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Use of Available Tourism Data for Marketing Research & Policy

Tyrone Clarke

Definition of Marketing
Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler, 1988,p.3) The management process responsible for identifying, anticipating and satisfying customers requirements profitably (CIM, 1984)

The need for meaningful Research


Before committing to the complexities and costs inherent in exporting our tourism services, it is absolutely essential that we undertake some degree of research to better understand the foreign markets that we will be competing in and the consumers to whom we will be selling. It is important that this research is meaningful; simply compiling statistics and other facts about a market without any purpose, is of limited value. Any information that we collect needs to be compared, interpreted and conclusions drawn. Our marketing research activities should be planned and practical exercises leading to specific decisions that drive our marketing strategies. There is a plethora of data available

Market research versus marketing research


Market research is about understanding the broader marketplace in which we intend to compete. Marketing research, on the other hand, is about understanding what 'package' of marketing elements (i.e. the product, price, promotion and distribution factors) the country will need to put together in order to meet customer needs and to succeed in the marketplace. Market research is the more encompassing/broader concept of understanding the market environment in which you will be competing, while marketing research is the more specific/focused view of consumer needs and behaviour.

Gaining an Information Advantage


In its role as the foundation of marketing, marketing research is arguably marketings most important task. Today marketers not only view research as a key ingredient in making marketing decisions they also consider information to be a critical factor in gaining advantage over competitors. Because organizations recognize the power information has in helping create and maintain products that offer value, there is an insatiable appetite to gain even more insight into customers and markets. Marketers in nearly all industries are expected to direct more resources to gathering and analyzing information especially in highly competitive markets. In conducting our research we also test concepts against our competitors in order to gain further insights as to what sets us apart and play to those strengths

Cost Implications
While research is key to marketing decision making, it does not always need to be elaborate to be effective. Sometimes small efforts, such as doing a quick search on the Internet, will provide the needed information. However, for most marketers there are times when more elaborate research work is needed and understanding the right way to conduct research, whether performing the work themselves or hiring someone else to handle it, can increase the effectiveness of these projects.

Marketing Decision Types of Research


Target MarketsProductDistribution Promotion sales, market size; demand for product, customer characteristics, purchase behavior, customer satisfaction, website traffic product development; package protection, packaging awareness; brand name selection; brand recognition, brand preference, product positioning distributor interest; advertising recall; advertising copy testing, sales promotion response rates, sales force compensation, traffic studies (outdoor advertising), public relations media placement price elasticity analysis, optimal price setting, discount options competitive analysis, legal environment; social and cultural trends company image, test marketing

Pricing External Factors Other

E/D Card
The E/D card is a rich source of data for tourism purposes. Serving both the operational and policy aspects of the tourism industry. The Caribbean is in an advantageous position compared to larger countries who utilize passenger surveys to estimate tourist counts versus the Caribbean where our data is virtually census data.

E/D Card
Every permutation of data from the E/D card is useful. Apart from the tourists count, this data can be used for marketing purposes

E/D Card
Today regional governments heavily subsidize airline carriers into the region. Therefore it is imperative that governments understand the implications of their investments Data from the E/D cards can aid in determining this kind of investment
Airline load factors Occupancies for hotels

E/D Card
Following trends from the E/D cards can also guide in the development of supply in terms of room stock. i.e if there is a heavy leaning towards a particular type of product then countries can invest in this type of product

Survey Data
Types of surveys
Visitor Exit Surveys Travel agent surveys Delphi pannel Hotel Registration information

The New Technology


The Blogs (trip advisor) can also provide a rich source of data for both the private sector as well as government agencies. The private sector can use the feedback from these sites to improve on product deficiencies Government can use this information as a feedback mechanism to ensure that product offerings are consistent with where the country promotes itself In addition, rich content for advertising can come from this unsolicited source of data

The New Technology


The internet has facilitated competitive analysis which would have been very difficult years ago. Tour operator /travel agent websites, airline websites, travel sites all provide competitive analysis on where countries are currently trading compared to other destinations. Monitoring these sites consistently can also provide insight as to the state of the market at over time i.e a plethora of special promotions in the market would suggest difficult times for destinations and can trigger further market stimuli on the part of the destination

Target Markets
UK total population 60.9 million USA population 305 million Canada population 33 million CARICOM population 16 million China population 1.3 billion

Defining the target Market


We have used segmentation studies in all our major markets USA- PRIZM UK ACORN CANADA PRIZM EUROPE in process CARICOM basic data

Segmentation Analysis
Addresses four fundamental marketing questions
Who are the target you want to reach? What are they like? Where do they live? How can we reach them most cost effectively?

PRIZM ANALYSIS
The strategy for identifying our marketing targets is based on two tried and true observations
The customers of our product are existing customers Birds of a feather flock together

PRIZM ANALYSIS
Methodology
Data Collected from E/D cards Names and addresses of all USA customers All duplicates removed from dataset All VFR travelers removed from dataset Total unique households

Who are the targets


US visitors are predominantly upscale and live in neighborhoods that run the gamut from urban to rural 66.4% of all US visitors fall within 40% of US base household count (first 2 quintiles)
42.6 % of US visitors fall into first quintile (20% of total) Second Quintile contains 23.9% of all USA visitors to Barbados

1.63 times as likely to reach our target audience within this group

Game Plan Categories


Expansion Core Index 100 o NonTarget Conversion

Game lan Categories: US Visitors 1.61% p y Core. There is a large proportion o customers in these clusters and households are more likely than average to be customers. y Expansion. Households in these clusters are more likely to be customers, but there are not many o them in either the customer population or the base population. y Conversion. Conversion clusters contain a signi icant proportion o customers; however, they represent an even larger proportion o the base population. There ore, indices suggest they are less likely than average to be customers. ince these clusters represent a signi icant portion o total customers, they do have potential. However, because o their under representation with respect to the base population, there are many households that have not been reached yet. Target marketing strategies designed speci ically or these clusters may attract or convert non-customers into the Core group. NonTarget. NonTarget clusters account or a small proportion o customer households, and indices suggest they are less likely than average to be customers. These clusters may require urther analysis or classi ication due to their small numbers.

Percent of

US Visitors
Tar et ate ry Number f lusters Perce t f Base H useh lds 37. 7 .48 .7 49.58 Perce t f US Visit rs 2.9 .5 . 24.49 I de

re E a si ersi ar et

7 2 4 39

88 3 94 49

Tourism Authoritys-US Visitors Target Groups


Percent of

16% 35% 12%

17%

Non target

Percent of ase ouseholds

7%

6%

6% 11%

Young Professionals

63%

Non target

Young

r an

7%

ix

Older

pper-mid

Per ent f e ehol Older ealt ouples ealt idlife amilies Young Professionals Older pper-mid ix Young r an ix Non target

% Comp .53 6.1 5.99 11.19 7.33 62.86

Househol input 4,765, 4,449,718 4,372,342 8,160,246 5,350,296 45,856,109

ealthy

idlife amilies

Older

ealthy ouples

8%

Young

r an

157 110 55

12%

ix

.8 . . 17. 8. .87

Young Professionals Older pper-mid ix

Percent f isit r Older ealt les ealt idlife amilies Y ng Pr fessi nals Older er-mid ix Y ng r an ix Non target

Index

ealt

idlife amilies

isitor

Older

ealt

ouples

ix

CORE GROUP
S isitor Anal sis 2000-2004 % Co p 6. . 0 .0 . 0 .0 .61 6.61 .0 . 6 .1 .1 .1 1. 0 1. .66 1. 1 . . 64.18

Social Gro p S1 S1 S1 U1 T1 S1 U1 S T1 1 T1 1 S S U1 U1 U1 U

Lifestage Gro p M1 F1 Y1 Y F1 F1 M1 Y1 M1 M1 Y1 Y1 M M Y M F Y

Cl ster 1

10 11 1 1 1 16 6 1

Nickna e Upper rust Blue Blood states Movers & Shakers Young Digerati ountry Squires Winner's ircle Money & Brains xecutive Suites Big Fish, Small Pond Second ity lite od's ountry Brite lites, Li'l ity e mpty ests Pools & Patios Bohemian Mix The osmopolitans American Dreams Urban Achievers TOTAL

ase o se ol s % Co p . 1 1. 0 . 1. . 1. . 1. .0 1. 6 1. 1. 1. 6 1.6 .6 1.6 . 0 . 36.31

In ex 0 0 0 1 1 6 1 1 1 0 166 10 11 11 1 11 116 10 177

Expansion
Social ro T1 ifestage ro l ster 0 ick a e ast-Track amilies ase o se ol s o 0. 0.84 S isitor al sis 2000-2004 o 0. 0.94 I e 11 113

Social Gro p 1 S S T U

ifestage Gro p

Y1 M M

Cl ster 1 1 1

Nickna e Up ard Bound Kids & ul-de-sacs ome S eet ome Traditional Times Urban lders

ase o se ol s % Co p .0 .0 . 1. 1. 10.19

S isitor nal sis 2000-2004 % Co p 1. 1. 1 1. 1. 1. 8.93

In ex

6 88

Forming Target Groups


Nickname Upper Crust Movers & Shakers Big Fish, Small Pond Older Wealthy Couples Blue Blood Estates Country Squires Winner's Circle Fast-Track Families Wealthy Midlife Families Young Digerati Bohemian Mix Executive Suites Young Professionals Money & Brains God's Country Second City Elite The Cosmopolitans New Empty Nests Pools & Patios Older Upper-mid Mix American Dreams Brite Lites, Li'l City Urban Achievers Young Urban Mix Base Households Count % Comp 1,613,101 2.21 1,672,033 2.29 1,4 0, 65 2.03 4,765,999 6.53 1,024,34 1,736, 30 1,077, 3 610,702 4,449,718 1,30 ,793 1,919,575 1,143,974 4,372,342 2,136,713 1,402,639 1,13 ,957 1,1 3, 71 1,063,372 1,234,694 8,160,246 2,115,6 6 1,455,404 1,779,206 5,350,296 1.40 2.3 1.4 0. 4 6.10 1.79 2.63 1.57 5.99 2.93 1.92 1.56 1.62 1.46 1.69 11.19 2.90 1.99 2.44 7.33 US Visitor Analysis 2000-2004 Count % Comp %Pen Index 12,047 6.37 0.75 2 9,545 5.05 0.57 220 7,111 3.76 0.4 1 5 28,703 15.18 0.60 232 7,179 9,5 3 4,942 1,7 2 23,486 9, 2 , 1 3,912 22,558 12,496 6,032 4,130 3,615 3,21 3,692 33,183 6,379 4,125 4,702 15,206 3. 0 5.07 2.61 0.94 12.42 5.20 4.66 2.07 11.93 6.61 3.19 2.1 1.91 1.70 1.95 17.55 3.37 2.1 2.49 8.04 0.70 0.55 0.46 0.29 0.53 0.75 0.46 0.34 0.52 0.5 0.43 0.36 0.31 0.30 0.30 0.41 0.30 0.2 0.26 0.28 270 213 177 113 204 290 177 132 199 226 166 140 11 117 115 157 116 109 102 110

Target groups were formed by selecting those clusters that indexed above (100+) and grouping those with similar demographic and socio economic characteristics.

Target groups account or 6 o all visitors to the island and o the household counts

O ld e r W e a lt y C o p le s
! !    1 1 1 4 4 4
L ife sta g e G ro p M1 Y1 M1 a se o se ol s % Co p . 1 . .0

TOTAL

6 .5 3

1 5 .1 8

1 ) O l d e r W e a l t y C o p l e s a r e p r e d o m in a n t ly m id d le - a g e d a n d o ld e r m a r r ie d c o u p le s liv in g in e x p e n s iv e , s in g le - u n it h o m e s . T h e r e is a s o m e h a t h ig h e r t h a n a v e r a g e A s ia n r e p r e s e n t a t io n in t h e s e h o u s e h o ld s . T h e s e c o m fo r ta b le c o u p le s t e n d to b e c o lle g e- e d u c a t e d , o ft e n it h a d v a n c e d d e g r e e s , a n d h o ld h it e- c o lla r o c c u p a t io n s it h h ig h in c o m e s . T h e m e d ia n h o u s e h o ld in c o m e fo r t h is t a r g e t g r o u p is $ , 0 . O ld e r W e a lt h y o u p le s e n jo y t r a v e l, a n d a r e lik e ly t o b e m e m b e r s o f a n y fr e q u e n t f ly e r p r o g r a m . W h e n t r a v e lin g a m p s h ir e , o r d o m e s t ic a lly , t h e y a r e lik e ly t o u s e o n t in e n t a l A ir lin e s a n d v is it M a in e , e V e r m o n t . I n t e r n a t io n a l t r a v e l d e s t in a t io n s lik e ly in c lu d e u r o p e a n c o u n t r ie s s u c h a s S p a in , P o r t u g a l, I r e la n d /U K , F r a n c e , o r I t a ly .

C o p le s a r e a ls o . . . O l e r W e a lt M o re L ik e l to ...

L ess L ik e l

to ...

a v e o u s e h o l d In c o m e $ 0 0 , 0 0 0 + a v e a o m e V a l u e d < $ 0 ,0 0 0 a v e B I $ 0 0 ,0 0 0 + B e a n In c o m e B e l o P o v e r t y F a m il y a v e a o m e V a l u e d $ 1 , 0 0 0 ,0 0 0 + L iv e in a M o b ile o m e o r T ra iler a v e a P r o fe s s i o n a l S c h o o l D e g r e e a v e o V e h i c l e s in th e o u s e h o l d ave 00 o u s e h o l d W e a l th $ 1 , 0 0 0 ,0 0 0 + a v e O n l y a n l e m e n ta r y S c h o o l d u c a t i o n B e l o n g t o a o u n tr y l u b a t a t S h a k e y s , W h a t a b u r g e r , o r P i z z a In n B u y T e n n is q u ip m en t a t a t h e c k e r s , M a z z i o s , o r o d fa t h e r s P i z z a ru ise on R o ya l a r ibbe a n R en t or B u y a M u sic V id eo T a p e o n tr i b u t e $ 0 + t o P B S a Y e a r B e a F a n o f T r u c k R a c in g / P u ll s B elon g to an A r ts A ssocia tion a t a t S o n i c , R a l l y s , o r a p t a in D s * B I : ff e c t i v e B u y i n g In c o m e . R e f e r s t o a ft e r- ta x in c o m e .

(& ## &&#

% $ ( ( %$

51

P R IZ M N E C l ste r s 1 U p p e r ru st M o v e r s & S h a k er s B ig F ish , S m a ll P o n d

$ # '# # # #   

S oc ia l G ro p S1 S1 T1

S isitor A n a l sis 2 0 0 0 -2 0 0 4 % Co p 6. .0 . 6

S isitor A n a l sis 2000 -2004 In e x 0

2 4 9 8 1

"

14 1

' $ 4 1 1 1 1 1 9 9

232

W e a lth y M id life F a m ilie s


ife sta g e ro 1 1 1 a se se ol s o 1. 0 . 1. 0. 6 .1 0

1 2 .4 2

2 ) W e a l t h y M i d l i f e F a m i l i e s a r e p r e d o m i n a n t l y m i d d le - a g e d ( ) m a r r ie d c o u p le s w it h c h i l d r e n l i v i n g i n e x p e n s i v e s i n g l e - u n it h o m e s . T h e s e a l u e n t h o u s e h o ld s h a v e a s l i g h t l y s i a n r e p r e s e n t a t io n . d u lt s i n t h i s g r o u p t e n d t o h a v e e a r n e d b a c h e lo r h ig h e r t h a n a v e r a g e a n d g r a d u a t e d e g r e e s a n d h o ld a v a r i e t y o w h it e - c o l l a r o c c u p a t io n s w it h h i g h i n c o m e s . T h e , 1 . W e a lt h y id l i e a m i l i e s m e d i a n h o u s e h o ld i n c o m e o r h o u s e h o ld s i n t h is g r o u p i s $ t r a v e l r e g u la r l y a n d a r e l i k e l y t o b e m e m b e r s o e lt a o r ir s r e q u e n t l y e r p r o g r a m s . T h e ir l a s t t r ip w a s l i k e l y t o h a v e b e e n d o m e s t ic t r a v e l o r b u s i n e s s p u r p o s e s a n d t h e y t e n d t o t r a v e l b y a i r p l a n e o n d o m e s t ic b u s i n e s s t r ip s t h r e e o r m o r e t i m e s a y e a r .

W e a lt ore

i life F a ik e l to ...

i lie s a r e a ls o ... ess ik e l to ...


iv e in a u lti - n it tr u c tu r e H ave a H om e a lu e d $ 0 ,0 0 0 e a n In c o m e e lo w o v e r t y a m ily Have I $ 1 ,0 0 0 e a e n te r

w n a C r o s s C o u n tr y k i a c h in e at at r th u r T r e a c h e r o r a llys T ravel o m e s ti c a lly o n C o n tin e n ta l ir lin e s ta y a t a o te l 6 o n a c a tion en t a e h ic le r o m H e r tz o r N a tio n a l u y r o m H N /Q C / th e r u y occer q u ip m en t x p e c t to a r r y in th e N e x t ear at at oy og ers la y ny o tte r y 1 T im e s a W e e k * I: e c tiv e u y in g In c o m e . e e r s to a te r - ta x in c o m e .

x w

wv

v w v w

Have I $ 0 0 ,0 0 0 H a v e H o u s e h o ld In c o m e $ 0 0 ,0 0 0 H ave a H om e a lu e d $ 0 0 ,0 0 0 -$ 0 0 ,0 0 0 iv e in a H o m e u ilt 1 arch 0 0 e m p lo y e d in th e an a g em en t o a C o m p an y

h pp h pb b

i g i g ih b g

GXtu t

be e e e

H x y x

PRI l ste r s lu e lo o d s ta te s C o u n tr y q u ir e s 6 W in n e r s C ir c le 0 a s t- T r a c k a m i l i e s

a SY

s g b p q i h IU E T

IF

S o c ia l ro 1 T1 1 T1

is ito r a l s is 2 0 0 0-2 0 0 4 o . 0 .0 .6 1 0.

is ito r a l s is 2 0 0 0-2 0 0 4 I e 0 1

YX V

YX W V

IU E T S R F Q P

IF

e e b r f q d c c b F E DC BA w v wv v v w x wv v w

1 11

204

Y o u n g P r o f e s s io n a ls
jp f o n m g l k
ess
ife sta g e ro a se o se o l s o 1. 1. .6 isito r a l sis 2 0 0 0-2 0 0 4 o . 0 .0 .6 6 S

1 1

5 .9 9

1 1 .9 3

199

) s in g le s a n d c o u p le s liv in g in 3 ) Y o u n g P r o f e s s i o n a l s a r e p r e d o m in a n t ly y o u n g e r ( m u lt i- u n it h o u s in g , o t e n in u r b a n a r e a s . H o u s e h o ld s in t h is g r o u p a r e t h r e e t im e s a s lik e l y a s averag e to be s ia n a n d h a v e a s l ig h t ly h ig h e r t h a n a v e r a g e H is p a n ic r e p r e s e n t a t io n . T h e s e y o u n g , w h it e - c o lla r w o r k e r s t e n d t o h a v e b a c h e lo r a n d a d v a n c e d d e g r e e s a n d e a r n u p p e r . oung m id s c a le in c o m e s . T h e m e d ia n h o u s e h o ld in c o m e o r t h is g r o u p is $ 6 , 6 r o e s s io n a ls a r e lik e ly t o b e m e m b e r s o C o n t in e n t a l o r n it e d ir l in e s r e q u e n t l y e r p r o g r a m s a n d t r a v e l in t e r n a t io n a l l y b y r a ilr o a d . T r a v e l d e s t in a t io n s t e n d t o in c lu d e s ia , I t a ly , a n d r a n c e .

g P r o f e s s i o a l s a r e a ls o . . . Yo o re ik e l to ...

ik e l

to ...

ir lin e s

u y a tin o r Ja z z u sic u y a T ravel ook T r a v e l I n t e r n a ti o n a l l y o n C o n tin e n t a l H a v e a ib e r a l u tlo o k x e r c i s e a t a C lu b

ccu p .

s e C e llu la r n e o r C e ll h o n e er v ic e u y r o m H a r d e e s , G o l d e n C o r r a l, o r h o n e y s w n a i le o r h o tg u n a t a t r th u r T r e a c h e r , a p a G in o s o r o n d e r o s a u y p o r t in g G o o d s r o m a C a t a l o g

s e u b lic T r a n sp or ta tion i v e i n a tr u c t u r e w i th 0 n its H a v e a H o m e a lu e d $ 0 ,0 0 0 -$ 1 ,0 0 0 ,0 0 0 H a v e r t/ e s i g n / n t e r ta in m e n t / p o r t s / e d ia H a v e e g a l c c u p a tio n s

iv e in a o b ile H o m e o r T ra iler H a v e a r m / o r e s t / i sh in g c c u p a ti o n s H a v e a H o m e a lu e d $ 1 0 0 ,0 0 0 iv e in a o a t, , or an e i n th e r m e d o r c e s

|| z }z

v nt

w | z z ~ jp f o

z |~ }|

h s { z {

jg

zx x zx jg i

PRI l ste r s o u n g ig era ti x e c u ti v e u i t e s 1 6 o h e m ia n ix

S o c ia l ro 1

u ts q r
S

u ts q r

isito r a l sis 2 0 0 0-2 0 0 4 I e 0

 y x w g f ed

N E

TOTAL

1 1 .1 9

1 7 .5 5

157

p p e r-m id i x a r e p r e d o m i n a n t l y o ld e r ( + ) s in g le s a n d c o u p le s liv in g in s in g le 4 ) O ld e r u n it h o m e s . T h e r e i s a h i g h e r t h a n a v e r a g e A s i a n r e p r e s e n t a t io n it h i n t h e s e h o u s e h o ld s . T h e y a r e l i k e l y t o h a v e b a c h e lo r o r a d v a n c e d d e g r e e s a n d a r e e m p lo y e d i n h it e - c o l l a r . M e m b e r s o f O ld e r o c c u p a t io n s . T h e m e d i a n h o u s e h o ld i n c o m e f o r t h i s g r o u p is $ 1 , 0 i lt o n o n v a c a t io n , b e a m e m b e r o f D e lt a s f r e q u e n t U p p e r - m id M ix a r e lik e ly to s t a y a t a f l y e r p r o g r a m , a n d v i s it O r b it z . c o m . L ik e l y t r a v e l d e s t i n a t io n s i n c l u d e S p a i n / P o r t u g a l, I r e l a n d / U K , F r a n c e , a n d t h e U . S . V ir g i n I s l a n d s . A i r l i n e s f o r i n t e r n a t io n a l t r a v e l t e n d t o in c lu d e o n t i n e n t a l a n d D e lt a . p p e r - i M ix a r e a ls o ... O l er M o r e L ik e l t o ...


ave o u s e h o ld In c o m e $ 0 0 ,0 0 0 + ave B I $ 0 0 ,0 0 0 + ave a o m e V a lu e d $ 0 0 ,0 0 0 -$ 0 ,0 0 0 ave 00 o u s e h o l d W e a l th $ 1 ,0 0 0 ,0 0 0 + a v e L eg a l O ccu p a tio n s a m b l e in A tl a n t i c ity B e a M em b er o f U S A irs F req u en t F lyer P ro g ra m T r a v e l D o m e s t i c a ll y t o M / /V T B elo n g to a o u n tr y lu b a m b l e in L a k e T a h o e / R e n o * B I : f f e c t i v e B u y i n g I n c o m e . R e f e r s t o a f t e r - ta x in c o m

ave a o m e V a l u e d < $ 0 ,0 0 0 L iv e in a M o b ile o m e o r T ra iler B e a n In c o m e B e lo P o v e r t y F a m il y a v e F a r m / F o r e s t / F i s h in g O c c u p a ti o n s L iv e in a B o a t, R V , or V an a t a t T a c o T i m e , S o n i c , o r L o n g J o h n S il v e r at at a rd ees o r a p ta in D s U se e llu la rO n e fo r ell P h o n e S erv ice a t a t K rysta l a m b u rg ers o r o d f a th e r s P i z z a a t a t a F a st F o o d F ish R esta u ran t e.

L e ss L ik e l

to ...

M o n e y & B r a in s 1 0 S econ d i t y l it e 11 o d 's o u n tr y 1 e m p ty ests 1 P o o ls & P a tio s 6 The o sm o p o litan s

M 1 M 1 Y1 M M M

U1 1 T1 S S U1

. 1. 6 1. 1. 6 1 .6 1 .6

6 .6 1 .1 .1 1. 0 1. 1. 1

P R IZ M

C l ste r s

S o c ia l G ro p

L ife sta g e G ro p

a se o se ol s % Co p

O ld e r

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Where are the targets?

How can I reach them?


Likel e ia sage
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a its

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ro

l er Wealt

Classical adio ll ports adio ellow gs or andscape/Garden/Tree vc

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2. Wealt i life Fa ellow gs or uilding/Construction upply ellow ellow gs or urniture tores ellow Newspaper, usiness/ inance ection ellow ource or T Jazz adio Watch T 3. Yo rogram In o, Internet

g Professio als Watch H1 lternative adio Watch C merica er- i i lternative adio ll ports adio ll News adio g r a i lternative adio panish adio adio, N egular eason

4. ellow gs or Travel gents Classical adio /Nostalgia/ ig and adio

l er

5. Yo ource or T rogram In o, adio rban Contemporary adio se nline vc or isten to Internet adio

How can I reach Them?


Magazi es

elevisio Progra s

1. l er Wealt o les Washington ost, aily unday The West Wing Wall treet Journal, aily pen, ens Tennis ortune d rchitectural igest CN C, udlow Cramer usiness Week CN C, ouis ukeysers Wall treet Traditional Home Wall treet Journal, aily ood Wine oney m art oney 3. Yo New ork Times, aily unday ortune os ngeles Times, aily unday cienti ic merican Washington ost, aily The New orker cienti ic merican ortune New ork Times, aily oney

g Professio als ccess Hollywood ( ) Travel, Travel Channel ecrets H1, H1 ll ccess T , oad ules T , orority i e er- i Mi ennedy Center Honors CN C, Closing ell CNN, ou obbs oneyline NH layo s/ inals CN C, ouis ukeysers Wall treet

4.

l er

unday 5. Yo unday g

os ngeles Times, aily Chicago Tribune, aily anity air lle GQ

r a Mi Nick at Nite, amily Ties oul Train usic wards T, ap City Grammy wards alcolm in the iddle

2. Wealt

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Why segmentation
Segmentation and target marketing are central to our marketing strategy
Different customer groups require the correct marketing mix to suit their individual needs NTAs operate on a limited budget which has to serve all major markets and therefore targeting ensures an effective allocation of resources in areas with a high potential for conversion

Product
The effectiveness of planning the marketing mix depends as much on the ability to select the right target markets as on devising a product which will generate high levels of satisfaction. Tourist have to believe that the product offers high value. There should be continuous monitoring of product via exit surveys

Product
The BTA consistently monitors the competition to ensure that our services are amenities being offered are consistent with market norms and encourage the local suppliers to enhance their products to reflect this. Research will also develop strategies to lift the quality of products and services being offered on island and raising the national standards.
ZAGAT AAA

Monitor the quality of all the components of the product and provide feedback to suppliers falling below the standards. Duty free sector Cleanliness drive

Brand Image
In order to effectively sell and promote a country we need to understand the consumers perception of the destination and determine what points of differentiation set the island apart from the competition Conducting brand audits starting with the perceptions of current customers Barbados for example trades on Friendliness, safety and security The island that works.

Price
Extremely challenging for a destination marketing organization as they do not control any inventory We cannot tell a supplier to sell his product at any specific price even if its priced above where it should be.

What do we do with Price


Develop structured or informal relationships with travel trade partners who have a ready supply of data available They supply relevant market intelligence regarding the pace of bookings and what is being offered in the market i.e value for money Conduct scans of the market as well as economic conditions to determine what national efforts need to be undertaken and what would constitute a compelling offer. Several of these initiatives have been instituted within recent years within the region. However, there is a function for researchers to determine the success rate as well as the ROI. The use of E/D cards as well as Exit surveys extremely important in these evaluations In order to determine this we have to determine the correct timing for the offer i.e the booking cycles of the consumer. In determining the offer we calculate the return on investment to ensure its feasibility and benefits to the country.

Advertising & Promotion


Consistently conduct research to monitor our advertising and PR efforts in all markets Consistently word of mouth ranks very high as a PR vehicle for Barbados. Suggesting the need to ensure that the product is correct. In recent years, use of the internet has been very important trend for Barbados. Traditional media have been diminishing in effectiveness Have therefore reoriented our communications efforts to reflect the changing environment

Testing of Concepts
Before launching any campaign it is tested either through focus groups or more recently we have embraced the new technologies to test our concepts to ensure that the message is most effectively communicated

Distribution
USA BOOKING C ANNELS
TRAVEL AGEN Y WEBSITE 2% HOTEL RESERV. 14% HOTEL RESERV. WEBSITE 7% TOUR OPER. WEBSITE 6%

TRAVEL AGEN Y 30%

Again simple questions on the exit survey can provide useful insights into the distribution channels

ONLINE AGEN Y 35% TOUR OPERATOR 6%

Website Customer tracking


Enhanced Tracking - The Internet offers an unparalleled ability to track and monitor customers. Each time a visitor accesses our website they provide us with extensive information including how they arrived at the website (e.g., via a search engine) and what they did when on the website (e.g., what products were investigated). This information is being used in the redevelopment of our new site and to provide information on interest of the consumer so that the relevant content is added to the website Research Tools A large number of Internet services have added options for conducting research. These include the ubiquitous search engines, tools for conducting online surveys, and access to large databases containing previous research studies (i.e., secondary research).

Forecasting
Tourism is a highly perishable commodity. A room or airline seat not sold today cannot be sold tomorrow This highlights the need for accurate forecasting as it has implications for jobs and the general health of the economy as tourism is the main engine of growth for many islands within the region Countries can be proactive in devising strategies in the event of fall off in business. The data from the E/D cards is useful as well as information from travel partners

Forecasting
The BTA reported this to the government for planning purposes. This has resulted in a US$15 million fund being established to aid properties and attractions in distress due to the economic fallout This will minimize job losses and to try to prevent any major downturn in the economy from the tourism sector as it is heavily tied to the other sectors of the economy

Rationale for Events


In order to maximize the marketing spend it is felt that events with significant television coverage can provide a destination with advertising and promotional opportunities which we could not have otherwise afforded. The combined effect of a number of these events in the right segments can raise the destination profile. Finally, the additional visitation for the events can boost the immediate needs of the industry.

Evaluation of Proposal
The evaluation of all proposals should be conducted based on the information sources available This should be done with a ROI on these events in mind.
Must provide a minimum return of 20:1 to be a viable option Coverage of the event must be significant band in line with the image and profile of Barbados.

Event Evaluation
Focus testing and surveys of participants to help with future events

ICC World Cup


Delivered in numbers for the island surpassing the ROI required Significant coverage but in areas where the number of tourist not significant to barbados

Other Events
At this time not viable as the profile of clients not necessarily Barbados clients

Conclusion
Destination marketing and planning for the Barbados Tourism Authority involves interaction with various publics from the both from the supply side and the demand side and protecting their interest. It is imperative that the relevant information to make sound decisions is available and that actions are taken in the most cost effective way to the benefit of Barbados as a whole.

QUESTIONS