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Audience Audience Segmentation Tourism Hospitality Convention

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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Audience Audience Segmentation

Parents are always looking for ways to save money. If you have kids of your own, you know just how expensive it can be to feed, clothe and entertain an 8-year-old ball of energy. In fact, Parenting Magazine says the average child costs about $15,000 a year (and that doesn’t even include extras like private school tuition or ski lessons.) And, as a marketer, it’s important to consider these variable costs when you’re trying to reach their parents. Parents have to think ahead to be able to save for college tuition, for rainy day activities and for unexpected circumstances.

This is why most parents, like myself, will find themselves attracted to things that will save them money. Wholesalers like Costo and Sam’s Club do extremely well with their model of selling bulk goods at wholesale prices because people just can’t pass up a good bargain. You can buy a month’s worth of paper towels for a family of five in a single trip to Costco, and pay far less than you would for it had you gone to a local drugstore.

[quote]Check out BIGEYE’s successful mom marketing strategies that brought The Daily Mom App to the Top 25 Downloads Position on iTunes. [/quote]

In marketing to parents, it’s important to consider their needs and think about the things that really affect their lives. The good news is that parents always need ways to entertain their children. They also desire to provide fun and interesting educational experiences to children, ways to give them new ways to think about the world and nurture their interests. And, when there’s a deal tied to a way to do that, it often sets forth a psychological signal that encourages the parents to buy.

Even when the deal isn’t necessarily that much better than the actual price, sometimes just seeing that you can get a free soft drink with a purchase inspires you to go for the deal. This is why the coupon special at Chuck-E-Cheese can get people through the door and, in many cases, cause them to spend even more than they would have if they had gone there without a coupon. Something about the terms “20% off” or “Buy One Get One” send a signal that the parent is getting more bang for his buck, even if it’s a product the parent wasn’t planning to purchase in the first place. (Of course, if you do experiment with coupons, be sure to integrate testing mechanisms to see which types of deals perform better with your customers.)

Psychologists know that material things will only last so long, but that the experiences that parents can give their children can stay with them for their lives. But often it becomes a financial issue, or at least a perceived one, that they can’t afford a vacation they wanted to take or go to an Orlando Magic game. Of course, in attaching a deal to that, it suddenly makes the excursion appear to be more affordable.

If you need more ideas to help connect with parents using a deal marketing approach, contact the team at our Florida advertising agency, and we’ll give you the information you need to offer great strategies to reach parents that are cost-effective to both you and the parents you aim to reach.

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Audience Audience Analysis Audience Segmentation Content Marketing Creative & Production

At our Orlando marketing agency, we believe that in building your business, it’s becoming increasingly important to try to build a community around what you do. Building a community fosters engagement both online and offline, encouraging people to share their thoughts and opinions and to make their voices heard. One of the best ways to cultivate a community of people is through an event based strategy. Most of the strongest communities I’ve seen are those in private clubs and membership organizations and are hugely events-based, hosting more than 300 events a year in order to help keep their members and communities happy while simultaneously helping them grow their networks. But even if you’re not a fancy private club or a networking group, you can still take advantage of the sense of belonging that an events-based community strategy offers to your customers.

Since the era of social media, the term “community”seems to have taken on a life of its own. To older people who aren’t actively using social media on a regular basis, “community”is synonymous with “social media,”which in reality is only partially true. A community manager’s job is to engage the community, and while social media may be part of that, so is blogging, email marketing and, of course, event marketing.

In order to run an effective event-based community strategy, it’s essential to know what your community wants. Do this by requesting information via survey data, with specific questions about what you think they might enjoy. Wine stores might benefit from tasting events and private wine classes for VIP customers, while luxury hospitality businesses might want to woo their customers with formal dining events and open bar cocktail parties sponsored by popular liquor brands. Depending on your business, it’s important to know the time of day people are interested in attending (breakfast, lunch, happy hour, evening or all-day events) and which day of the week they prefer (for instance, people who have 9-5 jobs and small kids may prefer family-friendly weekend events to after-work events). Responding to their needs also shows that you truly understand your target audience, which is extremely important for any business.

Oftentimes, businesses that are faring pretty well have no desire to explore other ways to generate more business, particularly because they don’t realize how much more money they can generate by doing so.[quote]The good thing is that businesses of any size can hold events for nearly any budget.[/quote] If you have a space and a reason for people to gather, the potential is there…and things like appetizers and beverages can only sweeten the deal. If you’re using the information from the survey data and you’ve been careful to find out the types of events interest your group, then you should have no problem identifying potential guest speakers or planning leisure activities that can also help facilitate community involvement around your business or brand.

The problem for many people is that events aren’t always direct revenue drivers. Take, for example, a lawn care company that hosts a free wine and cheese client appreciation event. This may cost several hundred dollars in securing a location, providing food and beverage, and lost work hours in planning the event. It may be even more if you plan to create signage or need to purchase nametags and other supplies. But, if that small event encourages your clients to share their experiences with their friends and colleagues, and one of those referrals turns into a new client for the business, then it was well worth the time.

Events are great because they can build online and impersonal interactions into more genuine connections. From a business perspective, this makes good sense because the more people are engaged with your community, they more likely they are to hang around. We’d love to help you connect with your audience at-large – contact us to determine how we can help craft your engaging event based strategy!

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Audience Audience Analysis Audience Segmentation Digital Targeting Services Media & Analytics

For most companies, your audience is the heart of your brand. When they’re satisfied, it means that the brand has lived up to its promise. People who love their favorite brands can be some of the best marketing resources you have…and you don’t even have to pay them! When your audience is so impressed with your product or service that they’re sharing it with others, you’ve hit the sweet spot in the market —a figurative bulls eye comprised of finding your target audience and filling their need.
But for some companies, the tricky part isn’t necessarily the audience itself; the tricky part is the challenges that present themselves when trying to find the right audience. Your new luxury hotel isn’t going to do so well if you focus all your marketing towards people who don’t travel, and your sports industry business isn’t going to fare well if you spend all your ad dollars trying to reach people who aren’t interested in sports. Seems pretty obvious, right? Unfortunately, it’s not always so straightforward.

Take, for example, a business that sells customized staircases to high-end clientele. This is a very niche need, so rather than trying to build awareness with everyone, you’d need to focus your efforts on a group of people with that specific need. You might have a low conversion rate, but even a single conversion leads to an extremely high-value transaction, the goal is to focus on reaching quality potential customers, as opposed to just reaching a high quantity of people.

So, how do we go about finding your business’s target audience? Here are a few ideas from our Orlando marketing agency.

 1. Market research reports: These days, market research is available all over the web. Some of it you may have to pay for, but it’s usually a wise investment – market researchers from companies like Forrester and Nielsen have already done the hard work for you, so it’s cheaper than spending your own business dollars to try to glean insights into customer behavior. [quote]There are market research reports on almost every topic under the sun: from organic eating habits to people’s growing use of mobile technology.[/quote] Look to these reports to help you understand the consumer landscape.

2. Census data: We often think of the census as that thing the government does every 10 years. However, the U.S. Census website has a ton of interesting demographic information that can be extremely useful in targeting people based on geographical needs. Use this in tandem with other research for best results.

3. Survey data: Companies like SurveryMonkey and Qualtrics are useful for gaining statistical insight into peoples’ activities. Use this information to formulate hypotheses about your target audience, which you can then supplement with research data and test through your communications and marketing strategies.

 4. Qualitative data: While often more expensive than the other forms of research listed here, this is one of the best ways to gain insights about your target audience. This is because it frees people to give open-ended responses, giving the person conducting the interview or focus group more opportunities to gain insights beyond a simple yes or no response, as is typically the case with survey data.

 5. Online listening: Looking at brand mentions on online platforms can help figure out who influences your brand. By reviewing those peoples’ demographics and their own audiences, you can find out more about them and how they interact with your brand or business. There are a host of online listening tools available, but some favorites here at our Orlando advertising agency are Brandwatch, Radian6 and SDI Social Intelligence.

The team at our Orlando marketing agency will be happy to field any questions you may have! We want to help make sure your marketing efforts are 100% on target. Contact us today to determine how we can help!

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Audience Audience Analysis Audience Segmentation Consumer Insights

It’s a movie cliche we’ve seen a million times: a woman goes to purchase a car, but gets swindled by a sleazy salesman because she supposedly doesn’t know her way around a car. Regardless of whether this was ever an accurate depiction of women’s role in the automobile purchasing process, this is certainly not the case today. To draw on another cliche: the times, they are a-changin’! So, automobile marketers need to embrace mom marketing.
A new report from Cars.com shows that 73% of moms consider themselves to be the sole decision-maker in the vehicle shopping process. And, it makes sense — after all, if you’re going to have to haul Sammy and Stella from soccer practice to swim team to ukulele lessons, then it’s important to make sure you’re able to do it safely and comfortably.

In the era of smartphones, tablets and lightweight laptops, it’s easy to research a car from anywhere with an Internet connection. And, granted that I can spend close to an hour trying to find a good restaurant on Yelp, I can also spend far more time trying to find the right vehicle to meet my needs.

However, the team at our Orlando ad agency has noticed that when you see TV ads for new cars, they’re nearly always marketed toward men. But if moms have so much influence on the car purchasing process, doesn’t it make sense to try to court them through marketing, too?

In viewing a compilation of Superbowl car commercials, I noticed that not one of them featured a female driver. Whether this is more of a response to the automobile marketing landscape or simply just the Superbowl demographic, it still seems strange. After all, of the 111.5 million people who watched the Superbowl, 50 million were female.

Yet for some reason, these car companies don’t seem to care as much about attracting moms. It’s interesting because moms tend to have a lot of say in most major purchases across the spectrum – we’re not just talking about cleaning supplies these days. The purchasing power of millennial moms is estimated at $170 billion. And, if moms are making the car-buying decisions, then why are these companies trying so hard to sell to dad?

Car companies that decide to market to women would have an upper hand in trying to lure their business, since as it stands right now, there is so little competition in that space. And, we’re not talking about trying to sell women on light pink minivans with extra compartments to keep makeup. Women need cars to be useful and practical.

Moms tend to be more concerned with safety and durability, and with all the new safety features the car companies are introducing these days, there’s no reason they shouldn’t think about moms in the marketing process. They also care about gas mileage because lugging children around can put a lot of miles on a car. Focusing on these benefits is a terrific start in helping reach the mom market.

[quote]Women make up more than half of the world’s population, and drive at least half the cars on the road.[/quote]Car companies are already installing the features that make moms happy. As such, the team at our Orlando marketing agency thinks these companies should spend more of their dollars trying to reach moms, who more than ever, are in the driver’s seat in making automobile purchasing decisions.

Contact our team of mom marketing experts today to uncover ways to reach this powerful target audience!

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Audience Consumer Insights

Imagine that I owned a store next to your office, where you would occasionally drop in to buy candy. Imagine I were to tell you that you could buy some candy today for full price, but that you could come back tomorrow and all the candy would be 75% off, chances are you’d wait until the next day to buy that candy (unless you were seriously craving some Hershey’s Kisses!). After all, you can save a lot of money that way, so it seems like the rational thing to do.
However, the entire story changes when the dates matter. Imagine I told you that candy would be cheap tomorrow, February 15, because it’s the day after Valentine’s Day. If you were standing in the store on February 14 because you hadn’t already gotten your partner a gift, you’d gladly pay full price.

While it seems technically irrational, it’s a matter of understanding the emotional needs of a consumer. A person isn’t necessarily always driven by the lowest price —there are so many competing factors that brand managers need to take into consideration when they try to comprehending consumer behavior.

Luxury brand managers are able to do this with expert finesse. People will often irrationally spend money on impractical items simply because of the prestige that comes with owning such a product. Think of a wedding ring. People are willing to pay so much for diamonds because of the symbolic representation of what a big, beautiful ring implies.

Of course, that doesn’t mean that you have to be a luxury brand to be able to capitalize on human emotions. People purchase Nike shoes because they feel inspired by the brand, the brand’s image, and the brand’s commitment to improving individuals through athleticism. Or, a person may choose Coke over Pepsi because of the element of nostalgia that comes with purchasing a Coke.

[quote]The good news is that by tapping into consumer behaviors, you can also learn to influence their purchasing habits.[/quote]The team at our Florida marketing agency sees this as the entire rationale behind marketing —how can we convince people to spend their dollars with us? The best way to know where to start is to explore differentiation, which means creating and defining a distinguishing characteristic about your business and highlighting it.

Brands with a defined point of view tend to see more success than competitors. Think about any brand you love and think about why you choose it over alternatives: it might be that it’s cheaper, it tastes better, it’s more convenient, or it simply looks more interesting. Emphasizing what sets your business apart from others is the best starting point to build a bigger strategy for your brand.

From there, you can design marketing campaigns around that distinguishing feature. Taking into account these human emotional behaviors, you can create a campaign that’s aspirational, inspirational or just funny —these are all types of things that might encourage a person to use your item or service over a lower-priced competitor.

For more information as to how you can use customer insights to create a marketing strategy, contact our Florida ad agency for a consultation.

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Audience Campaign Creation & Development Content Marketing Creative & Production Market Intelligence

If you’ve been working in marketing for a while, you probably understand the importance of testing, at least on a theoretical level. When it comes to all things digital, website testing can help you optimize all your processes. But in the real world, when is there ever time to test? Unfortunately, failing to test means you’re relying on blind chance that your marketing plan will work. By failing to take the time to test your strategy in order to improve it, you could be costing your company tons of time and resources.

At our Orlando marketing agency, we believe testing is one of the most important aspects of marketing, yet I see many marketers that allocate only a fraction of their budgeted resources to testing. If you’re not testing your marketing strategies, then you are missing out on chances to greatly optimize and improve your marketing and advertising activities.

If you haven’t already, I implore you to sign your business up for Google Analytics. It is incredibly easy to sign up for Google Analytics, and companies that have not already implemented this data are at a disadvantage in understanding their audiences, user activities and the effectiveness of their marketing strategy. Then, start changing things on your websites to see if you can notice improvements. Does simply changing the verbiage of a call to action increase your site’s conversion rate? You’ll never know unless you test!

Engagement metrics such as pages-per-visit, time on page and micro-conversions are great for measuring your whether people are investing their time and energy into your content strategy. Setting up goals is a great way to help track what you’re doing. This can be an email metric, an actual financial conversion or filling out a lead form. And, if you aren’t seeing results, then try making minor adjustments to the site content to see what helps.[quote]Sometimes something as simple as changing the color of a call to action button on a landing page can help to increase clicks.[/quote]

Facebook also shares data about the demographics of your users, and by pulling out the demographic data from Facebook it becomes easier to design a comprehensive content strategy. Sharing metrics can also help gage the effectiveness of individual pieces of content. Compare something humorous to something simply informative. Do you see a difference in response? If so, then perhaps you’re learning that your readers’tastes, and knowing what resonates with your audience can help improve your conversions over time.

You can also help boost the reach of your content by investing in your content marketing. Promoted tweets and sponsored stories are great ways to amplify your efforts. Extremely focused keywords can be very cheap, leading to a very cheep per-visit rate. These stories should be interesting, rather than self-promotional. As much as possible, it should seem thoughtful and organic. Test these by trying variations of different posts, and see which ones maximize results. Most platforms that offer promoted options also offer analytics to help review the effectiveness of your paid media.

In testing the effectiveness of your marketing, marketers should also plan to invest in A/B testing. A/B testing involves replicating the exact same test, with a single variable that looks different to different audiences. Ideally, it works best to try only one variable at a time, but we know that in the fast-paced world of marketing, that’s not always possible. Still, any insights you glean from A/B testing can help validate ideas about how your audience reacts to different messaging and imagery. One of the easiest places to start A/B testing is with email marketing. MailChimp.com and ConstantContact.com both make A/B testing easy.

Failure to test can cost companies thousands of dollars per year. By making sure you content is optimized for your audience, you can persuade even more people to use your product or invest in your service. At our averting agency in Orlando, we believe that if you want to be the best, you have to test! The resources it takes to test early on can help save your company money in the long-term.

BIGEYE offers a plethora of website testing services including website conversion optimization where we can help you to establish goals, launch A/B testing, deliver monthly reporting and analysis and more. Contact us today to get started!

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Audience Audience Analysis Branding Identity Implementation Messaging

For marketers who are aimed at creating brand preference in moms, it is useful to take a look at the brand itself. You want to attract the right types of moms for the brand, as attracting the wrong type can lead to dilution of brand value. Look at what your brand has to offer the mom market, and then embellish those qualities that allow it to stand out amongst competitors by asking a few key questions:

1. Is our brand memorable?

Though the brand doesn’t necessarily need to be in a mom’s face at all times, she does need exposure to the brand and needs ways to be able to find it when needed. In this era, being able to find the brand means that she can find it in the store, using Google, on Amazon, or social media sites.[quote]The harder it is to instill the brand into one’s memory, the harder it will be for brands to generate loyalty in their targets.[/quote] In order to help make the brand memorable, it’s essential to go to the platforms where moms are sharing information with one another in order to leave a lasting impression.

2. Is our brand meaningful?

Whether it’s enjoying a meal together at Olive Garden or walking through the mall in attention-getting Gucci shades, the brands that have positive impacts on the target’s lives are the ones that will succeed in creating preference. Without meaning, there’s no difference between buying Huggies and buying store brand diapers; but many moms are more apt to go for the Huggies because of their variety of facets, such as age-appropriate diapers, that help ease the frustrations of changing diapers. Huggies have made a connection point not only in their marketing, but also in their appeal to make the lives of women easier.

3. Is our brand likable?

Brand marketers should work to ensure that their brands are in line with the desires of mothers. A brand with a tough edge can open up it’s market to the modern mom by softening up, portraying the brand as likeable and fun. The brand marketer should embellish the aspects of their products that make moms’ lives easier, more exciting and more fulfilled. A company that sells necessities for children can better reach moms by bundling items such as diapers and baby wipes. Also, with new developments in big data, it’s easy to monitor what your users are saying about your products on Facebook, Twitter, Pinterest and other social media outlets. Make sure that you are listening to the conversation, engaging your audience and taking quick action to resolving any problems that may arise.

To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team today! We’ll share strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.

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Audience Audience Analysis Consumer Insights Media & Analytics Search Engine Optimization

As the saying goes, you learn something new every day. That’s especially true in marketing, where sometimes even the smallest steps can lead to the largest payoff.

The items below are simple marketing tidbits we’ve learned after endless trial and error, and that we’re passing along to you because we think you can benefit from our Florida marketing agency’s blood, sweat and tears.

1. Putting a site wide search box can offer you great insight as to what people are trying to find when they come to your site, as you can track these searches through Google Analytics. If you run a blog, capitalize on this by producing content in accordance with what you find.

2. Only 9% of U.S. small and medium-sized businesses are optimized for mobile. This is true even though 34% of Americans admit that their cell phones are the primary device they use for going online, and smartphones and tablets accounted for more than 15% of all ecommerce sales in 2013. That number also fails to take into account the large number of people who browsed ecommerce sites from their phones or tablets but waited until they were at a computer or retail location to make purchases. Some experts estimate failure to optimize for mobile may cost these businesses, on average, $40,000 to $60,000 per year.

3. There are dozens of tools to use to determine how well your site functions and to identify problem areas. Try keying your site domain name into http://nibbler.silktide.com/ to see how it stacks up.

4. Maintaining an active Google+ site makes it more likely that your brand page will stand out on search engines. Moz reports that a URL’s number of +1s is highly correlated with its ranking in search. While Google claims +1s aren’t directly tied to search rankings, each +1 creates a link back to the post, which increases a site’s number of inbound links. These inbound links are one of the factors search engine algorithms use to determine the credibility of a site.

5. According to Experian (via Salesforce), $44.25 is the ROI for every $1 spent on email marketing. Even in spite of this, only 11% of emails are optimized for mobile. [quote]Many ecommerce sites don’t even collect emails.[/quote] To get the most out of collecting emails, implement a highly visible, yet non-intrusive email submission form front and center on your homepage.

6. More Facebook page likes doesn’t necessary mean better business for your company. What’s most important is the quality of the follower. Having lots of low-quality followers could actually be detrimental to your brand. Don’t believe it? Check out this article and pay special attention to the video from Veritasim. We’ve actually seen significant success for some brands with Facebook Ads, so take the experiments with a grain of salt.

Interested in learning more? Contact us today to start the conversation!

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Audience Consumer Insights Content Marketing Creative & Production Tourism Hospitality Convention

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.