Insights to help tourism businesses become an absolute must-do in their region.

CATEGORY

Articles For Destination Marketing Organisations

A simple sales tool; easily overlooked just as it was at this destination.

I remember reading a marketing book a long time ago. I can't recall the name of it. It told a story of a small independent supermarket engaging a marketer to help them generate sales. The first thing the marketer did, asked the owner to put an ‘OPEN’ A-frame out the store's...

The importance of designing and communicating a destination’s narrative.

We’ve been on the road now for nearly a full year travelling around Australia in our caravan with our two girls. Today, we pulled into Port Elliot for a two-night stay. Port Elliot is a cute little town on the coast of South Australia. When we were checking in, the caretaker...

How to target tourists on Facebook; no experience required.

Technically, the answer is simple. When you're setting up the ad, and choosing your audience to target, you'll be able to choose the geographic area you want to target. Once you've selected this you can choose to only 'target people visiting the area'. Select this. Now your ad will only be...

Simplify how you communicate your Destination Brand; or your operators won’t care.

If you want to create an excellent visitor experience, you need to achieve two things. You need to create an excellent experience at the coalface where visitors interact with products, services, and experiences. You also need to coordinate stakeholders and tourism products to create seamless, connected, and memorable experiences. To do this,...

10 reasons why a tourism business owner will buy your membership

I was reading a copywriting book recently and came across this shortlist, that could provide massive insights and value for you when crafting messaging and your approach to retain existing members, and sell new ones. Your potential members fall into one of these categories. Identify which matters to each individual...

A few members taking massive action after a training session, is be better than inspiring many.

Increasing the capability of a handful of members by a significant measure will be more valuable long term than moving a greater number to inspiration or minor action only. When you create a 9 or 10 out of 10 experience with any product or service, you've built what I'd refer...

What should you be teaching operators in 2021?

The same stuff you were teaching them in 2018. Unfortunately, most small businesses face the same brand, business and marketing struggles they did 3 years ago. The things that have changed in the equation are outside influences. The world has changed drastically in that time. Data and privacy are being constantly srcrutinised, as...

Inside the DMO; training your team to assess your tourism operators.

The roles in your team are varied in both what their role entails, and which of the Destination Marketing Organsiation stakeholders individuals typically deal with. One thing we both know is certain is that every member of the team ultimately serves members (operators in the tourism region), to some degree. Therefore,...

The one question tourism operators are asking themselves most often.

What should I do next? Whether is marketing, collaboration, finance, investment or building our a team. Help them answer this and you will be loved. The beauty about providing a solution for this question is that the question itself, it is evergreen. You can answer it again, and again, regardless of where...

You should be onboarding members, like you would a new employee.

A membership is more valuable, when the member is engaged and understands how to get value out of it. To understand how to get value out of the membership, new members need a thorough induction and hand holding until they settle in. What can you do? A welcome pack A pin...

The one thing operators want from their consumer website listing.

I know how painful it can be to get operators to manage their own ATDW profiles and act like it matters. But RTOs need to sell it better too. The one thing tourism businesses want from your destination website, is sales. However their objectives of listing on your site is to raise...

Stop teaching ‘Get China ready’.

For the last 5 years I've been training tourism industry operators, and one thing hasn't changed; their ability, or lack thereof, to effectively market their business. Yet RTOs continue to prioritise 'Get X market ready' material and training content over basic marketing aptitude. Most small operators (with no internal marketing team)...

A far less used tool, more important than the Customer Journey, for tourism marketing.

You are no doubt familiar with the idea of mapping a Customer Journey. In tourism or a tourism business, it usually goes something like this; Awareness Consideration Research Booking Experience Advocacy/Sharing As business owners and organisation leaders, it is your role to move users/visitors/audience through this journey. Although I 100% condone the...

Invite members to meetings.

In my experience, particularly higher tier members/partners, are in many conversations among an RTO/DMO office than they would expect. Reveal some of this value. Even virtually if that's the first step. Let members see what they’re getting, how proactive you are, reveal some of the operations behind the curtain by inviting them...

Latest news