Michele Grant
Roger Budden
Michael Lough
East Norfolk Pathfinder
Marketing Workshop Notes
These are the notes captured on flipcharts and recorded from whole-group discussions. They are
meant as a record of the day for the participants – rather than a document for wider circulation. We
have brought together the discussions of the three workshops into one report. These will form an
important part of the broader consultation and thinking process that goes into the final Marketing
and Action Plans.
THE WORKSHOP DATES AND VENUES
Wednesday 8 September, Sea Marge Hotel,
Overstrand.
Thursday 9 September, The Manor Hotel,
Mundesley
Thursday 16 September, Wayford Bridge Inn, nr.
Stalham
The workshops were attended by a total of 41
people. A full list of delegates is included at the end
of this report.
THE FACILITATORS
Michele Grant
Roger Budden
Michael Lough
Blue Sail
www.bluesail.com
The Spirit of the Area
We started with a brainstorm on how to describe the area. These are
the words delegates used to capture the SPIRIT OF THE PLACE.
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Remoteness / wilderness
“Getting away from it all”
Wide / big skies
Place to unwind
Slow pace of life
Fabulous adventure
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Gentle
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Laid back
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Forgotten
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Unknown
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„Discover‟
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Sea - your freedom
Recover lost way of life 
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Neglected
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Addictive
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Local produce
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Wildlife
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Travelling is a pleasure, ever changing
Prime location
Hidden lanes
Well connected
Very good public transport
Accessible
Nature, attractions
Wide / Big skies
Multiple activities (sports)
Waterways
Golden coast
Long sandy beaches
Countryside and coast
1950s
Interesting heritage
Retro‟ England
So much to offer
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People come back
Unspoilt
Non-commercialised
Welcoming / friendly
180 degree people
Quality experience
„Unique
Local and tasteful
THE ESSENCE OF PLACE Working in small groups, delegates
described what made this part of Norfolk special using one of the senses. We
need to capture that essence and communicate it to our target audiences
SMELL
TOUCH
TASTE
SOUND
Touch
Sounds
Smell
Taste
Building on initial market assessment
and discussion Blue Sail presented
four key market opportunities for the
area and described their
characteristics.
Key Markets
“Mini-Explorer Families”
“Budding Explorer Families”
“Experienced Explorers”
“Relaxing Greys”
Mini-explorer Families
Budding Explorer Families
Who
Children under 5
ABC1 C2
Single families or
groups
East England, Midlands
Who
Children aged 5-12
ABC1 C2
Single families or
groups
3 hours travel time
Want
Safe places
Good value
Beaches, sand and sunshine
Outside school hols catering
for kids
Wet weather alternatives
Want
Safe places
Good value
Beaches, sand and sunshine
Safe cycling
Special deals & offers
Self-catering
Wet weather alternatives
Key Messages
Play and fun
Children welcome
Good value
Traditional
Time together
Simple pleasures
Good weather
Key Messages
Healthy, safe and active
Freedom
Children welcome
Good value
Traditional holidays
Creating memories
Spending time
Experienced Explorers
Who
Aged 60-70
ABC1
Fit, healthy & active
Confident & independent
Well travelled
Interested and curious
Couples & friends
East England, Midlands, London
Key Messages
Peaceful and tranquil
Unspoiled and un-commercialised
Traditional
England at its best
Want
Interesting, quality places to stay –
serviced & self catering
Good food & good value
Walking, cycling and learning
Pretty villages
Interesting shops , arts & culture
Relaxing Greys
Who
Aged 65-85 ABC1 C2
Enjoy breaks and change of scene
Couples & groups
Healthy but less active
East of England, Midlands
Want
Nice serviced accommodation
Good value & service
Shops
Cafes, tearooms, pubs
Nice scenery
Pretty villages
Key Messages
Traditional values
Peaceful and tranquil
Lovely places to
get away
Broad agreement that “Experienced
Explorers, “Relaxing Greys” and “Mini
Explorer Families” are key markets.
Key Markets
“Budding Explorer Families” this segment might compete
with existing holiday season
markets when occupancy is
already high.
Relaxing Greys – draw from
wider geographical areas than
suggested
Other Suggested Market Opportunities
 Younger couples with no-family
 Near Europe
 Visiting Friends and Relatives
Routes to Market
We divided into groups
and discussed the best
ways to reach those target
markets
Relaxing Greys
General
PR
Quality and value
Expectation
Out of season promotions / discounts i.e. love a deal
Join/work in partnerships with local businesses
Facebook
Internet overcome – website appeals to their needs
Radio advertising i.e. Radio Norfolk
Brochures in right area/papers
Mailing lists / databases
Saga Magazine
Experiences
Sunday Supplements / Norfolk Magazine
Identifiable “items”
Internet
Power-working in partnership - Norfolk Tourism,
LAP’s, N.Norfolk Tourism Round Table
Customer experiences / Consumer content
Online forum
Holiday Packages
What is it we offer?
Packages: food deals; accommodation; link to
activity
Utilise TICs
Heritage
Shout about our
heritage
Target the right groups
Word of Mouth Important
National Trust Market
Experienced Explorers
Pre plan – time to explore and look on
internet
Internet for silver surfers
Print matter i.e. target media for this age
group – Sunday Supplements / Telegraph
Personal contact i.e. TIC
Target specialist publications i.e. RSPB;
Ramblers; National Trust; Saga
Variety of information aimed at specific
niche markets
Joined up marketing & promotion
Timing – out of school holidays
Promote specific cultural events
Target rail stations (posters)
Targeting specific areas i.e. cities
Target coach companies (posters)
Sell vouchers – gifts; getaway; gardens;
stately homes; B&B; meals
Mini-explorer Families
Area needs one identity – a Collective Group / Brand
Teletext
Social media
Mumsnet
Netmums
Facebook
Sure Start; nurseries; schools
Family friendly holiday websites
Doctors surgeries; health visitors
PR
Practical Parenting
Mother & Baby
Major newspapers
Celebrity endorsement – famous Mum
Primary Times
Promotions with supermarkets
Product endorsements and special offers
Local Radio
On bus advertising
TV
Marketing mix
TV sponsorship
Wider Actions Covering All Markets:
Partnership
 Work with other tourism areas within Norfolk
 Local area partnerships – joint projects
 NN Tourist Forum – partnership boards to facilitate
(joint area tourism)
 RDC / District Council / Norfolk Tourism – funding
issues
 Local papers (i.e. Midlands – 3 hour drive) feature
on the area
 Work with attractions (i.e. East Ruston Gardens +
Railways)
 Rambling organisations
 Caravanning & Camping organisations
 Gallery participation – major exhibitions
New Media
 PR and social networking
 Web mixed messages
“open portal”
 Web links
PR
 TV – features (NN
Round Table, EET, NN
Tourism,
VisitBritain,Pathfinder)
 Local Radio
 Magazines (food,
leisure, art, cycling,
boating, heritage,
wildlife)
 Store House Magazine
– adverts
Wider Actions Covering All Markets (continued):
Activities
 Guided Walks
 Better routes for walking: joining businesses together (itinerary)
 Promoting through outdoors shops
Print
 Joint print – maybe
 Awards
 Package Competition (offering prize of
accommodation; days out; food)
Branding – The Unspoilt Norfolk Coast
Leaflets
Food & Drink
Cycling
Walking
Beaches
Visitor Information
 Walking routes
 Eating
 Heritage etc
 AONB
 SSI‟s
 Birds
 Fauna
 Conservation
East promotes
Next Steps
Develop a Marketing Plan:
building on consultation, workshops
and market analysis
12 Month Action Plan:
identifying first steps
Business Toolkit:
to support businesses in delivering
marketing actions
Business Networks:
to develop and build joint marketing
actions
Delegates List
8 Sept pm Sea Marge Hotel
David Audley Three Cottages Fish Restaurant; Ray Sandham National Trust, Felbrigg Hall; Jane
Wisson North Norfolk District Council (TIC); Cat Plewman Poppyland Partnership; Debbie West
Glaven Lodge B & B; Helen Dixon Alby Crafts Centre; Lucie Gillett The White Horse; Jill Boocock
B&B; Armin Brockson Manor Hotel; Rosie Eldridge Manor Farmhouse B&B
9 Sept am Manor Hotel
Peter Manning Mundesley Visitor & Advice Centre ; John Whitby Mundesley Visitor & Advice
Centre ;John Pugh Mill Common House, Ridlington; Robert Simmons Creative Solution, NNTRT;
Mike Jones Griffon Area Partnership ; Jo Artherton Bewilderwood ; Sally Wallace The C21 Shop;
Jenny Rumens The C21 Shop; Samantha Hicks Sandy Gulls Caravan Park; Caroline Griffin The
Durdans B & B; Andrew Griffin The Durdans B & B ;Steve Bullimore The Lighthouse Inn; Dee
Brown Manor Hotel; Rosemary Munday Church Farm Barns; Tim Lidstone- Scott NCP - National
Trail; Judi Daykin Happing Festival
16 Sept pm Wayford Bridge Inn
June Straw North Norfolk District Council (TIC); Richard Price Stalham LAP; Maggie Flatman
Sutton Pottery; Gayle Adamson Beach Rock Leisure; Pamela Masters Museum of the Broads;
Jim Irwin-Davis Amazona Zoo ;Jacqui Palmer RNLI Henry Blogg Museum; Ian Taylor Stalham
Chalets Ltd; Estelle Hook Norfolk Coast Partnership; Rachel Buxton Hoveton Hall Gardens;
Tracey Brooks Wayford Bridge Hotel; Anna Hollis Castaways Holiday Park; Sylvio Plaggi
Castaways Holiday Park; Matthew Galasky The Ship Inn; John Blackwell Norfolk Wildlife Trust