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These are generally recognised as the top awards in the industry, since they are stringently judged on business results. The judges applauded the clever segmentation and its use to drive personalisation through the intelligent use of data. The programme delivered an incremental £18 Million in revenue to the Scottish tourism industry.

Many months of quantitative research and data analysis gave us the foundation to build a robust, new segmentation model covering the UK tourism market, but also looking specifically at the strength of the consumer’s relationship with Scotland.  This was followed by a few more months of qualitative research and insight development in order to convince ourselves – and the wider organisation – that this was more than a piece of marketing theory.  We proved that we had found a way of accurately categorising and genuinely describing real people. 

As a result, VisitScotland has radically changed its overall marketing approach and even reorganised the marketing department.  The new segmentation has provided very valuable management and planning information, has hugely increased VisitScotland’s understanding of different types of consumers, and is now being shared with tourism organisations throughout the country. It is definitely one of the most challenging and far-reaching pieces of work I have been involved in in my career, so it is fantastic to see it paying off.

If you would like to know more about the case study, then please email me from this site.

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I’ve helped a few Scottish football clubs with their marketing in the past – namely Celtic, Rangers and Hearts.  Being an avid supporter of a team myself was certainly an advantage when it came to working out the details of strategy and campaigns.  The only way to get results was to tap into the mood of the fans – get that right, and success would follow.  When the campaign launched, it was with nervous anticipation that we checked the fans’ message boards to get instant feedback on what they thought of the offer and how it was presented – real-time, unmoderated research!  Creating positive word-of-mouth momentum was essential.  смс посмотреть бесплатно без порно

The internet has changed the way we support football these days – it’s made news so much more instantaneous, it enables you to follow matches as they happen from anywhere in the world and, if you wish, you can engage with fellow fans via blogs and message boards.  эротика 20 годы

I do log-on regularly to the Charlton sites, keen to keep in touch with the latest gossip and views.  Many of the topics aren’t directly Charlton or football-related either – it can be a fascinating slice of life and a way to read a wide variety of opinions from a whole cross-section of the population – a much more mixed bunch of people than I tend to meet and exchange views with in my normal business and social circles. 

That helps me to justify the time I spend on there, anyway!

Earlier in the year we decided that we had enough of a track record to enter the PR Excellence category of the Scottish Thistle Awards, generally recognised as the oscars of the tourism industry here. We heard a few weeks ago that the company had been short-listed – reason enough to book a table at the awards dinner, inviting along staff and business partners who had contributed to the company’s success. 

Imagine our total suprise – even disbelief – when McKinlay Kidd was read out by host Alistair McGowan as a winner on the night.  Needless to say, the champagne flowed… 

This takes me personally into a fifth year of working with VisitScotland, and I still find it every bit as exciting, challenging and demanding as at the outset.

We all know the theory that those who have just purchased a brand are warmest to the brand at that point, and most likely to make a second purchase or to recommend. Yet how many database strategies seek to maximise this? 

Digital printing and personalisation  – let alone e-mail contact – make it so much more possible to respond quickly to a customer transaction.  The technology is there – we’re the ones who need to play catch up!  A communications strategy directly stemming from an individual customer’s recent behaviour is much more likely to hit the right notes in terms of personalisation and relevance with the recipient of our message too- making it all the more likely that they will respond.

I’ve been lucky enough to receive quite a lot of business so far from people I know and from referrals. I’ve not needed to do a lot of proactive business development work, though I always like to keep the profile of fraoch high in the marketplace.

But I’ve just stumbled across a fantastic business development approach, and I’m prepared to share the secret.  It’s simple and even something you’ll enjoy doing: go away on holiday to some far flung destination like Africa for two weeks! I’ve analysed it and it seems to work in three ways:

1.  Tie up loose ends. Knowing you’re going to be out of contact for two weeks focuses the mind to firm up any possible client business before the holiday and agree a suitable schedule, making sure there’s lots of business on the books when you come back; 

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2.  Sort out the important things. Going away makes you realise that you need a back-up contact point, so you have the conversations you’ve been thinking about sooner rather than later;

3. The phone keeps ringing – in the past few weeks I’ve had more requests for meetings and input than ever before.  Somehow everyone seems to sense I’m about to go away…

So if business ever looks quiet in the future, I’ll be off to book another exotic holiday.

The Ultimate Gift hd The flat – and base for the fraoch office for the foreseeable future – is in Cowcaddens, just to the North of Glasgow City Centre, three to four minutes’ walk from Sauchiehall Street – a world away from the peace and quiet of an Edinburgh suburb.  In the vicinity we have a police station, ambulance station and Strathclyde firemen’s training college…and some of the training seems to be how to use the sirens!  And even though we’re further from the river and sea than we are in Edinburgh, we still seem to have seagulls as neighbours.  The joys of City Centre living! 

It’s wonderful to be able to walk everywhere, and I’ve just secured a new client in Glasgow – all of five minutes’ walk away.  Just need to remember to take the brolly – it’s true that the pavements in Glasgow rarely dry out…   

In recent weeks I have asked a number of colleagues and clients what fraoch should offer, and the common thread is always the word thinking. I suppose it is the essence of my own personal brand, and is therefore at the core of fraoch too. I have always believed that marketing is essentially applied common sense. The only way to do it better than your competitors is to think about it more: think about the relationship between consumers and your brand; think about your strategic approach; think about your creative approach; and think about how you are going to measure success. Then do it, learn from it, and watch results improve.

We’ll update this front page with news and comment every now and again. In the meantime, enjoy the site, and do get in touch if you would like to know what fraoch thinks about your marketing problem.

Heather McKinlay, January 2006

Work is gathering pace.  The VisitScotland Segmentation project is a major focus, with a full-scale online survey underway.  It’s wonderful to monitor the results as they come in through Experian’s online tracking.  It does mean it feels like it’s with you every minute of the day though – don’t mention the S word! 

I had a new business meeting earlier this week where I was outnumbered five to one.  A lot of thinking on my feet, but I believe I held my own.  Time will tell when we go back for the presentation!  The first milestone for another large review project is looming in the next couple of weeks too, so there’s plenty happening.