We agree with the key assertion in the Cluetrain Manifesto: “Markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking.” DMOs need to join the conversation as an enriching participant rather than as a controlling broadcaster of offers and sales pitches.
For DMOs, transforming from a broadcaster to an engaging conversationalist in order to build business events performance is not easy. But it is now essential to build high performance customer relationships in an intensely global business events marketplace. Determining the strategic mix of message, marketing tactic and performance measurement is a complex exercise requiring participation from all stakeholders.
Through a co-creation process (THE TRANSFORMATIONAL ROADMAP) FULCRUM brings DMO leaders, their stakeholders and their clients together to build a content and marketplace engagement strategy that will improve the destination’s business events sales and marketing performance.