DMAI 2011 Annual Convention

PASSIONIMPACTINNOVATION

Source: Economic Impact of Travel and TourismSource: Economic Impact of Travel and Tourism

$118 B$118 B$188 B$188 BTax Revenue for Federal,

State & Local

Tax Revenue for Federal,

State & Local

Payroll Income for Americans

Payroll Income for Americans

“Motivation determines what you do.

- Lou HoltzRetired Football Coach &

TV Broadcast Analyst

PASSIONATE ADVOCATE

Attitude determines how well

you do it.”

CHANGING THE CONVERSATIONChanging Our Language

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

rel●e●vant (rel-uh vuh nt)- adjective

having a direct bearing on the subject at hand

Source: DMAI, as reported by DMAI DMO membersSource: DMAI, as reported by DMAI DMO members

PASSIONATE ADVOCATE

$1.5 Billion

CHANGING THE CONVERSATIONAbout Our Industry

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

1.8 Million Meetings$263 Billion in Spending

1.7 Million JobsConvention Industry CouncilEconomic Significance of Meetings to the US Economy

VALUE OFVALUE OFTOURISMTOURISM

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

DMODMOCHANNELCHANNELIMPACTIMPACT

PASSIONATE ADVOCATE

MODELSMODELSINVESTMENTINVESTMENTDIVERSIFIEDDIVERSIFIED

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

CHANGING THE CONVERSATIONAt Home

PASSIONATE ADVOCATE

Not-for-profit is just a tax status

PASSIONATE ADVOCATE

DMOs are investment accounts

PASSIONATE ADVOCATE

INVESTMENT

FUNDING

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

DMOs import temporary tax payers

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

PASSIONATE ADVOCATE

MASTERING CHANGE

“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships”

“What we really need is a mindset shift that will make us relevant to today’s consumers, a mindset shift from ‘telling & selling’ to building relationships”

- Jim Stengel, Former Global Marketing OfficerProctor & Gamble

- Jim Stengel, Former Global Marketing OfficerProctor & Gamble

MASTERING CHANGE

change (cheynj)- verb

to transform or convert

MASTERING CHANGE

Email WEB Design Messages Offline Online Internet Blogs Chain Hits

TV Media Television Video Tvbox Music Working Business Marketing

Network Spam Forums Download Upload FAQ Site Users Login Sign Up Social Networking Link FTP Chat Virus Communication Transmission Touch Channel

Connection Connecting ContactCoordination Sales Follow-up Career Personal Search GO

Enter Portal Email WEB Design Messages Offline Online Internet Blogs Chain Hits

TV Media Television Video Tvbox Music Working Business Marketing

Network Spam Forums Download Upload FAQ Site Users Login Sign Up Social Networking LinkFTP Chat Virus Communication Transmission Touch Channel

Connection Connecting ContactCoordination Sales Follow-up Career Personal Search GO

Enter Portal

MASTERING CHANGE

Weeks ImmediateHoursDays

MASTERING CHANGE

MASTERING CHANGE

MASTERING CHANGE

MASTERING CHANGE

RIGHT MARKET SEGMENTS

GOALSPERFORMANCE METRICS

MASTERING CHANGE

Highly influential in decisions to purchase a product or service All adults

Word of mouth 54%

Information from a website 47%

Email sent by someone you know 42%

Something you read in an online interview 31%

Something you heard on the radio 29%

Television ad 27%

Something you received in the mail 25%

Magazine ad 23%

Newspaper ad 22%

Online ad 17%

Email sent by an advertiser/company 16%

Informercial 12%

Mobile phone ad 11%

Purchase influences

MASTERING CHANGE

Word of mouth 54%

MASTERING CHANGE

Source: Keller Fay, base: 162,376 conversationsSource: Keller Fay, base: 162,376 conversations

of all brand conversations contain a specific reference to marketing or media

as a content source

of all brand conversations contain a specific reference to marketing or media

as a content source

49%49%

MASTERING CHANGE

Source: Keller FaySource: Keller Fay

of all brand conversations contain a specific reference to advertising

of all brand conversations contain a specific reference to advertising

22%22%

MASTERING CHANGE

Source: L2Source: L2

71%71%66%66%read printed magazines

read printed magazines

access news online

access news online

Gen-YGen-Y

MASTERING CHANGE

MASTERING CHANGE

NEWATTITUDESNEWFRONTIERS