Knowing our customers..

Transcriptie

1 Knowing our customers.. De lifestyle approach IAAPA, mei

2 Why lifestyle is important Which one of these men drives an Alfa Romeo en who drives a Volvo V50? Geslacht: Man Leeftijd: tussen 30 en 40 Getrouwd, twee kinderen Eigen huis, 2 onder 1 kap, Vinexwijk Leidsche Rijn Opleiding HBO Commerciële functie Lease auto van de zaak, km per jaar Geslacht: Man Leeftijd: tussen 30 en 40 Getrouwd, twee kinderen Eigen huis, 2 onder 1 kap, Almere Opleiding HBO Commerciële functie Lease auto van de zaak, km per jaar

3 Some more facts Zelfverzekerd Uniek zijn Energiek Leven met passie Dromen waarmaken Ondernemend beetje ongeduldig Koopt graag meteen de nieuwste elektronica Druk, dynamisch gezinsleven Avontuurlijke vakanties Snowboarden en squashen Zakelijk correct Rationeel Evenwichtig Serieus Gedegen Teamplayer Rustig gezin Bedachtzaam Camping vakantie Volleybal

4 And the winner is.

5 Understanding the behaviour of our customers While age, income, and lifestyle are important elements to determine differences in consumer behaviour, customer segmentation has become too complicated to be solved simply by dividing the population along these lines. In order to truly understand people s behaviour, it is critical to understand what is driving that behaviour, and not just observing or measuring that the behaviour is present.

6 What can we do with it in leisure?

7 A lot! When we know what drives people s leisure behaviour, we can get closer to them 7

8 How did we find out what drives Dutch tourists? respondenten uit het CVTO onderzoek hebben de BSR vragenlijst in gevuld

9 Een samenwerking van

10 Vitality BSR model: based on values Extrovert Harmony Psychological axis Ego Sociological axis Group Control. Introvert Protection

11 Basic BSR model: the segments Vitality Extrovert Harmony 02 Ego Energetic people, young at heart Live with passion, go for it Freedom, independent, go their own way Sociological axis Dynamic people, want to be in control Materialistic en manifesting Rational, business-like Social open people, easy going Socially active, social network Balance between work, activities and family Psychological axis Group oriented Looking for protection and security Routine, conservative and traditional Group Control Introvert Enterprise Estonia Tallin, Protection

12 . Vitality Activities, having fun, do something special, enjoy Harmony Enthusiastic yellow 22,8% Focus on the activity Adventurous Violet 16,6% Cosy Lime 28,7% Focus on the group Control ModestAqua 14,6% Relax, subside, getting. away from the day to day activities Quiet Green 17,2% Protection

13 The red world lifestyle trend impulsief initiatief vooruitgang vernieuwing individueel design vrijheid onafhankelijkheid vastberaden doelgericht

14 the yellow world spontaan open makkelijk gewoon vriendschap plezier prijsbewust waar voor je geld gemak comfort gezellig genieten

15 The green world zekerheid veiligheid privacy rust vertrouwd geborgen nostalgie hechten aan duurzaam degelijk

16 The blue world controle rationaliteit ambitie succes aanzien status solistisch onopvallend merkbewust kwaliteit

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21 What can you do with this information? By making a colour profile of your guests you can get information about their wishes, their use of media, their lifestyles, their leisure behaviour. Knowing this you can adjust your company profile, your markeing strategy, get focus on the future and make the right investments 21

22 Hoe can you do this? Deliver your postal codes to Smart Agent Company No postal codes? Make use of onlinesurveys to get hold of them You ll get a company-based customer profile 22

23 Example for a company

24 Typen dagrecreanten Midden- Drenthe Verblijfsrecreant: lime Inwoners: blauw 24

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26 Then you know.. How to adjust your product even more to the wishes of your Which investments are smart and which aren t.. If your marketing strategy is the right one 26

27 Are you interested? Neem contact op met RECRON Frank Verkoijen 27