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TODAY’S PRESENTERSBETHANY COONERMARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
MACLAREN LATTAVP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308
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BETHANY COONER
MARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
4 / 75
RETAIL SALES (POS) TRACKING• Outdoor $6B• Cycling $3.1B• Snow Sports $3B • Run Specialty $800M• Paddle Sports $400M• 2012! Shoe Specialty (NSRA)
$9B• 2012! Fitness & Run Sporting
Goods $7.9B
CONSUMER RESEARCH
• LeisureTRAK- Free Time of All Americans
• The “ALPHA” Consumer (Most
Active Americans Panel™)
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
• Engage Customers• Maximize Loyalty• Drive Sales• Drive Repeat Sales
WHAT WE DO – 22 YEARS OF FREE TIME
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MACLAREN LATTA
VP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308
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Our Expertise• Connect brands to people who
valuetravel, outdoors and community
Integrated Communications Agency• Research and insights• Brand strategy• Strategic planning• Converged media• Content strategy• Advertising• Social media and public
relations• Digital and mobile
• Film and video
WHAT WE DO – STRATEGY + MARKETING
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OVERVIEWRESEARCH AND MARKETING MUST WORK TOGETHER
• Qualitative research leads to insights
• Insights lead to breakthrough creative
• Quantitative research demonstrates success
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THE GEOTRAVELERPeople who visit destinations that have retained their historical, cultural and natural authenticity of place
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THE GEOTRAVELER• Desire for personalization
• Mindful and attracted to simplicity
• Selective consumption of meaningful goods
• Want a high degree of utility
• Appreciate nature at its best
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ENTER LTG + MAAP™
• Customized brand awareness research
• Address all of MTOT’s needs and opportunities
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ACTIVE
EDUCATED
AFFLUENT
ENGAGED
INFLUENTIAL
TARGET THE RIGHT PEOPLEWHAT IS MAAP™?
•LTG’s proprietary research panel
•Provides easy, efficient access to Active Americans
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USING BRAND AND ADVERTISING AWARENESS STUDIES
• Significant shifts from pre to post measurement
• Difference in media markets versus control
• Increase in familiarity, key associations and intent to travel
MAKE SURE IT'S WORKING
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
Seattle
9% to19%
Minneapolis
6% to21%
2X 3X
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SIGNIFICANT SHIFTS FROM PRE TO POST MEASUREMENT
• Unaided ad awareness
Seattle
9% to19%
Minneapolis
6% to21%
Chicago
1% to 17%
2X 3X17X
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
+0.4 +0.3
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
Breathtaking experiences
+0.4 +0.3 +0.2
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FAMILIARITY AND KEY ASSOCIATIONS
+0.3
Yellowstone National Park
GlacierNational Park
Offers a sense of discovery
Breathtaking experiences
Spectacular, unspoiled nature
+0.4 +0.3 +0.2 +0.2
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more likely
2.5X
INTENT TO TRAVEL
Unaware Advertising
Aware Advertising
0% 5% 10% 15% 20% 25% 30% 35% 40%
11%
27%
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VISITATION TO MONTANA’S NATIONAL PARKS
10%
GLACIERNATIONAL PARK
8%
YELLOWSTONE NATIONAL PARK
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HOTEL OCCUPANCY RATES
1. Nation's highest occupancy rates in July
2. Nation's second highest in August
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SUMMARY Nothing is Something
• Brand and target audience insights
• Creative and strategic execution
• Measurement of success• Calculate ROI
BETHANY COONERMARKET RESEARCH MANAGER
Email: [email protected]: @BethanyCoonerPhone: 303-786-7900 xt.129
MACLAREN LATTAVP OF CONSUMER INSIGHTS
Email: [email protected]: @MaclarenLattaPhone: 406-922-2308