Workshops

Workshop A | March 21 | 10:00am – 11:15am

Are You Talking to All Meeting Planners the Same? Why It’s Time to Change Your Meetings Marketing Strategy & How to Effectively Do So

Presenter: Kim Ritten, Vice President of Business Relations, Digital Edge

It’s time to re-evaluate what is classified as meetings marketing and start utilizing digital marketing to reach the right planner with the right message at the right time. Determine who is the right fit for your destination and start utilizing digital marketing techniques to reach planners across channels, devices and platforms. Start implementing meetings marketing strategies that deliver real, measurable results. The presentation will incorporate recent research on what meeting planners need, how they differ across segments and how DMOs can start reaching them more effectively. The presentation will incorporate lessons learned, best practices and examples from Park City, Atlanta, Portland and Boulder, to name a few.

Workshop B | March 21 | 10:00am – 11:15am

The Sleeping Giants of Social Media

Presenter: Charles Cunningham, Account Manager, Sparkloft Media

TripAdvisor gets almost half a billion monthly unique visitors, Reddit is the third-most-visited website in the U.S., close to 90% of U.S. communities are on Nextdoor. And, you are still focused on your next Instagram story? Facebook, Instagram and Twitter are under more and more scrutiny. The growth of these platforms, favored by DMOS, is slowing down. Social media is changing and experts predict that niche social platforms are going to be the next big thing. This session introduces platforms highly relevant for DMOs that are often overlooked or underutilized and explains the opportunities tourism marketers have by better using TripAdvisor’s new social features, Facebook Groups, Reddit and other up-and-coming platforms.

Workshop C | March 21 | 11:30am – 12:45pm

Data-Driven Strategies on a Budget

Presenter: Brian Matson, Senior Director of Strategy & Education, TwoSix Digital

This session will feature information that will help tourism organizations and businesses leverage the multitudes of data that is available to them. From custom audiences, email data, website pixels, Google Analytics, Facebook Insights and more. Attendees will learn how to use these valuable resources to develop budget-friendly digital campaigns that support online efforts.
•    Detailed information to help leverage key data points on major networks
•    Tactics to developing a cost-effective social advertising campaign to support various objectives
•    Insights as to how to measure and analyze campaign performance for ongoing improvement

Workshop D | March 21 | 11:30am – 12:45pm

Integrating Influencer Programs: It’s the Differences that Make It Distinct

Presenter: Christina Erny, CDME, Senior Manager of Digital Marketing, Reno Tahoe

This session features visuals and tactics about Reno Tahoe’s award-winning influencer programs that go beyond your standard influencer program. The presenter will discuss leveraging brand partnerships, retail opportunities, advertising integration, PR buzz, web development/integration and more. This award-winning program has turned heads of many and has sparked an influx of marketing partnerships proposals. From major travel influencers to travel brands to Forbes’ top businesswomen, this program has been so successful that there is an overwhelming number of requests to get involved. All facets will be addressed, including: Situation/Research/ Planning, Goal/Action, Objectives, Execution, and Evaluation/Results.

Workshop E | March 21 | 2:15pm – 3:30pm

DMOs: Moving from Cooperative Marketing to Collective Impact

Presenters: Dan Janes, CEO, Madden Media and Rick Yngve, Interim Director, McGuire Center for Entrepreneurship at the Eller College of Management, University of Arizona, Tucson

As communities look to create lasting change to make their destinations more appealing to those who would live, work and explore, destination marketing organizations (DMOs) have the ability to shape the collective impact that can transform a place. Collective impact requires thinking beyond single issues and activating support across sectors from government, nonprofits and the private sector. With dramatic social and economic change coming to communities, DMOs should play a significant role to impact travel and workforce attraction efforts for a place. This discussion will focus on how DMOs can work with community partners to improve digital cooperative marketing efforts and build shared-measurement practices among partners and information-sharing agreements to support the overall brand and marketing efforts of a community.

Workshop F | March 21 | 2:15pm – 3:30pm

Global Marketing on a Shoestring Budget

Presenter: Florian Herrmann, CEO, Herrmann Global

While it has been challenging in the past to reach and communicate directly with international visitors, social media and digital storytelling provide new avenues to reach specific niche markets in foreign countries that are most interested in visiting your destination. With Facebook, Instagram, YouTube and WeChat now being global players in travel decisions, destinations are challenged about how to utilize inspirational content effectively that won’t cost much. It’s all about sticking out. Learn simple steps, tools and tactics to reach and influence international visitors and tour operators via social media. Utilizing a combination of data, influencers and specific KPIs, we unveil DMO case studies where stories and itineraries led to conversions for destinations. 

Workshop G | March 22 | 10:45am – 12:00pm

Video Storytelling Made Easy

Presenter: Thomas Klinger, Enterprise Strategist, Lumen5

Bringing your destination to life is always a challenge. Of all the ways to do it, video will connect with tourists and travelers the best and will help attract them to your destination. But it’s also the most expensive…until now. Get a quick overview on how to best create a video strategy that you can implement today. Then hear about an emerging platform that will help you share your amazing local stories through video, while fitting your strategy. Get hands-on advice on what works, how to make things simpler and which brands and DMOs have really figured out marketing through video content.

  • Learn how to create a strategic roadmap for video content creation and distribution
  • Master the art of creating compelling video content on personal devices and beyond
  • Hear about new cutting-edge video technology that is not only easy to use, but cost friendly

Workshop H | March 22 | 10:45am – 12:00pm

Website Trends, Insights and New Methodologies 

Presenters: Kristin Dialessi, Business Development Director, Madden Media; Dan Janes, CEO, Madden Media

Our presenters will discuss website trends and insights for DMOs. During the session, also learn about how the Growth Driven Design (GDD) process paired with agile development methodologies may be an optimal solution for DMO websites. Currently, buying a new website is like buying a new car, it starts depreciating the second you drive off the lot. Traditional website design timelines move slowly and clients need a way for their website to quickly and dynamically respond to ever-changing marketing needs. Instead of starting over every few years with a new design that is continually chasing those needs, using a custom industry-optimized GDD solution, a DMO can turn their existing website into a responsive and nimble marketing tool for their organization. Long development and deployment cycles are a thing of the past with GDD – instead, this process allows for continuous work on a website to keep it up-to-date and ensure you are maximizing the site’s performance based on data-driven updates.