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The Basic Premise

The Basic Premise The better we can understand our customers The better we can develop what they are most interested in …(Product) The better our chances of finding more like them …(Marketing) Marketing Premise A common approach Used by many…from General Foods to General Motors

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The Basic Premise

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  1. The Basic Premise • The better we can understand our customers • The better we can develop what they are most interested in…(Product) • The better our chances of finding more like them…(Marketing)

  2. Marketing Premise • A common approach • Used by many…from General Foods to General Motors

  3. Marketing Premise • If we know our customers well enough • They can help plan our marketing for us

  4. How We Understand Our Customers • Canadian Travel Survey • International Travel Survey • TAMS Study • Conversion Studies • Profile Surveys

  5. Consumer Profile Survey Methodology • Carried out in 2001 • Collected names & telephone numbers from visitors in the province • Quota system by market • 5,000 telephone interviews when trip completed

  6. Some Key Findings • Regional (NS, PEI) • Quebec • US • Ontario 4 Different Markets

  7. Key Characteristics Demographics

  8. Percent Travelling With Children

  9. Percent First Time Visitors

  10. Percent Age 55+

  11. Percent Attended University

  12. Have Post Graduate Degrees

  13. Example: Synopsis • Older • Very high education • Non-family • Visiting for first time US Region • Much younger • High education (less extreme) • Family • Return visitors

  14. Their Trips

  15. Reserved All Nights in Advance

  16. Used Web For Information

  17. Activities of Interest

  18. Interest in Vacation Activities

  19. 5 Leading Activities

  20. 5 Leading Activities

  21. Seafood

  22. Saltwater Beaches

  23. Whale-Watching

  24. Historic Attractions

  25. Lighthouses & Covered Bridges

  26. Attitudes

  27. Vacation: Should Be Like Home Away From Home

  28. On Vacation: I Often Do Things “On the Spur of the Moment”

  29. It is Important to Go Somewhere New on Vacation Each Year

  30. Converting Activities To Trips Types or Themes

  31. Exploring/touring trips • Nature very important • High observation…low participation US Quebec • Destination trips • Attracted by beaches & Acadian environment • Long stays…high participation… open to new options

  32. Maritime trips • Looking for uniquely Maritime experiences • Mix of participation and observation Ontario Region • Short stay destination trips • Very high family • Most activity oriented market

  33. Implementing Research Findings • Develop creative • Test in focus groups • Obtain reaction…adjust creative • Implement in campaign

  34. Test in Focus Groups 1. See advertisement 2. Scan on Web 3. Call toll-free 4. Back to Web In depth discussion i.e: Trip Planning Process (Sample)...

  35. Guiding Principles • Understand your customers • Understand their attitudes and interests • Recognize these may differ by market • Translate knowledge to creative • Test creative • Implement in marketing

  36. Availability of Information

  37. Scenic Drive Profiles • River Valley Scenic Drive • Fundy Coastal Drive • Acadian Coastal Drive • Appalachian Range Route • Miramichi River Route

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