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Tapping into EQ. EQ… Is about your customers Helps you understand who they are Helps you understand what appeals to them Helps you understand how to speak.

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Presentation on theme: "Tapping into EQ. EQ… Is about your customers Helps you understand who they are Helps you understand what appeals to them Helps you understand how to speak."— Presentation transcript:

1 Tapping into EQ

2 EQ… Is about your customers Helps you understand who they are Helps you understand what appeals to them Helps you understand how to speak with them

3 Free Spirit Authentic Experiencer Cultural Explorer

4 Who are your customers? Top selling points Describe your customers Review EQ profiles Match your product to EQ types

5 Fine-tune Your Product What are their values? What’s most appealing to your customers? What’s least appealing?

6

7 Fine-tune Your Product Brainstorm ideas to update your product Prioritize your ideas

8 Use Your Words

9 A Picture is Worth a Thousand Words

10 The EQ Toolkit Determine Your Best Customers Using EQ Fine-tune Your Product Using EQ Package Experiences Using EQ Describe Your Experience Using EQ Assess & Choose Imagery Using EQ Promote & Sell Using EQ

11 The EQ Toolkit industry/tools/?sc_url=corpdomain44#eqtoolkit

12 Tips Explore the EQ Toolkit Work with your friendly DMO Add the EQ quiz to your website Have fun with it!

13 Tourism Tofino – EQ Examples and uses

14 EQ in Action in Tofino – Customer Segmentation EQ Quiz language incorporated into Visitor Experience surveys Analyze results based on EQ activity appeal across all types – Who is coming to Tofino – Type of trip – How much spent Drives future investments by explorer type

15 Open-ended survey responses help us achieve information about our seasonally-changing visitor demographics, travel motivations and activity appeal index – and offers us insight into the language and imagery our visitors would best respond to INSPIRATION WHEN PLANNING: : MOST ENJOYABLE PART OF THE TRIP

16 TourismTofino.com Pre & Post EQ: Before: lots of information up front, impressive nature photography, campaigns driven by 4 seasons After: Simplified, more focus on experiential imagery than scenery or seasonality, easy points of entry, increasingly using more EQ ‘language’, incorporation of EQ quiz

17 Traditional Advertising Pre & Post EQ: Before: lots of descriptive written copy; standard tag line limited ability to expand messaging; After: Incorporation of festival and events with direct calls to action; updated imagery targeted at AE & CE

18 Vacation Guides Pre & Post EQ: Before: inconsistent regional branding, neutral colours, focus on tourism accommodation and activities as “products” After: incorporated brand standards, updated colour palette, feature guests enjoying experiences they can picture themselves participating in

19 Next Steps: Complete “tagging” and Experiential Inventory exercise Encourage stakeholders to explore the free online tools: corporate.canada.travel/resources-industry/explorer-quotienthttp://en- corporate.canada.travel/resources-industry/explorer-quotient Alignment and package/product development amongst stakeholders Shift next iteration of Strategic Marketing Plan further away from a supply-based marketing approach towards a more visitor-centric approach Further develop key experience-based themes: CurrentlyMoving toward… Spring – Get on the WaterThe Awakening of Spring Early Summer - Boat to TableLocal Flavours and Artisanal Offerings Fall – Late Summer/Learn to SurfExploring Your Comfort Zone Winter – StormwatchingIconic Tofino Experiences Your Tofino – share your storyThe Authenticity of Tofino

20 Questions? Denise Le Gal – Kirsten Soder –


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