Marketing Strategy

A good marketing strategy should be designed to drive people to places and is based on answering several key questions…

Who are your customers?

• Without knowing who you are talking to, your marketing will never be targeted. It’s critical to understand your customers’ pains and desires, so you can engage with them and build a relationship, ultimately encouraging them to your destination. We believe in building specific profiles of your customers that are then used in all marketing planning

Why should someone visit you?

• The public has a lot of options, both in places they can visit and things to do at home, so why should they leave their homes and travel to your destination? We will help you create that ‘specialness’ and show how to articulate that in your marketing so that people will visit

Where do you find people?

• Where are these people located, what channels do they use and more importantly, what channels will they engage with your brand on? Our experience shows that you need to focus on several key channels, tailor your messaging accordingly and ensure they offer a seamless experience for the customer – one size does not fit all, we want a marketing mix that’s right for YOUR audience

What content matters to your customers?

• Whilst we understand you need to share and talk about many practical matters in your communications, our experience shows you’ll need content and messaging that grabs their attention. We work with clients to take the profiles of their customers and look at the place we are marketing, to find topics that you should be talking about. These need to grab the attention of the customers and encourage them to visit

What is the vision for your place and what values do you hold?

• We strongly believe these questions are important if you want to connect with your potential audience and have them understand your destination – it is intrinsically linked to why someone should visit you. People want to understand why they should visit a destination, therefore a strong vision is important

What is your marketing trying to achieve?

• Which is just a plain English way of saying, we need objectives! Not just the global – to increase footfall, sell tickets etc… but the specifics about how this is achieved. What metrics need to grow to support your bigger goals? How do you measure success? Is your marketing designed to create interest or solely focused on people visiting you? We’ll help define these and then ensure we deliver on them as a collective