This has always been sound advice. Whether you were getting ready to jump off a cliff into the water or whether you are carefully considering the pros and cons of any decision before launching, it's always been considered wise to think things through before making any important decision.
The same is true of planning for new things at your camp or conference center. It's one thing to survey your users to make sure you are hitting your goals as far as customer satisfaction…how were the facilities? How was the food? Did you get your money's worth? etc.
But I'm talking about a different kind of surveying here. Before planning that next program or event, have you done the hard work of researching your clientele to understand what their needs are? Do you know what keeps them awake at night? Are you aware of the questions they are struggling with?
It's easy to fall into the trap of thinking that you know. Or thinking that this year will be just like last year and next year will be the same…just with a fresh coat of paint and a new catchy name. But until you really understand your customer you'll never be able to carefully target your programs and events to specifically meet her needs.
Remember, never assume that you know. And never fall into the trap of marketing to yourself. Although you may have some similar characteristics to those you are serving, you'll never have the BIG IDEA or make the great decisions about your programs and events until you get outside your own head and start listening to those you serve.
Look first. Take a careful and deep look into the research. What are the trends? How can you design programs and events to meet and even head off those trends. Then, and only then are your ready to take that big audacious leap.
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