Ideas & knowhow

Mindset

Two steps forward, one back? or worse?

Two steps forward

Ever felt like you’re stuck in treacle and every time you try to move forward you either topple over, or bring the gloopy treacle with you?

I’m hearing a lot of business owners are feeling like that at the moment. Even the busy ones with lots of bookings.

There’s a huge amount of uncertainty at the moment. Economy, war, whether Covid will return…

If you feel like it’s one step forward, one step back don’t get overly frustrated. You’re practising steps and it will get better. Think of it less …

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Stop feeling stressed by social media marketing

Social media overwhelm

Social media is an essential part of tourism marketing. It’s free and can be incredibly effective.

It can also feel overwhelming and stressful. Here are a few ideas to help:

1. Create, then consume. Social media is useful when you use it to post, not just to scroll. So stop scrolling, think what you want to post, post it, and then if you have time, take a peak at the rest of your timeline. Being deliberate about how you use social media definitely helps.

2. Decide why you want to be on social…

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Learning from Sicilians about pride and passion

Sicily

Last week I went on a ‘Learning Journey’ trip to Sicily. Together with around 25 representatives of other tourism and food businesses from the UK, we were given an incredible opportunity to get an insight into food heritage and tourism on this surprisingly lush island.

We visited food producers, restaurants, hotels and had some really interesting discussions among ourselves. The idea of these Erasmus+ funded trips is that tourism professionals have an opportunity to gain new ideas and consider …

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What's the downside to your business?

Downside

I'd like to suggest something that is going to sound a bit bonkers. 

Trust me, it really can help you market your business more effectively.

Tell people about something that's bad about your business. 

Yes really. Declare a downside or a disadvantage. Don't hide it. Tell people about it. 

it doesn't have to be anything earth-shattering or something that will really put people off. Just something you're aware of. Perhaps an aspect that some people find a bit odd or off-putting. Or something t…

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The power of three

power of three

If you want people to remember something, put it in a list of three.

If you want to help someone make a choice, give three options.

If you want people to feel comfortable enough to book or visit you, use three things. 

(see what I did there?!)

Three is a powerful number - very useful in marketing

Our brains like to have choices, but not to feel overwhelmed. They also like to remember information in patterns and 3 is the smallest 'pattern' for brains to find.

We grow up thinking t…

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Pinterest predicts

Crystal ball

Do you know what your visitors will want in a couple of years' time? What their expectations will be? Have you got some ideas for how you might be able to adapt what you do to make your business more profitable? Or maybe just how to theme a room or create an activity to stimulate more demand? 

Tourism is full of trends. Over time it's possible to spot opportunities and to adapt products and services to appeal to changing markets. A little tweak to how you describe something could make a differe…

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Trendwatching: visitors will celebrate anything

Celebrate anything

Pre-Covid, celebrations were a major trend. There was a significant increase in visitors meeting up with friends and relatives for a celebration of some kind, often a big birthday or anniversary. Celebrations are a great market. They often take place outside the main season. One person invites others to come along, so you can attract new visitors, and people are generally in a good mood and ready to spend!

There's now even greater demand as people try to catch up on all the celebrations they mi…

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What you really mean when you say you don't have time to market your tourism business (and how to change it)

Time for marketing

People often tell me they're too busy to do any marketing. They just 'don't have time'. 

Is this really what they're saying?  Do we mean we don't have any time for any marketing or just certain aspects of it? Responding to bookings, sending emails, talking to visitors are all marketing activities but we don't always 'count' them because they're everyday business essentials.

For some people 'marketing' means anything that seems a bit more effortful - posting regularly on social media, writing b…

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Bob Marley and your marketing

Bob Marley

I'm not very musical but every now and then a song gets stuck in my head. For some reason I've got Bob Marley's words singing in my head: let's get together and feel all right. 

It really does feel like it's time for us all to work together. Tourism can be affected by so many different factors (Floods, Brexit, Coronavirus) which we can't control. We can however make everything feel better.

Community. Collaboration. Kindness. None of them cost anything, yet they have enormous power. Visitors lo…

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