marketing strategy - department of premier and · pdf file3.3 marketing strategy ... value...
TRANSCRIPT
Sport and Recreation TasmaniaDepartment of Economic Development, Tourism and the Arts
Tasmanian Mountain Bike Plan
Marketing Strategy
About this document The Tasmanian Mountain Bike Plan is made up of four documents:
Tasmanian Mountain Bike Plan: SummaryTasmanian Mountain Bike Plan: Main Report Tasmanian Mountain Bike Plan: AttachmentsTasmanian Mountain Bike Plan: Marketing Strategy
This document is the Tasmanian Mountain Bike Plan: Marketing Strategy
The Tasmanian Mountain Bike Plan: Marketing Strategy was prepared by Inspired by Marketing with assistance from Inspiring Place on behalf of Sport and Recreation Tasmania.
Cite as: Sport and Recreation Tasmania (2010), Tasmanian Mountain Bike Plan: Marketing Strategy, Department of Economic Development, Tourism and the Arts, Hobart.
DisclaimerInspired by Marketing retains ownership of materials describing and illustrating concepts and methodologies included in its approach to Marketing Planning and Brand Development, generally referred to and contained within the Inspired by Marketing Strategic Marketing Process. The Inspired by Marketing process and methodologies must not be replicated or applied in future work without permission in writing from Inspired by Marketing Pty. Ltd.The information contained in this report is based upon instructions provided by Inspiring Place and market research data and insights drawn from the draft Tasmanian Mountain Bike Plan 2009. Neither Inspired by Marketing or any third party provide, warrant or represent that any of the data is accurate or comprehensive. Accordingly, we do not accept liability for any loss or damage suffered by you as a result of any of the conclusions, predictions or outcomes in this report not being achieved. This report is published for the benefit of Inspiring Place and their project clients only and Inspired by Marketing is not liable for any loss or damage arising directly or indirectly from the use of or reliance by any third party on any information contained in this report.
Contact usA copy of the plan can be downloaded from the Sport and Recreation Tasmania website:www.development.tas.gov.au/sportrec/mtbplan
For more information, please contact: Sport and Recreation Tasmania GPO Box 646Hobart, Tasmania 7001Phone: 1800 252 476Email: [email protected]
Published April 2010ISBN 978-1-921527-07-4© 2010 The Crown in Right of Tasmania, represented by Sport and Recreation Tasmania. All rights reserved.
Photographic creditsFront cover a LMBC 12 Hour Race, Four Springs, Northern Tasmania. Photo: Tourism Tasmania and Brad Harris b Wildside MTB Race, Ocean Beach, West Coast of Tasmania. Photo: Nic Deka c Blue Tier, North East of Tasmania. Photo: Keith Ryan d Blue Tier, North East of Tasmania. Photo: Keith Ryan e Glenorchy Mountain Bike Park, Hobart. Photo: Simon French, Dirt Art f North-South Track, Wellinton Park, Hobart. Photo: Hobart City Council and Jupe-Bergshoeff g Maria Island, East Coast of Tasmania. Photo: Tourism Tasmania and Brad Harris h Close-up. Photo: Keith Ryan i Bridestowe Lavender Farm, North East of Tasmania. Photo: Tourism Tasmania and Enrico Caraciollo
»»»»
g h i
a b c
d e f
Table of contents
Section 1 Overview ............................................................................................................ 2 1.1 Introduction ....................................................................................................................... 3 1.2 Marketing methodology ................................................................................................... 3 1.3 Marketing objectives ......................................................................................................... 3 1.4 Vision ................................................................................................................................... 4 1.5 Marketing opportunity ...................................................................................................... 4 1.6 Marketing and promotional environment...................................................................... 7
Section 2 Market assessment ............................................................................................ 8 2.1 Introduction ....................................................................................................................... 9 2.2 National and international market profiles ................................................................... 9 2.3 Tasmanian market profile ................................................................................................ 10 2.4 Mountain biker motivations ............................................................................................. 11 2.5 Event participants profile ................................................................................................. 12 2.6 Existing events ................................................................................................................... 12 2.7 Existing MTB tourism product ........................................................................................ 13 2.8 Growth markets ................................................................................................................ 15 2.9 Market attractiveness ....................................................................................................... 16
Section 3 Marketing strategy ............................................................................................ 17 3.1 Marketing audience ........................................................................................................... 18 3.2 Marketing environment .................................................................................................... 18 3.3 Marketing strategy ............................................................................................................ 19
Section 4 Brand strategy ................................................................................................... 22 4.1 Brand elements .................................................................................................................. 23 4.2 Brand focus ......................................................................................................................... 23 4.3 Value proposition: independent mountain bikers and event mountain bikers ......... 25
Appendix 1 Segment profiles ............................................................................................ 26 Appendix 2 Hierarchy and descriptors ............................................................................ 29
Section 1Overview
Wildside Ocean BeachPhoto: Nic Deka
3
1.1 Introduction
In December 2009, Sport and Recreation Tasmania released the Tasmanian
Mountain Bike Plan, which identified the need for a marketing strategy for
mountain biking in Tasmania. Key insights have been drawn from this document
and from the supporting Mountain Bike Tourism Market Profile for Tasmania (2008).
The following report draws key learning and data from these reports and
translates this data into marketing implications and strategy.
This marketing strategy forms the final part of the overall Tasmanian Mountain
Bike Plan.
1.2 Marketing methodology
This strategy has adopted the following method:
a. review of the Draft Tasmanian Mountain Bike Plan
b. identify key project inputs and marketing implications
c. define marketing objectives
d. define target audience and customer profiles
e. develop marketing strategy
f. develop brand elements, value propositions and positioning.
1.3 Marketing objectives
The following marketing objectives have been identified:
a. to strengthen participation and develop engagement of mountain bike (MTB)
riders across Tasmania
b. to grow MTB participation across Tasmania by attracting new ‘active’
segments
c. to grow the Tasmanian mountain bike proposition for local, national and
international tourism
d. to encourage new and strengthen existing MTB events in Tasmania
e. to identify, strengthen and develop the mountain biking experience across
Tasmania
f. to enhance the quality and distribution of Tasmania MTB information to all
markets and segments.
4
1.4 Vision
The following vision is taken from the Tasmanian Mountain Bike Plan:
“Tasmania will provide a world-class, diverse range of outstanding mountain bike riding experiences showcasing Tasmania’s natural environment to entice local, national and international riders, where the network of trails and facilities are managed on a sustainable basis with the support of land managers and riders.”
Marketing implications
1 Embrace Tasmania’s world-class natural attributes in brand positioning.
2 Communicate diversity of experience.
3 Target local, national and international markets.
1.5 Marketing opportunity
The marketing strategy must link to the objectives and opportunities of the
Tasmanian Mountain Bike Plan. The following provides an overview of the existing
mountain bike opportunities, key future directions, presented in the Tasmanian
Mountain Bike Plan, and the implications to the marketing strategy.
“Existing mountain bike opportunities in Tasmania are characterised by:
a greater supply of opportunities in the south – in particular the
greater Hobart area, followed by the northern region (particularly
within the greater Launceston area), with a significantly smaller supply
of mountain bike infrastructure in the north west – which reflects the
population distribution across the state
an overall greater supply of cross country/all mountain trail
opportunities – this in part reflects the suitability of existing trails,
including fire trails and vehicle management tracks, for cross country
riding
limited authorised cross country singletrack opportunities close to
population centres, and connected to more expansive trail networks
limited purpose built downhill specific trails (e.g. downhill competition
trails, not designated for uphill travel) with sealed access to the
trailhead for shuttling
5
limited authorised trails that have been specifically designed and
purpose built for mountain bikes (e.g. limited supply of purpose built
cross country singletrack or downhill specific trails), with the majority of
riding occurring on unauthorised walking tracks, fire trails and access
roads, shared-use trails and illegally constructed trails (e.g. the
exception here may be dirt jump parks, of which there are a number
across the state, developed and maintained by local councils)
a high proportion of the trails/riding locations that fall roughly into the
‘intermediate’ (blue) category under the International Mountain Bike
Association (IMBA) trail classification system, whilst a number of
locations offer opportunities for all skill levels
a variety of local, state and national events occur, or have occurred at
the locations included in the inventory
a significant portion of popular trails having either informal access (e.g.
have not been authorised for bike access by the land manager), or
have been illegally constructed within public reserves or private land
riders are accessing trails on a range of land tenures, with public land
under the management of local councils and Forestry Tasmania having
the highest amount of authorised infrastructure/opportunities at
present (many trails also cross tenure boundaries)
a significant number of trails/riding areas are either completely or
partially on private land, making a significant contribution to the
existing supply of purpose built cross country singletrack in the state
(although most areas are available for use only during events mainly
due to concerns regarding public liability)
limited skill building infrastructure to aid with rider skills progression
(although there are a number of bike parks, skills infrastructure is not
generally in place, or is very limited)
a number of suburban dirt jump facilities have been developed in
recent times, however there is still demand for high-quality facilities,
particularly close to population centres (given most usage is by young
riders with limited transport options)
a general lack of information about trails and riding areas (e.g. trail
maps, brochures), either online or in hard copy
limited investment in mountain bike specific support infrastructure,
such as wash down stations and trailhead signs and facilities
6
a general lack of consistency in the standards of construction and
maintenance of trails, and the application of classification and
signage.”
Appendix 2 shows the recommended hierarchy for developing MTB trails within
the state and explains the rationale for the different levels of the hierarchy, the
core market appeal, and has been adapted from the Tasmanian Mountain Bike Plan.
The Tasmanian Mountain Bike Plan notes the value of establishing a hierarchy of
MTB trails in the state is:
“the relative significance of different MTB riding experiences can be
identified and by doing so, this will allow Tasmania to better position
itself more competitively in the market for the growing number of
mountain bike visitors to the state
rides can be better positioned, developed and maintained to the
differing needs and expectations of international, interstate, intrastate
and local riders
priority can be assessed for those MTB trails that offer the best ride
experiences for the different types of riding, allowing prioritisation of
funding allocation
the ability to more clearly market and promote the different MTB ride
experiences to the intended market segment
the ability to better identify and implement the most appropriate
planning, development, management and maintenance requirements
for the different levels of trails.”
Marketing implications
4 Leverage the strength of regional riding opportunities.
5 Promote strength in cross country/all mountain riding until the brand experience evolves.
6 Promote strengths in those trails that offer diversity and access to high level experiences.
7 Existing events such as Wildside, Blue Dragon Challenge and Australian MTB Series would support Iconic Wild Ride options at West Coast, Blue Tier and Wellington Park as well as proposed Adventure Hubs (e.g. Waratah, Derby).
8 Engage with online mechanisms such as pedalbite.com to communicate non-structured riding opportunities.
7
9 Development of MTB mapping, trail notes and guide books is critical to marketing.
10 Use the hierarchy of MTB rides to tailor marketing and promotion strategies to match the intended core market segments.
11 Limited resources for marketing and promotion of MTB should be directed towards the best prospects for attracting and meeting the needs of both locals as well as visitors.
1.6 Marketing and promotional environment
The Tasmanian Mountain Bike Plan reported the critical marketing and promotional
issues as:
“the limited supply of high quality, formalised trails and riding areas is
a limiting factor in the promotion of Tasmania as a mountain bike
destination
lack of a centralised information source (e.g. website) for mountain
biking across the state
limited promotional and informational material, including detailed
maps, trail notes, guide books or web-based information for mountain
bike opportunities
limited marketing of mountain bike opportunities to the intrastate or
interstate/international markets, reflecting limited authorised riding
opportunities
the need to ensure that the marketing of mountain bike opportunities
in the state is consistent with the actual experience available on the
ground, to ensure that the reputation of Tasmania as a great riding
destination continues to grow.”
Marketing implications
12 Engage the rider community through development of information and communication mediums.
13 Develop marketing strategy to evolve the experience and increase participation.
Section 2Market assessment
Mark Webber Challenge, Coles Bay, East Coast of Tasmania. Photo: Tourism Tasmania and Jerry Galea
9
2.1 Introduction
The following market assessment is taken from the Tasmanian Mountain Bike Plan:
“The Mountain Bike Tourism Market Profile for Tasmania identified the independent
mountain biker (intrastate and interstate), as the primary mountain bike market for
Tasmania (see below for an overview of the identified mountain bike markets). The
majority of interstate visitors are expected to be residents of Victoria and NSW, with
lower numbers originating in the other Australian states.
The international market is considered to be relatively small, due to distance (e.g. from
the major population centres of Australia and elsewhere in the world) and strong
competition from other well-established mountain bike destinations. However,
Tasmania’s reputation as a place to experience ‘wild’ and unique landscapes, combined
with a commitment to developing high quality and innovative mountain bike
infrastructure, provides an opportunity to grow the international mountain bike rider
market.
The event market is also considered to be a significant market for the state, as
evidenced by the success of existing events, such as the Wildside MTB Race, the
Australian MTB Series, and the more recent addition of the Blue Dragon Race, which
attract interstate competitors, and a small number of international competitors (and
their families).”
2.2 National and international market profiles
The following market profile has been sourced from the Tasmanian Mountain Bike
Plan:
International and national rider profile Summary
The following mountain bike rider demographics are a generalised summary drawn from a number of Australian and international sources:
The majority of experienced mountain bike riders:
are male (up to 80 or 90 per cent), however, it is expected that there will be a discernable gender shift in years to come, as between 2002 and 2003 there was a 33.9 per cent increase in the participation of women in the US
have tertiary level education, and come from professional or technical backgrounds
have higher than average incomes (e.g. $50 000 and above)
range in age from mid 20s to mid 40s, with a high percentage in the mid 30s age group
The demographic profile indicates that the majority of serious mountain bikers (excluding the generally younger group of extreme downhill and dirt jump riders) have above average annual incomes, and are willing to travel for quality experiences.
Mountain bikers are experience driven and educated, and therefore likely to respond to innovative media, sustainable track construction and management techniques, and expect an adequate level of servicing associated with promoted mountain bike locations.
10
tend to travel in small groups of two to three people
tend to travel to destinations within half a day to a day away from home for the majority of mountain bike trips, but will travel further for unique experiences or competitions
ride once to two or three times per week
generally access information about a destination through word of mouth or the internet
cite features such as fitness/exercise, technical challenge, spectacular scenery, local culture, and accessibility as important attributes for MTB destinations.
2.3 Tasmanian market profile
The following market profile has been adapted from the survey data and profile
information presented in the Tasmanian Mountain Bike Plan:
Tasmania rider profile Summary
Over 80 per cent of Tasmanian riders are male.
The most common age bracket is the 25-44 year age group.
Tasmanian mountain bikers ride regularly with most riding two to three times a week and approximately 20 per cent riding a mountain bike on a daily basis.
Although a relatively new sport and recreational activity, most Tasmanian mountain bike riders have been riding for more than 10 years.
The vast majority of riders (more than 80 per cent) prefer, or participate most often in cross country/all mountain riding. Downhill is the next most common style of riding (28 per cent), followed by off-road touring (approximately 24 per cent). Dirt jumping and free ride/north shore are also popular (approximately 14 per cent respectively). A small, but growing percentage of riders are members of local clubs (e.g. the Launceston Mountain Bike Club (LMBC) and the Dirt Devils/Hobart Wheelers), and participate in club activities (e.g. Tasmanian Cross Country Series, Enduro races etc).
A significant number travel to other places primarily to participate in mountain biking (e.g. New Zealand, Canada (Whistler), mainland Australia).
Tasmanian riders contacted as part of this study indicated that they would be happy to pay for quality trail maps, and potentially a small fee for entry into an area that caters well for mountain bikers (e.g. with purpose built infrastructure, toilets, showers, secure parking and bike wash).
As in many places, the exclusively downhill and free riders are often of a younger age group (e.g. 15 to
The characteristics of the Tasmanian mountain bike community are broadly consistent with the profile of international and interstate mountain bike riders.
Anecdotal information indicates that intrastate riders are becoming increasingly organised, will travel for exceptional riding experiences and events, and are seeking higher quality information sources for riding locations.
11
mid 20’s), although these disciplines are increasing in popularity with older riders.
Many Tasmanian mountain bikers travel considerable distances from their homes to take part in independent adventure riding around the state, on both day and overnight trips, and also travel to participate in club events and competitions, but seek out local trails close to where they live for day-to-day riding.
Given the typical age and income profile of riders many are well connected among the business community which has opened up opportunities for corporate sponsorship and access to private land owned by corporations.
2.4 Mountain biker motivations
The following summarises what are considered to be the primary motivators for
mountain bike riders, and has been taken from the Tasmanian Mountain Bike Plan
and adapted from the Mountain Bike Tourism Market Profile for Tasmania.
“The primary motivators were derived as a result of a review of a range of studies, and
discussions with experienced riders. They are:
Convenience/accessibility (e.g. the majority of independent mountain
bikers appear to seek out half-day to full day ride destinations, or
riding areas within close proximity to their home or place of work for
the purposes of exercise/skills development).
Trail quality (e.g. riders are seeking a diversity of terrain, well-
constructed trail features, sections of purpose-built single track, and
often trails that provide opportunities for all riding disciplines).
Amount of riding – the quantity of riding (e.g. the amount of different
trails and length of individual trails) available in an area is particularly
important for local riders, who are often seeking opportunities for one
to two hour circuits with variation.
Iconic experience – riding in a unique, natural landscape setting, with
high scenic value, perhaps to a natural feature or other destination.”
12
2.5 Event participants profile
The general market profile is consistent with the profiles of Tasmanian event
riders. The following is based on the profile of riders participating in the state’s
leading mountain biking event -Wildside MTB 2008 and is taken from the
Tasmanian Mountain Bike Plan:
“87 per cent were men
41 per cent of competitors were in the 30-39 age group, 23 per cent
were 40-49 and 12 per cent were in the 23-29 age group
the majority of competitors had a high annual income (majority over
$50 000), 23 per cent $50-$70 000, 19 per cent $70-$90 000, 15
per cent $90-$120 000
26 per cent of competitors were from Victoria, 13 per cent NSW, two
per cent international and 40 per cent Tasmanian
generally seeking comfortable accommodation
motivated to travel to Tasmania to compete due to diversity of the
Tasmanian environment.”
2.6 Existing events
Tasmanian mountain bike clubs and independent event organisers offer a range of
small and large events around the state; some targeting local participants and a
small number attracting interstate and international participants. The main
mountain bike specific events identified in the Tasmanian Mountain Bike Plan were:
“Wildside MTB race held between Cradle Mountain and Strahan on a
bi-annual basis
Rounds of the Australian MTB Series have been hosted by the Dirt
Devils/Hobart Wheelers at the Glenorchy Mountain Bike Park
Launceston MTB Club Events
Dirt Devils MTB Club Events
Tahune MTB Marathon held near Tahune Forest Airwalk
the Blue Dragon Challenge based out of Derby and Welborough, and
incorporating the Blue Tier.
13
These events, and in particular the first two, have helped to create a
greater awareness amongst national and international MTB riders of
the potential riding experiences available in Tasmania. One of the
important values of such events is that they generate interest, and
encourage riders to explore other riding locations, at other times of the
year.”
The Tasmanian Mountain Bike Plan considered the potential growth in MTB
specific events and noted:
“There is further scope to enhance and expand existing, and develop
new events, including multi-sport adventure races with a mountain bike
component. The Mountain Bike Tourism Market Profile for Tasmania
identifies the importance of events as key mountain bike tourism
products. Specifically, the market profile recommends supporting
‘local clubs and organisers to increase the promotion and capacity of
the premium and national level competitions’.”
2.7 Existing MTB tourism product
The following summary of the existing mountain bike specific tourism products
has been sourced from the Tasmanian Mountain Bike Plan:
“There is a limited supply of mountain bike specific tourism products in Tasmania. The
lack of tourism products is, in part, indicative of the limited amount of high quality MTB
specific infrastructure in the state, which can be utilised and promoted by tourism
operators. As is the case for event tourism, there is significant scope to further grow the
existing mountain bike tour products, and develop new products.
There is also currently little recognition of mountain bike tourism among tourism
operators and service providers (e.g. a lack of bike friendly accommodation options,
shuttle services etc.), which probably reflects the small status of the market to date.
Many destinations around the world have grasped mountain bike tourism, with whole
communities geared towards servicing visitors with bikes.
Tourism Tasmania plans to conduct a series of product development workshops around the
state to facilitate the development of products and services catering to the cycling market in
general and the mountain bike market in particular.
The flow on benefits from the Wildside (to the small towns on the West Coast) and
other mountain bike events, such as the Blue Dragon (based at Derby, Branxholm and
Welborough in the north east) are beginning to become obvious, with small towns
embracing the influx of visitors for such events.”
14
The Tasmanian Mountain Bike Plan indicated the potential tourism product
opportunities were considered to be:
“further development and promotion of existing MTB tours and
products
development of new MTB guided tours (day and multiple day) and
supported long-distance riding opportunities associated with the
proposed Iconic Wild Ride and MTB Adventure Centres
expansion and diversification of MTB hire services (e.g. range of bike
qualities and bike styles)
development of public and private shuttle services to deliver and pick-
up riders at the Iconic Wild Ride locations and MTB Adventure Centre
locations (transport options should also be considered in association
with some regional and local bike parks and trail hubs)
specialised or branded MTB accommodation that caters for the
specific needs1
of riders, especially at the proposed MTB Adventure
Centres and towns servicing the Iconic Wild Ride locations
increased business for bike shops given the higher profile of MTB
riding in Tasmania, and equipment and servicing needs of residents
and visitors
production and sale of MTB maps and booklets and trail notes
design, production and sale of Tasmanian MTB clothing and
accessories
increased food and beverage sales at towns that service MTB riders
potential increased spend in other tourism sectors, including other
adventure sports and tours.
The proposed Regional MTB Trail Hubs and Bike Parks would also
provide economic benefit within the regions through expected growth
in participation of riders. This would specifically support bike retailers,
local transport services, food and beverage outlets and sale of maps
and information. There may also be use of accommodation for
intrastate riders visiting the regions.”
1 This might include adaption of existing accommodation or new accommodation that provides choice of sleeping arrangements, wash-down facilities, safe bike storage, bike workshop, laundry service, specialised food and supplies, local information, transport services etc.
15
2.8 Growth markets
The following summarises what are considered to be the primary growth markets
for mountain biking in Tasmania, and has been taken from the Tasmanian Mountain
Bike Plan.
“The Mountain Bike Tourism Market Profile for Tasmania identified the independent
mountain biker (intrastate and interstate), as the primary mountain bike market for
Tasmania (see Attachment 1 for an overview of the identified mountain bike markets).
The majority of interstate visitors are expected to be residents of Victoria and NSW, with
lower numbers originating in the other Australian states.
The international market is considered to be relatively small, due to distance (e.g. from
the major population centres of Australia and elsewhere in the world) and strong
competition from other well-established mountain bike destinations. However,
Tasmania’s reputation as a place to experience ‘wild’ and unique landscapes, combined
with a commitment to developing high quality and innovative mountain bike
infrastructure, provides an opportunity to grow the international mountain bike rider
market.
The event market is also considered to be a significant market for the state, as
evidenced by the success of existing events, such as the Wildside MTB Race, the
Australian MTB Series, and the more recent addition of the Blue Dragon Race, which
attract interstate competitors, and a small number of international competitors (and
their families).
A review of current studies indicates that there is some cross-over between the
mainstream cycling market (touring/road cycling), and the mountain biking market,
including a higher than average income, an age range of 24-49, and higher male
participation rate than that of women.
There is, therefore, the potential for some conversion of mainstream cyclists to mountain
biking, as either ‘true’ mountain bike tourists, or to take part in a mountain bike
experience as part of their trip. This is also true for the nature-based tourism market in
general, who may be enticed to take part in a ‘softer’ mountain bike experience as part
of a broader itinerary.
There is also some indication that there is significant conversion of bushwalkers to
mountain biking. For example, a number of bush walking clubs in Tasmania are now
offering mountain biking trips as part of their programs. The potential conversion of the
bushwalking and mainstream cycling market, in conjunction with encouraging younger
BMX or dirt jump riders to continue on to other disciplines of the sport, provides for the
16
opportunity to significantly grow both the interstate and intrastate mountain bike market
in Tasmania.
Review of rider profiles indicate that mountain bike riders are generally technology-savvy,
and predominately use the internet to access information about riding areas. Mountain
bike clubs, land management agencies/councils and some tourism websites in Tasmania
refer to mountain biking opportunities in varying levels of detail. For example, there is a
function on the Pedalbite website that allows basic maps of specific areas to be
generated using Google Maps. Other information on riding areas is also available on this
site, however, Pedalbite is primarily used by local riders, with information generated by
users with little quality control, and has limited capacity in relation to tourism”.
2.9 Market attractiveness
The following table presents each identified customer segment in terms of
attractiveness in achieving project goals:
Segment Size of segment
MTB motivation
Proximity/ frequency
Growth enabler Score Rank
Independent mountain bikers 5 5 5 5 20 1
Event mountain bikers 4 5 2 5 16 2
Event spectators 2 2 3.5 4 11.5 3
Guided adventure seekers 1 2 2 2.5 7.5 4
Independent adventure seekers 2 1 2 1 6 5
Marketing implications
14 Independent mountain bikers are the lead target market to grow mountain biking tourism across Tasmania.
15 Event mountain bikers and spectators are important support markets to drive growth and profile.
16 Tourism is likely to grow as independent mountain bikers and event mountain bikers from across Australia become aware and passionate about Tasmania as a lead mountain biking destination.
17 Target growth by attracting road cycling and other active segments to MTB.
Section 3Marketing strategy
Maria Island, East Coast of Tasmania.Photo: Tourism Tasmania and Brad Harris
18
3.1 Marketing audience
The marketing audience has been broken into Experience enablers and Experience
consumers2
as shown below:
Experience consumers have been prioritised as follows:
Primary
a. Intrastate independent mountain bikers
b. Interstate and international independent mountain bikers
c. Event mountain bikers
Secondary
d. Event spectators
e. Guided adventure seekers and Independent adventure seekers
3.2 Marketing environment
Marketing begins and ends with the brand experience (or product).
Implementation of the Tasmanian Mountain Bike Plan will strengthen Tasmania’s
2 Market segment profiles can be viewed in Appendix 1: Segment Profiles.
19
MTB brand experience, generating increased awareness and interest over time.
While this marketing strategy addresses a longer-term approach to marketing as
product evolves, it should be recognised that a staged approach will be required
in sync with advancements in the brand experience.
Marketing to the mountain biking community is not
3.3 Marketing strategy
a set-and-watch strategy. The
following strategic direction involves a hands-on and customer integrated
approach to reaching and capturing the interest of the target riding community. It
is important that this time-heavy element of the strategy is recognised when
resourcing the program.
Mountain bikers are a niche market and interact through tight knit groups of
friends and fellow riders, forming a layered riding community. The following
provides a marketing strategy to grow MTB participation and development across
Tasmania from local riders and tourism markets:
Strategy 1: Integrate communication within the rider community.
a. strengthen ownership by engaging local mountain bikers through the
development journey and information planning process
b. engage Experience consumers and Experience enablers through a MTB
Tasmania website which does not smother other sites but feeds and
integrates with them
c. utilise online social networking to reach new markets, promote events and
infiltrate the circles of Independent mountain bikers across local and tourism
markets
d. form relationships with local cycling clubs and shops to distribute
information
e. be proactive in developing useful and practical, but cool and viral marketing
tools (i.e: YouTube clips and interactive planning tools).
20
Strategy 2: Leverage Tasmanian and national events as a direct communication medium.
a. leverage off existing and new iconic events to increase the profile of
Tasmania as a MTB destination nationally and internationally
b. promote the Tasmanian MTB experience to competitors and spectators at
local events
c. grow the tourism opportunity by attending national events to launch and
promote MTB Tasmania initiatives, events and new experiences
d. take a proactive approach to targeting public relations activity across local
and tourism markets.
Strategy 3: Engage clubs to strengthen the MTB experience and facilitate information communication.
a. strengthen local rider ownership of Tasmanian MTB by engaging clubs
through the MTB experience development process
b. develop two way partnerships to facilitate information development and
distribution
c. encourage affiliation of clubs with IMBA Australia and Mountain Bike
Australia (MTBA).
Strategy 4: Engage brand ambassadors in the form of ‘riding legends’ to promote MTB Tasmania events and experiences.
a. legends launch of MTB Tasmania initiatives
b. to share MTB Tasmania development news and progress across the national
biking community
c. to promote new and existing MTB events under the MTB Tasmania banner
d. to lead partnerships with a local charity in developing an annual MTB based
event.
Strategy 5: Build partnerships with aligned riding and lifestyle brands to reach existing and potential markets.
a. reach the broader active segments across local and tourism markets through
partnerships with outdoor lifestyle brands and distributors e.g. Anaconda,
Jayco, Mountain Designs, Kathmandu and Paddy Pallin
21
b. reach the existing local and tourism markets through partnerships with
mountain bike brands e.g. Shimano and SRAM.
Strategy 6: Foster relationships with experience enablers to drive experience development and the tourism market opportunity.
a. educate and resource the local tourism development, support and
information network about local riding opportunities and market needs
(including Tourism Tasmania, RTA’s, Zone Marketing Groups and TVIN’s)
b. encourage car rental operators in offering bikes and/or bike racks
c. encourage regions, towns and businesses to become ‘bike friendly’ under a
‘bike friendly’ brand (e.g. accommodation and/or local stores stocking
general equipment under the referred Biker Friendly brand)3
d. encourage the collaboration of land owners and tourism operators in
developing new MTB products
e. facilitate developments with Forestry Tasmania and the Tasmanian Parks and
Wildlife Service and other land managers.
Strategy 7: Engage the youth market at grass roots through school and summer education programs.
a. develop child-friendly communication materials, school education programs
and skills clinics
b. engage schools in event preparation.
Strategy 8: Work with existing MTB tourism operators to strengthen the MTB tourism experience and increase marketing voice:
a. engage local MTB operators through development of the MTB experience
and marketing programs
b. integrate local MTB operator product into tactical marketing programs
across all markets and segments
c. integrate commercial MTB product in state and regional tourism web sites
(i.e. www.discovertasmania.com.au home and zone pages, e-Newsletter
advertisements and advertorials)
d. support and skill existing MTB tourism operators to seek and maximise PR
opportunities.
3 Meander Valley Council have recently developed a logo for ‘bike friendly’ businesses that could easily be adapted for use across the state
Section 4Brand strategy
North-South Track, Wellington Park, Hobart.Photo: Hobart City Council and Jupe-Bergshoeff
23
4.1 Brand elements
The following diagram breaks brand strategy into a series of tools to
communicate the positioning and value in the mountain biking proposition for
Tasmania.
4.2 Brand focus
The following table illustrates the extreme ends of the brand positioning for
mountain biking to provide clarity on the best focus for evolving a creative
marketing solution:
24
Align Avoid Antithesis
Freedom
Exhilaration Challenge Reward Thrill Alive
Cluttered Commercialised Homogeneous
“a ride in the park”
25
4.3 Value proposition: independent mountain bikers and event
mountain bikers
A value proposition is designed to capture the emotional and rational benefits of
a brand in a short and succinct statement.
Tasmania is Australia’s leading mountain biking experience because it offers...
a climate-comfortable and crowd- free biking experience in some of Australia’s most dramatic and stunning landscapes, right on your doorstep…
making you feel...
free and totally immersed in the challenge and reward of Tasmania’s exhilarating natural environment.
Appendix 1 Segment profiles
27
MTB Sub- markets
Independent mountain biker (Destination mountain biker)
Event mountain biker Guided adventure seeker
Event spectators Independent adventure seeker
MTB as trip motivator
Primary Primary Primary or Secondary Primary or Secondary Secondary
Characteristics - Primarily male, aged between 20–40 - Have a tertiary level of education and mid to high incomes (e.g.
higher than $50 000) - Mountain bike regularly (e.g. once a week or two to three times per
week) - Likely to own more than one bike valued at over $1000 - Travel with own bike - Generally have high fitness and technical ability - Are seeking adventure, skill and physical challenge in exceptional
natural landscapes - Motivated by the technical quality of trails – in particular the amount
of single track (e.g. narrow, rough and winding with features), and exploring new areas is important
- Frequently ride trails rated ‘difficult’ or ‘advanced’ - Seeking non-crowded, natural destinations - Majority likely to fit into the ‘all mountain’ category (cross country
and downhill elements) - Require good quality base facilities (e.g. track signage, maps and track
notes, access to bike shops, accommodation and dining) - Generally rely on web-based information, or word of mouth - Willing to pay for a quality mountain bike experience - May compete in events - May be converted to participate in a supported mountain bike tour
program (e.g. pre-arranged accommodation, with bike specific facilities and gear, transport, rather than guided tours)
- Primarily male, aged between 30-49
- Likely to own more than one bike valued at over $1000
- Have a tertiary level of education and mid to high incomes
- Travel with own bikes - Willing to pay for quality
experience - Interstate competitors attracted
to Tasmania for high profile or exceptional events only (due to cost and time constraints)
- Frequently ride trails rated ‘difficult’ or ‘advanced’
- May be converted to participate in a supported mountain bike tour program (e.g. pre-arranged accommodation, with bike specific facilities and gear transport)
- May stay in the state to sight see, visit friends and relatives and take part in another activity post competition
- May have some MTB experience
- Will hire a bike and other gear
- Likely to be interested in half to full day tour, or mountain biking as part of a broader tour program
- Will likely spend the rest of their tour sight seeing
- May include families
- Mainly intrastate and interstate market
- Attracted to high profile events (e.g. national or state level competition)
- Family and friends will support recreational competitors
- Other activities and attractions may also be a motivator for attending event (e.g. activities for children)
- May MTB/cycle recreationally
- Often seeking quality accommodation and dining
- Often stay on after the event has finished to sight see, visit friends and relatives or take part in other activities
- Have chosen to holiday in Tasmania for other reasons (e.g. other nature-based activities or visiting friends or relatives)
- May include the touring market (camper vans)
- May have own bike, or may hire a bike
- Require easy access to trail information (e.g. internet or map/brochure), and more likely to visit Visitor Information Centre
- More likely to ride easy or moderate trails (e.g. higher amount of ‘double track’ - fire trail, dirt road)
- May be converted to participate in a guided MTB day trip
- Includes families
Likely proportion of the market
Likely to be the main MTB segment for Tasmania. Significant market segment, but likely limited by distance and travel cost from interstate/international origins.
Small proportion of the market.
Small overall proportion of the market.
Small proportion of the market.
Appendix 2 Hierarchy and descriptors
31
Potential IMBA EPIC ride
Description Rationale Core market appeal
An outstanding trail experience/s nominated by the Tasmanian community and endorsed by IMBA as an EPIC ride.
IMBA has endorsed a number of Epic Rides (primarily in North America) that are world class and internationally marketed, but none have yet been nominated or approved in Australia. Tasmania, like most other states, should aim to identify, develop and manage an outstanding MTB trail that has the capacity to be recognised by local riders and IMBA as an Epic Ride. It is unlikely that multiple Epic Rides would be endorsed by IMBA within the state. To market and promote the distinctiveness of Tasmania as a destination, it would be appropriate to consider one of the potential Iconic Wild Rides as a prospective nomination for an Epic Ride.
International and interstate riders (the independent mountain biker) to be attracted to Tasmania for this ride.
The Epic would also attract local riders, with levels of use influenced by location.
Iconic wild rides
Description Rationale Core market appeal
World-class trail experiences located within the wild landscapes of Tasmania
This would involve choosing the very best MTB ride opportunities within Tasmania’s unique landscapes that have the capacity to be developed and managed as world-class trails. None of the nominated iconic wild ride locations are fully developed and it is suggested that there are two tiers of prospective trails. The first are considered to be the leading wild rides with outstanding prospects for trail development, upgrading of facilities and marketing (and least amount of work required). The second tier are those trail areas that need investigation and may require legislative or policy change to progress (given many of the best trail locations may be within or close to national parks).
International and interstate riders to be attracted to Tasmania for these rides.
Local riders would also use the Iconic Wild Rides with levels of use influenced by location.
MTB adventure centres
Description Rationale Core market appeal
Locations that provide a service base for exploring a diversity of adventure trails in a natural setting
There are a number of remote locations within the state with the potential to provide a service base for riders to access a diversity of high-quality adventure MTB trails (that are not necessarily of iconic wild ride status). Most of the suggested locations are comprised of towns that could embrace MTB riding as a prime focus for local tourism. The distinctiveness of the small towns and their local setting would provide a strong appeal for those riders seeking uncrowded, intimate and adventurous experiences away from the main urban areas. The potential for the development of the adventure centres would largely depend on the willingness of the local community to embrace MTB riding as a prime investment for their place – it would require upgrading of trails and support facilities, information and for customer service standards to be tailored to the MTB market. Riding opportunities should be explored outside the immediate adventure centre area (e.g. within an hours drive from the centre, and may include nearby towns and settlements, to provide a variety of experiences).
More likely interstate riders and possibly smaller numbers of international riders. May be one of the major attractions for riders to visit Tasmania, as well as add to the reasons to stay longer.
It is likely that the development of MTB adventure centres would attract intrastate riders as well as local residents.
32
Regional MTB trail hubs and bike parks
Description Rationale Core market appeal
Core regional-scale trail networks and/or park facilities used regularly by Tasmanian riders
These are the key riding locations to meet the needs of local riders – well developed trail hubs and MTB parks within the major urban centres/regions that provide access to a network of local trails for day to day use.
Primarily local riders including intrastate travel during holidays and weekends, and during events.
Some of these facilities will have the capacity to attract interstate and international riders through high level event infrastructure, and may also play a supporting role in addition to the Adventure Centres, and Iconic Wild Rides.
Local MTB trails
Description Rationale Core market appeal
Highly accessible local trail networks and park facilities used regularly by Tasmanian riders
Access to the network of local MTB trails close to urban living areas and work places.
Local riders