Marketing

Ten Marketing Tips to change the 'Credit Crunch' challenge into an opportunity

The tourism industry has recognised that rising costs combined with falling consumer confidence will affect prospects in the coming months. But it is not all bad news, as consumers persuaded by a weak pound and higher fuel costs to stay closer to home represent a real opportunity for local tourism businesses.

Here we offer you 10 tips, courtesy of Enjoy England, to help raise the profile of your business and respond to the challenge of attracting customers during the current economic downturn.

TIP 1: START WITH PR

Research shows that consumers are much more likely to act on something they have read in an editorial article than paid-for advertising, with journalists seen as a more credible, neutral source of information.

Ensure that you court your local or regional media journalists and get a feel for the kind of stories they are looking for. Don’t forget some journalists may be receiving scores of press releases or phone calls at their desk every day, so what story do you have that is going to make your business stand out from the crowd?

Perhaps you would like to offer a familiarisation trip for a journalist or organise a photo call if you have a new addition to your business you want customers to know about? If you are writing a press release never forget the 4 “W’s” – What, Where, When, Why – in your information to ensure you cover the salient points.

If you have a story of national importance, work with the Enjoy England PR team who are constantly ‘selling in’ stories to national travel journalists every day.

Don’t forget – PR does not just have to relate to print media. How about fixing up a slot to be interviewed on local radio or TV? Online media outlets, such as Times Online or Guardian Unlimited now have huge coverage too.

Top 10 Marketing Tips Download 'Ten Marketing Tips for the Credit Crunch' here 1.5 MB Adobe PDF