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Attractive Hardwoods

”Destination development”

Karslhamn 21 september 2017

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Graffman AB, Business mission

We assist companies, organizations and places that want´s to strengthen the power of competitiveness and attraction on a long term basis

What makes a

destination successful?

Success factors

• Knowledge-based development

• Strategic decision making

– Brand and trademark

– Offerings – the product strategy

– Markets and target groups – the

marketing strategy

• Cooperation models among the

stakeholders. Enables capacity to

– Produce

– Promote

– Distribute

• Endurance

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Destination development process – questions and challenges

Initiation Analysis StrategyImplemen-

tationRealization Evaluation

What do we want?

Where are we? What potential do we have?

Where we want to go!

This how we do it!

Let’s get going!

What happened and why?

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Stakeholders

Stakeholder’s motives

Tourists Producers

Community Residents

Profits

Lifestyle

Realize ideas

Quality of life

Preserve and renew

Social services

availability

Employment

Environment

Infrastructure

Value experience

High quality - low price

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Collaboration and coordination

InputNature

Culture

Skills

Capital

Entrepreneurship

OutputReputation

Profitability

Employment

Tax Revenues

Impact on nature

and culture

Destination system

Profiling

Information

Sales

Reservations

Travel

Service

Room &

Food

Activities

Events

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Challenges in collaboration projects

Different stakeholders with different agendas

What´s in it for me

Lack fo power to make decisions

Small businesses with low profitability

Participant and project owners are not the same persons

Lack of trust

Unwillingness to lose control over the owncompany

We tryed that years ago and it didn´t work

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Six blind brothers

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Situation

Problem

Conflict

Interprate based on:

– Role

– Person

– Position

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Strategic Plan

Current situation

& Potential

Critical success factors

Obstacles & Challenges

– Profile/USP

– Position

– Brand

Vision

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Phase 2Analysis

SWOTSummary of three analyses into:

Strengths – Weaknesses – Opportunities – Threats

Own system• Map opinions

current – potential

• System structure, maturity

and willingness to change

• Participation

Market• Market analysis

• Customer attitudes

• Competitive analysis

Environment• Trends

• Macro analysis PEST

Regional / local

(political, economic,

social and technological)

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Culture, Norms

and Values

VisionProfile

Offering, Products,Services

Manage-ment

Finance and

Economy

Personnel

and

Skills

Internal

Marketing

External Marketing

Phase 3Strategic Planning

Organization,ResponsibilityCooperation

Markets and target groups

Vision

An expressed expectation

about the future

”A memory of the future”

The vision is our internal

star that guides us and give

us energy

We told him thats

Impossible, but he

would not listen

Brand and strategy

What is a destination brand?

• Destination brands only exist in the mind of the

consumer

• The destination brand is a promise, and must be

delivered

• ….not just a fancy logo…

A destination always has a brand!

Stockholm

Blekinge

Dzūkija National Park

Venice

YellowstoneÖsterlen

Åre

Słowiński nationalpark

Building blocks of the brand

• The touristic products and their availability, level of

service and quality

• Hostmanship and experiences

• Society and public service

• All messages and communication from the

destination

• All internal communication between stakeholders

and to the residents

Destination branding process

Brand audit

• Market image

• Competitor

analysis

• Internal system

Brand identity

• Core values

• Profile

• Position

Brand platform

• Brand icons

• U.S.P:s

• Brand promise

• Co-branding

Product strategy

USP AND

BRAND

ICONS

DESTINATION

THEMES

PRODUCTS AND OFFERS Prized and distributed packaged offers

QUALITY ASSURED ASSETS

ASSETS AND SUPPLIES

• Letting go of geography

• Themes are found in the

intersection of;

– Consumer needs

– Brand

– Destinations assets

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From themes to a product portfolio

• Thematic product development partnerships

• Enables different markets and target groups for

different themes and…

• …different distribution channels

Touring,

Gastronomy

& Wines

City Break,

Business

Meetings

Adventure &

Nature,

Culture &

events

Golf,

Wellnes

Marine

Sports,

Sun &

Beach

Cruses,

Industry

Tours

Att

ractive

ne

s

s

Competitivness

Invest

Invest Selective

Monitor

To increase value

Differentiated

Undifferentiated

Price

Commodities

Products and articels

Services

Experiences

Transformations

Extract

Make

Deliver

Stage

Guide

What is a tourist product?

Common venture on the Wilderness Fair in Stockholm LKAB together with Swedish Lapland Tourist Board

Market strategy

TOTAL MARKET

SELECTED MARKETS

SELECTED TARGET

GROUPS

MARKET

POSITION

AND

IMAGE

Market strategy apporaches

TOTAL MARKET

SELECTED MARKETS

SELECTED TARGET

GROUPS

MARKET

POSITION

AND

IMAGE

• Market definitions

1. Proximity and

availability

2. Partnership and

distribution

Market strategy aproaches

TOTAL MARKET

SELECTED MARKETS

SELECTED TARGET

GROUPS

MARKET

POSITION

AND

IMAGE

• Target group definitions

1. Demographic

approach

2. Attitudes, interests and

lifestyle

3. Thematic approach

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Customer Pyramid

Relationship

Marketing

Image & Profile

Marketing

”Stars”

”Repeaters”

”Customers”

”Prospects”

”Suspects”

Direkt marketing to

selected target groups

Synthesis

TOTAL MARKET

SELECTED MARKETS

SELECTED TARGET

GROUPS

MARKET

POSITION

AND

IMAGE

DESTINATION BRAND

USP AND

BRAND

ICONS

DESTINATION

THEMES

PRODUCTS AND OFFERS Prized and distributed packaged offers

QUALITY ASSURED ASSETS

ASSETS AND SUPPLIES

Destination organization

and supporting

processes

Task-oriented approach

Producers

and products

Competence

Quality

Capital

Business development

Packaging

New offers

Market

Strategic

cooperation with:

Carriers

Travel agents and

distributors

Other destinations

Strategic partners

Trends, analyzes of market

demand and guest surveys

Image marketing,

Product marketing

PR

Relation marketing

STRATEGIC

COORDINATIONInternal

marketing

External

marketing

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Basic Philosophy of the PathFinder™

Long term increase in the system’s

competitiveness and attraction

Change

& developmentDialogue

& collaboration

Arenas for meetingParticipation

& taking responsibility

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Time

Commitment

Taking Responsibility

Info

Knowledge

Acceptance

Participation

Delegation

Responsibility

Challenges on your Hardwood destinations

Look att your own destinations –what are the challenges for the nextstep of destination development?

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Please contact:

Johan Graffman – Senior consultant and CEOE-mail: johan@graffman.se Phone: +46-(0)70-811 34 79

Graffman Företagsledning & Utveckling ABSmedsgränd 2B753 20 UPPSALA

Phone: +46-(0)18-51 20 80www.graffman.se »We must become the

change we want to see. «

Mahatma Gandhi

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