dmo 2.0 skip engagement: from awareness to conversion
DESCRIPTION
If your Advertising, Public Relations and Social Media are doing their job, Consumers go straight to conversion. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant. We'll share tools to measure Awareness generated from your media budget.TRANSCRIPT
DMO 2.0 Skip Engagement: From
Awareness To Conversion
Governors Tourism ConferenceBend, OregonApril 28, 2014
Goals
1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.
2. We'll share tools to measure Awareness generated from your media budget.
Goals
How much of your traffic or
conversions are from Search
Engines?
DMO 1.0
The DMO bought advertising, engaged the consumer and published
Visitor Guides
Linear
Trip Planning Funnel
Consideration
Intent
Awareness
Decision
Travel
Share
Marketing strives to increase quantity through the funnel and getting efficiently from one to the next
• Visitor Guides• Web Traffic• Likes• Email• Leads
Why Skip Engagement
DMO 2.0
The DMO creates demand for the brand
attributes through Awarenes and they
Convert.
Nimble
Why Skip Engagement
Why Skip Engagement
Consideration
Intent
Awareness
Decision
Travel
Share
Take Consumers
to Conversion from
Anywhere
How The Heck?
Find A Unique Brand Attribute
What Happens Without Spending
Accountability
Transparency inspires trust
Accountability
Transparency inspires trust
Feeding Research Into ActionSearch Volume in Market
Feeding Research Into ActionSearch Volume in Fishing
Feeding Research Into ActionSearch Volume in Fishing
PTAT
Goals
1. Participants will see real examples of how Destinations have made the Web and Visitor Guides irrelevant.
2. We'll share tools to measure Awareness generated from your media budget.
Thank You
www.slideshare.net/richardaburrell@richardaburrell
www.tourismintelligencegroup.com/indexes