Category: Tourism Hospitality Convention

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Audience Tourism Hospitality Convention
Augmented Reality Check scaled
Augmented Reality Check scaled

We can appreciate that some tourism marketers are hesitant to fully embrace augmented reality. It has the power to change the industry as we know it. And while we don’t buy into the most seemingly farfetched fears that we might end up in a Matrix-like world in which humans experience their world from behind a computer screen, we understand the sentiment. Instead of resisting this change, we recommend embracing it. Like the advent of robotic service providers that can bring towels, store luggage, or prepare meals for guests (thus eliminating the need for some hospitality roles) – the future is unavoidable. Instead of fearing these changes and risking the obsolescence of your tourism destination, find ways to integrate these new technologies with your existing service model.

Augmented reality can complement not replace tourism marketing:

There are unlimited ways that augmented reality could enhance your guests’ tourism experience. AR can help new travelers decide what type of trip is best for them (Is flying really that terrifying? Is cruising for me? Will I prefer a safari or a ski trip?). It can help them vet destinations and hotel or restaurant choices. And it can tease entertainment options that might seem like a splurge (until you experience them that is). Notice, it’s called augmented reality not alternative reality. We’re pretty sure a cross-continental flight that provides an oh-so-convenience excuse not to check work emails is enough to draw tourists from even the most farflung reaches of the globe. And in a world that is increasingly “on,” experiences are a valuable currency that lets us unplug, recharge, and connect with the world around us. Augmented reality can simply help make the preparation around these experiences more convenience.

Similarly, augmented reality could help alleviate logistic difficulties certain tourism destinations face. Whether your target audience has a language barrier, navigation challenges, or spotty internet and cell service, augmented reality can help prepare tourists for their trip and give them tools to navigate or seek assistance while on the go. This might be especially valuable for the business traveler who doesn’t quite know how to spend her freetime or who is unsure how to get to her next on-site meeting.

Augmented reality is the next best thing to tourism marketing:

That said, for those individuals who simply can’t afford to travel or take a two week vacation, augmented reality can provide a unique paid outlet for tourism destinations to monetize virtual trips to their location. We know, that doesn’t sound all that glamorous; but it is a win-win situation for those individuals who could now take park in experiences that were previously out of reach and for industry providers who will benefit from this trend. In the same way that television hasn’t replaced books or radio, we believe that augmented reality does not need to replace tourism, but can become an extension or alternative. To extend this metaphors one step farther farther: even if we’ve read the book, sometimes the movie is just as enjoyable. A trip using AR doesn’t necessarily mean there won’t be a physical trip, but it could if you jus tweed the Cliff’s Notes version in a pinch.

Augmented reality can preserve and promote tourism marketing:

If you’ve ever visited South East Asia and climbed through the ancient ruins of Cambodia’s Angkor Wat, you might have wondered how long the tourism destination will continue to allow visitors access to nearly all parts of these incredible temples. Augmented reality gives us the tools to preserve historic landmarks that should be off limits to protect their beauty for generations to come. In the most fragile sections of the temple, tourism officials could offer an augmented reality exhibit of the relief sculptures rather than full tourist access. Paintings that are light or temperature sensitive could not be seen, dangerous caves could now be accessible, and so forth. The same is also true in war torn countries where tourism has become less popular due to local unrest. Countries such as Egypt, Turkey and even Israel could continue to promote and share their unique experiences in times when some travelers may be hesitant to visit. And we’d like to think that’s one small step closer to repairing our global community.

Reenergize local attractions with augmented reality:

Even if you aren’t an exotic tourism destination, experimenting with augmented reality sets your brand apart and will allow you to adapt to changes as they occur, while promoting local exploration and discovery. Encourage your regional community to learn about their homes in new and unique ways be drawing them through a historic neighborhood with augmented reality attractions. Make local educational sites more interesting, and promote local businesses by harnessing AR’s navigational tools. At even the smallest levels, AR apps and smartphone pairings can provide new business marketing tools to expose local gems that make your community unique.

We realize that some of these attractions aren’t quite here yet, but they are coming. Prepare now by priming your current multi-channel marketing strategy for the next phase of digital marketing and beyond. Contact us, we are here to help with any questions you may have about this so called, “augmented reality.”

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Campaign Creation & Development Creative & Production Tourism Hospitality Convention
Multi Channel Marketing 1200x600 c default
Multi Channel Marketing 1200x600 c default

The need for strategic, multi-channel marketing has never been more apparent than in the tourism and hospitality industries. Consider these two facts:

  • Two-thirds of both offline and online purchases begin on a mobile device. That is to say that the initial research or product discovery occurs on consumers’ smartphones or tablets.
  • 61% of purchases that start on a mobile device are completed on a different digital device such as a laptop.

When you also consider that the average vacation purchase cycle takes 30-days or more (usually overseen by the female head of household even if she isn’t the primary provider), that leaves a lot of room for your would-be customers to slip in and out of the purchase journey. Don’t let your customers’ natural switch between devices while conducting research, comparing options, and weighing the value of this large-scale purchase, all the while marching through this long-tail sales experience be a recipe for missed opportunities.

Leverage multi-channel marketing in the tourism industry:

Instead, use this reality as an opportunity to create a tailored, multi-channel marketing strategy that blurs lines between devices to enhance – rather than fracture – the shopping experience. According to Forbes, “the vast majority of media interactions are screen-based and so marketing strategies should no longer be viewed as ‘digital’ or ‘traditional’”. And we couldn’t agree more. People are constantly consuming media from their smartphones, computers, email inboxes, televisions, and radios. Trying to keep them separate or hoping to shepherd customers through one, sole channel is simply not realistic.

Tourism marketing hinges on our ability to translate the perceived value of a wholly emotional purchase, which is why it is especially important to reach your customers at exactly the right moments. Retargeting, campaigns that encourage device switching (such as a contest that draws customers from a television spot to your Facebook page), or carefully placed emails and banners can all make this task easier.

Invest smarter, not harder in tourism marketing:

Creating a strategy that touches the most likely places your customers will be starts with data. Most marketers can’t be everywhere at once, so it’s important to invest in the right channels at the right times so your messaging reaffirms your brand values and the unique experience your destination affords. Your local Orlando marketing agency can help with that. There’s no need to reinvent (or reinvest in) the wheel when agency partners like us have access to a wealth of market and behavioral research that can guide and direct these types of decisions.

Make decisions that maximize your reach without maxing out your marketing budget by observing your customers and competitors. Social media, in particular, is a great way to glean information about what your customers are interested in if you need quick insights. Also consider what your competitors are doing. If you want to take them on head-to-head, plan your budget accordingly. If not, think about where these same customers are congregating that they aren’t.

Multi-channel marketing allows you to succeed in a hyper-competitive world with blurred digital lines and fierce pricing strategy. And it’s much easier than you think. Click here to learn more about the types of creative services we offer and how we have helped our clients bridge their media needs with ease.

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Media & Analytics Media Analysis & Measurement Tourism Hospitality Convention Uncategorized
Marketing Secrets to Increase Customer Engagement 1200x600 c default
Marketing Secrets to Increase Customer Engagement 1200x600 c default

Having an amazing destination or an amazing hotel isn’t enough to keep today’s jet set consumers coming back to your property for their annual vacation anymore. There are simply too many other enticing options vying for their attention and disposable income. But as US unemployment rates drop to the lowest they’ve been in close to eight years and the average wages skip past historic highs, there will be more revenue to go around for everyone. The rise of picture-based social media such as Instagram, Pinterest, and Facebook have made it easier than ever for travelers to virtually explore new destinations, plan trips that fit their budget, and delve into new tourism options. As a result, the tourism and hospitality market is expanding – which is good news for you. To remain competitive, you simply need to remain relevant. Hospitality Marketing and engaging with new and existing customers online is an incredible way to pique their interest in your destination and help increase your reach to new audiences. The trick is: how?

Constantly seek new audiences to invigorate your hospitality marketing: 

Use social media to engage new audiences (not just those users who are already interested in your brand) and create a bridge between your tried-and-tested marketing campaigns with your point-of-sale experience. Blog posts, customer references, social listening, contests, and social influencers are all lynch pins when increasing your reach to new audiences. It’s especially important that all your channels complement each other so that no matter how new prospective customers discover your brand, they are receiving a seamless, on-point experience.

Measure everything:

Measure everything. We simply can’t say it enough. Before you generate or release any creative content, consider your goals and what you want success to look like. This will help you craft the appropriate call to action for each activity. With a bevy of data tools to choose from – from Twitter, Google and Facebook analytics, Klout, and HootSuite, to more robust platforms such as Adobe Analytics and Campaign Manager – you can track almost any output in the digital world. As certain channels and entry points prove valuable, you can begin investing more in those areas. This systematic measuring allows you to make decisions in a world where your customers expect you to be everywhere they are … even if you haven’t met them yet.

Intelligently invest in your hospitality marketing:

While returning guests are the bread and butter of any business, they should be part of your maintenance strategy – not necessarily your growth strategy. Methodically invest in high-impact marketing tools by testing new channels and entry points in a way that won’t expose your business to too much risk. For ideas on how to test new ideas that will break through the clutter and keep your marketing materials fresh and engaging without overexposing yourself, partner closely with a creative, multi-platform agency like our team of Orlando marketing experts. Click here to see how we have helped customers like you add new to their foundational marketing plans.  

Pay attention to new hospitality marketing trends:

In that vein, don’t be afraid to try new things. The hospitality industry is constantly changing, and your marketing techniques should reflect those changes. Social media is often a “safe space” to introduce new ideas, survey your audience regarding potential product or service enhancements, and gain customer insights about experimental ideas. The tourism industry, perhaps more so than any other, is constantly changing as new ideas and trends enter the market, so keep up.

Embracing new audiences, setting goals, investing in new techniques, and staying on top of emerging trends are all ways to keep your customer base engaged with your brand and eager to visit you again and again. Our team is here to help create a comprehensive marketing plan that allows you to do all of these things with ease. Give us a call today to find out how. 

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Influencer Marketing Media & Analytics Tourism Hospitality Convention
5 Reasons Why Twitter Is Not Obsolete for Tourism 1200x600 c default
5 Reasons Why Twitter Is Not Obsolete for Tourism 1200x600 c default

Despite finding it’s way into the presidential debate, onto national news, investigative reporting, and into our workplaces (come on, when’s the last time you went to a marketing conference without a Twitter hashtag?), Twitter sometimes gets a bad wrap. Twitter may not be the most lucrative social media platform in terms of the company’s own raw revenue, but it does have a unique, indelible place in our social media ecosystem. And this is especially true for tourism marketing experts. Here’s why.

Reason 1.  Twitter attracts tourism marketing experts:

Twitter often attracts specialists due to the conversational nature of the platform. Likeminded individuals and experts can easily find each other using a simple hashtag or searching by specific jargon. Unlike other social media platforms that require you to link accounts with someone before you can interact with them, Twitter encourages open connection and discussion. Top tastemakers and reviewers suddenly have real, human access to the most coveted chefs, destination authorities, and tourism officials. And potential travelers have a front row seat to the conversation (and can even get in on the action). If you are hoping to truly connect with influencers, Twitter is a great place to catch their attention by reaching out directly and engaging with them in conversations where they are already participating. This is especially valuable for new destinations and growing brands because, according to Social Media Today, customers are more than 44% more likely to discover a new tourism destination on Twitter than any other social media platform. It’s where you go if you want insider, in-the-know information.

Reason 2. Twitter aggregates many geo-location platforms:

Because Twitter links to almost every geo-based social media platform (think: FourSquare, Instagram, Facebook, Vine and more), it has become the great aggregator of location-centric marketing. It’s no surprise that tourism destinations such as Greece and Iceland are rising to the top of every trendy travel channel when Twitter is literally inundated with check-ins, geo-tagged photos, and live tweets from these destinations. You simply can’t ignore the slow influx of a certain trend when you see it all in one place. And the more your destination is seen, the more it will be top of mind when your customers are ready to book their next trip. But you don’t need to passively wait for your destination to become popular. Search for trends near your region or in your niche market that might help you differentiate your brand from the competition and run with it. A few years ago, for example, molecular gastronomy took the Riviera Maya by storm. Emerging hotel chains, such as Karisma Hotel’s Azul and El Dorado Resorts, jumped on the trend and began tweeting about their offerings to the excitement of many foodies and tourism experts. Today, they are known as the #gourmetinclusive all-inclusive alternative focusing on good food and inclusive service. What will your next hashtag be?

Reason 3. Communication is the king of tourism marketing:

At its heart, tourism marketing is a service industry. That means that providing good customer service when your destination is at its best – and worst – can literally make or break your brand image. Unlike email (with routine 12-24 hour wait times) and customer service hotlines (that always seem to be experiencing “unusually high call volumes”), Twitter presents an opportunity for near instantaneous communication and gratification. When a flight is delayed or your bags are lost and no one at the service desk seems to be able to help, Twitter becomes an outlet to vent frustrations. When you receive the best massage of your life and simply need to share a humble brag, Twitter becomes the perfect platform to let your follows know sp-ahhh time was awesome. Over 70% of customers who cite tweeting (both good and bad) say they felt better afterward. We believe this is because many companies monitor their Twitter accounts and are in practice of responding to customers. It’s a great service tool for one of the most critical service industries and should never be overlooked when building your customer outreach strategy.

Reason 4. You can let the tools do the work for you:

Some marketers are under the impression that Twitter requires a substantial amount of work because the livestream conversation never stops. This, however, could not be farther from the truth. Twitter is one of the easiest platforms to use when mining customer insights or scheduling content. There are countless social listening tools that tap directly into your Twitter feed, numerous analytics and reach measurement tools tracking your Tweet exposure, and even more scheduling and retweeting tools that allow you to wrap up your content in one neat package and have it sent into the internet at your allocated time. You can even retweet other peoples’ content if you don’t have time to generate your own. Twitter is an open source of information about your customers, your competitors, and your industry – and it’s often free to collect this information. The simple fact is that Twitter makes it easy for you to use and mine insights from the platform, so it would be silly not to take advantage of the opportunity.

Reason 5. Because your competitors have it:

Chances are, your competitors have Twitter accounts. And if they don’t, they should. There is no reason not to have a Twitter presence and most businesses understand that even if they don’t invest fervently in the platform. Thus, if you aren’t keeping pace with your competition, this is a missed opportunity. Naturally, if you are ahead of the curve and your competition hasn’t caught on yet, this is good news for you too. Twitter may not be your primary marketing focus, but posting and retweeting between 3-6 tweets a day (something that could take an hour or two of scheduling for the whole month if you know the types of content you want to expose), can have a real and meaningful impact.

No matter what your reasons are, we can’t think of many reasons why Twitter isn’t valuable for hospitality and tourism professionals. Tourism marketing has a unique opportunity to benefit from Twitter’s influential sphere and to keep your brand top of mind for potential customers. … And as we mentioned in our previous blog post about how to engage customers in new and meaningful ways , this is the key to success.  

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Consumer & Healthcare Creative & Production Digital Targeting Services Healthcare Media & Analytics Retail Tourism Hospitality Convention Website Development
photo 1417733403748 83bbc7c05140 1200x600 c default
photo 1417733403748 83bbc7c05140 1200x600 c default

Retargeting has been described as “turning window shoppers into buyers,” something that every business craves.
But this actually isn’t the best analogy – perhaps more of an overeager sales clerk who helps you in the store, then accompanies you to several other stores, all the while telling you what you’re missing out on.

You may call it a little creepy. The sales associate may call it being pleasantly persistent. Digital marketing experts call it a smart, effective method to encourage customers to learn about a product or business, and then be reminded about it later, and once again for good measure.

For those aren’t entirely sure what retargeting is, the short version is that it’s the ability for an advertiser to “follow” you when you visit their site, and have their ads appear on other pages you visit after you’ve departed. The frequency varies, but it explains why ads reappear for places you just visited on the Web or social media, even though the site you’re currently connected to may not have anything to do with that particular topic.

Far more than mere coincidence, (or in case you might have envisioned an advertiser with an unlimited budget who is keenly aware of the sites you visit), retargeting is a way to constantly remind customers about a particular business.

It also works: according to CMO, Adobe’s marketing blog, businesses typically see a 2 percent rate of people visiting and buying. But when retargeting is in place, all sorts of good things can happen, including a 400 percent increase in ad response, and 3 out of 5 buyers saying they notice ads on other sites. Those are impressive results.

Retargeting also isn’t terribly annoying – 25 percent of people surveyed had a positive or very positive reaction to seeing extra ads, compared to 19 percent who dislike them, and 57 percent who are neutral on the notion of retargeting.

For marketers considering adding the practice to your greater digital strategy, here’s what you should know:

How retargeting works

The mechanics of retargeting ads are pretty simple. On your home page or any inside page, you include a bit of invisible Javascript code at the footer. When visitors arrive at your site, your script will send a browser cookie to their phones or desktops. When they visit other pages in the future, the cookie will instruct the page to call and display your ad in one of the page’s available ad slots.

Retargeting requires working with a remarketing company, which usually is a member of common digital ad exchanges, and can help you craft your message. Social media channels like Facebook have their own process for targeting or retargeting, which can include ads on the right –hand column, or in your news feed.

When you establish your retargeting campaign, you’re able to configure how often your ad is displayed, be it every time visitors go to another page; or possibly, every fifth site they visit; when a certain keyword shows up (such as shoes). This also begs the question, “Does that style of ads end if the customer goes back to your site and buys something, or does it expire after a week or longer?”

AdRoll, a popular online provider, has confirmed that different subjects can require different timing when setting-up your unique campaigns. It recommends that people seeking travel info should be retargeted immediately, while those who are more interested in specific retail goods may not need to see these ads as frequently.

Some retargeting services allow you to get even more hands-on in your ad. ReTargeter, another option, said some people prefer self-serve campaigns, where they design all the aspects of their program, from the sizes of ads to where they appear. This may be better for your budget, however it may elicit more of a technical challenge than seeking a full-serve provider. The following include different types of retargeting, with varying strategies for various industries:

Health Care Retargeting

A Pew Research study stated that 72 percent of Internet users tried to find health info during the past year. To counter the sometimes “iffy” results on various sites, there are also a variety of useful resources that have a stake in providing searchers with adequate details, including community health providers, along with plenty of pharmaceutical companies who don’t want anyone to forget their product.

According to HealthCareCommunication, retargeting allows health info seekers to do their homework, while returning slightly more educated about a specific topic. For instance, an individual may visit a site for their local doctor or hospital to learn about a particular procedure, and then, in turn, visit other sites to explore the topic further. Following all of this research, seekers will be prepared to be return to their initial site, hopefully with more knowledge.

Providers are advised to include a call to action – ask people to do something – and not have a retargeting campaign last longer than 30 days.

Hospitality/Tourism Retargeting

We’re all familiar with the frugal traveler who goes out of his/her way to spend as little as possible when on the road. On the other hand, there are those who stimulate the local economy with plenty of purchases of food and lodging, car rentals, souvenirs, and other expenditures. Either way, much of a traveler’s research is performed online, especially when comparing prices and making reservations.

If you’re a travel business, Trooz, a travel marketing site, suggests that a retargeting service can help you partner with other related businesses, especially of the higher-priced variety. That way, if you represent an inexpensive B&B, you may still target customers who visit airfare or local travel sites. In addition, you might also consider a service that includes international visitors.

Restaurants, another part of the industry, also have the potential to reap benefits. Restaurantnews.com confirms that those who click on your ads will already be familiar with you and what you offer, resulting in a stronger lead, rather simply than trying to tell the world that your brand exists. Throw in a coupons or a deal, and position your company in an even more exciting manner to fellow restaurant fans.

Retail Retargeting

Here’s where retargeting/remarketing really is a winner. If an item catches a shoppper’s eye, but he/she say “better not,” retargeting gives brands a second, third, and even fourth chance to talk the potential buyer into their purchase. Since so much of shopping can be deemed an impulse buy, a merchant can retarget shoppers by frequency alone, with phrases such as, “Are you sure?”, or, “Are you still thinking about these snazzy boots?” In addition, retargeting can be used to highlight items in an online shopping cart that that a prospective purchaser may have abandoned. With a reminder that the items are still waiting to be purchased, it’s not as difficult to successfully complete the transaction.

Based on the popularity of retargeting, there’s plenty of potential to include it as component of your marketing plan. Some experts warn not to rely too much on this singular service at the expense of other marketing options, but it has the potential to help extend your reach and politely nudge your audience in a desired direction.

Still have questions about retargeting, and considering a potential partner to lend industry expertise to your campaign? Contact our team of digital marketing experts to help close more sales – and drive-up revenue – for your brand.

To check out more of our media planning strategies, visit our Media services page.

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Campaign Creation & Development Content Marketing Creative & Production Direct-To-Consumer DTC Marketing Entertainment Food & Beverage Photography Tourism Hospitality Convention
shutterstock 274687205 1200x600 c default
shutterstock 274687205 1200x600 c default

Social media, travel, and review sites can be a great testament to your business’s credibility, customer service, amenities, and experiences. The problem is, most people only write reviews when they’ve had a shockingly horrific experience, or were completely blown away by something. But how do you encourage the masses of happy, satisfied customers in between those two spectrums to write reviews? A great place to start is with a well-devised approach- be it in terms of marketing your restaurant, or promoting your hotel, resort, or tourist attraction.

The formula is simple. Whenever you make a request of your customer – whether it’s asking for an email address or seeking a review – you must be certain that you give them something of equal value in return. Simple campaigns that exchange real value for real reviews will bring your existing customers closer to your brand, while in turn, generating new reach within your target audience. Here, BIGEYE shares the following quick and easy recommendations – in case you were in need of a little added inspiration:

For restaurants and bars

If there’s one thing you need to know, it’s that locals are truly your best friends. Use this to your advantage by employing restaurant marketing strategies that encourage local reviews. Attract your seasonal audience by engaging restaurant review sites such as Yelp and OpenTable. Host “locals’ nights” and offer a free appetizer to anyone who writes a review. Invite reviewers to preview new menu items or cocktail variations on the house … in exchange for a review, of course. Chances are, your reviewers will want to come back for more … tell their friends … or maybe even spread the word to those random tourists they bumped into on the street.

While some restaurants and bars host trivia night. Take things to the next level with your approach to restaurant marketing by hosting your very own branded “social media night.” Tweet-ups, meet-ups, and other social gatherings are hugely popular. Get people in the door by offering discounts, free bites, or some form of entertainment. Plan these activities on your traditionally slower evenings to boost business you wouldn’t otherwise have  – and to encourage all your guests to review, post, and Instagram away. Possible prize offerings may be awarded for tweets and reviews, or simply let people generate their own buzz around your business.

For hotels and resorts

Offer customers a deep discount or give them one night free for a good review. Chances are, your guests will stay longer than one night, and will be so pleased with their “free” vacation they’ll be more inclined to make up the difference in food and beverage costs or on-site amenities. If you’re worried people will “game the system,” put straightforward terms and conditions around the offer to limit one freebie per household. (This will ensure that the reviewer was a visitor within the past six months.) You’ll get a great review  – and some extra business in the process.

Another option is to create a brand ambassador program. Use a point or discount system to reward guests for meaningful social media posts, photos, and reviews. This strategy may promote quantity over quality, so consider using an “application” process that asks potential brand ambassadors why they’d be a great fit, and what unique social media skills they bring to the table.

For tourist attractions

Most travel destinations boast a host of unique activities. You can’t miss swimming with the dolphins in Mexico. Wine tasting in France or Surfing lessons in California. And most of these activities are prime photo opportunities. But as you might have experienced for yourself, even the most seasoned selfie-taker has trouble capturing these moments from the perfect angle. At the end of each activity, guests begrudgingly head toward the photo stand, where professional photography of their adventure is on display. Sneakily, some guests may attempt to covertly snap a copy on their phone, while many visitors simply choose not to purchase these photos on principle. If you offer one digital copy in exchange for a review (which can be easily emailed after the review is verified), you are creating a currency your customers genuinely value. There’s no overhead cost to you, and consequently, plenty of opportunity for gain. 

Because most tourist attractions are one-off experiences that come with a premium price tag, providing discounts on future visits may not be the best strategy. Most often, this is due in part to the low volume of repeat customers. Instead, let your guests give the gift of their memories to others. Let them know that when they write a review, they have the opportunity to share a meaningful discount with a friend. This technique perpetuates your business and makes your customers feel good for reviewing you, while also sharing something with their friends and family. That’s what we call a win-win.

Did these strategies peak your interest when it comes to encouraging your valued customers to share more about their dynamic, memorable experience with your brand? To continue the conversation by uncovering additional opportunities to engage with your target audience, and develop repeat clientele through reviews, contact our team of advertising professionals today!

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Audience Audience Segmentation Tourism Hospitality Convention
4 Community Management Tips for Stellar Resort Marketing
4 Community Management Tips for Stellar Resort Marketing

For resort marketers, community management can present challenges unique to the industry. A high-end resort has different needs than, say, a massive chain of budget hotels, and as such it’s important to understand the “lay of the land” to reach the correct audience.

While there is no one right way to accomplish this feat, the team at our Florida advertising agency has learned some best practices over the years to increase the reach of your resort.

Here are a few tips to help get you started:

1. Know Your Target Audience

Is your resort a “lover’s paradise” or a “family getaway?” Knowing the types of people who would ideally want to stay at your property is the first step to honing your community management efforts, and in turn, ensuring that you’re reaching the right people. Think about this in terms of “pain and gain” – what are people lacking in their lives, and how can your resort help fill that void? Also, tap into what’s happening in the local landscape…I recently learned of a resort that changed some of its marketing practices once it realized that the area was a hotbed for people who enjoyed wind sports like kite boarding and parasailing.

2. Do a Social Media Listening Study

In an era when people so freely volunteer information about their lives, it’s a shame how many marketers fail to tap into this free information to help glean insights about their business. There are numerous tools available for social media listening, but even if you don’t have a big budget, you can look to tools such as Social Mention and Hootsuite to find out about brand sentiment and figure out what people are saying about your resort.[quote]If you think that simply setting Google alerts and paying attention to your retweets and Facebook comments is enough to learn about your audience, you might be surprised.[/quote] Many social media tools are equipped to uncover much more valuable information like audience demographics, plus these tools can reach lesser-used sites like Flickr and Digg.

3. Figure Out Who Your Influencers Are, and Reach Out to Them

If you’ve been a resort marketer for a while, you probably know that there’s no marketing tool as good as that of a happy visitor. Typically, when people have a great experience, they share it on social media and through word of mouth with friends. By identifying influencers, you can find ways to reach out to them, such as by retweeting their photos and engaging with them. Remember, an influencer doesn’t necessarily mean someone who has a lot of followers – a better influencer is an individual with their own ultra-engaged network. Figure out who your brand’s biggest influencers are using tools such as Klout and FollowerWonk. Make sure to follow them and engage with them on social channels.

4. Post Sharable Content

As a resort marketer, you’re in a lucky space because you have significant access to imagery that can help entice people to visit your resort. Sharing these visuals can help plant the seeds to help people make the decision to make a reservation at your property. The reality is that in this day and age, even if your potential customers aren’t necessarily following you on Facebook or Twitter, they will check your Facebook page before booking to gain greater insight —no one wants to pay a lot of money to stay at a subpar resort! Having a good webpage, a high number of positive TripAdvisor reviews, and tons of imagery on your social sites are some of the best ways to entice people to stay at your resort on an upcoming vacation.

Try these tips from our Orlando advertising agency, and get your “community” to book that vay-cay today! Contact us today for more helpful hints, and to schedule a consultation!

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Tourism Hospitality Convention
How to Keep Customers Coming Back to Your Resort
How to Keep Customers Coming Back to Your Resort

From the time we’re young, many of us can remember traveling to a resort with the family. Some of us went only as far as Disney, others went to the beaches of North Carolina or California, and some even traveled abroad, either on cruise ships or possibly the ever-popular overseas trip to Europe.
For many, this annual trek to a destination elicits memories and emotional appeal: everyone is having fun, they’re all happy, and they seem to let the real problems of the world slide away from them –  if only for a little while.

For many of us here at our Orlando ad agency, these vacations had us staying at the same resorts year after year. This was always because we had a great experience once, and the resort became a reminder of the memories brought about by a fun family vacation.

In an era where we’re clouded by so much distraction, it seems much harder to get people to fall into the patterns we call traditions. That’s why resort marketers must take note: the most important customer you have is the loyal one. Loyalty is earned; people may be able to get better deals or better views elsewhere, but they keep coming back to your business because they know the resort they’ve chosen will always offer an excellent experience.

Resort marketing is all about increasing the number of return visitors, and to do this, marketers should always remember to appeal to the emotions of their audience. Is the resort clientele typically young families? If yes, then it’s important to ensure the marketing emphasized the breadth of children’s activities, as Disney resorts do so well. Or, if the resort prides itself in romance, then advertising the benefits of the romantic getaway will inevitably lure couples to the destination. Showcasing these benefits through advertisers and email marketing will help people make the choice to return to the resort by leveraging their emotions to help them decide it’s time to get away from it all.

In order to ensure the visitor will return to a particular resort over choosing a competitor, it is imperative to make sure that person has a great experience, and that the stay was directly in line with the individual’s expectations. Cruise lines are great at this, offering unbeatable service and luxury in order to entice visitors to return for future cruises.[quote]Some people go on numerous cruises each year, all on the same cruise line they’ve come to love.[/quote]

Another great way resorts can ensure repeat visitors is by incentivizing their return. Offering discounts and upgrades through loyalty programs is a great way for resorts to continue to improve the experience with each visit. Additionally, by offering incentives to the customer, the customer is more likely to spread the word and invite others to join, which leads to more business for the resort as a whole.

Resorts that offer incentives for return visits are saying, in essence, “Thank you for choosing us.” That statement makes a bold declaration about the brand and leaves a lasting impression on customers. Therefore, our Florida advertising agency suggests resort marketers capitalize on loyalty by offering exclusive offers to previous visitors, as well as encouraging them to participate in loyalty programs for more rewards down the road. Because who doesn’t love it when they’re made to feel special?

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Let us help you design the tools to earn loyal resort customers! Contact us today and we will get started!

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Tourism Hospitality Convention
How to Create a Hospital Marketing Plan 1200x600 c default
How to Create a Hospital Marketing Plan 1200x600 c default

Marketing plan development is the most important step in executing a solid hospital marketing initiative. After receiving business objectives, the marketing team should create a plan to address the objectives. If the business objective is to increase market share by 2%, the marketing plan would include budget, initial measurement, research, campaign strategy, measureable campaign performance indicators, media schedule, creative strategy and projected outcomes.
Here are the elements of the plan in further detail:

Budget

[quote]In a landscape with limited resources, it is important to properly estimate the amount of funds to be designated to each project.[/quote] Underestimating the financial and resource cost may create problems or, in some cases, may jeopardize the initiative. When allocating resources, planners must remember to take into account aspects such as personnel, project costs, technological considerations (web hosting platforms, project management systems) and design and printing fees.

Performance Indicators

Choosing the correct performance indicators is contingent upon knowing what is important to the hospital or service line. If the goal is to increase awareness of a new medical unit, increasing the hospital’s email list is not necessarily the best performance indicator; better metrics may include the number of new customers acquired, or data measured by patient questionnaires. Delineating these as part of the marketing plan will help hospitals keep relevant data sets, which can be useful in evaluating campaign success in future marketing efforts or in budgeting.

Media Schedule

A media schedule will help a company keep track of assets, project launch dates, costs and hours worked. The media schedule should be careful to take into consideration both digital and print media schedules, as well as social media pages and the resources required to keep them up-to-date.

[featured]If you are a hospital marketer and need assistance in developing a marketing plan, contact us today, and let us help you to reach your business objectives![/featured]

Creative Strategy

The creative strategy needn’t encompass every piece of creative work expected throughout the course of the year; rather, it should focus on only the baseline message, assets and resources. The creative strategy should help copywriters and art directors see the bigger picture of the marketing plan and can help the creative team adhere to these guidelines throughout the year.

Projected Outcomes

Predictions help solidify goals. If, for example, performance indicators show that the campaign is coming up short of desired outcomes, this offers leeway for the team to amend the project, conduct a post-mortem and to determine the cause of the shortcomings. Over time, a collection of data can help the team to stay on course to help ensure growth and stability within the hospital.

Need more expert advice? Contact us to schedule a meeting with our team of healthcare marketing aficionados!

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Audience Consumer Insights Content Marketing Creative & Production Tourism Hospitality Convention
How Resort Marketers Can Turn Small Budgets Into Big Results 1200x600 c default
How Resort Marketers Can Turn Small Budgets Into Big Results 1200x600 c default

In the hospitality business, it’s sometimes necessary to slash budgets, and unfortunately, sometimes the people who suffer that the most are the people in the marketing department. Hotel and resort managers may be hesitant to invest money in projects unless they can see a clear return on investment, which is sometimes not easy to prove in the world of marketing, and in social media marketing in particular.

However, companies that are struggling with small marketing budgets should look at this as a competitive advantage. At the outset, it seems counterintuitive: with large budgets, shouldn’t the businesses be able to spend more money to get the things they need?

Smaller budgets push hospitality marketers to work more creatively. It allows them to focus more closely on one facet of marketing that is often overlooked by larger corporations: the people.

That’s right. Sometimes, hotel chains or mega resorts become so big that it seems as though they somehow forget about the community that got them there in the first place. By thinking small and using it as an advantage, these smaller businesses are able to facilitate more direct relationships with their customers, something that larger businesses try unsuccessfully to do all the time.

For tourism and resort marketers and others in the hospitality industry, here are a few tips from our Florida ad agency that will help guide your resort marketing efforts, even if you’re working on a shoestring budget.

1. Be Genuine

There’s something humbling about receiving an email from a mom and pop, independently owned businesses that take pride in offering visitors impeccable service. People in these types of businesses are there because they want to be there; unlike at some major chains where people are simply there because they need the job.[quote]By putting the emphasis on the relationship with the customer, the smaller shop has an advantage in that it can tailor its service to the needs of the individual.[/quote]

2. Use Social Media as a Way to Engage the Community

When dealing in social media, the only budgetary restriction is time. But, the platform itself is free, and by investing in a good social media manager, a company can reap the rewards of someone who is skilled at interacting with people, who is also a customer service master and a pro brand advocate.

Since some of the best marketers a brand can have are influencers within an engaged community, allocating some investment in social media can help the company grow its social media presence, thereby helping it stay connected to its audience. For resort marketers, this is especially valid, as your audience may be comprised of people from all over the world.

3. Show That You’re Reliable and Trustworthy

Another advantage that smaller resorts have over big chains is that they have a more intimate connection to their customers. Who hasn’t tried to contact a large hotel chain and ended up feeling like more of a robot than a human being? Resorts that offer a hands-on approach to marketing and customer service can prove they have their customers’ best interests at heart. And, at its core, real resort marketing is about being authentic, and going above and beyond customers’ expectations.

4. Keep It Simple

So, you don’t have it in your budget to run a big TV ad takeover or a massive billboard campaign. That doesn’t matter, because working with a smaller budget allows resort marketers to tailor their marketing efforts to the people who are most likely to offer a return on that investment. Rather than trying to copy the pros, try instead to simplify marketing efforts to see how members of the community react. Chances are, they will appreciate the attention to detail that goes into these types of marketing efforts, and will reward your business by thinking of your resort first when it comes to making travel plans.

In these days of high-tech services and constant distraction, sometimes people just want to make a connection with another human being. People are hungry for this social connection that seems to be lost in the digital age. For large businesses, that connection can seem impossible, but for smaller resorts, it seems like a natural way to allow employees and staff to be truly authentic in their communication and marketing efforts.

The team here at our Florida marketing agency can help your resort marketing team to grow the brand on any budget. For more ideas and suggestions as to how to establish authenticity in your brand, contact us for a consultation.