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. I do mean harnessing the power of their activity and piggybacking on the awareness they're able to create.
One way of doing this is to look at trends and what's happening in the wider world, and to create marketing around any emerging trends. Another option is to 'newsjack'. I think this latest term sounds a bit ominous so I still talk about piggyback marketing.
Here's how it can work.
Every day there are news stories that everyone notices, TV programmes that people talk about, attention-grabbing book launches. Newsjacking means taking a story or something that's getting a lot of interest, finding a connection to your business, and using it in your own marketing. Because people are already noticing that topic, they're more likely to connect with your story. So you're essentially able to benefit from their bigger promotional power and marketing budgets.
Finding a relevant news story isn't always easy so I like to use the same tactic but a different approach for tourism marketing: TV programmes, books and magazine articles.
Whether you want to use news stories, popular TV programmes (for example, a programme that highlights walks in your area) or other angles, the starting point is to find good angles and spot trends.
For an easy step-by-step guide to how to use piggyback marketing to save money and benefit your business, see the full article in the Tourism Network online community. It's free to join if you're not yet a member.
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