How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC 12th ICCRM...
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Transcript of How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC 12th ICCRM...
How to improve your destination marketing
Renée CohenDirector of Destination Sales
NBTC
12th ICCRM
Antalya, Turkey
22-24 June 2006 www.iccaworld.com
What is a marketing strategy?
• A statement of how a brand will achieve its objectives. The strategy provides decisions and direction regarding variables such as the segmentation of the market, identification of the target market, positioning, marketing mix elements, and expenditures. A marketing strategy is usually an integral part of a business strategy that provides broad direction to all functions.
(Source: American Marketing Association)
How do I determine my destination strategy?
• What are your objectives?• What is your product?• Who are you targeting?• Where are you going to find them?• What is your budget?• How are you going to communicate?
Introduction NBTC
Netherlands Board of Tourism & Conventions, the official promotion organization of Holland as destination for tourism & conventions
Merger between NBT and NCB in 2001
Foundation
Budget: 50% public/50% private
Organization
• 17 offices/representations worldwide• Specializing in:
– Travel Trade S&M– Convention S&M– Corporate Meeting S&M– B2C activities– Press & PR actvities
ObjectivesMin. Of Economic Affairs
1. 10.7 million foreign visitors end 2007(3,2 business, 7,5 leisure)
2. Relative market share of 18% of conventions end 2009
3. Top 10 ICCA & UIA end 2009
NBTC recognizes 6 motivations to travel to Holland
4 leisure:• Classics• City Style• Beach• Country side
2 business:• Corporate
Meetings/Incentives• Conventions
3
Product Market Partner Combination
P: the Tourism Product
M: the Target Group
P: Partnership of Destination Stakeholders
C: the unique Combination of “PMP”- operating under a brandname in a geographical market
NBTC’s Strategy MICE
1. Building a network of meetings-, incentives- and conventions DMU’s.
2. To position Holland according to set end values for the brand “Holland”.
3. To be percieved as destination sales & marketing authority for Holland.
The Basis of our Success
• High Quality D-bases
• High Quality platform activities
• Targeted Sales & Marketing activities
Holland as a MICE product
Rational:• Easy access• Multi lingual• High quality
facilities & services• Partnership• VGF• Image
Emotional:• Reliable• Pragmatic• Co-operative• Fun!
Target Groups/DMU
Question for the group:
• What is a DMU?• What roles are played within a DMU?• Which target groups do you know for
conventions?
Target Group Conventions
• National Associations• International Associations• Governmental organizations• Non-governmental organizations• (Core) PCO’s• Association Management Companies• Corporations/Corporate Accounts
Partners
The Dutch Meeting & Convention Industry• Convention Centres• Reg. Convention Bureaus• (Convention) Hotels• PCO’s• DMC’s• Suppliers
Communication
• Advertising• Direct Mail• Trade Shows• Fam trips• Sales calls• Sales Tools (print)• Events
• Free publicity• News letters• Business Exchange• Web site (
www.holland.com)• Campaign web
sites
AssignmentDiscuss at your table:1. Explain the marketing strategy for your
destination.2. Share a best practice.3. Discuss & choose the best of the best.4. Decide on a presenter to present
You have 30 minutes