E-Marketing by DMOs – Techniques and keys to success Dr Roger Carter Managing Director, TEAM...

e-Marketing by DMOs – Techniques e-Marketing by DMOs – Techniques and keys to successand keys to success

Dr Roger Carter

Managing Director, TEAM

UNCTAD Expert Group Meeting on ICT and Tourism for Development

30 November 2005

Speaker backgroundSpeaker background

• Twenty five years working for tourism organisations – national, regional and city – within the UK

• Since 1997, consultancy in strategy, business planning and operations management for destination management and marketing organisations – strong focus on e-business

• Co-authored the WTO Business Council publication, “Marketing Tourism Destinations Online”, 1999, + successor publication “E-Business for Tourism, published in October 2001

• Recent work for European Travel Commission and for tourism organisations in Cape Town/Western Cape, Seychelles, Estonia, Slovenia, Madeira, Ireland and throughout the UK

AgendaAgenda

• The marketing communications life-cycle and its application to leisure and business tourism segments

• The drivers of change for DMOs

• Nine keys to future success in e-marketing

AgendaAgenda


Communications Life Cycle (CLC) - LeisureCommunications Life Cycle (CLC) - Leisure

Dream/ select

V• This represents a key conceptual framework for the application of new media by DMOs

• DMOs must optimise their opportunities by responding effectively to the requirements of the visitor at each stage in the cycle

• Media for communication between DMO and consumers will vary at each stage in the life cycle

Plan Book Visit Dream again

• …. or ‘the customer journey’• Let us consider the leisure consumer perspective first

The CLC and e-Marketing for LeisureThe CLC and e-Marketing for LeisureThe Customer Journey

Communications Life Cycle

e-Marketing Activity

Dream and select

Creating awareness, emotional interest, specific ideas

e-Mail/viral promotions Search engine optimisation/promotion [Where to do what] Distribution of information through high profile

intermediaries Motivational content Interactive TV

Planning the trip

Providing ‘hard’ information

Information on transport services, including links Excellent planning information on the Web, including

market access information, itinerary and route planning, events, etc

Special offers by e-mail

Booking Enabling booking Product search facility on Web Booking provided on, or facilitated by, destination Web

site Shopping mall

The visit Visitor services on the ground

Dynamic itinerary planner for visitors Use of new media to tell stories – interpretation,

recreation Immediate/location-based offers by SMS/email Information and functions for use by information centres

and other outlets Distribution to kiosks, mobile devices, etc

Dreaming - the next trip

Maintaining the relationship through research and follow-up action

Research on customer behaviour and satisfaction Newsletters – what’s new, special offers Special offer e-mail shots Visitor journals

© TEAM (2005)© TEAM (2005)



New media/ e-Marketing Activity

Dream and select



intermediaries Emotional/motivational content Interactive TV

Planning the trip


Carrier information Excellent planning information on the Web, including



Booking Enabling booking Product search facility on Web Booking provided on, or facilitated by, destination Web site Shopping mall


Dynamic itinerary planner for visitors Use of new media to tell stories – interpretation, recreation Immediate/location-based offers by SMS/email Information and functions for use by information centres





© TEAM (2005)© TEAM (2005)



New media/ e-Marketing Activity

Dream and select



intermediaries Motivational content Interactive TV

Planning the trip


Carrier information Excellent planning information on the Web, including



Booking Enabling booking Product search facility on Web Booking provided on, or facilitated by, destination Web site Shopping mall


Dynamic itinerary planner for visitors Use of new media to tell stories – interpretation, recreation Immediate/location-based offers by SMS/email Information and functions for use by information centres





© TEAM (2005)© TEAM (2005)

US online travellers – positions within the US online travellers – positions within the CLCCLC

Source: Canadian Tourism Commission (Spring 2002) - Role of the Internet in the vacation travel of North Americans.

0%

30%

60%

1 specificdestination

More than 1destination

No specificdestination

% of US households who recently used the Internet to research and/or book travel, who when going online

have in mind:

Around 50%

35-40%

< 10%

CLC and e-marketing for Business TourismCLC and e-marketing for Business Tourism

Options evaluation

V

• Again DMOs, through their Convention Bureaux, must optimise their opportunities by responding effectively to the requirements of the meetings planner at each stage in the cycle

EventPlanning

Venue Booking +

Hotel Room Allocation

The eventPlanning the next

event

• Is the CLC concept relevant for business tourism? Yes!• The business tourism application must be divided into

two – communications with the meeting planner and with the ‘delegate’

• Let us start with the CLC for the planner of conventions, congresses, conferences, exhibitions etc:

CLC for convention and exhibition plannersCLC for convention and exhibition planners

The Customer Journey


New media/e-Marketing Activity

Options evaluation and selection

Creating awareness, interest, specific ideas

Prospect search and evaluation by Web Excellent Web information on the destination’s added

value for conferences and exhibitions – rational/emotional

MICE buyer eCRM (including e-newsletters) Electronic RFP system MICE media liaison

Planning the event


Excellent Web information on venues and hotels Special offers by e-mail Carrier information

Venue booking and hotel room allocations

Facilitation of booking and room allocations

System for creation of event Web site, linked to destination site

Systems for managing room allocations across the destination

The event Services on the ground for meetings planners

Systems for common access to registered delegate information/requirements

Planning the next event


Continuing the eCRM cycle – e-newsletters etc Research on planner satisfaction and attitudes E-mail promotion of opportunities for future meetings Special offer e-mail shots

© TEAM (2005)© TEAM (2005)

CLC for conference and exhibition delegatesCLC for conference and exhibition delegates

Decision to attend

V

• Let’s look again at the communication opportunities at each stage in the life cycle

Plan Book VisitFuture

trip planning

• Varying levels of Convention Bureau interest in promotion to delegates. Some leave it to the organisers; others wish to get involved. Why do it?

• Because the Convention Bureau can work with the meeting planner to maximise attendance at the event and exploit the potential for follow-up visits, whether for business or leisure travel

• For those that are interested, the CLC for delegates looks more like that of the leisure consumer





Decision to attend

Creating awareness of destination, the business and social programme and pre/post event opportunities

e-Mail promotions by Convention Bureau or Meeting Organiser

Excellent Web information on the destination’s added value for conferences and exhibition delegates – emotional, social, educational = the motivators

Planning the trip


Excellent planning information on the Web, including accommodations, transfers, up-to-date business and social programme, pre/post event opportunities

Booking Enabling booking Online registration, including hotel search/booking via event, destination or agency Web site, pre/post event tours, etc


Venue based information provision by kiosks, WiFi, etc

Hotel room based information provision by Web, interactive TV

Immediate/location-based offers by SMS and wireless Internet

Future trip planning


Research on customer behaviour and satisfaction Newsletters – what’s new, special offers for leisure

trips Special leisure offers by e-mail © TEAM (2005)© TEAM (2005)





Decision to attend




Planning the trip







Immediate/location-based offers by SMS and e-mail




trips Special leisure offers by e-mail

© TEAM (2005)© TEAM (2005)





Decision to attend




Planning the trip







Immediate/location-based offers by SMS and wireless Internet




trips Special leisure offers by e-mail © TEAM (2005)© TEAM (2005)

AgendaAgenda


• Three drivers of change for DMOs

1. The central role of technology for everyone– Consumers– Intermediaries– Businesses

2. Demanding consumers

3. Commercial players– Operating in your space, where once only you

operated– They need income so they are customer focused– They have efficient business processes– They have effective distribution– And they don’t stand still - always refining and

improving

Three drivers of change in DMO marketingThree drivers of change in DMO marketing

• As intermediaries, must add value or die

• What can they do better than the private sector?

• What are they most truly competent at?

• They must become expert in exploiting the opportunities that technology offers

• And encourage and enable their tourism businesses, especially the SMEs, to become expert also

So, who needs a DMO?So, who needs a DMO?

AgendaAgenda


• Three drivers of change for DMOs

• Nine keys to future success in e-marketing

Nine keys to future success in Nine keys to future success in destination e-marketingdestination e-marketing

1. Reach as many potential customers as possible

2. Maximise the lifetime value of customers, by maintaining the relationship

3. Create a compelling website experience

4. Maintain high quality content5. Deliver sales, directly or indirectly

6. Offer customised packaging

7. Engage tourism businesses, to deliver the inventory

8. Demonstrate return on investment – performance evaluation and benchmarking

9. Ensure effective electronic distribution of information to travellers and visitors, including location based services

DMOs – The e-marketing survival kitDMOs – The e-marketing survival kit

Maximising market reach Search engine optimisation Distribution partnerships

Maximising the lifetime value of customers

CRM/e-mail marketing

Creating a compelling website experience

Content management system Design, functions and performance

Maintaining high quality content Content management system

Delivering sales, directly or indirectly

Booking engine and customer

orientated booking processes Shopping mall with ‘polling’

Customised packages Dynamic packaging

Engaging tourism businesses to deliver the inventory

Industry extranet Web enabled PMS for

accommodation within DMS

Performance evaluation and benchmarking

Web metrics User surveys Expert evaluation

Electronic distribution of information to travellers and visitors, including location based services

Partnership with telecom operators Destination WiFi provision

ResuméResumé

• The communications life-cycle (or ‘the customer journey’) as a conceptual framework for e-marketing for both leisure and business tourism

• The drivers for change that require the adoption of new tools and techniques to realise future opportunities and to genuinely add value

• Keys to success in destination e-marketing – the key issues for DMOs to consider in the development of their new media applications

Thank you for your attention!Thank you for your attention!

For further information:

Dr Roger [email protected]

+44 1242 512 279

1 December 2005

E-Marketing by DMOs – Techniques and keys to success Dr Roger Carter Managing Director, TEAM...

Documents

Transcript of E-Marketing by DMOs – Techniques and keys to success Dr Roger Carter Managing Director, TEAM...