Easy Tourism & Destination Marketing Tips
Marketing can be quite a complicated process, with a multitude of discipline permutations to get people interested in, and purchase, your goods or services. Without marketing, you simply cannot sell, and there are distinct differences between marketing and sales. In today’s data-driven world, any digital marketing strategy needs to be continually evaluated and recalibrated to ensure its not only meeting business objectives, but also squarely and efficiently connecting with consumers in their environment. Truly effective marketing employs a number of disciplines in a perfectly balanced mix, driving customer value and business growth.
Ideation + Implementation = Results.
Tip # 1 – Succinctly describe your product or service
Describe to a potential audience what your product or service is and what benefit it brings. Sounds simple enough right?
What is so special about your product and service that would compel a consumer to buy from you? What benefits you have to offer? Explain your value and keep true to what you plan to deliver.
Tip # 2 – Research and completely understand your “sweet spot” audiences
Do the leg work, do the homework. The days of casting a wide net and wasting away advertising dollars are long gone. Use research tools, case studies, methodologies (anything you can get your hands on!) to gather valuable information about your consumer and market. Gather a sampling of potential customers and get their feedback through a focus group. Execute online surveys or interviews through a website or sending out an email blast. Next, take a look at your competitive set and establish targets for yourself on how to find the brand’s “white space” and break through the noise with your marketing efforts.
Tip # 3 – Adapt marketing “P’s” into “C’s” for today’s digital consumer.
Product, Price, Promotion, Place, Packaging, Positioning, People. These will always be the fundamentals but think about them in a different way. When looking at product and positioning, put your ideal Customer wants and needs first. When looking at your price, including all your Costs! (including the cost of acquiring a customer). When promoting and packaging, ensure Consistent messaging.
Tip # 4 – Craft the right message, share it on the right channels. Creativity and authenticity will distance you from the competition.
This is your opportunity to connect with your audience based on your common values, talk about things that you both care about, and show your product or service is a natural fit. Focus on tailoring creative content for your audience and outlet. What works well in social media, may not work in an email, for example. So, stay consistent on tone and message, but change things up to optimize your end-user experience.
Tip # 5 – Map out the Customer’s Journey (aligning your Content along the way)
There will always be merit in the old saying, “put yourself in the shoes of your customer.” No marketing effort can meet it’s potential without mapping out the customer’s experience around your product or service…from the time they first encounter or consider or your brand, until they make a purchase. By mapping out the journey you can pinpoint the different stages of interaction and engagement between your brand and consumer allowing you to build a better emotional connection and bridge any gaps.
Bonus TIP * – Connect Online and Offline Marketing Efforts
An omnichannel marketing strategy that connects online and offline touchpoints will, without a doubt, create a more consistent customer experience. Online and offline activities can no longer be seen as separate. Not only do they support each other they can cross-support other marketing channels and be a powerful part of your strategy for both B2B and B2C efforts.