Here’s another no brainer

Posted on January 15, 2007. Filed under: Uncategorized |

Seth’s Blog: Two kinds of people in the world…

Very simple, but so often overlooked by marketers, including destinations. Decide who you want to attract and then don’t worry about the “complainers”. I’m talking from experience with what used to be, and probably still is, called an “expensive destination” – Switzerland. People, especially travel agents, used to be shocked when I told them that the country wasn’t for everyone and that it couldn’t possibly compete mainly on price.

Why are there BMW’s and Chevys or Honda Civics or Toyota Camrys? If all you want is reliable transport you’re not going to buy the Bimmer. Same with destinations.

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One Response to “Here’s another no brainer”

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I remember when Illinois Tourism Czar Donna Shaw took a fair amount of heat when she dropped the marketing of State Parks in the 90s. How could she, people gasped.

Easy. These consumers brought their own bait, beer and beds. She was gunning for the “high-value” consumer that would drop hundreds in Chicago. And, thus, millions in tax revenue.

Switzerland. Illinois. It’s all the same. Aim High!

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