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A bird’s-eye view of tourism

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Massive marketing: A stall at the World Travel Market at the Cape Town International Convention Centre (PHOTO: Lulama Zenzile)
Massive marketing: A stall at the World Travel Market at the Cape Town International Convention Centre (PHOTO: Lulama Zenzile)

A huge amount of marketing money is wasted on one-off impulse advertising.

For the best results, you need to “lift off” and get a bird’s-eye view of the elements in your domestic market, and how they are all intertwined and dependent on each other.

If you see only a small part of the picture, you may make the wrong decisions about your strategy. On the ground, all you might see is a steep climb into the blazing sun.

But when you get the bird’s view, you might see a beautiful shady spot where you can thrive next to a river of opportunity.

Step 1

List the desires, habits and booking methods of each of your local market segments. It may sound like a mission, but it is going to make your efforts so much more effective and profitable. Have you done a character scripting for each segment?

Step 2

List the media that your segments consume, with a prioritisation of the more targeted options if they have specific interests. Remember that websites are also a medium.

Step 3

Set up a mechanism to gather the contact details of guests and prospects. This will enable you to develop an ongoing relationship that will enhance customer loyalty, and it is low in cost.

Step 4

Find out if your local tourism office (LTo) has a campaign targeting your domestic marketing segments, and get involved. This is by far the most effective advertising option. Make sure you are well represented on the LTo website and in their offices.

Host their staff for an experience. Design an effective brochure that will stand out on their shelves.

Find a way of being visible outside the LTo at times when they are closed.

Step 5

Make capacity available to organisations structuring media events and competitions. This is a great form of promotion and is low cost. Remember to include travel-blog writers.

Step 6

Ensure that you invest sufficiently in a quality website that is linked to social media.

Step 7

Assemble a collection of complementary experiences in your destination that you can partner with. These experiences should target the same segments as you, be branded as part of a destination package and have a joint marketing commitment. Make sure they are reliable and committed to their clients and the partnership.

Step 8

Set up a “when-full” referral network recommending top products in your category, and remember to say thanks when you get business from them. If you are a non-accommodation experience, secure referrals from front-desk staff. Don’t just drop off brochures; develop relationships.

Step 9

Consider package themes to appeal to your target segments during the year. This allows you to present your experience in different ways and refresh it regularly. These could include activity themes, event-linked themes, length-of-stay themes, seasonal themes, added-value themes and lifestyle-linked themes. Have a look at what major chains and travel agents are doing to get ideas on how to create a package.

Step 10

Ensure that you are bookable online and at other points your customers use for their booking activities. Consider NightsBridge and ActivityBridge as good starting points.

Step 11

Register with TripAdvisor and other high-profile sites. Then be proactive in encouraging excellent reviews from clients.

Step 12

Consider your promotional mix. Look at the channels your customers use and choose a few for the different stages in the buying process – these being awareness, desire and action. Advertising is an important element of brand building. Even if you just go for cooperative ads, make a commitment. Always try to link PR to your advertising schedule. Supply articles that are suited to the medium you are advertising in and ensure that you also supply high-quality images. A competition in the publication is always a winner and will help to establish a one-on-one relationship with customers.

Step 13

Get a proactive, stand-alone PR campaign going. Get to know the likes of the top media in your markets and let them have newsworthy press releases about your product, your destination and topical subjects in the industry.

Step 14

Consider attending consumer shows that reach your target markets. In my business, I attend shows cooperatively under the destination brand. The range of experiences is as important as your product.

Step 15

Start a campaign of direct mail communication. Make sure it is relevant and useful.

Step 16

Ensure you have good video and photos available. Assign a staff member to get these to the market through social media and any sites your market might use for research.

Step 17

If you have enough capacity, target travel agents and group organisers. You will have to pay commissions, but the numbers will make this worthwhile. Be open-minded to innovative campaigns by them, as these agents are at the cutting edge of trends and customer responses.

Step 18

Check your customer touch points and create delight at every point.

Step 19

Regularly check your opposition for innovative ideas.

Step 20

Don’t be greedy. Give value, and the money will follow.

* This is an edited extract from The Tourism Coach by Shaun van Eck, published by Tafelberg, an imprint of NB Publishers, recommended retail price R210.

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