Published on : Wednesday, June 5, 2019
June is not only the season to add special touches to your marketing but also to use your security programme as a marketing device. To help you add some extra selling ability to your marketing programme and to combine it with your security programme, here are some ideas to consider:
Setting realistic goals is essential for good marketing. Try to determine what your goals are for increased occupancy, trade shows, and networking. Set specific goals, such as: this year we will increase our overall occupancy rate by a specific per cent, get media coverage on X number of new programmes, or develop good contacts with Y number of people.
Try to obtain as much information about who will be at a trade show prior its opening. What are the attendees seeking? What will it take to inspire them to come to your community or attraction?
The more feedback you have from your guests, the better you are able to serve them. However, do not base this year’s promotions solely on last year’s data. Develop new ideas, seek out trends, factor in changes in the economy or climatic conditions.
Both at trade shows and at CVBs and attractions, too many people in our industry are more interested in each other than in our guests. It is not easy to get a client/guest to talk to you, do not turn that person off by making him/her wait. Never interrupt a personal conversation with a telephone call.
Too often our marketing efforts are filled with half-truths. You may deceive someone once, but in the end every deception will come back to haunt you. Marketing is putting our best foot forward, it is never telling a non-truth.
When travelling to other places, stay in a hotel that is not in your community, visit other place’s attractions, go to trade shows to learn who else is out there and take the time to chat with people.
To be a successful industry you have to have a product to sell and people have to feel safe. In fact, no matter how good your marketing might be, without safety and security it may be money that is poorly spent. Before the onset of the summer consider the following security ideas.
Most tourism professionals know little about the ins and outs of risk management. Consult with people who are experts before the high season takes place, during the busy period have these same experts assess your risk programme, and then after the season has concluded, review your errors and what you did well.
Assessment studies are to tourism what medical check-ups are to people. Every locale needs to have a full assessment study to determine both tourism strengths and weaknesses and to build a better industry and to avoid future problems.