2. ETAG conference - 25th January 2011 Edinburgh How your business can use market intelligence to get ahead, stay competitive and prosper 2

3. Market intelligence • Market intelligence enables you to understand your sector, your customers and your future potential. • Market analysis gives insight into the trends and consumer behaviour that will shape tomorrows’ markets. ...to get ahead, stay competitive and prosper 3

4. Why is it important for you? • Market and customer orientation – promote external focus • Customer retention • Better visitor interaction – improve the visitor experience • Identification of new opportunities and markets – e.g. identify new trends before competitors • Early warning of competitor moves – enable counter measures • Better market selection & positioning • Improves ROI: marketing, capex and more broadly. • Fuels innovation and improved decision making 4

5. Types of Market Intelligence and sources 1 • Visitor and staff feedback • - guest book, UGC, SurveyMonkey • - team meetings – ask when staff • say “No, sorry” • Visitor profiling • - ask your visitors: origin, motivation • e.g. www.pitmilly.co.uk • - published data 5

6. Types of Market Intelligence and sources 2 • Trends: • - business networks, internal, • Google analytics, Insights, TIS etc. • Markets and opportunities • Bigger picture – volume and value • News items and world events 6

7. Are you using intelligence? 7

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9. Who is using it? • Kingsfield Golf Centre • Carnoustie Golf Hotel – Chinese market 9

10. So What…? • Using seasonal/local produce • Dubh Prais • Amber at Scotch Whisky Experience • Shetland wildlife 10

11. Practical tips - using intelligence • Brainstorm with staff on issues • How do you react to trends of healthy eating, localism • Do you look at your competitors and comparators • Read about budget airline route, or the pandas- what does that mean to me? • Raise trend at industry meeting to investigate collaborative opportunities • Capital Group, Business Opportunities 11

12. Other resources • TIS workshop April 2011 • Tourism Innovation Fund • Tourism Innovation Workshop • Listening to our Visitors workshops • ETAG Business Opportunities series 12

13. Register Now! www.tourism-intelligence.co.uk 13