Olga Navarro is a Site International Board Member and Sales Director of ITB dmc, one of the leading Destination Management Companies in Spain for the motivational events and incentive travel market. Their creative and innovative use of on-line video to promote the company has helped to establish ITB as the number one DMC choice for many major European and American companies. Site Source asked Olga to preview some of the insights she will share during her presentation, “New Technologies Applied to Sales: Market Yourself, Your Company or Your Destination Right,” on Smart Monday, 8 October 2012 at IMEX America in Las Vegas.
Why did ITB decide to publish a video newsletter versus more traditional print media?
We want to maximize the few seconds of attention you can possibly get nowadays when reaching out to clients with a sales/marketing campaign. With our videos we simultaneously showcase our destination, our knowledge, our experience and our attitude, which is far better than publishing a great picture or an interesting article in a newsletter.
What are some of the key factors to producing a successful video newsletter?
Showcasing a great location or a funny speech is not enough. The Videonews has to include interesting and useful information in order to attract and retain an audience. The most important point is to to create expectation and satisfaction so that the audience will want to continue to subscribe to Videonews and will share it with others. We use an online software company to create e-mail campaigns that include a snapshot of Videonews and redirects viewers to our ITBdmc Videonews You Tube channel.
What kinds of practical ideas will attendees gain from your Smart Monday session?
The session will provide practical, hands-on recommendations for Marketing and Sales Management, Public Relations, and Business Development personnel. It is about increasing exposure and maximizing marketing investments by using on-line videos as a promotional tool. I will share how individuals, companies and destinations can go the extra mile to market themselves and how to create and produce interesting and impactful videos that will appeal to their entire target audience and specific clients. And for those who don’t fancy videos as much as I do, I will introduce new ways to say goodbye to PowerPoint and hello to amazing presentations.
To view VideoNews on You Tube, go to ITBdmc Videonews.
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