About

Summary

A private client that provides online, sales and marketing platforms for Destination Management Organisations (DMOs) worldwide approached Acorn to undertake desk-based research and competitor analysis, with the intention of expanding their European client base.

The purpose of the research was to help broaden their understanding of the European market, identify key competitors alongside identifying new sales and marketing opportunities.

Our Approach 

Phase 1: Initial desk-based research was undertaken to indicate a long list of 15-20 countries, based on those that have 8 or more national and regional DMOs. A framework was developed to provide guidance on the number of DMOs in each country, as well as how each countries funding structure. Analysis and initial recommendations were then provided identifying the countries that could offer the greatest potential.

Phase 2: After the initial stage of the research, the client was involved in a discussion to identify the key countries to focus further. Once the long list was identified, in depth research was carried out to develop a long list of DMOs in each country, helping to identify the sales and marketing platforms that are currently used.

Outcome 

The findings of the study are confidential; however, they were presented in both a report and Excel format to the client, identifying countries offering the greatest future sales and marketing opportunities.

After some success in entering new markets from the findings of the first stage of research, we were asked to do further research on a wider set of European countries. The format was very similar to the initial stage.