Transcript Document
How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC 12th ICCRM Antalya, Turkey www.iccaworld.com 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” 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 1. 10.7 million foreign visitors end 2007 (3,2 business, 7,5 leisure) 2. Relative market share of 18% of conventions end 2009 3. 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 (www.holland.com) • 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!