Announcing the inaugural ‘Viv Awards’

What are the ‘Viv Awards’

Since this is the last post of 2009, and indeed, of the decade, I wanted to take a look back at what helped make it special for me.

In my work I meet lots of interesting people, representing many different types of organisation involved in tourism, and I felt that I’d like to do my bit to acknowledge some of the fantastic efforts being put into marketing Britain to both domestic and international visitors, and commend good practice and innovation generally, irrespective of location.

Although I’ve only been in existence since August, I’ve already noticed loads of new marketing ideas that I think deserve wider recognition.

So here I present to you the first ever ‘VivAwards’ for innovation and excellence in tourism marketing.

The inaugural ‘Viv Award’ Winners 2009:

Greenway, Devon  -  award for  green tourism

The National Trust now administers Agatha Christie’s former summer home, which enjoys  glorious views over the lower reaches of the river Dart. The award acknowledges the Trust’s efforts to prevent the narrow country lanes that surround Greenway becoming clogged with traffic.

This has been successfully achieved by limiting car parking, which is available by prior reservation only; and actively encouraging visitors to park and arrive by ferry, either from across the river at Dittisham (the route I chose when I visited Greenway this summer) or from Dartmouth. Entrance is by timed ticket, which helps prevent a crush, and the whole experience of visiting the house is greatly enhanced by an absence of roped off areas, which the family stipulated as a condition of allowing public access.  More information about Greenway.

Hampton Court, Middlesex – award for living history interpretation

As already recorded in my 28 October post, I had been previously slightly cynical about the educational value of living history interpretation; but changed my mind as a result of recent experiences. I believe it should no longer  be viewed simply as entertainment, since, when well done, as at Hampton Court, it offers a genuine opportunity to understand more about what it would have been like to live and work in a bygone era. More information about Hampton Court

Quba, Salcombe – award for innovation in retailing

As recorded in my 2nd October post, I was impressed by the attention to detail and branding at casual fashion retailer Quba, where each sales receipt is presented in the form of a passport, which not only thanks you for your custom, but directs you to more information and the possibility of online purchase at the Quba website.

This is an idea with potential for further development, perhaps for building a database, or launching some sort of loyalty scheme for customers reaching cumulative purchase value targets.

Waveney River Centre, Norfolk Broads – award for most original blog

It was during my most recent work in the East of England Tourism region, that I first came across ‘A fish called Eddie‘ . Blogs assist search engine optimisation of websites; but need topicality and an ability to serve up news, as well as offering an interesting or unusual angle on the business or interest that they represent.

Eddie is written from the viewpoint of a pikefish living in the marina at Waveney River Centre, writing entertainingly about about environmental matters. The subject is vitally important in such a fragile ecosystem as the Broads. It’s not something which ordinarily gets much attention, and deserves more, so it’s worth watching. More information about Waveney River Centre

Thermae Bath Spa – award for contribution to well being

I visited the state of the art spa complex which uses the water from Britain’s only natural hot thermal springs during my summer staycation. I wrote about my experiences in my post dated 20 September. It’s well worth making a special trip to Bath to enjoy such a world class experience. More information about Thermae Bath Spa.

Shakespeare House, Grendon Underwood – award for hospitality

I travel all over the country in the course of my work, so I really apppreciate somewhere where I instantly feel welcome and at home. In fact I enjoyed my first stay so much (see my post dated 4 September) that I returned on another occasion with my family! If you’re looking for a boutique bed and breakfast conveniently located as a base for visits to Oxford, Stratford Upon Avon or the Bicester Village factory outlet centre, this makes a great choice. It has a 5 star rating and a Gold Award service accolade. More information about Shakespeare House.

Liverpool – destination award

I’d only been to Liverpool once before,  over two decades ago, and that wasn’t a particularly memorable occasion; but my, how I noticed the changes when I visted this autumn! Its impressive new waterfront developments include Albert Dock and Tate Liverpool gallery, the Echo Arena and a new Museum that will open in 2011; added to the heritage of it’s glory year as European Capital of Culture in 2008.

I’ve seen for myself how the the city has become a world class tourist destination that’s starting to bear comparison with the best of them on the international circuit. It’s particular USPs are its maritime and musical heritage, including it’s role as birthplace of The Beatles. The Cavern Club is not to be missed, and already there are amphibious tours of the waterfront by ‘The Yellow Duckmarine‘. I plan to return. More information about Liverpool.

Chelsea Tower, Dubai – award for best marketing slogan

Although my awards are generally UK focused, for the obvious reason that I’m UK based most of the time,  I’m always on the lookout for great examples of innovation in tourism marketing from organisations and destinations anywhere in the world.

l found the best example of a marketing slogan this year, from a hotel in Dubai, in the somewhat unlikely surroundings of a staircase display about it at the Quality Hotel Heathrow.  It was featured on one of those self supporting promotional stands of the type seen frequently at travel trade exhibitions, promoting the Chelsea Tower Dubai. The award goes to them for their slogan ‘Come as a guest, leave as family’. I like the sentiment.

Each of the award winners will receive a certificate of recognition in due course.

Until next year!

Paying with pleasure

My impulse purchase

On a sunny day in Salcombe, this summer, I fell victim to an impulse purchase in a fashion clothing retailer. Nothing unusual about that, you might think; but on this occasion, it was a particularly interesting experience. First I was drawn in by windows advertising a sale, and then I was soon persuaded to snap up the bargain orange linen shirt you can see in the picture above, which looked stunning as soon as I tried it on. It’s become one of my favourite pieces in the recent gorgeous weather we’ve been enjoying thoughout September.

What’s so different about Quba?

However, as well as the great casual clothes on offer, one of the things that  impressed me most about my experience in Quba was the amount of thought they’ve obviously put in to their branding, right down to making sure they make an impact at point of sale. Once you’ve handed over your credit card or cash , you get a till receipt inside a retro mock UK passport, which thanks you for your custom, and informs you that online purchase is possible on their website. This unusual and fun format just begs you to stash it away as a souvenir, and even show it to other people. It cleverly re-inforces the brand and by entertaining, it lessens the pain of paying.  At least it made me, and presumably other people, smile!

It’s a great marketing idea, and one that other businesses serving the visitor economy can certainly learn from.  If we’re going to be successful in business we all ought to try and think of ways to make the payment process more fun, and try to prolong the happy memories that come from realising that a  particular purchase really was money well spent.

Who else is great at merchandising?

A few years ago, when working in the retail industry myself,  I had the pleasure of working with Mary Portas, who at the time was marketing director at Harvey Nichols. It was she who first explained to me the importance of visual merchandising in retailing, and how you can persuade people to spend more easily when you create an almost theatrical experience for them to enjoy with visual displays. An environment that makes people feel confident and comfortable, one that  creates a  feast for the senses, is one that encourages people to reach for their purses and wallets.

Another retailer that I know already puts an amazing amount of effort into their point of sale presentation is Liz Earle. This company, led by  the eponymous natural skin care guru, is another of my favourite retailers. They sell natural skin care products, which I love because I have very sensitive skin myself. In fact they’re just about to launch a new fragrance ( as an avid fan, I got an email alert this week).

In their shops, in which all their lotions and potions are beautifully presented, you’ll find knowledgeable staff who bend over backwards to give you advice about the products without you feeling under any obligation. You really feel they care. They actually chat as you hand over your cash or card, and they take great care in wrapping your purchases beautifully in tissue lined bags. They’ll offer you a loyalty card if you’d care to call in again, and I found that if you recommend a friend who orders online and mentions your recommendation, they’ll send you a thank you gift. Finally, before you leave the shop they may well offer you a trial size  product of your choice.

Why it’s important to take pride in giving good service

All the research shows that in a recession, businesses need to put in more effort to persuade consumers to part with their hard earned cash, as people are cutting back their spending and giving more priority to saving or paying off debts.  So I think there’s a lot to be learned from companies such as these who are differentiating themselves by offering something different in the way they are merchandising their offering and serving their customers.

In the run up to London 2012, Britain is going to be an increasing focus for  the world’s attention. Our retailers are going to be among those businesses that are going to get noticed by the media, so let’s hope that it’s for all the right reasons.

Do you know an innovative retailer? Why not tell me about them.

Further reading

If you want to find out more about the anthropology of shopping, behavioural economics, and the nuero marketing techniques that encourage people to spend, I recommend reading Buyology by brand futurist Martin Lindstrom.

Until next week…