Copyright, 1996 © Dale Carnegie & Associates, Inc. Bureau Basics Presented By Shelly Green EVP of Marketing Durham CVB NCACVB Annual Meeting Raleigh, North Carolina June 6, 2002

Overview of Destination Marketing

First convention bureau formed in 1896 in Detroit

Overview of Destination Marketing First convention bureau formed in 1896 in Detroit Occupancy tax legislation was first passed in NC in 1983

Overview of Destination Marketing First convention bureau formed in 1896 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

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

Attract and serve visitors

Mission Attract and serve visitors Fuel the local business climate

Mission Attract and serve visitors Fuel the local business climate Generate tax revenues for local governments

Mission Attract and serve visitors Fuel the local business climate Generate tax revenues for local governments Broaden the tax base

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 Communication Successful marketing is driven by the needs of the customer. It must effectively communicate:

Marketing and Communication Successful marketing is driven by the needs of the customer. It must effectively communicate: What your product is

Marketing and Communication Successful 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

Marketing and Communication Successful 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 Benefits of your specific product

Marketing and Communication Successful 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 Benefits of your specific product How to buy your product

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

What is Your Product? Inventory

What is Your Product? POSITIONING –How you want to be perceived –Who you are Family-friendly City of the arts Gateway to the mountains

What is Your Product? PACKAGING –Corporate identity –Consistent graphics, names and themes –Marketing slogan

What is Your Product? PACKAGING –Corporate identity –Consistent graphics, names and themes –Marketing slogan

What is Your Product? PACKAGING –Corporate identity –Consistent graphics, names and themes –Marketing slogan

What is Your Product? PACKAGING –Corporate identity –Consistent graphics, names and themes –Marketing slogan RECONCILING MISINFORMATION

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

What are the Benefits? 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?

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

How Can One Buy Your Product? DISTRIBUTION - The transmission of the product from the seller to the buyer –CVB’s don’t own much of the product

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

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

Other Essential Elements ORGANIZATION - The vehicle used to carry out the marketing function –Funding Protecting public dollars Membership development Non-dues revenue

Other Essential Elements 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

Other Essential Elements –Resources Physical environment Productivity tools Personnel –Measurement/Impact –Training

Other Essential Elements 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