Making the Shift to Marketing Experiences

With: Lesley Anderson, Canadian Tourism Commission& Nancy Arsenault, Tourism Cafe Canada

23 October 20123:15 - 4:30

Ontario Tourism SummitLondon, Ontario

So you have a great experience ... now what

• The role of emotions in making the shift from marketing products to experiences.

• Differentiating your marketing with experiences

• Making the cash register ring!

• We’ve got a ways to go!!

• But are heading in the right direction

Benefits from Raising the Bar on Engagement, Personalization, Connections & Value

(c) 2012 Lesley Anderson & Nancy Arsenault

Infrastructure

Activities

Programs

Greater Differentiation,

Emotion, & Engagement

No to Low Differentiation,

Emotion, & Engagement

Competitive Position

Pricing & Profits

ROI

ROI + ROE

Emotional Engagement

PhysicalEngagement

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

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

1. Generate Brand Awareness and Differentiation

2. Make the sale

3. Create fans/advocates

1. Generate brand awareness and differentiation2. Make the sale3. Create fans/advocates

We All Share Common Goals

With Signature

Experience Members’

we’ve confirmed

5 sales paths

Where is your company?

Do you have a strong, simple Call to Action!

Great experiences create a new opportunity to entice visitors and make a

sale based on value!

Direct to Consumer

Indirect to Consumer

Via an Intermediary

FIT

PIT

PIT

Group

Group

Tour Operators

Inter-mediary

Canadian Tourism Commissions Signature Experiences Collection

Do you know what

experience you are you

selling??

What’s the experience?

Unique Sky High Adrenaline Rush

http://www.edgewalkcntower.ca/

Edge Walk

What’s 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

Sky High Adrenaline Rush

Edge Walk

Fondue with a View

Rights Free - Give Them Away!!!

Progression of Imagery with an Attraction

How The West Was Once

www.heritagepark.ca

________ ________ ________

Your Turn

Ice Road to Tuktoyaktuk

www.arcticrange.com

________ ________ ________

Infrastructure

Activities

Experience

Infrastructure

Activity

Experience

Our Experience with Words

“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 I’m going to

throw myself off a bridge!”

Anonymous DMO Colleague

Infrastructure

ActivityAttractions and activity providers tend to list

‘things to do’ but provide no insight on how to engage.

A New Direction ... Visitor Experience Statements

Details

Context & Activities

Experience50

words

A new direction ... Visitor Experience Statements

Experience

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

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, you’ll 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, we’ll explain how the flavour intensifies 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, you’ll 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. It’s a true rustic experience that relates to Inniskillin’s historical roots.

After comparing several styles, a duet of unlikely food pairings stages the grand finale as you experiment and identify which Icewine best pairs with which culinary delicacy.

A new direction ... Visitor Experience Statements

Details

Inniskillin was the first 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 ½ 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

Infrastructure Activity Experience

Do you have a video?

If yes, what does it showcase the most?

If no, what’s 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-definition 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.org250.391.6077

www.tourismcafe.org

anderson.lesley@ctc-cct.ca604.638.8401

http://corporate.canada.travel