Attractive Hardwoods. Destination development. Karslhamn 21 september 2017

Transcription

1 Attractive Hardwoods Destination development Karslhamn 21 september

2 Graffman AB, Business mission We assist companies, organizations and places that want s to strengthen the power of competitiveness and attraction on a long term basis 2

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4 What makes a destination successful?

5 Success factors Knowledge-based development Strategic decision making Brand and trademark Offerings the product strategy Markets and target groups the marketing strategy Cooperation models among the stakeholders. Enables capacity to Produce Promote Distribute Endurance

6 Destination development process questions and challenges What happened and why? Let s get going! This how we do it! Where we want to go! Where are we? What potential do we have? What do we want? Initiation Analysis Strategy Implementation Realization Evaluation 6

7 Stakeholder s motives Value experience High quality - low price Profits Lifestyle Realize ideas Tourists Producers Stakeholders Community Residents Employment Environment Infrastructure Quality of life Preserve and renew Social services availability 7

8 Collaboration and coordination Profiling Input Nature Culture Skills Capital Entrepreneurship Activities Events Service Room & Food Destination system Travel Information Sales Reservations Output Reputation Profitability Employment Tax Revenues Impact on nature and culture 8

9 Challenges in collaboration projects Different stakeholders with different agendas What s in it for me Lack fo power to make decisions Small businesses with low profitability Participant and project owners are not the same persons Lack of trust Unwillingness to lose control over the own company We tryed that years ago and it didn t work 9

10 Six blind brothers 10

11 Conflict Situation Problem Interprate based on: Role Person Position 11

12 Strategic Plan Vision Critical success factors Profile/USP Position Brand Current situation & Potential Obstacles & Challenges 12

13 Phase 2 Analysis Own system Map opinions current potential System structure, maturity and willingness to change Participation Market Market analysis Customer attitudes Competitive analysis Environment Trends Macro analysis PEST Regional / local (political, economic, social and technological) SWOT Summary of three analyses into: Strengths Weaknesses Opportunities Threats 13

14 Phase 3 Strategic Planning External Marketing Vision Profile Internal Marketing Personnel and Skills Culture, Norms and Values Markets and target groups Offering, Products, Services Finance and Economy Management Organization, Responsibility Cooperation 14

15 Vision An expressed expectation about the future A memory of the future The vision is our internal star that guides us and give us energy We told him thats Impossible, but he would not listen

16 Brand and strategy

17 What is a destination brand? Destination brands only exist in the mind of the consumer The destination brand is a promise, and must be delivered.not just a fancy logo

18 A destination always has a brand! Dzūkija National Park Stockholm Venice Blekinge Yellowstone Åre Österlen Słowiński nationalpark

19 Building blocks of the brand The touristic products and their availability, level of service and quality Hostmanship and experiences Society and public service All messages and communication from the destination All internal communication between stakeholders and to the residents

20 Destination branding process Brand audit Market image Competitor analysis Internal system Brand identity Core values Profile Position Brand platform Brand icons U.S.P:s Brand promise Co-branding

21 Product strategy USP AND BRAND ICONS DESTINATION THEMES PRODUCTS AND OFFERS Prized and distributed packaged offers Letting go of geography Themes are found in the intersection of; Consumer needs Brand Destinations assets QUALITY ASSURED ASSETS ASSETS AND SUPPLIES

22 Attractivenes s From themes to a product portfolio Thematic product development partnerships Enables different markets and target groups for different themes and different distribution channels City Break, Business Meetings Touring, Gastronomy & Wines Invest Marine Sports, Sun & Beach Adventure & Nature, Culture & events Invest Selective Monitor Golf, Wellnes Cruses, Industry Tours 22

23 To increase value Differentiated Transformations Guide Experiences Stage Services Deliver Products and articels Make Commodities Extract Undifferentiated Price

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25 What is a tourist product?

26 Common venture on the Wilderness Fair in Stockholm LKAB together with Swedish Lapland Tourist Board

27 Market strategy TOTAL MARKET SELECTED MARKETS SELECTED TARGET GROUPS MARKET POSITION AND IMAGE

28 Market strategy apporaches TOTAL MARKET SELECTED MARKETS SELECTED TARGET GROUPS MARKET POSITION AND IMAGE Market definitions 1. Proximity and availability 2. Partnership and distribution

29 Market strategy aproaches TOTAL MARKET SELECTED MARKETS SELECTED TARGET GROUPS MARKET POSITION AND IMAGE Target group definitions 1. Demographic approach 2. Attitudes, interests and lifestyle 3. Thematic approach

30 Customer Pyramid Relationship Marketing Direkt marketing to selected target groups Image & Profile Marketing Stars Repeaters Customers Prospects Suspects 30

31 Synthesis TOTAL MARKET SELECTED MARKETS SELECTED TARGET GROUPS MARKET POSITION AND IMAGE DESTINATION BRAND USP AND BRAND ICONS DESTINATION THEMES PRODUCTS AND OFFERS Prized and distributed packaged offers QUALITY ASSURED ASSETS ASSETS AND SUPPLIES

32 Destination organization and supporting processes

33 Task-oriented approach Producers and products Competence Quality Capital Business development Packaging New offers Trends, analyzes of market demand and guest surveys Internal marketing STRATEGIC COORDINATION Image marketing, Product marketing PR Relation marketing External marketing Market Strategic cooperation with: Carriers Travel agents and distributors Other destinations Strategic partners

34 Basic Philosophy of the PathFinder Participation & taking responsibility Arenas for meeting Long term increase in the system s competitiveness and attraction Change & development Dialogue & collaboration 34

35 Taking Responsibility Time Responsibility Delegation Participation Acceptance Knowledge Info Commitment 35

36 Challenges on your Hardwood destinations Look att your own destinations what are the challenges for the next step of destination development?

37 Please contact: Johan Graffman Senior consultant and CEO Phone: +46-(0) Graffman Företagsledning & Utveckling AB Smedsgränd 2B UPPSALA Phone: +46-(0) must become the change we want to see. «Mahatma Gandhi 37

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