Direct Response Tourism Marketing
According to the American Marketing Association:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
If we accept that definition, it follows that there are four basic steps in marketing a tourism product or anything else:
- Create an offering. In order to create an offering you have a reasonable chance of selling, you need to understand, first, what audience - or market - you want to target. And second, what products within your ability to produce would those people in your target market be willing and able to buy?
- Communicate an offering. You need to develop a compelling description of your offering, using the words that your potential buyers use in talking about this kind of product, and put that description in as many places as possible where your target market will see it.
- Deliver an offering. In the case of most tourism products, that translates to "get the customer to come to the product." Tell them where it is, and how they can easily get there.
- Exchange an offering. That is: get the customer to buy your offering at a mutually agreeable price. Here's where value - as perceived by the customer - comes into the equation. And it's your job to create that perception.
Direct Response Marketing
Direct response marketing is a type of marketing that elicits an easy, specific, immediate, measurable response to an explicit offer of something of value to the prospect...
...as distinct from mass marketing that's primarily intended to keep your company name and products constantly in front of prospects through a variety of (expensive) media, in the hope that you'll be top-of-mind when someone is ready to buy a product like yours.
We believe that for best effectiveness and highest return on investment, advertising that produces immediate direct response from prospective buyers should be the first priority for any tourism business owner whose product lends itself to this approach.
And that Google AdWords provides the best single set of tools available for implementing direct response online.
Our Basic Principles of Direct Response Marketing
In designing and executing any online direct-response campaign, we follow these basic principles:
Every Web page, ad or other piece of online marketing collateral shall:
- Begin with a headline that immediately grabs readers' attention so they read further instead of clicking away.
- Present a clear and valuable offer.
- Use a crystal-clear call to action: tell people exactly what you want them to do.
- Make it easy for them to do it.
- Capture contact information.
- Collect actionable stats and use them to improve your offer and execution.
- Be readily findable in Google search, and deliver a persuasive message.
We’ll create for you direct response marketing campaigns that:
- Extend offers that are attractive to your ideal customers at every point in the buying cycle: shopping around for product ideas, choosing a desired kind of product, seeking sellers of that kind of product, ready to buy.
- Use persuasive, sales-oriented copy
- Contain a clear call to action
- Contain a reason to respond without delay
- Provide simple, specific instructions for responding
- Provide actionable feedback for us to use to help you refine your offerings, communications, delivery and pricing.
- Generate follow-up(s) to every interaction
- Deliver a high return on your marketing investment
- Deliver immediate, measurable results
- As a by-product, enhance your image
Or, if you have questions about Tourism Marketing that we haven't answered:
Please use the form below to send them to me, and I'll get back to you shortly. Please complete all 3 form fields - thanks! - David