Key 1: Understand Hyper-local Activity Space While a DMO is obligated to market an entire region, visitors build activity spaces around things as small as a favorite hotel or a street corner festival. Visitors don’t see destinations the way destination marketers do. In fact, they don't even see destinations the way that other visitors [...]
"Your technology doesn't have to be bigger. It has to be leaner and more focused. Contact us for ideas about how to cut costs and transition to fee-for-marketing services."
In destination marketing circles, the buzz is about fee-for-marketing services. It's the new kid on the block and organizations wonder how they can leverage their technology resources in order to monetize their operations and better serve their memberships. Organizations are evaluating what fee-for-marketing means in terms of their underlying value propositions. How will fee-for-marketing work [...]
Yesterday, I had a long chat with a Director of Digital Marketing about what his newspaper conglomerate was doing with mobile fee-for-marketing of local businesses and destinations. I was astounded. Destination marketers should be mortified. This gentleman’s group, Advance Publications owns 25 newspapers in New Jersey. They also own an equal number in other states. [...]
Mastering Geographic Scale An understanding of geographic scale is essential to marketing success. Location theorists have proven again and again that the majority of all commercial activities happen at the local level. When it comes to travel, good sense tells us that geographic scale shrinks even further since visitor’s activities are limited by transportation, time, [...]
There is something afoot. New questions are being asked. New forces are being brought to bear on once comfortable institutions. In my opinion, we will see a new generation of agile solutions because the market is far too nimble and lean to tolerate the snail’s pace and expense of “one trick pony” web sites and/or [...]
1. AgilityAgility has nothing to do with how nice your DMO website looks. Sure that’s important, but nice is like the paint job on your fenders. Agility has to do with the engine and drive train under the hood. These are what make your site a success. Agility is about framework. It is also [...]