Mankato, MN Visitor Segmentation Study

Many destinations find themselves marketing to a vague shadow version of their visitor . . . created out of instinct and assumption. But a shadowy target can be hard to hit . . . and even harder to pin down. How then can a destination bring their target markets into sharp focus?

Consider the case of the greater Mankato CVB in Minnesota. In an effort to fine-tune its 2012 marketing plan, the DMO turned to the research department of North Star Destination Strategies to paint a precise picture of its top visitor segments.

Specifically, North Star was charged with creating comparative profiles of different visitor types, identifying current visitation patterns and uncovering critical consumer perceptions regarding the area. To increase reliability, a mixed method approach was implemented using a quantitative online survey and geo-demographic profiling and targeting.

The biggest takeaways from the visitor research:

Friends and family visitors are the largest visitor segment, but they don't just stay with their families. Some stay overnight in hotels, providing bed tax. In addition, many of these individuals have visited up to four times.

The Mankato Marathon is drawing visitors from farther away. Knowing that Mankato hosts the marathon, and because the city is pedestrian friendly with scenic riverside trails, it is becoming known for running, walking and outdoor exercise.

According to Shannon Gray, North Star's Director of Research, these findings have tremendous implications for Mankato. "A growing trend is for people to pick a destination to visit based on where they have friends and relatives. That way they can 'kill two birds with one stone' and see a cool community while catching up with friends and family. It also guarantees that they have a personal tour guide. Residents do the heavy hitting in convincing their friends and relatives to visit but the Mankato CVB had done no internal marketing. As a result of this research, the CVB is now beginning to look inward, considering ways to create resident ambassadors for the tourism brand."