Marketing using someone else's budget

Piggyback marketing

When your marketing budget is limited, there's an easy way to add power to your promotions: piggyback. Piggyback marketing essentially means using someone else's marketing budget to benefit your business. 

Obviously I don't mean actually using their money, but rather harnessing the power of their activity and piggybacking on the awareness they're able to create. It's a bit like riding in the slipstream of a more powerful vehicle. 

Read on for some ideas for current trends you can easily piggyb…

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Small steps for a giant leap

small steps

There's a Japanese expression and approach that many Western business leaders have started to use: Kaizen*. I think it's also invaluable for small tourism business, especially those with tiny marketing budgets and no time.

The Kaizen approach is based on the idea that small continuous steps and tweaks build up to more substantial improvements over time.

Kaizen is good news for all of us for three reasons:

1
. Small steps are easier, especially when you don't have a lot of time;

2
. It costs practicall…

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10 Social media ideas to build followers and your business

10 social media posts

Do you sometimes struggle to think of good things to post on social media? It can be hard to try to find different ways of saying "Look at my business, come and visit!" without boring people or feeling like you're being too pushy (you're not!).

Here are some different types of social media posts you can use to promote your business, engage visitors and make your feed more interesting. Using a combination of these will help build engagement and followers. But don't forget to do numbers 6 and 10 …

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The power of micro-steps to achieve a bigger goal

Power of micro steps

Ever feel some things are just too big to deal with?

You know it’s important but it just feels too big to tackle? Sometimes it’s something like redecorating – you know it needs doing but can’t face all the upheaval. Or you’ve got a new phone and know it’s got all kinds of clever functions but there’s never a good time to learn what to do. Climate change is a whole other level of daunting. What can one person do that’s ever going to make any difference?

Whatever the daunting challenge you’re f…

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What's your talk trigger?

A - talk trigger

Would you like visitors to recommend your business? To write positive reviews about it? To really spread the word about what you do? 

If you do a good job, there's a strong chance people will tell others. They may even do so on social media, potentially informing hundreds or even thousands more people. 

But there's only a chance they'll do that. it's likely, but not guaranteed. 

What if you could increase the chance? To make it more likely that people will remember you and actively want to te…

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An easy way to impress

A - Easy way to impress

Many years ago we stayed at a hotel in Canada. It was off-peak and the large hotel wasn't full. Every evening for five nights the owner served us dinner. Every evening he introduced himself, asked where we were from (no other Brits in the hotel at the time), and explained the short menu and the buffet starter arrangements. Every evening. Not a flicker of recognition. Still the same spiel, despite us making it increasingly obvious that we'd heard it before. I don't remember much about that trip, …

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Is the price right?

A - more money

You can learn how to do social media. You can learn how to make your website better. You can learn how to take better photos. 

We talk about needing to get more direct bookings. We talk about needing more off-peak business. We talk about visitors, how we feel, what we're doing. 

But we don't talk about prices or making money. I've rarely seen anything that helps tourism and hospitality businesses think about the prices they charge, how to increase their profits, how to make more money, or even…

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The powerful lure of nostalgia in tourism marketing

A - nostalgia

Sometimes it pays to look backwards and think about the past, to use old ideas to create new opportunities and new markets. Nostalgia is a powerful motivator, and particularly effective in tourism marketing.

After the past difficult year it's perhaps not surprising that nostalgia has become so important. It's been found to help counteract loneliness and anxiety, conjuring up positive emotions. A glimpse of happy times from the past can help people cope with stressful times in the present.

Usin…

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