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Published On: September 26, 1999

In order to refine marketing efforts, the LTVA needed to identify visitor demographics and perceptions.

SMG developed and implemented a multi-seasonal research program consisting of visitor surveys. After the collected data was analyzed, SMG developed a visitor profile which focused on a number of key areas including geographic origin, demographic characteristics, trip characteristics, perceptions of the destination and trip expenditures for the specific season.

Using the findings, marketing resources and programs have become more efficiently targeted at specific markets. Online and offline marketing elements are better integrated and communications more focused. The study also identified strengths and weaknesses of the destination allowing for service and product improvements designed to enhance the visitor experience.

"It's easy to find a company that can generate data for you. It's more difficult to find one that can translate that data into usable information and marketing strategies. SMG is one of the few I've found that can consistently provide that level of expert