Welcome to Tourism eSchool!
It was great to join you at the Tasmania Tourism Industry Council Marketing Workshop!
We hope you got some great takeaways and you are inspired to get started (or ramp up!) your online marketing strategy! Below are the key insights & additional resources for you to read as it relates to Marketing Strategy and Low Cost Marketing Tactics.
If you would like to learn more about the topics covered, we’d love to help you through an eCourses which you are entitled to a 20% discount being a Tourism Industry Council Tasmania member.
The Smokin’ Hot Stats
In her presentation Rebecca referenced some statistics on online purchasing journey’s, smartphone usage & visual content marketing, so we thought we’d share the links to the authoritative sources with you below for your continued learning.
- Stat Counter Global Stats – Platform Comparison Use in Oceania Region Jan 2014 – Dec 2014
- Nielsons – Global Trust in Advertising Survey 2013
- Think with Google – The 2013 Traveller’s Road to Decision
- Think with Google – The 2014 Traveller’s Road to Decision
- Think with Google – Our Mobile Planet
- Wishpond – 10 Reasons Visual Content will Dominate in 2014
- Digital Sherpa – 25 Amazing Video Marketing Statistics
Key Takeaways from the Marketing Strategy Workshop
1. Identify your Ideal Customer/s
- Identify your Ideal Customer(s)
- Understand their buying predispositions, and emotional reasoning when it comes to purchasing your product.
- Identify key areas in your Ideal Customer’s ZMOT where you can get your brand in front of them!
- Ideal Customer Persona Profiling: The strategic approach to Tourism Marketing
- Google’s Zero Moment of Truth – Online Customer Purchasing Funnel
2. Identify What Makes You Unique
- It’s essential you communicate clearly to your Ideal Customers what makes your business desirable and unique so you both inform and persuade them to book with you.
- To identify this information, use customer feedback (what they love about you) and a competitor analysis (what makes you different to them) and also your personal stories of why you are in business to develop.
- Use the formula “Key Feature” means that “Key Benefits” to develop key messages, which are sharing benefits of your features as they relate to your Ideal Customers
- From there develop a short “Unique Selling Proposition” statement which you communicate consistently in all marketing communications.
3. Rock your Experience
- Providing your customers with an outstanding experience is the best marketing you can undertake for your business, as a happy customer is your most valuable, low-cost and trusted marketing advocate.
- Your customer’s overall experience is made up of many “moment of truths”. The more positive “moment of truths” the better the overall experience.
- Your website, actual product experience, staff, and wider regional experience all combine to your overall experience – make them all exceptional!
- Map your customers product journey from pre-arrival, arrival, experience and departure, and identify and fix any pain points.
- Pain points to watch out for include Pre-arrival communication, Signage, Check in/check out process, 24/7 contact, Usage instructions and Maintenance.
- Get Mobile or Get Left Behind
- How to create an engaging Tourism Website
- 5 Ways to Get a Negative TripAdvisor Review
4. Rock your Products
- How can you re-package and add value to your ideal customers, without costing more time and effort?
- A certain % of your ideal customers are willing to pay a premium to feel special, save time or have bragging rights.
- Also think about seasonal product offerings to lure your Ideal Customers in off-peak times.
5. Nail your Pricing & Distribution
- Your prices can be a marketing tactic to attract your Ideal Customers
- Aim to never compete on price, but compete on value
- Identify your Ideal Customers booking preferences
- Only invest in third-party partners if you have the inventory and the right products
- Make customer direct bookings a priority
Key Takeaways from Low Cost Marketing Tactics Workshop
1. Amplify Customer Love
- What your happy customers say about you is the most trusted form of advertising. Ensure you collect and amplify it!
- Specifically ask and/or enable customers to share before, during and after their experience with you.
- 3 steps to encourage social advocacy of your brand
- 5 ways to get a negative TripAdvisor review
- How to set up and manage your TripAdvisor listing
2. Focus on the New Advertising of Content Marketing
- Regularly create and share epic content (helps, inspires, tells stories) your ideal customers love
- Share it out on social, email and your website blog.
- Use photo and video editing software to make your content look amazing.
- Identify who can help you create your content.
- Three content themes that attract and convert your customers
- 6 free photo-editing tools to create amazing photos
- 4 social media video ideas for tourism brands
- 2 Steps to Better Social Media Photos on your Smartphone
- 5 Ways for Tourism Brands to Rock their Content Marketing
- Driving Tourism Visitation with Pinterest
3. Rock your Social Media Engagement
- Focus your efforts on social medias where you ideal customers hang out.
- Focus on sharing more of your most engaging content.
- Share content when customers are online. Make sure you are posting content natively and optimising for mobile viewing.
- Optimise your social profiles to encourage conversions.
- 3 Tourism Instagram Superstars
- The Art of Instagram with Tourism Australia
- 10 Gold Nuggets from SoMeTAU#14
4. Leverage Trusted Influencers
- Identify who is influencing your ideal customers online, and research if they are looking for content for brands such as yours.
- Research how you use hashtags to help share your digital influencers.
5. Nurture the Relationship on Email
- Set up for email marketing by researching email service providers
- Think about what incentive you can offer to encourage customers to join your email newsletter list.
- Ask customers to join your email list at every touch point, such as social media profiles, website and booking/e-commerce systems.
- Develop an online ecommunication strategy for sharing your epic content and sales messages to your different ideal customer segments.
- Email Marketing 101: 8 steps to get you started
- 4 steps to encourage your Facebook Fans to join your email list
6. Measure What Matters
- Focus on measurements that matter, how engaged customers are, how well your marketing is going at generating enquiries and sales and how much your customers love you.
- Use social platforms analytics to measure engagement of your content
- Use google analytics to measure engagement and conversions from social and email.
- Track what customers are saying about you online.
Have a question about what you have learnt?
If you have any questions regarding what you are or have learnt in our Workshops, then jump into our Linked In Group – Tourism eSchool’s Tourism Marketing Community, and we will be sure to assist!
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