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:
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!)
How learning about Millennials vs Baby Boomers different consumer behaviour can benefit your business
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
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?
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!
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!
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:
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
Marijke Dunselman. Click here to read more about us!