Summer is a crazy season. All of the kids are out of school, they and their parents head out of town, and tourists show up en masse. This is disruptive no matter how you look at it, but it can be extremely lucrative with the right summer marketing campaign.
Know your current customers.
Perhaps you are a lunch restaurant who serves the business crowd, or maybe you are a yoga studio that caters to condo dwellers in a certain area of your town. You know who your regular customers are and you likely know why the come to you rather than the competition. The key to finding more people just like them is to know more about them. If you haven’t already started doing so, you need to get an idea of more of the details about their lives. Are they young or old? Single or not? Do they have kids? How about pets? Once you know all about them, you can start looking for ways to connect with tourists just like them. This can serve you well in your working business plan as well as this specialized summer marketing campaign.
When tourists come to a new town, they are in need of recommendations. Is your business well represented on review sites? If you have a service business like a coffee shop or a dry cleaner, make sure that any information about your business online is accurate. If there is a chance for you to add information, do it. And ask some of those favourite clients to give you an online review – they love you already, why not see if they would be willing to tell others about it?
Get on the forums that tourists frequent and set yourself up as the expert on your local area. You can establish a trust relationship with these potential customers and even get them to recommend you to people they know, even before they have arrived in your city.
Partner up with other businesses
If your products or services could go well with another company’s products or services, work together for maximum effect. If you run a successful bicycle repair shop that also does rentals, why not have a referral arrangement with a deli that can provide picnic lunches to people who want cycling excursions or with a local youth hostel.
What innovative summer marketing campaigns have you tried to make the most of the tourist economy?
Photo Credit: Klearchos Kapoutsis via Creative COmmons