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Kenneth Fowler & Victoria Milne -1576bcApril 2004
VisitScotland Business Tourism Unit
Brand Development Research
1576bc - Business Tourism Brand Development Research, April 2004
“Scotland is a really desirable place to visit as a tourist…scenic, breathtaking views, friendly people, and a sense of history. It has a
balance of beautiful, wild landscapes and trendy cities...but it wouldn’t necessarily be top of my list for a business event”
Association, Washington
1576bc - Business Tourism Brand Development Research, April 2004
Research Objectives
1576bc - Business Tourism Brand Development Research, April 2004
Establish the most motivating and differentiating way to position Scotland as a business tourism destination - by understanding current perceptions and how these can be positively influenced
Understand how this positioning can best be communicated to international associations, incentive organisers and a corporate audience
Evaluate which aspects of Scotland are the most and least motivating for these audiences
Validate and refine the brand wheels where necessary
Research objectives
1576bc - Business Tourism Brand Development Research, April 2004
In addition…
Establish an understanding of the target audiences in terms of :
Decision making process Relationship between intermediaries and main decision maker Trends in buyer demands, needs and aspirations Desire for a pan Scotland Message versus city and venue messages Desired communication media, message and content
Research objectives
1576bc - Business Tourism Brand Development Research, April 2004
What did we do?
1576bc - Business Tourism Brand Development Research, April 2004
5 stage process:
Project Scoping
Proposition Development
Fieldwork
Debrief Workshop
Formal Presentation and Reporting
Methodology
1576bc - Business Tourism Brand Development Research, April 2004
Qualitative approach as follows :
A total of 53 face to face interviews in 5 countries with a representative sample of your 3 target audiences.
A total of 26 telephone and email interviews with a representative sample of your target audiences in 4 countries.
In the face to face interviews we presented and discussed worked up mood boards of each proposition and in the telephone and email ones we discussed the positioning statements in detail.
Methodology
1576bc - Business Tourism Brand Development Research, April 2004
Qualitative phase - UK Corporates
UKCorporates
Multi-national National Single Office
Previouslyheld an eventin Scotland
North x 3 Midlands x 3 South x 3
NotconsideredScotland or
rejected
South x 3 North x 3 Midlands x 3
IntermediaryBuyers
3 interviews 3 interviews 3 interviews
1576bc - Business Tourism Brand Development Research, April 2004
Qualitative phase - Associations
Associations
UK 6 face to face interviews 6 telephone/email interviews
USA(Washington)
6 face to face interviews 6 telephone/email interviews
Europe (Brussels) 6 face to face interviews 6 telephone/email interviews
We spoke to representatives of a associations across a range of sectors who regularly organise conferences and meetings outwith their own country.
1576bc - Business Tourism Brand Development Research, April 2004
Qualitative phase - Incentive Planners
Incentives Corporate Planners Independentplanners
USA (Minneapolis) 2 face to face and 2telephone
2 face to face and 2telephone
Europe (Frankfurt) 2 face to face and 2telephone
2 face to face and 2telephone
We spoke to a total of 79 members of your target audience during this research, a sample that has provided a high level of consistency in trems of
the feedback received
1576bc - Business Tourism Brand Development Research, April 2004
The Findings
1576bc - Business Tourism Brand Development Research, April 2004
Key Findings - Contents
Key considerations when selecting a destination Current Information sources Current perceptions of Scotland
Spontaneous views on Scotland as a business destination
Strengths and weaknesses Views on current communications
Positioning Scotland - views on all routes Our Recommendations Next Steps
1576bc - Business Tourism Brand Development Research, April 2004
The decision making process
1576bc - Business Tourism Brand Development Research, April 2004
UK Corporates & Incentives
Brief
Short list prepared
Site visits
Proposals from destinations
Decision made
From MD, Chief Exec, Board, Client etc
By meeting/conference organiser
By meeting/conference organiser
Venue and destination teams
By MD, Chief Exec, Board etc
1576bc - Business Tourism Brand Development Research, April 2004
Associations - 2 possibilities
Country Decided(in advance by rotation)
Short list of cities prepared
Site visits
Decision made
Organising begins
Country not Decided
Tenders to members wishing to host
Short list prepared
Site visits
Decision made
Organising begins
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - UK Corporates
Corporates tend to organise several business events throughout the year ranging from small off-site meetings to large conferences and hospitality trips.
There is a great deal of consistency across companies regarding the selection of a location:
Company scale seems to have little influence on the decision making process
The involvement of external delegates or clients is a key influencing factor
Geographical location of head office is also a key factor
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - UK Corporates
Primary influences
Tertiary
influences
Internal meeting/conference Involving delegates/clients
Central easy to reach location
Low cost
Suitable capacity and facilities
High quality service
Previous Experience
Top quality accommodation
Good reputation
Quality of Marketing material
Relevance to conference
Extra Curricular activities
Venue “uniqueness”
Secondaryinfluences
Central easy to reach location
Suitable capacity and facilities
High quality service
Extra Curricular activities (social events)
Venue “uniqueness”
Within budget
Previous Experience
Top quality accommodation
Good reputation
Quality of Marketing material
Relevance to conference
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Associations
Most associations have their own set of specific working practices, however, there are a number of key consistencies:
They will not consider a country if they do not have any members or interests in that country
Some rotate only between member countries therefore there is little scope to influence their decision (although internal specifics can be influenced)
A number of associations put the conference out to tender among member countries (particularly the larger associations e.g. International Council of Nurses)
In all cases conferences and destinations are decided several years in advance
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Associations
Primary influences
Tertiary
influences
Member country
Good access and transport links
Local support and sponsorship
Budget
Suitable capacity and facilities including accommodation
Extra Curricular activities (social events)
Relevance of destination to conference
Venue “uniqueness”
High quality service
Good reputation
Previous Experience
Quality of Marketing material
Secondaryinfluences
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Associations
Many associations talked about the importance of local support and or sponsorship for their conferences.
This could include:
political or financial backing from the government financial help from locally based and empathetic businesses - e.g.
hosting receptions and dinners, provision of accommodation, etc. full or partial sponsorship of the conference or event
Associations are looking for assistance from local tourism bodies to establish appropriate contacts and networks ‘on the ground’
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Incentives
The selection of a location within the incentive market is led primarily by the type of incentive trip required e.g. activity, cultural, sports, hot or cold weather etc
Although they are not the final decision maker, both the intermediary and corporate incentive planner, heavily influence this decision
In all cases incentive organisers are looking for the “Wow” factor in a destination.
To qualify as having the “Wow” factor a destination is expected to offer a combination of world class activities, pure luxury and breathtaking surroundings - creating an experience unique to that particular destination (Scotland is generally considered to have the “Wow” factor)
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Incentives
Primary influences
Tertiary
influences
Brief (type of trip required)
Wow factor! (activities, unique and unusual venues, breathtaking surroundings, luxury)
Excellent service and standards
Social events
Good access and transport links
Budget
Good reputation
Previous Experience
Suitable capacity and facilities
Relevance of destination to conference
Quality of Marketing material
Secondaryinfluences
1576bc - Business Tourism Brand Development Research, April 2004
Selecting a location - Summary
As we would expect; transport links, available budget, capacity and facilities are consistently high on the list of influences
Perhaps more surprisingly the extra curricular activities i.e type of social events available, are very important to all of the groups with any external delegates (including the associations)
Marketing material is claimed to be the least important influence on the decision to choose a destination (more on this later)
1576bc - Business Tourism Brand Development Research, April 2004
Current information sources
1576bc - Business Tourism Brand Development Research, April 2004
Current information sources
There was a great deal of consistency here across all of the target audiences
The market is extremely cluttered - the respondents feel overwhelmed and ‘swamped’ by the amount of information and marketing material they get sent
DM from destinations is rarely read but frequently kept as part of a library for possible future reference
It is very unlikely that a piece of unsolicited collateral would influence the decision making process (We must question the cost-effectiveness of DM activity)
1576bc - Business Tourism Brand Development Research, April 2004
Current information sources
All audiences expressed a preference for personal contact and the effectiveness of building good relationships with destination representatives
Events and presentations were seen as a great way to do this, these types of activity stick in the organisers mind.
Email and telephone follow up was seen as important - “just keeping in touch and letting us know what’s going on is important.”
...however, it is felt this only really works if there is one consistent point of contact - someone they can form a relationship with
1576bc - Business Tourism Brand Development Research, April 2004
What about Scotland?
1576bc - Business Tourism Brand Development Research, April 2004
Perceptions of Scotland
Spontaneous perceptions of Scotland are extremely positive and inextricably linked to traditional imagery
Perceptions of Scotland as a business tourism destination are less positive (particularly among those who have not
yet been)
1576bc - Business Tourism Brand Development Research, April 2004
Perceptions of Scotland
The generic Scottish tourism proposition is all pervasive and primarily motivating
All of the different target audiences have very similar ‘emotional’ motivators which overwhelmingly focus on traditional imagery and perceptions of Scotland
Despite having a business agenda…it’s still the country that they choose first (the logistics come second)
1576bc - Business Tourism Brand Development Research, April 2004
Perceptions of Scotland
“A country full of history and heritage”Incentive, Minneapolis
“It is a enchanting country full of mystery and romance”Association, London
“A very safe, friendly and welcoming country.”Association, Washington
“Breathtaking scenery and quaint traditions.”Corporate, Midlands
“Great Golf!”Everyone, Everywhere
1576bc - Business Tourism Brand Development Research, April 2004
Perceptions of Scotland
There is, however, a prevalent lack of awareness regarding what Scotland has to offer the international business community both in terms of:
Facilities (ability, professionalism, infrastructure, expertise, access, to support MICE)
Business profile (what are the dominant industries in Scotland and where does our business expertise lie?)
Both of these are extremely important in positioning a country as a contender for MICE
1576bc - Business Tourism Brand Development Research, April 2004
Perceptions of Scotland
“I would tend to take a small group to Scotland for the experience rather than a bigger groups as I wouldn’t think they’d have the technology or very impressive
conference facilities.” Association, Brussels - never done business here
“It’s a bit out of the way and I would imagine it to be old fashioned.”
Corporate, London - never done business here
1576bc - Business Tourism Brand Development Research, April 2004
However...
Perceptions are far more positive amongst those who have previously organised events and conferences in Scotland
Many of them commented that they were “pleasantly surprised” at the level of professionalism and facilities available
There is also a feeling that Scotland has a unique combination of old and new
“Scotland has all the technology and facilities but the place still has a real personality and tradition which you don’t get in, say,
Birmingham.”Corporate, UK North
1576bc - Business Tourism Brand Development Research, April 2004
UK Corporates - perception of Scotland
Perceived Strengths
Culture and heritage People (open, friendly) Reputation as a hospitable and fun
country Suitable for delegates to extend their
stay and have a holiday Stunning countryside Beautiful historic cities
Perceived Weaknesses
Range and standard of facilities Range of venues “A bit behind the times” Unreliable weather Geographical location - too far and too
much time to travel for delegates Internal transport infrastructure Low awareness of industry sectors and
‘business empathy’
The most difficult audience to attract for business events Cost, travel and time commitment are seen as too high (this reflects current UK
business culture - the ‘jolly’ is dead) Attractive option for hospitality and/or incentive trips (golf…)
1576bc - Business Tourism Brand Development Research, April 2004
Associations - perception of Scotland
Strength of positive feeling towards Scotland is considerable at an emotional level
Doubts exist over the more rational elements of organising MICE
Perceived Strengths
Culture and heritage People (open, friendly) Reputation as a hospitable and fun
country Suitability to extend their stay and
have a holiday Stunning countryside Beautiful historic cities Steeped in culture and seen as an
“intelligent choice” Lots to do for spouses and partners Safe
Perceived Weaknesses
Confused communications raises doubt re professionalism
Range and standard of facilities (particularly modern conferencing capabilities)
Lack of capacity Poor reputation for customer service
(UK) Access and internal transport
infrastructure Expensive (exchange rates, rip-off
Britain) Quality of food (European’s especially)
1576bc - Business Tourism Brand Development Research, April 2004
Incentives - perception of Scotland
The power of golf as a motivating factor for incentive buyers cannot be underestimated The ‘wow’ factor that Scotland has is undermined for some by the lack of a customer
driven service culture…although, for some, this is seen as a ‘quaint’ aspect of Scotland
Perceived Strengths
Golf The WOW factor! (activities, unique
and unusual venues, breathtaking surroundings, luxury)
Cultural pursuits (festivals, history) Safe and welcoming destination The People Romance and Mysticism
Perceived Weaknesses
Poor levels of customer service Expensive (exchange rates, rip-off
Britain) Transport links and access issues Quality of the food Unreliable weather
1576bc - Business Tourism Brand Development Research, April 2004
Positioning ScotlandIn a business context
1576bc - Business Tourism Brand Development Research, April 2004
Positioning Scotland
All of the target audiences have very similar ‘emotional motivators’ and these are, overwhelmingly, driven by traditional imagery and perceptions of Scotland
Friendly people, history and heritage, natural environment, spirituality and mysticism, golf
These are the things that attract them to the country.
This might be enough to attract them as an individual, but they need to be convinced of Scotland’s capabilities as a MICE venue
1576bc - Business Tourism Brand Development Research, April 2004
3 important factors...
CountryPersonality
(the DNA of a nation)
Facilities and Logistics(capability)
Centres ofExcellence
(what goes on?)
Emotional
Rational
The best marketing to a MICE audience will motivate through positive communication of the country personality; will provide reassurance regarding facilities and capabilities; and will raise awareness of areas of business or academic expertise (centres of excellence)
1576bc - Business Tourism Brand Development Research, April 2004
How does Scotland stack up?
CountryPersonality
(the DNA of a nation)
Facilities and Logistics(capability)
Centres ofExcellence
(what goes on?)
Emotional
Rational
Very strong
Not providing thenecessary reassurance
Not getting themessage across
1576bc - Business Tourism Brand Development Research, April 2004
Proposition testingUK Corporates
1576bc - Business Tourism Brand Development Research, April 2004
The Space to be Inspired
“Our dramatic environment offers the space to reflect and get away
from it all making Scotland the most inspiring business destination.”
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1576bc - Business Tourism Brand Development Research, April 2004
Unique Locations and Surroundings
“Scotland’s amazing range of unusual and breathtaking venues is guaranteed to make any business event a memorable and enriching
experience.”
1576bc - Business Tourism Brand Development Research, April 2004
Vibrant Cities of Culture
“With vibrant cities buzzing with individuality, creativity and culture Scotland brings energy and vitality to any business
event.”
1576bc - Business Tourism Brand Development Research, April 2004
UK Corporates - Proposition feedback
What workedDrama, scenic imagery and quintessential Scottishness
‘The space to be inspired’What didn’t work
Too introspective for a business event, too solitary
What workedEnergy, vitality, culturally stimulating and fun
‘Vibrant cities of culture’What didn’t work
Only an element of what they come for, too ‘city-centric’ and young
What workedExtremely motivating and differentiating for Scotland
‘Unique locations and surroundings’ What didn’t work
Historical far more motivating than contemporary
1576bc - Business Tourism Brand Development Research, April 2004
Proposition testingAssociations
1576bc - Business Tourism Brand Development Research, April 2004
A Culture of Learning
“Scotland is home to some of the worlds oldest universities. This culture of learning continues today in a contemporary environment of cutting edge research, making Scotland an inspiring conference destination.”
1576bc - Business Tourism Brand Development Research, April 2004
A tradition of Innovation
“Scotland’s continuing world-class reputation for academic excellence & innovation provides a stimulating environment for
your conference.”
1576bc - Business Tourism Brand Development Research, April 2004
Associations - Proposition feedback
What workedPositive and (for most) surprising
‘A tradition of innovation’What didn’t work
Dry, boring, not particularly Scottish, no warmth or fun
What workedIntellectual, cerebral, stimulating
‘A culture of learning’What didn’t work
Too academic (even for academics), not particularly Scottish, cold, impersonal, dry
What workedExtremely motivating summing up the DNA of Scotland
‘Enduring, dramatic, human’ What didn’t work
Needs to be balanced with a MICE message and business relevance
1576bc - Business Tourism Brand Development Research, April 2004
Proposition testingIncentives
1576bc - Business Tourism Brand Development Research, April 2004
Excites the Senses, Rewards the soul
“Sample Scotland’s exciting combination of breathtaking surroundings and diverse activities for a truly
rewarding and invigorating experience.”
1576bc - Business Tourism Brand Development Research, April 2004
Hospitality and Personality
“Sample the unrivalled hospitality and individual personality of the Scots for a memorable and enriching experience”
1576bc - Business Tourism Brand Development Research, April 2004
Incentives - Proposition feedback
What workedStrong, motivating proposition for incentives
‘Excites the senses, rewards the soul’ What didn’t work
Not particularly Scottish, a bit impersonal
What workedWarm, welcoming, vibrant and motivating
‘Hospitality and personality’ What didn’t work
A little ‘rough and ready’ for incentives?
What workedExtremely motivating summing up the DNA of Scotland
‘Enduring, dramatic, human’ What didn’t work
Needs to be balanced with a strong sense of luxury and reward
1576bc - Business Tourism Brand Development Research, April 2004
A word about ‘hospitality & personality’
Part way through the fieldwork it became clear that this was a very motivating message for all the target audiences
Although the proposition was only formally presented to the incentives, the themes that it conveys were mentioned spontaneously by both the corporates and the associations as being a key reason for choosing Scotland
When communicating with a business audience, we must not lose sight of the importance of personal interaction, the importance of people and the ‘soul’ of a country
1576bc - Business Tourism Brand Development Research, April 2004
Our recommendationsWhat we would do if we were you
1576bc - Business Tourism Brand Development Research, April 2004
Communication proposition
The communication proposition for business tourism in Scotland needs to balance a core message of Scottishness (the emotional ‘tourism’ message) with a more rational MICE message (facilities, capabilities and expertise)
There can be a single communication package for association and corporate customers, however, a separate message is required for the incentive market
Underlying all should be a more human, social theme. A key finding from this study is that the business market is not radically different from the personal tourism market…primarily, they are motivated by the same themes…secondarily, they need different reassurances.
1576bc - Business Tourism Brand Development Research, April 2004
Communication proposition
Primarily: the business community are motivated by the same themes…quintessential Scottishness, castles, environment, hospitality,
friendliness, etc.
Secondarily: the business community needs a different set of reassurances…facilities, capabilities, capacity, access, professionalism,
etc.
This should be the communication hierarchy
1576bc - Business Tourism Brand Development Research, April 2004
Primary communication themes
Unique locations
Vibrancy, energy &fun
Dramatic environment Hospitality & humanity
Spirituality & mysticism
Corporate and Associations
1576bc - Business Tourism Brand Development Research, April 2004
Associations & Corporate
Scotland delivers the perfect combination of world-class science, technology and business capabilities together with
unique, dramatic locations and warm welcoming people
“A Tradition of Innovation and Hospitality”
1576bc - Business Tourism Brand Development Research, April 2004
Brand personality
Values
Facts & Symbols
Proposition?
Positioning?
What the product does for me
How the brand
makes me look
How the brand makesme feel
Describethe product
Rational
Emotional
Associations and Corporate market
Brand WheelScotland delivers the perfect combination of world class science,
technology and business capabilities together with unique, dramatic locations and warm welcoming people
A tradition of innovationand hospitality
. Intelligent
. Open minded
. Cultured
. Discerning
.Home of Golf . Whisky . Tartan .Stunning landscape .Castles. Culture & Heritage
.Vibrant cities .Scottish Hospitality.
. World class conference centres
. Centres of excellence
. Accessible/easy to reach
. Balance of Rural & Urban
. Functional Luxury accommodation
. Motivated members and workforce
. Range of options
. Easy to “sell”
. Unusual and unique experience
. Relaxed/stress free
. Welcome
. Reassured
. Pride. welcoming
. Supportive. Committed to excellence
. Friendly. Sociable & fun
. Confident . Professional
. Unusual venues
. Uniquely Scottish social programmes
.Value for money
.Good time
. Opportunity to sample different culture
. Friendly warm welcome
. Entertained
.Stimulated
1576bc - Business Tourism Brand Development Research, April 2004
Primary communication themes
Luxury & reward
Exclusiveenvironments
Unique locations Hospitality & humanity
Golf
Incentives
1576bc - Business Tourism Brand Development Research, April 2004
Incentives
Proposition
The warmth and hospitality of the people, breathtakinglandscapes and the best golf in the world deliver
luxury and reward Scottish style
“Excites the senses, rewards the soul”
1576bc - Business Tourism Brand Development Research, April 2004
Brand personality
Values
Facts & Symbols
Proposition?
Positioning?
What the product does for me
How the brand
makes me look
How the brand makesme feel
Describethe product
Rational
Emotional
IncentivesBrand Wheel
Excites the senses,rewards the soul
.Castles .Lochs .Highlands .Whisky .Tartan .Kilts .Bagpipes.Home of golf .Hogmanay . Beautiful landscape. history & culture
.luxurious resorts . Warm people
. Pride
.welcoming . Committed to excellence
. Dedicated to luxury
. Diverse social activities
. Unique experiences
. Exclusivity
. Satisfied clients/rewarded staff
. Big welcome
. Cultured
. Successful
. Intelligent
. Fun . Passionate
. Professional
. Home of Golf
. Accessible
. Exclusive use properties
. Unusual venues
. Active & relaxing activities
. Luxury hotels & resorts
. Excellent service
. Opportunity to experience the best Golf courses in the world
. Good mix of contemporary and traditional luxury
. Special
.Reassured
. Supported
. Welcomed
. Scottish hospitality
. Discerning
. World class spas
. Quality produce
The warmth and hospitality of the people, breathtaking landscapes and the best golf in the world deliver luxury and reward
Scottish Style
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