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Tapping into EQ

Tapping into EQ. EQ… I s about your customers Helps you understand who they are Helps you understand what appeals to them Helps you understand how to speak with them. Free Spirit. Authentic Experiencer. Cultural Explorer. Who are your customers? T op selling points

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Tapping into EQ

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

  7. LEARNING THRILLING EXCITING CONNECTING SOCIALIZING IMMERSING Use Your Words DISCOVERING ACCOMPLISHING

  8. A Picture is Worth a Thousand Words

  9. 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

  10. The EQ Toolkit http://en-corporate.canada.travel/resources-industry/tools/?sc_url=corpdomain44#eqtoolkit

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

  12. Tourism Tofino – EQ Examples and uses

  13. 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

  14. INSPIRATION WHEN PLANNING: 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 : MOST ENJOYABLE PART OF THE TRIP

  15. TourismTofino.comPre & 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

  16. 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

  17. 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

  18. Next Steps: • Complete “tagging” and Experiential Inventory exercise • Encourage stakeholders to explore the free online tools: http://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:

  19. Questions? Denise Le Gal – denise@tourismvi.ca Kirsten Soder – kirsten@tourismtofino.com

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