“My theory it is that I’d rather spend 20% of my budget on data and feel good about targeting the other 80%, than spend 100% blindly, not knowing if my media buys are doing anything – that would keep me up night.” -- Matt Clement / Fort Worth CVB
It's becoming more and more critical to the success and relevancy of Destination Marketing. With every dollar on the line, we have to know how to make them count. As someone once said, "it doesn't matter how well you say the wrong thing." To design the right message, you have to understand today's unique and diverse consumer. And that's where DMOvizion comes in...
DMOvizion provides marketing professionals a moment-to-moment window into their target markets' psyches. Using the Perception Analyzer system, we can reveal frame-by-frame and word-by-word what parts of your video and message resonate...and which ones leave your target flat.
Our clients identify a target market (for example, we've tested video in Atlanta, Columbus, DC, Philadelphia, Pittsburgh and Toronto). Then, they identify their target demographics and psychographics (such as Moms with kids under 10 with a household income over $75,000 that like beach vacations). And, they supply us with the creative they want tested. Terri then works with top focus group recruiters to identify and recruit targeted consumers to join us and share their opinions independently from others in the room with the Perception Analyzer "Dials."
Click this sample video to see how a 2011 TV spot for Visit Myrtle Beach resonates with a target demo.