DMOs should be measuring the return on the investment to show stakeholders that their digital marketing strategy is working. Are you looking at the right metrics to determine the ROI of your digital strategy?
Category: Marketing Strategy
At Stamp, we believe places are some of the most interesting things to brand. We find the most powerful and unique brand position for a city or attraction and build awareness.
Remember all the precious time and valuable marketing budget you spent on creating the marketing theme, the copy, the visuals, the video, and all of the other assets in your marketing library? Take that content and get as much value from it as possible. Not sure where to start? Keep reading.
Research is a valuable tool and can be used as a vehicle to further stakeholder collaboration. Collecting opinions, input and information from stakeholders can facilitate product development, help a DMO refine their message and provide important resources to stakeholders, all with the goal of providing visitors authentic experiences.
What do millennials want? In thinking about millennials, one strategy for a destination marketing organization (DMO) to consider is to think about what the target audience cares about, what their habits are and what the destination offers at the intersection of these two generational attributes.
One of the most daunting tasks for a destination marketing organization (DMO) is making the decisions necessary to rebrand the community they represent. Branding often includes a tagline that captures what it is that makes your community different from other places. But before you craft the perfect one, you have to ask whether you need a tagline at all.
For many destinations, a fair portion of bed tax revenue comes from visitors who are “just driving through.” While it would be ideal to be the final destination for travelers, there is a great opportunity to capitalize on these "drive through" visitors.
Website analytics can cover a broad spectrum of information. With clear goals and a working plan, you can begin to pull out the metrics that pertain to the traffic you’re looking for, and, as a result, modify your web strategy to more effectively drive visitor traffic and meet your goals.
One of the most challenging things for a Destination Marketing Organization to do is to inspire collaboration among stakeholders. It’s difficult to persuade cooperation especially if area businesses and organizations do not see the big picture related to tourism, share the DMO’s vision, or if the participants with whom they are asked to cooperate with are perceived as competitors. Perhaps the first step to elicit cooperation is to share the vision.
A destination Marketing Action Plan (MAP) is a proven process that your team can undertake to define and prioritize the Who, What, Why, and How that influences your marketing success. Download the destination MAP worksheet that Stamp created to help with this planning process.
The internet has completely changed how people research and find information, especially in the travel industry. Today CVBs and DMOs need to understand that they are in the business of helping tell stories about their destination. And online reviews are an important part of the story. It’s your job to help facilitate this new perspective with your hotel and attraction partners.