QA Research Presentations

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QA Research Presentations

  1. 1. Results from LBTB Campaign Research Nick Lynch QA Research May 2009
  2. 2. The Research • 4 main campaigns researched • 2,712 surveys completed • From 36,000 database • Online & tel questionnaire • Undertaken Jan/Feb 09 • Asked about 2008 overnight & day visits to Lancashire & Blackpool
  3. 3. The LBTB database of enquirers • LBTB database of enquirers has been built over many years & is added to every year • Important aspect of all campaigns is to nurture & convert these potential visitors • All the campaigns ‘pull’ from this database • Much of the communication is now online • The results from this research give us a important information on ... – WHO they are, – WHAT they do and like – HOW we can keep converting them into visitors
  4. 4. Who they are? • They are older: 71% over 45 yrs old, 44% over 55 yrs old • Have visited before: 74% – but is topped up every year with new enquirers generated from marketing activities • Good number of first timers in 2008 (1 in 10) • Live 99 miles away – visitors on average • 29% came with children
  5. 5. They like to visit Lancashire & Blackpool! 42% visited in 2008 on an overnight trip 57% 52% 46% 44% Night Time Short Breaks Country Taste Buzz Escapes Lancashire 08
  6. 6. They also ... Come on day visits from home: • 4 out of 10 visited for the day in 2008 • Took nearly 5 day visits in 2008 • Just over half of all overnight visitors also came on a day visit Planning on visiting again: • 29% had decided to overnight visit Lancashire & Blackpool in the future
  7. 7. What do they do? • Visit throughout the year; but Sept (24%) & Oct (23%) popular • Stay in all types of accommodation: – Large hotel - 26% – Small hotel – 23% – B&B – 20% – Caravan/camping – 12% • Over 1/3 source their accommodation from campaign material & website • They spend: £535 on trip with £253 on accommodation & £160 on food & drink
  8. 8. They like ... • Staying in (55%) & visiting (63%) Blackpool - but every area in Lancashire featured • Eating out (42%) and shopping (34%) • Using vouchers & special offers (17%) • Promotion of Lancashire food & drink (77%) • Visiting the LBTB website (77%)
  9. 9. A few impact numbers ... • 29,000 breaks taken in Lancashire & Blackpool in 2008 • Over 9,000 due to the campaigns • £1.3m generated for accommodation listed • The campaigns generated: – 200,000 bednights – £2.4m spent on accommodation – £1.5m on food & drink – £5m on overnight breaks • Return on investment (ROI): £1 campaign spend generated £38 on overnight visitor spend
  10. 10. Lancashire Taste 08 • Major campaign in 2008 • Nearly 13,000 enquirers or receivers of info • 44% visited on overnight & 49% on day visit • High frequency of day visits – 15 in 2008 • 2/3 felt the campaign did influence them to visit & generated: – 75,000 bednights – £428,000 spent on accommodation – £531,000 on food & drink – £1.7m on overnight breaks – £316,000 on day visits • ROI: £1 campaign spend generated £29 on visitor spend • 68% felt promotion of Lancashire food & drink would encourage them to visit in the future
  11. 11. So, we need to ... • Have a strong online presence (despite the older profile) • Feature a wide range of accommodation options • Not ignore the family market (nearly a third came with children) • Continue the food & drink promotion • Strengthen offers & vouchers • Continue effective targeted promotion of the unique Blackpool coastal offer e.g. Night Time Buzz • No forget the day visit market – even with overnight visitors! • Deepen the relationship with these core visitors thru CRM
  12. 12. Questions

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