Who is Your Client? Target Participant/Audience

  1. GENERAL FACTORS:
    One of the most difficult elements of tour planning is determining who will be attracted to the tour you are proposing.  We can get trapped in the "Build it and they will come" concept.  The type of tour determines the type of participant.  An art tour is focused on those interested in design and art.  A fall leaf tour has a wide base of appeal to a much less defined but, much larger audience.  Conversely a tour of cemeteries will have a restricted and narrow target audience.  A tour based on historical elements and/or festivals and special events will have a wider appeal.  Defining and searching out your audience is somewhat like being a detective - it requires a lot of homework and footwork.
         
  2. MOTIVATIONAL FACTOR:
    Titling of the tour is critical.  It can help to create the image that will excite people or it can be one that discourages participants.  Remember that you must sell "the sizzle" - not simply the steak (ambiance is everything).  The tour title must paint an image and spark the imagination!

    For example, if your idea is to pursue the history of barns, which title appeals to you?
    “Touring Northeast Iowa’s Barns”
    or
    “Haylofts and Hoe-downs”
         
  3. Matching your tour/package objectives with the participant or the group is critical, however, there is more required.  What will now motivate this group or potential participant to sign on?  Knowing what motivates people is important.  Just as in the example of  titling the tour, other motivational items become equally essential.  Some of those are identified in the following list:
    • Good Value
    • Personal Service (We take care of everything)
    • Customized (Tailored to your needs)
    • Quality, healthy, wholesome food
    • Easy and comfortable
    • Safe
    • Romantic
    • Charming and Hospitable
    • Exciting
    • Rewarding
    • Unique
    • An adventure
    • Meaningful
  4. Phrases that you utilize in your marketing and promotional materials need to reflect those factors.  In addition active or action oriented theme phrases can make a difference.  Examples are as follows:
    • Recapturing your rural heritage!
    • Discovering your cultural heritage!
    • Exploring the natural heritage!
    • Uncovering the treasures!
  5. GEOGRAPHIC FACTORS:
    One day tours can draw from one to two hours distance or from 50 to 100 miles.  Two day tours can draw from two to four hours distance or 100 to 200 miles.  This factor alone has a significant impact on the marketing plan and target audience.  An analysis of the population within the drawing area can help to determine if there is a large enough base of potential participants.