3. Your Product
• What are you selling?
• What choice do you offer?
• What is your Unique Selling Point (USP)?
• A real challenge for tour operators
• How are you different to the rest?
13. Travelling Types
• Experiencers- Social, Sightseeing, the beaten path, Cultural
tours,VFRs
• Explorers- Adventurers, Specialist Active, Niche, off the
beaten path
• Entertainers- Resorts, package holidays, spas, no stress, not
on the path
• Engagers- Business Travellers,Voluntours, Researchers
• Eventers- Conference, Sport, Festivals
14. Model Clients?
• Are you selling to more than one ‘typical
client’
• Are you using a single marketing technique to
sell to all types of clients?
• Do you offer enough choice to attract a
broad range of clients?
• Can you describe your typical client- or the
one you’d like to have?
15. Profiling
• Where do they live?
• Where do they work?
• How do they have fun?
• What media do they consume?
• What are they likely to be searching for or
talking about and how do they express it?
28. SOCIAL
• Choose the social media channels that
work best for you- not all of them
• Plan and budget to make them a regular
and professional part of your business
• Choose who you will reach via which
channels
• Create and publish the right content for
the right people
29. WEB
• Ensure that your website is properly built
to be integrated with your search and
social presence
• Optimize your search presence
• Think of your site as a conversion point
from social and search
• Realtime and Bookable
30. ACTIVATE
• Create a plan to optimize your online
engagement online
• Focus on content that is liked, commented
on and shared
• Encourage your engaged audience to
become customers and/or ambassadors
31. RESEARCH
• Monitor and Measure your levels of
engagement
• Build on what Works
• Ditch what doesn’t
• USE YOUR ANALYTICS AND INSIGHTS
• Have tools in place to measure conversion
32. MANAGE
• Have an emarketing strategy
• Have a social media policy
• Update, Update, Update
• Budget your resources
33. Sample Strategy
• We are the best value family holiday resort
in our area and we will target families from
Europe before their school vacation period
by promoting a special family offer that includes free
kids activities and spa package, which we will be
promoting through a video testimonial from a
family who recently stayed with us. This will be
posted on our YouTube channel and embedded
on affiliate websites and Facebook, combined
with Facebook ads and some key word ads for
family breaks in our region, all of which will drive
traffic to a special landing page we have created
for bookings.
34. NEED HELP?
Contact Us:
info@e-tourismfrontiers.com