Perceptions of Jersey: Research
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Transcript of Perceptions of Jersey: Research
© 2011 Arkenford Ltd
Objectives
• Develop a clear understanding of:
– Current visitors
– Potential visitors
– Perception of Jersey
– Competitive positioning of Jersey
• Specifically:
– Awareness and perception levels
– Benchmark Jersey against other UK and overseas destinations
– Identify motivators and attractors
© 2011 Arkenford Ltd
• Strong, active, confident and stylish
• Do what they want rather than follow any particular fashion
• Risk takers – a desire for things that are new and different
• They like new challenges, both physical and intellectual
• Life for this group is full and active, but with an appreciation of art and culture
• Comfortable trying new things that are out of the ordinary
• Happy to adopt traditional values when appropriate
• Find it easy to justify buying expensive alternatives
• High-spending market
Innovative and independent
© 2011 Arkenford Ltd
• Like to take their information from other sources rather than discover things for themselves
• Prepared to spend money on luxury which tends to mean more things
• Brand and style are more important than functionality or individuality
• Not the first to adopt new products but they will be ahead of the majority of the market
• An active segment that is moderately interested in intellectual pursuits, arts and culture
• Keen to follow along when a fashion has been established
Innovative and mass market
© 2011 Arkenford Ltd
• Strongly influenced by their peers and by the media
• Unlikely to value things that are new and different
• They will try things that are new to them as individuals
• A similar aversion to what might be considered old fashioned as Style Hounds, but much less interest in ‘new’ options
• Avoid risk and will take up options when others have shown they work
• Lag behind other groups when it comes to new products and services
• Little interest in intellectual challenges, arts & culture
• Service means freebie extras like Satellite TV and sun beds thrown in
Sustainers and mass market
© 2011 Arkenford Ltd
Functionals
• Self reliant
• Very price driven and value functionality strongly over style
• Traditional values
• Not prepared to pay for fashion, style or ‘individuality’
• Not early adopters of new ideas
• Interested in new experiences, and happy to try things new to them
• Enjoy intellectual challenges, traditional ‘arts and culture’
• Resistant to spending
• Service is something that they expect as opposed to something they will pay extra for
Sustainers and independent
© 2011 Arkenford Ltd
Discoverers
• Independent individualists
• Not worried about what others might think
• Little influenced by style or brand unless it represents their personal values
• Value technology, new products, services and experiences
• Function far out rates style as a purchase driver
• High spenders on what they want – but intolerant of substitutes or image based advertising
• Enjoy intellectual challenges but ‘arts and culture’ are often negatively perceived
• Value good service – which means enabling them to do what they want
• Live a relatively relaxed pace of life
Independent and innovative
© 2011 Arkenford Ltd
• Self reliant and independent
• Hold traditional values
• Unlikely to justify spending on expensive alternatives.
• Value more traditional established brands
• Functionality is far more important than style and individuality
• Value, and will pay for, good service, which for them means recognition and individual attention
• Enjoy intellectual challenges, arts and culture
• Relaxed pace of life
Independent and sustainers
© 2011 Arkenford Ltd
Style Hounds
• Very brand/ fashion conscious
• Do not want to be seen as old fashioned
• Early adopters
• Will pay for better service – which to them means ‘more to do’ or more fun
• No real interest in ‘sophisticated’ arts, or cerebral activities
• Fun and excitement is what defines a good time
• Risk takers - they live a full and active life
• Like to be part of the latest trends
• Strongly influenced by others
• Ready to spend money
Innovators and mass market
© 2011 Arkenford Ltd
• Strongly traditional
• Strongly resistant to change preferring the familiar
• Value a more relaxed pace of life
• Purchase decisions made on function
• Fashion has little meaning to them
• Very risk averse and show little interest in new options or opportunities
• No interest in arts or culture
• Spend little money, on brands or service
• Find it hard to justify expense of any sort
• Often have limited income
Mass market and sustainers
© 2011 Arkenford Ltd
Destination appeal
• Devon and Cornwall always appear at the top of league tables for destination appeal
• Jersey is up there in the top 5
– More second tier than top tier
• More than a third of the market have no strong opinion
– More easy to persuade than those with negative perceptions
© 2011 Arkenford Ltd
Jersey Visitors
• Age does not define whether someone is likely to have visited
• As with many travel surveys the older age groups are more likely to have visited
– Had longer to experience more destinations
© 2011 Arkenford Ltd
Jersey visitors
• Distance does impact on how likely it is someone will have visited Jersey
• Recent visitors are more likely to come from the South East and South West
– Quickest and frequent direct links from these two regions
• People who have never visited are most likely to come from the Northern parts of the UK
© 2011 Arkenford Ltd
Jersey visitors
• Cosmopolitans are the segment most likely to have visited Jersey in the past 5 years
– They are the most active in the travel market
• Traditionals, Functionals and Habituals have a higher propensity to have visited more than 5 years ago
• The segments least likely to have visited tend to be the externally referenced segments
– If they haven’t been told how great a destination is then they are unlikely to visit
© 2011 Arkenford Ltd
Gap analysis
• Traditionals represent a key mismatch
– 62% state it is their type of place
– 5% have visited in the past 5 years
• Discoverers sit very close, but slightly below the average
– Based on the current product offer there is a good opportunity to increase appeal and visits among this segment
© 2011 Arkenford Ltd
Package or independent trips
• There is an even spread of package and independent intentions for Jersey trips
• Younger people are slightly more inclined to book independently and older to book a package
• Habituals are the most likely to book a package
– Creatures of habit
• Those who have never been to Jersey have a slightly higher propensity to book a package
– Security?
© 2011 Arkenford Ltd
Suitability of Jersey for holiday types
• Jersey is perceived to be better for a short break compared to a holiday of 5+ nights
• More of a relaxing destination than an active destination
– This may be down to fun physical activities being generally more niche than relaxing
© 2011 Arkenford Ltd
Physical characteristics
• Taking 70% as benchmark, anything above this line can be deemed a strong perception
• Recent visitors and visitors from more than 5 years ago, as expected, have a good idea of the physical characteristics of the island
© 2011 Arkenford Ltd
Product offer
• Current strong associations with walking, beaches, quality local produce and wartime sites
• To attract Cosmopolitans raise awareness of fine dining, shopping and events and festivals
• To attract Traditionals raise awareness of gardens and other historical sites
© 2011 Arkenford Ltd
Functional statements
• Recent visitors and longer visitors know that Jersey is safe, easy to get around and has a milder climate than the UK mainland
• Recent visitors also see it as easy to get to and has quality accommodation
© 2011 Arkenford Ltd
44%History & heritage Luxury/warm
Belgium
Brittany
Capri
Cornwall Devon
Guernsey
Isle of Man
Isle of Wight
Jersey
Monaco
Normandy
Northern Ireland
Scottish Highlands
Scottish Isles
Southern Ireland
Arts & Cultural Events
Beaches
Good food / restaurants History & heritage
Lively nightlife
Local Produce
Lots of attractions
Luxury spas
Modern Quality accommodation
Stunning scenery
Sun / good weather
War Time / Military History
Water sports
Relaxed/beaches
25%
Scenery/lively
Competitive destination set
• Jersey is primarily associated with beaches
• The position near the centre of the map suggests that Jersey offers many of the products but is not as strongly associated with them as other destinations
– E.g. war time history people are most likely to think of Normandy
• 3rd dimension (not shown on map) is strongly associated with beaches and watersports
– Devon, Cornwall and Isle of Wight have stronger associations for this dimension
© 2011 Arkenford Ltd
Summary
• Jersey is an appealing destination but not to the same extent as tourism hotspots like Devon or Cornwall
• Appealing to older independent segments
– Cosmopolitans and Traditionals
• Jersey does not have particularly strong associations compared to other destinations
– War History strongly associated with Normandy
– Scenery with Scottish Highlands
– Beaches and watersports with Devon and Cornwall
• Strongest association with good quality of life and a coastal product
– Good quality of life also increased perception of expensive
© 2011 Arkenford Ltd
Summary
• Not seen as a year round destination
– Approx. 10% would consider it suitable for a winter break
– Common when a coastal offer is one of the destinations key products
• Advertising helps to increase appeal
– Price message universally appealing
– Pictures need to be targeted at the correct audience
© 2011 Arkenford Ltd
• Ongoing strategy need to combine retention with acquisition
• Current market like what they see … so room to grow ‘more of the same’ types of trip or develop campaigns to make them return
• Some new segments of the market could be attracted to Jersey for different reasons / with different messages … room to grow ‘new’ visitors
Current Visitors vs Target Visitors
© 2011 Arkenford Ltd
• Ongoing strategy need to combine retention with acquisition
• Current market like what they see … so room to grow ‘more of the same’ types of trip or develop campaigns to make them return
• Some new segments of the market could be attracted to Jersey for different reasons / with different messages … room to grow ‘new’ visitors
Current Visitors vs Target Visitors
© 2011 Arkenford Ltd
• Strong current market
• Like good quality / upmarket experience
– Exclusivity of Jersey
• Type of experience to sell on
– Short break / recharge the batteries
– Plenty to see and do while on the island
– Good food / wine
– Alternative / different to other UK destinations
Innovative and independent
© 2011 Arkenford Ltd
• Current / Lapsed Visitors
• Year round market (as likely to travel shoulder period)
• Like good quality … and good service this brings
• Independent mid and high quality hotels have appeal
• Play on the safety of the island
– Safe choice / know what to expect
– Also a safe environment
• Experience they are looking for
– Peace & relaxation
– Exploring the island / touring
– History & heritage
– Gardens and gentle walking
Independent and sustainers
© 2011 Arkenford Ltd
Discoverers
• Potential new market
• Like independent offer
• Quite big foodies
• Like new / different cultures / ways of life (Anglo / French mix)
• Experience they are looking for
– Getting away from it all
– Learning / education
– War Tunnels / Durrell both of interest
– Outdoor activity … walking trails
– Physical activities … watersports / cycling
– Alternative / different to other UK alternatives
Independent and innovative
© 2011 Arkenford Ltd
Functionals
• Some knowledge and perception of Jersey …
• … and a product that we know can fit their needs
• Likely to buy on price … especially if they can see value to them
• Unlikely to book package deal / trip
– Preference for self catering / B&B accommodation
– Simple restaurants that show off local produce
– Like the outdoors … walking / rambling / beaches / castles etc …
– … exploring the island using the Jersey Pass
Sustainers and independent
© 2011 Arkenford Ltd
Marketing Strategy
• Heart of the strategy is the TV Campaign
– Key purpose is to create and raise awareness of Jersey
– Reinforce key values
– Overarching across all segments
– Messages that all segments can relate to
© 2011 Arkenford Ltd
Needs to educate, engage & exciteTargeted new audience
Strategic campaigns … targeted at specific segmentsDevelopment of specific campaigns Use of new media / online approach
Suited to target segmentJersey Tourism led supported by industry
Marketing Strategy
Needs to reinforce offerUnderpinning TV activity
Targeting existing and lapsed visitorsTactical / price led marketing & messages
Driving ‘more of the same’ visitorsReinforcing Jersey offer
Industry Led supported by Jersey Tourism
Retention Strategy Acquisition Strategy
Primary Target Segments;Traditonals, Functionals,
Primary Target Segments;Cosmopolitans, Discoverers
(Lapsed) Traditionals