Bill Geist's Zeitgeist

But...That Would Be Stealing

Earlier this week, while working with Maura Gast and the Irving CVB, I met a Gideon. You know, the guys that place Bibles in Hotel Rooms. The same Bible that Rocky Raccoon found in his room.

I asked how many walk away each year. He estimated that it was about 20%. That's a lot of Bibles.

And it got me to thinking. While I'm sure the Gideons are pleased that their Bibles touched hotel guests enough to cause them to take them with them upon check-out, doesn't one of the Commandments in that book say that such an action is, well, wrong?

Restoring the "Primacy" of a Brand

Destination Branding, once the darling of DMOs and consultancies around the world, is beginning to be revealed to be what it always was...a fad.

That's probably because a number of snake-oil salesmen got into the business of promising the moon to needy communities and producing fancy slogans instead of the promised "brand." Now, many DMO pros are running for the exits.

Brands can not be "created." They can only be mined from the minds of the consumers that have already decided what your destination represents. We cannot tell the consumer what we are. They will decide...and it's up to us to channel their appreciation of our destination into the minds of others.

Here's a great piece from Brandchannel that disects New York's recent RFP to "restore the primacy" of the "I Love New York" brand. Which, of course, started out as a slogan, as did "Virginia is for Lovers."

So why my criticism of slogans parading as brands? Because slogans that can be used in virtually any destination will never become brands. The New York and Virginia brands are unique because they identify the locale and the emotion one can expect in a way that most slogans could never attempt.

Another TV Coup

If you're like those of us that have not selected the "auto-pilot" setting for our lives, you try to catch John Stewart and Stephen Colbert for your daily fix of reality.

Well, Colbert has just earned a spot as a Saginaw County (MI) tourism booster...and with it a lifetime pass for a trail system that's free to the public.

Colbert has had an on-air running obsession with Saginaw's minor league hockey team (the Spirit) after the team named its mascot Steagle Colbeagle the Eagle. Since then, demand for the Ontario Hockey League team's paraphernalia has exploded.

Along with the pass to walk the trails, Colbert has also been awarded an honorary seat on the Saginaw CVB Board. Let me know if he weighs in on next year's budget.

As the World Turns to Branson

Even as viewership is down, television can have a huge impact on the way consumers perceive a product. Especially when you can get product placement on a must-see program.

And, while not on the level of 24 or CSI, the venerable As the World Turns has a die-hard audience that tapes, TiVos or watches the program live every day. And Branson just scored a week's worth of episodes filmed in their destination (story here).

The cost: Just $36,000 to fly CBS executives, cast and crew to town for 5-8 episodes this summer. Let's see how many levels this works on:

1) Millions of Branson's target demo watch the show every day.

2) The filming will occur during the summer season, giving fans a reason to travel to Branson.

3) If they're smart, the DMO and hotels will develop high priced packages that include VIP access to the set.

4) Well, you get the idea. This works.

Congratulations to Branson for pulling this off. It may not be prime time...but it's right where they want to be.

It's a Alternate Universe

As the United States makes it tougher for everyone to come and go, our two biggest Cold War-era enemies are making it easier, at least between each other.

As Spock would have said, "Fascinating."

A New Performance Measure?

Devoured a new book on an old-topic on my flight to Lansing last week (and thanks to Lee Hladki and his Board and Staff for their hospitality).

The book is "Word of Mouth Marketing" by Andy Sernovitz...and even Andy is somewhat self-depricating within the pages of the book regarding the fact that this isn't really new ground. But, it's incredibly important ground...as the traditional marketing systems disintegrate around us.

Obviously, if I could polish this book off in two hops to Lansing, it's a quick read. But, don't mistake that for "not worth the price." It is. As Andy promises, I can't imagine anyone not being able to utilize at least a few of the ideas tomorrow to increase their WOM.

And, here's the opportunity I gleaned for DMOs: We measure lots of stuff. Mostly the measures developed by DMAI. I'm on record as saying that these are fabulous...but that I think they need to go further.

Andy advocates a completely new way of analyzing ROI by taking all those soft word of mouth measures you probably didn't know what to do with and combine them into one WOM measure. Then, have somebody on staff begin to proactively work the web to see what people are saying about you (because they are). Thank those that talk you up...and interact with those that are trashing you.

Because, if you don't, your image (and that "brand" you're working so hard on) will begin to take on water.

Get the book...consider the opportunities.

Hungry in Rochester

Yesterday, I mentioned that Ed Hall (Greater Rochester Visitors Association) and I shared war stories, bad rumors and philosophical what-ifs the other night over dinner. I was remiss in not telling you where.

Don't get me wrong. Rochester has a vibrant culinary culture going on. But you want a great steak, cool ambiance and fabulous service? It's Mario's Italian Steakhouse.

Try the Delmonico cut topped with gorgonzola. For an appetizer, the fried calamari is prepared perfectly.

Already looking forward to my next visit....

Stories of the Past

Too often, my schedule is one in which I don't get to spend quality personal time with my friends in the DMO industry. Oh, we usually have dinner together the night prior to whatever I'm doing for them...but the conversation usually is centered on what the destination or organization is presently facing or needs. Then, after the event, I'm back on a plane.

The other night, I had the rare (and so enjoyable) opportunity to spend a relaxed dinner with the Greater Rochester (NY) Visitors Association's Ed Hall. Since I had done some work for Ed in January and the Board meeting that I would be facilitating wasn't scheduled until noon the next day, we agreed we could strategize in the morning. And, that left the evening free to just talk.

Or, in my case, listen. Ed is a masterful story-teller...with simply marvelous stories of both his incredible world-travels as well as the pre-DC office era of IACVB. His insights into the days of Destination Marketing prior to my arrival in the industry in 1987 were fascinating. I told him that he must write a book (the stories were that good). He replied that it would be so juicy that it would have to be published posthumously. :)

I can't believe that it has taken me this long to get to know this guy. And, if you don't yet, do yourself a favor and introduce yourself during one of the receptions or networking functions at any one of the industry events he attends each year. Ed Hall is a rare treasure.

The Value of DMOs

A flurry of posts (well, OK, two...but they were both posted within a few hours yesterday) from two of my favorite destination marketing bloggers, reinforcing that the value paradigm is rapidly shape shifting for DMOs.

Here they are, from Jens Thraenhart and Joe Buhler.

Can you say disintermediation?

I bet you'll learn.

Too Creepy for Me

Leave it to the folks at Iconoculture to unearth this one: an interactive urinal communicator from Wizmark that launches audio messages when the motion sensor is triggered.

New Mexico has apparently installed 500 around the state's watering holes to remind guys that they may want to slow down or have somebody else drive.

As only Iconoculture can do...they muse whether future iterations would be able to tailor the message based on the alcohol level of the, er, deposit.

While that would be way cool ("OK, sport...you can have just one more and that's it"), I can't get past the fact that a lot of guys will start looking around when this feature starts talking to them. And for the ones that have been overserved, that means wizzing all over the walls, floors and fellow patrons as they (like trying to locate a pesky fly) jerk around, trying to identify where that all-knowing voice is coming from.