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IN BRIEF
Tourism Ireland rolls out
CUSTOMER-CENTRIC APPROACH VITAL FOR
St Patrick’s Day campaign
LONG-TERM SUCCESS – MARTHA ROGERS
The perils of having a short-term approach to customer acqui-
sition and retention and the importance of understanding
Sydney Harbour
return on customer rather than return on investment were
among the topics addressed by Dr Martha Rogers at a recent
seminar hosted by SAS and the Irish Direct Marketing
Association (IDMA) in the Merrion Hotel.
“The companies that are much further along with their
customer experience maturity are the ones that are enjoying
better success during the recession: they’re having much bet-
ter financial results and they are in fact much more competitive
in their industry,” said Rogers, founding partner, Peppers &
Rogers Group, and a leading authority on customer-focused
relationship management strategies.
Rogers believes that customer equity – or the willingness of
London Eye
customers to do business with a company in the future – is the
most important measure on which to value a business. The
most successful companies of tomorrow will be those that cre-
ate customer value by anticipating customers’ needs and
meeting those needs better than their competitors, she said.
“We also need to understand that some customers are more
profitable than others,” she added. “When this underpins a
company’s business model, the firm starts making better deci-
sions about the best use of resources in order to ensure good
customers are not subsidising bad customers.”
Irish tourism will piggyback on this year’s global St Patrick’s Day
celebrations with a number of iconic buildings around the IRISH SPONSORSHIP SPEND
world, including the Sydney Opera House, the London Eye, the
Empire State Building and the CN Tower in Toronto, turning
TO FALL 6PC IN 2010
green for the day.
The initiative, which will involve the landmarks being lit up to Sponsorship spend in Ireland may have been up by an estimated
appear green, is part of Tourism Ireland’s €26m first-half 2pc to €133m in 2009, but 2010 will see a 6pc decline, accord-
marketing drive aimed at restoring overseas tourism to growth ing to a new industry study from Onside Sponsorship.
in 2010. This drop is expected to be driven largely by a reduction of
“The agreement to allow us to ‘green’ such iconic buildings fees paid for rights, with 70pc of sponsors surveyed in the study
and attractions must be a first for any destination and clearly expecting rights fees to decrease this year.
illustrates the goodwill that the Ireland brand generates across According to Onside, last year’s overall growth was stimulated
the world,” said Niall Gibbons, chief executive of Tourism by several major landmark deals including the naming rights of
Ireland. “We will use every opportunity to capitalise on Ireland’s the Aviva Stadium and Puma’s new IRFU partnership, as well as
heightened profile to showcase the uniqueness of a holiday on a series of high-profile renewals.
the island – the diversity of our culture and heritage and the “The nature of sponsorship’s multi-year deals in most cases
friendliness of our people.” certainly insulated this area from dramatic cutbacks, although
Tourism Ireland’s €1m St Patrick’s programme will span large-scale reductions in spend were more evidenced on activa-
Britain, mainland Europe, North America and Australia, as well tion spend around sponsorships,” said John Trainor, managing
as new and developing markets such as China, India and South director of Onside. “Our research into the Irish sponsorship
Africa. “There will be saturation coverage of the island of Ireland industry reveals that while one in two Irish sponsors will curtail
across the airwaves, in newspapers and across digital media,” their spend on sponsorship generally in 2010, one in five will be
said Gibbons. increasing their investment in this tool.”
10 Marketing Age Volume 4 Issue 1 2010
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