Among the goals of a good conference agenda is introducing attendees to a variety of ideas and perspectives. At the recent VA-1 Virginia Tourism Summit, two sessions, which took place back-to-back, really got me thinking about a valuable lesson for tourism marketers. Unfortunately, the second session missed the opportunity to amplify an important point from the earlier one.

The session was about making an impact on a small budget. It drew a larger than expected crowd. Everyone wants to know this secret. Of course, there are differing opinions on what exactly constitutes a small budget. The session leaders wanted to spend the time addressing some key topics, like: How to measure ROI of a digital campaign; how to maximize your cable TV ad buy, and others. All good questions and their suggestions were valid. Here’s the BIG point that I think was omitted. Everyone in the room needed to hear this: The best way to make the greatest impact with a small budget it to never compromise on the quality of the creative work.

The speakers went on to discuss measuring campaign results by engagements and click rates. If the clicks are sub-par compared to industry benchmarks work with the provider on different placement and targeting, they suggested. Well, maybe no one is clicking on it because it’s a lame ad. Maybe no one is responding to the print and broadcast ads because they’re not enticing. Maybe the average time spent on your website is low because the design is bad and the messaging is weak. I recognize that it is an age-old dilemma that smaller destinations have to compete with larger ones that have more marketing money. That is precisely why smaller destinations need creative messaging that is equally as good. Increasing the volume of bad advertising is not the answer regardless of what kind of deal you've negotiated with the media outlets.

The irony of the back-to-back sessions is that the first one was a fascinating inside look at the story of one of the greatest tourism branding and marketing campaigns of all time: Pure Michigan. The campaign not only increased visitation, it totally changed how people view the state of Michigan. Every destination needs to think about how to accomplish similar results on an appropriate scale.


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