2020 Marketing Challenge - Review & Refresh
I'm glad you are joining me for this year's marketing challenge. It will be short but effective, with just three emails - this one, the next on 17th January, and a final one on 22nd January.
Make sure you follow them in order and complete each task before moving on to the next one.
The idea behind Review and Refresh is to help you increase your revenue by thinking briefly about last year and then looking through your marketing to see how it can be improved this year.
This is the 'Review' bit, which it can be tempting to just answer in your head and then skip to the next task. DON'T! Everyone likes to look ahead but if you only do that, you're missing out on some important lessons along the way.
You may think you know the answers to some of these tasks already. Even if you do, write down all the answers by hand. Doing this will help you question yourself and be clearer about the answers - and then to put ideas into practice and make 2020 much better.
Answer the questions in Step 1 first before you move on to Step 2 - don't try to do both at once.
1. What went well in your business last year? What was your business high point? Remember, don't just think the answers, write them down!
2. Looking back over last year when were your best months, weeks, days, times of the day for business? When would you have valued some more business?
3. Was there a particular (or several) customer, guest, visitor you really liked? Not just because you liked them as people, but because they were good for business, easy to deal with, good level of spend, and you felt comfortable with them? It's OK if you didn't meet them in person but just dealt with them by phone/email. Write down what you remember about them.
4. Were there any words or phrases you noticed customers, guests, visitors using more than others? This could have been in reviews, in booking emails, on the phone or in person. For example, 'I'm exhausted'... 'dog-friendly'... 'something different'...'near the beach/town/something'... 'time with family'... Every business has a few of these phrases or specific words they hear/read a lot. Keep thinking!
5. What did you waste time on last year? What would you like to learn to do better? I'm particularly interested to hear your answer to this last question - I may be able to help.
Once you've answered the questions above as fully as you can, consider if you can do any of the following. Write down plans and ideas.
1. How can you repeat the good things? Is there a way you can capitalise on them, or make anything even better this year?
2. Looking at this year's calendar - mark in the times when you think you're likely to be busy and when you're likely to need more business, taking into consideration bank holidays and any other key dates for your business. You'll need this information for a later task.
3. Keep building the picture of your ideal customer, guest, visitor. Give them a name and continue describing them. Try to find a picture of someone like them. In future, you'll be able to use this to improve your marketing - I'll explain how, later.
4. Looking at the list of words and phrases, how can you adapt what you say on your website, social media, newsletters and other marketing to appeal to people who use those words? Words cost nothing and are one of the most powerful forms of marketing, yet many people ignore them.
5. What will you resolve to do less/more this year?
I'd love to read some of your answers. If you have had any particularly good insights/action points please do let me know. Equally, if you struggle with any of these please let me know and I'll see if I can help. I can't offer personalised advice to everyone but sometimes your feedback helps me to offer general advice to benefit more people (without ever mentioning you or giving away any personal info!). Please do email firstname.lastname@example.org
When you've finished these tasks, move on to the next ones here.
Quick tips for success
Write your notes by hand, not by typing on your laptop or phone. There's something about scribbling & doodling that makes you more open-minded and creative so your ideas will be better. Don't sit at your desk or normal work place to do the tasks. It really helps if you can sit in a different chair with a different view.
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All articles on this site are copyright Susan Briggs, The Tourism Network Ltd 2021
Email Susan Briggs
The Tourism Network Ltd, The Old Mill, Millgate, Masham, HG4 4EZ
Tel: 07768 365591