How to improve your destination marketing

Renée CohenDirector of Destination Sales

NBTC

12th ICCRM

Antalya, Turkey

22-24 June 2006 www.iccaworld.com

What is a marketing strategy?

• A statement of how a brand will achieve its objectives. The strategy provides decisions and direction regarding variables such as the segmentation of the market, identification of the target market, positioning, marketing mix elements, and expenditures. A marketing strategy is usually an integral part of a business strategy that provides broad direction to all functions.

(Source: American Marketing Association)

Marketing is about making choices!

How do I determine my destination strategy?

• What are your objectives?• What is your product?• Who are you targeting?• Where are you going to find them?• What is your budget?• How are you going to communicate?

Example “Holland”

Example “Holland”

A Taste of Classic Holland!

Introduction NBTC

Netherlands Board of Tourism & Conventions, the official promotion organization of Holland as destination for tourism & conventions

Merger between NBT and NCB in 2001

Foundation

Budget: 50% public/50% private

Organization

• 17 offices/representations worldwide• Specializing in:

– Travel Trade S&M– Convention S&M– Corporate Meeting S&M– B2C activities– Press & PR actvities

ObjectivesMin. Of Economic Affairs

1. 10.7 million foreign visitors end 2007(3,2 business, 7,5 leisure)

2. Relative market share of 18% of conventions end 2009

3. Top 10 ICCA & UIA end 2009

Product & target group

In order to segmentate we created:

Product

MarketPartnerCombinations

NBTC recognizes 6 motivations to travel to Holland

4 leisure:• Classics• City Style• Beach• Country side

2 business:• Corporate

Meetings/Incentives• Conventions

3

Product Market Partner Combination

P: the Tourism Product

M: the Target Group

P: Partnership of Destination Stakeholders

C: the unique Combination of “PMP”- operating under a brandname in a geographical market

NBTC’s Strategy MICE

1. Building a network of meetings-, incentives- and conventions DMU’s.

2. To position Holland according to set end values for the brand “Holland”.

3. To be percieved as destination sales & marketing authority for Holland.

The Basis of our Success

• High Quality D-bases

• High Quality platform activities

• Targeted Sales & Marketing activities

Holland as a MICE product

Rational:• Easy access• Multi lingual• High quality

facilities & services• Partnership• VGF• Image

Emotional:• Reliable• Pragmatic• Co-operative• Fun!

Target Groups/DMU

Question for the group:

• What is a DMU?• What roles are played within a DMU?• Which target groups do you know for

conventions?

DMU

Decision Making Unit

Consists of:• Decision Maker• Influencer• Booker

Target Group Conventions

• National Associations• International Associations• Governmental organizations• Non-governmental organizations• (Core) PCO’s• Association Management Companies• Corporations/Corporate Accounts

Partners

The Dutch Meeting & Convention Industry• Convention Centres• Reg. Convention Bureaus• (Convention) Hotels• PCO’s• DMC’s• Suppliers

Communication

• Advertising• Direct Mail• Trade Shows• Fam trips• Sales calls• Sales Tools (print)• Events

• Free publicity• News letters• Business Exchange• Web site (

www.holland.com)• Campaign web

sites

Advertising Campaign

Events

AssignmentDiscuss at your table:1. Explain the marketing strategy for your

destination.2. Share a best practice.3. Discuss & choose the best of the best.4. Decide on a presenter to present

You have 30 minutes

Let’s Meet in Holland!