competition friend or foetransformational opportunities #1: broadcast to engagement interacting with...
TRANSCRIPT
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Competition Friend or Foe
Berkeley W. Young
This presentation and its content may not be shared or duplicated without the prior written expressed permission of Berkeley Young
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We get around
AlabamaArizona California Florida Georgia IowaIllinois KansasKentuckyLouisianaMassachusetts
Client DestinationsThe Young Strategies project team, both individually and collectively have conducted destinationresearch and planning in thirty-three states:
MichiganMinnesotaMississippiMissouriMontanaNebraska New JerseyNew MexicoNew YorkNorth CarolinaNorth Dakota
North Dakota OklahomaPennsylvaniaSouth Carolina South DakotaTennesseeTexasVirginiaWashingtonWest VirginiaWyoming
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Competition is a GREAT Thing
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Competition or Coopetition?
• Destinations
• Hotels
• Restaurants
• Attractions
• Retail
• Events
• Associations
• Conferences
• Content
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Chain Clustering Mentality
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Competition or Coopitition
We are exceedingly collegialand yet we COMPETE!
• Marketing & Purchased Media• Traditional & Digital & Social & Shows
• Sales• Shows & Missions
• Public Relations & Earned Media
• People - staff
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Virtual Reality IS NOT Competition
Virtual reality and video content to INSPIRE the visit, not replace it
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Within every dayWe change the way we competeWe adapt to the situationWe compete
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W ee4t5y
• The first step to
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Destinations in the competitive landscape
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722 Counties in Seven States• Oklahoma – 77• Texas - 254• New Mexico – 33• Colorado – 64• Kansas – 105• Missouri – 114• Arkansas - 75
Most Counties in the United States Have Some Form of DMO
3,007 counties, 64 parishes, 18 organized boroughs, 11 census areas, 41 independent cities and D.C. = 3,142
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• DMO = destination marketing AND management
• Destination = future focused!
• Focus on the updated experience• New experience development
• Branding gone wild• Local partnership
• Converting visitors to brand ambassadors• Engaging with disruptors, you can’t ignore them
AIRBnB, VRBO, UBER, LYFT
Destination Competition is Intense
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Transformational Opportunities
#1: Broadcast to EngagementInteracting with & leveraging the new marketplace
#2: Brand BuildingBuilding & protecting the destination brand
#3: Collaboration & PartnershipsEvolving the DMO business model
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We Spoke to YouDestination Organization of the Future
Rank Role
1 Brand marketing
2 Destination and product development
3 Meeting and convention sales
4 Broader economic development
5 Destination information resource
6 Industry advocate and association leader
7 Leisure sales (group tour and independent)
8 Visitor experience servicing
9 Major event partner/developer
10 Convention services
11 Venue management and operations
New Destination Organization Start-up
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Selling begins when the customer says “No”.
Overcoming objection.
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My snow is bigger than yours!Did you know that Syracuse is the snowiest big city in the entire United States?! According to Weather.com, Syracuse is #1 out of America’s 20 Snowiest Major Cities –accumulating 126.3 inches annually). Some people shy away from that but not us. We brag about it. Hard.We bragged so much that Winter decided to move here and made us the #OFFICIALHOMEOFWINTER. He needed a place where he could be himself – no matter what he threw at us. He’s got his own story, and he needed a place where he could be that guy.
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Competition for the Household Leisure SpendEntertainment and Activities:• Attractions• College Sports• Professional Sports• Concerts and theater • Children’s activities• Gaming
Consumer Expenditure Survey (CE) data from 1934–1936 show that, even during the Great Depression, spending on entertainment accounted for 5.4 percent of the household budget. – US Department of Labor
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Urban Competition for Rural Experiences
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Competition is NOT a two way street
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South Padre Island
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South Padre Island
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Weather & Disasters
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Source: World Casino Directory
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Lake Charles
ShreveportBossier City
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Competition in the Workforce
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Competition in the Media
Montgomery & Politics
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Montgomery & Politics
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2017 Strategy Shift – advertising budget not adequate to counter negative political image in the national press Go “all-in” with aggressive public relations strategy in key markets and publications where negative stories ran. GOAL: EARN national exposure for the positive stories about Montgomery. RESULT: 582M impressions in 10 months!
Montgomery – Changing the Conversation
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Montgomery – Changing the Conversation
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Reality TV Embarrasses Every Region Consistently…but there is good stuff out there!
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Competition From Your Own Citizens
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Competition for Your Funding
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It’s not enough to show annual growthYou must show your leaders the competitive landscape so they see the need to compete
A common enemy unites a group
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Competition for everyone’s time
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Take- Aways
• Competition makes us work harder, makes us better!
• We can be in the TOP TEN tourism states if we focus strategically
• Regular competitive Assessments – internal & external (research)
• Be Nimble and adapt to situations
• Set aside money to be nimble
• You need a team to compete and their pay must be competitive
• YOUR competition…may not compete with you
• Local politics and advocacy come first or you won’t have anything to compete with
• A common enemy unites a group
• Your biggest competition may be YOU, if you are not willing to adapt and change
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Contact Information
Berkeley Young, Young Strategies, Inc
facebook/young strategiesLinkedIn/berkeleyyoung
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YOUNG STRATEGIES, INC
•Destination research and strategic planning•Research for 150+ destinations in 30 states•Communities, regions and states•Travel industry focused•National research data and trends analysis•Writing and speaking•Board workshops & planning sessions• Listening to travelers