Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of...

Copyright, 1996 © Dale Carnegie & Associates, Inc.

Bureau Basics

Presented By

Shelly GreenEVP of Marketing

Durham CVB

NCACVB Annual MeetingRaleigh, North CarolinaJune 6, 2002

Overview of Destination Marketing

Overview of Destination Marketing • First convention bureau formed in 1896

in Detroit


in Detroit

• Occupancy tax legislation was first passed in NC in 1983


in Detroit

• Occupancy tax legislation was first passed in NC in 1983

• CVB’s have different organizational structures

Overview of Destination Marketing CVB’s are umbrella organizations that

provide a liaison between visitors and the facilities, services, events, activities, agencies and organizations that both serve and satisfy them

Major Premises

Major Premises

• Visitors and conventions can be attracted to a destination more effectively through coordinated group action as opposed to a lot of independent individual actions

Major Premises

• Although businesses within the various components of the visitor sector may be competitors, they share our desire to promote the area and will usually get on board the “destination” bandwagon to carry out a comprehensive unified marketing program.

Mission

Mission

• Attract and serve visitors

Mission


• Fuel the local business climate

Mission



• Generate tax revenues for local governments

Mission



• Generate tax revenues for local governments

• Broaden the tax base

Marketing and Communication

Marketing and Communication“The purpose of any organization is to

create and keep a customer. To do that, you have to do things that will make people want to do business with you.”

Theodore Levitt, Editor

Harvard Business Journal

Marketing and CommunicationSuccessful marketing is driven by the

needs of the customer. It must effectively communicate:



• What your product is




• What distinguishes your product from your competitor’s




• What distinguishes your product from your competitor’s

• Benefits of your specific product



• What your product is• What distinguishes your product from

your competitor’s• Benefits of your specific product• How to buy your product

Customer Needs

Customer Needs

• RESEARCH– Who is coming and for what purpose?– What are we doing right? What do they

like about our destination?– What needs improvement?

Customer Needs

• RESEARCH– Who is coming and for what purpose?– What are we doing right? What do they

like about our destination?– What needs improvement?

• TARGETING– Who else is apt to enjoy what we have to

offer?

What is Your Product?


• Inventory


• Inventory

Hotels Attractions Museums

Scenic Features Special Events Restaurants

Night Clubs Transportation Meeting Facilities

Sports Venues Tours Retail Shopping

EntertainmentVenues

Information Centers Services


• POSITIONING– How you want to be perceived– Who you are

• Family-friendly• City of the arts• Gateway to the mountains


• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan


• PACKAGING– Corporate identity– Consistent graphics, names and themes– Marketing slogan

• RECONCILING MISINFORMATION

What Distinguishes You from Your Competition?

What Distinguishes You from Your Competition?• BRANDING

– The name of the box– Differentiation– Relevance– Linking your name to your assets

What are the Benefits?


• MERCHANDISING– Vehicles to disseminate information– Links the Intangible destination with the

customer


• MERCHANDISING– Vehicles to disseminate information– Links the Intangible destination with the

customer

• DIRECT MARKETING– Utilizing target database to send your

message directly to the potential customer

What are the Benefits

• ADVERTISING– Paid media messages

What are the Benefits

• ADVERTISING– Paid media messages

• PUBLICITY– Unpaid messages– Requires support of the media

How Can One Buy Your Product?

How Can One Buy Your Product?• SALES PROMOTIONS - Events and

activities that generate interest in buying

How Can One Buy Your Product?• SALES PROMOTIONS - Events and

activities that generate interest in buying– Trade shows– Familiarization tours– Sales blitzes– Site inspections

How Can One Buy Your Product?• PERSONAL SELLING

How Can One Buy Your Product?• PERSONAL SELLING

– Telemarketing– Face-to-face meetings (sales calls)– Prospecting– Relationship-building– Solving problems– Providing service

How Can One Buy Your Product?• Market Segment - Group

– Conventions and meetings– Escorted tours– Trade/Consumer shows– Reunions– Special events

How Can One Buy Your Product?• Market segment - individuals

– Business Travelers– Leisure travelers

How Can One Buy Your Product?• Market segment - individuals

– Business Travelers– Leisure travelers– Reached through:

• Travel agencies• Packager/wholesaler• Tour Operators (Foreign Individual Travel [FIT])• Receptive Operators• Internet marketing• Educating local influencers

How Can One Buy Your Product?• DISTRIBUTION - The transmission of

the product from the seller to the buyer


the product from the seller to the buyer– CVB’s don’t own much of the product


the product from the seller to the buyer– CVB’s don’t own much of the product– By providing information, we make it

attractive and convenient for the buyer to interact with the seller


the product from the seller to the buyer– CVB’s don’t own much of the product– By providing information, we make it

attractive and convenient for the buyer to interact with the seller

• Visitor Information Center, Website, kiosks at special events, sales proposals, news releases

Other Essential Elements


• ORGANIZATION - The vehicle used to carry out the marketing function


• ORGANIZATION - The vehicle used to carry out the marketing function– Funding

• Protecting public dollars• Membership development• Non-dues revenue


• ORGANIZATION - The vehicle used to carry out the marketing function– Funding

• Protecting public dollars

• Membership development

• Non-dues revenue

– Structure• Boards, staff

• Communicating with constituents


– Resources• Physical environment• Productivity tools• Personnel

– Measurement/Impact– Training


• CUSTOMER SATISFACTION– Exceeding expectations– Quality information– Resolving complaints– Improving your product

Everyone Sells

This is a story about four people named Everybody, Somebody, Anybody, and Nobody.

There was an important job to be done and Everybody was sure that Somebody would do it. Anybody could have done it, but Nobody did it. Somebody got angry about that, because it was Everybody's job. Everybody thought Anybody could do it, but Nobody realized that Everybody wouldn't do it. It ended up that Everybody blamed Somebody when Nobody did what Anyone could have. ~Unknown

Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of...

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