Project Title:

Stonehaven it’s Special Tourism Group:

Market Research Project 2007

Description:

A tourism-related Market Research Project was undertaken in Stonehaven between May and July 2007 in order to improve the tourism group’s understanding of its local market, the needs of visitors and to test some of the marketing undertaken by the group with the assistance of SusSET.

In 2005, Stonehaven it’s Special Tourism Group (SiS) undertook a survey of visitors to the town, which informed the development of the group’s tourism strategy for the town and subsequently, it’s marketing strategy and action plan. This work was followed by a number of actions being taken e.g. the tourism strategy; marketing strategy and action plan were completed, published & promoted. The group then published and distributed marketing leaflets and a visitor information leaflet and map with the assistance of funding from the Interreg 111c SusSET programme. At the same time various groups had developed websites separately, the main one for the town being the portal site: www.stonehavenguide.net.

The development of the recent marketing and information leaflets relied on using the existing brand of “Stonehaven it’s Special” and explored the potential for using a strap line: “Your Coastal Playground”. The group decided that further market research was required to provide a better understanding of opinions about the town, its hinterland and accommodation, and to determine the awareness and views on of the main website, marketing material produced and branding used.

The Market research project employed a market research professional to undertake the work from May to July 2007 and consisted of three focus groups and one to one interviews based on pre-agreed topic guides. All interviews were tape-recorded, the responses were carefully reviewed and a report & recommendations was produced.

Objectives:

To undertake market research with tourists, local accommodation providers and businesses to:

• Better understand visitors’ opinions of the town and its hinterland

And awareness and attitudes to:

• The official website and other relevant websites
• The new promotional leaflet
• The new visitor information leaflet & map
• The current “Stonehaven…it’s Special” brand (and associated strapline)
• Signposting within the town and its hinterland
• Accommodation standards

Process/Stages:

1. Successful bid made for Interreg111c SusSET funding based on project outline
2. Tender brief produced and competitive tendering process completed with contract awarded to Crawford Macewen Creative Marketing Ltd
3. Meeting to start project and agree topic guides and focus group arrangements
4. focus groups held & market research completed with draft report prepared and discussed by SiS
5. Final report produced and circulated to wider membership and other interested groups in the town
6. Use information gained in future project delivery and in discussions with economic development agencies

Outcomes/Results:

1. Businesses and visitors have been engaged in the research process and has raised awareness of the town and its issues
2. The group has learnt about processes from commissioning and completing the project and gained a greater insight into the tourism product of the town and the issues that need to be addressed
3. A completed report with recommendations
4. A revisal of the Action Plan for 2007 to 2010 being undertaken
5. Issues to be addressed by local authority and other groups in the town

A copy of the market research report and recommendations can be downloaded here.

Learning Points:

• The weather during the summer has been poor i.e. cold and wet. This has reduced the number of visitors to the town and created difficulties in holding the proposed focus group sessions. The deadline for completion of the project had to be extended. It is necessary to build in additional time for projects to cover unforeseen problems, in future.
• The report highlights there may be too many groups working on related topics in the town and this needs to be addressed.
• The brand adopted by the town’s events and tourism groups since 2000 is not working as effectively as hoped for Stonehaven and consideration should be given to it being redesigned. Similarly the strap line is not sufficiently accurate and should be replaced by a better & more accurate one. However, this will need agreement from the Events Group and SiS executive and involvement from the community. So further consultation & work will be required.
• The degree of work on projects, so far, has relied heavily on volunteer effort and funding provided by the SusSET project. This is not sustainable and with the growth in the towns’ groups. However, the recommendation that a paid employee should act as marketing officer across a number of groups may not be sustainable solution. This needs to be discussed with these other groups in the town to identify what might be feasible without reliance on public funds.
• There are a number of steps that the town’s groups and Aberdeenshire Council can take to improve the town’s tourism product. The group’s action plan is being amended to take the report into account. 

Contact Information: Robert Armstrong, Senior Business Development Executive, Aberdeenshire Council, Stonehaven (Tel: 01569 768294/ Email: Robert.Armstrong@aberdeenshire.gov.uk )