5 Items That Should Be in Every DMO Budget
In DMO world, it feels like you are developing a brand new marketing strategy and budget as soon as you complete the last one. This time of the year can be so tedious.
Take a look at why these five items should be in every DMO budget.
Video Content – While we used to just budget for some imagery every year, and video every so often, now we need to make sure our video content is fresh, thorough and continually developing the library of assets. When preparing your video budget, make sure you earmark dollars for leisure, meetings and sports video footage. Each market is different in its needs and messaging, and requires a dedicated video budget.
Social Distribution – Every social post you do should have $$ behind it, even if it’s only $25 focused on reaching your target audience. Make sure you have a large enough budget for paid social distribution to ensure you can make an impact on the audiences you are trying to reach and move through the marketing funnel.
Email List Development – Growing your email database is a foundational strategy every DMO should incorporate into their marketing plans. Creating digital and on-site campaigns that help you grow your database of opt-in visitors or potential visitors will help you strategically develop email campaigns and deploy strategies to drive more business and a deeper destination awareness. Utilize your on-site visitor center to build your email lists and digital campaigns to capture the opt-in.
Retargeting – Retargeting is one of the simplest and most effective digital media strategies to help your DMO get more leverage from your investment in digital marketing. Utilize retargeting to keep your message in front of engaged consumers and make sure your messaging evolves as they interact with your advertising.
Email Marketing – Don’t rely on monthly newsletters alone. Utilize email marketing to deploy campaigns based on list behaviors, interests, location and last action. Email marketing is one of the highest platforms for delivering a return on investment, and often gets left in the dust.
Develop strategies and tactics for each of the above items across the different market segments for your DMO. Make sure you have a leisure strategy and a meetings strategy. Focus on your key audience segments to truly deliver a return that will get the attention of your board and committee.
Looking for more? Check out our resources page with free eBooks and additional blogs to help you get a leg up on planning.
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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.