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

1. Positioning for Tourism Marketing 5th November 2009 Joggins Fossil Cliffs World Heritage Site

2. Objectives of this Workshop: To enable you to understand the difference between marketing and advertising. To make it possible for you to look at who your customers are and to develop a plan for promotion. To empower you to break the cycle of non-constructive advertising. To enable you to see how your business can fit in with the tourism product for the region

3. Marketing Vs Advertising You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. 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.

4. Marketing Its role is to match the right product or service with the right audience by: Designing products and services to meet customer needs and wants. Identifying business objectives and developing marketing efforts that fit Focusing on those people most likely to buy their product rather than the entire mass market

5. “I don't know the key to success, but the key to failure is trying to please everybody.” Bill Cosby

6. Marketing for Tourism Tourism marketing is unusual in as far as the consumer comes to the product and not vice versa. There is also a large ‘intangible’ aspect to tourism – Experience It would be unusual for one business to provide all of the activities and facilities tourists want and need. 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. Do not be afraid to not promote a local business, which does not fit with your own levels of quality.

7. How do most tourism businesses market themselves? The “Piñata” approach Blindfold no idea who their visitors are No planned approach Using wide sweeps and lots of aggression Last-minute advertising “bargains” aren’t usually a “bargain” Cons: Lots of energy, time and money often for little reward

9. Trying to outsmart “competitors”

10. Pieces are fixed in their movementsCons: Competitive, working alone

11. How should tourism businesses market themselves? The “Tree Climb” approach Strategic and slow All movements planned and executed Can limbs support you? Best fruit is at the top! More fun when you work together Next time you climb it will be easier because you will know that tree.

12. Market Segments – your visitors Market segments used to be identified in a number of different ways (demographics): Geographic -location of residence (origin) Social - age, family status and education Economic - equipment ownership, income levels and price expectation Lifestyle - activities, interests, opinions and expectations of quality 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.

13. Identifying your market - Traditional Who are your visitors? (age, single, couple, over 50s etc.) When do they come?(spring, weekends, during festivals) What Experience are they after?(tangible and intangible) Where are they from?(local area, domestic, international) Why do they travel?(break from work, family time etc. ) How do they travel?(hitchhike, hire car, train, 1st class)

14. The 9 EQs (Explorer Quotients) Targeting “Inner Motivations” Reluctant Travellers: 1.Gentle Explorer 2.Virtual Traveller Escapists: 3.No-hassle Traveller 4.Rejuvenator Enthusiastic Indulgers: 5.Free Spirit 6.Personal History Explorer Learners: 7.Authentic Experiencer 8.Cultural History Buff 9.Cultural Explorer Remember that Experience is individual and five people can have five different experiences of the same place The top three for Nova Scotia have the highest propensity to spend

15. Canadian Tourism Commission Survey http://equs.canada.travel

16. Nova Scotia’s Top Three Authentic Experiencer Avoid “tourist traps” Travel Focus: beauty & natural environments Cultural Explorer Loves to go “off the beaten track” Travel Focus: fascinated by history & wants to be a local Free Spirit Seek luxury travel Travel Focus: all about me (bragging rights)

17. Group Exercise 1 Scatter Card Exercise Experience is a critical connection and something must touch at least two of the five senses to be considered an Experience Identify the (What) Experiences for your region. Which of the (Who) EQs would they appeal to? Which of the markets is most lucrative? Feedback to group

18. Positioning One important aspect of tourism marketing is developing a Positioning Statement. Your Marketing Plan will likely be inspired by your Positioning Statement What is a Positioning Statement? A brief paragraph, which encompasses your business, organisation or destination and sets the mood for marketing tools Succinct and honest and must be emotive

19. Three Elements of Positioning Made of three key elements: Attributes of business/destination Emotive expression Brand Personality Made up of key words, which are selected for their relevance to business/destination and its target markets

20. “Keeping it Real” Dig down deep to get to the truth behind your business/destination – face reality before your visitors do Develop a positioning statement that is honest Talk to your visitors and your non-visitors Always refer to your positioning statement when faced with advertising choices, business changes and plans for the future Don’t be afraid to re-position

21. Nova Scotia Tourism Brand Attributes include: Old world charm New world pulse Shaped by the sea The spirit of our people Visitors will feel: Delighted Captivated Grounded Fulfilled Defined Brand personality as: Spirited Affable Salt-of-the-earth Proud

22. Nova Scotia Positioning Statement “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.” (Nova Scotia Tourism Plan 2009) http://novascotia.com/en/home/aboutnovascotia/default.aspx

23. Does it work? Is it memorable, motivating and focused? Does it provide a clear, distinctive and meaningful picture of the destination, that differentiates it from the competition? Can the brand own it? Is it credible and believable? Does it enable growth? Does it serve as a filter for destination decision making?

24. Group Exercise 2 List the Attributes, “Emotives” and Brand Personality of your region Devise a Positioning Statement based upon these three elements, which fits with the markets you identified in exercise 1.

29. Australia

31. Belfast http://www.youtube.com/watch?v=_Kpz6KGF1UE Scotland http://www.youtube.com/watch?v=3lbz03AP44c&feature=PlayList&p=247CC493A37FD34B&playnext=1&playnext_from=PL&index=8 Who got it right?

32. Conclusions Set time aside to develop a plan Involve others – your thoughts are biased Do research – look at other adverts and marketing plans Speak to other operators Be honest Don’t try to please everyone Position Yourself to get the best ROI Analyse and re-position if necessary