7 stanes novice experience + tsm profile
TRANSCRIPT
7Stanes - tourism and tourists’
perspectives
• Novice Perspective
• Product
• Marketing
• Challenges
• Opportunities
• Risks
Sense of camaraderie was an integral and memorable
part of the experience so was the home made food.
Excluding skiing the most rewarding sporting activity
that I have experienced in the last ten years!”
Product
• World Class mtb product top 10 in mbr poll Dec 08
• Promoted as Scotland’s biking heaven
• World MTB Conference in May 09
• Good profile in MTB zines Singletrack & MBR
• Primarily niche mtbr– 09 new events and packages emerging
Marketing
• Improved market visibility needed – focus on SEM-
see table 3
• Web 2.0 – 7Stanes Fan Club on Bebo + appreciation
society on Facebook
• Packages and offers limited BreakPad and MB7
• Recent Stena email marketing campaign
• Tangible market research at source – pilot MR
initiative
Challenges from a tourism
perspective
1 Extend the reach
2 Target New visitor segments
3 Optimise brand exposure from MTB Word Conference
4 Present the product in an easy and accessible way
5 Harness energies, from Hope to Belief. Hopeis the feeling that what is wanted can be had or that events will turn out for the best
Opportunities - short list!
• Many segments looking for alternatives to med-sun hols
• Holidaying in UK
• Present the a la carte offer with mix ‘n’ match options
• Communicate and simplify support mechanisms eg SE Tourism Innovation Fund, The Forest Tourism Initiative, new VS Growth Fund (marketing), The First Gear Fund
• Mountain Biking web 2.0 Programme
• (H&I ent)Customers are spoilt for choice and are
asserting their right to new and authentic
experiences that can turn a holiday into a life
adventure
Marketing person 1: "Right, we need
a photo that encapsulates the idea of
someone travelling from NI to
Scotland on a car ferry to go
mountain biking - any ideas?"
Marketing person 2: "How about if we
get someone to jump a bike over a
car with NI plates? Ooh - in a ferry
terminal car park!"
MP1: "It's good, but it lacks
something..."
MP2: "Got it! He needs to be wearing
a kilt! Scottish, see."
MP1: "Perfect!"
Journalist: "What the hell...?