No doubt you’ve all heard Tony and I (and just about every marketer out there) bang on about the importance of research when it comes to designing your marketing campaigns. Finally, just when we thought all was lost, someone was listening! We and the team at The Box have been given the go ahead by Pro Busselton to carry out a large survey to profile the ‘Visitor to Busselton’. I can’t applaud Pro Busselton enough for the initiative and foresight in commissioning such invaluable research.
The survey will be designed to garner as much information about the Busselton visitor as possible; everything from the standard demographic characteristics to behavioural and psychographic data. A ‘visitor’ is anyone from the grey nomad to the day tripper and we want to know everything about them! The survey will be divided into two parts, a paper survey distributed to tourism hot spots throughout the area, and a face to face element designed to capture some more in-depth information.
The information garnered will be available to all Pro Busselton and Geographe Bay Tourism Association members, and will be vital in better understanding the visitor target market and planning more relevant and accurate marketing campaigns. Knowing more about the target market will mean that marketing can be more targeted and therefore effective: no more ‘stabbing in the dark’.
The survey is being carried out over the next 2-3 months, so if you have friends or relatives coming to stay, make sure they fill out the survey form or are forthcoming to our on-foot research team should they come across them in their travels. In addition, there could be a great prize up for grabs!
If you’re in the game of tourism or the tourist makes up a large part of your target market, please get on board with the Busselton Visitor Survey and support it. Tell as many of your customers to fill in the survey as you can and encourage other tourism businesses to support it too. The more responses we get, the more accurate the findings, and the more relevent the results will be for your organisation.
We are currently on the hunt for businesses within the Busselton Shire willing to put a survey box on their sales or reception desk. If you’re interested please contact me. I’ll keep you all posted with updates as the survey progresses in future blog posts.