One problem I see all the time with our tourism clients is that they waste their advertising budget before they fully understand their target guest or their own brand.
Have you ever seen an advertisement online and you quickly DELETE the ad because it is not at all relevant or of interest to you?
This brand just interrupted you, and there wasn’t enough interest from you to click and learn more. Unfortunately, this company that sent you the ad, is wasting money. This happens with travel and tourism companies all the time,
Companies often miss 2 Important steps before ADS should even be considered.
The tourism brand in this example wasn’t clear on who they were trying to talk to. They didn’t understand who their ideal guest was – who they are, what are their needs, their problems and what are the things that are important to them.
This tourism brand may not have even understood their own brand well enough. I’m not sure if they knew what they stand for and how they can help their guests with their travel needs.
Marketing is all about meeting needs and solving problems, then persuading potential guests effectively. So why waste dollars on Facebook ads and Google ad campaigns or even those new pamphlets and posters advertising your business, Until you are clear on the needs of your guest, and how your brand can help them.
Of course there are other reasons for a wasted advertising budget - but these points are often missed.
If this problem resonates with you, we’ve created a community of tourism owners, operators and managers in hotel, tour, transportation and event and attraction businesses that want to discuss and solve tourism marketing problems like this and many more. We would love you to join us, its completely free – it’s a place we can all learn something new.
And you can do so here or just click on the link here. What about you? - What is your experience with your advertising budget, provide a comment below.
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Dorene Wharton is a tourism strategist, marketer, coach and full-time traveler with a 25-year career working in all areas of marketing and sales. She left her corporate job with Fortune 500 hospitality brands to start Travel Life Media to help hotels, tour, attractions and event companies improve their marketing, live their brand with a purpose and make money.