‘Doing more with less’ is heard far too often – no matter which industry you’re in. As tourism budgets get squeezed and stakeholder expectations rise, marketers and DMOs find themselves being pushed to rethink their strategies in order to continue delivering growth. The issue goes beyond trying to achieve more with fewer resources and extends to securing support from decision-makers to gain greater investment.
This topic was the focus of a panel involving several European DMO and CVB executives at a recent Pathfinders event hosted by Destinations International. MMGY is a founding partner of the Pathfinder Programme, which aims to deepen engagement with European DMOs, and MMGY Global’s Marketing & Communications Manager for EMEA Keon Dadgostar moderated the panel. After sharing and listening to each others’ concerns, panellists discussed proven tactics to tackle this particular challenge, which we’d like to pass along.
Showcase the Wins to Get More
You are your own best cheerleader. In situations when you simply need more to do more, there’s no better way to convince stakeholders that more budget is required than to make them fully aware of what you’ve already achieved with what you’ve been allocated.
Educating decision-makers and advocating for what you really need will lift up the true value of your work. By clearly and concisely explaining how your marketing efforts have driven economic impact and strengthened communities, you will ensure that stakeholders don’t just see the value of tourism but that they become advocates of it.
Focusing on the long-term value rather than the short-term costs produces a compelling case for additional budget. It also builds trust and instils confidence – which will come in handy when having similar conversations in the future.
Follow the Data to Accomplish More
Data is a tremendously powerful tool when wielded correctly. Fully understanding traveller behaviours and market trends and conditions will provide the insights you need to actually do more with less.
Using the right data to understand your audience means your campaign messaging can find them where they are and when they’re most likely to be looking for holiday inspiration. You’ll also find that data-backed strategies are smarter and more efficient, and the same data-centric approach can help you allocate limited resources where they can have the greatest impact.
For instance, understanding visitor preferences enables you to fine-tune your media strategy to reach audiences on the channels that will drive the most conversions rather than throwing funds after splashy but less effective channels. And predictive analytics can signal seasonal trends, helping you to be more prepared for change and to make good use of your budget.
Communication Is Key to Either Aim
Whether it’s internally within the team or externally with partners and stakeholders, it’s essential that everyone is aligned. When resources are limited, it’s crucial to have clear objectives and expectations. Regular team meetings to track campaign progress facilitates greater flexibility and provides the opportunity to make strategic adjustments as needed – all towards the aim of delivering better results.
These meetings also build trust between teammates and bring everyone together. If a partner or stakeholder is involved in the meetings and made to feel that they are a part of the journey, it becomes easier to make the case for more marketing funds.
Overcoming the issue of ‘doing more with less’ means shifting our mindset to focus more on what we actually have available to us. Showcasing our wins, communicating clearly, using data effectively and collaborating with stakeholders goes a long way towards being able to deliver amazing results with our current resources – or towards getting a bigger budget approved.
