Value Based Segmentation Launched

10th March 2009

Categories: News - Archive

New Mind has just completed development on an exciting new initiative with consumer segmentation specialists, Arkenford.

Working in partnership with existing customers, The Mersey Partnership, Lancashire and Blackpool Tourist Board, VisitManchester and the Chester and Cheshire Tourist Board, New Mind has developed a web service which enables consumer data to be captured and recorded in their Destination Management System (DMS) and profiled using either the ArkZone or ArkLeisure segmentation systems.

Segmentation schemes in the tourism and leisure market have traditionally been based on age, social class or life stage. Given the increasing flexibility and choice people have, these systems are increasingly less able to predict people's purchase behaviour or response to marketing. The ArkLeisure and ArkZone segmentation systems enable consumers to be profiled based on the values and inspirations which influence their leisure choices, purchases and activities.

Visitors to New Mind's destination websites can be profiled at a number of data capture points ie. booking submission, brochure request and email sign up to name a few. Once a consumer has submitted their details and fulfilled their original request, they are encouraged to answer a unique set of questions which determine their values and leisure choices. This questionnaire and their responses are electronically sent to Arkenford to be analysed, resulting in a profile being created for each consumer which is then stored against their record in the DMS.

For the tourism organisations involved, ArkLeisure and ArkZone represent a key element of their communication strategy for the future, both as a means of growing their consumer databases and enabling targeted marketing using content which is appropriate to each audience.

Ben Moxon, Director at Arkenford comments "Arkenford's technology enables tourism organisations to complement their existing CRM systems, providing a more in-depth insight into their customers' needs and allowing their tactical marketing activities to be targeted accordingly"

If you would like to talk to New Mind about the Arkenford segmentation system, contact your Account Manager or give us a call on 0151 287 7791.