What is SMARKETING? Why do DMOs need to know? Aside from being a catchy mashup of the words “sales” and “marketing,” SMARKETING describes an idea that an INTEGRATED sales and marketing strategy, executed by team members with aligned skills and end goals, can grow your DMO’s brand.
For SMARKETING to work for your DMO, sales and marketing end goals must align and your team members must have the skills and cross-department knowledge to deliver results.
Here are some quick tips for a smart SMARKETING plan for your DMO.
Evaluate Your Team and Ask Questions
Does your marketing team know the key points the sales team uses to sell? Does your sales team know how your organization’s latest leisure marketing campaign can impact their sales process? Having the teams spend time listening to one another is invaluable.
Open the Lines of Communication
Marketing team members can participate in a site tour to see how the sales team positions the destination’s assets, hear what questions planners ask and learn about common objections planners have towards your destination. Have your marketing team present the current leisure marketing campaign to the sales team and discuss how sales may play off the messaging, creative and assets.
Get your sales and marketing teams on the same page. In the end, each team is responsible for bringing overnight guests to your destination but too often the marketing team is focused on their leisure goals and the sales team is focused on their room night goals. When the leadership of the organization makes both departments accountable to each other, it forces alignment.
Work as a Team
Marketing should have a stake in driving activity for the sales team. And, the sales team should be involved in carrying out the destination brand across their activities. When the two departments are tied to one another, it makes it much easier to create SMARKETING.
Carve out Time for Feedback
Make sure your marketing and sales teams take time throughout the fiscal year to discuss how sales are trending, the challenges they are facing and where assistance is needed. Taking time to understand how the destination is progressing throughout the year with sales and marketing efforts is imperative and will lead to SMARKETING.
A veteran in Destination and Hotel Sales and Marketing, Shirley utilizes her expertise to develop services that assists DMO’s in research, generating leads and increasing awareness for the destination’s meetings product and experiences.