The Wall St. Journal has a great story on page one today entitled Arabs on Holiday Hope for Rain [online version requires subscription.]
The Indian state of Goa has been advertising itself as a "monsoon destination" to Arab families looking for a rainy break from the desert life. It may sounds strange to you–or downright sacrilegious if you live in Seattle–but one Arab father likened it to Western families frolicking in the snow.
Local tour operators set up walking rain tours, discos have open
roofs for "rain dancing," and families lay out in the rain without
umbrellas.
This story perfectly illustrates on of the main themes in Seth Godin’s All Marketers Are Liars, which I just finished listening to.
Rather than trying to convince sun worshipers that the rain isn’t so
bad, the tourism industry in Goa markets to people who see rain as the
perfect outdoor weather with the slogan "Come Feel the Rain." They are
marketing to people who have a specific world view, and what they have
to offer fits into that world view.
Are you marketing upstream? Instead of trying to convince people
against their will, perhaps you would be better served finding people
with a world view that celebrates your product or service.
Recently, a study on Maine tourism found that visitors loved the
family-oriented vacations here, and the outdoor activities. However,
they were less thrilled with the nightlife. (As am I.)
Some tourism officials didn’t see this as a problem. If New Yorkers
want nightlife, they’ll stay in New York to find it. If they want
kayaking, lobsters and moose sightings, they’ll come to Maine. (True,
but a few more live music venues wouldn’t hurt the Portland nightlife.)
Rich Brooks
Business Blogging from Vacationland [Maine]
