I was recently interviewed for an article along with Marla Johnson Norris who is CEO at Aristotle, Inc, an award winning creative technology and marketing agency. We were asked many questions about the future of DMOs, their role in branding and, as community leaders, in ensuring that their cities are at the forefront in digital marketing.
DMOs, whether a Convention & Visitors Bureau, Chamber of Commerce, or government tourism agency are trying to guide their destination in a turbulent marketplace while simultaneously having to demonstrate its value and relevance.
Marla had some very insightful thoughts on both DMO and brand management. I particularly liked her observation, “I think that the DMO has to take leadership and own the brand. It is the best proponent and promoter of the brand and no other city agency has that focus. By that virtue, the DMO should have access to the things it needs to promote its brand both offline and online which is video, text and photography that tell the story of that town.”
She added, “The DMO staff has a real responsibility to help the partners get up to speed. It’s a very different world now. Before, DMO leadership would say, “We’re going to print this brochure and develop this website that will feature you, and we’ll buy this billboard to get people’s attention and get them to come to our town. Now, it’s more likely visitors will learn about the brand from a hotel website, a restaurant listing on Yelp or the DMO Facebook page. This requires a more interactive and integrated approach to strategic branding.”
The full interview is here.