Final usus enter2013
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The document discusses the shift in marketing strategy for Southern Norway's Destination Management Organization (DMO) from a "bought and paid for" approach to one focused on building honest and deserved experiences. With limited resources, the DMO aims to be a local champion rather than world champion. It started digitizing in 2010 and its vision is to be number one in repeat visitation and repurchases. The DMO is part of a cluster program to drive research, innovation, and digital focus while delivering short-term results and long-term strategy. The key is meeting customers where they are through experiences, guest management, and digital and management systems.
Final usus enter2013
- 1. A DMO shifting from ”bought and paid for to honest and deserved” marketing - a case from Southern Norway Heidi Sørvig managingdirector
- 2. Southern Norway??? ”Sørlandet”
- 5. What to do? • Primarilydomestic market • Limited resources (money) • More important to be ”local champion” than world champion • Little or noknowlegdeofthe digital marketing shift
- 7. Satisfiedcustomersareour most important marketing assets
- 9. Our ”digital starting” in 2010
- 10. Vision: Sørlandet are to be no.1 in repeatvisitation/repurchase
- 11. It costs up to five times as much to developnewcustomers as it does to retainexistingcustomerrel ationships(Framnes and Thjømøe, 2003”
- 12. • Part oftheNorwegianclus ter program ”Arena” • 74 companiesthatwork in a commitednetwork • Research and Innovation • Digital is
- 13. During thevisit EXPERIENCES Beforethevisit Afterthevisit GUEST MANAGEMENT DREAMS SYSTEM MEMORIES REPURCHASE RECOMMENDATION
- 14. Secureshort- termresults, whiledevelopin gstrategic and long-term Visitor Corporate Social experiences and analog Responsibility repeatvisitati on/repurchas e ERM systems CRM systems digital Management systems (RevenueMangement) 2012 2016 Time
- 16. Attitudes, tools and methods Complaintsarethe best! Are yourcustomerssayin g ”thankyou” or WoW? Everybodyonboard! Want to be best in theindustry? Involveyourcustomers!
- 17. Futureroleof DMO? • No longer in ”chargeofthe marketing” • Facilitator to assisttheindustry to be the best – customerexperiencesarekey • Flexible and change-oriented
- 18. So whatabout Southern Norway? • Constantlytrying to keep up withchanges. • Clusternetworkbasedonindustryneeds. • Knowlegde-basedorganizationwithhigh digital focus. • No prestige in doingeverythingourselves – better to partner withthe best. MEET THE CUSTOMER WHERE THE CUSTOMER IS!
- 19. Thankyou! /hsorvig heidi@visitsorlandet.com