A good idea can generate excitement quickly. Turning it into something a destination team can successfully execute takes a little more planning. Before committing to a new initiative, I like to start with three questions.
Who needs to be involved? Destination marketing is a team effort. Depending on the project, that might include internal leadership, the person managing the budget, a marketing committee, community partners or someone responsible for the day-to-day work. Bringing the right people into the conversation early helps build support, surface concerns and sometimes make the idea even better.
Do we have the resources to execute it well? Even the most enthusiastic team has competing priorities. Budget, staffing, timing and existing commitments all matter. Sometimes the right answer is to adjust the scope, bring in a partner or roll out an initiative in phases. A smaller, well-executed program can be more valuable than a bigger idea the team cannot fully support.
What does success look like? This is a question worth answering before the work begins. Are we trying to reach a new audience, generate earned media coverage, strengthen partner engagement or inspire visits during a slower season? The answer should connect to the organization’s goals and guide what we measure. It is also important to be realistic about what the available data can tell us.
One thing I have learned throughout my career is that not every great idea needs to be executed exactly as originally envisioned. Once you consider the people involved, the resources available and the results you are working toward, the plan may change. That is not a setback. Often, it is what makes the idea more successful.
As an agency partner, I appreciate being part of those conversations early. Asking the right questions helps us develop recommendations that are creative, practical and built around what our clients are trying to accomplish.