The DMO Download
A weekly digest on economic development and cultural, heritage tourism news.
Scents Can Enhance Your Visitors’ Experiences
by Paige Fay
The Best News You’ll Read All Week
Trust us, this news is definitely the best news you’ll read! Our insights into the heritage tourism and economic development industry will give you the inspiration you need to tackle the week. In this edition, read about a unique campaign that features stakeholders, get another look at remote workers and travel, learn how scent is playing a role in the travel industry and so much more.
Destination BC Features Stakeholder Travel Offers This Fall
Destination BC in British Columbia, Canada is featuring stakeholder travel offers in their fall marketing campaign. The DMO hopes this will encourage more travelers to book a variety of the experiences, attractions and accommodations that British Columbia can offer travelers. Destination BC is providing this service at no cost to their stakeholders, giving them the opportunity to spread awareness about their offerings and it will increase the potential for bookings and purchases.
Stakeholders who choose to participate must provide their offer information in order to be featured on Destination BC’s website. Up to three offers are accepted by the DMO at one time. Offers include savings on lodging, travel packages, annual passes to attractions, unique events and much more.
This is a great idea for DMOs who want to give their members more opportunities to spread awareness and provides more value to those in DMO membership programs. Even if dedicating a whole website page to special deals and offers sounds like too much, giving stakeholders opportunities to have their offerings featured on social media can still provide real value.
American Remote Workers Are Taking Longer Trips
With nearly half of American workers working fully remotely or in a hybrid situation, this creates new opportunities for the travel industry. According to Skift, 26 percent of workers who worked remotely or had worked remotely reported they took trips longer than 10 days. This flexibility allows employees to travel and “work from anywhere” and the trend doesn’t seem to be going away.
DMOs should be looking for new ways to include this type of traveler in their marketing strategy. Not only are they likely to travel, but also are likely to spend more at destinations, especially rural ones. Highlighting places that have adequate Wi-Fi and quiet locations to take calls will allow these travelers peace of mind knowing that they can work productively while still enjoying evenings out on the town. Continue listening to this segment to ensure you’re meeting their needs.
Using the Power of Scent to Enhance Your Visitors’ Experience
Businesses have been using sensory marketing for years, but now it’s making an entrance into the tourism industry. Airports and hotels are using scents to communicate with their visitors. Bathrooms and lobbies smell of lemon which is associated with cleanliness and hotels even develop their own shampoo and conditioner scents so visitors associate certain smells with their stay at the hotel. The smell of coffee is connected to increased cognitive activity, leading some airlines to use this scent at the end of long flights and this can lead to a more positive experience at the airline.
For DMOs, it’s important to know what other travel companies are doing to enhance their visitors’ experiences. Maybe this looks like picking a scent for your visitor center, encouraging stakeholders to include more positive smells in their customer experience or even associating a smell with your entire destination. This offers a lot of opportunities for communities to get unique in their approach to sensory marketing and ultimately stand out to visitors.
A Comprehensive Marketing Strategy Is Key To a Successful Destination Brand
Visit Crawford, the destination marketing organization for Crawford County, Pennsylvania, was struggling to communicate their offerings to potential visitors. A disjointed marketing strategy and a lack of resources left the organization with ineffective ads, a limited digital presence and an unfamiliarity with its target audience and community brand. When new leadership took the helm, Visit Crawford realized that they needed to outsource their marketing efforts to achieve the results they needed.
Visit Crawford collaborated with Bull Moose Marketing to create a comprehensive marketing strategy that helped leverage the county’s heritage tourism offerings, cultural touchstones and rich history to help the region stand out. Beginning with a variety of workshops, the organization worked with us to identify the region’s unique value proposition, target audiences and other key points to help build a strategy that would put Crawford County on the map as an ideal tourism destination. This yielded a unified brand voice and strategy, increased engagement on social media, more stakeholder participation and more.
This shows how a comprehensive heritage tourism marketing strategy can make all the difference in a DMO’s marketing efforts. Learn more about how Visit Crawford and Bull Moose Marketing collaborated to overcome challenges and achieve goals here.
Your Email Marketing Needs an Unsubscribe Strategy
It’s important to note that some subscribers opt out of your list simply because they aren’t a good fit and that’s okay. But some opt out because your content isn’t engaging. This is where your unsubscribe strategy begins. Here are a few things to keep in mind:
- Make new subscribers feel welcome. This can look like a simple, friendly message that welcomes subscribers to the newsletter.
- Reach out to reengage before the 30-day milestone. If a subscriber hasn’t engaged with your content in 30 days, it’s important to send over a check-up. Tell them you miss them, communicate the value of staying connected but always offer the option to unsubscribe. No one wants to feel trapped!
- Don’t overwhelm your subscriber. Give them opportunities to sign up for certain emails and opt out of others. This makes them feel heard and also gives them the chance to escape an overloaded inbox.
It’s still up to the subscriber whether or not they want to stay, but following these steps will give you the chance to make your case before they leave. It can also improve the quality of your list by allowing truly unengaged contacts to leave and this will be reflected in your email data.
Content Production Manager at Bull Moose Marketing. A lover of literature and a sunshine enthusiast who probably drinks too much tea. Connect with me on LinkedIn @paigeschamberg