by Harijan on Sun Dec 02, 2007 10:44 am
In that situation the consulting company would come in and start with market surveys of actual tourist. The consultants would inteview hundreds or even thousands of foreign tourist to determine what those people have in common. The results would look something like this:
90% of tourist to scottland have the following common charaterstics.
1. income above $100,000/year
2. Are between the ages of 45 and 65
3. Speak English as a primary language
4. Travel to foreign countries on average twice a year for vacation
80% of the tourist to scottland have the following common characterstics
1. are married
2. are empty nesters
3. Are decendants of scotts
4. Are citizens of England
70% Blah blah blah.
Next, the marketing consultants have access to huge databases of information about everyone in first wold countries. The consultants scrub these databases to find people who fit in the 90% category, 80% category and so on.
Once the consultants have a large group of people that fit the description of 90%, 80% and so forth they start contacting them for market surveys. The people come in and look at anywhere from 3 to 10 ad campaigns and slogans and rate the appeal of each one.
The consultants then analyze the results of these surveys and propose the most appealing slogan and ad campaign that is likely to draw tourist.
So if the consultants were successful. Those people who are most likely to consider vacationing in scottland will be persuaded by the slogan "welcome to scottland" and the ad campaign that goes with that slogan.
That is what consultants (in that situation) do.