EQ Bootcamp Workbook_Module1

8/2/2019 EQ Bootcamp Workbook_Module1

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Table of Contents

4 Sample Ads Worksheet

6 EQ Appeal Assessment Worksheet

8 Product & Promotion Enhancements Worksheet

9 Other CTC Resources



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Sample Ads Worksheet

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EQ Appeal Assessment Worksheet

The following chart will help you undertake a more systemic assessment of your business’ best customer by EQ

type. Here are the step by step instructions for completing it:

1. Concentrating on your business and its attributes, start filling in the left hand column of the chart (startingat the top and ending at the bottom):

a) Fill in the Demographic section with a couple of key demographics that describe your best customers

(we suggest education level and household income).

b) Next, under “Value Appeal”, fill in the social and travel values that align with your product/experience.

c) Finally, fill in your product’s ‘experience appeal’ – listing the key activities, experiences and/or

programs that your business offers.

2. Identify one of your geographic markets. Go to that country in the EQ Worksheets for SMEs, found in your

EQ SME Toolkit (compact disc or online at http://en-corporate.canada.travel/)

3. Intuitively, eliminate any EQ types that don’t fit your business (Note that the EQ Worksheets for SMEs may

only provide information on a limited number of EQ types in each country area, as these are seen as

appealing targets due to their travel behaviours and love of travel.)

4. Then, starting with Demographics, and using the EQ Worksheets for SMEs as your reference, work across

the sheet horizontally, place a ↑where the demographic is a match for that specific EQ type. For example,

if you listed “average-high household income”, you would place a ↑in the box corresponding to an

Authentic Experiencer.

5. Then, again using your EQ Worksheets for SMEs as your reference, start evaluating each of the items listed

in the left column against its appeal for the Free Spirit, using the following scoring system.

↑ ↑ ↑ Extremely high appeal

↑ ↑ Very high appeal

↑ High appeal

Blank Neutral/don’t know (or not referenced in the EQ Worksheets for SMEs)

↓ Low appeal

↓ ↓ Very low appeal

Continue the exercise with the rest of the EQ types profiled for that country.

6. When you are finished, add up the ↑arrows and subtract the ↓arrows and write the resulting number at

the bottom of each EQ type that you have assessed. This will reveal your business’ best customer.

7. When you are finished, take a close look at the results. If a traveller type has been revealed that you don’t

intuitively think matches your business, it could be that you have missed a key value or experience

http://en-corporate.canada.travel/






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attribute, resulting in an incorrect score for your product. Go back and add or subtract accordingly and re-

score.

Country: NHT FS CHB GE VT CE AE Rej PHE

Demographic appeal

Value appeal

Experience appeal

SCORE



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Product and Promotion Enhancements Worksheet

The template below is used to evaluate existing product, then determine how it could be enhanced and promoted.

This exercise can be repeated against any EQ type.

EQ Type: Product /Experience Promotion

Top Values:

Top Travel Motivators:

Top Activities:

Avoid:

Existing Attributes and Elements Messaging: What are some of thekey words or phrases?

Images and Videos: What will bethe major components?

Potential Enhancements



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Other CTC Resources

1. CTC Toolkits and Brand Canada Library:

Access them online at http://en-corporate.canada.travel/resources-

industry/toolkits

2. CTC YouTube Channel

3. CTC Flickr Channel

4. CTC Media Centre

Access it online at http://en-corporate.canada.travel/media-kit

5. CTC Market Research

Access it online at http://en-corporate.canada.travel/research

6. EQ Authorized Trainers

Mary Mahon Jones, PresidentMahon Jones & Associates [email protected]: Training, facilitation, product development, marketing,industry development, visitor experience development, strategic planning

Kathryn Tector, Senior User Experience Consultant902 225 [email protected]: Web, CRM, usability, marketing

Jane Osler, PrincipalP J Osler & Associates 604-512-1197

[email protected]: Training, facilitation, marketing, productdevelopment, visitor experience development, strategicplanning

Kim Whytock, PrincipalKim Whytock & Associates Inc.902-462-2680kimwhytock@accesswave.cawww.thewhyoftravel.comServices: Training, facilitation, marketing, productdevelopment, visitor experience development, strategicplanning

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