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I've posted some of these articles before. They're aimed at marketing your community but much also applies to marketing accommodations...
Why 97% of Your Advertising is Ineffective - Part II
A continuation from last week, where I told you about Reasons #1 and #2:
Roger Brooks
Author | Speaker | Destination Expert www.RogerBrooksInternational.com
Why 97% of Your Advertising is Ineffective - Part II
A continuation from last week, where I told you about Reasons #1 and #2:
- Reason #1: Trying to be all things to all people
- Reason #2: Marketing place before experience
Here are reasons #3 and #4, and what to do: - Reason #3: Using mundane text and photography
There’s nothing more boring than elevator music (video or radio ads), or photos of scenic vistas without a soul in sight. To win you MUST evoke emotion. If your headline is boring or generic we won’t remember it. We are drowning in advertising overload so your ads MUST be memorable. Once again, I’ll show you some examples next week.
What to do: Make sure you have photos of people enjoying your activities – whether in a spa, or careening down a mountainside on a bike, or reading a book in front of a cozy fire with snow falling outside. Your art should get the reader to instantly think “I want to do that!” And make sure it fits ONLY you in your marketplace. - Reason #4: Not telling me WHY I should visit or buy from you
Don’t tell me what you have, where you’re located, or who you are until you’ve told me WHY I should visit you. McDonald’s famous (and effective) campaign, “You deserve a break today” wasn’t about food. It was aimed at moms – they deserve a break today, so get up and get away – to McDonald’s. The most successful tourism campaign, perhaps in North American history, is Las Vegas’ “What happens here, stays here.” It’s not about what they have (entertainment, gambling) but WHY you would go there over other places.
What to do: I’ll cover this more in coming weeks, and this one requires digging deep. Alpena, Michigan is hitting a home run with its “Sanctuary” brand based on the National Marine Sanctuary of Thunder Bay and the 54% of Americans who are dealing with stress in their lives. I’ll showcase their ads in upcoming weeks. A water park that asks us “How loud can you scream?” will be more successful than the water park that tells us “The largest water park in Central Ohio.”
Roger Brooks
Author | Speaker | Destination Expert www.RogerBrooksInternational.com