Vermont’s Chief Marketing Officer, Christine Werneke, with the Department of Tourism and Marketing and the Vermont Ski Area Association recently completed a research project to study the perceptions of Vermont and how these perceptions affect decision making for choosing a vacation destination. The goal of this research is to better understand Vermont’s unique strengths and areas of opportunity to enable the state and Vermont businesses to fully leverage Vermont’s brand and increase market share.
Resource Systems Group, Inc, based in White River Junction, was contracted to conduct the research and perform analysis. Their findings are summarized in this final report. It includes details on the markets studied and how our markets perceive Vermont. Some of the results include that "value" is the most important factor in choosing a vacation venue, and Vermont winter visitors are younger and think of themselves as more adventurous than summer visitors. And as for those who have never vacationed in Vermont, an incredible quarter of those from Massachusetts and the New York City area have simply never considered it.
The full report is attached to this story.
Summer Presentations
Due the important nature of these findings, in-depth presentations are being planned for various regions throughout the state. These presentations will provide a detailed look at the findings, including:
How target audiences perceive Vermont
Opportunities for growth from nearby markets
Suggested strategies and tactics for reaching customers
Schedule
We are grateful to the six regional chambers that have offered to host a presentation in their areas. Dates and locations are still being determined for some areas. You may attend the presentation in your region or choose the date that works best for you and visit another region.
Tuesday, August 10
Middlebury Volunteer Ambulance Association
55 Collins Drive, Middlebury
3:30 PM ‘ 5:00 PM
Wednesday, August 11
Calvin Coolidge State Historic Site, Education Center, Plymouth
5:30 ‘ 7:30 PM
Thursday, August 12
Mount Snow Resort, West Dover
10:00 AM ‘ Noon
Wednesday, August 18
The Ye Olde England Inn, Stowe
1:00 ‘ 3:00 PM
Presentations are tentatively planned for the week of September 6 in
Newport and St. Johnsbury.
Click here to RSVP Online
NOTE: A minimum of 20 attendees is required to hold a presentation.
For more information, please see http://www.vermontpartners.org/htm/research_brand_2010.asp
For driving directions to tonight's forum, see the Grand Isle Lake House website: http://www.grandislelakehouse.com/contact/
As Christine continues the presentations, this fascinating new branding information will continue to come up in business circles. Now is the time to catch it - we hope you can make it!
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Vermont_Brand.pdf3.11 MB