SAMOA FOR REAL Industry Workshop # 5, August 31, 2013 Le Vasa, Samoa.

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Presentation transcript:

SAMOA FOR REAL Industry Workshop # 5, August 31, 2013 Le Vasa, Samoa

Today’s agenda What have we done so far? Opportunities to attract & grow niche markets Group feedback & Discussion Next Steps

What Have we Done So Far? 1.Come Together 1.5 workshops 2.X pledges 3.$ raised 4.Web site & articles 2.To share leadership 1.Self determination = response to PM’s challenge 2.Assuming accountability & responsibility 3.Active partnership & collaboration

What Have we Done So Far? 3. Shift in Thinking 1.A new Model 2.New Language 3.Shared awareness 4. Shift in Doing 1.Participation & Collaboration 2.Identifying the Right Visitor 3.Building capacity to deliver 4.Helping one another

Plenty People Pull Protection Place Purpose Pace NEW MODEL Encounters & relationships before transactions PLACES before products PURPOSE & PASSION drive Profit PROTECTION = zero impact & rejuvenation PULL as in attract & support not Push PACE as in SLOW & SAVOUR

What Have we Done So Far? 5. Preparation for a Bigger Journey 1.Cohesion in our Visitor Community Familiarity, trust, exchange 2.Enriching/improving the Experience 3.Bringing Along the Host Community 4.Identifying the Right Visitor 5.Learning How to Attract

Attracting the Right Visitor Whom do we wish to attract to Samoa? What criteria should we use to make that judgment? – Location & connections – Spending power – Traveller TYPE – Niche Interests, Focus, Access

CLASSIFYING GUESTS

Psychographics & Demographics

Traveller Types

What Type are You?

Applying the Psychographic Approach

NICHE MARKETS OPPORTUNITY = Special Interest + Group + Experiences Identify the groups, clubs, associations, websites Work with key influencers Channels to enthusiasts Directly place specific propositions Best if co-created.

Niches Specialist Cruise Church School Groups Meein Samoa Associations Women or Men “get aways” Family reunions-events, family history - diaspora GLBT Events

Niches ACTIVITIES – WELLNESS, RECREATION, ADVENTURE, OUTDOOR Sports groups Yoga, Pilates, Meditation Spa, Wellness, Sailing, Kayaking, Pao Pao, Vaka Snorkling, Diving Cycling Hiking, tramping Fishing Leadership

Niches ACTIVITIES – CULTURE, FOOD, Art, Painting Photography Siapo, Textiles, Artisan, fabrics, fashion Dance, grace, etiquette, Food, self-sufficiency, Cooking Polynesian history – archeology Music Dance Literature

Next Steps 1.Come Together - the acid test! 1.Participate 2.Share 3.Learn 4.Help 5.Recruit 2.Three Tangible Projects