While positioning is valuable for any type of organization, one specialized application of the John/Marholin positioning model is Destination Positioning
The Compelling Need for a Sense of Place
The John/Marholin Approach to Destination Positioning
Tourism is a huge, $1.4 trillion global industry, reflecting the restless nature of the human spirit and the hunger to visit, see, and experience places away from home. Within this dynamic marketplace, fierce competition exists among geographic destinations, whether countries, regions, cities, or specific theme parks, convention centers, or hospitality providers such as resorts, casinos, and hotels. Ultimately, success is driven by the ability to create a distinct identity that enables the destination to stand out from the crowd.
To stand out from this clutter, destinations need a positioning strategy as the heart of their marketing efforts, one that guides and shapes all their communications. Developing such a strategy is the most critical marketing task a destination can undertake, and can lead to significant increases in marketing ROI.
Quantum Insights provides a comprehensive research and consulting program that enables destinations of all kinds to develop a positioning strategy based on a solid foundation of marketplace information and insights. Our basic approach is quite simple:
- Identify the unique sense of place that constitutes the essence of a destination
- Understand the competitive context in which each destination exists
- Identify the drivers of preference within that context
- Build a messaging platform around these drivers and the destination’s unique identity that emphasizes differentiation
- Identify the most lucrative audiences to target
To accomplish this, Quantum Insights utilizes the proprietary John/Marholin Positioning Model, a comprehensive and rigorous quantitative research program that systematically isolates the best set of messages, and organizes them for maximum effect.