Section 1: Introduction - Tourism Queensland

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INTRODUCTION | Writing your marketing plan Because the market is a fluid environment, it’s important to regularly ask and seek the answers to these and other related questions. This way you can read the shifts and respond accordingly. A word of caution though - research is not a perfect science. There can be differences in findings, depending on the methods used to gather and interpret the data. Tourism research is undertaken by a number of bodies that offer excellent advice and resources. These are a good place to start. Tourism Queensland provides research on destination, state, national and international markets as well as general industry trends and domestic and international aviation updates. Always check the currency of the research you are using and subscribe to Tourism Queensland’s releases and email updates for regular research news. Competitor research As a commercial enterprise your business will always have competitors. Knowing the competition and how they operate is just as important as knowing your customers. Research your competitors by: • studying where and how they advertise and promote their businesses • visiting their product and using their services • regularly checking their websites and subscribing to their mailing lists • monitoring their policies, practices and developments. This information can help you develop the competitive edge in your product quality and service delivery over other players in the marketplace. Market research Even though your business may be far from a capital city, the tourism industry operates in the global economy and is susceptible to rapid change. Consumers are more information savvy and more discerning in their choices than ever before. Market research enables you to follow and respond to fluctuations and changes in consumer trends and market conditions. A good way to keep in touch with consumer and market trends is through: • subscribing to trade journals and industry newsletters • membership to your RTO and industry bodies • attending industry seminars, conferences and market briefings • government agencies, e.g. Tourism Queensland and Tourism Australia • Australian Bureau of Statistics (ABS) • searching the internet and reading newspapers and magazines for relevant information. THE BIG MARKETING GUIDE 10
INTRODUCTION | Writing your marketing plan Internal research It’s critical to remain objective about how your business stacks up against the competition, market conditions and consumer expectations. The fact is, no matter how good you are you can always be better. These days everyone talks about sustainability. A sustainable business does its planning based on economic, social and environmental accountabilities and outcomes. If that sounds complex, it is. A business demands close attention. Don’t be afraid to take a long hard look at how you are going, ask the tough questions and make the tough decisions. By constantly assessing your business positioning you can quickly introduce sustainable measures. Some ways to measure your business performance is through: • strong and ongoing planning, implementation and measurement • adoption of industry standards and high standards in your own policies and practices • membership to industry accreditation programs and benchmarking • training and development. Consumer research Most operators do customer research. Customer feedback is the most direct way to learn how your product and services are meeting the needs and expectations of your customers. It also helps you to better understand and define who your customers are, how you can best target them, and how you can improve your business and overall satisfaction rating. There are several ways to collect information about your consumers and gain insights into their preferences. However, quick response surveys such as room cards, guest books, courtesy calls, follow-up emails and online feedback forms are perhaps the most convenient. The important thing about collecting customer feedback is to correctly interpret the data and use it to its full advantage. Whatever research you do, see it as an opportunity to build the relationship between you and your customers. Your attitude towards customer feedback is a good test of how you value your customers, your business and your potential for growth. All feedback is positive because it creates an opportunity to learn and develop. No one will be more honest with you about your business than your customers. Respecting their advice and following up with action is the best way to enhance your operations on a daily basis and build strong connections with your consumer markets. When receiving feedback make sure you: • thank your customers for their feedback • respond professionally to all comments be they positive or negative • promote the positives that come out of the research • tackle negative feedback as it arises • include it as an item in your business plan if you can’t immediately deal with an issue, • ask your customers if they would like to join your mailing list • tell your customers about improvements through your newsletters, websites, and other promotional materials • attract their participation with promotional incentives that your customers will value. THE BIG MARKETING GUIDE 11
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Section 1: Introduction - Tourism Queensland

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