Telling Your Destination’s Story with Robb Wells
This week on the Destination Marketing Podcast, Adam takes the show on the road to Beaufort, South Carolina where he is joined by Beaufort's President and CEO Robb Wells. Listen to them talk about Beaufort as a destination, and how The Inner Coastal Podcast has helped not only drive visitors to the area but also promote a sense of union between the CVB and the destination's stakeholders.
"If your destination is worth sharing its story to the mass, that should be your deciding factor on if you want to be able to tell that through a podcast. If you think your destination has the stories to tell, why not open it up and go for it." -Robb Wells
Meet our Host and Guest(s)
- Name: Adam Stoker
- Position: Co-founder and CEO of Relic
- Favorite Destination: Fiji
- Dream Destination: New Zealand
- Name: Robb Wells
- Position: President & CEO | Visit Beaufort, Port Royal, and Sea Islands
“A High School Basketball Story and Much More” – Show Notes and Highlights
- Reasons why Beaufort pressed forward in creating a podcast during the pandemic:
- Content generation
- To build evergreen content
- To keep working forward
- Continue working on advertising
- Believes that this pandemic pause is not going to be forever
- Great addition for stakeholders and partners engagement
- Podcast allowed them to work from home
- How podcast has helped engage stakeholders that you may not have been able to before:
- Stakeholders become a part of the process in setting visitor expectations and even visitor recruitment.
- Building credibility locally.
- Transformation from just an advertising organization to a community marketing organization.
- How to integrate podcast into daily activities:
- Weekly staff meeting
- Strategic team execution
- Collaborate with great production partner
- Challenges of the podcast:
- Setting up the podcast structure.
- Making sure the people working knows the area well.
Resources Mentioned in the Podcast:
Robb Wells: [00:00:00] If your destination is worth sharing its story to the mass, that should be your deciding factor if you want to be able to tell that to a podcast. If you think your destination has the stories to tell, why not open it up and go for it.
Adam Stoker: [00:00:19] Hello everyone and welcome to another episode of the Destination Marketing Podcast. I’m your host, Adam Stoker. We’ve got another great show for you today. We’re still on the road. We’re in Beaufort, South Carolina and we’ve got one of my good friends from the industry. His name is Robb Wells. He’s joining us here on the show, Robb. Thanks for coming by.
Robb Wells: [00:00:39] I appreciate it. I’m glad to have you guys in town and kind of experiencing what we get to do on a daily basis.
Adam Stoker: [00:00:44] Yeah, I guess I technically came by you. You didn’t come by, right? I came by.
Robb Wells: [00:00:49] However you want to phrase it, man. I mean we’re doing this thing and I’m loving every minute of it. Love showcasing Beaufort, Fripp Islands to whomever. I know you’ve been here before.
Adam Stoker: [00:01:00] Yeah. But now I feel like I’m experiencing it like an insider. You know, first of all, I had never heard of Fripp Island before in my life. You sent us out there to golf on one of the most amazing golf courses I’ve ever played out there on Fripp Island. Man, what an unknown gem that you have here.
Robb Wells: [00:01:17] I mean, people love playing out there. It is a great scene. I mean you’re playing right along the coast and you can always blame the ball of the wind for moving the ball right to left or left to right, depending on which way you’re hitting it. You got a built-in excuse, but yeah, you hit it well, so good for you.
Adam Stoker: [00:01:31] Well, it’s all relative, right? It depends on who you are. But I got a great little video that I’ll have to show you of teeing off and it looked like I was hitting it into the ocean just because of the way the whole sets up. It was beautiful.
Robb Wells: [00:01:43] I would’ve hit it in the ocean, go from there.
Adam Stoker: [00:01:47] Well Rob, you know it’s good to have you on. We’ve talked a little bit — For those that don’t know, Robb is the President and CEO of Visit Beaufort and I’ve had Robb on the show before so we’re going to do something a little bit different. He’s already told us his dream destination and his favorite trip he’s ever been on. He told me a story earlier today that just cracked me up and I’m going to ask you to tell it again. Robb played basketball in high school and had a pretty incredible experience. I’d love to have you share it with us
Robb Wells: [00:02:14] Yeah. Let’s talk about playing and playing basketball in high school for me was it’s more a lot of hoping for either of us to be winning big or kind of losing big for me to get PT. But so yeah, it was the first quarter, coach yelled to the end of the bench where I occupied space and said, “Wells, Wells.” So I popped off the bench and headed towards the scorer’s table, this time to check-in. He’s like, “Hey, hey, hold up. Hey, can you go to concession and get me a Mountain Dew?” I was like, “Well, time out, I’m half undressed here. I’m checking in, right?” He said, “No, no, no, I need a new drink.” So I did the walk of shame in front of the scorer’s table, in front of the opposing team’s bench, out the door to the concession stand in my full uniform bought him a Mountain Dew.
I’m going back to the bench and I’m kind of angry, I’m shaking the Mountain Dew can as I’m angry, getting more and more angry, sit down there on the bench and just kind of look at the game, watch the game as I handed him the Mountain Dew and let him open it up and have that experience of what I thought of going to concession in the middle of the game.
Adam Stoker: [00:03:19] He was a little upset, wasn’t he?
Robb Wells: [00:03:22] He was a little wet afterward, a little hot. But I think the Mountain Dew cooled him off a little bit if you know what I mean?
Adam Stoker: [00:03:29] What a great story. So I’ve now had two basketball stories on the podcast. One was from Ed Harris in Lancaster, Pennsylvania. And he talked about how he played basketball with Kobe Bryant. Now your story of…
Robb Wells: [00:03:42] I will be a little different, right? I mean, yeah, they played with a legend and I’m shaking up Mountain Dew on the concession stand run for the coach in the middle of the game. So yeah.
Adam Stoker: [00:03:52] Good stuff. All right, well, let’s chat. I mean, obviously, I think people have heard a little bit from you recently on the show because we published the eTourism Summit conversation that we had along with the one that you did with Josh Scheer from my organization. I really want to dive a little bit deeper on this idea of a podcast for destinations. I want to give our audience some background.
So we developed this product that was the Destination Marketing Podcast Network and we had this vision of creating podcasts for destinations where we would provide the host and then the destination would show up and answer questions about what’s happening for the week, unique things to do in the destination, things like that, right? And we got six destinations on board to pilot the program and we were really excited. The destinations were excited. A week later, COVID hit.
So we had all these pilot programs set up and Beaufort South Carolina was the only destination that didn’t change their mind on launching the podcast. Even though all the things that were going on with COVID were happening, you made the decision to press forward. So I think my initial question is when everybody else was backing off, what made you decide to press forward with creating a podcast for your destination?
Robb Wells: [00:05:11] Well for us, our intent was to start building content. I mean that was what was kind of encouraging when the opportunity presented itself to be a part of the pilot program. It’s like, hey, this is an opportunity for a destination for a DMO our size, maybe doesn’t have the full budget to go out and create something from scratch to be a part of having a professional team come in and help guide us along and create this content.
And so as you know, part of our strategy was to build this evergreen type content so we could use it and parse it out and use it in different ways. But when COVID hit, I think as an industry, we all kind of recoiled a little bit. Everybody kind of gets their ground, their feet back underneath and kind of what we’re going to do next. And for us, this became one of those as we kind of gathered our strategic focus around, okay, we’re not going to be presenting Beaufort to the masses anytime soon so we need to stockpile content. We can’t just sit here. We have our team, we need to keep working forward. Our sales team didn’t stop making calls, we just didn’t make calls in regards to coming to Beaufort at the time, it was more to keep in contact with our planners. Our marketing team didn’t stop working with our advertising foods. We just kind of paused our spin and started working on new creative or is there something we can do better? We tweaked the website, the website became more focused.
But content generation became very important to us and that’s why the decision to keep going with the podcast creation even through the pilot program, that’s what it was there for. We wanted to be able to stockpile. And then strategically it just made sense for us to own this media on this content in general and be able to use it how we needed to. And I think that’s what the dynamics of our relationship with Relic and being able to have someone who professionally does this, who kind of knows what they’re doing to help our team along.
At first, it was just me. You go back and listen to some of the first five or six episodes. It’s me and the host. Having a conversation about me telling the story of Beaufort and selling this destination how I see it. Now here we are several episodes later and it’s kind of morphed into something else that has gotten in my opinion a lot better than what we initially started with.
Adam Stoker: [00:07:30] Yeah, I mean, you can see after those first few episodes when Robb was on, once we changed the format, the ratings just skyrocketed from there. Right?
Robb Wells: [00:07:38] Yeah. Obviously, you know how many people want to listen to some country boy talking about one of his favorite destinations. But I do love talking about this destination. It was a great platform. I’ve told you before I wasn’t a podcast guy if you will. But when you’re at a small destination or a small DMO, I think we all kind of have these techniques as we run our shops and our organizations. We’re looking to the larger destination, what can we glean from something they’re doing? They have the resources at least we think they have the resources to be able to pull it off. We’re looking at what they’re doing. To be honest, we just started following what Philadelphia was doing with their podcasts and integration with that, how they were moving their needle for us.
Like man, what an awesome way to tell the story of their destination. How can we include that? Low and behold a godsend shows up in the form of the Destination Marketing Podcast Network and now we have our own podcast and we’re not too far down the road, but we’re able to see how it fits into what we’re doing.
Adam Stoker: [00:08:40] Right. Yeah. And I love your approach when COVID hit regardless of the podcast. Your approach was, let’s generate as much content, especially evergreen content as we can because even though you can’t outwardly advertise during that time and you guys were able to advertise fairly quickly after the shutdown. But whatever you develop can be used when things come back. Right? So I think that was really great foresight to say, hey, let’s generate as much content as we can, and then we’ll use it when the time is appropriate, or the time is right.
Robb Wells: [00:09:12] Yeah. If you asked me back then, so how long are you going to be pause for a little bit? I had no idea, I didn’t think it was going to be forever. Obviously, I knew that we would make the case for wherever we need to be and when it was the time was right, the time would be right. But man, what a great opportunity for us to stockpile content and be able to use it and we have, and our team is using it across the different platforms that we have available to us and we’re seeing things from it that we didn’t initially do, and I led to that earlier, but it’s been a great addition for our stakeholders and our partners and that’s starting to morph into something and grow and bloom into something that’s even more beautiful than we had originally imagined.
Adam Stoker: [00:09:52] Yeah, I want to get to that, especially the stakeholder portion of that in a minute. But before we do, one of the things that I thought was interesting is when so many people were contracting, like you said, when the pandemic hit, you guys actually hired a content person or a communications coordinator, right at the beginning, and we had Daquan on the show previously, and we talked about the logistics of creating a podcast. Right?
I think that’s really cool that you guys said, “You know what, we’re going to put somebody in this role that’s going to create content for us.” What has that been like to have someone focused specifically on creating content for your destination?
Robb Wells: [00:10:30] Well, we were dependent on other partners in the past to do some of this, and when it happened we needed some of that to take place in-house. We needed somebody on the ground in Beaufort in the sea islands to kind of help us navigate the waterways because they can get out, get the content we needed to make the face to face, to make the conversation happen. That’s where this came in. We didn’t have those people available to us and Daquan was a tremendous talent and for him to be in this area at the right time at the right moment. Just it was a blessing. It’s a great marriage and you know what? He does a fantastic job.
But for us it was identified as okay if we’re going to move forward, we’re going to need people who are here to help us move forward and that’s where that came to be. And we’ve invested in content. I think I said that at the Tourism Summit never louder than the content budget right now, people are getting very loud about the content budget here and that’s kind of what we’re hearing it and we were able to make that move even in the middle of it.
Adam Stoker: [00:11:31] Great. So how do you see Daquan’s role then shaking out? Like how do you want him spending his time as he’s generating content?
Robb Wells: [00:11:41] Right, so that’s it. So we have a bunch of different stories to tell. I mean, it’s one of the benefits of being in this historically rich, culturally expansive destination. We do not feel like we’ve ever been able to tell our story on as many platforms available. But now those limitations are being reduced. We felt like as an organization that was coming out of the shutdown, hey, if we’re going to be a startup, let’s put money towards things that we think we can grow.
Stakeholder engagement became more and more important to us as an organization even in the middle of an epidemic and even now. So we needed somebody dedicated to helping them tell their story, but also content coming out of the CVB to our stakeholders and also sharing the stakeholder platform. So that’s where that growth came from initially. Taking it from 50 things to do blog and then writing itineraries and working with our travel writers and that’s kind of how it’s blossoming even further. Daquan and actually our whole team has been working on virtual fans for travel writers and be able to be kind of have boots on the ground to help answer those questions and our stories and people telling our story for us, that’s kind of been the whole format.
And that’s actually had been a strategy of this organization for several years is it’s one thing to purchase advertising, its core function of what we do. We love the by ads and we love to get the return. There’s something about earned media in media that you own, that magnifies the impact and investing in talent on our team to pour into that. I mean, think about the best teachers you’ve ever had, right? I guarantee you that teacher poured into you. Then that became your educational basis, right? The things you remember from that time, and that’s what we’re doing now. We have someone who can pour into our destination, We have somebody on our team who can pour into our stakeholders and at the same time pour into our potential visitors and now we get that back and that becomes the educational aspect of what we’re trying to do through our strategy.
Adam Stoker: [00:13:40] You mentioned earned and owned media, right? I think those are both two very critical pieces because for one, earned media while it’s still on someone else’s medium, is evergreen. If you search for that article, you can find that article, it’s published, it’s accessible, right? It’ll pop up on the Google searches. But then you got owned media as well. This is where I’m on my soapbox here. I’ve talked about it way too much, probably. But the fact that when you are paying to advertise, you’re paying to rent someone else’s audience. If you’re running a magazine ad, you’re paying to rent the audience that that magazine has, right?
When you own the medium, which is what you do with your podcast, you own the audience. I look at it like a house. Am I going to rent and pay someone else’s mortgage or am I going to own my own home and pay my own mortgage? And someday it could be paid off, right? If you look at a podcast, you build your own audience, you’re building your own medium and someday that is paid off and you’ve got a giant audience that you can own. That content is evergreen. It’s not like you ran an ad and it disappears, it’s there forever. And so it’s the long game, right?
Robb Wells: [00:14:50] It’s very much the long game.
Adam Stoker: [00:14:51] It takes a long time. But I think you guys have already started to see some interesting components of that. For example, you mentioned stakeholder engagement and I want to go back to stakeholder engagement because it became so important during the pandemic. I think a lot of destinations realized, hey, maybe we should have been doing this all along, right?
Robb Wells: [00:15:10] Wake up call.
Adam Stoker: [00:15:11] Yeah, but Daquan talked about how the podcast has opened doors and helped engage stakeholders that you may not have been able to engage in the same way before. Do you want to talk about a couple of those examples?
Robb Wells: [00:15:22] Certainly, certainly. I appreciate that. What Daquan is talking about is opening up doors. Sometimes when you deliver as an organization such as ours, were the marketing and promotion storytelling of our destination and not every participant in this ecosystem of our industry here in this destination can see a tangible extraction from that unless they just know that the person in their store is for tourists and that that’s usually transaction. Their participation has always been kind of from the private sector transaction type thing.
When the podcast was launched and people started local stakeholders started listening to it and seeing that we were searching for people to be a part of it, now they become a part of the process and they become part of setting the expectation for the visitor. As Daquan has brought more people on the tell their aspect of the story that makes us such an awesome destination, more and more people are saying, “Wait a minute. There’s an opportunity, a tangible opportunity for me to see value in this organization that maybe I didn’t know about early on.”
And so it’s built that credibility locally. I think people have looked at our organization and said, “Okay, they spend a lot of money on advertising and promotion. Best small town in southern living or travel leisure puts us one of the best small towns to visit. One of the best beaches in America. They’re earning it. But what are they doing for me?” And now the podcast allows that and that’s a door opening. So much so that Daquan picks up the phone now or he responds to an email. Okay. Yes, we have this time slot, we can do these things and it fits the narrative.
So in February, with Black History Month, we set that agenda. This was an idea that we wanted to put together because we have some wonderful stories to tell. So we worked with Natasha our host and put the series of planning that out and having that person in-house with Daquan doing it, working with the stakeholders who are going to come on and tell the story. That’s a logistical thing. Having that both from a partner who can deliver on from the Relic side and somebody locally can do it is a comfort level when they come in because not everybody is comfortable behind the mic. Now, they have a face to face, they leave here. They have a different experience with the CVB now. It’s not just a kind of give and take it’s more of a participation. That ultimately I think is what is our transformation from just an advertising organization to a community marketing organization, which is what we all should strive to be more participatory in the ecosystem that makes up our destination.
Adam Stoker: [00:18:03] You know, I think for destinations all over the world and the relationship they have with stakeholder businesses, a lot of the value feels indirect. Like the destination can provide as a whole, here’s how we’re growing from a visitation standpoint, here’s how many people visited this national park or state park or whatever. It’s very difficult to say we got this many customers for this business, which is what a lot of the individual businesses are looking for.
But now, if a business can come in and say, well they had me on their podcast, it might not be measurable, here’s how many customers I got from being on the podcast or whatever. But what it is is it’s a tangible display of support for those stakeholder businesses.
Robb Wells: [00:18:47] It’s not only tangible, but I want to stress it enough. They are participating in a different part of the process of visitor recruitment. Something they may not have done in the past that they’re actually being an active participant.
Adam Stoker: [00:19:01] Because their access used to come after the visitors.
Robb Wells: [00:19:03] That’s right. Now, they’re meeting them a little further of the ring and that’s buy-in. That’s now ownership in that visitor’s experience. When you’re building that type of experience, I mean that formula of the visitor experience has to be greater than or equal to their expectation. That’s how a great destination is measured. If they have a great experience and their expectation’s met, they’re going to be a return repeat visitor or they’re going to be your ambassador down the road.
Now we have our stakeholders engaging them early on helping them. To me that’s just as important as us telling the story in the podcast, is having our stakeholders engaged earlier in the process, because now the ownership is there and that’s how destinations grow, that’s how the experience gets even better. And it’s how funny it is at a little podcast. This long game of content generation has now morphed into something that’s blossoming into something even better.
Adam Stoker: [00:20:00] Yeah, well, tell me about the feedback you’ve been getting from the stakeholders that have come on the show.
Robb Wells: [00:20:05] Not everybody has the same experience, right? Some have found it to be so awesome to participate, tell their story and they get an opportunity to put their name in lights. They loved that. Little deceit on social media, they shared, it grows the platform. Others are very direct into it. They want to participate, they want to take the podcast window clings back to their store. They keep telling people, hey, you want to get on the podcast and they’re helping our team find the next story to tell.
Some have even seen listeners of the podcast show up and early on I share this with you and share this with our team and it’s one of our favorite stories is the gentleman from North Carolina that’s planning his and his wife’s first year wedding anniversary in the middle of a pandemic, emails me up and says, yeah –
Adam Stoker: [00:20:50] I remember –
Robb Wells: [00:20:51] I mean, I was so excited because I like feedback too. And this is one of those actually, no one of the feedbacks. And here he is planning his stay. He’s like, “Listen up, you said to reach out. So here I am in an email.” I feel like I got to respond back to him. You know what? Follow-up email. Had a great time. Ate at one of the restaurants that was suggested in the email follow up on that. That’s just a fun start to finish evaluation. The whole cycle was filled and the podcast was a lead-in for that.
That feedback kind of keeps you going. But also at the same time, we know that it is a long game. You don’t do a podcast just to get instant success. I mean, it’s not necessarily going to do that. You got to build your audience. Got to be consistent, that’s what we pay for the team to put the strategy behind it and then keep executing.
Adam Stoker: [00:21:41] Well you said you got to keep building that audience, right? So what are the numbers like right now? What have you guys seen? I mean you’ve been doing it for seven months, just about seven months, I think. What volume of listenership are you getting?
Robb Wells: [00:21:53] Well, I think we’re well into our thousands. I do know that. The specific numbers were not really focused on those particular numbers right now because we know we have to grow as long as they continue growing in our episodes and are sharing, we have to do what we can do on our end first and foremost. Are we sharing them across our platforms? Are we using the information, the feedback that we’re getting from our listeners?
So the one thing that Relic has done a very good job of doing is giving us the analytics to be able to make the decision whether or not, okay, we see a lot of our listeners are coming from the upstate of South Carolina. Great, why is that important? Because that is actually our number one target market. So we now we know we’re getting penetration from that area. If the majority of our marketplace, if the heat map is from the Beaufort Hilton Head, Charleston area, then that helps us identify, okay, these episodes are important. We haven’t gotten to the specific as to which episodes do better, but we are starting to see a trend. The more passionate the stakeholder involvement is the higher the listener count. And that is important feedback because that’s less Robb talking about the destination and more people who actually do business in the area. And I think that’s kind of a key trend that we’re seeing.
So if I would do it take away, the quicker you can identify what your audience is looking for, the better off you’re going to be as far as growing that number. And we’ve been able to identify really quickly through some great analytics from our partners in the Destination Marketing Podcast Network is that they want stakeholder engagement and that stakeholder engagement, the stakeholders, the partners, whether it’s the restaurant tour, think Janet’s walking does well, Captain Henry’s done well, Sarah and Bill Green with their Gullah Grub podcast. I mean, I’ve seen some good returns already.
Adam Stoker: [00:23:33] Great. Well, one of the things that I know really increased your listenership early on was you guys said, “Okay, we’re going to do more than just record a podcast every week and hope people come.” Right? You launched the landing page on your website. You started sharing each episode on your social media. Daquan talked about how you included it in your weekly newsletter. And I love that week 1 is hey, a new episode is live. Week 2 is a quote from the episode taking up that real estate on the newsletter. What else have you guys done to integrate the podcast into your daily activities to continue to generate that momentum?
Robb Wells: [00:24:10] Let’s take it internally from our staffing, our strategy. It is now one of those lead endpoints in our strategy download. So we have a weekly momentum meeting to keep the momentum moving forward and the podcast is a strategic focal point. And so when we made it apart and not just something we do, when it became just as important as what we’re doing on social media and that integration happened. I think we’re seeing more and more of the growth and when it becomes a part of it, not just something we do, it’s not like taking pictures, right? But it is. If you’re taking pictures just to stockpile pictures and not using them, what’s the point of using that?
We got a lot of valuable time being expensed on this. We want to make sure that we’re doing our proper due diligence on the strategy side, our team has been able to execute that very well. Once we made it a priority, one of our top priorities, you’re starting to see the integration happened more of the growth is happening. I think our board sees that and that’s important, right? And while they may not fully understand it, they trust the process because they’re seeing the growth numbers and they’re seeing how the integration is working. It was just out by itself. I think it would be hard to fund routinely, especially when budgets are tight.
But we made a commitment even during the unknown periods that we wanted to kind of grow our content, we take a little risk. We have to. How else we’re going to stand out in a crowded playing field if we don’t at least own some space? So we’ve cleaned out that space and being able to do it. So, we’re very grateful to have ventured down this path. We have a great partner in doing it. Just makes it that much easier because I think the production part would be something that our team would have to even ratchet up. It would eat so much more time that we’re spending implementing the strategy and implementing it to a point. I think we’re succeeding in implementing it, the production portion of it which zero experience, if I’m being honest, none on my end. We probably need a part-time on doing that.
And so we have a great partner who can do the production. We have great teammates who can implement it and get it distributed. It’s kind of important.
Adam Stoker: [00:26:15] Great. Well, I know it’s not all sunshine and butterflies, right? Or sunshine and rainbows, whatever they’re saying is. What are some of the challenges you’ve encountered along the way of trying to either roll out the podcast or sustain it or dedicate the time necessary to it? What are some challenges you’ve seen?
Robb Wells: [00:26:30] So first and foremost, it’s how our podcast was structured originally. I think the early episodes give a glimpse that somebody on one end of the microphone was in the destination, the other person was not. Once we got that corrected and had experienced on both ends in a microphone, that changed the conversation. Because now everybody has an understanding when we talk about just how green the water is or just how the sandbars pop up or just what the food tastes like. They’ve experienced it. That’s important.
I think it’s important with anything, make sure the host and the people working in the podcasts are on there, know the area. I wouldn’t just go get a stakeholder just opened up a shop in the area. We find somebody who has been here a while, has these things and knows the destination. So that’s first and foremost. I think second for us we thought that we would just stockpile the content and just roll it out on our own accord. When you do that, that’s not going to work. We found out early on that just haphazardly doing it was not a good strategy. Be consistent. I think we talked about that before we jumped on here.
I think our best thing that we’ve done is that we started out like we planned to hold out and we’re doing two episodes a month. That’s our cadence right now. I don’t see us going backward, we could improve and increase, but right now our cadence is twice a month. It works well for production, works well for implementation. We kind of know how our flow goes. It doesn’t bog us down. I think time commitments across the board even work from home days this works.
The podcast allows us to work from home and we don’t have to have dedicated space within the office to do this. If we did, we could make room. But in this kind of given period of time we can kind of do it from anywhere we need to and that’s been beneficial as well.
Adam Stoker: [00:28:20] Great. Tell me kind of the most important piece of advice you’d give somebody that’s on the fence on whether or not to do a podcast for their destination or wondering if it’ll work for their destination. What would you say?
Robb Wells: [00:28:31] If your destination is worth sharing its story to the mass, that should be your deciding factor if you want to be able to tell that to a podcast. If you think your destination has the stories to tell, why not open it up and go for it. That’s it. If you don’t want to sell your destination through a podcast, because I think the podcast medium is an opportunity for people to get in at a reasonable rate, see the return on investment. It’s going to look different than your normal ad buys and see your metrics that way. It’s going to take a little longer. But I would say go for it and I do encourage people if you’re on the fence, your decision is probably monetary. It’s probably a monetary decision at this point that’s why our decision to go forth with it because we’ve eliminated one portion of the monetary side of it with the production. We know exactly what we’re paying for. That is a great strategy for us in our budgeting for a smaller destination.
If you’re looking at doing all of it yourself, then yeah, you have some other things to weigh. But if you’re on the fence about a podcast, it’s most likely probably due to budget probably monetize over time. And I would say if it’s worth telling your destination’s story, then go for it.
Adam Stoker: [00:29:44] Cool. Thanks, Robb. How can people get a hold of you if they want to ask you questions or learn more?
Robb Wells: [00:29:50] You can always reach me at email@example.com or just hit me up on Visit Beaufort at beaufortsc.org and you can kind of contact me there.
Adam Stoker: [00:29:59] Perfect. Thanks, Robb. appreciate you coming on. Well, thanks everybody for listening. This has been another great episode of the Destination Marketing Podcast. If you enjoyed today’s content, please leave us a rating or review and otherwise we’ll talk to you next week.
Will Seccombe: [00:30:12] Hello. I’m Will Seccombe, President of Connect Travel. We’re excited to be partnering with the Destination Marketing Podcast to promote the eTourism Summit which is coming to Las Vegas September 20th through the 22nd. This year we’re thrilled to be collocating with US Travel Association and IPW it’s going to bring the entire industry together to help our travel industry emerge at what has been a very, very challenging year.
This is the 22nd year of eTourism Summit which is historically been the go-to event for digital tourism marketers and it will certainly be that case this year as well. In addition to the actual event, September 20th through the 22nd we will be announcing the 4th anniversary or 4th year of our eTourism Summit at eTSY Awards, celebrating excellence in digital tourism marketing. We’re also announcing a new program called Emerging Tourism Stars celebrating some of those up-and-coming rock stars that have really shined in this challenging year of tourism marketing.
As we lead into the events in September, please join us every other week for a See Tomorrow Series, you can learn more about upcoming webinars at etourismsummit.com. We really are exploring some of the challenging issues that are facing tourism marketers coming out of COVID. Also, I would encourage everybody to sign up and register for the Travel Vertical at thetravelvertical.com. A great weekly newsletter that really informs on some of the great works that’s been done across the country promoting destinations.