Are you missing a revenue-generating opportunity?
When you first start a business it’s relatively easy to promote it and attract attention: you’re offering some fresh and people are curious.
After a little while though things get a bit ‘samey’ and marketing is harder. Visitors get used to what you offer. There’s even a chance of becoming invisible or not keeping up with visitor trends.
There’s a solution. A solution that can generate interest and additional revenue.
Yet very few business owners do this.
Visitors are constantly looking for s…
Harnessing that Back to School feeling
New pens, notepad, clean desk. Good intentions. Freshly scrubbed face, newly cut hair.
Actually my hair isn't even properly brushed today. But the thought is there: that 'back to school' feeling is in the air.
Is there a way you can use this to strengthen your tourism business?
It's many years since I went to school and quite a few since my daughter was there, but I still get the back-to-school feeling. It's a good excuse for some new stationery, but it also galvanises me into action plannin…
Have they forgotten all about you?
We almost always book.
Rain can't ruin...
It’s raining. Again.
It might not be raining all the time, but the idea of a rainy summer can deter potential visitors. It dampens (sorry!) the spirits of those who do visit too, so referrals may be lower than usual.
What can you do?
Obviously you can’t stop the rain, but you can change perceptions.
Here are a couple of suggestions that work:
1. Don’t moan, especially on social media. Everyone knows the weather isn’t great. You don’t need to add to the misery
2. Don’t deny that it’s a litt…
Are you normal?
My mother recently pointed out something that I think is a little unkind. She commented that I keep saying that I've worked in tourism marketing for over 30 years but I'm old (according to her) and it's now nearly four decades. Nothing like telling someone they're older than they think!
But there is a good side. Or so I choose to believe.
Experience. Lots and lots of experience. I've helped and advised many different businesses - all in tourism, in many different areas and sectors and differe…
Positive trends for UK hospitality
This week I've been judging the VisitEngland Awards for Excellence (accommodation) and noticed some positive trends:
1. Good businesses really are memorable, with stand-out appeal: independents manage to do this well, and some chains are trying to find better ways to differentiate individual properties. Some businesses have made significant investments in their properties, but it's not just about cash - creativity and guest-focus really count.
2. Since last year's judging panel, it seems that…
Promote your business using the 'information gap'
If I say that I can tell you '3 easy ways to increase your profits', what's your response?
The cynical ones among you might think it's too good to be true, but most people are curious and want to know more. You might think that you pretty much know everything there is to running a successful tourism business, but a little part of your brain will still want to know more, just to double check.
This is 'information gap curiosity': the idea that most humans want to find out more when they think …
Social media ideas for Spring
It's the one thing everyone tells me they struggle with - ideas for social media posts.
What can you write about to keep people interested and engaged, and to encourage them to plan a visit to your business?
Here are a few ideas
Before we get started: instead of just scanning through these ideas, I suggest you get a pen and paper (it works much better if you can actively scribble, not just think or type) and jot down related thoughts as you read each topic. Let the list below spark more idea…
Information vs inspiration
Are you making an easy mistake in your marketing? Something that makes a big difference, but which is luckily easy to resolve?
I've written before about how sometimes we're just not saying what we think we're saying.
There's another common mistake we often make.
Information or inspiration?
A common error is to offer too much basic information, when people actually need inspiration.
The key is to think what your visitors need to know, and when.
Image you're vaguely thinking about a holi…
Use the right images to promote your business
We often say that a picture is worth a thousand words. We know that images and videos are now an essential part of promotional activity. But do we use the right photos?
Making some simple changes to the images you use can make your marketing much more powerful.
Using the right photos is part of persuading visitors that your business is good for them, relevant to their needs, that they will be welcome and are making the right decision. Visitors need 'evidence' and using the right photos is pa…