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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
