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In the world of destination marketing, where brand proposition and multi-channel strategy jostle for attention, efficiency is key. We're all about big gains for small resources.
For marketing managers overseeing destinations, whether a university city like Oxford or historical hotspot like Vienna, the challenge is to stand out in a crowded market while managing numerous campaign facets. We are increasingly driven by price as a factor when it comes to travel with cost of flights or trains often dictating where we go alongside the pull of cultural attractions, cuisine and, as much as we hate to say it, Instagram moments.
Here are some effective tactics to consider:
Marketing tactics for destinations and DMOs.
1. Leverage Storytelling:
Every destination has a story. Oxford’s scholarly legacy and Vienna’s imperial history are narratives that can captivate audiences. Craft stories around these unique aspects to create an emotional connection with potential visitors. The key is to create situational relevance - tie rich history into present day talking points or personality traits to engage new audiences - especially Gen Z.
2. Utilise User-Generated Content:
Encourage visitors to share their experiences online. User-generated content not only provides authentic testimonials but also increases engagement and reach. If you're looking to facilitate more UGC within your marketing strategies and campaigns, be careful not to manufacture it to a brief. When a guest posts a piece of content that you love, get in touch and ask for permission to use it on your channels. You could consider inviting them to create more content for you on a paid or gifted basis - just make sure it's fair and transparent for all parties.
3. Focus on Niche Markets:
Identify and target niche markets that align with what your destination offers. For instance, Oxford could appeal to literary enthusiasts, while Vienna could attract classical music lovers. Those are pretty generic examples, and you'll be able to get far more specific. Even better if you can tap into trends that are currently hot topics within those niche markets and create content to promote conversation with that audience.
4. Invest in Visual Content:
High-quality images and videos are crucial in destination marketing. They should showcase the best your destination has to offer, from iconic landmarks to hidden gems. This doesn't have to cost the earth though. The key is to capture content from the eyes of the perspective. It's down with long showcase style videos and in with an hour or day in the life - create scenes as they are explored, not as they are presented.
5. Optimise for Mobile:
With most users accessing information on-the-go, ensure your content is mobile-friendly. Quick-loading pages and easy navigation are must-haves. That goes without say but always deserves a mention. This applies to your channels of choice and the overall customer journey. Short, bitesize, tip based content, with the option to save pieces of key information like maps or instructions so they are also available offline makes you a valuable, memorable resource.
6. Collaborate with Influencers:
Partner with influencers who resonate with your target audience. Their endorsement can significantly boost your destination’s visibility. And you don't need to go for the big hitters with millions of followers. Pick creators with a following of 10-50k followers and craft much more personal, tailored relationships which allow you to put full trust in the creator. Give creators free reign on what and how they create and the results will be far more authentic. Of course, provide itineraries of must see attractions, and arrange access as needed but let the rest of the agenda be at the direction of the visitor.
7. Engage in Local SEO:
Optimise your content for local search terms related to your destination. This will help you capture the attention of people actively searching for information on these destinations. Have a look at what ranks top of page 1 for related search terms like 'things to do in Oxford' or 'must see places in Vienna'. You'll find a mix of OTAs listing attractions and experiences - are there opportunities for you to partner with them? Editorial - reviews and listicles that you could be a part of, so contact the editor or writer. And destination sites like VisitBritain or Experience Oxfordshire - are you a member? Could you join and raise your profile?
8. Offer Virtual Experiences:
Virtual tours can pique interest and lead to actual visits. They’re especially useful for busy individuals who might not have the time for an immediate trip. A virtual tour will often push the 'should we go?' visitor over the line if you can showcase just how much your destination has to offer. This could be created internally or in conjunction with a content creator. If there are particular things that are only accessible in certain seasons or on set occasions, think about how virtual tours could add value outside of the purchase journey and drive traffic to your channels. Also consider how this type of content could help to drive visitors in your quieter off peak times.
9. Create Interactive Campaigns:
Interactive campaigns that involve quizzes, contests, or games can be very engaging and shareable, leading to increased brand awareness. Gamifying content can help to create a much bigger buzz around an event or new experience, and allows you to grow your database by capturing emails as well as driving traffic to your channels and increasing followers and engagement. This could be done in conjunction with an attraction or experience or standalone focussed on the destination as a whole, maybe based around an anniversary or special occasion.
10. Monitor Analytics:
Use analytics to track the performance of your marketing efforts. Understanding what works allows you to refine your strategies for better results. Remember that you are serving two different objectives - overall brand awareness which is your long-term strategy, and tactical marketing reach and engagement, designed to create a short-term burst of activity and traffic. Look for spikes in traffic and qualify how you can replicate that success using other tactics and platforms.
11. Remember the Content Multiplier
With budgets and resource always being limited, the content multiplier is always your friend. At the start of any marketing activity, ensure that you have a plan to repurpose your content on each channel, with all of those driving back to one central place of action. That could be Instagram, Tiktok, a blog, partner sites and more - and all driving back to one place - a website landing page, a sign up form, a ticket booking page and so on.
In conclusion, effective destination marketing requires a blend of creativity, strategic targeting, and leveraging all of your content channels to tell compelling stories that resonate with potential visitors.
By implementing these tactics, as a marketing manager, you can successfully promote your destination with the small budgets and limited resources that are often a challenge.
If your tactical marketing strategy for your visitor destination lacks oomph or just isn't cutting through, let's talk about how your wider brand strategy roadmap is working. I can help you to find the opportunities hiding in your brand roadmap so that your tactical activities stand out and drive clear engagement and ROI. Let's talk.
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