Consistency and persistency are rare qualities with most small and medium tourism business owners and managers. It’s not because they don’t have the traits but because operating an independent tourism and hospitality business requires a multi tasking ability and mindset.
But when it comes to effective marketing, that is, marketing that actually delivers a return on investment, these two qualities are what help time scarce tourism operators get the job done.
Typically most tourism business owners try and do something once or twice and then move on. There is a general attitude of, ‘well that didn’t work let’s try something else’. It’s this impatience, which determines their actions, giving up too quickly when the marketing activity doesn’t immediately achieve what they had anticipated.
A classic example of this lack of consistency and persistency is when tourism business owners or managers don’t stay in touch with their customers on a regular basis. Customers can be anyone across any of the diverse channels of distribution i.e. consumer direct or business-to-business. Maintaining open communication with all people in your sphere of influence is one of the cheapest and most effective forms of marketing. Nothing can be more productive for generating leads.
The key is in developing a system or process that works for you. It has to be something that you can stick to and sustain. There’s no point in building something that you’ll abandon two months down the track. Ultimately you’re looking at how you can stay in touch with your customer for an extended or going period of time. It could as simple as — call, email, letter, see — repeat. There also has to be a purpose to your communication, some advice or information you want to give that will be of value to them and/or to ask for a referral.
The point that I am really trying to make is that in order to determine whether your marketing effort is actually working is to give it time to take effect. This means that you have to be consistent and persistent in your efforts. Regularity and unrelenting endurance are highly productive techniques.
And as it relates to this example when is the last time your key customers heard from you?
This Article was originally published by Angela Best on the Marketing Tour Guide Blog