The key to success of any tour is based on the marketing efforts.
Accurately defining the target audience is not enough. How to
reach that audience most effectively and most efficiently is the true
challenge. Some efforts will be necessary to generally promote the
region and to give it an image and/or identify. Those include working
with the state tourism office and in the distribution of general
materials to welcome centers.
For the specific tour, don’t overlook the media in terms of news
releases when the tour is originally announced, when it has filled, or
if there is something rather unique about it. Use talk shows where
possible and special features on one of the host stops or participants.
- Group
Target(s)
In some respects tours that target specific
groups may be the easiest to market. For example, if the
tour has a focus on history then local historical societies within
the geographic area should be one of the targets. Tour
Operators, bank clubs and selected Park and Recreation Departments
are another target. In any event some brainstorming with a number of
people involved with the tour will help to determine the appropriate
groups (such as church groups, social organizations, etc.) and to
prioritize the prospect list. Contact names should be obtained
through networking with friends, relatives and counterparts.
Once you have a name the determination should be made as to the
approach to use. Whether a specific direct mailing,
phone contact, insert in an organizational mailing that the contact
is a member of or associated with, or whether an article or
advertisement in the same organizations magazine and/or newsletter
is the most effective and appropriate.
- Individual
Target(s)
When the target participant is not involved with
a more easily defined group the process becomes more difficult.
If the target is not affiliated with a specific type of
interest, broader based marketing activities are required, i.e.
public news releases, articles and/or releases to special
interest publications, service club presentations, purchase of
special interest mailing lists (by zip codes) and mailings to that
list.
- Conventions/Meetings
in the Area
Keeping tabs on the calendar of scheduled
meetings and conventions in the region can add an extra potential.
Talking with the coordinator for the event might lead to the
possibility of adding a “before” or “after” tour on to the
agenda. This can be a “bonus” program and must be dealt
with carefully so that the organizer doesn’t feel “pushed”.
Your approach is an a value added service to their members and/or
attendees.
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