Strategies Marketing Consultancy, marketing planning, marketing tips, marketing inspiration, marketing ideas, marketing plans, marketing training, website marketing
  • Home
  • About us
  • Testimonials
  • Marketing Consultancy
  • Marketing Training
  • Smartourism Marketing Group
  • Agritourism NZ
  • Contact
  • Marketing Tips
  • Sign up
  • Home
  • About us
  • Testimonials
  • Marketing Consultancy
  • Marketing Training
  • Smartourism Marketing Group
  • Agritourism NZ
  • Contact
  • Marketing Tips
  • Sign up

The key to successful tourism distribution

22/8/2019

3 Comments

 
Picture
The key to achieve tourism distribution success is not rocket science, but it does take a bit of work. The key is to spread your distribution and risk and not put all your eggs in one basket. 

A few years ago I had a client come to me who said he’d lost 45% of his business. The reason: he received 45% of his bookings from one supplier, who decided to go into competition with him.

Your online (and offline) visibility is essential so that your potential customers learn about you when they’re planning their holiday. A well thought-through distribution strategy is therefore essential.

Successful businesses spread their distribution by selling their products through:
  • Inbound operators and wholesalers: work with a range of inbound operators and wholesalers rather than everything through one.
  • Online Travel Agents: OTA’s are a good way to increase your online visibility, but don’t give them your complete inventory.
  • Local booking centres, accommodations and i-sites: especially activities are sold through local booking centres. Ensure they know your products and encourage famils.
  • Direct booking through your own website: this is what we all want as we don’t have to pay commission. The key is to have a great website with an online booking system that is optimised for search engines, has great content, is fast and updated regularly
  • Direct marketing: this includes your email marketing & social media strategies. Keep in touch with your past and potential customers through a direct marketing and content strategy.
All of the above requires you to set some time aside to work on your distribution strategy – along with the rest of your business’s marketing strategy.

Set specific goals of what you want to achieve and get into the habit of spending a few hours each week – preferably the same day/time - to work ON your business. You will achieve the things you set out to do and build a successful business.

If you need help with this, consider getting a coach or join one of our tourism business success programmes. (note: the next Tourism Business Success Programme starts next week on the 29th of August 2019 - register now!) 

3 Comments

How learning about Millennials vs Baby Boomers different consumer behaviour can benefit your business

6/10/2016

0 Comments

 
I found this interesting piece of research by AC Nielsen (a large global marketing research firm). They surveyed 30,000 millennials (age 21-34) and baby boomers (age 50-64) on their consumption behaviours.

If your clients fall in either the millennial or baby boomer category, then the infographic below will be of interest! Click on it to enlarge it, print it off and circle the information that applies to your business. Then decide how you can better serve these customers.

Till next week, Marijke
Picture
Click to enlarge
0 Comments

Lost in translation?

1/7/2016

0 Comments

 
Picture
Picture
I recently heard a story of a Chinese visitor who was reprimanded at Auckland airport for smoking. The sign said ‘SMOKE FREE’. The visitor thought (understandably) that he was free to smoke.
Why not just say ‘NO SMOKING’? That way, there is no doubt.

Lost in translation…

If you are dealing with overseas visitors whose first language is not English and you provide information to them, whether written or verbal, try to think from their perspective. It’s about giving them a great experience, isn’t it?

Being a Dutch native, I had no choice but to learn multiple languages at school as few other nationalities speaking Dutch. I was also lucky to live in France and the US when I was young and learnt French and English at a young age. And I also learnt German and Spanish in school.

So, I have always been fascinated by language and fortunate to have the ability to view things from different cultural perspectives.  

Why is it so important to make it easier for international visitors to understand your messages?
  • To clearly explain what you offer to a particular target market
  • To avoid confusion due to cultural differences
  • To grow sales by getting your unique selling points across

How can you avoid your message being lost in translation? Here are 6 tips to provide better information to your international markets:

1. Put information on your website in the languages of your target markets. It doesn’t have to include EVERYTHING, just the info and products that apply to them. It can be in the form of a pdf.

2. Have a QR code on your brochure with a link to that information.

3. Get the information professionally translated and DO NOT use Google Translate. You can contact your RTO for recommended translation services.

4. Keep in mind that ‘kiwi English’ is difficult to understand for most other nationalities. Speak slow, use simple language (no jargon) and ensure people understand you!

5. Research cultural differences

6. Ask your customers with that nationality for feedback (is the information clear, is the guide easy to understand etc).
 
Have a great weekend!
Marijke

0 Comments

QR Codes: how to use them to  provide great service to Chinese visitors

31/5/2016

0 Comments

 
A number of years ago, many businesses put QR codes on their brochures or used it in other ways. The issue with QR codes back then, is that they were used the wrong way. With this I mean that in the majority of cases, they redirected to a non-mobile friendly homepage of a website. As non-mobile optimised websites are basically unreadable on mobile phones, most people were put off using them.

In other countries such as the US however, QR codes are used for retail coupons (Americans loooooove coupons!)

Last week, I attended a workshop by the Ministry of Business, Innovation and Employment (MBIE) about research conducted on the  Chinese FIT traveller. I learned to my surprise that Chinese are big users of QR codes and this offers some great opportunities to provide them with relevant information. How cool is that!

Chinese don’t like to see big signs in their own language while they’re visiting other countries on holiday. They want an authentic experience. I don’t blame them; I am the same. If I go on holiday to a country with a different language (which is most countries as I am Dutch), I do not want to see Dutch signs or brochures! I want to immerse myself in the local culture.
Of course there is often a language barrier, but there are subtler ways to provide Chinese with information in Mandarin. Through QR codes!

For example, instead of giving them a menu in a restaurant in Chinese, just have a QR code at the bottom indicating that the menu can be seen in Mandarin by scanning the QR code.
Oh, and free Wifi is a must too to enable your customers to use QR codes easily.

So, the QR code is back!

Below are a few links to previous tips I’ve written about QR Codes in the last few years!
How to create a QR code: http://www.marketingwhizz.com/weekly-marketing-tip/how-to-create-a-qr-code
Are QR codes dead? http://www.marketingwhizz.com/weekly-marketing-tip/are-qr-codes-dead

Have a great rest of your week! 
Marijke
0 Comments

How marketing specifically to women will increase your bottom line

11/2/2016

0 Comments

 
Picture
Did you know that women influence 90% of all travel decisions  - and close to 90% of all consumer buying decisions as well? (the guys reading this will probably nod…)

Girls like to shop, that’s no secret. We also think differently than men and make buying decisions in different ways men do.

A few things to keep in mind when you work on your website content, social media,  put together brochures or any other marketing for your business:
  • Human connections are the key to attracting women to your product or service. They communicate to forge relationships based on mutual values and interests. Avoid over-automation, focus on one-on-one experiences and facilitate story telling. Also ensure you have photos of your team and some background info on them on your website. This makes it a lot more personal!
  • Women like detailed information to absorb & digest. Women use smart shopping skills and do a lot of research before buying. The pre-purchase process is much more important to women than it is to men. Create a culture committed to helping customers determine the best choice, not the quickest sale.
  • Women also comparison shop. They gather data through reading and research, and compare your product or service against competitors.
  • Women set priorities according to the needs of those most dear to them, so identify ways they can support family members with purchases.

Is your marketing meeting these needs? Does your website provide enough detailed information? Does it encourage your customers to communicate with you? Does it say anything about the people working in the business?
If you keep women in mind in marketing your business, more will buy or book your product and your business will grow!

NOTE: registrations are now open for the 2016 Marketing for Success Programme. Click here for more info! Limited spaces!

Till next week, Marijke
0 Comments

Why having a locals' day is good for your business

8/10/2015

0 Comments

 
Picture
I was just reading Destination Queenstown’s newsletter and see that several tourism businesses are having their annual locals’ day.
What a great community and marketing initiative! They offer their tourism activity at a heavily reduced rate, and often the money goes to a charity.

Why have a locals' day? Well, it's a great initiative that achieves the following:
  • Locals experience the activities and are likely to recommend it to others (tourists to the town or visiting friends & relatives). Word of mouth & recommendation is still one of the biggest sources of information for people to book/buy your product.
  • Locals will ‘brag’ about it in social media
  • It is a good way to encourage Tripadvisor ratings
  • Businesses that donate to charities or community projects create goodwill and are more likely to get chosen by customers over businesses that don’t
  • It’s an opportunity to create some business over the quiet times
  • It will increase awareness of your business
  • Promoting your locals’ day will generate some free publicity!
So, what can you do to get locals to experience your product or service?

Till next week!

Marijke

Picture
0 Comments

How to get more customers with niche marketing -  a 5 step process

14/7/2015

0 Comments

 
I love Seth Godin’s quote: “Don’t find customers for your products, find products for your customers!”.  Have a think about this quote for a minute… “Don’t find customers for your products, find products for your customers!”.

To me this means identifying specific types of customer groups (niches) and developing a product or service for their needs. This is called niche marketing and is extremely effective. Rather than trying to be everything to everyone, focus on the specific needs of a particular type of customer and the specific products or services you can offer them.

This can create more customers as people tend to search for very specific information that suits their needs rather than search for general information. If you provide this information, they will find you!

Going through the process below to identify your niche(s) can be very beneficial to attract targeted customers.


1.       So, have a think who some of your best customers are – I mean, the ones that LOVE your product, are happy to pay the price you ask and tell lots of other people.  Can you group them? Write this down.

2.       Once you’ve identified these customer groups (or niches), have a think how you can target more of them. What do these people have in common? Do they use similar search words online to find your type of product? Do they read similar blogs or publications?  Write this next to each customer group.

3.       Why does each of these customer groups chose to come to you? What sets you apart from your competitors? Once you know this, you can use this to appeal to them and to attract more customers.

4.       For each group, write down ways to get more of them. Also write down the information they need to make the decision to buy your product or service, including the keywords they would use to find you online. The more specific, the better.

5.       Put together a plan to market to your niche(s)! Voila, you’re away with niche marketing!

Till next week, Marijke

Picture
0 Comments

Don't find customers for your products, find products for your customers!

21/8/2014

0 Comments

 
Picture
The other day I walked past a clothes shop. Now I do like a good sale so I went in as they had rack after rack of clothes on sale.

They had grouped everything by colour, not by size. It looked very nice on the racks, all the blues together, all the pinks all the yellows etc.

But do you think it was easy to find anything in my size? In order to find the correct size, I had to go through all the clothes to find my size.

As I didn’t have a lot of time, and frankly, I couldn’t be bothered looking at every tag, I gave up and walked out without having bought anything.

If they would have grouped the clothes by size, I could quickly have seen if there was anything to my liking and I quite likely would have bought something.

So, what ‘s the lesson here?

If you offer a range of options to your clients, group them by type of client. Say one of your customer groups are families, group all the products you offer that are suitable for families in one brochure and on one page on your website. This way, you make it easy for them to find everything in one place and they’re more likely to book!

So, don’t find customers for your products, find products for your customers and have a think about how this could apply to your business.
(I did end up buying something else in another shop where it was all grouped by size :) Only took me 5 minutes!

Till next week, Marijke

Picture
0 Comments

3 Steps to Effectively Target your Customers

17/4/2014

0 Comments

 
Picture
Are you not sure how to market effectively to your customers? Are you reactive in your marketing rather than proactive in reaching your customers effectively? Do you tend to take the easy way out and advertise in random publications? Then read this short article and become more focused!

Step 1: Develop customer profiles for each of your Customer Groups.

In order to target your customers the most effective way, it’s important to first develop a profile of each of your type of customers. For most businesses, we’re talking about 3-5 Customer Profiles. Have a look at your customer list and find commonalities such as age, type of products/services they buy from you, where they live, social media they use, other marketing channels they use, interests, how they heard about you.

 If you don’t know some of these commonalities, survey your customers with relevant questions.


Step 2: Prioritise the most profitable Customer Groups. Which ones are the biggest groups and the most profitable ones?

Step 3: Decide on Marketing Channels for each group.
For each Customer Profile, decide how you will target them specifically through the marketing channels that appeal to them and tailor your message to their needs.

Tip: This is a fun and useful exercise to do with your staff!


Have a Happy Easter!

Marijke

0 Comments

Do you want to sell more? Then keep in mind how women shop!

20/11/2013

5 Comments

 
Picture
Did you know that women influence 90% of all travel decisions  - and close to 90% of all consumer buying decisions as well… (the guys reading this will probably nod…)

Girls like to shop, that’s no secret. We also think differently than men and make buying decisions in different ways men do.

A few things to remember:

Human connections are the key to attracting women to your product or service. They communicate to forge relationships based on mutual values and interests. Avoid over-automation (i.e. forms etc), focus on one-on-one experiences and facilitate story telling.

Women like detailed information to absorb & digest. Women use smart shopping skills and do a lot of research before buying. The pre-purchase process is much more important to women than it is to men. Create a culture committed to helping customers determine the best choice, not the quickest sale.

Women also comparison shop. They gather data through reading and research, and compare your product against competitors.
Women set priorities according to the needs of those most dear to them, so identify ways they can support family members with purchases.


Ask yourself:

Is your marketing meeting those needs?
Does your website provide enough detailed information? Does it encourage your customers to communicate with you?
Does it say anything about the people working in the business?
If not, do something about it!

Have a great week, Marijke





5 Comments

Weekly Marketing Tip 27 Aug 2013 Are your customers not buying right now? Don’t give up!

28/8/2013

0 Comments

 
Picture
There are many reasons potential customers may not be buying your product or service right now.
That doesn't mean they don't like it, they may just be looking around and may not be ready to buy. They may not have the money right now or the time.

Even if they don’t buy from you now…
you'd like them to buy from you eventually, right? Assuming you're targeting the right audience for what you're selling, a percentage of them will buy or book eventually, IF they don't forget about you!

So, what can you do to keep in touch with them? 

Some businesses do it well. For example Dell computers.
Every month, I find a leaflet in my PO Box with their latest computer deals. I usually throw it away, but every couple of years I do need a new laptop. So, then the leaflet arrives in my PO Box that month, I look at it! When (or if) you
eventually buy a PC from them, you get regular emails newsletters and specials from them, making it very easy for you to buy the products!

Dell has done this consistently for many years, resulting in becoming one of the largest personal computer companies in the world (listed number 51 on the Fortune 500 list). They only market directly to their customers, through their websites, email marketing, direct mail and social media.

So, don’t give up on people who enquire but don’t buy or book right now.

Encourage them to sign up for your mailing list or encourage them to like you on Facebook, Twitter or any other social media you use. Then, keep in touch with them by providing them information that is relevant to THEM! (specials, news, funny stories, videos, photos, anything that might be of interest to them!) 

They say it takes 5 or 6 'contacts' before a potential customer takes action and buys something from you. 

So, what do you do to keep in touch with your potential
& existing customers? Make a plan and stick to it!

The result may surprise you!

Till next week, Marijke
0 Comments
    REGISTER FOR FREE MARKETING TIPS!

    Categories

    All
    Advertising
    Apps
    Content Marketing
    Customer Experience
    Customer Service
    Email Marketing
    Grow Your Business
    Marketing Collateral
    Marketing Tips
    Marketing Trends
    Photography Tips
    Planning / Goal Setting
    Presentation Tips
    Product Development
    Sales & Selling Skills
    Segmentation/Customer Groups
    SEO
    Social Media Tips
    Tools
    USP
    Video Marketing
    Website Tips

    Archives

    September 2021
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013
    October 2013
    September 2013
    August 2013

    RSS Feed


    Author

    Marijke Dunselman. Click here to read more about us!

    Picture
    Marijke Dunselman
    Picture
    Like us on Facebook! We'll like you back!
Strategies Marketing Consultancy Ltd
PO Box 30
Queenstown, 9348
New Zealand
info@strategiesmarketing.co.nz
Picture
Picture
Picture