Who will survive?
How are you feeling about the months ahead?
Normally the beginning of September fills me with enthusiasm and hope. It's a month of fresh starts, new pens, learning, and looking forward. This year feels different. I’m still full of plans and ideas, but there’s a lot of caution in the air.
Is it all doom and gloom? In this article I take a quick look at which businesses are most likely to survive the tricky times ahead
Tourism is a fluid industry: full of arrivals and departures of both visitor…
What one thing really matters?
Feeling a bit jaded by marketing? Got less energy but know you need to keep promoting and attracting more visitors?
Let's face it: life, running a business and marketing can be exhausting. There are some times when it all feels a bit too tiring, and it's hard to decide what to actually do.
In these times there's a simple thing you can do, that will really improve all your marketing, and give it fresh impetus.
It couldn't be simpler.
Just answer this question: what one thing do you want v…
Before you discount
When visitors aren't as plentiful as you'd like or all the economic forecasts are gloomy, it can be tempting to start discounting prices.
Stop! You might not need to. Here are a few things to think about before you discount any prices.
First of all, are you jumping to conclusions? If you’re panicking because you think things are going to be difficult, it might be worth looking at previous booking patterns to see if you often have glitches, and their causes.
Then, make sure you've done all th…
Simple example of a great call to action
Calls to action are an essential part of getting people to part with their cash.
They come in many forms, from a gentle reminder to follow you on social media or sign-up to your mailing list so you can start to nurture people until they're ready to become customers, to a more direct 'book now'.
Sometimes we make things more complicated than they need to be. I was reminded of this yesterday when a letter arrived: a genius example of simplicity hitting the mark.
The writer has my email addre…
What's the downside to your business?
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…
Marketing your tourism business in tricky times
Recent economic predictions have indicated we could be in for a rocky time. inflation increases, fuel price hikes and an uncertain economy mean that not everyone will want to think ahead and book a holiday or feel good about spending on a day trip. Combine this with the discounts available on overseas' holidays and iffy British weather and the domestic tourism industry isn't feeling as confident as a few months ago.
So, there may be tricky times ahead. What can you do about it?
First of all,…
Let your visitors do your marketing for you
Have you tried letting your visitors do your marketing for you?
The 'normal' ways to do this is through word of mouth recommendations. I'm suggesting going a step further with four different ways to encourage your visitors to help promote your business - without being pushy.
First of all, you can encourage word of mouth recommendations through social media, simply by suggesting people follow you or asking happy customers to post photos of their visit.
The second way is to think about offeri…
Single solution to many marketing problems
Do you ever feel like your potential guests and visitors are just 'not getting it'?
That maybe people just don't realise how good you are, that you have the most fantastic business?
Perhaps they keep asking the same questions over and over again, or miss the point on what you have to say?
Or maybe you're sometimes downhearted because you know you're offering a brilliant service or experience and yet you just don't seem to be able to charge the prices you'd like, or attract the visitors you want?
The 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…
Trendwatching: visitors will 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…