Positioning For Tourism Marketing


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Presentation for Nova Scotia SMEs, including examples of great destination advertising and those,which fell short.

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Positioning For Tourism Marketing

  1. 1. Positioning for Tourism Marketing<br />5th November 2009<br />Joggins Fossil Cliffs World Heritage Site<br />
  2. 2. Objectives of this Workshop:<br />To enable you to understand the difference between marketing and advertising.<br />To make it possible for you to look at who your customers are and to develop a plan for promotion.<br />To empower you to break the cycle of non-constructive advertising.<br />To enable you to see how your business can fit in with the tourism product for the region<br />
  3. 3. Marketing Vs Advertising<br />You will often find that many people confuse marketing with advertising or vice versa. <br />While both components are important they are very different. <br />Knowing and understanding the difference can go a long way to dispelling the myths of complicated marketing and advertising plans and also save you money.<br />
  4. 4. Marketing<br />Its role is to match the right product or service with the right audience by:<br />Designing products and services to meet customer needs and wants.<br />Identifying business objectives and developing marketing efforts that fit <br />Focusing on those people most likely to buy their product rather than the entire mass market<br />
  5. 5. “I don&apos;t know the key to success, but the key to failure is trying to please everybody.”<br />Bill Cosby<br />
  6. 6. Marketing for Tourism<br />Tourism marketing is unusual in as far as the consumer comes to the product and not vice versa.<br />There is also a large ‘intangible’ aspect to tourism – Experience<br />It would be unusual for one business to provide all of the activities and facilities tourists want and need.<br />It is therefore vital that tourism-related organisations and businesses work together to develop and promote tourism opportunities in their towns and regions to assure consistency and appropriate product for target markets.<br />Do not be afraid to not promote a local business, which does not fit with your own levels of quality.<br />
  7. 7. How do most tourism businesses market themselves?<br />The “Piñata” approach<br />Blindfold no idea who their visitors are<br />No planned approach<br />Using wide sweeps and lots of aggression<br />Last-minute advertising “bargains” aren’t usually a “bargain”<br />Cons: Lots of energy, time and money often for little reward<br />
  8. 8. How do other tourism businesses market themselves?<br />The “Chess player” approach<br /><ul><li>Planned and strategic, yes
  9. 9. Trying to outsmart “competitors”
  10. 10. Pieces are fixed in their movements</li></ul>Cons: Competitive, working alone<br />
  11. 11. How should tourism businesses market themselves?<br />The “Tree Climb” approach<br />Strategic and slow<br />All movements planned and executed<br />Can limbs support you?<br />Best fruit is at the top!<br />More fun when you work together<br />Next time you climb it will be easier because you will know that tree.<br />
  12. 12. Market Segments – your visitors<br />Market segments used to be identified in a number of different ways (demographics):<br />Geographic -location of residence (origin)<br />Social - age, family status and education<br />Economic - equipment ownership, income levels and price expectation<br />Lifestyle - activities, interests, opinions and expectations of quality<br />Customer profile was limited and lots of assumptions were made. Having the right information will enable you to decide how, when and where to market.<br />
  13. 13. Identifying your market - Traditional<br />Who are your visitors? (age, single, couple, over 50s etc.) <br />When do they come?(spring, weekends, during festivals) <br />What Experience are they after?(tangible and intangible) <br />Where are they from?(local area, domestic, international) <br />Why do they travel?(break from work, family time etc. ) <br />How do they travel?(hitchhike, hire car, train, 1st class) <br />
  14. 14. The 9 EQs (Explorer Quotients)<br />Targeting “Inner Motivations”<br />Reluctant Travellers:<br />1.Gentle Explorer<br />2.Virtual Traveller<br />Escapists:<br />3.No-hassle Traveller<br />4.Rejuvenator<br />Enthusiastic Indulgers:<br />5.Free Spirit<br />6.Personal History Explorer<br />Learners:<br />7.Authentic Experiencer<br />8.Cultural History Buff<br />9.Cultural Explorer<br />Remember that Experience is individual and five people can have five different experiences of the same place<br />The top three for Nova Scotia have the highest propensity to spend<br />
  15. 15. Canadian Tourism Commission Survey<br />http://equs.canada.travel<br />
  16. 16. Nova Scotia’s Top Three<br />Authentic Experiencer<br />Avoid “tourist traps”<br />Travel Focus: beauty & natural environments<br />Cultural Explorer<br />Loves to go “off the beaten track”<br />Travel Focus: fascinated by history & wants to be a local<br />Free Spirit<br />Seek luxury travel<br />Travel Focus: all about me<br />(bragging rights)<br />
  17. 17. Group Exercise 1<br />Scatter Card Exercise<br />Experience is a critical connection and something must touch at least two of the five senses to be considered an Experience<br />Identify the (What) Experiences for your region.<br />Which of the (Who) EQs would they appeal to?<br />Which of the markets is most lucrative?<br />Feedback to group<br />
  18. 18. Positioning<br />One important aspect of tourism marketing is developing a Positioning Statement.<br />Your Marketing Plan will likely be inspired by your Positioning Statement<br />What is a Positioning Statement?<br />A brief paragraph, which encompasses your business, organisation or destination and sets the mood for marketing tools<br />Succinct and honest and must be emotive<br />
  19. 19. Three Elements of Positioning<br />Made of three key elements: <br />Attributes of business/destination<br />Emotive expression<br />Brand Personality<br />Made up of key words, which are selected for their relevance to business/destination and its target markets<br />
  20. 20. “Keeping it Real”<br />Dig down deep to get to the truth behind your business/destination – face reality before your visitors do<br />Develop a positioning statement that is honest<br />Talk to your visitors and your non-visitors<br />Always refer to your positioning statement when faced with advertising choices, business changes and plans for the future<br />Don’t be afraid to re-position<br />
  21. 21. Nova Scotia Tourism Brand<br />Attributes include:<br />Old world charm New world pulse<br />Shaped by the sea The spirit of our people<br />Visitors will feel:<br />Delighted Captivated<br />Grounded Fulfilled<br />Defined Brand personality as:<br />Spirited Affable<br />Salt-of-the-earth Proud<br />
  22. 22. Nova Scotia Positioning Statement<br />“Nova Scotia is North America’s original maritime culture where visitors will be captivated by our culture of old world charm with a new world pulse, shaped by the sea and the spirit of our people.”<br />(Nova Scotia Tourism Plan 2009)<br />http://novascotia.com/en/home/aboutnovascotia/default.aspx<br />
  23. 23. Does it work?<br />Is it memorable, motivating and focused?<br />Does it provide a clear, distinctive and meaningful picture of the destination, that differentiates it from the competition? <br />Can the brand own it? <br />Is it credible and believable? <br />Does it enable growth? <br />Does it serve as a filter for destination decision making? <br />
  24. 24. Group Exercise 2<br />List the Attributes, “Emotives” and Brand Personality of your region<br />Devise a Positioning Statement based upon these three elements, which fits with the markets you identified in exercise 1.<br />
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  29. 29. Australia<br />
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  31. 31. Belfast<br />http://www.youtube.com/watch?v=_Kpz6KGF1UE<br />Scotland<br />http://www.youtube.com/watch?v=3lbz03AP44c&feature=PlayList&p=247CC493A37FD34B&playnext=1&playnext_from=PL&index=8<br />Who got it right?<br />
  32. 32. Conclusions<br />Set time aside to develop a plan<br />Involve others – your thoughts are biased<br />Do research – look at other adverts and marketing plans<br />Speak to other operators<br />Be honest<br />Don’t try to please everyone<br />Position Yourself to get the best ROI<br />Analyse and re-position if necessary<br />