Making the Shift to Marketing Experiences

Ontario Tourism Summit London, Ontario

With: Lesley Anderson, Canadian Tourism Commission & Nancy Arsenault, Tourism Cafe Canada
23 October 2012 3:15 - 4:30

So you have a great experience ... now what

Making the cash register ring! The role of emotions in making the shift from marketing
products to experiences.

Differentiating your marketing with experiences

Weve got a ways to go!! But are heading in the right direction

Benets from Raising the Bar on Engagement, Personalization, Connections & Value
Greater Differentiation, Emotion, & Engagement

Partnerships+&+Connec0ng+ to+People,+Place+&+Culture

Emotional Engagement
Competitive Position

Programs

Physical Engagement
No to Low Differentiation, Emotion, & Engagement

Activities

ROI + ROE

Infrastructure

ROI
Pricing & Prots

Increased+Sales,+Brand+ Strength+&+Advocacy

(c) 2012 Lesley Anderson & Nancy Arsenault

We All Share Common Goals

1. Generate brand awareness and differentiation 1. Generate Brand Awareness and Differentiation
2. Make the sale 2. Make the sale

3. Create fans/advocates

3. Create fans/advocates

With Signature Experience Members weve conrmed 5 sales paths

Where is your company?

Great experiences create a new opportunity to entice visitors and make a sale based on value!

Do you have a strong, simple Call to Action!

Direct to Consumer
FIT

PIT

Group

Via an Intermediary
Tour Operators

Indirect to Consumer
PIT

Intermediary

Group

Canadian Tourism Commissions Signature Experiences Collection

Do you know what experience you are you selling??

Whats the experience?

Edge Walk

Unique Sky High Adrenaline Rush

http://www.edgewalkcntower.ca/

Whats the experience?

________

________

________ ________
www.cntower.ca

Your turn! What experience are you selling?

Our Experience with Images

Progression of Imagery

www.cntower.ca

A great experiential photo goes a long way to positioning your company

Edge Walk Sky High Adrenaline Rush Fondue with a View

Rights Free - Give Them Away!!!

How The West Was Once

Progression of Imagery with an Attraction

________

________

________

www.heritagepark.ca

Your Turn

________

________

________

Ice Road to Tuktoyaktuk

www.arcticrange.com

Experience

Activities

Infrastructure

Experience

Activity Infrastructure

Our Experience with Words

Infrastructure

If I see one more 99 well-appointed rooms on another website, as the only lure to differentiate a business, especially when they have a great experience, I think Im going to throw myself off a bridge!
Anonymous DMO Colleague

Activity

Attractions and activity providers tend to list things to do but provide no insight on how to engage.

A New Direction ... Visitor Experience Statements

Experience

50 words

Context & Activities

Details

A new direction ... Visitor Experience Statements

Discover the secrets of Icewine with Inniskillins Extreme Canadian Icewine Experience; designed to tantalize your taste buds and awaken the wine connoisseur within you. Learn Innikillins secrets for producing award-winning Icewine as you indulge your curiosity and your palate with this truly unique wine adventure.

Experience

Our Extreme Canadian Icewine Experience has been carefully designed to tantalize your taste buds and awaken the wine enthusiast within you.

50 words

A new direction ... Visitor Experience Statements

Context & Activities
Strolling through the Icewine vineyard with a glass of Sparkling Vidal Icewine, youll unearth the magical process of creating Icewine. As you discover how the grapes are left on the netted vine well into the winter months to concentrate, well explain how the avour intensies and how we know the exact moment to harvest the grapes when the temperature drops below minus eight degrees Celsius for a sustained period of time. In the underground cellar, where historic Icewines are aging, youll be treated to a private, structured wine tasting. A comparative tasting of our Riesling and Oak Vidal Icewines, using a Riedel Vinum Extreme Icewine Glass will transform your understanding of how the shape of a glass distinctly affects the aroma and taste of the wine. This is where the luxurious feeling of being in a secluded cellar with an exquisite wine really resonates with our Icewine guests. Its a true rustic experience that relates to Inniskillins historical roots. After comparing several styles, a duet of unlikely food pairings stages the grand nale as you experiment and identify which Icewine best pairs with which culinary delicacy.

A new direction ... Visitor Experience Statements

Details

Inniskillin was the rst winery to receive a winery license after prohibition. They are recipients of the internationally acclaimed Grand Prix d'Honneur, and were instrumental in developing Canada's VQA system. The winery is open year round and is located 1 hours from Toronto. Tours accommodate a maximum of 30 people, and last 60-90 minutes. Reservations recommended. Food/meal options are available.

Our Experience with Videos

Do you have a video?

If yes, what does it showcase the most?

Infrastructure

Activity

Experience

If no, whats stopping you?

We need more videos that focus on the experience!

Check out www. experiencepei.ca

If you can only invest in a few things ....

1. Know your customer and how your experience differentiates you from similar businesses 2. Write a good visitor experience statement 3. Secure 3 high-denition quality images (place, activity, experience) 4. Obtain 1 - 90 second experience video 6. Know where you are selling (direct & intermediary) 7. Make sure you have a strong, simple call(s) to action 8. Engage in ongoing activities to drive revisitation to the destination, rebooking with your company and referrals.

New Signature Experience Collection Case Studies

Thanks!

nancy@tourismcafe.org 250.391.6077 www.tourismcafe.org

anderson.lesley@ctc-cct.ca 604.638.8401 http://corporate.canada.travel