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

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. CLASSIFYING GUESTS

9. Psychographics & Demographics

10. Traveller Types

11. What Type are You? http://quiz.canada.travel

12. Applying the Psychographic Approach

13. 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.

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

15. 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

16. 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

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