1. Identify the ideal target market
The first step to developing a successful marketing campaign is identifying who the ideal target market is. Depending on the experience on offer, the customer will vary.
2. Attract new customers and develop loyalty
Once the ideal target market has been identified, a strategy to reach these potential customers must be developed. Because customer loyalty is key, a lot of time needs to be devoted to building brand awareness and creating ongoing, interconnected campaigns that both target previous guests, and attract new ones.
3. Understand the customer journey
In tourism, the ultimate end goal is the sale of an ‘experience’ – not a material object. This means that the customer journey to making a purchase is rather different and comes with its own set of challenges. Understanding this ‘journey’ that the customer takes before going through with a purchase is critical to a successful marketing campaign.
4. Stand out from competitors
As the tourism industry becomes more and more competitive, it’s important to make sure that your business stands out. Highlighting what is unique or different about the business is one of the best ways to achieve this. A really good marketing strategy is able to communicate these points effectively to the customers in a way that ‘speaks’ to them.
5. Hone in on the most effective tactics
Using research and analytical tools, a marketing strategy allows you to assess which resources are best helping to reach your audience, and then focus on those resources to ensure the best ROI possible. At the end of the day, having a good marketing strategy in place allows you to feel confident in knowing that all your business’s marketing needs are being carefully looked after.
Most of all, tourism marketing is more customer-centric than any other type of industry marketing. Tourists spend thousands of dollars to travel and have a good time. If businesses cannot meet those expectations, it could lead to a bad review that affects the buying decisions
of other potential customers. Tourism-related businesses often find it difficult to stay alive because it requires the ability to remain in tune with the ever-changing desires and needs of the customers. Tourism marketing is not about selling the tangible. It’s about telling a story that taps into an emotion and connects with your audience.
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