Economic power is not where marketers think it is A few days ago, Mumbrella Asia published an article summarising a keynote by Ad Contrarian Bob Hoffman’. In it, Hoffman questioned why marketers are fixated on a youth demographic when women over 50 control 95% of household expenditure. The statistics on this generation should be a marketer’s dream. Not only is the Baby Boomer cohort large, it’s disproportionately wealthy. The US Boomer generation on its own constitutes the third largest economy in the world (if it were a country only US and … [Read more...]
Learn the Benefits of Marketing Persona
As a tourism professional, you’re stretched for time, budgets are tight and you have competing stakeholder needs so marketing persona will be out of your ideas yet. You may not have the time to trawl through hours and hours of research to create and trends to create a best practice and innovative marketing plan. Here is the secret: All successful marketing strategies begin and end with the CUSTOMER. As busy tourism marketing professionals, it is easy to forget. Your customer is absolutely central to your marketing NOT your product or … [Read more...]