Struggling To Measure Tourism’s

Performance?

How to convert travelers during Awareness and how to measure

that success.

Utah Tourism ConferenceSeptember 24, 2014

Ogden, Utah

DMO 2.0 Skip Engagement: From

Awareness To Conversion

Utah Tourism ConferenceSeptember 24, 2014

Ogden, Utah

Goals

1.Learn New Ways To Measure Marketing Success From Real Examples

2.Learn How Successful DMOs & Attractions Won In 2014

DMO 1.0

The DMO bought advertising, engaged the consumer and published

Visitor Guides

Linear

Trip Planning Funnel

Consideration

Intent

Awareness

Decision

Travel

Share

Marketing strives to increase quantity through the funnel and getting efficiently from one to the next

Measure:• Visitor Guides• Web Traffic• Likes• Email• Leads

Why Skip Engagement

DMO 2.0

The DMO creates demand for the brand

attributes through Awareness and they

Convert.

Nimble

Why Skip Engagement

Why Skip Engagement?

Consideration

Intent

Awareness

Decision

Travel

Share

Take Consumers to Conversion from Anywhere. You can’t control it anyway.

Measure:• Search• Web Traffic• Likes• Email• Leads

How The Heck?

Adopt A Publishing Model

What’s A Good Product?

What’s a Good Product?

● Memorable● Unique● Real● Quotable

Caution With Geographic

Your mission is to leverage geographic content AND transition to activity

Geographic Properties - They are well known but have bucket list baggage. 1 and Done.

Activity - People return for the Do.

Event - Little planning activity, all returns but the audience mix should be planned. Locals vs. Travelers

How To Find That Product & Content

Accountability

Transparency inspires trust

Accountability

Transparency inspires trust

Search Activity

Feeding Research Into ActionSearch Volume in Fishing

Search Activity

PTAT

Goals

1. Participants saw real examples of how Destinations skip Engagement with strong Content

2. We shared the process of how to create that content

3. We shared how we measure the travelers passing Engagement on the Web and Visitor Guide Requests going directly to Industry Partners

Thank You

www.slideshare.net/richardaburrell@richardaburrell

www.tourismintel.com