Lets continue this series with a definition of what a marketing strategy is:
- A marketing strategy refers to a businesses overall goal for reaching prospective customers and turning them into customers of their products
Easy peasy right?
Well if you are new to setting up a tourism business you might be unclear as to:
- Your goals
- Knowing who your exact customers are
- How to turn prospective customers into actual customers
Lets break this down into easier steps:
Step one: Your Goals
In other words what is your overall goal for the next:
– 6 months,
– 1 year,
– 3-5 years,
You probably have many and they will relate back to your business plan, if you have one. If not thats ok, we can create them now. Make a number of goals, short term and long term.
The simplest form of goal setting could be to increase lasts years revenue by say 10%. How did you achieve last years revenue figure, do you know what markets you attracted and the % they make up of your overall total? You might decide to increase your ticket price and boom, you can hit this goal.
That is fine in the short term but you want to also have the goal of increasing your visitor numbers as combined with an increase in ticket price, that could mean your best year ever.
Step two: Knowing the customers you want to attract
Define your target market: Before developing any marketing strategy, it’s essential to identify and define your target audience. This includes understanding their demographic profile, travel behaviour, motivations, and preferences. Once you have a clear understanding of your target market, you can develop messaging and campaigns that resonate with them.
From the research we did in Part 1 – identifying and targeting your target customers – you should know the markets you attract. Start setting goals as to which market you want to increase. Which returns the most revenue, which costs less to serve, which would you proudly like to say you have increased? These are your goals.
Step 3: How to turn prospective customers into customers
Attracting your customer comes down to ensuring you are speaking to them in your content. This includes on your social media posts, on your website, in your blog, in conversations with tourism partners such as networking you do through events with tourism, partnering up with local accommodation providers or cafes.
An effective tourism marketing strategy should utilise multiple channels, including social media, email marketing, print advertising, and search engine optimization (SEO). Each channel should be tailored to your target audience and support your overall marketing goals.
To summarise: be clear in the market you want to attract, know who is your preferred segment, package your offer to appeal to them, create content on this package.
As with any strategy, you want to measure how it performs so you can evaluate at the end what worked, what did not work, how it performed against your goal and if you are to repeat it again. Refine it and adjust it if you are to repeat it.
Some strategies need to be given time to work. Meitheal for example is a once in the year event and can take repeated attendance to build up a relationship with the providers who attend.
You should also be tracking your website analytics, conversion rates, social media engagement, email campaign results and any ads you run in print or online (such as including a code the customer has to give that identifies your ad in a certain publication).
Goal: Increase revenue from ticket sales by 20% over the next year.
- Identify and target a specific customer segment: adventure seekers who are interested in outdoor activities.
- Develop a targeted advertising campaign focused on this segment. Utilise social media platforms such as Facebook and Instagram to run ads that highlight the unique features and benefits of the activity or attraction, such as stunning views, adrenaline-pumping experiences, or exclusive access.
- Create content that showcases the experience and engages potential customers. This could include short videos, photos, and blog posts that provide an inside look at the attraction and highlight the experiences of previous customers.
- Partner with local hotels and tour operators to offer package deals that include tickets to the attraction. This will increase visibility and attract customers who may not have otherwise considered the attraction.
- Utilise email marketing to communicate with previous customers and encourage repeat business. Offer exclusive discounts and promotions to incentivize customers to return and bring friends. If you have not started growing your email list, start it today using GDPR compliant methods.
- Use data analytics to track customer behavior and optimise the marketing campaign accordingly. Monitor which channels are driving the most ticket sales and adjust the marketing mix as needed to maximise ROI. Google analytics will show you where your referral traffic is coming from, engage with these sources and nurture relationships where possible. Your social channels will give insights into the content that is working. Also have in place for phone bookings where your customers are hearing about you.
As always get in touch for assistance or leave me a comment.