Travel Alberta

Getting to Know Your Best Customer Workshop Series

Target marketing has moved beyond knowing where your customers live and their average age and income level. This three-part workshop series introduces you to Destination Canada’s Explorer Quotient® (EQ) segmentation tool with a focus on the travel preferences of Albertans. You’ll learn about the type of customer that your business appeals to, what kinds of experiences they’re looking for and how to create targeted marketing messages.

Three sessions will be held in January:
*You have the option of selecting just the first session, two sessions, or all three.

Part 1 of 3: Say Hello to your Best Customer
Monday, January 29, 2018
9:00 a.m. - 3:30 p.m. (lunch provided)

Have you ever wondered why one person is happy to relax and read a book by the pool while another wants endless exploration on a vacation? As individuals, we value different things and that includes how we want to spend our time on vacation. This workshop explores how our social and travel values influence the kinds of experiences we seek. This in-depth look at EQ, a segmentation tool founded on values, will give you:
  • An understanding of the values and motivations of the EQ types
  • How these values drive purchase decisions
  • Which EQ type is your business’s “best customer”
This workshop is the first in a three-part series and is a pre-requisite for parts two and three.

Part 2 of 3: Building Experiences for your Best Customer
Tuesday, January 30, 2018
9:00 a.m. - 3:30 p.m. (lunch provided)

Now that you know who your best customers are, what they value and what motivates their travel decisions, you can look at your business’s existing products to determine how you can make them even more appealing. The next step is understanding how to take your offering from a product to an experience. This workshop will: 
  • Share examples of tourism experiences
  • Spark ideas for creating experiences that meet the needs of your best customers

Part 3 of 3: Marketing to your Best Customer
Wednesday, January 31, 2018
9:00 a.m. - 12:00 p.m.

Every business wants to maximize its marketing efforts. Travel Alberta’s EQ profiles focus on Albertans and give you insights into the media preferences of your best customers. In this workshop you’ll learn how to use EQ to:   

  • Identify the features that differentiate your business
  • Write content and select images targeted to your best customer 
  • Understand the media preferences of your best customer

There is no cost to attend but pre-registration is required.

start time:
Jan 29, 2018 4:00 PM
end time:
Jan 31, 2018
Chateau Louis
Chateau Louis
Edmonton , Alberta T5G 3A1 Canada