eq - lessons from the field tvi conference sep 2013

EQ® - Lessons from the FieldTourism Vancouver Island Industry Conference – Sep. 25, 2013

Lesley Anderson – Manager, Brand Experiences CTC

At the end of today’s session…

You will have:

• A basic understanding of the EQ & how it can be used

• How EQ can help inform your marketing decisions

• Know where to find free resources to learn more

Today’s agenda

• Who is the CTC & why do we use EQ?

• Quick refresher on values

• How EQ can impact your business

• What others are doing with EQ

• Where to find more information

Who is the CTC & why do we use EQ?

The CTC is Canada’s International Tourism Marketer

Tourism is a tough business

Tourism is growing….but we’re not getting our share

1990 1995 2000 2005 2010 2015 202050

100

150

200

250

300

350

International Tourist Arrivals ReceivedIndex Year 1990 = 100

Source: UNWTO, 2011; Statistics Canada, 2012

World

Canada

Inde

x Ye

ar 1

990

= 10

0

We work to attract high yield travellers seeking unique experiences

We are not an inexpensive, mass-market destination

Seeing the sights is no longer enough.

Experiential travellers want to venture beyond the beaten tourist paths and dive deeper into authentic local culture, connecting with people from other cultures in deep and meaningful ways, the arts, architecture and music, cooking and food, …”

More than ever before, people are travelling their passions.

Joe Diaz

Co-founder, Afar Magazine

EQ is about the customer

How & why does CTC use EQ?

Who are we selling to?

What are we selling?

How are we selling it?

Who are we partnering with to sell it?

How & why does CTC use EQ?

It defines our best potential prospective customers

Free Spirit

Cultural Explorer

Authentic Experiencer

It helps identify what we should sell to them.

EQ helps us understand how to position more effectively.- written copy- imagery- video

And helps identify who to work with for the greatest impact.e.g. media partners

ALIGNMENTProductDevelopment& Delivery

Marketing

Experience

Customer Understanding

EQ helps…

EQ helps us move travellers down the path to purchase

Quick refresher on segmentation & values

MARKET SEGMENTATION – A QUICK OVERVIEW

Market segmentation breaks down the market into groups of your best (and worst) customers.

• Demographics• Geography• Behaviour• Usage

EQ is psychographic segmentation research based on values

Key premise of EQ…

Not all 40 year olds

Think

Act

Buy

in the same way

Photo credit: HSBC

Example Social Value

Personal ChallengeDesire to set difficult goals, even if just to prove to themselves that they can do it.

TRAVEL VALUES

Check-ListComfort SeekersComparison TravelConstant TravelCultural ImmersionEscapeExhibitionismGroup TravelHobbiesHedonistic RejuvenationHistorical TravelLuxury TravelNature TravelRoots TravelReluctant TravelSamplersSecurity ConcernShared ExperienceUnstructured Travel

Travel Values – HEDONISTIC REJUVENATION

I am much more indulgent and carefree on vacation than I am at home.

I want to come back from vacation feeling relaxed and refreshed.

I want everything to be taken care of for me so I can relax and be free to

enjoy myself.

I want a vacation where I can have all the food, drink, massage, romance,

shopping that I want.

Example Travel Value

Check List

Feeling a strong need to ensure that they see all of the well-known sites in their destination, following detailed itineraries.

Believing that they are missing something important if their plans are changed unexpectedly.

Key Explorer Types

Free Spirits

Travel is a time to be pampered & indulge

Want to travel with friends – and like travelling

in groups

Indulge in high end food and wine

Seek to hit all the hot spots

Enjoy the vibe of crowds in cities & at events

& festivals

Cultural Explorers & Authentic Experiencers

Travel to learn & experience other cultures

Understated travellers – don’t need a lot of

ostentatiousness & like to blend in

Independent travellers who like to control

their own schedule

Indulge in local food and wine

Love parks & natural settings

How EQ can impact your business

What’s the benefit to your business?

Using EQ allows you to:

Leverage CTC’s & Tourism Vancouver Island’s marketing power

Tap into a rich bank of market research

1 2

• Easier to collaborate with your DMO

• Common language based on common insights about the customer

• Drives improvements in imagery & copy

• Informs product development decisions

EQ Profiles help you understand the key characteristics of the various target segments

The EQ Toolkit walks you through applying the profile information to marketing, product, packaging and promotion.

EQ Impacts

Marketing & Communications

MarketDevelopment

Product Development

USING EQ TO SELECT GREAT IMAGES

Who might this most appeal to?

Who might this most appeal to?

Who might this most appeal to?

FREE SPIRIT

CULTURAL EXPLORERS

AUTHENTIC EXPERIENCERS

Heritage Park

http://www.youtube.com/watch?v=2z3F6As9piQ&list=PL862495F318A32160

Heritage Park

Know your customer types Find out who’s coming Analyse your imagery Stage changes to your marketing materials One step at a time

Bringing It Home - Tourism Vancouver Island’s Marketing Materials

Before

Before

After

USING EQ TO DEVELOP & PROMOTE EXPERIENCES

Stimulating Product Development, Partnering and Packaging

• EQ informs product developers about important nuances, for each traveller type, that are useful for reviewing existing products

• EQ fosters creative thinking about new partnerships and packages.

Authentic Experiencer

Walk into the Ace Hotel New York...

...and you’ll find guests mingling with the locals in the lobby – more of a living room than a reception area thanks to a discreet check in desk.

1. Art: the murals and canvases in the guest rooms are done by local artists... I like the community aspect of collaborating with them – they’re people on the ground with an emotional investment

Cape Race

Case Study: www.canada.travel/CSE

Earth Rhythms

http://www.youtube.com/watch?v=I1oLTsz6QT0

Earth Rhythms

Look at what you offer, match to an EQ type Tweak your experience to tap into their values Make the experience about more than the activity Bring the guest into the experience Talk to your guests’ values in your copy

“The EQ research is helping to shape the future. It informs product development, promotions and advertising. Partnerships and can be strategically aligned to create a strong, unified brand presented based on what travellers are seeking.”

Thompson-Okanagan Tourism Association & Tourism Vancouver Island Joint Perspective

What 1 thing

can you do to get started?

Download the toolkit…

TAKING IT BACK TO YOUR BUSINESS

www.canada.travel/eqtoolkit

THANK YOULESLEY ANDERSONMANAGER, BRAND EXPERIENCES@ANDERSONLESLEY