Everything You Need to Attract More Visitors to Your ...fadmo.s3. Attract. More Visitors to . Your Destination

  • View

  • Download

Embed Size (px)

Text of Everything You Need to Attract More Visitors to Your ...fadmo.s3. Attract. More Visitors to . Your...

  • Florida Association of Destination Marketing Organizations

    Destination Marketing Industry Summit May 18-20, 2016 – TradeWinds Island Resort, St. Pete Beach, Florida A program of education designed for tourism specialties to share information and help destination marketers attract more customers to their communities.

    • Interactive discussion with VISIT FLORIDA on the direction of the destination marketing industry.

    • Detailed education that can be applied immediately to bring more visitors to your destination

    • Opportunity to gain insights from your peers throughout Florida on how to build better community partnerships within the industry and with organizations outside of the traditional tourism industry

    • Four tracks of education to serve many different professionals within your bureau

    Everything You Need to Attract More Visitors

    to Your Destination

  • From the Chairman of the B oard

    It is my pleasure to invite you t o the 2016 FADMO Destinatio

    n Marketing Summit, this year’ s largest

    gathering of Florida destination marketing organization execu

    tives and industry suppliers.

    We are lucky to live and work i n the most beautiful place in th

    e world. Seemingly, Florida ca n sell it-

    self. However, we know bette r. As destination marketers we

    must compete against a lot of well funded

    adversaries for visitors. This w hile 1.1 million Florida resident

    s employed within the tourism industry are

    depending on our success.

    It’s never been more important for the destination marketing i

    ndustry to invest in additional t raining

    for ourselves and our staff. To provide you with the knowledg

    e and resources you need to s ucceed and

    prosper in the coming year, we have created a one-of-a-kind


    Critical issues affecting our ind ustry will be addressed:

    • VISIT FLORIDA’s plans for h elping destinations bring more

    customers to our communitie s

    • How to face challenges in d ocumenting why DMOs matter

    and how to measure destinati on mar-

    keting effectiveness

    • A Research Guide to Increas ing Market Share and Keeping

    Stakeholders (Elected Officials ) Happy

    • A DMAI DestinationNEXT int eractive workshop to provide y

    ou with practical, clear actions and strat-

    egies for sustainable success within your DMO

    • Two sessions with Bill Geist to update you on the future of

    the next generation of DMOs a nd how to

    update your videos to move cu stomers

    • How Brand USA can help yo ur DMO of any size, attract inte

    rnational visitors

    You’ll have a great opportunity to network with outstanding s

    peakers, other tourism market ers from

    throughout Florida and the ind ustry’s finest sponsors. This is

    an event at which you and yo ur organiza-

    tion will want to be represented . The Florida Association of D

    estination Marketing Organizat ions looks

    forward to welcoming you to th is important meeting.


    Lee Daniel Lee Daniel

    Chair, FADMO Board


    1390 Timberlane Road • Tallah assee, FL 32312 • 850/222-60

    00 • FAX 850/222-6002

  • 1

    Wednesday, May 18, 2016 10:00 AM – 1:00 PM Board of Directors Meeting and Working Lunch

    2:00 PM – 4:30 PM Vendor Setup

    2:00 PM – 5:00 PM DMAI DestinationNEXT Workshop for DMOs

    5:00 PM – 6:00 PM Welcome Reception at TradeWinds Island Resort Sponsored by VISIT FLORIDA

    6:00 PM Dinner on own

    Thursday, May 19, 2016 8:30 AM – 9:30 AM NextGen DMOs: Going Beyond the Visit Leveling the Playing Field: How to Harness

    Content Marketing to Maximize any Budget

    9:45 AM – 10:45 AM Challenges in Documenting Why DMOs Matter How to Leverage Digital Marketing, Digital Networks & Create Integrated Campaigns That Go Beyond the Click

    11:00 AM – 12:00 Noon Measuring Destination Marketing Effectiveness

    Why Your Videos Don’t Move Customers

    12:00 Noon – 2:00 PM VISIT FLORIDA Luncheon - How Can VISIT FLORIDA and DMOs Work Together to Bring More Customers to Our Communities?

    2:00 PM – 3:00 PM A Research Guide to Increasing Market Share and Keeping Stakeholders (Elected Officials) Happy

    The Hero Tour: St. Johns County Tourism Advocacy Initiative

    3:15 PM – 4:15 PM Hotel Industry Overview with a Focus on Florida Markets

    The Evolution of Industry Relations

    5:00 PM Evening Event at TradeWinds Island Resort on St. Pete Beach Sponsored by Connect/Interfuse

    Friday, May 20, 2016 9:00 AM – 10:45 AM Destination Marketing State of the State Report

    11:15 AM – 12:00 Noon How Brand USA Can Help You Attract International Visitors

    12 Noon Adjourn

    Schedule at a Glance

  • 2

    Wednesday, May 18, 2016

    2:00 PM – 5:00 PM

    DMAI DestinationNEXT Workshop Paul Oiumet, DMAI DestinationNEXT

    This is an interactive workshop, bring your iPad or laptop! On its 100th anniversary, Destination Marketing Association International (DMAI) took a bold leadership step with the DestinationNEXT initiative. The vision is to provide you with practical, clear actions and strategies for sustainable success in a dramatically changing world. The work, nominated for several tourism research and innovation awards, has included a: Future Study looking at the most significant trends facing destinations and the DMO industry; Scenario model and diagnostic tool to help organizations assess their destinations and organizations; and Handbook of potential best practices to help these organizations become more successful.

    When you attend this workshop you will receive: - A presentation on the core findings of major opportunities

    for DMOs - The opportunity to complete a live on-line assessment of

    your destination - A review of the results of the assessments completed for


    Thursday, May 19, 2016

    8:30 AM – 9:30 AM

    NextGen DMOs: Going Beyond the Visit Bill Geist, Zeitgeist Consulting

    The traditional DMO design is limiting in today’s ever-evolving environment. Bill will share with you a NextGen take on service becoming the new sales. This session will include 3-Case Studies of DMOs that are creating experiences as visitor magnets. You’ll walk away with ideas for new revenue streams to power destination development and marketing

    Leveling the Playing Field: How to Harness Content Marketing to Maximize any Budget Nate Huff, Miles

    Content marketing has been around for a century, but the buzz around this strategy has exploded in the past several years, causing a fundamental shift in the way brands interact with consumers. Nate will show you the factors that are reshaping the landscape of content creation and consumption, how new (and renewed) content creators and delivery channels are making content marketing more effective and how we as an industry need to evolve our measurement strategies to keep up with this changing medium. It can also be difficult for smaller budgets to compete against companies with larger marketing budgets for your target audience’s online attention. This session will provide you with actionable digital content marketing tactics and techniques that you can use to: effectively compete against other companies with larger marketing budgets; improve the efficiency of your content marketing efforts; use content marketing to assist with revenue generation and customer lifetime value growth. The presentation will feature organizational discussion starters, and give you concrete takeaways.

    9:45 AM – 10:45 AM

    Challenges in Documenting Why DMOs Matter Phillip Downs, Downs & St. Germain Research

    This Panel presentation will feature multiple Florida DMOs and show you how they overcame challenges to documenting economic impact, including estimating the percent of taxes paid by visitors, and estimating the cost of visitors to county governments. You will learn what the “correct” ratio of visitors to jobs created is and how to estimate the number of day trippers & VFRs. After attending this session you will know how to avoiding political minefields, estimate, estimating DMOs’ ROI and communicate why you matter.

    How to Leverage Digital Marketing, Digital Networks & Create Integrated Campaigns That Go Beyond the Click Mya Surrency, Digital Edge

    When buying digital media, it is important to map out the entire eco chain prior to finalizing your media plan. Mya will map out each step of the consumer experience to ensuring your digital campaign utilizes today’s advanced tools to reach, engage and convert visitors to your destination. She will give you an overview of the following process: Define your goal and your digital conversion goal; determine your message; identify your audience(s); identify the medium(s); Design the creative; create banners and landing page; optimize the landing page for conversions and more.

    Destination Marketing Industry Summit Progam Details

  • 3

    11:00 AM – 12:00 Noon

    Measuring Destination Marketing Effectiveness Santiago Corrada, Visit Tampa Bay

    As DMOs it can be difficult to measure the effectiveness of destination marketing. Santiago will discuss best practices and the research and reporting that Visit Tampa Bay do