Who Are We?
Specialists in developing effective
We are off-island haoles. You
will always know more about
Hilo than either of us ever will.
What’s my point?
We are not here to tell you what
Our approach is to add our
knowledge to yours to help you
make decisions on effectively
You will ask questions.
You will engage in discussion and
stick up for your views.
You will stay on task.
You will reach informed consent
At the end of this workshop,
1. Have an action plan for improving
the product (the experience) and for
developing effective marketing
2. Have the basis for a tool kit for
developing a unified set of
How are we going to get there?
By having you go through a series
of planning steps to arrive at
conclusions regarding actions and
Facilitate the process
We may be irritating!
Let’s get started
Leave illusions behind
It doesn’t matter if you like it
Humor the off-island haoles
“The greatest obstacle to discovering the
shape of the world, continents and oceans
was not ignorance, but the illusion of
We typically design for who
we know best - ourselves
But it doesn’t really matter if
you like it.
We don’t know what you know, but
we need to know some of it in order to
work with you.
To find out, we are going to go
through some information that you
have already gone over.
The importance of lining up the
Brings us up to
Puts everyone on
the same page
Tourism is a tool to
help sustain your
If the goal is to sustain your lifestyle,
you cannot change your lifestyle to
accommodate tourists because you
live the product you sell.
You will live the
product you sell, so
make sure you sell
the product you
want to live.
What is the Hilo Experience
you want to sell?
Essence of the experience
Experience your story and lifestyle
because your lifestyle is just the
current chapter in an ongoing story of
how the land has shaped the people
who live here.
A visitor has to understand your story
to understand your lifestyle.
You are not going to change your
lifestyle in significant ways so you
have to find a market that wants to
“buy” the experience of mingling with
you and sharing your story and
Key Set of Questions
What are your desired outcomes from
marketing Hilo to this group of
What does a “heritage and arts”
traveler look for?
What is the context in which you must
compete for this person’s time?
What do you have to sell?
How do you improve your product to
sell it to this market?
Examples of Desired Outcomes
Increased visitation (with decrease in
visitation by others?)
Changes in visitation patterns?
(Single visit, seasonality, etc.)
Increased use of underused
attractions? (what are they?)
Increased length of stay? (how long?)
What are the desired
outcomes from this traveler?
What does this traveler look
Perhaps a better question . . .
How will they go about the
process of choosing Hilo as a
A simple cost benefit analysis
The key to attracting visitors
People analyze the perceived cost of
a trip against the perceived benefit
and compare the result with other
options for spending their valuable
resources, most notably, time.
If you want to increase attraction
Increase the perceived benefit and/or
decrease the perceived cost as
defined by your target market!
But getting them here is not enough
Successful tourism is all about
attraction and holding power. It is also
about customer loyalty.
How do you get holding power and
Make sure you meet their
expectations for benefits and costs.
People will choose to come based on
their perception of the cost compared
to the benefit.
People will choose to come back
and/or to market the experience to
friends based on the actual cost
compared to the benefit.
Truth in marketing.
Don’t promise what you can’t deliver.
What do we need to know about the
What they consider benefit and what
they consider cost.
Let’s start by looking at the categories
or types of items they assess.
People make decisions based on
perceptions, which are in the form of
Marketing is about using everything at
your disposal to create a compelling,
accurate image that appeals to your
Where are we now?
You have defined the product
You have defined the market
You have determined how to make it
You have determined the basis for
your tool kit.
But what about reaching the market?
To market effectively
You need to determine where these
people are getting the information to
decide on and plan trips.
Do you know this?
Must build an information network,
beginning with marketing, that takes
them from the ultimate starting point
to the story point.
A key tool in that journey
A series of information strategies that
form a complete network.
Information is most likely to be used if
it offered at the point it is most useful.
The tip of the iceberg
Site specific orientation and
wayfinding to lodging
Site specific trip planning
Wayfinding to story site
Tell the story
Market the next story site
A good information network
Lowers the cost and increases the
The most cost effective tool you can
What Happens Now?
I process, explore, ponder, discuss
Present a summary of what I heard in
terms of the brand of the experience,
the actions for developing the product
and the actions for developing the
marketing of that product.