Bill Geist's Zeitgeist

Going Vertical

As TikTok continues to be attacked in some quarters over privacy and security concerns, there's one thing that can't be ignored. It has re-oriented video content from horizontal to vertical .

On Monday, our friends Dave Serino and Brian Matson of TwoSix Digital posted a video in which they discuss best practices for DMOs in utilizing vertical content on TikTok, Reels and Shorts with Nick and Andy Behling from MI Playground. If you've yet to take the plunge or are unsure of your first steps in Vertical Media, this video is a must.

While timing in at 57 minutes might be off-putting for some, the conversation gets really good at the 36:30 mark. But trust me, if you jump ahead, you'll likely go back to the beginning to see what you missed.

As the video does not feature visual examples, you could listen to the whole thing on your commute or workout, just as you would a podcast like DMOU (which, sorry for the delay...we had some issues with our platform provider and just posted our newest episode with Vail Ross yesterday).

Thanks TwoSix. Always leading us forward.

Keep, Cut and Add

In last week's edition of the Z-News (you can subscribe here), we talked about some of the Scared Cows of Destination Marketing that are being eyed by some in the aftermath of the Plague. In our commentary, we cautioned that some of those tried-and-true strategies may still have some life in them.

Our friend (and former guest on DMOU), Savannah's Joe Marinelli, reached out to say they've been printing 500,000 Visitors Guides each year for over a decade and go through virtually every one by year's end because demand is so strong. They've just opened their fifth Visitor Center and have found great success (and foot traffic) in selling Savannah food and merchandise. And, as to the website, Joe says they'd never compete in the marketplace without one.

Are any of those sacred cows still on your extinction list?

DMOs as Storytellers

Last week, I was on a Zoom call with a DMO Board as we snugged up their updated Strategic Plan. And it was, to be sure, a one-off comment from one of the Board members...but it struck a nerve with me.

"Newspapers used to tell the story of our communities," they said. "They don't anymore...they just shine a light on our warts."

True 'dat. As newspapers fight for survival in the digital age, they have increasingly moved to covering the negative stories to score more clicks. The celebratory stories of community pride are sadly fewer and fewer in number.

Which got me to thinking. Destination Marketing Organizations, more than any other community agency, are in the "good news" business. And, in a time that we all need good news, is this a role that DMOs are designed to play in the months and years ahead?

A few years ago, we were working with a DMO that had a toxic relationship with its local paper. One of its reporters broke ranks and shared that their management was routinely killing good news stories to focus on bad news clicks. She offered to head up a good news digital paper to balance the community conversation. 

It never happened...but the concept has stuck with me. Does it resonate with you?

Serendipitous Crossings on the Way to Baltimore

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.

The Nod From the NFL

Customer Service is nothing new...but when we experience stellar service, we notice. Right?

That's what I felt over the weekend when I thought about the NFL Draft. I mean, that's all I've been hearing about on Sports Radio for the past two months. When the hell is it, I asked myself. And then, I asked the internet and was taken to a page that said it starts Thursday. And, for more information, I was directed to visit the website of Destination Cleveland. And, that made me smile.

It shouldn't have. That link should be expected. DMOs in pro sports towns have been working with their franchises for years. But yet, it still did...and Destination Cleveland didn't disappoint, as they've transitioned their home page to NFL Draft HQ.

And again, I smiled. 

It's $17.99

Word out of Lorain County OH is that officials there failed to renew the URL for their DMO...and it now directs visitors to a gaming website in Indonesia. Amid the finger pointing going on, one County official said that the lost URL is a moot point because they want all their websites to be .gov, because that's the way the public knows that a site is a legitimate government website.

Excuse me? A legitimate government website is the last place I'd go for travel inspiration and information. 

But, here's the learning moment (which we've touched on several times before). When a DMO (or really, any enterprise) decides to move on from one URL to a better URL, you must keep renewing (and owning) the old URL...forever. Every destination has visitors that have learned or love a past URL (we were fans of the no longer used nawlins.com). But, New Orleans & Company was smart enough to know that, while the old URL didn't produce the traffic they had expected, they needed to retain the URL and have it redirect to neworleans.com. Once you acquire a URL...you hafta continue to own it til the day you die...or face the consequence of having it snatched up by someone else.

What happened to Lorain County isn't the worst we've seen. That would be DMOs that have dropped old URLs only to have them picked up by porn sites. But honestly, walking away from a URL is never a good idea...even if you know you'll never use it again.

Do you know the renewal date for yours?

Be a Midwesterner for a Day

Over 20 years ago, a couple Midwest DMO CEOs, miffed that the then-IACVB Annual Convention was going to be held in Hong Kong (like they'd be able to defend that expense to their Board or community), decided to stage their own DMO-centric conference in the Heartland that year for the rest of us. And, it was so well received that the conference continues to this day.

Like with most events, the 'VID caused last year's Upper Midwest CVB Fall Conference to cancel...but, they'll be back this September in Des Moines. To whet attendees' appetites for the Des Moines event, UMCVB is hosting a virtual half-day Spring Summit next Thursday, April 8th.

I'm honored to keynote the event...but, check out this line-up: Rockford's John Groh and Martesha Brown, CFO by Design's Julie Hart, Visit Tulsa's Ashleigh Bachert, Branson's Greyson Miller & Rachel Wood and closing out with Destinations International's Jack Johnson. All packed into three and a half hours.

Oh yeah...did I mention that registration is free? 

Join us.

 

The Chef as The Story

If you've yet to catch an episode of the new CNN travelogue series Stanley Tucci: Searching for Italy, treat yourself. Beautifully shot, the series explores the variations in cuisine, traditions and preparations throughout the country.

Just as beautifully shot (and no less culinarily compelling), is a new online series we recently stumbled upon from our friends at VisitNorfolk.  City with Bite is a semi-weekly video series featuring local food and culture icon Nomarama as your host with a stated mission to try all 600 of Norfolk's independent restaurants. And, with 4 episodes already online and streaming, we're so planning our next visit to the city!

Click on the slightly irreverent trailer and I dare you not to watch all four episodes.

Congratulations to Kurt Krause and the crew at VisitNorfolk. Sensationally played!

Death to Zoom Happy Hours?

It was a year ago that Zoom Happy Hours had their genesis...and we craved those early times to share our shifting realities and raise a glass with friends and associates in a hope that it would all go away by Easter.

Remember how much we looked forward to those meet-ups?

Today...sigh. Another one? Really? Many of us would rather sort our socks.

To be sure, there aren't nearly as many Zoom Happy Hours as last Spring, when we so needed the camaraderie and support. But, they still happen and a lot of people are done, according to this study from Australia.

It's one thing for friends to Zoom voluntarily...but required Happy Hours to build team culture appear to be over.

Something to consider...

10,000

When we relaunched DMOU (Destination Marketing Organization University) as a podcast in the Summer of 2019, I'm not sure we had a goal in mind...other than to share compelling stories from people in and around the Destination Marketing space. It's what we love to do; shining a light on people who are making a difference.

But, waking up this morning to the fact that, overnight, DMOU passed the 10,000 download mark? That's cause for humble celebration.

Thanks to the over 50 guests over the past year and a half that have taken time out of often brutal schedules to share their truths. You inspire us...and we're thrilled to give your voices wings. And, to those that have powered the downloads, thanks for valuing what we've created.

And, if you've yet to listen, the entire library of conversations is available here, as well as on Apple Podcasts, Spotify and other audio platforms...including our latest episode with Visit Alexandria's Patricia Washington.

Here's to 20,000!