How to Break Through a Sea of Sameness
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As individuals we’re taught to be self-aware. It’s equally important to apply this to our brands. For many brands this process begins with research. Data is everywhere and easy to acquire, but using it to drive growth and return on investment can feel out of reach. In this session, Leah Chandler of Discover Puerto Rico, will share how she is navigating through a sea of data noise to identify Puerto Rico’s perception issues and preparing for a remarkable takeover story.
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How to Break Through a Sea of Sameness
- 2. https://www.youtube.com/watch?v=EHRXawLL-CIhttps://www.youtube.com/watch?v=EHRXawLL-CI Can we embed this video here?
- 11. VISA VUE WEBSITE USABILITY WEBSITE PERSONA BRAND PERCEPTION CREATIVE MESSAGING GAP STUDY GOOGLE ANALYTICS FACEBOOK INSIGHTS
- 13. LET’S PLAY GUESS THAT DESTINATION
- 14. LET’S PLAY GUESS THAT DESTINATION HOW DO CONSUMERS DECIDE?
- 15. AS MARKETERS, HOW DO WE BEAT THE GAME? BERMUDA MEXICO DOMINICAN REPUBLIC
- 16. POWERPOINT INFORMATIONAL SLIDE SECONDARY TITLE INFORM ATION POWERPOINT INFORMATIONAL SLIDE SECONDARY TITLE INFORM ATION WELCOME TO WWW.ANYBEACH.COM
- 17. THANKS TO THE RESEARCH WE KNOW HOW Source: SMARInsights, 2018 Brand Perception Study Brand Health Research evaluated: • How the island is perceived among competitive set. • Which messages are most motivating & drive interest. • Best geographic and demographic targets. Discover Puerto Rico conducted research in July. More than 4,100 interviews in potential target markets across the U.S. and in two international markets. MARKET COMPLETED INTERVIEWS NYC 517 Dallas 507 Chicago 510 Philadelphia 506 Miami 504 Eastern USA 581 Madrid 501 Toronto 503 Total 4,129
- 18. INSIGHTS
- 19. INSIGHTS
- 20. WHEN YOU THINK OF VISITING PUERTO RICO, WHICH DESCRIPTIONS, EMOTIONS AND/OR EXPERIENCES FIRST COME TO MIND?
- 21. AMAZING BEACHES BEAUTIFUL SCENERY ARTS & CULTURE HURRICANE DAMAGE EXCITING FOOD CRIME WEATHER I DON’T KNOW WELCOMING HISTORY EASE TO GET TO TOO FAR TO TRAVEL TO NIGHTLIFE SHOPPING
- 22. INSIGHTS • Research establishes that there’s potential to differentiate Puerto Rico from the competitive set through authentic cultural product. • The personality of the island is colorful, beautiful, lively, authentic • The position that will drive increased interest leisure visitation should be built on charm authenticity while including beaches and natural attractions such as the rainforest and bioluminescent bay.
- 23. DESTINATION MARKETING NOT ONLY MOTIVATES TRAVEL, BUT HELPS DIFFERENTIATE EACH DESTINATION FROM ITS COMPETITORS
- 24. is currently positioned in the middle of of the competitive set. Consumers have the most familiarity with South Florida. 42% 27% 23% 17% 14% 11% 9% 5% 30% 29% 29% 29% 22% 15% 15% 9% 17% 26% 29% 32% 32% 29% 32% 23% 8% 13% 15% 18% 23% 32% 32% 44% 3% 5% 5% 5% 8% 12% 13% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% South Florida Caribbean Hawaii Mexico Puerto Rico Dominican Republic Costa Rica Colombia D E S T I N AT I O N FA M I L I A R I T Y I know a lot about this destination I know a fair amount about this destination I know a little about this destination I know very little about this destination I’ve only heard the name PUERTO RICO
- 26. With less familiarity and past visitation, the image of Puerto Rico’s product is middle of the road in relation to the competitive set. With many ratings around 100, Puerto Rico’s image is average. COMPETITIVE PRODUCT IMAGE PUERTO RICO CARIBBEAN COSTA RICA COLOMBIA DOMINICAN REPUBLIC HAWAII MEXICO SOUTH FLORIDA Has lots of natural, scenic beauty 99 108 104 96 95 114 93 96 Has excellent beaches 97 112 99 86 97 114 95 107 Has vibrant music 100 109 95 95 94 102 100 99 Is good for outdoor recreation 98 110 103 88 96 114 93 105 Is rich with cultural experiences 100 105 98 96 94 110 101 92 Is filled with history 101 102 94 98 94 107 104 93 Has lots of water sports 98 112 98 84 97 115 92 109 Has colorful arts and crafts 100 107 98 96 95 106 100 96 Has unique natural features such as rainforest and/or bioluminescent water 100 110 106 98 95 114 91 85 Has quality resorts and hotels 97 112 98 85 94 118 97 110 Allows me to relax and recharge 98 114 101 85 98 115 91 103 Is easy to get to 102 107 95 84 95 81 103 116 Has unique restaurants 99 108 96 94 93 109 96 107 Has interesting architecture 101 106 93 99 93 101 102 98 Is affordable 103 102 100 96 101 80 103 100 Is family friendly 99 111 97 82 94 117 88 108 Has lots of unique festivals 100 106 97 98 95 104 98 101 Offers good customer service 98 111 99 89 96 114 92 106 Is easy to get around once you’re there 100 107 98 87 95 108 91 112 Has great shopping 98 110 94 93 91 109 95 115 Has good museums and attractions 99 102 97 96 93 109 98 107 Is known for beer, wine or spirit production 103 112 92 92 97 86 105 95 Is safe 99 111 103 79 93 129 74 112
- 27. COMPETITIVE PRODUCT IMAGE In addition to product image, consumers have formed an image of a destination’s personality. PUERTO RICO CARIBBEAN COSTA RICA COLOMBIA DOMINICAN REPUBLIC HAWAII MEXICO SOUTH FLORIDA Colorful 98 108 102 95 96 110 97 99 Beautiful 98 111 104 96 96 116 90 99 Lively 99 109 96 95 94 108 96 105 Authentic 100 105 99 97 95 110 97 94 Vibrant 98 110 100 94 94 112 93 103 Welcoming 99 110 100 88 97 116 89 102 Adventurous 98 108 107 100 97 112 95 95 Free-spirted 99 111 102 95 96 109 91 102 Relaxed 98 116 100 87 98 115 89 101 Exciting 97 110 104 96 95 116 93 102 Exotic 97 112 110 100 100 119 89 89 Original 99 106 102 96 94 114 95 98 Charming 99 112 101 93 95 115 90 97 Refreshing 97 115 105 90 97 119 89 101 Artistic 99 108 98 96 92 109 97 101 Traditional 101 98 97 98 98 107 101 96 Enchanting 97 115 105 96 95 122 88 96 Peaceful 98 117 106 86 98 122 82 96 Wholesome 99 109 103 91 98 119 87 99 Cozy 98 111 103 93 100 110 90 101 Rustic 102 97 105 102 103 98 99 85 Overcrowded 99 96 88 94 99 100 110 117 Luxurious 94 119 99 90 94 130 87 114 Innovative 97 109 100 98 96 118 89 110 Sophisticated 96 111 98 94 98 120 87 113 Boring 102 88 101 104 111 83 101 102
- 29. PUERTO RICO PERSONALITY IMAGE This existing personality, combined with improvements and messaging on the island’s product, would likely drive consumer interest and visitation to Puerto Rico. STRENGTHS = RATINGS > 3.7 WEAKNESSES = RATINGS < 3.5 PERSONALITY WEAKNESSES PUERTO RICO Exotic 3.47 Original 3.46 Charming 3.44 Refreshing 3.43 Artistic 3.41 Traditional 3.37 Enchanting 3.34 Peaceful 3.29 Wholesome 3.11 Cozy 3.10 Rustic 3.07 Overcrowded 3.03 Luxurious 2.95 Innovative 2.94 Sophisticated 2.85 Boring 1.96 PERSONALITY STRENGTHS PUERTO RICO Colorful 3.89 Beautiful 3.84 Lively 3.75 Authentic 3.72
- 31. DESTINATION SLOGANS Consumers were given the existing slogan for Puerto Rico and a number of competitors – minus the logo and destination name – and asked which destination used each slogan. Except for “A World of Its Own,” consumers indicated all the slogans most fit with the Florida Keys. As the Puerto Rico DMO looks to build its identity, there is not much equity in the See Puerto Rico branding. The “See” slogan was identified as a fit for other destinations more often than Puerto Rico. Costa Rica 12% 19% 11% 22% 18% 22% Colombia 11% 12% 5% 12% 11% 7% Dominican Republic 13% 15% 10% 17% 12% 13% Mexico 18% 15% 21% 15% 18% 10% PUERTO RICO 15% 14% 15% 15% 16% 14% Florida Keys 31% 25% 37% 20% 24% 34%
- 32. POSITIONING PUERTO RICO &THE CONFUSION SURROUNDING OUR BRAND
- 33. POSITIONING PUERTO RICO The information on the overall image, personification, perceptual mapping and the specific pictures that appeal to visitors provides the context for identifying the best way to position and brand Puerto Rico. Puerto Rico has potential to build on a differentiated position as the destination that offers culture & authenticity. The challenge is that the other findings (the perceptual map, the visual images most likely to promote interest, and reactions to the promotional statements) provide mixed messages: The perceptual map suggests that moving toward the Luxury Beach quadrant would increase interest. The following personality and image statements are the best to promote to increased interest in the destination: • ENCHANTING • EXCITING • SOPHISTICATED • REFRESHING • LUXURIOUS • HAS EXCELLENT BEACHES • HAS GOOD MUSEUMS & ATTRACTIONS • The visual images that are appealing are a mix of naturally beautiful, luxury beach and more natural product. • The messages that resonated included rainforest, best beaches & bioluminescent bay The findings suggest the best option is to build on the image image of cultured and authentic & support it with more information such as the wealth of beaches and attractions such as the rainforest and bioluminescent bay.
- 35. THANK YOU