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Transcript of Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of...
![Page 1: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/1.jpg)
Copyright, 1996 © Dale Carnegie & Associates, Inc.
Bureau Basics
Presented By
Shelly GreenEVP of Marketing
Durham CVB
NCACVB Annual MeetingRaleigh, North CarolinaJune 6, 2002
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Overview of Destination Marketing
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Overview of Destination Marketing • First convention bureau formed in 1896
in Detroit
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Overview of Destination Marketing • First convention bureau formed in 1896
in Detroit
• Occupancy tax legislation was first passed in NC in 1983
![Page 5: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/5.jpg)
Overview of Destination Marketing • First convention bureau formed in 1896
in Detroit
• Occupancy tax legislation was first passed in NC in 1983
• CVB’s have different organizational structures
![Page 6: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/6.jpg)
Overview of Destination Marketing CVB’s are umbrella organizations that
provide a liaison between visitors and the facilities, services, events, activities, agencies and organizations that both serve and satisfy them
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Major Premises
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Major Premises
• Visitors and conventions can be attracted to a destination more effectively through coordinated group action as opposed to a lot of independent individual actions
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Major Premises
• Although businesses within the various components of the visitor sector may be competitors, they share our desire to promote the area and will usually get on board the “destination” bandwagon to carry out a comprehensive unified marketing program.
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Mission
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Mission
• Attract and serve visitors
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Mission
• Attract and serve visitors
• Fuel the local business climate
![Page 13: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/13.jpg)
Mission
• Attract and serve visitors
• Fuel the local business climate
• Generate tax revenues for local governments
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Mission
• Attract and serve visitors
• Fuel the local business climate
• Generate tax revenues for local governments
• Broaden the tax base
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Marketing and Communication
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Marketing and Communication“The purpose of any organization is to
create and keep a customer. To do that, you have to do things that will make people want to do business with you.”
Theodore Levitt, Editor
Harvard Business Journal
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Marketing and CommunicationSuccessful marketing is driven by the
needs of the customer. It must effectively communicate:
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Marketing and CommunicationSuccessful marketing is driven by the
needs of the customer. It must effectively communicate:
• What your product is
![Page 19: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/19.jpg)
Marketing and CommunicationSuccessful marketing is driven by the
needs of the customer. It must effectively communicate:
• What your product is
• What distinguishes your product from your competitor’s
![Page 20: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/20.jpg)
Marketing and CommunicationSuccessful marketing is driven by the
needs of the customer. It must effectively communicate:
• What your product is
• What distinguishes your product from your competitor’s
• Benefits of your specific product
![Page 21: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/21.jpg)
Marketing and CommunicationSuccessful marketing is driven by the
needs of the customer. It must effectively communicate:
• What your product is• What distinguishes your product from
your competitor’s• Benefits of your specific product• How to buy your product
![Page 22: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/22.jpg)
Customer Needs
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Customer Needs
• RESEARCH– Who is coming and for what purpose?– What are we doing right? What do they
like about our destination?– What needs improvement?
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Customer Needs
• RESEARCH– Who is coming and for what purpose?– What are we doing right? What do they
like about our destination?– What needs improvement?
• TARGETING– Who else is apt to enjoy what we have to
offer?
![Page 25: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/25.jpg)
What is Your Product?
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What is Your Product?
• Inventory
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What is Your Product?
• Inventory
Hotels Attractions Museums
Scenic Features Special Events Restaurants
Night Clubs Transportation Meeting Facilities
Sports Venues Tours Retail Shopping
EntertainmentVenues
Information Centers Services
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What is Your Product?
• POSITIONING– How you want to be perceived– Who you are
• Family-friendly• City of the arts• Gateway to the mountains
![Page 29: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/29.jpg)
What is Your Product?
• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan
![Page 30: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/30.jpg)
What is Your Product?
• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan
![Page 31: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/31.jpg)
What is Your Product?
• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan
![Page 32: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/32.jpg)
What is Your Product?
• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan
• RECONCILING MISINFORMATION
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What Distinguishes You from Your Competition?
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What Distinguishes You from Your Competition?• BRANDING
– The name of the box– Differentiation– Relevance– Linking your name to your assets
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What are the Benefits?
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What are the Benefits?
• MERCHANDISING– Vehicles to disseminate information– Links the Intangible destination with the
customer
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What are the Benefits?
• MERCHANDISING– Vehicles to disseminate information– Links the Intangible destination with the
customer
• DIRECT MARKETING– Utilizing target database to send your
message directly to the potential customer
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What are the Benefits
• ADVERTISING– Paid media messages
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What are the Benefits
• ADVERTISING– Paid media messages
• PUBLICITY– Unpaid messages– Requires support of the media
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How Can One Buy Your Product?
![Page 41: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/41.jpg)
How Can One Buy Your Product?• SALES PROMOTIONS - Events and
activities that generate interest in buying
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How Can One Buy Your Product?• SALES PROMOTIONS - Events and
activities that generate interest in buying– Trade shows– Familiarization tours– Sales blitzes– Site inspections
![Page 43: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/43.jpg)
How Can One Buy Your Product?• PERSONAL SELLING
![Page 44: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/44.jpg)
How Can One Buy Your Product?• PERSONAL SELLING
– Telemarketing– Face-to-face meetings (sales calls)– Prospecting– Relationship-building– Solving problems– Providing service
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How Can One Buy Your Product?• Market Segment - Group
– Conventions and meetings– Escorted tours– Trade/Consumer shows– Reunions– Special events
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How Can One Buy Your Product?• Market segment - individuals
– Business Travelers– Leisure travelers
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How Can One Buy Your Product?• Market segment - individuals
– Business Travelers– Leisure travelers– Reached through:
• Travel agencies• Packager/wholesaler• Tour Operators (Foreign Individual Travel [FIT])• Receptive Operators• Internet marketing• Educating local influencers
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How Can One Buy Your Product?• DISTRIBUTION - The transmission of
the product from the seller to the buyer
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How Can One Buy Your Product?• DISTRIBUTION - The transmission of
the product from the seller to the buyer– CVB’s don’t own much of the product
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How Can One Buy Your Product?• DISTRIBUTION - The transmission of
the product from the seller to the buyer– CVB’s don’t own much of the product– By providing information, we make it
attractive and convenient for the buyer to interact with the seller
![Page 51: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/51.jpg)
How Can One Buy Your Product?• DISTRIBUTION - The transmission of
the product from the seller to the buyer– CVB’s don’t own much of the product– By providing information, we make it
attractive and convenient for the buyer to interact with the seller
• Visitor Information Center, Website, kiosks at special events, sales proposals, news releases
![Page 52: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/52.jpg)
Other Essential Elements
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Other Essential Elements
• ORGANIZATION - The vehicle used to carry out the marketing function
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Other Essential Elements
• ORGANIZATION - The vehicle used to carry out the marketing function– Funding
• Protecting public dollars• Membership development• Non-dues revenue
![Page 55: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/55.jpg)
Other Essential Elements
• ORGANIZATION - The vehicle used to carry out the marketing function– Funding
• Protecting public dollars
• Membership development
• Non-dues revenue
– Structure• Boards, staff
• Communicating with constituents
![Page 56: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/56.jpg)
Other Essential Elements
– Resources• Physical environment• Productivity tools• Personnel
– Measurement/Impact– Training
![Page 57: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/57.jpg)
Other Essential Elements
• CUSTOMER SATISFACTION– Exceeding expectations– Quality information– Resolving complaints– Improving your product
![Page 58: Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North.](https://reader036.fdocuments.in/reader036/viewer/2022062410/56649e7e5503460f94b823a0/html5/thumbnails/58.jpg)
Everyone Sells
This is a story about four people named Everybody, Somebody, Anybody, and Nobody.
There was an important job to be done and Everybody was sure that Somebody would do it. Anybody could have done it, but Nobody did it. Somebody got angry about that, because it was Everybody's job. Everybody thought Anybody could do it, but Nobody realized that Everybody wouldn't do it. It ended up that Everybody blamed Somebody when Nobody did what Anyone could have. ~Unknown