Aviva Pearson

Eye on Kosice:What Makes a Successful DMO

 

Congratulations on Congratulations on becoming European Capital becoming European Capital

of Culture 2013of Culture 2013

…and the Creation of your …and the Creation of your first DMO!first DMO!

What will a DMO do for What will a DMO do for Kosice?Kosice?• Strengthen the competitive position in Strengthen the competitive position in

national and international travel and tourism national and international travel and tourism marketsmarkets

• Increase tourism market share and annual Increase tourism market share and annual visitor spending visitor spending

• Provide dynamic, innovative and research Provide dynamic, innovative and research based marketing programs that are cost-based marketing programs that are cost-effective, performance-driven and provide a effective, performance-driven and provide a proven return-on-investmentproven return-on-investment

• Assist businesses in tourism development and Assist businesses in tourism development and planningplanning

• Prepare the tourism workforce for the futurePrepare the tourism workforce for the future

A DMO will usually help tourism A DMO will usually help tourism businesses reach the marketplace businesses reach the marketplace

effectively by offering the following effectively by offering the following excellent services:excellent services:

• Offer access to thousands of unique visitors via Offer access to thousands of unique visitors via destination websitesdestination websites

• Manage Information CentresManage Information Centres• Accommodation booking services through TIC and Accommodation booking services through TIC and

website for memberswebsite for members• Advertising for member businesses and events Advertising for member businesses and events

through guides and publicationsthrough guides and publications• PR and publicity assistancePR and publicity assistance• Assistance in sustainable tourism initiatives Assistance in sustainable tourism initiatives • Participation in Meeting Incentive Conference & Participation in Meeting Incentive Conference &

Events (MICE) marketingEvents (MICE) marketing

A DMO will usually help tourism A DMO will usually help tourism businesses reach the marketplace businesses reach the marketplace

effectively by offering the following effectively by offering the following excellent services:excellent services:

• Joint marketing initiatives with National Tourist Joint marketing initiatives with National Tourist Boards (partnership marketing programmes)Boards (partnership marketing programmes)

• Participation in advertising, allowing Participation in advertising, allowing businesses to offer promotionsbusinesses to offer promotions

• Packaging assistance for Group Travel Packaging assistance for Group Travel organizers and promotersorganizers and promoters

• Product development assistance for businessesProduct development assistance for businesses• Access to research including visitor profiles, Access to research including visitor profiles,

economic impact profiles, trends and economic impact profiles, trends and behavioral databehavioral data

• Business TrainingBusiness Training• Consultation and communication with Consultation and communication with

businesses via trade e-newsletterbusinesses via trade e-newsletter

Positioning and Positioning and CompetitorsCompetitors

Identify visitor requirements – What is most important to your visitors?

Conversations with prospective visitors (focus groups) may give you useful information. It will also tell you the language – vocabulary – that visitors use when talking about your destination.

All destinations have competitors - You need to know who and where your competitors are. You need to know their strengths and weaknesses – as well as your own. (This can be done as a SWOT analysis to identify opportunities and threats)

Research – What do you need to know?

Analyse results – What does your research tell you?

Look at your product profiles and identify your USP (Unique Sales Proposition)

Develop the Key Markets/ Develop the Key Markets/ ThemesThemes -Product Clustering -Product Clustering

• Create Product Clusters - Especially for short breaks and first Create Product Clusters - Especially for short breaks and first time visitors, people are less interested in a destination for its time visitors, people are less interested in a destination for its own sake and more interested in the experience they are likely own sake and more interested in the experience they are likely to have. Build events and festivals into the appropriate cluster!to have. Build events and festivals into the appropriate cluster!

e.g.e.g.– Close to Nature; lose yourself without getting lost. Close to Nature; lose yourself without getting lost.

Experience the ‘wow’ factor courtesy of the area’s Experience the ‘wow’ factor courtesy of the area’s unrivalled natural beauty. For this visitor it’s all about fresh unrivalled natural beauty. For this visitor it’s all about fresh air, wildlife and stunning views.air, wildlife and stunning views.

– At One with The Great Outdoors. At One with The Great Outdoors. Escape with a round Escape with a round of golf, some walking, cycling or fishing.of golf, some walking, cycling or fishing.

• All ‘Partners” need to channel into the clusters…All ‘Partners” need to channel into the clusters…

Local Business SuccessLocal Business Success

DMO marketing programmes are DMO marketing programmes are vital to the success of the vital to the success of the destination, and for many of the local destination, and for many of the local businesses, these marketing businesses, these marketing programmes are the only practical programmes are the only practical means for them to market and means for them to market and advertise their goods and services.advertise their goods and services.

DMO Marketing - Weapons DMO Marketing - Weapons of Choiceof Choice

• Improve website and online marketing significantly, Improve website and online marketing significantly, including use of social networking including use of social networking

• Use schools and the community groups to help bolster imageUse schools and the community groups to help bolster image• Create aggressive online PR campaignCreate aggressive online PR campaign• 4G technology – apps, mobile phone technology4G technology – apps, mobile phone technology• Banner advertising/contradealsBanner advertising/contradeals• MicrositesMicrosites

• Develop and undertake marketing campaigns in Develop and undertake marketing campaigns in niche/targeted niche/targeted publicationspublications, both on and offline, including PR campaigns, both on and offline, including PR campaigns

• Enhance look and appeal Enhance look and appeal of arrival print and all collateral (TICs)of arrival print and all collateral (TICs)

• Increase visitor knowledge of Events and FestivalsIncrease visitor knowledge of Events and Festivals with with awareness campaign through PR, email and ad placement. (NB awareness campaign through PR, email and ad placement. (NB Attract new Events & Festivals to Kosice)Attract new Events & Festivals to Kosice)

DMO Marketing - Weapons DMO Marketing - Weapons of Choiceof Choice

• Entice travel writers and GTO’s with Entice travel writers and GTO’s with FAM trips FAM trips

• Create monthly e-newsletter Create monthly e-newsletter (for both visitors and (for both visitors and businesses/stakeholders) . A special newsletter and businesses/stakeholders) . A special newsletter and microsite would be developed for GTO’s.microsite would be developed for GTO’s.

• Attend Attend key consumer/trade travel showskey consumer/trade travel shows

• Work on Work on tandem campaigns tandem campaigns with Businesses and TB’s - with Businesses and TB’s - and other partners (i.e. Food Manufacturers – OPP’s)and other partners (i.e. Food Manufacturers – OPP’s)

• Raise the profile Raise the profile of tourism to residents via local mediaof tourism to residents via local media– Work with local schools to create unique collateral (K4K)Work with local schools to create unique collateral (K4K)

• Improve Improve cross marketing cross marketing between eventsbetween events

• Help market potential of the area to Help market potential of the area to tourism developers & tourism developers & investorsinvestors

DMOs on the Net: KPI’sDMOs on the Net: KPI’s

Improve and evolve the Kosice proposition and Improve and evolve the Kosice proposition and campaignscampaigns

Increase the number of unique visitors to Increase the number of unique visitors to http://http://visitkosice.euvisitkosice.eu

Increase the number of online bookings Increase the number of online bookings (equaling bednights)(equaling bednights)

Generate an increase in Advertising Equivalent Generate an increase in Advertising Equivalent Value (AEV)Value (AEV)

Generate an increase in leads through Generate an increase in leads through promotions and contestspromotions and contests

Increase domestic enquiries Increase domestic enquiries

DMOs on the Net: KPI’sDMOs on the Net: KPI’s

Increase international visitation from overseas Increase international visitation from overseas marketsmarkets

Increase the amount of new email addresses to Increase the amount of new email addresses to receive monthly visitor e-newsletterreceive monthly visitor e-newsletter

Increase access to virtual brochureIncrease access to virtual brochurePromote and manage an increased database of Promote and manage an increased database of

tourism-related listingstourism-related listingsCreation of social network marketing campaignsCreation of social network marketing campaignsFeature travel ideas, travel packages, deals and Feature travel ideas, travel packages, deals and

discounts, and promotions on websitediscounts, and promotions on website

Why DMOs invest heavily in Why DMOs invest heavily in the Internetthe Internet

Reach (as usual)

Potentially lower cost

Easier to measure/evaluate the results effectively

(definitely)

Flexibility (definitely)

Your marketing message is always available (definitely)

e-Marketing campaigns can be more engaging

(definitely)

Personalisation (definitely)

PR KPI’sPR KPI’s

Generate an increase in AEVGenerate an increase in AEVGenerate an increase in references to Generate an increase in references to

ww.visitkosice.eu, in print, on-air and online ww.visitkosice.eu, in print, on-air and online placementsplacements

Increase visitation to the online pressroom Increase visitation to the online pressroom Increase media outreachIncrease media outreach Increase print and online story placement Increase print and online story placement Achieve an increase in Twitter followers and other Achieve an increase in Twitter followers and other

social media websites social media websites Host number of visiting media (give tip)Host number of visiting media (give tip)Develop 10 itineraries that showcase Kosice and Develop 10 itineraries that showcase Kosice and

invite top journalists and bloggers to participate in invite top journalists and bloggers to participate in personalized media tourspersonalized media tours

Groups and MICE: KPI’sGroups and MICE: KPI’s

Increase domestic sales enquiries including Increase domestic sales enquiries including group travel trade, meetings, events and sportsgroup travel trade, meetings, events and sports

Maintain a comprehensive database of domestic Maintain a comprehensive database of domestic group travel tour operators and meeting group travel tour operators and meeting planners, communicating regularly and planners, communicating regularly and effectively through electronic and direct mail effectively through electronic and direct mail targeted marketing for qualified consumer, targeted marketing for qualified consumer, group travel trade, meetings, events and sportsgroup travel trade, meetings, events and sports

Creation of Group Travel and MICE collateral for Creation of Group Travel and MICE collateral for distribution at appropriate industry shows and distribution at appropriate industry shows and DM’s.DM’s.

The Kosice BrandThe Kosice Brand

• Ensure the Kosice brand will:Ensure the Kosice brand will:– Leverage Kosice strengths and heritageLeverage Kosice strengths and heritage– Establish relevance with the target marketEstablish relevance with the target market– Differentiate from regional competitorsDifferentiate from regional competitors

• The Kosice brand needs to communicate: The Kosice brand needs to communicate: Adventure/excitement/funAdventure/excitement/funall ages welcome/great variety of all ages welcome/great variety of

activities for everyoneactivities for everyoneQuality/a warm welcomeQuality/a warm welcome

The Kosice BrandThe Kosice Brand

• Look at commonalities amongst key market Look at commonalities amongst key market segments/clusters to develop overall brand segments/clusters to develop overall brand strategy and positioningstrategy and positioning

• Tell the audience what they don’t already knowTell the audience what they don’t already know

• Appeal to growth audiences without alienating Appeal to growth audiences without alienating tried and true core markettried and true core market

Working in PartnershipWorking in Partnership

• DMO’s work in partnership with Planners, Police, DMO’s work in partnership with Planners, Police, Universities and Schools (Kids for Kids/Adventure Universities and Schools (Kids for Kids/Adventure Tourism – blogging), Businesses, communities, Tourism – blogging), Businesses, communities, Government Organizations, Tourist Boards, Government Organizations, Tourist Boards, Transportation providers, F&B, NGO’s, Food Producers, Transportation providers, F&B, NGO’s, Food Producers, Sports Organizations, Community groups, Arts Councils, Sports Organizations, Community groups, Arts Councils, Heritage Councils, etc…Heritage Councils, etc…

• Many people, many ideas – make sure all partners are Many people, many ideas – make sure all partners are channeled into the ideas and the efforts are channeled into the ideas and the efforts are coordinated…coordinated…

• Work together to maximize the impact! Work together to maximize the impact! (Attractions/Transportation Pass)(Attractions/Transportation Pass)

Help Tourism and Allied Help Tourism and Allied Businesses by holding Businesses by holding workshops and eventsworkshops and events

MarketingMarketingPRPRProduct DevelopmentProduct DevelopmentSocial Networking and BloggingSocial Networking and BloggingBrand developmentBrand development

(Don’t ever forget about secondary spend (Don’t ever forget about secondary spend and the multiplier effect – EIA’s)and the multiplier effect – EIA’s)

Sense of PlaceSense of Place

• Visitors need to celebrate Visitors need to celebrate Slovak/Kosice culture, history, Slovak/Kosice culture, history, heritage, food, folklore and fable, etc heritage, food, folklore and fable, etc – BE UNIQUE– BE UNIQUE

• Teach businesses about developing Teach businesses about developing “Sense of Place” and creating an “Sense of Place” and creating an even even moremore unique product than what unique product than what they are currently offering.they are currently offering.

Place ShapingPlace Shaping

• Make a destination user friendly for Make a destination user friendly for all intended marketsall intended markets– Win:Win situation for visitors and Win:Win situation for visitors and

residents alikeresidents alike– Incentivise communities to get involved Incentivise communities to get involved

and put their stamp on the destination and put their stamp on the destination (same for events)(same for events)

• Literally “Paint the town red”. Really.Literally “Paint the town red”. Really.

European Capital of European Capital of CultureCulture

• Go to Town using this banner – AwarenessGo to Town using this banner – Awareness• World Travel Market Launch as a platform - World Travel Market Launch as a platform -

working with the Slovak Tourist Board to pushworking with the Slovak Tourist Board to push• Look what it did for Liverpool – hundreds of Look what it did for Liverpool – hundreds of

thousands of new visitors, increased investment thousands of new visitors, increased investment into the city and region by businesses, a new into the city and region by businesses, a new convention centre - not just about the Beatlesconvention centre - not just about the Beatles

• Tourism is one of the most important sectors of Tourism is one of the most important sectors of the economy and allows excellent job prospects the economy and allows excellent job prospects and progression for those who are not following and progression for those who are not following the educational routes. It allows for local the educational routes. It allows for local residents to create new businesses, employing residents to create new businesses, employing local people, using local products. local people, using local products.

Make Kosice New and Make Kosice New and ExcitingExciting

• Partnership = What’s in it for me? Partnership = What’s in it for me? – Make it benefit all involved…increase volume Make it benefit all involved…increase volume

and value for all businessesand value for all businesses

• Amazing Marketing and PRAmazing Marketing and PR

• Fabulous BrandingFabulous Branding

• As there is no perception of As there is no perception of Slovakia/Kosice, there is no negative Slovakia/Kosice, there is no negative perceptionperception– Make an amazing impact!!!!Make an amazing impact!!!!

THANK YOUTHANK YOU