 |
 1.1 Focus on the Customer
The key to a good marketing strategy is to develop tactics in each of the four areas that are integrated or complimentary, leading to a desired outcome. For example, it is important to have a thorough understanding of a particular client group, their needs, desires and characteristics (planning and research) so that the best combination of facilities and services can be put offered (product development and delivery). You then have to let them know when the experience is available and under what terms (external communications), and be prepared to ask for and accept the reservation (sales promotion).
Low-Tech and High-Tech Working Together
Typically each component of the marketing function can be implemented through a combination of �low-tech� or non-Internet activities and �high-tech� or Internet activities. For some components of the marketing function low tech activities may be the core activities, supplemented or enhanced with specific internet applications. For others, the internet may be the most effective medium for implementing some marketing functions with low-tech tactics taking a support role. But in general, almost any marketing activity can be enhanced by using an appropriate Internet application.
1. Describe your preferred guests and their demographics (Age, sex, industry) as well as their psychographics (what do they like to do?, what is important to them?).
2. Identify your Unique Selling Point(s). What makes your product or service better than your competitors?
- Make a list of your unique selling points and prioritize them in order of importance to your ideal guests.
- Identify regionally significant attractions or keywords that visitors to your region might use to plan a visit to your area.
- List the activities or themes that are important for your guests. (ie: spa vacation)
3. Set your goals: Be clear about your objectives. Some of the following ideas may help you generate a list of goals for your business.
Primary Goals:
-
have visitors stay longer
-
spend more
-
come back year round
-
return next year
-
increase reservations and sales
-
advertise new products, services
-
provide customer support.
Secondary goals:
-
build repeat traffic,
-
reward loyalty.
-
besides target market, appeal to : media, the influencers, associates, affiliates.
|
|
