17. WHERE TO FROM HERE?
• Take advantage of information and marketing:
– Your country
– Your province
– Your association
• Ask your association to compile the top 3 markets
identified by Canada and the province
• Ask your association to share with you the top 3
marketing strategies being done.
• What are the consistent messages?
18. WHERE TO FROM HERE?
• Canada’s info:
• Tourism Intelligence Bulletins
• Global Marketing and Sales Plan 2011
19. WHERE TO FROM HERE?
30%
18%29%
23%
Nova Scotia Overseas Visitor
Markets 2010 UK
Germany
Other Overseas
Other Europe
20. WJERE O FROM HERE:
WHY and WHERE?
• Overseas Visitors to NS Staying in
Accommodations (%) compared to American
Visitors, by Type
• NS Tourism Strategy and Partnership Booklet
21. WHERE TO FROM HERE?
• Conclusion,
• there are loads of statistics being gathered for
you from all levels of government.
• There is promotion being made to wave the
“notice us” flag.
• IT IS ALL UP TO YOU. One person at a time.
22. KNOW THYSELF
• Do you keep your own statistics month by
month, year over year?
• Do you REALLY know your customer?
– Have you taken that registration information and
put it in a format that allows you to look at the big
picture?
23. KNOW THYSELF
• Have you taken advantage of the province’s
marketing questionnaire?
• Province NS Market Readiness- Know Your
Customers
24. LOOKING FORWARD
• Consumer Trends
– John Gerzema, Post Crisis Consumerism
– Forbes 2013 Consumer trends
– Business Insider
32. SERVILE
Turning your business into a lifestyle servant
focused on catering to the needs, desires and
whims of your customers, wherever and
whenever they are.
New and emerging markets 19Brazil, China (Cda has 3.9% of the market share) , India, Japan, Mexico, South KoreaJapan: Avgspend per trip $1491; avg stay14 nights; avgspend $111; 43.2% are UNDER the age of 35 (couldthis mean more time in lifetokeepthemcoming back/ experiential, adventurebasedopportunities?)Traditional and mature markets 31Australia, France, Germany, United Kingdom, United StatesUK: Avg spend per trip $1300; avg stay 14 nights; avg spend per night $96 (more than German $87); 45.3% age 45 and over (just leisure is 64.1%)
New and emerging markets 19Brazil, China (Cda has 3.9% of the market share) , India, Japan, Mexico, South KoreaJapan: Avgspend per trip $1491; avg stay14 nights; avgspend $111; 43.2% are UNDER the age of 35 (couldthis mean more time in lifetokeepthemcoming back/ experiential, adventurebasedopportunities?)Traditional and mature markets 31Australia, France, Germany, United Kingdom, United StatesUK: Avg spend per trip $1300; avg stay 14 nights; avg spend per night $96 (more than German $87); 45.3% age 45 and over (just leisure is 64.1%)
Accommodations: equal amount of US vs overseas stay in b&b; 49% of overseas stay with relatives/friends vs 27% USYOU Opportunity: get to know the relatives/friends; marketing to the local market. So when there is an overload or inconvenient “relative stay” they know who to ask.Reasons overseas folks visit: 28% visit family/friends and pleasure and same amount just pleasure. YOU Opportunity: don’t forget business 13%. Are you set up for making it easy for a business person? (could you iron a shirt for a meeting?)NS Tourism Strategy and Partnershp booklet outlines what needs to be done and supports available to you.
Home BoundHome Bound. Less discretionary money has forced many people stay close to home. John Gerzema notes that 72% of people trust what other people say about a brand vs 15% trust advertising.YOU opportunity- Get to know your neighbours.Promote your place to people in your community as a get away close by : a daytime event gets them in your place, makes them comfortable.When they make that last minute decision to get away or need a place for family/friends to stay when they visit, you are top of mind.http://www.forbes.com/sites/deancrutchfield/2013/01/03/4-consumer-trends-that-will-drive-marketing-growth-in-2013/
BACK TO BASICSThere is a tendency to save rather than use credit. John Gerzema calls this “liquid life”. Rejection of things considered flashy or unnecessary. We have heard the move to basic, organic food. It is moving to everything.People want to participate. They want to know where things come from.They want empathy, fairplay and justice.They are moving to Do It Yourself.There has been an increase in the use of libraries as people want to learn things.Europe people rent a small inn for the evening with friends, chef teaches a few how to prepare a meal which the leaners then serve and share with friends.YOU opportunity: Everyone in Canadian tourism is suggesting experiential vacations.What is YOUR OWN niche in rural NS. Normaway Inn = salmon fishing for years.
PRODUCT ME- Health and gaming are mobile’s top five drivers.People are looking for durability.Looking for ways to be sustainable and taking care of yourself.In the world of constant connectivity, people are valuing the short moments of disconnection. YOU opportunity: Health vacationWellness Vacation as “a getaway or retreat, planned with intent, to maintain, promote or kick start a healthful lifestyle32% massage; 28% nutrition and food, 24% physical activities, most mentioned, Yogahttp://www.traveltowellness.com/yoga_in_canada YOGA IN THE ATLANTIC PROVINCES• Yoga and meditation as well as reiki and massage are part of the spa package at Mystic Maples Bed and Breakfast in Nova Scotia’s Annapolis Valley.• Yoga classes, retreats and workshops are offered year-round at Kidston Creek Organic Farm and Yoga Centre in Centreville in Nova Scotia’s Annapolis Valley.• The Tatamagouche Centre, on the Northumberland Strait in Nova Scotia, offers a wide range of programs, including music, arts, spirituality and social justice as well as several yoga classes and workshops.• Kripalu yoga is the focus at Shining Bay Yoga Retreat on the ocean in East Dover, Nova Scotia. Operating from June to September only, a variety of retreats are offered, including one just for girls aged 9 to 16
SMARTPHONESWith the amplified role of connected consumers, there are implications for competing to get what we want, negotiating, collaborating and understanding others’ needs, caring for the common good and getting involved – all from our handhelds.Pervasive connectivity with social networks like Twitter and Pheed has created lightning fast word-of-mouth and emergent behavior.Gaming continues to be a trend.You Opportunity: Kathy Colaiacova has spoken with you already today about thoughts on social media..
Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service*. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.* Everyday great ‘customer service’ will of course forever be crucial: a 2011 American Express survey found that 70% of American consumers were willing to spend more with brands that provided a great service, and a whopping 60% thought brands weren’t thinking enough about the service experience.
Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service*. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.* Everyday great ‘customer service’ will of course forever be crucial: a 2011 American Express survey found that 70% of American consumers were willing to spend more with brands that provided a great service, and a whopping 60% thought brands weren’t thinking enough about the service experience.
Completely connected, they also expect the best of the online world – instant information and immediate gratification – to be built-in to their offline experiences.A SERVILE business do as they're told ;-)
a survey by research company Datamonitor found that 44% of consumers across 14 countries now say that it’s difficult to manage their daily obligations and find time to relax. no choice but to satisfy consumer demand for instant gratification and ultra-convenienceA SERVILE Business cut to the chase, and save their customers time. In any possible way.
With consumers increasingly turning to (and trusting) other consumers, brands can no longer expect to be able to craft or control their image. People rely heavily on recommendations from users of your business (eg Trip Advisor) Another reason to be SERVILE and put the needs of your customers above your own.
Letting customers try things first- a Chevrolet car dealership sent “rescue drive” to people that called for a tow truck.Letting customers try things first
London department store Harrods also launched a free Chinese language smartphone app, offering shoppers functions such as an interactive guide to the store, restaurant menus, and details on events taking place.YOU Opportunity- Could you have twitter feeds on your website of local event happenings? or emerging markets- translation, knowing french (the province has some help available fo this)Helping customers understand everything real-time
Being there when customers truly need you, even if they didn't realize it yetFor many residents of Quebec (Canada), property leases expire on July 1st. This makes it a popular moving day, and thus storage items such as cardboard boxes are in high demand. So last year, IKEA put up 2,000 cardboard posters around Montreal that could be assembled into moving boxes. The posters were printed with slogans that encouraged residents to take them home, and also included discounts on new furniture.YOU opportunity: Could your accommodations business offer yourself to local school exchange students to host a get together, giving coupons for discounted stays for visiting family members?
Making things more seamless for customersThe VIP Fridge Magnet from Dubai's Red Tomato Pizza allows customers to order their favorite pizza at the touch of a button. Members of the loyalty program were sent free magnets, which use a smartphone's Bluetooth functionality to connect to the Internet. Once customers have pressed the button on the magnet, the pizza is delivered to their registered addressYOU opportunity- along with diversify- can you arrange all the transportation logistics to get people to your place?
Passion SERVILE Service. Be genuine (Passion for what you do, knowledgeable about what you do/it rubs off)KNOW it: your industry, your community, your country, your guest.Do not let your ego get in the way of making money. Flip eggs, do laundry....Genuine….WHO would you hire to guide you? YOU Opportunity: Is your FACE on your website?YOU Opportunity: Lower occupancies give you more time to spend with guests- more time to make them feel like they KNOW you, that you become a “family/friends” piece of the market .
PLAN: Keep a picture of what success is to you in your head at all times and make sure the picture is large enough .See Canada Goose- making clothing in Canada is tough to do with lots of companies outsourcing. This article outlines the co that had a vision, set the pieces in place and pursued. Nova Scotia ‘s accommodation….SAFE. Let’s not underestimate Safety and genuine service as part of a good plan."if I just had more traffic to my website I would get more sales"Being able to be flexible and take advantage of tourism marketing opportunities is critical to your community's success. AND your success.Travel gives tourism stakeholders an important reminder of what good and bad service is.And, the cash. Have you done projections for your business? Sales, expenses and the expected monthly cash?Plan short, mid , long what repairs, upgrades need to be done and build that into your plan.Be strategic if you find success- don't get overzealous, put something away for the next tough spot.YOU Opportunity: Choose a consumer trend and see how you might plan to fit that in your business marketing
PERSISTENCE: Find your niche and work on it- do not let yourself get sidetracked chasing rabbits. Travel market is increasingly fragmented. In 1950's 88% of tourists from 15 identified spots. 2005 57%. Shows new tourism destinations including Singapore, Vietnam, Papa New GuineaIn tough economy, tourism is often last minute affairs. (I have a little money now and I need a treat) Local people who know others from away= are they not tourists?YOU opportunity: So you provide accommodation. What do you REALLY provide? You provide a safe place to stay? You provide a clean place to stay? You provide someone reliable to talk to about the area? You provide friendship?YOU opportunity: If stays are down,
PERSISTENCE: Find your niche and work on it- do not let yourself get sidetracked chasing rabbits. Diversify . Our province comes from this history. Fishermen who worked in the woods in the offseason. YOU Opportunity: Vineyards in France have grape growing/wine making as their first business; have accommodation as a diversification . If you are accommodation first, do you have other things you can do or things you are an expert in? Eg. You are always on call during tourist season, but with occupancy down it is a lot of “on call”. Is there something people in the community need that requires someone to be there all the time? (answer service for other small business?)Extreme example of a remote resort that took on helicopter service.
It will pay off 2011 American Express survey found that 70% of American consumers were willing to spend more with business that provided a great serviceIf you have a 6 cottages avg $130/ night = 780/ night max2000 45% occupancy rate 780 x 30 nights/month x 45% = $10,5302011 36% occupancy rate 780 x 30 nights/month x 36% = $8,424$150/night = $900/night max36% occupancy 900 x 30 nights/month x 36% = $9,720$160/night = $960/night max36% occupancy $960 x 30 nights/month x 36% = $10,3686 night stay cost to tourist $960 vs $780 is $180 more for knowing everything is perfect.
