As the ancient adage goes, before you can understand another person, you must first walk a mile in her shoes. Or in the case of the leisure/business traveler, drive a mile in her vehicle, or sit a few hours in her airplane seat. In terms of destination marketing, the concept of segmenting is more important than ever: understanding the differences in geographic, demographic, and psychographic targets, and how to make each unique segment respond.
Geographic Segmentation: It’s important to understand your destination in terms of the classic “drive” markets…typically, markets within 100, 300 and 500 mile concentric circles. Analysis and interpretation of your points of entry for these drive markets can reveal key insights into travel behaviors and patterns. Keys to motivating these markets include packaging and events.
Demographic Segmentation: Realize, as well, that there are key differences among demographic groups, breaking along characteristics such as age, gender, and race. For instance, consider this: the section of the population that’s most likely to travel for personal reasons (age 55+)…is precisely the section of the population that will have the fastest rates of growth over the next several years. Understanding how to communicate with this age range, using the tools they prefer, is a vital key to success.
Psychographic Segmentation: Defining potential visitors and travelers based on psychographic characteristics—otherwise known as niche or specialty tourism markets—further helps you refine messaging. In fact, we have identified more than 100 psychographic tourism profiles…each market having its own unique wants, needs, and triggers. This includes profiles such as:
- Convention/Meeting Planners
- Adventure Tourism
- Heritage Tourism
- Volunteer Tourism
- Vocational Tourism
Our tourism work includes:
- Visit Spokane
- Downtown Spokane Partnership
- Silver Mountain Resort
- Schweitzer Mountain Resort
- Mt. Spokane Ski & Snowboard Park
- Spokane Sports Commission
Silver Mountain Resort 100% Pure Campaign
Visit Spokane Identity Development
BHW1 created a new identity to inspire regional pride and prosperity in the city we call home. The logo collection was developed after extensive research and features neighborhood-specific iterations to showcase unique landmarks. The process included a development of a “logo-wall” for inspiration on color and form.
Visit Spokane TV
BHW1 paired exciting motion graphics with compelling scenes from the Inland Northwest to entice adventurous viewers to visit.
Downtown Spokane Partnership
Mt Spokane Ski Resort