Episode 96: Beyond Demographics – Answering the “Why?” in Travel Marketing, with Susan Baier

Why are people interested in traveling to your destination? Finding out the “why” makes marketing more precise and leads to more visitors and ergo, more revenue.

Finding out the “why” gets beyond lumping people into demographic categories. It helps us understand what motivates them and what could potentially motivate them to choose us.

Our guest this episode of Destination on the Left is Susan Baier. Susan is an Audience and Marketing Strategist. She helps organizations figure out what’s going on in the minds of their prospects and customers, and how to use that information to craft targeted efficient and effective marketing programs. Her company, Audience Audit, develops custom attitudinal segmentation research for smart marketing agencies and their clients in a wide range of industries.

She has worked with over 50 agencies and their clients including Gap, Kona Grill, Infusionsoft, Jayco, Tufts University, AT&T, Pella and more. Susan has been a Marketing Strategist for 30 years working in Fortune 500 firms such as Dial and ConocoPhillips as well as in marketing agencies. She has an MBA in marketing and entrepreneurship and has mentored hundreds of small business owners in marketing and audience strategy. Susan regularly speaks at major marketing conferences including Inbound and Content Marketing World. She’s been featured on Jay Baer’s Social Pros Podcast, the Build a Better Agency podcast, and the Duct Tape Marketing podcast.

Full show notes available here: https://breaktheicemedia.com/podcasts/susan-baier/