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    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
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    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
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    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
    This is a tree view of search filter categories that can be checked/unchecked to filter your search results. You can navigate the tree with the keyboard by using LEFT ARROW to collapse a category, RIGHT ARROW to expand a category, or SPACE BAR to select There are links to select all or unselect all after the tree.
    This tab panel can be navigated fully by keyboard. You can use the TAB key to give focus to panel tab header, and use the LEFT ARROW to collapse, the RIGHT ARROW to expand, or the SPACE BAR to toggle. Each tab panel contains a tree of checkboxes that can be selected to further refine your search results.
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    Who you are selling to and why people buy

    18 October 2016

    Graphic showing the concept of targeting your customers

    Some people think that if a tourism business is successful, its success can be attributed to its location. Others think that if a tourism business is successful, its success is down to sheer luck. Whether location or luck are factors in the success of your tourism business or not, one thing is certain: you can increase your chances of running a successful business if you focus on becoming more customer-centric.

    CRM

    The first step in this process is understanding the mindset of your customer and what motivates them to make a booking for a holiday. How well do you really know your customers? Do you have a CRM (Customer Relationship Management system) for your business, to capture those touchpoints where interaction occurs between your staff and your customers? If you do, how are you using that information to grow your business? 

    Customer birthdays

    If your CRM records show you that a customer’s birthday is occurring during their visit with you, why not take the opportunity to do something special for them and offer them a little birthday treat on the house? The goodwill that you generate could lead to the customer tweeting about your tourism business to their friends, or posting about your business on Facebook. This could be a low cost way of generating free publicity for your business as well as generating goodwill with the customer concerned.

    Capture data in Excel

    If your business is on a smaller scale and you don’t have the resources to invest in a CRM, you could still try keeping a record of customer interactions in an Excel spreadsheet/Google Sheets workbook. Set up a new worksheet for each month of the calendar year and capture information under such headings as: Date; Customer Name; Customer Email; Customer Phone No.; Customer Address; Customer Date of Birth; Interaction. You can then use filters on the worksheet to call up details of all the interactions with one particular customer a month at a time.

    Customer personas

    Building customer personas (detailed profiles of your customers) will help you to gain insights into how your customers think and act – particularly in relation to making purchasing decisions. 

    Demographic information

    Your customer personas should include demographic information, for example:

    • age
    • gender
    • race/ethnicity
    • family status
    • income
    • education
    • language

    Psychographic characteristics

    It should also include ‘psychographic characteristics’ such as:

    • likes/dislikes
    • preferences
    • values
    • life stage
    • buying habits

    Marketers often find it helpful to give their customer personas an actual name to help them get ‘under the skin’ of the customer even more.

    Market segments

    It can be useful to draw up your customer personas for overseas visitors taking into account the profiles of the main overseas market segments which Fáilte Ireland has identified for Ireland.

    Some of the market segments worth considering in relation to overseas visitors to Ireland include:

    Culturally Curious

    Independent Active Sightseers looking to visit new places, and expand their experience by exploring landscapes, history and culture. Find out more about the Culturally Curious segment.

    Social Energisers

    This demographic can be identified as young couples and adult groups looking for excitement, new experiences, and a fun, social holiday in somewhere different. Find out more about the Social Energisers segment.

    Great Escapers

    They are often couples, approximately 30 years old, some with babies or quite young children. Most are in serious need of time out from busy lives and careers. Find out more about the Great Escapers segment.

    By understanding your customers’ mindsets as well as the specific market segments you are targeting, you will improve the focus of your marketing efforts and enhance your customer relationships.