KNOWLEDGE BANK Minimize
As the Destination Marketing arena becomes increasingly complex, DMOproZ strives to provide an easily accessed Knowledge Bank for DMO pros around the world. From White Papers to cutting edge Research to our recommendations on books to make you think, videos to encourage your creativity and blogs to keep you current.

And, we want this to be a two-way street. When you see a great resource that would be a benefit to the DMO collective, shoot it our way and we'll post it up for your peers. 


DMO Critical Reading Minimize

Destination Leadership for Boards

by Bill Geist

The only book dedicated to Board Governance for Destination Marketing Organizations and CVBs. Now in its second edition, Destination Leadership for Boards is a compelling primer for Boards (and the CEOs that work with them) to advance their communities. From Board design to development, Bill makes a compelling argument for the need for Boards to be more than just overseers of the organization...and take their rightful place as destination leaders.
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Race for Relevance

by Harrison Coerver and Mary Byers

Not only must your Membership program evolve, the way tomorrow’s Boards will interact with their constituents and staffs will also have to change significantly in the years ahead. Traditional governance models may have been successful in the last century. Today, the authors make the case that what Association Management is expected to do in today’s world is far too sophisticated for the majority of the community leaders that serve on our Boards to comprehend...much less successfully direct.
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The Invisible Sale

by Tom Martin

The surest sign that a resource book is worth its weight in gold is the speed at which my highlighter goes dry (mine did). Tom outlines a radically different approach with which to replace traditional (and outdated) selling methods with propinquity. And, if you're in the Destination Marketing field, it's even more relevant as the discussions on the philosophy of sales vs. marketing continue to heat. In his first 7 chapters, Tom lays out a treatise that every DMO CEO should read. The following chapters are for senior management, when the CEO says “Make it So.”
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For the Love of Cities

by Peter Kageyama

This tome is sure to inspire any DMO pro that has a passionate commitment to their community. Peter eloquently encapsulates the problem facing today’s civic microcosms and shares a compelling path for us all to consider as we better understand that our role is so much more than “Heads in Beds.” Peter makes it clear that there are forces within our communities that are just as passionate as we are. We just need to find and, hopefully, choreograph these amazingly talented and energetic souls to transform our cities to become as lovable as we want them to be.
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The End of Membership as We Know It

by Sarah L Sladek

If you are a Boomer...you’re gonna hate this book. If you are a Boomer...you must read this book if you expect your not-for-profit association to survive. At the core of the message, Boomers will cede the majority in the American workplace to Millennials by 2015. Not Xers and Millennials. Millennials. And you better be crafting your mission, goals and benefits to meet their needs and expectations if you hope to have any chance of keeping your association relevant and solvent by the end of the decade (if not sooner).
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Destination Branding for Small Cities

by Bill Baker

Destination Branding has reached that tipping point that everyone is talking about it...but so few are doing it well. Our friend Bill Baker has authored what I believe to be the finest treatise on the topic to date. Filled with several case studies of both the good and the bad, Destination Branding for Small Cities defines what destination brands are and aren't...and outlines a clear path for those that want to do branding right. And don't let the title throw you. The tenets within apply to ALL destinations.
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Global Destination BrandScience

by Duane Knapp

In the Destination BrandScience™ book, Duane outlines the methodology for successfully developing community brands. Published by the Destination Marketing Association International, this guide outlines a disciplined process for a community to enhance its economic viability and the quality of life. It unveils a proven strategy for any destination, travel and tourism business, chamber of commerce or economic development agency to become unique and optimize communities’ success.
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Managing Destination Marketing Organizations

by Bill Peeper and Robert Ford

This is, at once, a text book for the uninitiated student as well as a refresher course for veteran DMO CEOs. Bill and Robert base much of their writing on extensive interviews with CEOs that are perceived to be successful...and those that are perceived to be not so successful. From these telling conversations, the pair identify the common traits of both groups in an effort to paint a compelling picture of what the successful DMO CEO must be.
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Tourism Marketing for Cities and Small Towns

by Bonita Kolb

Full of examples from the field, Tourism Marketing for Small Cities and Towns is a great read for anyone involved in the expanding fields of cultural tourism and urban marketing. Bonita Kolb focuses her readers on ways to develop a community's brand to attract visitor spending.
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Tourism Policy and Planning

by Edgell, Allen, Smith and Swanson

Tourism Policy and Planning addresses key ingredients for positive tourism policies and planning that will lead this generation and the next toward a greater quality of life resulting from tourism growth. The aim of this book is to provide government policy-makers, business leaders, not-for-profit executives, university professors, students, tourism industry managers, and the general public with an introduction and examination of important policy and planning issues in tourism.
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RELEVANT READING Minimize

Nuts!

by Kevin Freiberg and Jackie Freiberg

An oldie but a goodie. Today, Southwest is the safest airline in the world and ranks number one in the industry for service, on-time performance, and lowest employee turnover rate; and Fortune magazine has twice ranked Southwest one of the ten best companies to work for in America. How do they do it? With unlimited access to the people and inside documents of Southwest Airlines, authors Kevin and Jackie Freiberg share the secrets behind the greatest success story in commercial aviation. Read it and discover how to transfer the Southwest inspiration to your own business and personal life.
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The Power of Habit

by Charles Duhigg

Pulitzer Prize–winning business reporter Charles Duhigg explains why habits (like, where people vacation) exist and how they can be changed. Distilling vast amounts of information from Procter & Gamble and Target to the NFL and to the front lines of the civil rights movement, Charles presents a whole new understanding of human nature and its potential...and how we can transform our businesses, our communities and our lives.
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Decoded: The Science Behind Why We Buy

by Phil Barden

Phil Barden reveals what “decision science” explains about people’s purchase behavior, and specifically demonstrates its value to (destination) marketing. He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to great effect by dramatically improving key factors such as relevance, differentiation and credibility.
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The Ultimate Question 2.0

by Fred Reichheld

There is, ultimately, one question. And Fred shows how companies can rigorously measure Net Promoter statistics, improve them and create communities of passionate advocates that stimulate innovation. Vivid stories from leading-edge organizations illustrate the ideas in practice. Practical and compelling, this is the one book (and the one tool) no growth-minded leader can afford to miss.
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Youtility

by Jay Baer

As the subtitle intones, “Smart Marketing is about Help and Hype.” Jay nails the new paradigm by leading with a case study of a pool and spa business that has exploded by teaching people how to build their own. It’s quite a departure from the concept of withholding information on our websites to force clients to call for pricing and availability...and clear that any business can adapt these concepts to build an insane following (including destinations). In “Youtility,” Jay lays out a smart strategy to maximize the way customers are consuming data. And, that includes meeting and event planners.
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Risky is the New Safe

by Randy Gage

It sets the table. It describes a radically different world that is only a couple years away. One that makes the “fiscal cliff” look like an anthill. One that you should take great care to understand as you contemplate where your business and organization needs to be in the years ahead.

To be sure, Randy can be Ayn Randian at times in this, his best book yet. If you are one that dismisses Rand because of your political beliefs, feel free to skip over his analysis regarding the role of the individual in creating prosperity for others and the expectation that government is the answer. But, the rest of the message is too powerfully crafted not to at least consider his point.
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Win

by Frank Luntz

We met Frank a few years ago while on assignment in Myrtle Beach. And, during our time together he showed us how it’s not what you say but what they hear. In “Win,” he presents case after case where it becomes emenently clear how right he is. Indeed, after spending the day with him, we developed DMOvizion...because, it’s not what we show consumers...it;s what they see.
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The Long Tail

by Chris Anderson

While some have tried to debunk the theories in this book, "The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. Unlimited selection is revealing truths about what consumers really want and how they want to get it. Indeed, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know.
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Blue Ocean Strategy

by W Chan Kim and Renee Mauborgne

Kim and Mauborgne make an elequent case for changing the way we think about competition within a market (a red ocean) and provide a stunning framework from which to create new markets (blue oceans). With lots of examples from Southwest Airline to Cirque du Soleil, this isn't just another business book. Rather, it will forever change the way you look at your market...and the need for innovation.
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Tribes

by Seth Godin

A tribe is any group of people, large or small, who are connected to one another, a leader and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature. As the Internet has eliminated the barriers of geography, cost, and time, tribes have become more important than ever in communicating with the consumer.
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Regeneration

by Rebecca Ryan

Rebecca is one of our favorite thought leaders. Her latest book encourages readers to answer the question on everyone’s mind: what’s next? Based on the premise that America goes through seasons, America now finds itself emerging from a deep winter...facing choices about how it will evolve into Spring. While some communities are already moving into Spring, it will be 2020 before others do. Rebecca offers suggestions for how we can jump-start the process in our towns.
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Concepting

by Jan Rijkenberg

Struggling with the whole "branding" concept? It's because brands can't be artificially developed, they must spring from a product concept. Instead of being about the product, concepting looks at brand development in terms of ideas that actually mean something to the consumer, evoking sympathy and identification with the brand, and improving customer loyalty. Concept brands are the future for those wishing to capture their markets in this increasingly converging age.
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Results

by Gary Neilson & Bruce Pasternack

Just as you can understand an individual’s personality, so too can you understand a company’s type—what makes it tick, what’s good and bad about it. Results explains why some organizations bob and weave and roll with the punches to consistently deliver on commitments and produce great results, while others can’t leave their corner of the ring without tripping on their own shoelaces. Gary Neilson and Bruce Pasternack help you identify which of the seven company types you work for—and how to keep what’s good and fix what’s wrong.
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Reading for fun Minimize

A Little More Line: A Kite's View of Wisconsin & Beyond

by Craig Wilson

A Little More Line has stunning images taken from an unusual perspective: a camera suspended from a kite and operated by remote control. Wilson's photographs are from a real bird's eye view and reveal a fresh new perspective. Scenes from around Wisconsin and over the borders into Michigan, Minnesota, Iowa, and Illinois include capitols and bike races, farms and forests, Apostle Islands National Lakeshore, Chicago's Millennium Park, and Iowa's Field of Dreams, Duluth's harbor and the Horicon National Wildlife Refuge.

 

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Hanging by a Thread

by Craig Wilson

This full-color book of photographs records Wisconsin from an unusual viewpoint: a camera suspended from a kite and controlled by photographer Craig Wilson from the ground. Taken from fifty to a few hundred feet in the air, Wilson’s photos capture natural and man-made views that wouldn’t otherwise be possible. The result is a vibrant collection that captures Wisconsin in all its shifting beauty in landscapes and cityscapes, festivals, Door County’s lighthouses, Milwaukee’s neighborhoods and the crowd at a Badger football game. 

 

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Route 66 Still Kicks: Driving America's Main Street

by Rick Antonson

It’s America’s Mother Road...Route 66. And Rick and his traveling companion attack Route 66 with a vengeance...in a ragtop and dedicated to attempting to drive the original Route 66, even when it leads them to a bog. A wonderful homage to Americana by a Canadian that sees the Mother Road from a uniquely different perspective. And, we can’t wait to follow their path.

 

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To Timbuktu for a Haircut

by Rick Antonson

Rick’s 50th birthday journey to Timbuktu and back serves as an incredible backdrop for a journey that is both life-changing as well as inspirational. An eloquent writer, Rick introduces us to the bevy of deep souls he encounters along the way. And, inspires us to take that journey less traveled.

 

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