samoa for real industry workshop # 5, august 31, 2013 le vasa, samoa
DESCRIPTION
What Have we Done So Far? 1.Come Together 1.5 workshops 2.X pledges 3.$ raised 4.Web site & articles 2.To share leadership 1.Self determination = response to PM’s challenge 2.Assuming accountability & responsibility 3.Active partnership & collaborationTRANSCRIPT
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SAMOA FOR REAL Industry Workshop # 5, August 31, 2013
Le Vasa, Samoa
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Today’s agenda
What have we done so far?Opportunities to attract & grow niche marketsGroup feedback & DiscussionNext Steps
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What Have we Done So Far? 1. Come Together
1. 5 workshops2. X pledges3. $ raised4. Web site & articles
2. To share leadership1. Self determination = response to PM’s challenge2. Assuming accountability & responsibility3. Active partnership & collaboration
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What Have we Done So Far? 3. Shift in Thinking
1. A new Model2. New Language3. Shared awareness
4. Shift in Doing4. Participation & Collaboration5. Identifying the Right Visitor6. Building capacity to deliver7. Helping one another
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Plenty
People
Pull
Protection
Place
Purpose
Pace
NEW MODEL
•Encounters & relationships before transactions
•PLACES before products
•PURPOSE & PASSION drive Profit
•PROTECTION = zero impact & rejuvenation
•PULL as in attract & support not Push
PACE as in SLOW & SAVOUR
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What Have we Done So Far?
5. Preparation for a Bigger Journey 1. Cohesion in our Visitor Community
Familiarity, trust, exchange2. Enriching/improving the Experience3. Bringing Along the Host Community4. Identifying the Right Visitor 5. Learning How to Attract
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Attracting the Right Visitor
• Whom do we wish to attract to Samoa?• What criteria should we use to make that
judgment? – Location & connections– Spending power– Traveller TYPE– Niche Interests, Focus, Access
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CLASSIFYING GUESTS
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Psychographics & Demographics
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Traveller Types
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Applying the Psychographic Approach
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NICHE MARKETS
OPPORTUNITY = Special Interest + Group + Experiences
Identify the groups, clubs, associations, websites Work with key influencers
Channels to enthusiastsDirectly place specific propositions
Best if co-created.
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Niches
• Specialist Cruise• Church • School Groups• Meein• Samoa Associations• Women or Men “get aways”• Family reunions-events, family history - diaspora• GLBT• Events
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NichesACTIVITIES – WELLNESS, RECREATION, ADVENTURE, OUTDOOR
• Sports groups• Yoga, Pilates, Meditation• Spa, Wellness, • Sailing, Kayaking, Pao Pao, Vaka• Snorkling, Diving• Cycling• Hiking, tramping• Fishing• Leadership
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NichesACTIVITIES – CULTURE, FOOD, • Art, Painting• Photography• Siapo, Textiles, Artisan, fabrics, fashion • Dance, grace, etiquette, • Food, self-sufficiency, Cooking• Polynesian history – archeology• Music• Dance• Literature
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Next Steps
1. Come Together - the acid test!1. Participate2. Share3. Learn4. Help5. Recruit
2. Three Tangible Projects