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Articles For Destination Marketing Organisations

Why you should offer unpaid memberships, and how it will actually grow your revenue.

What if all businesses that served your visitor, automatically qualified to be a member? How would that change your organization? I have always found it interesting this push and pull between the need for Destination Marketing Organisations to represent the whole region, yet they gatekeep exposure of tourism operators to...

You are pitching a new idea in a meeting. Someone says, ‘I dont really like it’. Here’s what to reply with to move things...

How many times have we been in a meeting and someone has said, 'I don't really like it'. Maybe a social post... A new logo, or sub-brand. A colour scheme. An idea for the website. A campaign idea. A membership engagement tactic. An idea for a guest presenter. Things come up all the time. We can never...

Steal this EMAIL TEMPLATE to drastically improve the value your members get from in-person presenters.

Have you ever had a guest presenter speaking to your industry operators, who have just really missed the mark? Perhaps they made it all about themselves and forgot that the businesses represented in the audience are the real heroes in the room. Or commonly in particular for the uninitiated,...

PART 2: A simple message creation framework to help you sell more memberships.

PART 1 (covered in this previous post) Define the aspirational identity of your members. Define what your members (and potential members) want. Define their problems, as they relate to your service. PART 2 (we're covering in this post) Demonstrate empathy and authority. Clearly communicate your process and calls to action. ...

PART 1: A simple message creation framework to help you sell more memberships.

If you're big enough, you might have someone in a membership officer role. This however doesn't mean there's not a single member of your team who isn't responsible for sales. Not if you want a strong member base and a high level of annual retention anyway. If you agree with...

One mistake every DMO needs to avoid, because your members don’t care.

If I'm a tourism operator running a business in your region, what you (the DMO) want is not important to me. For the most part, the majority of your members don't care that you need a strong membership base to succeed. They don't care that you need it to fund...

The one question to ask before you start any new project.

Whether your a tourism business or a destination marketing organisation, projects arise. A new website. A refresh of the marketing material. A re-brand. A campaign. Reviewing the visitor experience. The list could as infinite as the jobs seem to be. Before you start pushing pixels, arguing over copywriting, or debating where...

The remarkable way a couple of tiny Outback towns can somehow fail to deliver on visitor expectations.

We were travelling through Outback Queensland eagerly anticipating hitting the towns connected by the Dinosaur Trail. Talked up online and in brochures as a journey to prehistoric times and Australia's story. Well, two out the three towns we got to which formed part of the so called trail were a...

DMOs and Tourism Boards don’t control the destination brand.

If there's one thing good that came out of 2020 it will go down as the year that Tourism Boards & Destination Marketing Organisations started to pay more attention to the needs of their operators. Pre 2020, DMOs were the gatekeepers of the destination's marketing. It makes sense, right? Someone...

Do your operators understand what makes up your destination’s DNA?

"For brand knowledge to become imbedded throughout the organization, it has to be protected against “evaporation,” the tendency for decisional wisdom to disappear as experienced people leave the company. The long-term success of any brand depends on the constant regeneration of corporate memory.... How? With a brand education program that’s...

What makes a product, services, or experiences, irresistable?

To become ‘irresistible’ requires alignment of Brand, Product, and Marketing. You can have a great product but if you don't have the language to sell it, you never will. If people don't know you exist, they can never turn up. You can have the prettiest logo but if your product doesn't deliver,...

Why do people get around with ‘I Heart New York’ & ‘I Heart Tokyo’ type of gear?

They're not wearing 'I heart Melbourne' much. It'd also feel a little reaching and disingenuous too, right? So why are they? It's not because the restaurants are great. They probably are, but there are great restaurants everywhere. It's not public transport. The parks. The famous wineries. Not even necessarily the history, I...

Have you ever considered if your business is remarkable?

As in, worthy of remark. Thy hallowed five-star Review is so important today, more so than ever. Why? Because what people say about our brand is far more important than what we say about it. So why are so many businesses and products ordinary? A customer experience of a 5,6,7,8 out of...

The steps to write a brand strategy.

1. Know your mid and long-term objectives and why you are in business in the first place. Why does the business exist in the first place? If it is just about the money, you are going to have to search harder. It is no longer enough. You are not going...

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