer shows/events) still commands a slightly larger share of DMO leisure marketing dollars, though there is a noticeable commitment toward digital marketing.
(% of Total Marketing Budget) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Traditional Marketing 52 45 56 69 52 23
Digital Marketing 46 51 40 31 48 77
* sums do not total 100% due incomplete responses
Budget Allocation for Specific Leisure Marketing Activities
Print advertising, long a mainstay of DMO leisure marketing, is steadily giving way to digital marketing, especially SEO, in terms of share of DMO marketing budgets.
(% of Total Marketing Budget) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Print Advertising 35 36 53 39 24 13
Search Engine Optimization/Pay-per-Click 28 31 9 25 37 75
TV/Cable 6 7 1 8 17 --
Outdoor Advertising (billboards, transit, etc.) 4 1 4 5 5 3
Radio 2 2 3 1 5 2
Direct Mail 2 -- 5 1 2 3
Other+ 16 23 15 24 10 --
* sums do not total 100% due to rounding
+ consumer shows (three mentions); digital advertising (two mentions); facebook campaigns, giveaways, email (one mention each)
Canadian DMO Marketing Activities Study 13
Outside Agency for Print, Broadcast, Online Marketing Campaign Development & Media Placement
The use of an outside agency is more common among larger DMOs – 100% of DMOs with budgets of $5 million or more to no DMOs under $250,000. Having more than one agency generally increases with budget size.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Outside Agency 55 -- 60 50 100 100
More than one agency for print, broadcast, online (% of who have outside agency)
67 -- 67 33 67 100
Online Marketing Budget Allocation
Social media campaigns/sites and banner ads comprise more than half of DMO online marketing budgets, with an additional 23% allocated to adwords/search engine marketing.
Google, by far, garners the lion’s share of the DMO adwords/search engine marketing budget, commanding, on average, 83%.
(% Online Marketing Budget) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Social Media Campaigns/Sites 29 32 45 30 13 12
Banner Ads 25 20 31 20 38 23
Adwords/Search Engine Marketing 23 26 15 30 21 20
% spent on Google 83 90 68 84 92 85
OTA Campaigns 2 -- -- 3 2 7
Mobile Campaigns 3 -- 8 3 2 2
Email List Acquisition 2 2 -- -- 10 --
App Development 2 -- 1 5 -- 3
Other+ 5 -- -- 10 13 --
+ advertorials, network buys, digital infrastructure (one mention each)
Canadian DMO Marketing Activities Study 14
Social Media Activity
DMOs have embraced and integrated social media into their overall marketing efforts. Not surprisingly, all DMOs have a presence on Facebook and Twitter. The average number of fans/followers for both is impressive: almost 23,000 for Facebook and more than 8,000 for Twitter. Youtube is a close third, with a 95% presence. Pinterest, a theme-based, photo sharing website launched in 2011, is rapidly being embraced by DMOs, with all of the large DMOs already using the site to visually share their destination.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Facebook 100 100 100 100 100 100
Total fans/followers 496,888 17,483 7,776 30,576 73,053 368,000
Ave. # fans/followers (mean) 22,585 3,497 1,555 5,096 24,531 122,667
Ave. # fans/followers (median) 2,975 1,900 1,631 3,583 22,000 106,000
Twitter 100 100 100 100 100 100
Total fans/followers 186,029 5,579 12,335 30,053 47,162 81,900
Ave. # fans/followers (mean) 8,456 1,116 2,467 6,509 15,721 27,300
Ave. # fans/followers (median) 3,250 300 3,500 5,854 11,962 36,000
YouTube 95 80 100 100 100 100
Pinterest 73 60 80 50 100 100
Flickr 59 20 60 50 100 100
Instagram 55 60 20 33 100 100
Google+ 41 40 20 33 33 100
SCVNGR 5 -- -- -- -- 33
Other+ 23 40 40 17 -- --
+ LinkedIn, Foodspotting, Tripadvisor, redit, blog (one mention each)
Almost two-thirds of DMOs are leveraging social media to increase their following and promote the destination brand.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Social Media Campaigns to Acquire More Followers/Promote Brand
64 80 40 67 67 67
Canadian DMO Marketing Activities Study 15
Mobile Activity
DMOs continue their forays into technology-based marketing with the development of a mobile version of their website. More than eight out of ten DMOs (81%) have/will have a mobile website by the end of 2013. Currently, 73% have a mobile version with no dramatic difference between most budget ranges except those under $250,000. Of the remaining 27%, one-third plan to have a mobile website completed by yearend.
Destination apps are experiencing a slower adoption rate among DMOs. Currently, only 32% have a destination app. 2013 should see a few more DMOs coming online, reaching 41%.
Destination app platforms for the iPhone and Android dominate with a Blackberry version third.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Has Mobile Version of Website 73 40 80 67 100 100
Planning for 2013 33 33 100 -- -- --
(Net) - Has/Plans to Have 81 60 83 67 100 100
Destination App 32 20 -- 33 33 100
Planning for 2013 13 25 20 -- -- --
(Net) - Has/Plans to Have 41 20 20 33 33 100
Destination App Platforms * * * * *
iPhone 78
Android 78
Blackberry 67
iPad 56
Windows 22
Other 11
* insufficient sample
Canadian DMO Marketing Activities Study 16
Mobile Activity
Having foreign language mobile websites are not a ‘must-have’ for the vast majority of DMOs at this time. Of those who have made the investment, French and German figure most prominently.
(% of DMO Respondents with Mobile Website)
Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Mobile Website Languages
English Only 69 100 75 75 67 33
French 25 -- -- 25 33 67
German 13 -- -- -- 33 33
Spanish 6 -- -- -- -- 33
Korean 6 -- -- -- -- 33
Portuguese 6 -- -- -- -- 33
Italian -- -- -- -- -- --
Chinese -- -- -- -- -- --
Japanese -- -- -- -- -- --
Note: small sample sizes, results directional only
Consumer Email Activity
Two-thirds of all DMOs have active consumer databases. Database sizes range from 400 to 600,000.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Has A Consumer Email Database 68 20 80 67 100 100
Total Active/Clean Records 937,200 * 5,400 45,300 195,500 690,000
Average Number of Active/Clean Records (mean)
56,533 * 401 3,833 46,685 230,000
Average Number of Active/Clean Records (median)
1,000 * 201 2,661 35,000 45,000
Canadian DMO Marketing Activities Study 17
Website
DMOs’ commitment to their website continues to grow with 27% committing staff resources to content management with a slightly larger amount among the larger DMOs. Content management systems are used by more than three-fourths of DMOs with Wordpress holding an overall 39% market share in a crowded marketplace. The presence of user-generated content on DMO websites is not universal, with fewer than half including it. For those DMOs who do include, TripAdvisor is the dominant third party content provider, at 100%.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Total Webpages (2012) 13,626,000 88,581 274,000 1,258,000 5,087,000 6,919,000
Average Webpages (2012) 757,300 22,145 91,000 252,000 1,696,000 3,459,500
Website Content Manager on Staff 27 20 20 33 33 33
Has Content Management System 82 80 60 83 100 100
CMS * * * * *
WordPress 39 25 -- 80 -- 66
Drupal 22 -- 66 -- 33 33
Joomla! 22 50 33 -- 33 --
simpleview 6 -- -- -- 33 --
Customized/In-house 6 25 -- -- -- --
Other+ 5 -- -- 20 -- --
* small sample size for individual budget categories, directional only. Sums do not total 100% due to multiple responses or ‘don’t know’ response.
+ Catalyst (one mention)
User-generated Content on Website 45 20 20 50 100 67
Integrated Third Party Content* * * * * 100
TripAdvisor 100
Yelp.com --
Urbanspoon --
Zagat --
Other+ 14
* small sample for total respondents, directional only. Insufficient sample for individual budget categories except $16,000,001+. Sums do not total 100% due to multiple responses
+ Flickr, YouTube (single mention each)
Canadian DMO Marketing Activities Study 18
Website (cont’d.)
Website functionality is fairly consistent across the board for having a calendar of events, deals and discounts. Mapping technology and the ability to book lodging is more common among larger DMOs with Google Maps the preferred mapping provider. Meridian followed by JackRabbit are the most popular booking engines.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Present on DMO Website
Calendar of Events 86 100 80 67 100 100
Deals and Discounts 73 80 60 83 67 67
Trip or Itinerary Builder 27 20 -- 50 33 33
Voluntourism Opportunities 5 -- -- -- 33 --
Other+ 14 20 20 17 -- --
+ online chat, featured members, visitor guide download (single mention)
Mapping Technology on Website 59 40 20 67 100 100
Google Maps 92 * * 100 100 67
Mapquest -- * * -- -- --
Bing -- * * -- -- --
Other 8 * * -- -- 33
* insufficient sample
Online Booking Engine for Lodging on DMO Website*
36 -- 20 33 100 67
Meridian 50 -- ** ** 100 50
JackRabbit 38 -- ** ** -- --
Other+ 13 -- ** ** -- 50
* small sample size for Total Respondents; results directional only
** insufficient sample
+ reservit (one mention)
Uses Google Analytics 95 100 100 100 100 *
* insufficient sample
Canadian DMO Marketing Activities Study 19
Website (cont’d.)
Fewer than half of responding DMOs use customer relationship management (CRM) software, with this percentage rising among larger DMOs. Integrating CRM with the website is also prevalent among the larger DMOs.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Uses Customer Relationship Management (CRM) Software
45 20 20 50 100 67
CRM Provider * *
Simpleview 50 67 33 50
SMI/D3000 10 -- 33 --
USDM -- -- -- --
iDSS -- -- -- --
Ungerboeck -- -- -- --
Other+ 40 33 33 50
+ Microsoft, SAP (single mention each)
Website and CRM integrated 70 * * 33 100 100
* insufficient sample
The presence of advertising (other than paid listings) on the DMO’s website is not uncommon, with 50% including it. The larger DMOs, however, are more likely to have the resources to pursue this revenue stream. For those who do, the responsibility for selling the advertising generally falls to the in-house staff.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
Advertising on DMO Website (other than paid listings)
50 40 20 50 100 67
How Ads are Sold * *
In-house Staff 82 100 67 50
Outside Agency 18 -- 33 50
* insufficient sample
Canadian DMO Marketing Activities Study 20
Website (cont’d.)
The websites of larger DMOs are more likely to be translated into languages other than English, the most common being French, Spanish, German and Chinese.
(% of DMO Respondents) Total Less than $250,000
$250,000-$1,000,000
$1,000,001-$5,000,000
$5,000,001-$16,000,000
$16,000,001 or more
DMO Website Languages
English Only 64 100 80 67 33 --
French 27 -- -- 17 67 100
Spanish 18 -- -- 17 33 67
German 18 -- -- -- 67 67
Chinese 18 -- -- 17 33 67
Portuguese 14 -- -- -- 33 67
Korean 14 -- -- -- 33 67
Japanese 9 -- -- -- 33 33
Italian 9 -- -- -- 33 33
Russian -- -- -- -- -- --
Arabic -- -- -- -- -- --
Other* 9 -- 20 -- 33 --
* homepage/partial website translated; Chinese for travel trade (one mention each)
Canadian DMO Marketing Activities Study 21
Appendix: Questionnaire DMAI Canadian DMO Marketing Practices Study
Thank you for taking the time to complete DMAI’s Canadian DMO Marketing Activities Study questionnaire! It should take about ten minutes to complete and will provide valuable insight into how DMOs plan, allocate and execute their marketing budgets. Thank you!
What is the name of your DMO? _______________________________________________________
Contact Name: _____________________________________________________________________
Contact Email: _____________________________________________________________________
1. What is your DMO’s total budget for the current fiscal year? (Please enter as a number) $________________
2. Is your organization a: DMO PMO RTO NTO Other: __________________
3. What is your DMO organizational structure? a. Non-profit b. For profit c. City Gov’t. Agency
d. Provincial Gov’t. Agency e. Crown Corporation
f. Government Entity/Authority g. Other (Please specify):_________
4. What is your DMO’s total marketing budget for the current fiscal year? Include all monies spent on advertising [print, broadcast, online, outdoor, etc.], public and press relations, publications & printing, direct mail, list subscriptions, research, promotional items, etc. Do not include staff costs, extraordinary web development or media production. $ _____________
5. What percentage of your DMO’s marketing budget is spent on the leisure market (consumer and travel trade) versus the meetings and conventions market? (Please ensure your answers do not exceed 100% in total):
______ Leisure [END SURVEY If = 0] ______ Meetings and conventions
6. Over the last three years in aggregate, please estimate how much your DMO has spent on each of the following. (Please enter as a number)
Advertising production: $_____________________
B-roll video or photography: $______________________
Web development, programming and/or mobile applications such as smartphone apps [Please do NOT include costs for separate website/mobile apps for the meetings/conventions market]: $________________
7. What percentage of your DMO’s leisure marketing budget goes to (Please ensure your answers do not exceed 100% in total):
______ Traditional marketing (e.g., broadcast/print advertising, consumer shows/events)
______ Digital marketing (e.g., search, social media) 8. Please estimate what percentage of your DMO’s leisure marketing budget is devoted to the following (Please
ensure your answers sum to 100%):
Print Advertising TV/Cable Radio
Outdoor Advertising Direct Mail
SEO/Pay-per-click Other (Please specify)
Canadian DMO Marketing Activities Study 22
9. Do you employ an outside agency to assist in campaign development and media placement for traditional print, broadcast or online marketing?
Yes No
10. Do you have more than one agency for print, broadcast and online activities? Yes No
11. Does your DMO have a consumer email database? Yes No
12. Approximately how many active/clean records does the database have? _________
13. Does your DMO market internationally? Yes No [SKIP TO Q19]
14. Please check all the international markets where your DMO has a marketing presence:
United States Mexico United Kingdom France
Italy Germany Spain Belgium
Russia Other Europe China Japan
India South Korea Other Asia Australia
Brazil Argentina Other Latin America Central America
Africa Middle East
15. Please rank the markets in order of importance/budget allocation using “1” as most important:
United States Mexico United Kingdom France
Italy Germany Spain Belgium
Russia Other Europe China Japan
India South Korea Other Asia Australia
Brazil Argentina Other Latin America Central America
Africa Middle East
16. Does your DMO have an enhanced international presence in the form of retained representation or satellite office?
Yes No
17. Please check the locations where you have a satellite office or retain representation:
United States Mexico United Kingdom France
Italy Germany Spain Belgium
Russia Other Europe China Japan
India South Korea Other Asia Australia
Brazil Argentina Other Latin America Central America
Africa Middle East
18. What percentage of your total marketing budget is spent on international marketing efforts? (Please include
both meetings and leisure marketing segments, and please ensure your answers do not exceed 100% in total):
______ International meetings ______ International leisure
Canadian DMO Marketing Activities Study 23
19. Please estimate what percentage of your online marketing budget is spent on (Please ensure your answers sum to 100%):
______ Adwords/Search engine marketing (e.g., Google, Bing, Yahoo)
______ Banner ads
______ Email list acquisition
______ Mobile campaigns (Excl. app development)
______ App development (Excl. mobile campaigns)
______ Social Media campaigns/sites
______ OTA campaigns (e.g., Orbitz, Travelocity, Expedia)
______ Other (Please specify)
20. What percentage of your Adwords/Search engine marketing budget is spent on Google?
21. Does your DMO have an active account, website, or channel established with any of the following? (Please select all that apply)
Facebook Scvngr Instagram
Twitter YouTube Pinterest
Google Plus Flickr Other (Please specify______
22. How many fans/followers does your Facebook page have? _________________
23. How many fans/followers does your Twitter account have? ________________
24. Does your DMO regularly run campaigns or promotions using social media to acquire more followers and/or promote your brand? Yes No
25. Do you have a Content Manager solely dedicated to your website(s) on staff? Yes No
For the next section, if your DMO has a separate consumer/leisure-oriented website, please answer the remaining questions for that website. If your DMO has only ONE website, please answer the remaining questions for that website.
26. How many unique visits to your website in 2012? _______________________
27. Which website analytics do you use?
Google Analytics Omniture Unica Webtrends ClickTale VisiStat Other
28. Do you support a mobile version of your website? Yes No
29. Do you plan on developing/supporting a mobile version of your website in 2013? Yes No
30. Have you developed a destination app? Yes No
31. Do you plan to develop one in 2013? Yes No
32. For which platforms? (Please select all that apply)
iPhone iPad Android Windows Blackberry Other (Please specify___________
33. Do you use a content management system (CMS) to manage your website? Yes No
34. What content management system (CMS) do you use? (e.g., Wordpress, Druple, Joomla, etc.): ____________
35. Do you use customer relationship management (CRM) software? Yes No
Canadian DMO Marketing Activities Study 24
36. Which CRM vendor do you use? Simpleview Ungerboeck
iDSS USDM
SMI/D3000 Other (Please specify) _______
37. Is your website integrated with your CRM (Customer Relationship Management) software? Yes No
38. Do you have an online booking engine for lodging on your DMO website? Yes No
39. Which online booking engine do you use? (Please select all that apply)
hotels.com ARES Travelocity
Orbitz Jack Rabbit Regatta Travel
Meridian Other (Please specify) _______
40. Do you support user-generated content on the DMO website? Yes No
41. Do you integrate content from any of the following third party sites? (Please select all that apply)
Trip Advisor Urban Spoon Zagat
Yelp.com Other (Please specify) ____________________
42. Please indicate which of the following are supported on your website: (Please select all that apply) Trip or itinerary builder Calendar of events Deals and discounts
Voluntourism opportunities Other (Please specify) ____________________ None
43. Does your site support mapping technology? Yes No
44. Which provider? Google Maps Mapquest Bing Other (Please specify) ______________
45. Does your website support advertising (other than paid listings)? Yes No
46. Do you sell ads: (Please select all that apply) Directly with in-house staff Through an outside agency
47. In what languages, other than English, is your website? (Please select all that apply) Spanish French Italian Arabic
Chinese German Japanese Korean
Portuguese Russian None (English only) None (French only) Other (Please specify) ____
48. In what languages, other than English, is your mobile website? (Please select all that apply) Spanish French Italian Arabic
Chinese German Japanese Korean
Portuguese Russian None (English only) None (French only) Other (Please specify) ____
Please provide any additional comments on your marketing activities.
Canadian DMO Marketing Activities Study 25
ABOUT DESTINATION MARKETING ASSOCIATION INTERNATIONAL Destination Marketing Association International (DMAI) protects and advances the success of destination marketing worldwide. DMAI’s influential membership includes nearly 600 official destination marketing organizations (DMOs), also known as tourism boards or Convention and Visitor Bureaus) from more than 15 countries that command $1.5 billion in annual budgets. As the world’s largest and most reliable resource for DMOs, it provides more than 4,000 individual members – professionals, industry partners, educators and students – the most innovative and relevant educational resources, networking opportunities and marketing intelligence worldwide.
ABOUT THE DESTINATION & TRAVEL FOUNDATION The Destination & Travel Foundation enhances the destination marketing and travel professions through research, education, visioning and development of resources and partnerships for those efforts. Tackling the most pressing issues of the day and the vexing problems ahead, the Foundation engages industry leaders and experts in various fields to determine innovative and creative strategies. The ultimate goal is to prepare the industry to deal with the rapidly changing business environment.
Destination Marketing Association International
Destination & Travel Foundation
2025 M Street, NW, Suite 500
Washington, DC 20036
www.destinationmarketing.org
1.202.296.7888