Engaging your audience
Offline promotion of your business is usually more expensive than online one. Before deciding on the extent of offline promotion tools and strategies, you should consider the factors mentioned before i.e.:
• The channels your target market (prospect customers) is using;
• The channels and tools that are best suited for offering your services;
• Your available budget;
• Complementarity and possible synergies between channel used for better and multiplied results.
These factors would lead you to the right decision about using offline marketing strategies.
The most popular offline promotion strategies beyond advertisement and print material of any form and kind, are the following:
- Recommendation of guests who already stayed in your accommodation – those are most influential promotion tools in tourism and hospitality;
- Printed promotion materials (brochures, maps etc.);
- Discounts and other benefits for most loyal guests/guests that are repeatedly coming;
- Different loyalty programs;
- Use of printed promotion material to promote your business online presence (TripAdvisor “thank you” notes and similar);
- Management of online reviews through offline communication means (e.g. telephone).
You can also check subunit 4 ‘Selling effectively’ where your online and offline relationship with prospect, present, and past customers are blended together!
Top 7 marketing tactics for all tourism businessesall tourism businesses (offline and online channels equally considered)
Networking and synergies: Together we stand!
Your potential guests usually start decision making process by choosing destination and only after that they look for accommodation.
Therefore, destination appeal is important for the success of your business - your business will be more successful if your destination is performing better.
When promoting your accommodation, you need to take into account destination preference of potential visitors. This involves more than just promoting your own business. It involves communicating visions, values, competitive advantages and attributes of the destination alongside your accommodation promotion. It will boost your business and, eventually, benefit the local economy and your community.
Your partners in this are complementary tourism service providers, such as restaurants, wineries, tour operators, local attractions, local food suppliers, tourism associations, public authorities. In short, you need to collaborate with others to attract tourists, both to your destination and to your business, and to provide activities and attractions during their stay. This is how the term co-opetition was coined. It means cooperating with your competitors. This is also the basis of quality destination management.
Remember, pooling in the assets of a destination through networks, synergies, and common interests, is invaluable in the health of your business and destination success!
Measuring impact – if you don’t measure it you can’t improve it
In order to accurately estimate the impact of your offline promotion activities you have to measure them.
Quality analytics and meaningfully defined key performance indicators (KPIs) can provide you with the invaluable insights in the quality of your promotion and can tell you which promotional tools are generating the highest return on investment (ROI).
Measuring impact and underlying analytics of your promotion campaigns are the fundamentals of the quality tourism promotion. In order to know the impact and the return on investment (ROI) of your promotion activities you have to measure them, and after you measure them you can improve and adjust them.
So what are the most important KPIs for the offline promotion?
- Sales growth – this indicator is relatively simple and straightforward, if the number of your bookings/reservations is increasing then you are doing an excellent job in promoting your business
- Number of leads – also relatively simple indicator, the more leads you have the more sales opportunities you will get. More sales opportunities will result in more sales, business growth and increased profitability
- Cost associated with acquiring new costumers – one of the most important results of good promotion is low cost of acquiring new customers
- Monitoring of offline promotion by using online technologies – TV or magazine advert can generate conversation on social media, generate more visitors to your website, more followers on your social media accounts and those can easily be measured
See this slideshow* to find out how you can measure the impact and success of offline marketing online (in EN)