final usus enter2013
TRANSCRIPT
A DMO shifting from
”bought and paid for to honest
and deserved” marketing
- a case from Southern Norway
Heidi Sørvig
managingdirector
Southern Norway???
”Sørlandet”
What to do?
• Primarilydomestic market
• Limited resources (money)
• More important to be ”local champion”
than world champion
• Little or noknowlegdeofthe digital
marketing shift
Satisfiedcustomersareour most
important marketing assets
Our ”digital starting” in 2010
Vision:
Sørlandet are to be no.1 in
repeatvisitation/repurchase
It costs up to five times as
much to
developnewcustomers as
it does to
retainexistingcustomerrel
ationships(Framnes and Thjømøe, 2003”
• Part
oftheNorwegianclus
ter program
”Arena”
• 74
companiesthatwork
in a
commitednetwork
• Research and
Innovation
• Digital is
fundamental
EXPERIENCES
DREAMS
BeforethevisitGUEST MANAGEMENT
SYSTEM
Afterthevisit
MEMORIES
REPURCHASE
RECOMMENDATION
During thevisit
Management systems(RevenueMangement)
Visitor experiencesand repeatvisitation/repurchase
ERM systems
Time2012 2016
Corporate Social Responsibility
Secureshort-
termresults, whiledevelopin
gstrategic and long-term
CRM systems
analog
digital
Ensurepresentation
Attitudes, tools and methods
Are yourcustomerssaying ”thankyou” or WoW?
Complaintsarethe best!
Want to be best in theindustry? Involveyourcustomers!
Everybodyonboard!
Futureroleof DMO?
• No longer in ”chargeofthe marketing”
• Facilitator to assisttheindustry to be the
best – customerexperiencesarekey
• Flexible and change-oriented
So whatabout Southern Norway?
• Constantlytrying to keep up withchanges.
• Clusternetworkbasedonindustryneeds.
• Knowlegde-basedorganizationwithhigh
digital focus.
• No prestige in doingeverythingourselves –
better to partner withthe best.
MEET THE CUSTOMER WHERE THE CUSTOMER IS!
