In recent blog posts we covered three topics that, when considered together, provide the basis of a powerful tourism marketing strategy.
The first is the use of “big data” in marketing. Technically speaking, the term refers to data sets that are so large they are difficult to process. But in the world of marketing, the focus is more on the ever-growing variety of data that is available – everything from the places you visited today (thanks to apps like FourSquare) to how much exercise you got this week (from FitBits and similar devices).
The more you know about people, the more accurately you can target them. An ad campaign focused on, and delivered to, “German women between the ages of 35 and 50 who have two or more children and enjoy yoga and fine dining” is going to be far more effective than one that addresses “women who live outside the U.S.”
Time for tactics
The second post provided some insights on specific tourism marketing tactics. Knowing your audience was the first recommendation (there’s big data again!). Most cities or the tourism bureaus that support them can provide you with insightful statistics on the people who visit them. Country of origin, average spend during their stay, average length of stay, and average age are just some of the data points you can use to craft your strategy.
Reaching them quickly and effectively was our second tip. With an average stay being less than two weeks, be sure you are leading with a message that has emotional appeal based on their needs, and is presented through a medium they are frequently exposed to. Establishing “partnerships” (however loose or formal you like) with area businesses is another important tactic. Taking advantage of this synergy can be huge boost to your efforts. And finally, we stressed keeping it simple. Clear concise offers and calls to action (CTA) are important, as is optimizing your website for mobile for on-the-go tourists.
Do Digital Right
In this post, we touched on the importance of your social presence and your “digital footprint.” Tourism is a business that thrives on the social sharing of reviews and posting of pictures. Anything you can do to encourage that – creating reader-contributed content, sponsoring contests, providing giveaways – will help spark that sharing behavior. And here again, knowing the numbers on where tourists get their information, how they book their travel and accommodations, etc. must be the starting point for your strategy. Our post provided a number of helpful stats.
The success of tourism marketing relies on utilizing a well-conceived and well-executed strategy. Our team has a wealth of experience in helping clients reach their goals.
Reach out to one of our in-house strategists to discover how we can help you reach your tourism business goals!