dmo 2.0 skip engagement: from awareness to conversion

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