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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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Presentation Transcript
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
Marketing Premise
  • A common approach
  • Used by many…from General Foods to General Motors
slide4

Marketing Premise

  • If we know our customers well enough
  • They can help plan our marketing for us
how we understand our customers
How We Understand Our Customers
  • Canadian Travel Survey
  • International Travel Survey
  • TAMS Study
  • Conversion Studies
  • Profile Surveys
consumer profile survey methodology
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
some key findings
Some Key Findings
  • Regional (NS, PEI)
  • Quebec
  • US
  • Ontario

4 Different Markets

example synopsis
Example: Synopsis
  • Older
  • Very high education
  • Non-family
  • Visiting for first time

US

Region

  • Much younger
  • High education (less extreme)
  • Family
  • Return visitors
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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
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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
implementing research findings
Implementing Research Findings
  • Develop creative
  • Test in focus groups
  • Obtain reaction…adjust creative
  • Implement in campaign
test in focus groups
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)...

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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
scenic drive profiles
Scenic Drive Profiles
  • River Valley Scenic Drive
  • Fundy Coastal Drive
  • Acadian Coastal Drive
  • Appalachian Range Route
  • Miramichi River Route