BLUE SAIL MARKETING TOOLKIT EAST NORFOLK
JANUARY 2011
5. DELIVERING THE PROMISE WORKBOOK
THE VISITOR EXPERIENCE
It is essential that the experience you give your customers meets
the needs of your target markets and lives up to your marketing
promise. The visitor experience is made up of all the things your
customers experience during their stay. Some of those things are
outside your control – like the weather or beach cleanliness – but
much of the experience is about the service and facilities your
business provides and the recommendations you make to your
customers.
This section helps you undertake an audit of your business to see
how it matches up to the needs of the four markets for East
Norfolk.
You can do this to help you plan future investment or to just check
how you are doing and identify areas where you could make some
improvements.
We start with some initial questions to get you going – there will be
more you need to add. There is a sample workbook at the end for
you to use and a couple of examples about how it might look.
1
BLUE SAIL MARKETING TOOLKIT EAST NORFOLK
Mini Explorer Families
 How easy is it to get a pram or buggy in and out of your
premises? Is there somewhere to park buggies and
prams safely indoors?
 Do you have a children’s play area?
 What indoor play facilities/activities do you offer?
 Do you serve early evening meals?
 Do you have a children’s menu that offers a range of
choices including healthy options?
 Do you have nappy changing facilities? Can men and
women access them?
 Are your furniture, furnishings and ornaments robust and
suitable for toddlers or will parents worry about
breakages and damage?
 Do you offer itineraries suitable for families with very
young children?
 Do you have/have sufficient highchairs, cots and
cotbeds available?
JANUARY 2011
Budding Explorer Families
 Do you have safe places to store bikes and a drying
room?
 Do you hire out bikes (for adults and children) or can you
provide information on who can and/or arrange for
visitors?
 Do you have games and activities for older children e.g.
table tennis or a games room?
 Do you have information about the main activities and
family attractions in the area?
 Do you provide smaller portions of the main menu?
children’s menu?
 Safe places to stay where children can roam outside
 Good value – places to stay and eat
 Sunny weather, beaches, sand, paddling and swimming
 Safe cyclingSpecial deals and offer
2
BLUE SAIL MARKETING TOOLKIT EAST NORFOLK
JANUARY 2011
Experienced Explorers
Relaxing Greys
 Do you offer local produce and a varied and changing
menu? If you are self-catering can guests order a
welcome box of local produce?
 Do you offer itineraries of different activities for your
visitors to choose from or provide information and
recommendation on activities available close by?
 Do you have drying rooms and cycle lock-ups?
 Do your furniture and furnishings encourage visitors to
relax?
 Do you offer some luxury touches – like a bowl of fresh
fruit in the bedroom, a range of glossy magazines in the
lounge?
 Do your staff know what is going on locally? Can they
recommend places to eat and things to do during the day
and in the evenings?
 Do you have bedrooms on the ground floor for easy
access?
 Do you have views of the sea/scenery?
 Can you organise day excursions and trips for your
guests?
 Do your staff knows the area well and can they
recommend suitable things to do and see?
 Are there difficult steps up to your entrance? Do you
have a handrail by outside steps?
 Do you have a lift?
 Do you offer local produce and a varied and changing
menu?
 Do you offer discounts and special offers for people over
65 or at certain times during the season/week/day?

3
BLUE SAIL MARKETING TOOLKIT EAST NORFOLK
JANUARY 2011
YOUR WORKBOOK – MEETING YOUR CUSTOMER’S NEEDS
At the end of this section is a blank workbook for you to complete.
On the left hand side of the workbook you can list the facilities/services you need to audit for each market group and you can fill in whether
you currently provide them and use the next column ‘quantity, quality, choice’ to make any comments or observations. You can then record
what actions you need to take and any costs for new purchases and the timescale in which you are going to make those changes. Here are a
couple of examples to get you thinking.
FAMILY MARKETS
Facility/service
Do you provide yes/no
Quantity/quality/choice Action
Cost
Timescale
A varied and creative menu
for young children that
takes into account the
health conscious family
Yes
But only have three
Talk to chef about
n/a
Talk with chef next
options for young
developing more
week; plan to introduce
children
options; think about
new children’s menu by
seasonal variations;
Easter
what about miniversions of some adult
meals on the menu?
Facility/service
Do you provide yes/no
Quantity/quality/choice Action
Cost
Timescale
Cots
No – new market segment
Need to provide c. 5
Research supplier and
£xx?
Plan now. Have cots
though provide children’s
(we’ve got 30 bedrooms)
order
available by August.
menus in hotel restaurant.
4
BLUE SAIL MARKETING TOOLKIT EAST NORFOLK
JANUARY 2011
YOUR WORKBOOK – BLANK WORKBOOK FOR YOU TO COMPLETE
MARKET : ____________________________
Facility/service
Do you provide yes/no
Quantity/quality/choice Action
Cost
Timescale
5