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9 Things to Do After IPW to Increase ROI

9 Things to Do After IPW to Increase ROI

IPW has just ended or you’re headed home from another tourism trade show – now what? Back at the office, it’s important to remember – the trade show efforts are not over. The days after are often the most critical for keeping the momentum going and to help generate ROI. As you heard others say at the show “It’s all about the follow up.”

Here are the easy things to do after US Travel Association’s IPW – that’ll make a major difference in your ability to attract more tourists, tour operators, group visits and big accounts.

Creating Great Stories That Sell Destinations

Creating Great Stories That Sell Destinations

Want to be a great tourism marketer? Learn to tell great stories…

The speaker had the stage for less than 10 minutes. In that short period of time, she inspired thousands of people to take a tour of her hometown. She didn't use any slideshow, fancy video or exciting sales pitch. She simply told an incredible story.

Stories are remarkable tools that bring meaning to a place, a time, a people, building an unforgettable experience. Stories can inspire, captivate and engage new audiences while dispelling preconceived notions and creating newfound interest.

So what makes a great story?…

5 Ways to Make the Most of a Tight Marketing Budget

5 Ways to Make the Most of a Tight Marketing Budget

It's going to happen. At some point your boss is going to look at you and say, "we need to cut the budget." So what are you going to do?

There are plenty of ways to generate interest in your product even if you don't have a lot money at your disposal. If you are dealing with limited marketing dollars, take a look at these 5 ways to make the most of a small marketing budget. 

3 Ways to Benefit from Strategic Partnerships

3 Ways to Benefit from Strategic Partnerships

It's no secret, strategic partnerships are the key to helping a small and medium sized business succeed in a saturated marketplace. In my work with destination marketers, attractions, restaurants and hoteliers around the world, I make a point of telling each to work on strengthening their local partnerships. Here's why..

How to be an expert (and Spot One if You're Not)

How to be an expert (and Spot One if You're Not)

Recent long flights have given me some time to think about what makes someone an "expert" in their field?

This question first came to mind when I was invited to speak at a conference for shopping center and destination marketers. I realized that I've become someone that others look to, an expert, when they need more information on the professional travel marketplace.

When did this happen? I didn't study tourism in school, I hate shopping and I never even took a class on destination marketing; in fact, I never knew this field existed when I entered the work place. That all changed for me when I accepted a sales position for a well-recognized restaurant concept that has several locations in areas where tourists love to gather. 

Thinking about how I became a "go-to" person on this topic has made me think about how anyone becomes a person to call when others need help, about how people become experts in their field. It isn't as simple as learning everything there is to know about a topic and printing up business cards. We all know someone who thinks they've learned everything there may be to know about a subject and can't find their way out of a wet paper bag - you have my permission to call these folks "educated idiots."

So... What is an expert?