The cost of advertising can be a major expense for almost any business. For tourist industry based companies, this expense can represent a large portion of their operating budget and can mean the difference between success and bankruptcy. Fortunately, there are opportunities available to these businesses that can enhance any marketing plan for little to no cost. In this article I will explain the impact of tourist based businesses and explain how they can identify and utilize free or low cost opportunities to market their business.
Instructions
1. The first step is to understand the impact that a tourist based business can have on a local economy. Simply put, any business that attracts tourists will also attract new customers for other businesses in the area. Tourists who come to a certain area because of a particular hotel or attraction will also spend money at local restaurants, stores and other attractions. Begin your search for free marketing by contacting other local businesses and proposing a co-op advertising plan. This can often result in lots of free exposure for your business. One possibility would be to suggest joint specials between your businesses, such as offering a discount at a local restaurant for tourists who present a room key to your hotel. Another idea would be to offer transportation and discounted tickets to your museum or gallery for guests of a partner hotel. Co-op specials such as these offer your guests a great value on other products or services and expand your marketing to the customers of other businesses. Best of all, it won't cost you anything.
2. The next step is to fully utilize Internet marketing. Although there are lots of websites that will put up banners for you at a cost, you can also find sites that will promote your business for free. Search for travel related sites and sign up for their newsletter or marketing. Many of these sites will let you put up a simple listing or link to your business for free. Also, do not forget social networking sites such as Facebook or MySpace. These websites can offer a great deal of exposure at no cost. You should also contact local publications and radio stations to see if they will put up a free link in exchange for discounts or tickets that they can give away during drawings or contests.
3. Next, you should contact your local Chamber of Commerce, Convention & Visitors Bureau, Tourist Bureau or any other local business organization. These entities exist for the sole purpose of promoting a certain city or area and attracting tourists to the area. They are often government run or subsidized and are always extremely happy to have cooperative business owners who want to help the cause. They can often offer free marketing through their website, co-op advertising, referrals or, in some cases, tourism grant money. For example, a contemporary art museum that I work for recently received a grant from the local Convention and Visitors Bureau for nearly $25,000 to help promote an upcoming exhibition. They offered this money since they know that people coming to the show will need a place to stay, places to eat and so forth. It is considered an economic stimulus for the community that should return much more than the grant amount to local businesses.
4. Your last step should be to exploit your existing customer base for help. These people represent a satisfied base of customers who can help spread the word about your business, while possibly attracting tourists that will patronize their company. This is another example of business co-op marketing.
5. Any hotel, attraction, or other tourist based company that can help increase tourism spending within a city or other local area has much to offer the business community. The best method for free marketing of your business is to talk with your fellow business owners and decide how you can help one another. These simple steps will cost you nearly nothing, yet they can offer priceless exposure for your business.
