The difference between a marketing strategy & a marketing plan
A marketing strategy and marketing plan are quite often confused.
Many tourism businesses concentrate on creating and executing a marketing plan with no real underpinning strategy. Here’s how a strategy and plan are different.
Tourism Marketing Strategy
A good marketing strategy outlines who your ideal client is and what you need to say to engage with them to drive them to book with you or at the minimum, provide their contact details to you. It also goes as far as identifying the size of your ideal audience, where you can reach them and what you need to say to them to engage them.
Tourism Marketing Plan
A marketing plan sets out all the tactics you will put into place to enact the strategy. A marketing plan outlines the content you will write and the channels you will use to communicate with your target audience. It will also outline themes, specials and campaigns that will be run during the year.
What’s included in the marketing strategy
A marketing strategy that will help improve your business includes the following components:
Existing brand/marketing audit and competitor analysis
An audit of what you are currently doing and a comparison against you competitors to identify your strengths and weaknesses.
Identification of your Target Market/Audience
Who they are, what they like and where they are.
Your unique selling proposition
What makes you the best option for your target audience.
Pricing & Positioning
How will your business’s price be described to position you as a compelling choice for your target audience.
Direct Bookings Strategy
What booking system will you use and how will you encourage your target audience to book direct through you instead of through 3rd party sites.
Specials & Promotions Strategy
What specials and promotions will you run throughout the year to generate interest and awareness of your business.
Marketing Materials & Channels
What marketing material does your business need and what channels will you need to use to communicate with you target audience.
Customer Retention Strategy
An outline of how you will encourage customer to return to your business at a future date.
What do you get
We will work with you to construct a comprehensive strategy that will outline the optimal way to market your business to a specific target audience.
The culmination of our work with you will be a document that you can use to implement sound marketing tactics that will deliver real results.
Digital Tourism Resources
Accommodation providers traditionally offer two methods of payment, credit/debit or cash. But now there is a new payment option for operators to consider providing their customers: Afterpay. Afterpay and related pay-later services allow customers to buy products and...
When researching what budget your business should set for marketing, you'll find a lot of figures and suggestions out there. One of the most common rules of thumb is that your marketing budget should be 10% of your yearly revenue. However, I feel this method of...
Knowing what your competition is doing, or not doing, is an integral part of formulating your own marketing plan. If the competitor research is done well, you have the opportunity to learn from what they are doing to make your marketing even better. Up until recently,...