By Sam Hill
Anyone working in marketing/adverting for hospitality oriented businesses in a seasonal market needs to capture the attention of the tourists. Being that I am based out of Scottsdale this article is going to be formed around snowbirds, and warm weather tourism.
In Scottsdale, and many warm weather places, we get snowbirds. People who visit annually, and in many cases, have second homes here. Many tourists in Scottsdale fall under the snowbird category. Snowbirds act similarly to locals. They have the shops they like, the restaurants they frequent, and the activities they gravitate towards. Tourists wouldn’t keep coming back if these things weren’t around. However, they are still on vacation and are prone to indulgence as much as the casual tourist.
Snowbirds are also almost exclusively wealthy and retired. Most people cannot afford and/or get time off work required for long term annual vacations. This creates an interesting demographic, and area for creative marketing.
Veteran snowbirds are familiar enough with the area that they generally avoid the tourist traps, like those overly gaudy restaurants with overpriced reheated Sysco food that have premium real estate. Because of the generally older demographic we also see a slightly lower internet engagement with this group. We are left with the question, “where are they finding new places?” “how do we get their business?” For business with locations off the main drag, this is tricky. There are some obvious answers, like building a good reputation among the locals. This takes time, visibility, and a bit of luck. For a new restaurant this is a challenge.
The agency I work for was lucky to have the experience of taking on the marketing for a brand-new pizza place in town. The restaurant opened its doors right at the start of the tourist season in October of last year. This restaurant was somewhat off the beaten path for tourists. However, we found that traditional physical fliers really worked in for this business. We printed 2000 fliers, and hired a team of day laborers to distribute them during a San Francisco Giants training game. The response was tremendous. Obviously, this is not digital marketing, but we were able to do this rather inexpensively, and the engagement was there. Sometimes traditional methods are effective, and preferential to digital marketing. It might be worth a shot if you can distribute in areas with heavy foot traffic.
What I have found through digital marketing is that businesses with clearly defined categories tend to have an easier time reaching the tourism crowd.
For example, this case study of one of our restaurant clients illustrates this point all too well. Unfortunately, this restaurant had to permanently close. This restaurant had wonderful reviews, and lucrative media exposure from both the local news, and many local food bloggers. There were a few problems with location, and categorization. The restaurant did not adhere to a specific cuisine. It had an eclectic menu that contained elements of different tastes from around the world. It did not fall under traditional restaurant categories. This proves problematic for people looking for new restaurants.
If people are searching for a new place, they generally have an idea of what they want to do. For example, if a tourist is looking for a restaurant they generally have an idea of the type of food they would like. Searches would be things like “Thai food,” or “pizza.”
Having a specific term might narrow the scope of traffic to your webpage, but at the same time it will make you stand out in specific searches which is important for appealing to tourists, especially tourists who are first timers.
This also ties into clientele. The eclectic restaurant previously mentioned was in the club area of town. I am not in the restaurant business, I am in the marketing business so take my diagnosis with a grain of salt, but the other restaurants in that area are all drunk food places. Places that serve $2 street tacos and Pizza windows. A casually upscale restaurant is less likely to pull in the clubbing crowd. This case study can be stretched to stand as a guide to the type of business you are running.
Every vacation I have ever been on has had options for all kinds of tourists. There are family places, exclusive resorts, Michelin restaurants, and greasy spoons. Regardless of if the tourist is a high roller, or a budget conscious person, nobody likes feeling ripped off. I have seen all too many restaurants and shops last less than a year because they think that their location alone will save them. With review platforms becoming more and more invasive, this type of business is getting tougher to pull off. Having a shop that gives fair value is always going to pull in tourists.
Another strategy that is somewhat contentious is Groupon. In my experience Groupon is not a good avenue for repeat customers, and can be demoralizing for staff, especially in the restaurant industry. Groupon tends to attract one-time customers who, meaning this avenue is not preferred for building brand loyalty. This also usually cuts into the server’s tips. However, in instances where you are trying to just get people in, Groupon can help your business to get a piece of the tourist pie. Be cautious of the rates though. Groupon can charge your business up to 50% per coupon, plus you have to offer an attractive discount that really cuts into your margins. If you’re savvy at math, and can still squeeze a profit, this can be a good option.
Scottsdale is an event oriented city. There are countless events all season long where local businesses can further their reach. Many events are foodie oriented, and are always looking for vendor. Restaurants looking to expand their market should always consider these events. In my experiences restaurants also usually get reimbursed at these events anyway, so the cost issue is not there. There is a time dedication.
There is a fine line when marketing to tourists. There needs to be subtlety. Nobody non-ironically likes tourist traps. People also want to experience the local culture, and not get ripped off. If you can accomplish these things, your business will do just fine.
No matter whether you’re an established brand or a budding startup, using a blog to grow your business could lead to dramatic growth for your company. Consider this simple fact: brands that create 15 blog posts a month average a whopping 1,200 new leads in that period. (source) With statistics like those, it’s hard to overlook the hidden potential business blogging offers. Looking for even more benefits? Consider the following six reasons business blogging simply makes sense.
1. Blogging Leads to More Followers
According to Twitter, interesting content is one of the top reasons users follow brands on social media. As a social media marketer, you’re competing with billion-dollar companies, entertainment conglomerates, and every other business tweeting around the clock. Without content that resonates, you’ll struggle to gain any traction. Start blogging and watch the visitors come knocking on your door.
2. Companies with Blogs Receive 97% More Links
Getting others to share the word about your business is an important goal, and few techniques are as effective as creating a blog. In fact, research suggests that companies with blogs receive 97% more links than sites with static content—that’s nearly twice as many inbound links.
3. Blogging Makes a Long-term Impact
When it comes to spending your marketing dollars, it’s important to consider the overall return on your investment. Whereas PPC campaigns and other advertising initiatives only influence immediate traffic, blogs can pull in new visitors for years to come. Focus on creating “evergreen content”—content that is not time-sensitive—to maximize your blog’s potential.
4. Frequent Posts Impact Your Search Ranking
Appearing higher in the results on a popular search engine is about much more than vanity. The higher your site ranks for a particular keyword, the more likely a web user will click your link. Frequently posting encourages search bots to index your site, while the ranking algorithms use factors like the number of active posts to determine site authority.
5. Small Businesses with Blogs Generate More Leads
Thinking blogging only makes sense for big brands with thousands of active followers? Think again. Research shows that small businesses with blogs generate up to 126% more leads, as opposed to businesses that neglect online marketing altogether. Can you think of a single reason not to double your leads with a blog?
6. New Content Keeps Users Engaged
Attracting an audience online is a tricky equation that requires plenty of hard work. Pulling new visitors to your site is only half the equation; you also must work on keeping their attention. Routinely publishing new content helps keep your followers interested in what you have to say, which in turn affects the overall health of your business.
So, you need a to find an agency to manage your website redesign, but you don’t know how to weed through the endless array of development firms vying for your marketing dollars. Choosing the right option for your redesign shouldn’t feel like an impossible mission, but many small business owners find it downright overwhelming. Writing an RFP, or request for proposal, will help you narrow down the solutions available to you.
Ready to get started? Use the tips below to write an effective RFP that will save you both time and money.
What Should My RFP Include?
Many entrepreneurs wonder if writing an RFP is even worth the effort when it’s relatively easy to ask for a quote from a web designer. The short answer is a resounding yes! An RFP will ensure you receive the best product at a competitive price.
Your RFP should perform a few different functions. Firstly, it announces your intent to compare a firm’s quote against its competitors. This gives you a headstart on the negotiation process before it even begins. The RFP also outlines the expectations and needs of the project, ensuring no wires are crossed down the road. RFPs detail the scope of a project, explore the limitations of your existing site and include your requirements for the submitted proposal. Finally, an RFP must reference budget information.
Provide the Right Context
Unless you’re a budding web developer in your own right, you’re probably more familiar with your goals than the solutions your website should use. Instead of providing a laundry list of “must have” features, use your RFP to explain what you’re looking for and why. By giving the recipient some flexibility, you may find you receive better suggestions and recommendations.
Keep the Right Perspective
While it may be true that the buying power rests in your hands, don’t offend your developer with a bevy of proposal requirements and a ridiculously low budget. Also, you may be ready to start working on your new project tomorrow, but a busy developer likely has to juggle a full roster of other clients jostling for his attention. Don’t insist on an extremely tight lead time, and don’t act like you know everything. Remember, you’re partnering with an expert for a reason—they know what it takes to get the job done right.
Once you’ve drafted your RFP, take some time to customize it for each web designer you contact. A template RFP may provide a smart starting point, but you don’t want to spam 12 different companies with your request and sit back on your laurels. Instead, aim to initiate a conversation about what you’re looking for, and use your RFP to crystalize your wants and needs. By taking this approach, you’re bound to find a development partner who will work diligently to bring your vision to life.
Most small business owners don’t give the color of their website much thought—after all, a design’s visual appeal is most important, right? In fact, your site’s design should extend far beyond appearance, by incorporating colors that can land you more sales. If you’re not already familiar with colors role in design and how it can alter the perceptions of your buyer, learn how you can utilize colors to boost your online conversions.
Why Does Color Matter?
Colors evoke emotions and subconscious responses from consumers. Yellow and orange tones project happiness and optimism, while most buyers see blue as trustworthy and dependable. In addition to these general ideas, different target groups vary in their color preferences. For example, many female buyers don’t like orange and brown, while men don’t like purple. A few simple color changes can make or break a company’s branding and marketing initiatives.
Finding the Best Color for Conversions
A number of detailed case studies have taken a closer look at color on the web, in an effort to pinpoint which colors help buyers land more sales. Some studies have found that using a red button instead of a green button can produce up to 34% more results. Before you fill your site with red buttons, however, it’s important to understand that color is merely a portion of the conversion equation.
See, while color is undeniably important, it’s even more important to understand your audience. Many case studies and A/B tests have revealed results that seem completely contradictory to one another. That doesn’t mean that one color is necessarily better than the other, it simply means the site’s visitors respond better to one option in a particular case. Confused yet?
How to Realistically Choose the Right Color
Is color one of the most important elements of a website’s design? Yes—and yet, even the most talented marketers in the world are split on the best ways to implement color. As Unbounce points out, there is no single button shape, size, or color that will work perfectly in every situation. Instead, try to use colors that stand out and don’t be afraid to experiment to find the right fit.
Choosing the right colors for your website’s design is no easy process, and unfortunately, there are no definitive answers you can apply across the board. Don’t be discouraged, however. Treat your site like an ever-evolving tool to help you better market your business. Experiment wildly and see what you’re able to produce. If you have the resources to do so, consider testing different designs and colors to see what resonates best with consumers. Above all else, know your buyer—with a clearly defined target audience in mind, you’ll be better able to gauge a visitor’s response to your business site.
When it comes to building a dedicated following on social media platforms, most people fall into one of two camps: you either can’t get enough, or it feels like a massive chore. Whether you’re wasting too much time on Twitter and Facebook, or you can’t bring yourself to craft a single update, scheduling your statuses in advance can have a powerful effect on your overall social strategy.
Think you’re ready for the challenge? Use the following keys to maximize your social media impact and save time, too.
What is Status Scheduling?
Most casual social media users write statuses on a whim, uploading this information through the sites of their favorite social platforms. Heavy users and marketers instead rely on tools like Hootsuite and Tweetdeck.
These tools allow you to simultaneously update multiple accounts, shorten links, and schedule your statuses far in advance. It’s also worth noting that Twitter now allows business users to schedule tweets in advance through Twitter for Business.
A scheduled status looks just like a normal status, except it’s uploaded into the system in advance of its eventual publication. If you’re trying to keep your feed continually updated, you can schedule statuses to appear like clockwork every few hours or days, based on your unique social strategy.
Why to Schedule in Advance
Scheduling your regular updates in advance can help you save time and keep your social media accounts fresh. If you routinely go weeks without updating your social profiles, scheduling large blocks of updates several days in advance can help you stay on top of your strategy. Simply set your statuses to publish and forget about it.
Dos and Don’ts to Follow
Think you’re ready to start automating your updates? Before you jump in feet first, keep the following keys in mind:
● Do: Focus on evergreen content. Don’t write time-sensitive updates that won’t be relevant when they appear days later.
● Don’t: Automatically tweet to people who mention your brand. This feels inauthentic and spammy.
● Do: Smatter your relevant updates between scheduled statuses to keep your feed spontaneous.
● Don’t: Overlook the performance of your statuses. If you’re using a tool like Hootsuite or Tweetdeck, it’s easy to review how many people are clicking your links, favoriting your updates, and sharing your content with others.
● Do: Carefully consider when your statuses should appear. It’s smart to target users when they’re likely active on social media. Before work, lunchtime, and in the early evening are all great options.
Scheduling tweets and updates far in advance has some great applications. Use it to stick to a tight editorial calendar or schedule a bunch of statuses to update while you’re disconnected on a long vacation. Whatever you do, don’t allow automation to make you lazy. Continue to invest your best efforts into your social strategy and you’re bound to see results.
Plenty of brands successfully use automation to simplify their social media activities. While it may appear intimidating at first glance, learning to schedule updates is quite simple. If automation fits within your social strategy, pay attention to your social performance and continue making tweaks to ensure you’re getting the most out of your social media presence. Happy tweeting!
As you strive to connect with consumers, it’s important to build a comprehensive marketing strategy for your brand. While traditionally this process involves identifying your target audience, crafting a meaningful value proposition, and addressing the pain points your customers face, brand storytelling should also form a fundamental component of your marketing endeavors.
Sharing your brand’s story evokes an emotional response, in turn contributing to increased brand loyalty and an uptick in sales. Use the following ten tips to begin sharing your brand’s story in a relevant, fruitful manner.
1. Start from the Beginning
Before you hit the drawing board for your next marketing campaign, work to outline a story arc for your brand. Cater to an audience who may have no understanding of what your brand represents.
2. Capture the Audience’s Attention
Emotion is the driving force behind many of the most successful marketing campaigns in history. Think of iconic advertisements that caught the world’s attention—from I’d Like to Buy the World a Coke to those heart-wrenching Sarah McLachlan ASPCA commercials, emotion captures the audience’s attention.
3. Develop Your Characters
Just as a novelist labors of his portrayal of his protagonist, work to let the personality of your brand’s players shine through. No matter whether you’re highlighting executives within your company or customers themselves, characters push your story development forward.
4. Focus on Authenticity
Sharing a story does not mean you should create a tall tale. Instead, you want to build brand trust by telling a truthful story that highlights the strengths of your brand. Don’t alienate would-be customers by spinning inauthentic yarns.
5. Reveal Your Brand Value
As enjoyable as a good story can be, your ultimate goal isn’t simply to entertain. Your value proposition should shine through every element of your story. Maintain that focus to get the most out of your storytelling efforts.
6. Embrace Cross-platform Storytelling;
Storytelling in the 21st century extends far beyond the confines of a simple advertisement or two. Cross-platform storytelling boosts message retention and visibility of your story.
7. Build an Editorial Calendar
If you read a chapter or two of a novel and then pick it up again several months later, you likely won’t remember where you left off. The same is true for your audience. Don’t publish a single blog post and wait for months on end. Build an editorial calendar and keep your story moving.
8. Provide a Timeline
Good stories have a definite timeline: beginning, middle, and end. Take your audience on a journey, but don’t lose your customers by segmenting your story. Strive to offer a clear start and finish for every part of your story.
9. Keep Your Message Consistent
Consistently changing your brand’s voice will leave your audience confused. Don’t breed distrust by changing your message too frequently. Make certain every story you share contributes to the overall identity of your brand.
10. Don’t Show All of Your Cards
When sharing a powerful story, it may feel tempting to give your audience all the pieces in one fell swoop. While it is important to provide components that can stand on their own, try to keep your readers engaged by building a story that gradually unfolds across your various marketing channels.