Utah Tourism Conference 2014: A New Tourism Marketing Model for Destinations and Attractions
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Struggling To Measure Tourism’s Performance? How to convert travelers during Awareness and how to measure that success. Utah Tourism Conference September 24, 2014 Ogden, Utah
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How your Tourism Product generates Awareness. How that Awareness can convert. And how to measure that success. DMOs are challenged with measuring their contributions when it doesn't go through their website. Here's a way to connect those dots.
Transcript of Utah Tourism Conference 2014: A New Tourism Marketing Model for Destinations and Attractions
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
