DIGITAL DESTINATIONS

Dr Philip Alford Bournemouth University

www.digitalhub.co.uk

www.pinterest.com/digitaldest www.slideshare.net/DigitalHub

ddp@bournemouth.ac.uk

@schooloftourism | @philipalford

#DDBU

Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University,

with an overarching aim to:

‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy.

Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and

develop new products and services that will provide an enhanced experience for visitors to their destinations’

The businesses benefited from 4 workshops which covered: Background to on line marketing

Individual Business objectives

Developing the strategy

Measuring impact

Reporting outcomes via case studies

All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/

The following presentation is the case study provided by ICMS Index Communications Meeting Services: the motivation for committing to the Digital Destinations programme was to focus our Company’s development of web marketing and pre conference learning opportunities to the benefit of our Clients. Also, to increase a provide a positive profile within social media domains, securing further referrals which will result in repeat business. Through our involvement in this programme Index Communications has benefited in receiving a fresh input, away from Company day to day pressures, from the University Team and our co-horts which has assisted in identifying areas of development for our future sustainability.

Digital Destinations

- an online marketing journey….

Peter Mainprice

Managing Director

Index Communications Meeting Services

Range and Level of Experience

300 plus events in 20 years

Range of interests incl: Medical, Environmental, Academic

Topics:

Delegate Numbers: 15 –1500

Exhibition: 5 – 55 companies

Wide range of venues: UK, Europe and USA

Launch of organisations, charities and conferences

Association consultancy and management Plus

Corporate educational events

The Host Team with ICMS

Registration Registration Procedure, Briefing

On-site experience

Publicity Research and

outlets, Web and Print

Abstracts Manager

Logistics

Exhibition Sales

and Manager Plan and Products

Sales Support

Accounts Reporting, Systems/Procedures

Programme Invited Speakers briefing

Plan, Print/CD Distribute

Venue Management

Consultant Overview

Social and

Tours Logistics

The Market – competition effects

Venues in house offering

Secretaries

Technology - Virtual Conferences

DIY

PCOs – National and Core International

Event Organisers

Higher expectations from customers/delegates

24hr Society

Good PCO or Event Organiser

Build on reputation

Maintain profile

Confidence given

Adaptability in day to day operation

Flexibility and familiarity

OUTCOME: Climb hierarchy

Business Objectives

Repeat Business

Referral Business

New Business

Very traditional market place – relatively small

Digital What! Telecommunications and todays Urgency

Sales Leads to Customer intimacy

Promise of experience – responses or pro-activity for clients

Facilities and standards – IT Cloud, mobile working

Digital Marketing

Easy ….. To waste; skill to manage?

Target ‘overload’

Yes: lost communications.

Credibility

New marketing and journey for

ICMS • Understand and apply the digital resources

• Revamp company marketing profile

• Develop expertise for event marketing too

• Catalyst to make it happen

• Meet and share with other companies

Review Process:

S O S T A C

Competitor Analysis: more social media connections….

Customer reviews, Twitter, Facebook and Linkedin:

Outcome: Not managed, out of date

‘Target’ analysis – client needs. Life style and ambitions

Existing Site assessment – no social media, wordy, out of date

images, analytics

Appeal to SEOs – tools and skills needed

What’s the Plan - Site

Revamp the site - contemporary

At least give our visitor a benefit

quick service message

professional benefit (links)

Credibility

All contribute to confidence

and a positive experience

Drive potential customers to site

• Email databases updated and used –

carefully – raise potential

• Delegates become familiar with

resources on site (self and referral

potential)

• Linkedin

Incentive/Rewards for Visitor

• Satisfy needs

• Inform to give confidence

• Encourage referral – completed and on-

going projects, skills connected with

events

• Create buzz

Client Sites

• You Tube resources

• Stings and client sales stories

• News blogs

• Use of associated events

• Offer other rewards: Pod casts of

materials, promise of subject matter

Change and adoption.

ICMS website: 50% completed – very much

delayed. Will be concluded in the summer.

Launch new company connected services

Client Sites: evolving rewards: more hits,

improved contact harvesting – will this lead to

more delegate?

Allocate time to advance and review

Thanks to:

• Shauna Carroll

• Philip Alford and Team

• Lisa Ashurst and others

Plus

• Fellow Digital Marketing Travellers

Top 10 Tips to Win Business

Tourism Clients Respond with deadlines Identify needs – all of them

Deliver and exceed expectations Innovate

Listen to Feedback Cultural Responsibility

Co-hesion Consistency

Handle problems positively

Focus on your game

Conclusion

Destination Managers/Leaders

Business Tourism Experts

Service Providers

PCO

Client Representatives

Culture and Beautiful Experiences

Organisers coming back or selling for you

The Market – decision multiplier

Corporate 1 : 10 to 1 : 2,000

Association 4 : 10,000

PCO influencer

Destination/venue promise

• Business Objectives

• The Market

• What species of event animal is a PCO?

• The PCO and the Bournemouth Team

• Sources of Business

• What Works

• Top 10 Tips

Introduction

Source of Business

Associations and Societies

Universities Departments

Language Schools

Hospital Departments

Trade Association Officers

NEEDS TARGETED

For more information on DIGITAL DESTINATIONS contact:

Dr Philip Alford, Bournemouth University

ddp@bournemouth.ac.uk

@schooloftourism | @philipalford

#DDBU