You’ve conducted the research on your target market, and you’ve used the data to create a smart marketing strategy. Now it’s time to craft your message. Use these tips to attract new prospects, entice your audience, and convert leads at every stage of the buyer’s journey.
Tell them something that makes their jaw drop
What’s something about your destination that surprises people? What do you wish more visitors would ask about your port of call? The key to creating memorable messaging in your campaigns is leading with an idea or image that makes your target market say, “I’ve got to see that myself!”
Position yourself as the only choice
If you want to seduce your target audience, you’ve got to give them what they want. Most modern consumers say they choose destinations that offer a unique experience. Show them what makes your place the only place to be. Create campaigns that feed their desire for novelty and trigger their fear of missing out.
Align yourself with other memorable hotspots
Tourists want to have a variety of experiences when they’re traveling. They want to try the most mouth-watering local cuisine, shop for the most exotic local goods, and snap selfies in the most Instagram-worthy settings. Make your marketing platforms the go-to channel for finding the best of the best in your area, and you’ll position yourself as a trusted, helpful concierge for newcomers. By helping your prospects find other intriguing destinations, you shine the light on your own establishment. You also ingratiate yourself with other local businesses who will respond in kind.
Demonstrate your value
Don’t try to compete with your rivals on price. It’s a dead end game. Instead, focus your marketing message on the incredible return on their investment when they choose your destination. Your rates will seem like a bargain when they see what they’re getting.
Keep it simple
Skip the purple prose and flowery descriptions. Get right to the heart of what you have to offer that no one else does. Keeping your language clean and straightforward helps to build trust with your audience. Short, simple appeals are more persuasive, and they’re easier to repeat.
Repeat, repeat, repeat
When we see something often, we’re more likely to believe it. The magic number is three: seeing a message three times or more tends to make it become true in our minds. That doesn’t mean repeat the same message verbatim. That would be annoying. Instead, repeat the core message often but in slightly different ways.
Use multiple marketing channels
Don’t just repeat your message in the same medium over and over again. Take your message to the streets and the social media platforms and the inboxes and even the real-world mailboxes! At Morgan & Co., we work with hotels and DMOs to develop multichannel marketing campaigns that drive sales and increase ROI. Get in touch with us today to see how we can help you.