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7 Stanes Novice Experience + Tsm Profile
 

7 Stanes Novice Experience + Tsm Profile

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Photos of1st MTB experience +summar of 7StanesTsm potential

Photos of1st MTB experience +summar of 7StanesTsm potential

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    7 Stanes Novice Experience + Tsm Profile 7 Stanes Novice Experience + Tsm Profile Presentation Transcript

    • 7Stanes - tourism and tourists’ perspectives
      Novice Perspective
      Product
      Marketing
      Challenges
      Opportunities
      Risks
    • Sense of camaraderie was an integral and memorable part of the experience so was the home made food.
    • You don’t have to be a downhill expert to experience the essence of the product.
    • The Twister Trail – a perfect end to our 7Stanes Trip
    • Excluding skiing the most rewarding sporting activity that I have experienced in the last ten years!”
    • Product
      World Class mtb product top 10 in mbr poll Dec 08
      Promoted as Scotland’s biking heaven
      World MTB Conference in May 09
      Good profile in MTB zines Singletrack & MBR
      Primarily niche mtbr– 09 new events and packages emerging
    • Marketing
      Improved market visibility needed – focus on SEM- see table 3
      Web 2.0 – 7Stanes Fan Club on Bebo + appreciation society on Facebook
      Packages and offers limited BreakPad and MB7
      Recent Stena email marketing campaign
      Tangible market research at source – pilot MR initiative
    • Challenges from a tourism perspective
      1 Extend the reach
      2 Target New visitor segments
      3 Optimise brand exposure from MTB Word Conference
      4 Present the product in an easy and accessible way
      5 Harness energies, from Hope to Belief. Hope is the feeling that what is wanted can be had or that events will turn out for the best
    • Opportunities - short list!
      Many segments looking for alternatives to med-sun hols
       Holidaying in UK
      Present the a la carte offer with mix ‘n’ match options
      Communicate and simplify support mechanisms eg SE Tourism Innovation Fund, The Forest Tourism Initiative, new VS Growth Fund (marketing), The First Gear Fund
      Mountain Biking web 2.0 Programme
      (H&I ent)
      Customers are spoilt for choice and are asserting their right to new and authentic experiences that can turn a holiday into a life adventure
    • Marketing person 1: "Right, we need a photo that encapsulates the idea of someone travelling from NI to Scotland on a car ferry to go mountain biking - any ideas?"Marketing person 2: "How about if we get someone to jump a bike over a car with NI plates? Ooh - in a ferry terminal car park!"MP1: "It's good, but it lacks something..."MP2: "Got it! He needs to be wearing a kilt! Scottish, see."MP1: "Perfect!"Journalist: "What the hell...?
    • Risks
      ↓World class product
      Competition within Scotland, Wales, Dalby & Whinlater (Purple MB Centre = ex packages) new EU 25 Slovenia, Bulgaria…Catalayuna, Greece
      Missed opportunity especially in 09