As you move from Broadcasting to Narrowcasting to PointCasting:

  • Cost of providing the information to your guest go down
  • Relationship becomes more personal
  • You have a greater understanding of your guests needs and desires.
  • You are more specific about the benefits and values you express.
  • Perceived value of each communication is enhanced.

1.3 Niche Markets

For every market you have, determine your value proposition. It may be different for each niche market.

Communicate Value: A value proposition is a succinct statement describing the specific value of your services in prospect-centred language. A value proposition doesn't necessarily tell how you will achieve the proposed value or how much time or money is required. It is your promise, your commitment. You will do it every time.  It may become a headline for your web page!

In determining your Value propostion(s) ask yourself:

What specific values/benefits do you provide? (Try to describe them in a way that meets the needs of each target market you have identified.) What promises do you make about your programs, services?

Niche markets may be origin specific requiring not only translation services, but content adjustments to meet the needs of niche groups. How might the needs of a Japanese tour group be different from individuals traveling from Germany? How are Mexican Family Reunion Groups different from Educational tours from North Korea?  Do you describe your offerings in unique ways for unique markets?  Would you if you could?  Where could you learn more about the specific needs of niche markets?

Do you have a proposition you are confident in posting as a headline on your web site?

 

 

 
 

 

 

 

Niche markets may be origin specific requiring not only translation services, but content adjustments to meet the needs of niche groups.

PaddlingOntario has identified their niche markets and each niche market uses a  marketing strategy that gets the preferred guest to the proper page within their web site when they first arrive.

How might the expectations of Expedition paddlers be different from day trip paddlers? US camping families vs. Canadian couples? Corporate orgs vs. School groups?

This workshop is offered under the Strategic Tourism Development and Marketing Partnership for Northern Ontario, jointly funded by Industry Canada / FedNor, the Northern Ontario Heritage Fund Corporation and the Ontario Tourism Marketing Corporation.  Administrative support has been provided by Rainbow Country Travel Association.