How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC 12th ICCRM Antalya, Turkey June

What is a marketing strategy? A statement of how a brand will achieve its objectives. The strategy provides decisions and direction regarding variables such as the segmentation of the market, identification of the target market, positioning, marketing mix elements, and expenditures. A marketing strategy is usually an integral part of a business strategy that provides broad direction to all functions. (Source: American Marketing Association)

Marketing is about making choices !

How do I determine my destination strategy? What are your objectives? What is your product? Who are you targeting? Where are you going to find them? What is your budget? How are you going to communicate?

Example “Holland”

A Taste of Classic Holland!

Introduction NBTC Netherlands Board of Tourism & Conventions, the official promotion organization of Holland as destination for tourism & conventions Merger between NBT and NCB in 2001 Foundation Budget: 50% public/50% private

Organization 17 offices/representations worldwide Specializing in: –Travel Trade S&M –Convention S&M –Corporate Meeting S&M –B2C activities –Press & PR actvities

Objectives Min. Of Economic Affairs million foreign visitors end 2007 (3,2 business, 7,5 leisure) 2.Relative market share of 18% of conventions end Top 10 ICCA & UIA end 2009

Product & target group In order to segmentate we created: Product Market Partner Combinations

NBTC recognizes 6 motivations to travel to Holland 4 leisure: Classics City Style Beach Country side 2 business: Corporate Meetings/Incentives Conventions

NBTC’s Strategy MICE 1.Building a network of meetings-, incentives- and conventions DMU’s. 2.To position Holland according to set end values for the brand “Holland”. 3.To be percieved as destination sales & marketing authority for Holland.

The Basis of our Success High Quality D-bases High Quality platform activities Targeted Sales & Marketing activities

Holland as a MICE product Rational: Easy access Multi lingual High quality facilities & services Partnership VGF Image Emotional: Reliable Pragmatic Co-operative Fun!

Target Groups/DMU Question for the group: What is a DMU? What roles are played within a DMU? Which target groups do you know for conventions?

DMU Decision Making Unit Consists of: Decision Maker Influencer Booker

Target Group Conventions National Associations International Associations Governmental organizations Non-governmental organizations (Core) PCO’s Association Management Companies Corporations/Corporate Accounts

Partners The Dutch Meeting & Convention Industry Convention Centres Reg. Convention Bureaus (Convention) Hotels PCO’s DMC’s Suppliers

Communication Advertising Direct Mail Trade Shows Fam trips Sales calls Sales Tools (print) Events Free publicity News letters Business Exchange Web site ( Campaign web sites

Advertising Campaign

Events

Assignment Discuss at your table: 1.Explain the marketing strategy for your destination. 2.Share a best practice. 3.Discuss & choose the best of the best. 4.Decide on a presenter to present You have 30 minutes

Let’s Meet in Holland!