Major Entertainment-Focused Hospitality Company Uses TOG to Re-Define Prospective Visitors
A landmark resort was facing declining attendance and wanted to reverse this trend.
Objective: Determine how the client can get a broader picture of potential customers. The client had previously been marketing exclusively to customers who were identified as living the “country lifestyle.”
Methodology: Online study (using discrete choice) with visitors and potential visitors.
Results: Research uncovered that a significant portion of potential customer base fell outside of the “country lifestyle.”
The client designed specific strategies to target customers who lived in the nearby geographic area, but who did not identify as country fans.