| |
DMAI:
It's what we Do
The
8 August 2005 edition of the Zeitgeist e-Zine
 Flying
back from San
Diego and the just-completed Destination
Marketing Association International annual meeting, I reflect
over the past four days of camaraderie and networking...and the name
change of the organization that has just been effected.
As you could imagine, that name change (from the International Association
of Convention & Visitors Bureaus) was at the apex of many conversations
overheard in hallways, lobby bar and Shirtsleeves sessions. Based on
my highly unscientific count, over half of the people I talked
to weren’t exactly enthralled with the name, the brand and/or
the new logo.
Now, this may have been because I have somewhat of a reputation as a
troublemaker and, thus, those that shared their thoughts with me knew
I’d be all ears...but, I think it has a broader genesis.
From the beginning, when the new name was leaked to the industry media
well ahead of schedule, IACVB struggled to communicate the need, rationale
and opportunity of the shift. And, like a sports team that starts 21
points down, it’s hard playing catch-up. And, while they brought
the new name/brand home on schedule for the San Diego meeting, I don’t
think they were ever able to to present a set of relevant reasons that
resonated with the rank and file membership.
This isn’t a critique of DMAI’s efforts. Had USAE
not taken advantage of the leak and prematurely plastered the new name
across its pages, I believe that IACVB could have successfully managed
the roll-out in a way that would have engendered excitement, enthusiasm
and support. But, DMAI wasn’t permitted the opportunity to birth
this new iteration the way it deserved to do.
But, the reality of the situation is that there are a number of members
that are clearly not supportive of the change. Even more are scratching
their collective head, not sure what to think. But there was a moment
in the final hour of the convention that, if people were listening,
should help us all better understand and embrace the organization’s
new name.
During his presentation, closing speaker Steve
Farber (author of Extreme Leadership) said of
the new name/logo, “it doesn’t matter what we
are called, but what we do.” And, like the line
in the movie "Batman
Begins" (where Bruce Wayne repeats to love interest
Rachel Dawes: "It's not who I am underneath, but what I do that
defines me."), this is how we should all view the words and logo
of the Destination Marketing Association International.
Destination Marketing. It’s what we do. It describes us far more
clearly than the words “Convention & Visitors Bureau.”
Is it all we do? Let’s hope not. Today’s DMOs must be intimately
involved in Destination Leadership, Development, Branding and (ultimately)
Quality of Life. But, the breadth and depth of this involvement will
differ from city to city, organization to organization. However, at
our core, we are all Destination Marketers.
To San Diego’s Reint Reinders and the Brand Leadership Team, congratulations.
Name change is never easy, especially with a membership as diverse and
opinionated as DMAI. That you held firm in your goal of developing a
descriptive identifier for what the DMO industry does will benefit us
all in the long run.
It was great to see so many of you in San Diego. And thanks again for
subscribing to the Zeitgeist e-zine. As always, we’d love to hear
from you...and look forward to hanging with you (and learning from you)
again at future industry events.
Bill
Wanna
comment on this or other topics. E-mail
Me!
Bil
|
|
