A Different Perspective on Tourism Marketing That is Unique to Locally Owned Businesses

by Joanne Steele on December 15, 2009

Many of you have just received my lastest newsletter, “A Different Perspective on 2009 From Rural Tourism Marketing.”

I received the following response from Doug Cole, owner of Marble Mount Guest Ranch, a unique, family owned dude ranch in the mountains of Northern California.

The Marble Mountain Ranch Family & Staff

The Marble Mountain Ranch Family & Staff

“Hi Joanne, I like to take the different perspective of reviewing how unique and different my business and product is from the competitive world.

It makes me feel like an individual in a “corporate setting” and it vitalizes my thoughts towards ways to better tell my absolutely unique story to the world of prospective consumers.

This also divorces me from the reactionary marketing plan of lowering prices to attract consumers.   When I tell my story correctly, I can ask for fair profits, rather than giving away my life at a loss.


When we remember that people are seeking authentic, rural experiences like Doug’s, and like each of you provide, it makes perfect sense to focus on Our Story.

Thanks Doug, your thoughts are a valuable reminder to passionate rural tourism business owners all over the world.

For those of you who haven’t subscribed to RTMG’s newsletter (fill out the form in the right column on the home page before you leave today), here is a reprint:

Happy Holidays from RTMG!

Besides all the Holiday bustling and activities, this is the time of year when small towns and their locally owned businesses look back and assess the year. Here’s a little gift from we folks at Rural Tourism Marketing Group.

A different perspective…

Instead of studying ledgers and traffic and sales which are beyond your ability to do anything about anyway, look at something that can help you create a more prosperous New Year.

Look at WHAT HAS WORKED for you this year. You’re going to be surprised at what you discover.

I chair the revitalization committee for a little town of under 2500 people with 20 empty storefronts and too many houses with for rent and for sale signs on them, and this team of residents discovered 40 vitally important things that are working in this town.

We can and will use that information to plan our coming year.

The key is to get out of the funk and look at what worked for you in 2009.

You’re going to feel so much better than if you spend your time studying your problems and failures, things you can’t do much about now anyway.

Read this past post at RuralTourismMarketing.com, “How to Approach Business Challenges By “Breaking the Rules!” to learn more about where this idea came from.

Next month we’ll talk about how to use your list of “What’s working in 2009” to build a plan for success in 2010.

Best wishes,

Leave a comment letting us know your “different perspective”.

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