The future role of a DMO - from a regional perceptive in Southern Norway

Heidi SørvigVisit Sørlandet

How to turn things?

Our EXISTING visitors are our best marketeers

Sørlandet! Kristiansand

Kristiansand!Kristiansand Sørlandet!Sørlandet!Kristiansand!

Sørlandet!

Sørlandet!Sørlandet!

We want to be number ONE on getting our visitors to come back!

9 out of 10 will return - and tell others

«Best in show»= winners

«Biggest budget» = winners

It costs up to five times as

much to get new

customers as it does to

retain existing customer

relationships (Framnes and Thjømøe, 2003”

Industry «born» initiative

short term results

long term strategic

OPPLEVELSER(

GJENKJØP(

ANBEFALE(

MINNER(DRØMMER(

Under(besøket(

E>er(besøket(Før(besøket( GJESTEHÅNDTERING,SYSTEM,

Source: Anna Pollock

During'the'visit'

EXPERIENCES)

A"er%the%visit%

MEMORIES'

Before&the&visit&

DREAMS'GUEST&MANAGEMENT&&

SYSTEM&

RECOMMENDATION+

RETURN&

Attitude, tools and methods

A satisfied customer is simply not good enough.

You need a WOW customer!

Complaints? Yeahh!!

Finally a chance to improve

Wanna be best in the industry? Involve your customer in

your innovation process

the industry

Digital specialist

KAM

CRM specialist Food specialist

KPI specialist«Usus Academy»

Service design specialist

Culture specialist

Media specialist

KAMKAM

Digital toolbox

Results?

Future role of DMO?

• No longer «in charge» of the destination marketing (or sale)

• Customer experiences are key• Facilitator to assist the industry to be the best• Deliver on knowledge and expertise that the industry

needs

How to do it?

• Mangement is key - you can´t pretend to be social!• Don´t be afraid to «move out» - think outside the box• Flexible and change-oriented must be your new DNA• Listen to the industry - what do they need you to do?• New business model needed!

Thanks! www.usus.no