If you’ve ever sat in a conference room for a meeting, you’ve experienced games. Everyone plays games; even you. It is possible to eliminate the games if YOU decide to stop playing. Games kill innovation, progress, and culture. The only game that is worth playing is the game of no games. How do you do it? First, you have to recognize the games that are being played and why people play them.
The question was posed: “How do I compete against Booking.com, which has a billion-dollar ad budget?” The audience member was a destination marketer. I was the unfortunate speaker left to answer.
Even my friend Tom Martin, in the audience after having talked earlier in the day at TBEX Europe last Friday, perked up. He later told me, upon hearing the question, he thought, “Ooooh! This ought to be good!”
It’s not easy competing against those with big dollars. Whether through paid advertising, paid search or engaging agency partners with massive teams and resources, when you are a have, you can easily outshine the have-nots.