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

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Articles For Destination Marketing Organisations

How to attract record attendees to training, even if you have tried everything and failed.

In 2019 I used the messaging framework I talk about in this post to develop the marketing messaging to help attract event attendees to this workshop session I ran for Tourism Geelong Bellarine. For that session, we attracted nearly 90 participants; the most that had even attended a training...

How not to lose a website visitor in the first 5 seconds.

Depending on what statistic you see, you'll find that about 40-60% of all traffic to websites hits the homepage as a starting point (landing page). Furthermore, you have about 5 seconds to grab the user's attention. For these reasons it is incredibly important to a) know exactly who you should be...

Improve your board reporting with clear Goals and Objectives

Goals and objectives are often confused but both are very important ideas that need to be used and integrated to have a clear picture and plan, of where you are trying to take an organization or business. I've been working mostly in tourism for around 5 years and have been...

Jump in the Delorean – First we need a Social Media Strategy before we start posting content.

Yesterday I posted a short tactical article with a suggestion on how to engage your members via your Facebook business page audience. Today I want to jump into the Delorean with you and go back to before I wrote that post. If we don't I become a bit of a hypocrite...

Facebook Post Idea: Increase engagement and learn more about your members!

On Facebook or LinkedIn ask your members to choose a reaction in response to this question; 'How long has your business been established?' Show a graphic (or text) that people can use to understand reactions (choices for the audience) available. For example. 👍 less than 1 year ❤️ 1-3 years ...

How to get loads of quality images to use, in as little as 7 days.

So, as recommended in the previous article, you've decided to try and acquire more images from your members to build up an asset bank of images. How do you approach it from a technical and communication perspective? I'd say, keep it simple. If you're not ready to invest in a product...

Here’s the perfect solution if you’ve ever found yourself without a quality image to share.

A big bank of images is crucial for your region, for both your DMO and tourism operators to showcase your collective stories. Operators are out there taking 100s (possibly 1000s) of images every week but have no easy way to share them with each other and with you. Imagine if they...

Packaging. Should you be helping operators, and do they even care?

I was involved in the development of an Industry Vision and Industry Development Plan for a small coastal Borough, Queenscliff (Queenscliff and Point Lonsdale), in Victoria. During the insights gathering process we interviewed businesses throughout the towns. We asked the question - Rate the potential for each of these value-adding initiatives...

How do you know if your membership delivers value, if you are not measuring this.

Would you agree that building capability, enabling collaboration, and improving your members' bottom line are three key metrics members are expecting you to impact? Yes? Then why aren't you measuring how you are doing? I'm not talking about a survey form on how inspiring a presenter was or how good the platter...

Argueably the most important marketing tool, you are not currently teaching members.

We are often so romanced by Facebook Ads, websites, social media, and photography, that we forget to address this one critical marketing channel to grow a tourism business. Reviews. Consumers rely on them more than ever. Yet, most businesses I've come across don't have a plan to acquire them. I'm also not sure...

3 big problems with your member training program, and how to fix it.

1. You are not experts (and never will be) and when you rely on them many come in looking to sell what they do and fail to deliver members' needs. 2. Your training content doesn't have a common thread running through it. There is no point in teaching members how...

The death of subscriptions, and why you need to care.

We're all subscribed up to our eyeballs on various products and services. Netflix. Stan. Quickbooks. Xero. Dropbox. Office. Adobe. The list goes on. It's in our personal life and at work. Subscription overwhelm is coming. There's going to be a time when consolidation happens, either within the industry or by consumers. Consumers will cull. And...

Who is you corporate website for? And why it is now grossly inadequate for your members.

The answer is the front end is mostly for potential new members. There are of course other stakeholders. Media. Local government departments. However, it's the biggest job the website has is to sell the value of collaboration and membership to prospects. Answer how you're going to achieve this and you have...

How to come up with ideas to add value to memberships – the one question you should be asking.

You have been running in-person training for years. For the past 12 months, you have added webinars and online courses. Yet you continue to keep finding yourself asking, 'What can we offer to members, that they will value?' ....Or some derivative of that question. A better question to ask is, 'What problems, which...

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