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EQ - Lessons from the Field TVI conference Sep 2013
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EQ ® - Lessons from the Field Tourism Vancouver Island Industry Conference – Sep. 25, 2013 Lesley Anderson – Manager, Brand Experiences CTC
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Explorer Quotient is the Canadian Tourism Commission's market segmentation methodology that provides deep customer insights about prospective travellers to Canada. This presentation provides examples of how EQ can be used in marketing, product development and packaging for tourism, with examples of how tourism operators have applied EQ to their marketing activities.
Transcript of 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
