Episode 162:

With a talent for creating special events that blossomed while working for my dad’s car stereo shop, I got my start in marketing at Frontier Field in Rochester and I began serving as the executive director of the internationally known Lilac Festival. Later on, I headed the Canandaigua, New York Business Improvement District while also performing projects for the tourism promotion agency Visit Rochester.

In 2009, I founded Break the Ice Media, with more than 20 years of experience in tourism marketing. I now host “Destination on the Left”, a highly successful tourism marketing podcast.

As a business owner, I know what it takes to be successful. I founded BTI to help businesses tell their brand story through public relations, digital and traditional channels. I have the ability to uncover unique marketing opportunities and develop marketing and public relations initiatives that help clients build long-term success.

In this solocast episode of Destination on the Left, we look at the highlights from day two of our Destination on the Left Virtual Summit.

What You Will Learn in This Episode:

  • The highlights from day two of the Destination on the Left Virtual Summit
  • How you can use live video and video to increase exposure and attendance at events and destinations
  • How to improve your communication strategy through demographic research
  • How to employ traditional branding tactics as a DMO
  • Why DMOs can benefit from the dramatic change in Chinese travel trends
  • How you can leverage influencer marketing to generate awareness and drive visitation at their destinations

Destination on the Left Virtual Summit: Day 2

On day one of the virtual summit, we were graced with some amazing speakers. If you missed our recap of their presentations and want to revisit them, make sure to check out “Destination on the Left Virtual Summit Recap: Day 1, with Nicole Mahoney.”

This episode will follow suit with a recap of day two and all of the fabulous presentations that came with it. We dive into the talking points presented by marketing gurus Reagan Burns, Susan Baier, Matt Stiker, Humphrey Ho, and Stacy Jones. We cover a wide variety of topics based on current industry trends and marketing best practices, including:

Using Live Videos at Events and Tourism Destinations: Reagan Burns of Lime Creative provided valuable insights into creating live video, and explained how video can increase exposure and attendance at events and destinations.

Going Beyond Demographics and Finding the Visitors’ ‘Why?’: Susan Baier of Audience Audit shares a new perspective on targeting. She explore how destinations can move beyond the typical demographic categorization of audiences and market in a way that answers the visitor’s question of “why”.

What Destination Marketers Can Learn From Non-Destination Marketers: Matt Stiker of Garrand Moehlenkamp looks at destination marketing through a wide-angle lens and discusses the fundamental components of powerful branding.

Changing Chinese Traveler and Travel Trends: Humphrey Ho of Hylink Digital discusses the shift from group travel to FIT (free, independent travelers) and how smaller destinations can take advantage of prospective Chinese visitors doing their own research online.

Using Pop Culture to Market Your Brand: Stacy Jones of Hollywood Branded talks about how destination marketers can use celebrities and influencers to generate awareness and drive visitation at their destinations.

If you weren’t able to take part in the amazing Destination on the Left Virtual Summit, don’t fret! You can still watch all of the presentations on our website. Just purchase an all-access pass by visiting www.destinationontheleft.com/summit and enjoy! Otherwise, keep an eye out for an upcoming announcement for our next summit in Spring 2020. We hope you can join us.

Resources:

Episode Transcript

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