1. Market Segmentation & Clustering

2. © 2009 Arkenford Ltd Importance of customer and market insight Who is coming to your area? Why are they coming? Why your business and not a competitors? What else interests them? Where else are they going in the same area?

3. © 2009 Arkenford Ltd How do we do it? Visitor surveys Market surveys Self completion Face to face Telephone Online

4. © 2009 Arkenford Ltd Customer led marketing Benchmarking & Customer Satisfaction may help to meet some current customer needs and retain the people you have but …. they do not identify how to attract more people. What is needed is –an understanding of what will attract people to come –a shift from selling what we have to selling what people want - i.e. ‘customer led marketing’

5. © 2009 Arkenford Ltd Focus on the market Retention Attraction Combine an understanding of factors: that build loyalty that can attract new customers Allows you to assess which investment and marketing strategies will have the most positive effect on your business

6. © 2009 Arkenford Ltd How we could segment a market Socio-demographic –segments based on age, sex and class Behavioural –segments based on actual behaviour Psycho-metric –based on personality statements Value Based –A hybrid based on concept that delivering appropriate quality is the key to success

7. © 2009 Arkenford Ltd How will segmenting the market aid clustering? A segment is a cluster of people with similar attributes Will help identify –people with similar behaviours –Potential partner organisations Identifying where visitors eat/ stay/ shop, etc. Identifying other attractions or regions visited More effective marketing, targeting and satisfaction

8. © 2009 Arkenford Ltd Art Investigation HeritageAmusement x = 85%, y = 8%

9. © 2009 Arkenford Ltd x = 46%, y = 42%

10. © 2009 Arkenford Ltd Break out of the physical constraints of your city centre gym and get active in the great outdoors. There are plenty of activities that will give you a work out in a fantastic setting and which are much more enjoyable than pounding away on a treadmill. Mountain bike or hike on challenging trails or try your hand at climbing or paragliding. The Peak District National Park is one giant play ground for extreme sports. After a day in the great outdoors your luxurious accommodation awaits. There is a great range of quality accommodation from 4 and 5 star country house hotels, many with spas, to 4 and 5 star stone built B&Bs to quality self catering products if there is a group of you. Alternatively stay in one of the select gastropubs offering quality dining as well as unique quality accommodation. There are also many award winning restaurants throughout the region or you could head to one of the many pubs or micro breweries offering beers unique to the region. Your trip doesn’t just need to include adrenalin fueled activity. Why not explore some of the unique specialist shops in the market towns or city centre shopping in Derby? Visit Peak District & Derbyshire

11. © 2009 Arkenford Ltd Questionnaire Find out which segment you belong to Results presented at the afternoon workshop