Understanding Your Canadian Target Market

Transcription

1 Understanding Your Canadian Target Market 2015 North Dakota Travel Industry Conference Jason Dunkel

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3 Agenda Introduction to Environics Analytics Canadian Demographic Trends How do we help tourism organizations? The North Dakota Tourism study 3

4 Who is Environics Analytics? Canada s leading marketing analytics company Senior leadership team comprised of industry pioneers 90+ Employees strong Customers across all industries 4

5 WE USE DATA TO HELP YOU SOLVE YOUR MARKETING CHALLENGES 5

6 Who Am I? Started at Environics Analytics in 2008 Spent 4 years in product management and software development Began specializing as sales consultant in Travel and Tourism in 2012 Jason Dunkel TTRA Canada Board Member Traveled to 22 countries 6

7 CANADIAN DEMOGRAPHIC TRENDS 7

8 Canadian Demographic Trends AGING BABY BOOMERS 8

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11 Canadian Demographic Trends INCREASING URBANIZATION 11

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13 Canadian Demographic Trends INCREASING MULTICULTURALISM 13

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15 Canadian Demographic Trends BABY BOOMLET 15

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17 Canadian Trends CANADIAN DOLLAR 17

18 'Star Trek' fans told to stop 'Spocking' Canadian $5 bill 18

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20 HOW DO WE HELP TOURISM ORGANIZATIONS? 20

21 Background: Geodemography DEMOGRAPHICS DEMOGRAPHICS $125,000 $82,000 21

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23 Background: Geodemography DEMOGRAPHICS DEMOGRAPHICS $125,000 $82,000 23

24 Background: Geodemography DEMOGRAPHICS $125,000 24

25 What s in a Postal Code? Demographics Age 25 to 34 1 person households Non-family household Use public transit University degree Management occupation Single (never married) English mother tongue Apartment Retail Behaviour (Past Year) Sporting Life Mastermind Grand and Toy Loblaws Holt Renfrew Talbots Sunglass Hut Black s Town Shoes Pharma Plus Lenscrafters SoftMoc Nine West Apple Pier 1 Imports Sports and Leisure Opera Museums Art Galleries Live Theatre Foreign Movies Nightclubs/bars Pop Music Concerts Attend Pro Basketball Attend Pro Baseball Health/Fitness Club Downhill Skiing Canoeing Yoga/Pilates Tennis Ice Skating Media Preferences Medium-Light Radio Listener Rock News/Talk/Information/Sports Oldies Light TV Viewer Sitcoms News/Current Affairs Heavy Reader of Daily Newspaper Finance/Business Real Estate/Homes Medium-Light Magazine News and Current Affairs Heavy Internet Use Buy Books Online 25

26 NORTH DAKOTA TOURISM STUDY 26

27 Objectives Gain a better understanding of inquirers overall and within participating CVBs Develop and understand target segments to guide strategic and tactical decisions Quantify and locate the target segments in ND s Canadian footprint to identify untapped potential 27

28 Data-Contributing CVBs Minot Devil s Lake Grand Forks Theodore Roosevelt Medora Foundation Bismarck-Mandan Fargo-Moorhead Participant Provided Data - Not participating **North Dakota Tourism also supplied a list of inquirers 28

29 Tourism Inquirers Inquirer Data Received (All participants, past 5 years) 32,421 records Geocode Inquiries (Applying Lat/long ) 29,929 records (92.3%) PRIZM Coding 29,384 records (90.6%) Saskatchewan/Manitoba 15,313 records (47.2%) Study Universe Removed Records 2,492 inquirers not geocoded based on missing or incorrect postal codes Removed Records 543 inquirers not coded because they are 100% business 2 inquirers are unclassified due to incomplete data to assign a cluster 1-66 MB/SK 15,313 (47.2%) By CVB North Dakota Tourism 4,628 (29.2%) Bismarck-Mandan 1,579 (85.8%) Fargo-Moorhead 279 (53.5%) Grand Forks 6,545 (76.5%) TRM Foundation 1,289 (85.1%) Other 993 (91.5%) 29

30 Segmentation Inputs Environics Analytics DatA Lifestage Social Group Socio-Economic Status Average HH Income 4+ Person in HH 30

31 Segmentation Inputs North Dakota Data All Inquirers (Past 5 years) CVB Inquirers (4 Participating and 2 Other) East Vs. West CVBs ND Tourism Inquirers (2013/14, 2010, Other) 31

32 Segmentation Inputs Behavioural Data Spent 1+ Cross-border shopping in the US Golfed in the Past Year Visited High Quality Formal Dine-In Restaurants in the Past Year Visited Mid-Western US in the Past Year Visited a National or Provincial Park in the Past 32

33 4 Distinct Target Segments Mature Explorers Shop and Dine Families Traditional Families Younger Urbanites 33

34 Socio-economic Status Lifestage Vs. Socio-Economic Status Upscale Shop & Dine Families Inquirer HHs: 3,443 (22.5%) MB/SK HHs: 141,687 (15.1%) Inquirer HHs: 3,003 (19.6%) MB/SK HHs: 139,769 (14.9%) Traditional Families Mature Explorers Younger Urbanites (Secondary) Inquirer HHs: 793 (5.2%) MB/SK HHs: 61,714 (6.6%) Inquirer HHs: 5,411 (35.3%) MB/SK HHs: 247,431 (26.4%) Downscale Younger Lifestage Mature *Size of bubble corresponds to HHs in Manitoba/Saskatchewan 34

35 Propensity to Inquire Cross-Border Shopping vs. InquirY High Personification Priorities Inquirer HHs: 5,411 (35.3%) MB/SK HHs: 247,431 (26.4%) Inquirer HHs: 3,443 (22.5%) MB/SK HHs: 141,687 (15.1%) Mature Explorers Shop & Dine Families Traditional Families Inquirer HHs: 3,003 (19.6%) MB/SK HHs: 139,769 (14.9%) Inquirer HHs: 793 (5.2%) MB/SK HHs: 61,714 (6.6%) Younger Urbanites (Secondary) 35 Low Low Propensity to Cross-Border Shop High *Size of bubble corresponds to HHs in Manitoba/Saskatchewan

36 Target Group Comparison Target Group Overview Mature Explorers PRIZM Clusters: 24, 43, 51, 54, 55, 56 Shop & Dine Families PRIZM Clusters: 03, 08, 10, 11, 12, 14 Mature group, many empty-nesters with below average incomes; possibly retired. Living in smaller communities Upscale, middle-aged families. Above average incomes and teenage and older children at home. Living in urban centres 26% of MB/SK HHs (247,431) 35% of MB/SK Inquirers (5,411) Top Markets (CMAs) By Count HHs: Winnipeg (MB), Outside Market (MB/SK), Regina (SK) By Penetration: Moose Jaw (SK), Portage La Prairie (MB), Yorkton (SK) 15% of MB/SK HHs (141,687) 28% of MB/SK Inquirers (3,443) Top Markets (CMAs) By Count HHs: Winnipeg (MB), Saskatoon (SK), Regina (SK) By Penetration: Regina (SK), Saskatoon (SK), Winnipeg (MB) 36

37 Target Group Comparison Demographics Mature Explorers PRIZM Clusters: 24, 43, 51, 54, 55, 56 Shop & Dine Families PRIZM Clusters: 03, 08, 10, 11, 12, 14 Small towns & suburbs $ HH income: $75,574 Urban & suburban $ HH income: $136, years old High school or less years old University education 1-2 people in HH 8% visible minority 3+ people in HH 14% visible minority *Indices against MB/SK Market Under 90, Over 110 Sources: Environics Analytics, Statistics Canada, Environics Research, North Dakota Tourism & Participating CVBs, Numeris-RTS 37

38 Target Group COmparison Social Values Mature Explorers PRIZM Clusters: 24, 43, 51, 54, 55, 56 Shop & Dine Families PRIZM Clusters: 03, 08, 10, 11, 12, 14 When travelling, they may be looking for a simple escape from their daily lives. As a risk-averse group, they may prefer to have set itineraries or guides while vacationing. With an attraction to nature and propensity to visit provincial or national parks, Mature Explorers may be drawn to the serene wilderness waiting for them in the western part of the state. With traditional family values, they may be keen to create lasting memories with their children in the form of family trips or adventures. A financially secure group who often seek out unique products or activities, participating in an exclusive event may appeal to them. Leading busy lives, Shop & Dine Families may seek an escape from the daily grind, and as enthusiastic consumers, they may find the escape they need shopping for their favorite brands. *Indices against MB/SK Market Sources: Environics Analytics, Statistics Canada, Environics Research, North Dakota Tourism & Participating CVBs, Numeris-RTS 38

39 Target Group COmparison Lifestyle and Leisure Mature Explorers PRIZM Clusters: 24, 43, 51, 54, 55, 56 Shop & Dine Families PRIZM Clusters: 03, 08, 10, 11, 12, 14 Low 100 High Low 100 High Fine Dining Fine Dining Golfing Golfing $ Cross-border shopping (US) $ Cross-border shopping (US) Provincial/ National Park Provincial/ National Park Getting away from it all May enjoy local culture Family friendly activities Night out on the town Local gardens or national parks Exhibitions and fairs Amusement parks Fine dining Community or dinner theatres Sporting events Movies Live theatre Historical sites Zoos and farms Sporting events Concerts *Indices against MB/SK Market Sources: Environics Analytics, Statistics Canada, Environics Research, North Dakota Tourism & Participating CVBs, Numeris-RTS 39

40 Target Group Comparison Media Preferences Mature Explorers PRIZM Clusters: 24, 43, 51, 54, 55, 56 Shop & Dine Families PRIZM Clusters: 03, 08, 10, 11, 12, 14 Light Heavy Light Heavy TV TV Radio Radio Newspaper Newspaper Magazine Magazine Internet Internet Direct Direct *Indices against MB/SK Market Sources: Environics Analytics, Statistics Canada, Environics Research, North Dakota Tourism & Participating CVBs, Numeris-RTS 40

41 Winnipeg Target Group # of HHs in Winnipeg CMA % of Winnipeg CMA Total 313, Mature Explorers 65, Traditional Families 43, Shop & Dine Families 71, Younger Urbanites 32, Non-Target 98,

42 Regina Target Group #HHs in Regina CMA % of Regina CMA Total 93, Mature Explorers 15, Traditional Families 16, Shop & Dine Families 28, Younger Urbanites 7, Non-Target 26,

43 Saskatoon Target Group # of HHs in Saskatoon CMA % of Saskatoon CMA Total 116, Mature Explorers 10, Traditional Families 23, Shop & Dine Families 30, Younger Urbanites 13, Non-Target 38,

44 At The CVB Level Inquirers By Market CVB Inquirers Canadian Households Census Metropolitan Area # of Inquirers % of Inquirers Total Households % of Can. HHs % Pen. Regina (SK) XXX XXX 93, XXX Non-CMA (SK) XXX XXX 164, XXX Winnipeg (MB) XXX XXX 313, XXX Non-CMA (MB) XXX XXX 144, XXX Brandon (MB) XXX XXX 23, XXX Estevan (SK) XXX XXX 5, XXX Saskatoon (SK) XXX XXX 116, XXX Moose Jaw (SK) XXX XXX 15, XXX Yorkton (SK) XXX XXX 7, XXX Prince Albert (SK) XXX XXX 16, XXX Non-CMA = Census sub-divisions within provinces that are outside census metropolitan areas and census agglomerations 44

45 At The CVB Level Inquirers by Segment All North Dakota MB/SK Inquirers* (Outside) vs. MB/SK HHs (Inside) 17% Mature Explorers Traditional Families 5% 37% 26% 35% Shop & Dine Families Younger Urbanites Non-Target 22% 7% 15% 15% 20% Target Group Inquirers by Year 45 39% 35% 40%

46 WHAT CAN WE DO WITH THESE INSIGHTS? 46

47 Applying These Insights Deployment Media Planning Fine-Tune Targeting Tactical Creative and Offer Opportunity Assessment Strategic Product Development Measure and Refine Take Research Further 47

48 Support Traditional Media Buying Television Shows, channels, preferred viewing time Media Planning Radio Genres, preferred listening time Newspaper Sections, reading style Magazines Titles, frequency Out-of-Home Commuting patterns, responsiveness Direct (addressed, unaddressed) Responsiveness 48

49 Support Digital Media Decisions Media Planning Online Responsiveness, type of site Mobile Websites, activities Social Media Channels, behaviors (consumers/creators) Responsiveness, targeted s 49

50 Fine-Tune Direct Mail Targeting Fine-Tune Targeting 50

51 Fine-Tune Direct Mail Targeting Fine-Tune Targeting Customize and balance target groups Control who has received mail in the past Winnipeg Neighbourhoods Total Delivery Units Houses Apts Target Deliver Units** Target Pen** Target Delivery Units Cumulative Cumulative Target Pen** Mature Explorers* * % % Shop & Dine Families** % Mailed in March % Mailed in May Seven Oaks West Seven Oaks East River East West River East East Transcona Inkster West Inkster East Point Douglas North Point Douglas South River East South St. Boniface West Look into walks where current relationships exist St. Boniface East Capture mix of walks in areas for comparisons St. James-Assiniboia West

52 Fine-Tune Out Of Home Placement Fine-Tune Targeting 52

53 Influencing Tone and Creative Typically risk-averse, I may prefer to have a set itinerary or guide when travelling I often venture to the great outdoors to recharge my batteries I may be an enthusiastic consumer and I may gravitate towards new and unique products and services Creative and Offer I am keen to create lasting memories with my children Mature Explorers Shop & Dine Families Source: Environics Analytics, Environics Research 53

54 Evaluating Markets Opportunity Assessment How can budget and effort be most effectively allocated? Shop & Dine Families Are there emerging markets that should be considered? 54

55 Identify Product Development Gaps What activities don t we offer that are being expected by our target audiences? Product Development What are our bread and butter activities for Canadians? What promotions might be effective at driving visitation? 55

56 Insights From Ongoing Learning Changing Demographics/ Economics Measure and Refine Campaign Effectiveness Repeat vs. New Visitors Target Group Response Emerging Markets Emerging Channels 56

57 More Integrated and Targeted Research Take Research Further Refine and Evaluate Screen and Validate 57

58 THANK YOU!! 58