MARKETING IN THE RECESSION

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MARKETING IN THE RECESSION
catriona campbell
clear thinking communication for a muddled world
www.catrionacampbell.co.uk
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The positive news

• Obama sworn in as President of the USA
• Weak pound strong dollar strong euro
• Visit Britain research on costs for visitors to
  the UK from the US show it was 26 cheaper to
  visit in November 2008 vs November 2007 -15
  cheaper for visitors from the Euro zone
• Overseas bookings up by 20 for Scottish cottage
  operator Ecosse Unique with particularly good
  demand from Germany and Holland

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More good news

• Hotels.com reporting 70 increase in hits for
  London from France
• London no longer in top 10 most expensive cities
  for hotel rooms for Europeans
• For the first time in years Britain is now seen
  as a budget destination for overseas travellers.
  
• "Britain has never been more affordable and, with
  fuel prices coming down, it's now cheaper to get
  here as well."

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And theres more good news in the domestic market

• Shearings - Twice as many Britons planning a
  holiday in UK in 2009 compared to last year
• Holidaylettings.co.uk Enquiries up by 48
• Confederation of Passenger Transport
• 60 unwilling to give up holidays but cutting
  costs and planning a holiday of under 500.
• Campsites, seaside hotels, BBs and coach and
  caravan companies all expected to benefit

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The year of the Great British Holiday

• Holiday Cottage Group - Easter bookings up 30 on
  last year and half-term bookings are up 5
• Advance bookings for 2009 caravan breaks are up
  by 40 on 2008, according to the Caravan Club who
  are confidently predicting that 2009 will be the
  year of the Great British holiday

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And theres more good news

• Interest rates down
• Petrol prices down
• Cut in VAT

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Visit Britain research

• People not looking to cut frequency of trips but
  spend
• Holidays seen as a necessity not a luxury
• 45 cutting back on holiday expenditure
• 55 not cutting back
• Nervous and drastically changing behaviours - 15
  of population
• Concerned and refining behaviours 47
• Concerned but will wait and see - 28
• Sod its 10

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Visit Britain research

• Only a minority are cutting breaks/holidays
  altogether (mostly short breaks abroad and
  London)- but widespread plans to save money
• 36 stated they would take a short break in UK vs
  19 for short break overseas
• Most affected are families and lower
  socio-economic groups, people working in, and
  associated with, banking and housing
• Key empty nester groups less affected

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Attitudes and behaviour changes

• More planning and investigation
• People wanting added value
• Will be looking for offers
• People need to justify taking a holiday

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Implications for marketing

• Important that tourism businesses and
• partnerships work together -
• Working with destinations
• Working with museums
• Working with Visit England
• Working with Visit Britain
• Working with Tourist Information Centres
• Working with Chambers of Commerce
• Business Link
• Other networking organisations and groups

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What are the tourism bodies doing to respond to
the recession?

• Visit London?
• Visit England?
• Visit Britain?
• The good value destination

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Implications for marketing

• Enabling offers
• Enhancing experiences
• Stimulating unique experiences
• Self justification messages

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Enabling offers

• Offers for families and less well off
• 2 for 1 entrance
• Loyalty schemes collecting vouchers/partnering
  with other non-tourism brands
• Attraction plus rail or coach ticket green
  too
• Meal voucher with attraction ticket
• Reduced rail ticket plus theatre etc.

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Enhancing experiences

• Provide an even better experience
• Complimentary add-ons
• Free spa treatment
• In-room reflexology/aromatherapy/
• manicure hair stylist
• Days membership at health club for self catering
  clients
• Concierge service
• Games for children whilst dining
• Wi-fi

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• Accommodation plus personal shopper
• Accommodation plus personal chef!
• Taxi pick up from home to coach departure point,
  restaurant inclusive or reduced price
• Hotel plus meal at local restaurant plus
  theatre/art gallery/city tour
• Photo printing service
• Welcome pack for pets! Dog grooming!
• Going home kit

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Stimulating new and unique experiences

• Encourage people not already considering a break
• Working with event organisers accommodation
  plus concert, meal plus show
• Big events combined with cheap travel
• What events can be used as a hook for your
  business?

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Stimulating new and unique experiences

• Oxford Cambridge Boat Race 29 March
• World Pooh Sticks Championship 29 March

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• Anish Kapoor at Brighton Festival May
• Le Corbusier at Barbican until May
• Constable at Compton Verney
• June September 2009

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• Indian summer at British Museum
• China - Journey to the East
• Bristol City Museum until April

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And theres more

• London to host 2011 UEFA Champions League
• 2012 London Olympics!

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Stimulating new and unique experiences

• Appealing to peoples interests and hobbies
• Creative tourism painting, cookery, music,
  bridge
• ½ day workshops included with accommodation
• Experiential meeting local people enjoying
  local experiences

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Self justification messages

• Need to escape/change my life/learn something
• Spending the redundancy I deserve it
• Focus on family values people will want to
  increase sense of security - be closer to loved
  ones, enjoy reunions
• Nostalgic for good times want to create
  memories - make every second count
• Feel insecure will seize on anything that helps
  overcome this
• Need things to look forward to chances to have
  fun - small brief treats

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Promotional Messages

• We can help you feel relaxed
• Take away your stress
• Bring you happiness
• Improve your health
• Make you proud
• Help you achieve
• Help you look younger/feel younger
• Feel romantic
• Give you time and space

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Who is still travelling?
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Research, research, research!

• ???
• and ???
• Think about the people you know
• Talk to colleagues
• Talk to friends and relations
• Talk to your customers
• Talk to people here today!

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Remember to.

• Have a clear and focused identity - be clear what
  you are selling and be sure you really know your
  customer
• Focus marketing budgets monitor results, target
  more carefully
• Target a specific market and be good at it e.g.
• The family friendly destination?
• The place for a family-reunion?
• The most romantic winter destination?
• The best cosy small hotel with fantastic views?
• The most reliableThe most imaginative.
• ..pet friendliesteco-friendliest ..best for
  artists.for disabled travellers, for special
  diets. etc etc

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Words matter

• Regularly review you website and other
  promotional items ask others to do so too
• Use a strong headline make a promise you can
  fulfil
• Offer a solution to a problem
• Use questions to which the answer is Yes
• Use an emotional appeal think why, not what
• Dont be bland - something for everyone
• Short words, short sentences

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And finally

• Importance of consumer generated content Trip
  Advisor, Trivago etc
• Use new free opportunities provided by internet
  e.g.
• Blogging wordpress.com
• Google analytics, Google alerts
• Social networking sites, You Tube, Flickr
• Form 3rd party alliances, network in person, pick
  up the phone!
• Be adaptable
• Be creative
• Be daring
• Be positive!

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• Working in tourism is still a great place to be
  have fun!

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Catriona Campbell

• clear thinking communication for a muddled world
• www.catrionacampbell.co.uk