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TRANSCRIPT
International Congress and Convention Association ICCA Research,Sales & MarketingProgramme
Destination Marketing
16 July 2010
Bente Bratland Holm
Norway Convention Bureau
International Congress & Convention Association
ICCA Research, Sales & MarketingProgramme 2010
Topics
1. The role of the CVB and their partners2. Marketing of a destination3. Direct selling to clients
ICCA Research, Sales & MarketingProgramme 2010
The Convention Bureau
1. Strukture2. Role of the CVB3. Measurement
ICCA Research, Sales & MarketingProgramme 2010
1. Structure
Norway ( national level):
• 24 partners ( destinations, venues, hotel chains & airlines)• Ownership instead of membership
• Ownership on 2 levels;- corporate- assosation
• No governmental funding- projects with NTO
ICCA Research, Sales & MarketingProgramme 2010
2. Role of the CVB
• The CVB and the partners must carry out a common strategy-It is not about fonts, logos and marketing
• Clear, defined roles-Ex Norway; we do not do the bidding process
all corporate RFP`s go via uswe focus on the customers need!
ICCA Research, Sales & MarketingProgramme 2010
3. Measurement
We have the statistics that show the results.
One simple rule:
We create the platform- and our partners do the selling
ICCA Research, Sales & MarketingProgramme 2010
Marketing of a destination
• How to stand out in the crowd ?• Think outside the box ?
All this is difficult ! And do we dare ?
But most importent: Trust your own creativity!
ICCA Research, Sales & MarketingProgramme 2010
ICCA Research, Sales & MarketingProgramme 2010
ICCA Research, Sales & MarketingProgramme 2010
ICCA Research, Sales & MarketingProgramme 2010
ICCA Research, Sales & MarketingProgramme 2010
Marketing of a destination
•Know your destination
• Fokus on concepts instead of destinations
• Dare to sell/ recomand your neighbour
•Have a look at your website, it probably looks the same asyour competitor ( I know )
ICCA Research, Sales & MarketingProgramme 2010
PRINCIPLE 1: SIMPLICITY
PRINCIPLE 2: UNEXPECTEDNESS
PRINCIPLE 3: CONCRETENESS
PRINCIPLE 4: CREDIBILITY
PRINCIPLE 5: EMOTIONS
PRINCIPLE 6: STORIES
A Simple Unexpected Concrete Credentialed EmotionalStory
”Made to stick” by Dan Heath
ICCA Research, Sales & MarketingProgramme 2010
Direct selling to the clients
• The clients want new formats in the sales approach• They want to learn about what is important for them
Ex Norway;• Educational fam trips• Standard workshop out! – Crisis management day in!
International Congress and Convention Association ICCA Research,Sales & MarketingProgramme
Thank you!
International Congress & Convention Association
ICCA Research, Sales & MarketingProgramme 2010
Discussion
2 questions adressed to this session:
1.What are the best tools for a CVB to act as the glue thatholds it all together to optimize the relationship between thelocal institutions and the operators? -Daniela Marino, Sicilia Convention Bureau
2.In what ways do other cities cooperate within the city toattract congresses , and how do they try to stand out in orderto compete with other cities on winning congresses? –Katrine Brandt Wonderful Copenhagen