I want to start a discussion this month on RFPs and in my view, how the system is broken in many ways. OK, I know this is going to be controversial but I still want to get a conversation started. I hope that I get feedback on this and that we can open a dialog that will share information and help make the process better. For the past 18 years we have been a digital marketing and advertising company we have responded to RFPs. Some of them are very well written and some simply cause more questions than clarity. Lately, however, we see a trend in destinations sending out RFPs that seem to look exactly alike. Its almost like there is a “template” RFP out there that has the same programs, same parameters, same goals. The trouble with this is that no destination is like another and each has a unique set of problems and budget constraints. To treat them all as “cookie cutter” programs is just not the right way to go about it. In my opinion RFPs by their nature don’t address the real issue, which is program improvement based on analysis and clear cut objectives. When we have won RFPs we were able to dig into the web program and get good data and analytics in order to set up clear program recommendations and define goals. We were happy, the client was happy and we keep that client year over year for many years. When we lost an RFP it was always about budget, but many times it was that we believed the organization would get much more uplift from different programs than what they were asking for in the RFP. We would have been able to meet budget requirements AND show increase to meet goals they had, but there was no discussion before the RFP was sent out. Interesting to note that almost 50% of the time when we don’t win a contract through RFP the organization contacts us a year or so later and wants to hire us. (that’s how we know we could meet those goals with different programs and same budget) What I am trying to say is the RFP process is broken. I know DMOs need to go out for RFP and that makes sense in some instances. If you are not getting results year over year or if your current company cannot provide the service levels or the knowledge to keep your organization moving forward and keep you happy. But there should be a better way to go about this process where the organization gets great insight about the options they have and they can still satisfy any mandate about RFP process. Think about the fact that probably 6 staff people in a digital agency touch your account every day. Multiply the salaries of those people, add the results you have received and that really is your return on investment. You did not have to employ those people, pay the 20% plus benefits, manage them and most importantly keep them educated and going to conferences on each and every specific digital subject matter. You have the subject matter experts working for you but don’t have the salary load or management cost. The cost of delivering a really solid program to DMOs is not cheap. RFPs don’t elaborate on how much the internal DMO team will contribute or can contribute. Again, I am hoping that there will be a dialog started about the RFP process and how we can improve it by working together. I would like to hear from any of you and get your feedback, from vendors or organizations. Let’s make this process better for all. Happy Holidays! Leah Woolford Founder and Chairman of USDM.net lwoolford@usdm.net

 

So the blog stayed up way too long, but I did get many responses from DMOs and hotels letting me know that they indeed were revolutionary in their online approaches. The most interesting comments I received were from DMOs and hotels who believe that they are revolutionary by converting their total advertising and marketing budgets to Interactive, then portioning off some of that budget for offline tactics. I admit that this is a change agent that is not often discussed.

 

When an organization follows the research and data it is an important step in breaking old rules. We know that since 911 marketing and advertising plans have been changed forever… it taught us to operate with a marketing strategy and 90 day plans, plans based on research and data. We had to move quickly to lay the path for successful returns and we learned to stay nimble. Now the consumer in an uncertain mindset about spending it is even more important that we all remember to stay nimble and follow the research.

 

Kudos to those of you who are brave enough to lead with interactive and let the consumer behavior guide your strategy.

 

Till next time,

Leah

 

The Importance of the Internet to Destinatoin Marketing Organizations, Hotels, Airlines and others in the travel industry is proven. Current research strongly underscores the impact and importance of the internet as the dominant marketing and sales channel for travel.  The internet, and now combined with today’s mobile technology, has dramatically changed the speed, timing and scope of consumer and planner expectations, information exchange and marketing strategies. It has changed the travel business strategy more than any other single occurrence in the past 50 years.

 

The speed of life in the digital world is accelerating, and in order to remain competitive, and relevant, destination marketing organizations and travel suppliers must continue to adapt. But is adaptation enough? In the last 90 days, speaking at major conferences from New York to Europe, USDM.net has presented key insights for not just adapting, but for DMOs and their destination stakeholders to take the lead online. We are calling these leading organizations Revolutionary DMOs.

 

To varying degrees, DMOs perceive an increasingly noisy, confusing, and evolving marketplace – one in which their roles are less and less uniquely defined and less willingly acknowledged. USDM.net believes there is an opportunity for DMOs to go far beyond the relevancy issue and take the lead using web assets that a Revolutionary DMO has in their arsenal. The Revolutionary DMO takes the lead by:

1. Controlling and monetizing destination content assets: web sites and micro sites, eNewsletters and other eCRM, mobile and SMS assets, online advertising channels and social marketing and media assets
2. Building Consumer Engagement™ with all audiences and using social media and the “new public relations” strategy; realizing that the old way to engage public relations is dead
3. Realizing that advertising as we have known it is dead; developing a new strategy for leading with digital and integrating offline for a comprehensive program

We have some compelling information that we would like to share with you if you are interested. Others in our audiences have given us some great feedback and we feel a groundswell of excitement about 2010. If you want to know more email me.

 

till next time,

warm holiday wishes for you and your families...

 

Leah

lwoolford@usdm.net