Tourism companies and scenic spots put a lot of effort into promoting and increasing their popularity. Advertising is a way to solve problems. However, through actual operations, it can be found that the results are far from expected. Improper advertising leads to huge waste. How to use money wisely in advertising so that every penny spent by tourism companies is effective?
There is a popular saying: "I know that at least half of my advertising money is wasted, but I don't know where it is wasted?" According to the characteristics of tourism products: they cannot be triggered, cannot be copied, and are generated and destroyed immediately. We should consider the following aspects when placing ads:
Sales and advertising go hand in hand
Advertising is already overwhelming, and the product has not yet been spread, so it will naturally not be able to create magical sales results. This problem occurs in many tourist attractions. Because many managers are not familiar with the characteristics of tourism, they think that tourists will come by themselves after advertising, and even familiar tourists need guidance. Oriental Self-Driving Tour (www.68trip.com) is different from the scenic spot programs of other websites. It truly analyzes the reasons for choosing scenic spots from the perspective of consumers, so that travelers are not blind, and the advertising effect is relatively good.
Terminal promotion and advertising work closely together
Misunderstanding: If you build a good terminal, sales will increase, so you don’t need to advertise.
Many scenic spots think of printing more leaflets and placing them in travel agencies so that tourists can see them directly when they come for consultation, and then the tourists will come back. These methods were OK in an era when products were scarce, but now is an era when tourism products are abundant. Tourists are very rational about traveling. They will not travel just by looking at the leaflet, but they must carefully select before making a decision. The terminal plays the role of direct sales, while advertising is the promotion of image and brand. Oriental Self-Driving Travel and the practical needs of readers are put first, ultimately winning more support and trust.
Advertising media choices should be diversified
An advertising campaign is no different than waging a real war, and no one can win it all with planes or artillery alone. Oriental Self-Driving Tour has a large number of media partners in the same industry, showing unique advantages in communication and promotion at different times.
1. Simple TV advertisements sometimes cannot fully convey the information about a scenic spot, causing consumers to know your brand but not exactly how to get to the scenic spot, what is there to do, and what the characteristics of the scenic spot are. At this time, it would not work without the cooperation of newspaper soft articles, online articles, and magazine introductions.
2. It is also common to invest millions in image advertising in central media. And ignore the publicity of the target market. The national market cannot be all red or all black. It is common for some areas to sell well and some areas not to sell well. That kind of media placement that grabs beards and eyebrows has no focus and priority, and will only lead to a waste of advertising dollars. At this time, key areas need local media to cooperate.
Combining online advertising with offline activities
Eyeball economy is a commonly used term. If advertisements in scenic spots want to have a greater effect on the target market, they should consider combining them with major activities in the scenic spot. One is that there are many projects during the event itself, which can attract the attention of tourists through the introduction of advertisements. Second, concentrated advertising during a certain period will create hot spots, which can achieve twice the result with half the effort. Third, major events themselves are good news and can form news highlights, and the brand of scenic spots can be enhanced through soft articles. Fourth, major events have a wide impact and can penetrate all-round information about scenic spots into the market. Oriental Self-Driving Travel regularly organizes self-driving travel activities and other large-scale online activities, which attract high attention and achieve good results.
Investment planning and publicity sustainability
This is also known as the part obeys the whole. This is also the starting point for formulating an advertising plan, that is, a reasonable and orderly direction and cost breakdown should be carried out closely around the goals of the annual marketing strategy, and it is necessary to distinguish what kind and amount of advertising support is needed in which links, including market and non-market needs, etc. wait. Because the growth of a scenic spot brand does not only come from the sales performance of the product in the market, a good corporate social image also helps the scenic spot gain support from the government and other aspects of the environment. Similarly, scenic spots need to be disseminated in various aspects such as safety, services, human resources, cultural exploration, etc., and they are all part of the scenic spot brand.
With the introduction of scenic spots that have cooperated with Oriental Self-Driving Tour, Oriental Self-Driving Tour’s advertising promotion is continuous. In addition to the placement of hard advertisements, it also includes the release of soft articles, irregular on-site interviews, and batch reports to provide advertising services for merchants. To all aspects, focus on effects.