DMAI Convention Summary

If you weren’t able to attend the annual gathering of destination marketing professionals at DMAI’s international convention, that’s okay. I have a summary for you. It seemed like last year’s DMAI convention had a recurring theme or two strung between all sessions – mobile and video. Perhaps it was the diversity in sessions I attended this year but there wasn’t a recurring theme it seemed. Instead five or six good takeaways that I’m sharing with you this month:

1. Motivation… DMAI started the convention with this video…

Very motivating as a destination marketing professional. Throughout (and before in the CDME course) there were a few great motivating quotes:

Destination marketing organizations make people’s lives better! We give visitors experiences and memories. We help people learn about other cultures and how to become tolerant. And of course we make the industry and the community money! Gary Sherwin, Visit New Port Beach

Be courageous. Don’t be timid. Do what you need to do to grow the community. Be thoughtful and politically mindful but lead! Gary Sherwin, Visit New Port Beach

There is nothing about economic development that doesn’t begin with a visit. Chris Thompson, BrandUSA

Create demand for the destination. No one else does that holistically like we do. That’s our core purpose – to tell the destination story. Gary Sherwin, Visit New Port Beach

(Of course we needed the inspiration since this was posted days before the convention: Why the DMO model is broke)

2. Social Media… of course there were sessions on Social Media. The biggest takeaway came from the ROI on a Budget session. In it Charlottesville VA CVB’s John Freeman presented their Facebook approach: Beautiful pictures every time 3 times a day – 820a, 250p and 750p. Don’t have pictures? Ask to repost pictures from Flickr, Instagram, etc. The CVB has never had a no. Force the interaction: Can you caption this? Like if you agree that… Share if you think… Hit like if… Results? 44m impressions in 3 months.

Another session speaker said: We need to be human in our real-time communications. Time to loosen up and have fun.

And an attendee tweeted 5 levels of social media sophistication

3. Data Analytics…Think you have the whole reporting thing figured out? Know what to look for in Google Analytics? Don’t get comfortable. Last year’s data analytics methods are likely out of date this year. Wes Nichols, Marketshare.  His session wound up being an infomercial for a program DMAI will probably roll out soon but I really liked this quote. Tends to remind us that we can’t always be making decisions about the future based on the past – at least today’s quickly changing technological days.

4. Group Sales… Didn’t catch who said this or which destination but one attendee in the shirtsleeves shared: We give a bonus to our sales staff AND award the hotels that send the DMO leads. If the hotel can’t book it, keep it in the destination. Brilliant! Although the award probably needs to be more than a free nights stay at a hotel huh!?

5. Crisis Management… Patrick Tuttle shared wonderful insights from their tragedy in May, 2011 when a tornado ripped through Joplin, MO. His best quote: Be proactive. Don’t wait for the media to call you. They may find another source and you may not agree with the choice. Brilliant!

6. Travel Trends… The greatest increases in how travelers get information? Gave you a hint in the opening paragraph – traveler review sites on their mobile device. Couldn’t go through this summary without mentioning mobile could I? We have four months until more people on the planet own a mobile device than a toothbrush. Today, most people keep their mobile device no further than three feet from themselves-they’re that attached to them. And back to the first nugget – more and more travelers are getting their information from travel review sites on their mobile device. That’s why we need to be thinking Web Presence not just website!

And there you go… a few takeaways, aha’s or nuggets from this year’s DMAI convention.  Need more?  I’ve seen this one.  Thanks for reading!

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