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To be the ultimate local tourism authority today, DMOs should become destination curators, providing highly accurate, current and customized information required for travelers to experience their markets - to increase visitor experience, expenditures and ultimately satisfaction. This session provides an in-depth look at some of the strategic thinking behind “gold standard” principles. Topics will include how destination audits and internet-based research can inform, destination intelligence, DMO effectiveness and ultimately accountability; as well as how website development, social media and email communications can raise the bar for destination stewardship to a new level of utility and effectiveness. No entity is better positioned than a DMO to provide visitors with everything they need to decide how to spend their time and money. Attendees will walk away with several ideas to upgrade their leisure travel programs in this thought-provoking, outside-the-box presentation.
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Why & How to Build A New Breed of Consumer-Oriented DMOs
July 17, 2012 | 8:00 am – 9:15 am
Doug Traub Elaine Hendricks Marla Johnson Norris
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DougTraub, APR, CDME President & CEO, Lake Havasu City CVB
The New Foundation for DMOs
The Gold Standard
An official DMO must be an accurate, up-to-the-minute, one-stop shop for all information required to experience the destination, making it fast, easy and simple for an average adult to discover and learn about activities, attractions, guest amenities and services.
DMO Transformation
Step 1 - Destination Audit
Step 2 - Visitor Survey
Step 3 - Destination Photography
Step 4 - Destination Website
Step 5 - Information Specialists
Step 6 - Visitors Guide
Step 7 - Social Media
Step 8 - Visitor Center
Step 9 - Targeted Email Program
Step 10 – A Destination Brand
The Gold Standard
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1. Destination Audit 6. Visitors Guide 2. Visitor Study 7. Social Media 3. Photography 8. Visitor Center 4. Website 9. Email Program 5. Info Specialist(s) 10. Brand Image
It All Works Together
DESTINATION AUDIT
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Destination Audit PHASE THREE Activities Airborne Adventures Biplane rides Helicopter rides Hot Air Balloon rides Parasailing Seaplane rides Ultralight rides Land-Based Adventures & Activities Archery Auto Racing (Bandoleros, Factory Stocks, Legends, Late Models, Midgets, Powder Puffs, Speed Trucks, Street Stocks) Beach Volleyball Bicyling (road, mountain biking) Bowling (Havasu Lanes) Camping (tent) Dancing Disc Golf Fishing (Bass, Striper) Gambling Geocaching Gold Prospecting Go-Karting Golf Hiking
PHASE ONE Activities Airborne Adventures Biplane rides Helicopter rides Hot Air Balloon rides Parasailing Seaplane rides Land-Based Adventures & Activities Biking (Mountain Biking; Off Road Biking/Motorcycle) Bird Watching Bowling (Havasu Lanes) Camping (tent) Fishing (Bass, Striper) Gambling Go-Karting Golf Hiking Hunting Meteor Hunting (in Franconia near Yucca) Movies (Movie Havasu, Ultrastar Cinemas) Off-Roading (ATVs, Dune Buggies, Four Wheeling, Motorcycle, Jeeps, Quads) Performing Arts (Concert in the Park (Rotary Park); Grace Arts Live (Downtown); Performing Arts Center at Lake Havasu High School) Reading (Mohave County Lake Havasu Branch Library
Top 25 Attractions and Activities
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Overnight Past
12 Months
Overnight 2-3 Yrs
Ago
Past Visitors 3+
Years
Day Visitors All Visitors
Lake Havasu 55.7% 55.7% 47.3% 39.2% 48.2% Swimming 53.3% 56.4% 40.8% 25.8% 42.9% Lake Havasu State
Park/Windsor Beach 44.8% 44.3% 24.5% 19.8% 33.8%
Sunbathing 40.6% 37.6% 26.1% 21.3% 30.7% Historic Route 66 37.1% 34.4% 34.2% 38.2% 34.6% London Bridge Beach 36.6% 37.4% 42.4% 31.8% 36.3% Walking 33.3% 38.5% 34.5% 40.6% 34.3% Gambling 33.3% 33.3% 32.4% 36.8% 32.5% Fishing 30.3% 31.6% 19.7% 12.9% 24.1% London Bridge 29.9% 28.2% 44.0% 43.3% 35.2% Hiking 28.5% 22.2% 25.4% 16.1% 23.8% Jet Skis/personal
watercraft 27.9% 22.2% 21.8% 8.4% 20.5%
Shops at Havasu Mall 27.8% 29.8% 16.8% 16.1% 22.1% Main Street /
McCullough Blvd. /
uptown shops
25.3% 19.8% 12.5% 15.7% 18.4%
Havasu Landing
Resort & Casino 23.7% 14.5% 8.2% 6.9% 13.9%
Laughlin area casinos 22.7% 19.1% 29.9% 30.4% 24.5% Havasu National
Wildlife Refuge 22.2% 13.7% 4.3% 5.5% 12.2%
Island Fashion Mall 21.1% 11.5% 3.3% 5.1% 10.9% Biking 20.6% 19.7% 15.5% 8.4% 16.3% Route 66 Museum 20.1% 9.2% 9.8% 8.8% 12.0% Golf 20.0% 11.1% 12.0% 3.9% 13.7% Camping 19.4% 17.1% 25.4% 7.7% 19.4% Jet boats 18.8% 13.7% 12.0% 7.7% 15.7% Copper Canyon 18.0% 16.8% 12.0% 9.2% 13.8%
Elaine Hendricks Partner and Director of Research, The Prism Partnership
VISITOR STUDY
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Why Conduct A Visitor Study?
The Gold Standard Visitor Study
What Makes It Gold Standard?
• The Optimal Methodology
• Projectability
• Samples All Travelers, not just recent visitors
Methodology
Predictors For Success
• Are you talking to the right people?
• Are you asking the right questions?
• Are you using the right survey tool?
Traditional Methods
Predictors For Success
• Are you talking to the right people?
• Are you asking the right questions?
• Are you using the right survey tool?
A Representative Sample
Predictors For Success
• Are you talking to the right people?
• Are you asking the right questions?
• Are you using the right survey tool?
The Right Questions?
Predictors For Success
• Are you talking to the right people?
• Are you asking the right questions?
• Are you using the right survey tool?
The Online Survey
Importance of Projectable Results
360° Understanding of ALL Travelers
What Makes It Gold Standard?
• The Optimal Methodology
• Projectability
• Samples All Travelers, not just recent visitors
A Taste Of What You Can Expect
The Gold Standard Visitor Study
Aristotle CEO & Founder
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/marlajono @marlajono
Interactive Gold Marla Johnson Norris
ARISTOTLE, CEO & Founder
@marlajono
/marlajohnsonnorris
DMO Online Goals 1. Create Assets 2. Delight Millions 3. Engage Them 4. Inspire a Visit (Close)
PHOTOGRAPHY
Photography & Video Audit 1. Represent all asset types 2. People doing things 3. Diversity – show your audience 4. Unique sense of place 5. Partners and members 6. Emphasize your authentic brand 7. Plan for updating
DESTINATION WEBSITE
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Content
Owner of the Content 1. Slice it up: Stories, Pix, Vid,
Maps, Weather, Data on YOUR product inc. events
2. Put it back together for the visitor. Package it. Map it.
3. Get action. 4. Close
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Right now 25% of U.S.
mobile users access the
web via MOBILE
ONLY.
Source: Global Mobile Statistics 2012
MOBILE PHONES will overtake
PCs as the most common Web access
devices WORLDWIDE
by 2014.
Source: Global Mobile Statistics 2012
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iPhone App
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MONTHLY View Your Inbound Machine!
Social Updates
Social Promo
Banner Ads
Pay-Per-Click
Mobile Pages
Review Websites
Web SEO & Content
Blogger Outreach
Measure it!
BOOKED ROOMS
SALES LEADS
Subscribers
TRAFFIC
Fans & Followers
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SOCIAL
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2 Months
11.6 Million Reached 40,000 Check-ins
EMAIL PROGRAM
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.
Legitimate email usage is far larger than social media, total searches, and even total internet page views combined.
In the Internet Age, email has become the most common unique identifier an individual possesses, more valuable than traditional means of identity.
Your DMO Enewsletter Plan 1. More subscribers 2. More deliveries 3. Higher open rates 4. Higher click throughs 5. More conversions
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Thanks!
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