Do you work at an attraction and wonder how you can get your money’s worth from your partner DMO (Destination marketing organization) every year? Or are you in the DMO world and always looking for resources to share with your partners? Then read on! And if you missed the first part of the conversation, check out “DMO’s- What your Attractions want you to know”. We all benefit when everyone learns something new.
Put money in your budget every year to support the programming and advertising opportunities that come up.
Yes, budgets are tight and sometimes DMO’s bring last-minute marketing programs but the truth is that a DMO can’t know all the opportunities that will come their way in a year. So if your budget must account for everything in advance, pad your numbers( a tactic I used all the time!) and then you can participate in great programs.
2020 Update
Everyone’s budgets will be challenged this year. But there will also be great opportunities that will come up so try to keep some flexibility in your planned spending.
Get to know the staff at the DMO office. The more contacts you have, the easier it is if there is a staff transition.
Make an appointment to drop by the DMO office and bring some of your admission passes, your current brochure and some treats. The pleasant squeaky wheel gets the grease. Answer any questions the staff might have about your attraction- hours, costs, discounts available, wheelchair accessibility, etc. An informed staff can market you much better.
2020 Update
There may have been layoffs or furloughs at your DMO so your contact might have changed. I hear many instances of people being called back part time, or now working several jobs. Reach out and make sure you know who is still working – and that they know you!
Read all the information that is sent and needs to be acted on. Have several people at your attraction on the DMO mailing list.
DMOs will share information and timelines for activities. It is easy for those emails to get lost in the torrent of messages coming through every day. Make sure several of your staff receive correspondence and respond to requests in a timely manner.
2020 Update
Communication is always an important element for success, and this year is no different. Don’t use the excuse ” I didn’t see the email”. Call today and make sure they have your contact information, as well as at least one other person at your business.
Take advantage of all free opportunities- whether it is sending in updated photos, story ideas and event updates, the DMO needs your content. But they can only feature what they are given.
Years ago I received a mass email from an industry publication asking for photos for an upcoming story. I sent them on that same day and thanked the editor for the opportunity. He wrote back and said I was one of the few that responded. Your DMO likely sends out similar offers for free promotion. Take advantage of it every time. You will get a reputation as someone that responds, and your attraction will end up getting featured more often.
2020 Update
Since everything has changed this year, take some time to send new content. I can tell current pictures now – people are wearing masks and there aren’t huge crowds. Can you take some new photos of visitors at your attraction? You will help market your business by showing that you provide a safe environment to visit, and that you are open for visitors. Sending updated content to your DMO is helpful as well. Have your hours changed? Do you know require reservations? Let the DMO know all your Covid updates.
Assign a staff person to be the liaison for the DMO.
Who is the primary contact with your DMO? Sometimes it is the person who does the marketing, sometimes it is a social media staff person. While it is beneficial to have several people at your attraction involved with the DMO, it is smart to have a point person. They should be attending meetings, and be the first person the DMO can call with a problem or opportunity
2020 Update
Is your point person still employed? If not, update the contact.
Have current images and B-roll to share. Share any updated videos you might have with them as well.
DMOs constantly need content for their website and social media. If you get on a schedule of sending updated imagery and video quarterly, you will be more likely to be featured.
2020 Update
As I mentioned above, 2020 visual content needs to look different to reflect our current reality. Don’t worry about polished highly produced videos. An authentic and realistic video from your phone will do the trick this year!
Be willing to share market trends.
Are you seeing a big upswing in guests from a specific destination? Has another market decreased in the last year? Your DMO depends on you to be the eyes and ears on the ground and to get specific information from the visitors.
2020 Update
Some destinations are seeing a huge uptick from regional drive markets. That’s great news. Let your DMO know what markets you are seeing. They can then put more resources into those markets, which might typically not be markets they consider.
Feel free to download the free ebook that covers the topic, and share!
If you are hosting a VIP client, consider inviting the head of your DMO.
When I worked at attractions, I always invited someone from the DMO if we were hosting a tour operator, a travel writer or a VIP client. This makes your guest feel important that you value them, and will give you DMO opportunities to interact. This will make everyone look like you operate as a team and will pay back many benefits. On the flip side, there is nothing worse than being a DMO staffer and hearing that someone important was in your destination and you didn’t know. A united destination works better for everyone.
2020 Update
Some destinations are seeing tour operators who now have the time to get out of their office and check out some destinations. If your business gets a call from an operator coming through, make sure your DMO knows about it. Then its a win- win!
Are you working on your 2020 Budget?
I don’t know about you, but working on my budgets was never my favorite part of a job. But it is necessary and this year will be incredibly challenging. I am sure most of you will have sharply reduced spending limits. But here are some ways I can help you deliver value and become better trained and informed tourism pros in 2021.
Are you looking for ways to increase professionalism at your destination?
DMOs- Check out my Online Tourism Training Program. I can deliver a monthly webinar to your partners. I will take care of the registration, recording, and even sending out a post-event survey! You don’t have extra time or staff so let me step in and help. Topics include (but aren’t limited to):
- Tourism Sales,
- Group Tour Trends,
- Time Management,
- Linkedin Strategies for Tourism Pros
- and more.
Prices start at $995/month for 3 months. Email me (sally@sallydavisberry.com) and I will follow up with you!
And if you are supplier and think your DMO should offer this type of programming, let them know! If they end up using my services, I will gift you a 1 hour consulting call. Thanks in advance!
New Tourism Pros
I know many of you are being asked to take on roles you would not have imagined a year ago. I created Tourism Pro Academy in 2019 to offer resources and online courses to tourism professionals like you. Check out free resources like industry terms you should know, sales tips and more. I have some courses available for only $9.99.
Blog post topics – what would you like to know?
How can I help you these days? Do you have some new skills you need to learn or a question about the industry? Maybe an observation and a comment to share? Let me know- I am always looking for new topics to write about that help my readers ( over 1300 of you now!) become the best informed Tourism Professionals in the world. Send me an email to sally@sallydavisberry.com.