How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC

1. How to improve your destination marketing Renée Cohen Director of Destination Sales NBTC 12th ICCRM Antalya, Turkey 22-24 June 2006 www.iccaworld.com

2. 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) What is a marketing strategy?

3. Marketing is about making choices!

4. 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? How do I determine my destination strategy?

5. Example “Holland” Example “Holland”

6. A Taste of Classic Holland!

7. 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 Introduction NBTC

8. 17 offices/representations worldwide Specializing in: Travel Trade S&M Convention S&M Corporate Meeting S&M B2C activities Press & PR actvities Organization

9. 10.7 million foreign visitors end 2007 (3,2 business, 7,5 leisure) Relative market share of 18% of conventions end 2009 Top 10 ICCA & UIA end 2009 ObjectivesMin. Of Economic Affairs

10. In order to segmentate we created: Product Market Partner Combinations Product & target group

11. 4 leisure: Classics City Style Beach Country side 2 business: Corporate Meetings/Incentives Conventions NBTC recognizes 6 motivations to travel to Holland

13. Building a network of meetings-, incentives- and conventions DMU’s. To position Holland according to set end values for the brand “Holland”. To be percieved as destination sales & marketing authority for Holland. NBTC’s Strategy MICE

14. High Quality D-bases High Quality platform activities Targeted Sales & Marketing activities The Basis of our Success

15. Rational: Easy access Multi lingual High quality facilities & services Partnership VGF Image Emotional: Reliable Pragmatic Co-operative Fun! Holland as a MICE product

16. Question for the group: What is a DMU? What roles are played within a DMU? Which target groups do you know for conventions? Target Groups/DMU

17. Decision Making Unit Consists of: Decision Maker Influencer Booker DMU

18. National Associations International Associations Governmental organizations Non-governmental organizations (Core) PCO’s Association Management Companies Corporations/Corporate Accounts Target Group Conventions

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

20. 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 Communication

21. Advertising Campaign

22. Events

23. Discuss at your table: Explain the marketing strategy for your destination. Share a best practice. Discuss & choose the best of the best. Decide on a presenter to present You have 30 minutes Assignment

24. Let’s Meet in Holland!