Earlier this month, we were honored to speak with Tourism Diversity Matters CEO Greg DeShields on the DMOU podcast...and that episode dropped earlier this week. Greg shares the organization's genesis story, the past year's successes (including his stellar work with the Greater Lansing MI CVB and Julie Pingston, a past DMOU guest) and where TDM is headed this year.
Check it out...and then, if it's right for your destination, give 'em a call.
The 45-year evolution of Victoria's Secret has been fascinating, if not inexorably slow.
Starting out as an ultra-sexy competitor to FBS, in an otherwise world of sensationally boring bras (outside the then over the top Frederick's of Hollywood), Vicki's was the bomb. Over time, as they courted the teen market, the brand became muddled. Is it Pink...or is it the nationally televised Angels runway events? And, let's think about that for a moment. A network event that showcased stunning models in underwear on a runway?
Victoria's Secret became a "whatever" brand and opened the door for countless online plays to recapture Vicki's initial persona of sexy.
This week, we welcome the new Victoria's Secret. Terri received a mailer last week that was sensationally diverse. Not in the style of the product...but in the bodies it covered. Big. Skinny. Black. White. Brown. Young. Old. And, on crutches.
And with Down Syndrome.
If this isn't just a fleeting moment of consciousness, Victoria's Secret has reclaimed relevance in a simply sensational fashion.
Welcome back.
For Destination Marketing Organizations, the heritage side of our product line is often a challenge. Museums and heritage sites are decreasingly valued by the consumers we court...and yet, we know that the compelling stories these assets tell differentiate us from other communities and celebrate our history and diversity. Adding on to this conundrum are often site managers that press DMOs to do more to promote these assets, as their livelihood depends on visitation.
In our recent work with a destination, we interviewed a museum director (among scores of stakeholders) to determine his view on the efficacy of his DMO. Initially, he shrugged off the question, saying that destination marketing wasn't going to be the key to his future success. This museum, he said, isn't enough of a magnet to draw visitors to town.
And then, he nailed what he really needed. "I need people in this community to have enough pride of place that they invite their friends and relatives for a visit," he said. "Because if their friends and relatives come for a visit, their host will bring them to the museum."
Breathtakingly brilliant.
And, another reason why a DMO's work often starts at home...and not 50 miles away.
In our work with Destination Marketing Organizations across the nation since that first glimmer of comeback hope over a year ago, there has been one word on virtually everybody's lips: Workforce.
Or, more accurately, the severe, debilitating lack of it. And, a hundred different ways we've pondered how to emerge on the other side full-staffed. But, the problem is so monumental and pervasive...where to start?
Alabama announced a bold plan last week at their annual Conference on Tourism: $1 million to prepare the next generation of hospitality professionals. The program will allow students to train online through the State's 24-campus two-year college system, making the program accessible to virtually all citizens 16 and older, according to State Tourism Director Lee Sentell.
Bravo 'Bama. Looking forward to your lead!
Day 4...how you doin'?
Recent research commissioned by West Virginia Tourism indicates that roughly half of New Year's Resolutions fail. But, there is much more behind that figure than meets the idea.
We had the chance to talk with West Virginia's Chelsea Ruby just before the holidays and she shared some amazing insights on the latest DMOU podcast. Join us.
Just back from Destinations International's live, in person Annual Convention in Baltimore. Over 800 gathered last week in the Charm City...and suffice to say, it was good to be back. And, Al Hutchinson and his team at Visit Baltimore were the consummate hosts.
We'll do a recap of our take-aways in the Z-News later this week. In the meantime, we roamed the halls and meeting rooms asking DMO pros what they did differently during COVID that they will keep post-pandemic. And, you can hear those conversations in the latest episode of the DMOU Podcast.
Enjoy.
Last week, the DMOproz sphere and the Simpleview universe criss-crossed as Searchwide Global's Mike Gamble and I were guests on Simpleview's The Future of Tourism podcast, hosted by the inimitable David Peacock. At the same time, we dropped our conversation with Shimo on the DMOU podcast, discussing Simpleview's sensational upgrades to the MINT+ database of meetings, conventions and events.
And then, there was this: Simpleview's State of SEO Report, chock full of fascinating morsels like 45% of all DMOs are using "Visit" in their URLs ("Experience" is the next most common...under 5%). Or, that the top spot in search doesn't necessarily translate into the most click-throughs. Or that more DMO searches occur through Safari than any other browser (really). It's like an MBA on SEO.
Good stuff all. And, all free for the inquisitive.
Honored to be interviewed (along with my friend Mike Gamble of SearchWide Global and Tourism Diversity Matters) by David Peacock on Simpleview's Future of Tourism podcast.
You can find the video here
You can listen to the audio here.
It's an important conversation on the importance of Diversity, Equity and Inclusion in Destination Marketing.
Thanks David, for the opportunity and for all you do for our sector.
Authentic. It's the word we often hear when Destination Marketers attempt to develop messaging for consumers. But when reaching out to a market that doesn't look or live like you, achieving authentic is often elusive. Last month, HospitableMe's Billy Kolber and Kenny Porpora joined me on the DMOU Podcast to break down how DMO pros should approach the LGBTQ+ market. From working with the local community to determine whether your destination is ready to designing and executing authentic messaging, this is a conversation you won't want to miss. Plus, they revealed details on their new Master Class, with a discount for DMOU listeners that expires at midnight tonight.
Check it out!
On the DMOU podcast, we've talked with DMO CEOs about creating sensational culture within their organizations. Pre-Plague, Anchorage's Julie Saupe said that she didn't want to risk her culture by allowing remote work. Sounds quaint now...but it made tons of sense then.
South Shore's Spero Batistatos built culture by creating a daycare in his office for staff with newborns. And, mid-Plague, Fired Up's Tammy Blount shared her thoughts on maintaining culture through a crisis.
Friends...it's about to get a whole lot tougher. Slack recently surveyed 10,000 knowledge workers...and the numbers are scary (tip of the hat to Fortune's CEO Daily for these chilling stats:
—76% of those surveyed want flexibility on where they work.
—93% want flexibility on when they work.
—56% are open to new job opportunities that may provide them more flexibility.
—21% are likely to jump ship in order to get that flexibility.
—Flexibility is second only to compensation in the factors leading people to change jobs.
—Black, Hispanic and Asian-American workers are more desirous of flexibility, and far more open to changing jobs to achieve it.
And, as most non-profit DMOs pay below private sector market rate and we, as a sector, are desperate to diversify our offices, this isn't good news.
But, as DMOs did last Spring, we'll figure a path through this new reality.
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