Aug
7
I was sad to read an article on FT.com this week which noted the demise of that TV advert Clarion Call exhorting tourists to visit Australia.
The article went on a bit about the quality of the series of adverts - "ham acting" and several other criticisms were levelled at the creators. Shame really, I rather liked the ads. Mind you, I didn't actually go to Australia, but that's hardly the Australian tourist boards' fault. The fact that there were lots of other people who - like me - stayed on the top half of the globe, probably is...
It seems that tourism around the world is waking up to the fact that we are not all the same.
I'm delighted! At last we can expect a little bit of segmentation with properly designed messages for carefully researched customers.
You can do this stuff with your website you know. You can tailor your marketing messages to particular target markets. It means learning how each market segment thinks, researches, makes purchase decisions and above all, learning how they communicate.
Learn the words your potential customers use when they speak to each other and use them on your website.
It's not new is it? If you want to sell to the French, it's a good idea to write a French language version of your website.
So it is with market segments.
The article went on a bit about the quality of the series of adverts - "ham acting" and several other criticisms were levelled at the creators. Shame really, I rather liked the ads. Mind you, I didn't actually go to Australia, but that's hardly the Australian tourist boards' fault. The fact that there were lots of other people who - like me - stayed on the top half of the globe, probably is...
It seems that tourism around the world is waking up to the fact that we are not all the same.
I'm delighted! At last we can expect a little bit of segmentation with properly designed messages for carefully researched customers.
You can do this stuff with your website you know. You can tailor your marketing messages to particular target markets. It means learning how each market segment thinks, researches, makes purchase decisions and above all, learning how they communicate.
Learn the words your potential customers use when they speak to each other and use them on your website.
It's not new is it? If you want to sell to the French, it's a good idea to write a French language version of your website.
So it is with market segments.
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