1: Establish Goals
Setting clear goals is the first step great DMO’s take to create an effective marketing strategy. We refer to it as The Four W’s: Who, What, Where & When.
- Who is the target audience? Identifying target demographics is the foundation that successful campaigns are built on.
- What results are you trying to achieve? Getting high-quality website traffic, downloading a visitor’s guide or tracking foot traffic are examples of goals that many DMO’s have identified.
- Where do you want to focus your efforts? Identifying a target audience geography allows you to concentrate efforts and maximize results.
- When is the optimal time to run the campaign? For example: Is it year-round or seasonal?
Once these overall goals are established, developing the specifics of a marketing plan is much easier.