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Monday, August 08, 2011

Tenerife: Enjoy it All

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"Tenerife: Enjoy it All" is a slogan that has frequently been used for marketing the island's tourism by the Official Tenerife Tourist Board and it's an approach that perplexes me greatly.

It goes against all the rules of good marketing and branding and ends up being the scattergun approach that mostly misses the target: scattered marketing messages aimed at nobody in particular.

Put another way, if you aim to be everything to everyone then you spread yourself far too thinly to be effective at all and end up being nothing to nobody.

Having spent 16 years on the island - and I thought I knew a fair amount about it - I'm still learning new things and discovering that there are many, many places that I never got around to visiting and enjoying. That being so, what is the hope of the "average tourist" (if such animal exists) *enjoying it all* in just 2 weeks?

So apart from doing nothing whatsoever to define and serve the intended market, nor the brand, about the only message I'm getting from this slogan (apart from the impression that the powers that be either have no idea who their markets are, or they’re too cheap to aim focussed campaigns at each) is information overload: a potential number of choices too large to deal with. It harms more than helps.

And what do humans generally do when faced with too many choices?

They find it daunting and mentally exhausting:

People faced with numerous choices, whether good or bad, find it difficult to stay focused enough to complete projects, handle daily tasks or even take their medicine.

People become paralysed into inaction and I'm sure that contributes to the tendency for the majority to plonk their bums on their sun loungers around the pool and not venture any further. Not because there isn't anything else to do, but because there is too much bombarding them in an unfocussed manner they choose nothing.

After all, who wants to make daunting and exhausting decisions on holiday?

Also customers given too many choices are 10x less likely to buy ...

It’s also my opinion that this “cheap marketing” is partly to blame (along with lazy churnalism in the British media) for the *cheap* image that Tenerife suffers.

What do you think? How could this be done better?

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