Public perception definition series#

Keep in mind that ‘public’ doesn’t have to mean the entire world or country. It can also be applied to any industry including B2B industries. While this example is at a state level, it applies to any level, even as granular as a neighborhood.

It isn’t just sitting on a beach it is going on adventures.

Public perception definition series#

They are in their seventh consecutive year of tourism growth hitting a record of $11.3 billion in 2016 due in large part to their branding efforts. Their video series has taken off like wildfire and has redefined, in many respects, what people are looking for from a vacation.

Take, for example, Oregon’s recent success. We have been influenced to believe that we all want to go to a tropical paradise to get away. You may think, “Well, that’s easy for the hotels in Hawaii because they are in paradise!” But people forget that it is all branding. In order to ensure long term success, you must focus on long term perception of the public. If nobody is interested in going to Hawaii, then it doesn’t matter if you have a better deal than your competitor down the street. You can create micro-influences on existing demand by offering deals or special events, but these are short term benefits that may or may not drive long term gains. If you are a hotel in Hawaii, you primarily depend on the positive perception of Hawaii to generate demand for hotels in Hawaii. Whether you are a hotel trying to book more room nights or a company trying to sell more widgets, the first thing you need is a positive perception of your product or company. It is easier than ever to get lost in the weeds. Many of us forget this while wading through the deluge of marketing/advertising tools that are constantly cropping up. Understanding and influencing these perceptions of the people who might buy your product or service has been at the core of marketing for as long as marketing has existed. We like to imagine that we are totally rationale beings, but the truth is that most of our decisions are actually based on emotions, and these emotions come from our perceptions of reality.

The perception of your business or even industry is the primary mechanism that drives potential customers to make decisions.