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Destination Marketing Strategies
John Swarbrooke
11th ICCRM
Seville, Spain
7-9 July 2005
www.iccaworld.com
Index
1 The Changing World of Destination
Marketing
2 The Internet and Destination Marketing
3 Destination Advertising
4 Destination Marketing and Fashionable
Marketing Terms
5 Partnerships and Destination Marketing
6 Marketing Research
7 Customers and Consumers
8 The Future of Destination Marketing
11th ICCRM, Seville, 2005
1. The Changing World of Destination Marketing
• How has the marketing of your destination
changed in recent years?
– Why has it changed?
• How have buyers and the market changed, if at
all, in the last 5 years?
11th ICCRM, Seville, 2005
The Changing World of Destination Marketing
• Do exhibitions still work as a promotional tool?
• Is face to face selling still the key?
• Let's look at the changing nature of the
Marketing Mix in Destination Marketing
11th ICCRM, Seville, 2005
2. The Internet and Destination Marketing
• The 'Internet Revolution' – what does it
mean for MICE destinations?
• What makes the difference between a good
website and a poor one?
• Let's look at one or two at random ........
• What do you think?
• How could they be improved?
11th ICCRM, Seville, 2005
The Internet and Destination Marketing
• Key Points:
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search engine exposure
links from the destination page
online reservation facility where appropriate
speed of follow-up to enquiries
user friendly
constantly updated
reliability
lively with use of multi-media i.e moving images and
sound
– controlled by MICE professionals not technical people
11th ICCRM, Seville, 2005
3. Destination Advertising
• Destination Advertising Campaigns: do they
have a role to play any more?
• What makes a good destination
advertisement?
• Look at this random selection of
advertisements .....
– Who are they aimed at?
– What is the message?
– How could they be improved?
11th ICCRM, Seville, 2005
4. Destination Marketing and Fashionable
Marketing Terms
• What do the following terms mean in reality for
the marketing of MICE destinations:
– Branding?
– Brand loyalty reward programmes?
– Relationship marketing and direct marketing?
11th ICCRM, Seville, 2005
5. Partnerships and Destination Marketing
• Is the concept of partnership important in
destination marketing in general, and in the
marketing of your destination?
• If so, what types of partnership[s] do you have in
your destination?
• Who are the partners and who are missing from
the partnership?
• Is it a 'real' partnership?
• Do you co-operate with other destinations?
11th ICCRM, Seville, 2005
6. Marketing Research
• Is it important to use marketing research to
underpin destination marketing strategies?
• What research underpinned your current
strategy?
• How long ago was the research carried out?
• Do you do continuous research?
11th ICCRM, Seville, 2005
Marketing Research
• Do you research:
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the views of non-users?
the satisfaction levels of existing users?
perceptions of your destinations?
national and cultural differences in the market?
trends in consumer behaviour and the market?
the effectiveness of your marketing activities?
your competitors?
11th ICCRM, Seville, 2005
7. Customers and Consumers
• Do you research the views of the Customers or
the Consumers or both?
• Who are your customers and consumers?
• Which are the most important?
11th ICCRM, Seville, 2005
8. The Future of Destination Marketing
• Key Points about the future of the market:
– terrorist threats and their impact
– globalisation of the market
– growing competition and the search for competitive
advantage
– the concept of Corporate Social Responsibility
11th ICCRM, Seville, 2005
The Future of Destination Marketing
• How do you think MICE destination marketing will
change over the next ten years?
• And finally ...............................
11th ICCRM, Seville, 2005