Kenneth Fowler & Victoria Milne -1576bc April 2004 VisitScotland Business Tourism Unit Brand...

Kenneth Fowler & Victoria Milne -1576bcApril 2004

VisitScotland Business Tourism Unit

Brand Development Research

1576bc - Business Tourism Brand Development Research, April 2004

“Scotland is a really desirable place to visit as a tourist…scenic, breathtaking views, friendly people, and a sense of history. It has a

balance of beautiful, wild landscapes and trendy cities...but it wouldn’t necessarily be top of my list for a business event”

Association, Washington


Research Objectives


Establish the most motivating and differentiating way to position Scotland as a business tourism destination - by understanding current perceptions and how these can be positively influenced

Understand how this positioning can best be communicated to international associations, incentive organisers and a corporate audience

Evaluate which aspects of Scotland are the most and least motivating for these audiences

Validate and refine the brand wheels where necessary

Research objectives


In addition…

Establish an understanding of the target audiences in terms of :

Decision making process Relationship between intermediaries and main decision maker Trends in buyer demands, needs and aspirations Desire for a pan Scotland Message versus city and venue messages Desired communication media, message and content

Research objectives


What did we do?


5 stage process:

Project Scoping

Proposition Development

Fieldwork

Debrief Workshop

Formal Presentation and Reporting

Methodology


Qualitative approach as follows :

A total of 53 face to face interviews in 5 countries with a representative sample of your 3 target audiences.

A total of 26 telephone and email interviews with a representative sample of your target audiences in 4 countries.

In the face to face interviews we presented and discussed worked up mood boards of each proposition and in the telephone and email ones we discussed the positioning statements in detail.

Methodology


Qualitative phase - UK Corporates

UKCorporates

Multi-national National Single Office

Previouslyheld an eventin Scotland

North x 3 Midlands x 3 South x 3

NotconsideredScotland or

rejected

South x 3 North x 3 Midlands x 3

IntermediaryBuyers

3 interviews 3 interviews 3 interviews


Qualitative phase - Associations

Associations

UK 6 face to face interviews 6 telephone/email interviews

USA(Washington)

6 face to face interviews 6 telephone/email interviews

Europe (Brussels) 6 face to face interviews 6 telephone/email interviews

We spoke to representatives of a associations across a range of sectors who regularly organise conferences and meetings outwith their own country.


Qualitative phase - Incentive Planners

Incentives Corporate Planners Independentplanners

USA (Minneapolis) 2 face to face and 2telephone

2 face to face and 2telephone

Europe (Frankfurt) 2 face to face and 2telephone

2 face to face and 2telephone

We spoke to a total of 79 members of your target audience during this research, a sample that has provided a high level of consistency in trems of

the feedback received


The Findings


Key Findings - Contents

Key considerations when selecting a destination Current Information sources Current perceptions of Scotland

Spontaneous views on Scotland as a business destination

Strengths and weaknesses Views on current communications

Positioning Scotland - views on all routes Our Recommendations Next Steps


The decision making process


UK Corporates & Incentives

Brief

Short list prepared

Site visits

Proposals from destinations

Decision made

From MD, Chief Exec, Board, Client etc

By meeting/conference organiser

By meeting/conference organiser

Venue and destination teams

By MD, Chief Exec, Board etc


Associations - 2 possibilities

Country Decided(in advance by rotation)

Short list of cities prepared

Site visits

Decision made

Organising begins

Country not Decided

Tenders to members wishing to host

Short list prepared

Site visits

Decision made

Organising begins


Selecting a location


Selecting a location - UK Corporates

Corporates tend to organise several business events throughout the year ranging from small off-site meetings to large conferences and hospitality trips.

There is a great deal of consistency across companies regarding the selection of a location:

Company scale seems to have little influence on the decision making process

The involvement of external delegates or clients is a key influencing factor

Geographical location of head office is also a key factor


Selecting a location - UK Corporates

Primary influences

Tertiary

influences

Internal meeting/conference Involving delegates/clients

Central easy to reach location

Low cost

Suitable capacity and facilities

High quality service

Previous Experience

Top quality accommodation

Good reputation

Quality of Marketing material

Relevance to conference

Extra Curricular activities

Venue “uniqueness”

Secondaryinfluences

Central easy to reach location



Extra Curricular activities (social events)


Within budget

Previous Experience

Top quality accommodation

Good reputation


Relevance to conference


Selecting a location - Associations

Most associations have their own set of specific working practices, however, there are a number of key consistencies:

They will not consider a country if they do not have any members or interests in that country

Some rotate only between member countries therefore there is little scope to influence their decision (although internal specifics can be influenced)

A number of associations put the conference out to tender among member countries (particularly the larger associations e.g. International Council of Nurses)

In all cases conferences and destinations are decided several years in advance



Primary influences

Tertiary

influences

Member country

Good access and transport links

Local support and sponsorship

Budget

Suitable capacity and facilities including accommodation

Extra Curricular activities (social events)

Relevance of destination to conference



Good reputation

Previous Experience


Secondaryinfluences



Many associations talked about the importance of local support and or sponsorship for their conferences.

This could include:

political or financial backing from the government financial help from locally based and empathetic businesses - e.g.

hosting receptions and dinners, provision of accommodation, etc. full or partial sponsorship of the conference or event

Associations are looking for assistance from local tourism bodies to establish appropriate contacts and networks ‘on the ground’


Selecting a location - Incentives

The selection of a location within the incentive market is led primarily by the type of incentive trip required e.g. activity, cultural, sports, hot or cold weather etc

Although they are not the final decision maker, both the intermediary and corporate incentive planner, heavily influence this decision

In all cases incentive organisers are looking for the “Wow” factor in a destination.

To qualify as having the “Wow” factor a destination is expected to offer a combination of world class activities, pure luxury and breathtaking surroundings - creating an experience unique to that particular destination (Scotland is generally considered to have the “Wow” factor)


Selecting a location - Incentives

Primary influences

Tertiary

influences

Brief (type of trip required)

Wow factor! (activities, unique and unusual venues, breathtaking surroundings, luxury)

Excellent service and standards

Social events

Good access and transport links

Budget

Good reputation

Previous Experience


Relevance of destination to conference


Secondaryinfluences


Selecting a location - Summary

As we would expect; transport links, available budget, capacity and facilities are consistently high on the list of influences

Perhaps more surprisingly the extra curricular activities i.e type of social events available, are very important to all of the groups with any external delegates (including the associations)

Marketing material is claimed to be the least important influence on the decision to choose a destination (more on this later)


Current information sources



There was a great deal of consistency here across all of the target audiences

The market is extremely cluttered - the respondents feel overwhelmed and ‘swamped’ by the amount of information and marketing material they get sent

DM from destinations is rarely read but frequently kept as part of a library for possible future reference

It is very unlikely that a piece of unsolicited collateral would influence the decision making process (We must question the cost-effectiveness of DM activity)



All audiences expressed a preference for personal contact and the effectiveness of building good relationships with destination representatives

Events and presentations were seen as a great way to do this, these types of activity stick in the organisers mind.

Email and telephone follow up was seen as important - “just keeping in touch and letting us know what’s going on is important.”

...however, it is felt this only really works if there is one consistent point of contact - someone they can form a relationship with


What about Scotland?


Perceptions of Scotland

Spontaneous perceptions of Scotland are extremely positive and inextricably linked to traditional imagery

Perceptions of Scotland as a business tourism destination are less positive (particularly among those who have not

yet been)



The generic Scottish tourism proposition is all pervasive and primarily motivating

All of the different target audiences have very similar ‘emotional’ motivators which overwhelmingly focus on traditional imagery and perceptions of Scotland

Despite having a business agenda…it’s still the country that they choose first (the logistics come second)



“A country full of history and heritage”Incentive, Minneapolis

“It is a enchanting country full of mystery and romance”Association, London

“A very safe, friendly and welcoming country.”Association, Washington

“Breathtaking scenery and quaint traditions.”Corporate, Midlands

“Great Golf!”Everyone, Everywhere



There is, however, a prevalent lack of awareness regarding what Scotland has to offer the international business community both in terms of:

Facilities (ability, professionalism, infrastructure, expertise, access, to support MICE)

Business profile (what are the dominant industries in Scotland and where does our business expertise lie?)

Both of these are extremely important in positioning a country as a contender for MICE



“I would tend to take a small group to Scotland for the experience rather than a bigger groups as I wouldn’t think they’d have the technology or very impressive

conference facilities.” Association, Brussels - never done business here

“It’s a bit out of the way and I would imagine it to be old fashioned.”

Corporate, London - never done business here


However...

Perceptions are far more positive amongst those who have previously organised events and conferences in Scotland

Many of them commented that they were “pleasantly surprised” at the level of professionalism and facilities available

There is also a feeling that Scotland has a unique combination of old and new

“Scotland has all the technology and facilities but the place still has a real personality and tradition which you don’t get in, say,

Birmingham.”Corporate, UK North


UK Corporates - perception of Scotland

Perceived Strengths

Culture and heritage People (open, friendly) Reputation as a hospitable and fun

country Suitable for delegates to extend their

stay and have a holiday Stunning countryside Beautiful historic cities

Perceived Weaknesses

Range and standard of facilities Range of venues “A bit behind the times” Unreliable weather Geographical location - too far and too

much time to travel for delegates Internal transport infrastructure Low awareness of industry sectors and

‘business empathy’

The most difficult audience to attract for business events Cost, travel and time commitment are seen as too high (this reflects current UK

business culture - the ‘jolly’ is dead) Attractive option for hospitality and/or incentive trips (golf…)


Associations - perception of Scotland

Strength of positive feeling towards Scotland is considerable at an emotional level

Doubts exist over the more rational elements of organising MICE

Perceived Strengths

Culture and heritage People (open, friendly) Reputation as a hospitable and fun

country Suitability to extend their stay and

have a holiday Stunning countryside Beautiful historic cities Steeped in culture and seen as an

“intelligent choice” Lots to do for spouses and partners Safe


Confused communications raises doubt re professionalism

Range and standard of facilities (particularly modern conferencing capabilities)

Lack of capacity Poor reputation for customer service

(UK) Access and internal transport

infrastructure Expensive (exchange rates, rip-off

Britain) Quality of food (European’s especially)


Incentives - perception of Scotland

The power of golf as a motivating factor for incentive buyers cannot be underestimated The ‘wow’ factor that Scotland has is undermined for some by the lack of a customer

driven service culture…although, for some, this is seen as a ‘quaint’ aspect of Scotland

Perceived Strengths

Golf The WOW factor! (activities, unique

and unusual venues, breathtaking surroundings, luxury)

Cultural pursuits (festivals, history) Safe and welcoming destination The People Romance and Mysticism


Poor levels of customer service Expensive (exchange rates, rip-off

Britain) Transport links and access issues Quality of the food Unreliable weather


Positioning ScotlandIn a business context


Positioning Scotland

All of the target audiences have very similar ‘emotional motivators’ and these are, overwhelmingly, driven by traditional imagery and perceptions of Scotland

Friendly people, history and heritage, natural environment, spirituality and mysticism, golf

These are the things that attract them to the country.

This might be enough to attract them as an individual, but they need to be convinced of Scotland’s capabilities as a MICE venue


3 important factors...

CountryPersonality

(the DNA of a nation)

Facilities and Logistics(capability)

Centres ofExcellence

(what goes on?)

Emotional

Rational

The best marketing to a MICE audience will motivate through positive communication of the country personality; will provide reassurance regarding facilities and capabilities; and will raise awareness of areas of business or academic expertise (centres of excellence)


How does Scotland stack up?

CountryPersonality

(the DNA of a nation)

Facilities and Logistics(capability)

Centres ofExcellence

(what goes on?)

Emotional

Rational

Very strong

Not providing thenecessary reassurance

Not getting themessage across


Proposition testingUK Corporates


The Space to be Inspired

“Our dramatic environment offers the space to reflect and get away

from it all making Scotland the most inspiring business destination.”

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Unique Locations and Surroundings

“Scotland’s amazing range of unusual and breathtaking venues is guaranteed to make any business event a memorable and enriching

experience.”


Vibrant Cities of Culture

“With vibrant cities buzzing with individuality, creativity and culture Scotland brings energy and vitality to any business

event.”


UK Corporates - Proposition feedback

What workedDrama, scenic imagery and quintessential Scottishness

‘The space to be inspired’What didn’t work

Too introspective for a business event, too solitary

What workedEnergy, vitality, culturally stimulating and fun

‘Vibrant cities of culture’What didn’t work

Only an element of what they come for, too ‘city-centric’ and young

What workedExtremely motivating and differentiating for Scotland

‘Unique locations and surroundings’ What didn’t work

Historical far more motivating than contemporary


Proposition testingAssociations


A Culture of Learning

“Scotland is home to some of the worlds oldest universities. This culture of learning continues today in a contemporary environment of cutting edge research, making Scotland an inspiring conference destination.”


A tradition of Innovation

“Scotland’s continuing world-class reputation for academic excellence & innovation provides a stimulating environment for

your conference.”


Associations - Proposition feedback

What workedPositive and (for most) surprising

‘A tradition of innovation’What didn’t work

Dry, boring, not particularly Scottish, no warmth or fun

What workedIntellectual, cerebral, stimulating

‘A culture of learning’What didn’t work

Too academic (even for academics), not particularly Scottish, cold, impersonal, dry

What workedExtremely motivating summing up the DNA of Scotland

‘Enduring, dramatic, human’ What didn’t work

Needs to be balanced with a MICE message and business relevance


Proposition testingIncentives


Excites the Senses, Rewards the soul

“Sample Scotland’s exciting combination of breathtaking surroundings and diverse activities for a truly

rewarding and invigorating experience.”


Hospitality and Personality

“Sample the unrivalled hospitality and individual personality of the Scots for a memorable and enriching experience”


Incentives - Proposition feedback

What workedStrong, motivating proposition for incentives

‘Excites the senses, rewards the soul’ What didn’t work

Not particularly Scottish, a bit impersonal

What workedWarm, welcoming, vibrant and motivating

‘Hospitality and personality’ What didn’t work

A little ‘rough and ready’ for incentives?

What workedExtremely motivating summing up the DNA of Scotland

‘Enduring, dramatic, human’ What didn’t work

Needs to be balanced with a strong sense of luxury and reward


A word about ‘hospitality & personality’

Part way through the fieldwork it became clear that this was a very motivating message for all the target audiences

Although the proposition was only formally presented to the incentives, the themes that it conveys were mentioned spontaneously by both the corporates and the associations as being a key reason for choosing Scotland

When communicating with a business audience, we must not lose sight of the importance of personal interaction, the importance of people and the ‘soul’ of a country


Our recommendationsWhat we would do if we were you


Communication proposition

The communication proposition for business tourism in Scotland needs to balance a core message of Scottishness (the emotional ‘tourism’ message) with a more rational MICE message (facilities, capabilities and expertise)

There can be a single communication package for association and corporate customers, however, a separate message is required for the incentive market

Underlying all should be a more human, social theme. A key finding from this study is that the business market is not radically different from the personal tourism market…primarily, they are motivated by the same themes…secondarily, they need different reassurances.


Communication proposition

Primarily: the business community are motivated by the same themes…quintessential Scottishness, castles, environment, hospitality,

friendliness, etc.

Secondarily: the business community needs a different set of reassurances…facilities, capabilities, capacity, access, professionalism,

etc.

This should be the communication hierarchy


Primary communication themes

Unique locations

Vibrancy, energy &fun

Dramatic environment Hospitality & humanity

Spirituality & mysticism

Corporate and Associations


Associations & Corporate

Scotland delivers the perfect combination of world-class science, technology and business capabilities together with

unique, dramatic locations and warm welcoming people

“A Tradition of Innovation and Hospitality”


Brand personality

Values

Facts & Symbols

Proposition?

Positioning?

What the product does for me

How the brand

makes me look

How the brand makesme feel

Describethe product

Rational

Emotional

Associations and Corporate market

Brand WheelScotland delivers the perfect combination of world class science,

technology and business capabilities together with unique, dramatic locations and warm welcoming people

A tradition of innovationand hospitality

. Intelligent

. Open minded

. Cultured

. Discerning

.Home of Golf . Whisky . Tartan .Stunning landscape .Castles. Culture & Heritage

.Vibrant cities .Scottish Hospitality.

. World class conference centres

. Centres of excellence

. Accessible/easy to reach

. Balance of Rural & Urban

. Functional Luxury accommodation

. Motivated members and workforce

. Range of options

. Easy to “sell”

. Unusual and unique experience

. Relaxed/stress free

. Welcome

. Reassured

. Pride. welcoming

. Supportive. Committed to excellence

. Friendly. Sociable & fun

. Confident . Professional

. Unusual venues

. Uniquely Scottish social programmes

.Value for money

.Good time

. Opportunity to sample different culture

. Friendly warm welcome

. Entertained

.Stimulated


Primary communication themes

Luxury & reward

Exclusiveenvironments

Unique locations Hospitality & humanity

Golf

Incentives


Incentives

Proposition

The warmth and hospitality of the people, breathtakinglandscapes and the best golf in the world deliver

luxury and reward Scottish style

“Excites the senses, rewards the soul”


Brand personality

Values

Facts & Symbols

Proposition?

Positioning?

What the product does for me

How the brand

makes me look

How the brand makesme feel

Describethe product

Rational

Emotional

IncentivesBrand Wheel

Excites the senses,rewards the soul

.Castles .Lochs .Highlands .Whisky .Tartan .Kilts .Bagpipes.Home of golf .Hogmanay . Beautiful landscape. history & culture

.luxurious resorts . Warm people

. Pride

.welcoming . Committed to excellence

. Dedicated to luxury

. Diverse social activities

. Unique experiences

. Exclusivity

. Satisfied clients/rewarded staff

. Big welcome

. Cultured

. Successful

. Intelligent

. Fun . Passionate

. Professional

. Home of Golf

. Accessible

. Exclusive use properties

. Unusual venues

. Active & relaxing activities

. Luxury hotels & resorts

. Excellent service

. Opportunity to experience the best Golf courses in the world

. Good mix of contemporary and traditional luxury

. Special

.Reassured

. Supported

. Welcomed

. Scottish hospitality

. Discerning

. World class spas

. Quality produce

The warmth and hospitality of the people, breathtaking landscapes and the best golf in the world deliver luxury and reward

Scottish Style

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