Selling Your Visitor Experience Online
The above quote is often used (and indeed overused) in many circles, but when promoting a tourism product, it rings especially true. ‘Experiential tourism’ is a hot topic at the moment. Why? Because (and we hate these terms!) millennials or baby boomers are demanding experiential tourism. Rather than lying on the beach, they want to immerse themselves in the history and culture of a destination and “make memories”!
How does this apply to you and your marketing?
Your experience might be amazing in person, but are you selling that experience online via your website and your social media content? Does your content (imagery, graphics, photography etc.) give the full picture? Remember, your online collateral is your shop window and an opportunity to start a conversation. It is imperative that you get this right.
Getting your online ‘experience’ right has many benefits:
It creates sharability of your content – which will lead to eWOM and ultimately footfall
It can be a source of competitive advantage
It keeps your brand in the mind of potential customers
Steps you can take to improve your online “experience”:
Know your customer: What channels are they on? What types of content do they consume? - “fish where the fish are”.
Work with AIDA – Awareness, Interest, Desire, and Action. Know what you are trying to achieve with each piece of content. If you’re looking to generate awareness, create content that does just that.
Create content for those at all levels of the customer lifecycle e.g. Customers who are regular visitors will expect different content to those who are learning about your brand for the first time.
Create offline experiences that customers can share online – e.g. photo opportunities, Snapchat filters etc.
Tell stories via your content – The tourism industry is in the envious position of having 1000’s of stories to tell! Give your audience nuggets of information to encourage interest in your hotel/attraction or brand.
From partnerships within the local community to mutually drive footfall and co-promotion opportunities e.g. Run a co-branded competition on Facebook.
Joe Wilde is CEO & Founder of Mac Digital (a digital agency with specialism in the tourism sector). He is an accredited Failte Ireland mentor and adjunct professor in Trinity College Dublin and National College of Ireland. www.tourism.macdigital.ie