At McQueenie Mulholland, one of our areas of expertise is in the tourism, hospitality and food sectors. It’s an area that members of our team have a lot of experience in, and our clients include hotels, campsites, restaurants, farm shops and wedding venues.
Traditionally, the summer months is when work in these areas really ramp up, and we know from talking to our clients that when they’re really busy, understandably, they just don’t have time to focus on marketing and communications planning.
So we thought we’d put together a few of our top tips and reminders, to help keep us all focussed during (perhaps!) a quieter time so that you’re raring to go and all set up for the busier times.
What’s your website doing?
Ok, so you may be having a bit of a quieter time at the moment, but don’t forget that your online presence is working just as hard as it does at all other times. What are people finding when they do a search for your product/service? If all of your competitors are appearing on search engines before you, it’s time to think about SEO (Search Engine Optimisation).
What about some planning?
Now is the time to be writing your communications plan for next year. When are the times that people are most likely to be wanting to book? Is there a campaign that you could be running to coincide with this time? Perhaps you’re a restaurant and you think people will want to come on Valentine’s Day or Mother’s Day? Or maybe you’re a hotel and you want to get people booking up for the spring bank holidays? Have a think about when those times are likely to be, and work backwards. Maybe you want to incentivise people so that they book earlier than usual? Get planning!
Pictures paint a thousand words! Do you have a great selection of images to use on your website, social media and in your marketing material? Now could be the time to have a photoshoot. Try to think about the things that set you apart from your competitors. Focus on what makes your customer’s experience really special? Do you offer log fires? Take a picture of somebody drinking a cup of coffee in front of one. Do you pride yourself on your great accommodation? Get a photograph taken that shows off what you think makes it stand out.
Do you know your customers? Why do people book with you and not your competitors? Do you know why they like you? Are there any aspects of your service that they don’t like? One of the things that we always recommend our clients focus on, is research and data. With decent data, you can send individual targetted communication to each customer group meaning that they’re only receiving a genuinely relevant newsletter and emails from you. This is something that so many companies forget or don’t make time for, but it can make such a huge difference, and enables companies to really get to know their customers.
This might be something that you don’t have a lot of time for during the busiest times of the year, so now is a great time to make sure that your profile page is up to date, and showcases your business to the best of your ability. Why not set up some scheduled posts so that you can still keep in touch with your followers? Keep changing photographs and showcasing what makes your business stand out. And use this time to get more followers, so that when you are busy, you’re able to interact with a larger number of potential customers.
There are lots of ways that McQueenie Mulholland can help. If you’d like to talk to us about any of the above elements, we’d be delighted to hear from you. Give us a call on 01392 423060 or drop me an email on firstname.lastname@example.org.