It’s not too late to register and join eTourism Summit 2020. Daily weekday sessions continue through October, plus an informal Flashback Friday conversation. All sessions are available on demand to registrants.
This week’s great lineup is anchored by Wednesday’s keynote from NYC + Company:
GRASS ROOTS RECOVERY: DOUBLING DOWN ON COMMUNITY
- Nancy Mammana, Chief Marketing Officer, NYC & Company
- Elan Cole, Executive Creative Director, NYC & Company
|Community and tourism are inextricably linked. New York City gives us the best example of a mega-sized destination taking a micro-sized granular approach to re-building through public and private community partnerships, beginning with residents as the foundation. Building strong partnerships in tough times will benefit the destination in good times to come. — #eTS20|
- Scroll through the week for a closer look at the topics and speaker lineup Monday through Friday, Oct. 12 – 16 at 1 p.m. ET •
| ICYMI: Flashback Fridays: eTS Takeaways Oct. 1-9, 2020|
Day 1: Sarah Quinlan, Economist
> Fundamental shift: Consumers have learned that friends & family are the most important things in our lives and brands have learned that the consumer is in charge.
> Toss out the old planning models; don’t be risk-averse; start over another way.
Day 2: Resident Sentiment and Surveys
> Resident sentiment has become critical for a community.
> Locals, day trippers, road trips….The more people travel, the more they’re inclined to travel again.
Day 3: With Scarcity Comes Clarity
> “Agility” is the key word for 2021.
> Stay nimble, don’t plan media messages or campaigns more than 4 months out.
> Don’t drift into niche marketing, but continue to focus on your core product.
Day 4: ROO = Return on Objective
> The numbers game is over. Use data to target responsible travelers. > Look at who will visit, not how many.
> Know what you do best, stay in your lane, play to your strengths…but build lasting partnerships in your community for “when Covid is a distant memory.”
> DMOs must invest the time to listen to locals, build new partnerships, strengthen communications.
Day 5: Brian Solis, Innovation Evangelist
> Digital transformation is now accelerated. There’s no getting back to “normal” and there shouldn’t be.
> Consumerism is forever changed in ways we have yet to fully know.
> New skills, products, and services will come as a result.
> Empathy mapping connects how people see and think, what they say and do, to surface new challenges and opportunities.
Day 6: DMO Marketing Tools
> This is the time to review your tool kit and vendors: Project management, personalized weekly touch points, customer engagement software, automated email programs, internal graphics design.
> Tip: Re-align resources between sales & marketing.
> Tip: Remember that there’s enormous value in your website.
Day 7: Attention on Brand Positioning
> Do: Take a 30,000-foot view of your brand, “If not now, when?”
> Don’t: ”We’re Here For You” messaging is old. Get beyond the Covid cliché.
> Changed audience requires changed messages. 1) Social media channels will tell you what people are thinking; 2) Make research your North Star.
> Bot-free authenticity has never been more critical; be careful about truthfulness and avoid mistakes. Remember, audiences are super digitally savvy.
> Local audience is very important and it’s likely to present a learning curve for DMOs.
We’ll be reaching out via email to gather more takeaways from attendees.