Winning Strategies in Destination Marketing - Development ...

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Winning Strategies in Destination Marketing - Development ...

A View from MEETING Planners

In Destination

Marketing

Study by Development Counsellors International • October 2012


Winning

Strategies

in Destination Marketing

A View from meeting planners

Table of Contents

Executive Summary .............................................. 4

Introduction and Methodology ..................................... 7

Influencing Meeting Planner Perceptions: Leading Sources of Information ..... 8

Attending Industry Conferences. ................................... 10

Where Meeting Planners Are Getting Their Industry News ................ 12

Best Marketing Techniques from the Customer’s Perspective .............. 14

The Importance of Educational (Familiarization) Trips .................... 17

How Meeting Planners Interact With Destination Marketing Organizations ... 18

Identifying The Ultimate Meeting Location Decision Makers ............... 21

Best International Cities .......................................... 22

Best North American Cities ....................................... 22

Appendix. .................................................... 24

A Word About DCI ............................................. 27

3


Executive Summary

When the global financial crisis made headlines in fall 2008 and consumer

spending drew to a standstill, destination marketing organizations felt the dramatic

impact immediately. The meetings and incentive industry was further challenged that

autumn as reporters besieged AIG when one of its subsidiaries commenced a weeklong

retreat to a St. Regis resort, following a U.S. federal bailout package for the parent

company. The resulting “AIG effect” compounded the industry’s struggles.

Recovery within the global meetings and convention space has been slow, with

the economic downturn directly resulting in a decline in the number of delegates

at conventions globally. Today, with competition among destination marketing

organizations on the rise, particularly among those in pursuit of what has been

deemed the “recession proof” association market, it is more important than ever for

destination marketing organizations to understand their audience.

It was with this aim that Development Counsellors International (DCI) conducted this

comprehensive survey of meeting planners with global meeting planning responsibilities.

Our objective was to understand best practices in marketing places by going directly to

the meeting industry world’s “customer.” This report, A View from Meeting Planners:

Winning Strategies in Destination Marketing, is the first survey of its kind.

4


Key findings follow, based on

the aggregate responses of 187

participants in the 2012 survey.

• The three leading sources of information influencing

meeting planner perceptions of international meeting

destinations are meetings with destination representatives,

dialogue with industry peers and business/

personal travel.

• When evaluating meeting destinations, respondents

rely primarily on convention bureaus for information.

Meeting planners indicate that speaking to, or emailing,

convention bureau staff is by far the most common form

of interaction. A majority of respondents selected e-mail

as the preferred method for convention bureau representatives

to share information on their destination.

Singapore and Hong Kong rated most favorably. As

a nation, Italy prevailed, followed by the United Kingdom

and Spain.

• When it came to preferred international convention

bureaus, London topped the list, followed by Singapore,

Barcelona, Amsterdam and Vienna.

• Within North America, Chicago, San Diego and San

Francisco topped the list of preferred meeting locations,

while San Diego, Orlando, Chicago and Las Vegas prevailed

as the leading destination marketing organizations.

• For associations, the Board of Directors is most often

named as the final decision maker on a meeting location,

while corporate meetings planners indicated that CEOs

most frequently made the ultimate decision on meeting

locations.

• Meeting face-to-face, whether at trade shows, receptions

or educational workshops, rated as the most effective

means of influencing meeting planners who may be

considering a destination that is new to them.

• Meeting planners prefer multi-destination educational

workshops rather than single-destination educational

workshops.

• While the majority of meeting planners did not attend

any industry conferences in the past three years, IMEX

America 2011 is the leading choice among those who

attended an industry conference.

• Meetings & Conventions magazine is the most frequently

read industry publication followed by Successful

Meetings.

• Online advertising is deemed the most effective

type of advertising by 73% of respondents. However, a

majority of respondents prefer reading printed versions

of travel industry publications.

• Respondents indicated that social media is not currently

influential in shaping meeting planners’ perceptions of

international destinations.

• A majority of respondents consider educational trips

(familiarizations) as either important or very important.

The North American summer season is by far considered

the best time to participate in education trips. Group

trips are significantly preferred over individual trips.

• When asked to select the most favorable location for

an international meeting, London, Barcelona, Paris,

5


Introduction and Methodology

In 2012, Development Counsellors International (DCI) conducted surveys

of North American meeting planners with global meeting planning responsibilities

to determine the “customer’s perspective” on the most effective strategies and

techniques in destination marketing. This survey targeted meeting planners with direct

responsibility for planning meetings in international destinations. Audience selection

was heavily weighted toward the following titles: association meeting planners,

corporate meeting planners and association management representatives.

The survey was conducted completely online. Respondents were contacted via email

and invited to participate in the survey. A hyperlink to access the online questionnaire

was provided and the choice of a $10 Starbucks gift card or a $10 iTunes gift card

was offered for participation. A copy of the questionnaire and email invitation can

be found in Appendix A.

In total, 187 responses were received. Respondents were categorized as associations

(106 respondents), corporations (78 respondents) and association management companies

(3 respondents). All surveys were edited for completeness and the responses

to open-ended questions were coded.

It is important to note that this survey is a study of perceptions. A perception is an

attitude, belief or impression and not necessarily a reflection of reality. Meeting planners

have certain identifiable opinions and beliefs about doing business throughout

the world. Some of these perceptions may be accurate and some may be genuine

misperceptions.

“To grow your business, you must match

the way you market your products with the

way your prospects learn about and shop

for your products.”

— Brian Halligan,

Co-Author of Inbound Marketing

7


Influencing Meeting Planner

Perceptions: Leading Sources of

Information

This survey sought to identify how meeting planners build their

awareness of international meeting locations, honing in on what meeting planners

believe are the best marketing tactics that destination marketing organizations can

utilize to build favorable images.

This Winning Strategies survey asked North American (Canada and the Unites States

of America) meeting planning executives with global meeting planning responsibilities

to share which sources of information influence their perceptions of a destination.

Respondents were asked to choose up to three of nine possible responses: articles in

newspapers and magazines, business/personal travel, coverage on TV/radio, dialogue

with industry peers, meetings with destination representatives, online sources, social

media, word of mouth and other.

Meetings with destination representatives prevailed among meeting planners as the

most important source of information influencing their perceptions of a destination.

The top five responses are:

Key Sources of Influence

Meetings with destination representatives 58%

Dialogue with industry peers 55%

Business/personal travel 53%

Online sources 42%

Word of mouth 36%

The graph on the facing page shows all of the responses to this question.

While the top three answers are consistently important to both association and

corporate meeting planners, corporate meeting planners indicate that they rely more

heavily on online sources than do association meeting planners (corporate meeting

planners 46% versus association meeting planners 39%). Furthermore, articles in

newspapers and magazines are more influential among the corporate market than

association meeting planners (corporate meeting planners 27% versus association

meeting planners 19%).

8


Meetings with

destination

representatives

Dialogue with

industry peers

Business or

personal travel

Online sources

Word of mouth

Articles in

newspapers and

magazines

Other

Coverage on

TV/radio

Social media

9


Attending Industry Conferences

Both meetings with destination representatives and dialogue with industry

peers often occur at industry conferences and expos, yet 30% of respondents

indicate that they have not attended an industry conference in the past three years.

When asked to select the industry conferences and expos they had attended in the

past three years from among ten options (AIBTM, ASAE Annual Meeting & Expo,

EIBTM Barcelona, FICP Annual Conference & Education Forum, IMEX America, IMEX

Frankfurt, MPI World Education Conference, PCMA Annual Meeting, None, Other),

IMEX America garnered a 25% response rate. IMEX Frankfurt and PCMA Annual

Meeting each registered 19% of the responses.

While both association and corporate meeting planners indicate that they have

attended IMEX America, association meeting planners are much more likely to

attend PCMA’s annual meeting (association meeting planners 26% versus corporate

meeting planners 9%) and ASAE’s annual meeting and expo (association meeting

planners 20% versus corporate meeting planners 6%).

“Nothing sells better than being

able to look into your prospect’s eyes

and shake hands over a deal!”

— David Zahn, ZAHN Consulting LLC

10


In Person

None 30%

IMEX America 25%

PCMA Annual 19%

Meeting

IMEX Frankfurt 19%

EIBTM Barcelona 17%

AIBTM 17%

Other 15%

ASAE Annual 14%

Meeting & Expo

MPI World 12%

Education

Conference

FICP Annual 5%

Conference &

Education Forum

11


Where Meeting Planners Are

Getting Their Industry News

When meeting planners were asked where they receive their industry

news, Meetings & Conventions magazine topped the charts with 56% of respondents

selecting it as the publication they most frequently read. Successful Meetings came

in second, tallying 42% of responses.

Meetings & Conventions provides information that helps meeting and event

planners excel at their jobs and effectively manage their careers. Established

in 1965, it is published by Northstar Travel Media, LLC. Circulation: 66,700

Successful Meetings is edited for meeting planners across all industries. It is

published by Northstar Travel Media, which acquired this publication from

Neilsen Business Media’s travel group in 2010. Circulation: 50,000

When comparing association meeting planners with corporate meeting planners, it

becomes apparent that the most frequently read outlets vary by market segment.

While association meeting planners are more likely to read Meetings & Conventions,

Association Meetings and Convene, corporate meeting planners are more likely

to read Meetings & Conventions, Successful Meetings and Corporate Meetings &

Incentives.

When asked if they preferred reading travel industry publications online or in “hard

copy,” a majority of respondents (69%) indicated that they preferred reading the

publication in hard copy.

Social media is not currently influential in shaping meeting planners’ perceptions of

international destinations. Only 3% of respondents chose social media as a leading

source of information influencing their perceptions of a destination.

69%

■ Hard Copy

31%

■ Online

12


Meetings & 56%

Conventions

Successful 42%

Meetings

Corporate 33%

Meetings &

Incentives

Convene 28%

Association 26%

Meetings

Associations 14%

Now

None 11%

Meetings Focus 10%

International

Medical 9%

Meetings

Other 6%

Media13


Best Marketing Techniques from

the Customer’s Perspective

This Winning Strategies survey sought to determine the most effective

marketing techniques that international destinations can harness to reach meeting

planners. Respondents were asked to rate the effectiveness of eight conventional

marketing techniques used by destination marketing organizations. Respondents

rated each technique (advertising, destination newsletters, emails, educational workshops,

hosted lunch or dinner receptions, articles in meetings industry publications,

trade shows and webinars) on a 1 to 5 scale, where 1 is “poor” and 5 is “excellent.”

Meeting face-to-face, whether at trade shows, receptions or educational workshops,

ranked as the most effective means of influencing meetings planners who may be

considering a destination that is new to them.

This said, with the scores for the various marketing tactics all averaging between a

rating of 3 to 4, all techniques are considered influential among meeting planners

and none should be ignored as part of the destination marketing mix.

Preferred format

for educational

workshops

■ Multi-destination

64%

■ Single-destination

36%

It should be noted, however, that corporate planners rate “hosted lunch or dinner

receptions” higher than other marketing techniques (average rating of 4.09.)

When meeting planners were asked whether they preferred single-destination educational

workshops or multi-destination educational workshops, nearly two-thirds

of respondents noted that multi-destination educational workshops are preferred.

Most effective

advertising media

■ Online

73%

■ Print

27%

While destination advertising is ranked as an effective tool in influencing meeting

planners who may be considering a new destination, with a mean score of 3.26, online

advertising is deemed the most effective type of advertising by 73% of respondents.

Print advertising is a distant second with 27% of the vote. Radio and television

advertising tallied no responses.

14


Tradeshows

Hosted lunch or

dinner receptions

Articles in meetings

industry publications

Educational

workshops

Emails

Destination

newsletters

Advertising

Webinars

15


All

Associations

Corporate

Inviting

All

Associations

Corporate

16


The Importance of Educational

(Familiarization) Trips

More than half of respondents (53%) noted that business/personal travel

influences their perception of a destination. (See page 8). Educational (familiarization)

trips totaled a mean score of 3.98 in importance of influencing the respondents’

perception of a destination.

Not

at all

Importance

Very

1 2 3 4 5

Not

Important

Importance

Somewhat

Important

Important

All 3.98

14% 14%

Average

number of trips

taken annually by

respondents:

Associations 3.79

Corporate 4.26

Importance of Fam Trips

on influencing perception

72%

How important are

Familiarization Trips?

1.6 trips

Among respondents, 72% considered educational trips (familiarizations) as either

important (4) or very important (5).

The North American summer season is considered the best time to participate in

educational trips, with a 48% response rate. Fall in North America is a distant second,

with 18% of the vote. Winter and Spring each tallied 17% of the vote respectively.

Corporate meeting planners rate the importance of educational trips significantly

higher than association meeting planners (average rating of 4.26 versus 3.79 for

associations). While both groups rate summer as the best time for educational trips,

association meeting planners rate the spring season as their second choice, while

corporate meeting planners prefer fall.

Yet competition for a meeting planner’s time is extremely strong, given that meeting

planners participate in an average of only 1.6 education trips annually. When they

do participate in educational trips, group trips are the most preferred format, with

62% of respondent votes. While on average, individual education trips are preferred

by 38% of respondents, association meeting planners are more likely than corporate

meeting planners to prefer individual trips.

17


How Meeting Planners Interact

With Destination Marketing

Organizations

When asked which organizations they rely upon when evaluating international

destinations for meetings, of the six proposed options (international convention bureaus;

destination hotels; destination management companies (DMCs); meeting planning

agencies (third party planners); professional conference organizers (PCOs); other), 57%

of respondents indicated that international convention bureaus were most important.

Destination hotels received the second largest percentage of responses with 50% and

destination management companies cracked the top quarter with 27% of responses.

When further analyzing the differences between association meeting planners and

corporate meeting planners, it is apparent that associations most commonly rely upon

international convention bureaus when evaluating meeting destinations (association

meeting planners 64% versus corporate meeting planners 47%). Corporate planners,

however, are more apt to rely on destination hotels most frequently when evaluating

meeting destinations (association meeting planners 44% versus corporate meeting

planners 56%). The most significant difference remains that corporate meetings planners

are much more inclined to rely on destination management companies (corporate

meeting planners 41% versus association meeting planners 16%).

Meeting planners indicated that speaking to or emailing convention bureau staff

is by far the most common form of interaction with a convention bureau (61% of

respondents). Slightly more than a quarter (27%) of respondents indicated that they

visit a convention bureau’s website, with 9% noting that they commonly attend

convention bureaus’ hosted events. Printed materials are not frequently referenced,

tallying only a 2% response rate.

When asked how they prefer to be contacted by international convention bureau

representatives, 67% of respondents indicated email. In-person visits at conferences

and expos were a distant second, with 17% of respondents indicating this preference.

Personal visits and phone calls are not commonly preferred means of providing

meeting planners with information on convention destinations.

Most common interaction

■ Attended convention

bureau hosted events

■ Refer to the bureau’s

printed materials

■ Visit the convention

bureau website

■ Speak to an/or e-mail

bureau staff

9% 2% 9% 11% 5%

27% 26% 30%

61% 65% 54%

ALL ASSOCIATIONS CORPORATE

5%

17%

9%

2%

11%

67% 4%

73%

9%

3%

ALL

ASSOCIATIONS

18


Connecting

Organizations

most Relied Upon

International 57%

convention bureaus

Destination 50%

hotels

Destination 27%

management

companies (DMCs)

Other 16%

Professional 12%

conference

organizers (PCOs)

Meeting 10%

planning

agencies (3rd

party planners)

Preferred Communication

■ E-mail

9% 11%

■ In person visit at

26% conference 30% or expo

■ Phone call

65% 54%

■ Personal visit

5%

5%

17%

9%

2%

11% 27%

67% 4%

73% 57%

9%

5%

11%

3%

ASSOCIATIONS

■ Other

CORPORATE

ALL ASSOCIATIONS CORPORATE

19


Associations

Board of Directors

48%

18%

Executive Director

3%

1%

Survey of Participants

30%

Membership Vote

Other*

Corporations

*Within the category,

the largest subgrounds

making

this decision

included conference

committee (5); staff

(5); varies by client

(4); planner (3); and

CEO (2).

28%

18%

CEO

Director of Meetings

8%

Director of Marketing

3%

Survey of Participants

43%

Other

20


Identifying The Ultimate Meeting

Location Decision Makers

No matter the means by which a meeting planner learned about international

destinations, it is important to understand who has final decision making

authority on the meeting location.

Associations were offered five options of “final decision makers” from which to choose

(board of directors; executive director; membership vote; survey of participants; and

other). Meanwhile, corporate meeting planners were given five different options

from which to choose (CEO; director of marketing; director of meetings; survey of

participants; and other).

Associations

Among associations who responded to this question, the Board of Directors is most

frequently named the final decision maker on a meeting location, as indicated by

48% of respondents. “Other” is the next most common response, with 30% of

respondents indicating this response, meaning that the final decision on meeting

locations are not made by a Board of Directors or Executive Director. Among those

indicating “other” as their response, 10% indicated that either the conference

committee or the association staff have final decision making power on the location

of the meeting.

Corporate

Among corporate respondents who answered this question, the CEO is the primary

final decision maker on a meeting location, as indicated by 28% of respondents. The

most frequent response is “Other”, chosen by 43% of respondents. Twelve percent

of those responding “Other” named “clients” as final decision-makers, reflective of

the respondents who are third-party planners.

Deciding21


International Favorites

To determine which cities are winning

the perception contest as the best locations to host

a meeting, we asked survey respondents to name

three non-North American locations perceived as

being the most favorable for meetings. Overall,

London is selected by meeting planners as the top

destination. Barcelona and Paris tied for second in

the rankings. Singapore and Hong Kong followed

suit respectively.

Moving beyond the perception of the destination,

meeting planners were also asked to indicate up

to three “Best in Class” convention bureaus that

are most helpful in meeting the needs of meeting

planners.

Best Countries for

International Meetings

Overall, meeting planners selected London as being the most helpful, followed by

Singapore and Barcelona. Amsterdam and Vienna also ranked in the top five. No

destination earned more than 10% of all mentions.

North American Favorites

While this survey primarily focused on surveying North American meeting

planners who plan meetings abroad, we recognize that the same population of meeting

planners are also responsible for planning meetings within North America.

We replicated the International cities question to determine which cities are winning

the “perception” contest as the best North American locations to host a meeting. In

this question, survey respondents were asked to name three North American locations

perceived as being the most favorable for meetings.

Overall, meeting planners selected Chicago as being the best location for meetings, followed

by San Diego and San Francisco. Las Vegas and New York City also ranked in the top five.

Again, the survey sought to move beyond perception of the destination and identify

which North American convention bureaus were most helpful in meeting the needs of

meeting planners.

Topping the list is San Diego, with Orlando, Chicago, Las Vegas, Montreal and Washington,

DC taking the next five slots.

22


Best Cities for International Meetings

London

Barcelona

Paris

Singapore

Hong Kong

Top International Destination Marketing Organizations

London

Singapore

Barcelona

Amsterdam

Vienna

Best Cities for North American Meetings

Chicago

San Diego

San Francisco

Las Vegas

New York City

Top North American Destination Marketing Organizations

San Diego

Orlando

Chicago

Las Vegas

Montreal

Washington, DC

23


Appendix A:

Questionnaire

and Invitation to

Participate

Subject: 4-Minute Meetings

Survey and Results

Dear (Salutation):

The attached survey could improve the way you do business with

international destinations.

It will take you less than 5 minutes to complete these 12 questions.

But your comments will provide enormous assistance to meetings

professionals around the world. Please provide your opinions by

clicking on the following link.


The results of the survey will help us identify the type of

support you seek from international destinations. Perhaps their

collaboration could be more effective for you? We would like to

know. Your opinions will make a difference in how CVBs serve

your needs.

The survey’s findings will be presented on October 9th at IMEX

America in Las Vegas. Your responses will be kept anonymous

and confidential.

Thank you for your consideration of this request.

P.S. We will gladly send your choice of a $10 Starbucks or iTunes

gift card for your participation. We’ll also be pleased to share an

executive summary of the findings when reported in September.

Sincerely,

Alba Hotchkiss

Development Counsellors International

215 Park Avenue South, 10th Floor, New York, NY 10003

T 212 725 0707 F 212 725 2254

E alba.hotchkiss@aboutdci.com

www.aboutdci.com

2012 International

Meeting Planners Survey

1) Are you involved in evaluating or selecting destinations

for your organization’s meetings?

q Yes (Continue)

q No (Please forward this survey to the appropriate individual.)

2) What are the three leading sources of

information influencing your perceptions of an

international destination? (Choose up to 3)

q Articles in newspapers and magazines

q Business/personal travel

q Coverage on TV/radio

q Dialogue with industry peers

q Meetings with destination representatives

q Online sources

q Social media

q Word of mouth

q Other (please specify__________________________________)

2a) Which social media outlet do you use most frequently

for business?

q Blogs

q LinkedIn

q Facebook

q Twitter

q Industry online forums q YouTube

q Other (please specify__________________________________)

3) When evaluating international destinations for

meetings, which organizations do you rely upon the most?

(Select up to 2)

q International convention bureaus

q Destination hotels

q Destination management companies (DMCs)

q Meeting planning agencies (3rd party planners)

q Professional conference organizers (PCOs)

q Other (please specify__________________________________)

3a) Thinking about your interactions with international

convention bureaus, what do you do most frequently?

q Speak to and/or e-mail convention bureau staff

q Refer to the bureau’s printed materials

q Visit the convention bureau website

q Attend convention bureau hosted events

q Other (please specify__________________________________)

3b) What is the preferred method for an international

convention bureau representative to reach you to provide

information on their destination?

q E-mail

q In person visit at conference or expo

q Personal visit

q Phone call

q Other (please specify__________________________________)

4) What industry conferences and expos have you

attended in the last three years? (Choose all that apply)

q AIBTM

q ASAE Annual Meeting & Expo

q EIBTM Barcelona

q FICP Annual Conference & Education Forum

q IMEX America

q IMEX Frankfurt

q MPI World Education Conference

q PCMA Annual Meeting

q None

q Other (please specify__________________________________)

5) On a scale of 1-5, please rank the effectiveness of the

following marketing techniques as a means of influencing

meeting planners who may be considering new destinations:

24


Poor ¬ • ­¬ Excellent ¬

No

Opinion

1 2 3 4 5 6

Advertising m m m m m m

Destination newsletters m m m m m m

E-mails m m m m m m

Educational workshops m m m m m m

Hosted lunch or dinner m m m m m m

receptions

Articles in meetings m m m m m m

industry publications

Trade Shows m m m m m m

Webinars m m m m m m

5a) What type of destination advertising do you view as the

most effective?

q Online q Print q Radio q Television

5b) What format do you prefer for educational workshops?

q Single-destination workshops

q Multi-destination educational workshops

6) What travel industry publications do you read most

frequently? (Choose up to three)

q Association Meetings

q Associations Now

q Convene

q Corporate Meetings & Incentives

q Medical Meetings

q Meetings Focus International

q Meetings & Conventions

q Successful Meetings

q I don’t read travel industry publications

q Other (please specify__________________________________)

6a) Do you prefer reading travel industry publications

online or in hard copy?

q Online q Hard copy

7) On a scale of one (not important) to five (very

important), how would you rate the importance of

educational or “fam” trips on influencing your perception of

a destination?

q 1 (not important)

q 2

q 3

q 4

q 5 (very important)

7a) What is the best time of year for you to participate in

educational or “fam” trips?

q Fall q Winter q Spring q Summer

7b) On average, how many educational or “fam” trips do

you attend each year?__________________________________

7c) Do you prefer group or individual “fam” trips?

q Group q Individual

8) When thinking about North American meeting

destinations, which destinations do you view most

favorably? (Select up to 3)

9) When thinking about meeting destinations outside North

America, which destinations do you view most favorably?

10) When thinking about North American convention

bureaus that you’ve worked with in the past, which ones

do you feel are the most helpful?

11) When thinking about convention bureaus outside North

America that you’ve worked with in the past, which ones

do you feel are the most helpful?

For Association Meeting Planners:

12) Who makes the final decision on the destination for

your meetings?

q Board of Directors

q Executive Director

q Membership vote

q Survey of participants

q Other (please specify__________________________________)

For Corporate Meeting Planners and

Association Management Companies:

12) Who makes the final decision on the destination for

your clients’ meetings?

q AMC Executive Director

q AMC Account Executive

q Clients’ Board of Directors

q Clients’ Executive Director

q Association membership vote

q Survey of participants

q Other (please specify__________________________________)

Thank you for participating in this brief survey.

We will be delighted to send you a $10 Starbucks or a $10

iTunes Gift Card to express our gratitude for your valuable time.

Simply provide your contact information requested at the end of

the survey. Should you have any questions, please contact DCI’s

Director of Research, Robyn Domber at robyn.domber@aboutdci.

com. All responses will be kept anonymous and confidential. Click

“Next Page” to get started.

Name:___________________________________________________

Title:____________________________________________________

Company:________________________________________________

Mailing Address:__________________________________________

City, State, Postal Code:____________________________________

Please send me

q a $10 Starbucks Card

q a $10 iTunes Card

25


Appendix B: Most

Favorable Meeting

Location Rankings

Favorite International

Destinations

% of Responses

London 20.2%

Europe 12.9%

Barcelona 10.1%

Paris 10.1%

Italy 8.4%

Singapore 7.3%

United Kingdom 7.3%

Spain 6.7%

Hong Kong 6.2%

Rome 6.2%

France 5.6%

Vienna 5.6%

Australia 5.1%

Caribbean 5.1%

Mexico 5.1%

Asia 4.5%

Berlin 4.5%

Most Helpful

International CVBs

% of Responses

London 14.8%

Singapore 9.9%

Barcelona 6.3%

Amsterdam 5.6%

Vienna 5.6%

Dubai 4.9%

Germany 4.9%

Scotland 4.9%

Melbourne 4.2%

Berlin 3.5%

Glasgow 3.5%

Hong Kong 3.5%

Copenhagen 2.8%

Dublin 2.8%

Mexico 2.8%

Paris 2.8%

Favorite North American

Destinations

% of Responses

Chicago 20.8%

San Diego 18.5%

San Francisco 18.0%

Las Vegas 16.3%

NYC 14.0%

Florida 13.5%

Orlando 13.5%

Washington D.C 11.8%

California 10.7%

Vancouver 10.1%

Boston 9.6%

Miami 9.0%

New Orleans 6.7%

Arizona 6.2%

Phoenix 6.2%

Toronto 6.2%

Canada 5.6%

Dallas 5.1%

Montreal 5.1%

Hawaii 4.5%

Most Helpful North

American CVBs

% of Responses

San Diego 13.5%

Orlando 11.5%

Chicago 10.3%

Las Vegas 10.3%

Montreal 7.7%

Washington DC 7.7%

Miami 7.1%

Vancouver 7.1%

Los Angeles 6.4%

Scottsdale 6.4%

Boston 5.8%

New Orleans 5.1%

Toronto 5.1%

New York City 4.5%

San Francisco 4.5%

Baltimore 3.2%

Dallas 3.2%

Florida 3.2%

Phoenix 3.2%

San Antonio 3.2%

Seattle 3.2%

26


A Word About DCI

Development Counsellors International (DCI) is the leader in

marketing places. Since 1960, we have worked with more than 400 cities,

regions, states and countries, helping them attract both visitors and

investors. We specialize exclusively in all phases of tourism and economic

development marketing.

Our areas of expertise include:

“The best way

to predict the

future is to

create it.”

— Peter F. Drucker

• Meeting and Incentive Sales

• Travel Trade Marketing

• Editorial Placement/Media Relations

• Prospect Development/Qualification (PDQ)

• Economic Development Marketing

• Location Advisor Relationship Building

• Perception Studies (Media/Corporate

Executives)

• Talent Attraction

• Social/Digital Media

• Media Training

• Special Events

• Marketing Blueprints

• Website Development

• Crisis Communications

Headquartered in the media capital of the world, New York City, DCI has

worked with more tourism organizations than all other marketing agencies

in North America. The firm also has frequently formed alliances with local

advertising and marketing agencies to provide specialized tourism input.

In addition to Winning Strategies in Destination Marketing, DCI has conducted

its Winning Strategies in Economic Development Marketing survey

six times (1996, 1999, 2002, 2005, 2008, 2011). This survey of corporate

executives with site selection responsibilities identifies the “customer’s

perspective” on the most effective strategies and techniques in economic

development marketing.

Interested in learning more? We’d love to explore how we might assist your

destination marketing organization or convention bureau.

Karyl Leigh Barnes, Senior Vice President/Partner

Development Counsellors International

215 Park Avenue South, 10th Floor

New York, NY 10003

T 212-444-7123

E karyl.barnes@aboutdci.com

@aboutdci www.Facebook.com/AboutDCI

www.aboutdci.com

27


Development Counsellors International

215 Park Avenue South, 10 th Floor

New York, NY 10003

Phone: 212-725-0707

Fax: 212-725-2254

www.aboutdci.com

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