The Latest Economic News Reveals the Secret to Successful Small Tourism Business Marketing

by Joanne Steele on July 22, 2010

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The latest economic news is mixed on how well the recovery is going.  The thing that amazed me was that NPR reported that companies have around $2 trillion in cash on hand!!! Even big fat rich corporations are feeling cautious about spending.

So, the economic news shows us that everyone is generally spending more cautiously whether they have to or not.

What does this have to do with small tourism business marketing?

Lots. I and many of you have been focused on the mechanics of Internet marketing.

What’s taking a back seat is the good old-fashioned back to basics marketing message. I visit dozens of small tourism business websites everyday and read tweets and Facebook posts by the hundreds, and the message is essentially the same…

LOOK AT ME! I’M AWESOME! I’M HISTORIC. I HAVE THE BEST OUTDOOR RECREATION! COME HERE FOR ARTS AND CULTURE! ME! ME! ME!

When people are being cautious, they are looking for a perfect match for fulfilling their own personal needs when making a travel decision.

  • The need for more connection to family.
  • The need to feel more physically fit or beautiful or healthy.
  • The need to be a better spouse or parent.
  • …and more

You may have the best restaurant or B&B or outdoor adventure company in the world. But if your marketing doesn’t demonstrate how you will fulfill your customer’s needs, they’ll go to the next best company that does.

In this cautious economy, your small tourism business success depends upon your ability to show how you will serve your customers’ needs.

Here’s a past post with details about serving your customers’ needs. THE BIG SECRET to Successfully Marketing your Small Tourism Business.

The hard work is already done. Your business is a cluster of unique services and amenities. That’s the beauty of small tourism businesses. Each is a unique reflection of the passion and expertise of its owner.

Now, to sell your services and amenities to our cautious travel spender, stop talking about those services and amenities and start talking about your customer’s experience of them.

Remember, it’s all about the customer.

Here’s another post that talks about serving your customers’ needs:

3 Ways Visitors Create Strong Emotional Bonds With Small Tourism Towns. Principle #4.

photo by Alan Cleaver

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