It’s the time that we have all been waiting for… Re-opening is just a few days away!
We are overjoyed to say that following the government’s roadmap announcement on February 22nd we have seen a huge boost in bookings for our clients, which has continued over the following weeks. With questions surrounding holidays abroad remaining unclear, staycations in the UK have soared, resulting in peak summer dates being booked up rapidly.
Over the last 12 months, the pandemic has greatly impacted the holiday sector, causing a shift in the digital landscape and how your customers interact with your business. Set yourself up for success in 2021 with an effective marketing strategy.
We’ve put together some tips and suggestions to aid you in adapting your marketing approach to continue attracting business and bounce back from what has been a very difficult 12 months.
If 2020 has taught us anything it’s that clear communication and an honest connection with your customers is key. Your guests are looking for transparency and confidence from you. Investing in your marketing now will pay dividends in the future.
Take into account the following marketing considerations:
If you have a “Coronavirus Holiday Protection Guarantee” scheme in place (or something similar), now is a great time to push and reinforce your messaging. Instil confidence in your customers so they are reminded their booking is covered if their plans are interrupted by the pandemic. Make sure this is in a prominent place(s) on your website, booking and marketing channels.
It also goes without saying that if you treat your customers fairly then they’re more likely to come back again and again (and tell their friends how great you are, too!).
Throughout lockdown consumers have increasingly turned to social media as an outlet to escape the four walls of their home and to connect with others. Social media activity remains very high and is a great channel to have at your disposal when communicating with your audience. Remain visible and active by engaging with your online community. Encourage people to share their holiday snaps and stories at your business to instil confidence in potential new customers.
“9 out of 10 people trust what a customer says about a business more than what the business says about itself!” 1
So, don’t forget to share those good reviews and recommendations!
Do you usually offer live entertainment? Whilst live (indoor) entertainment remains unavailable until at least May 17th, why not run a virtual event by going live on Facebook or Instagram, providing an opportunity for social interaction and maintain interest in the type of events you hold.
Email is a cost effective and quick way to maintain your brand’s presence and communicate with an already engaged audience. Sending regular emails to your customers helps to build a relationship so they get to know, build a rapport and trust you. Encourage people to join your mailing list through enticements of special offers or membership incentives so they can receive news about when they can book with you.
Covid-19 has changed a number of consumer behaviours, perhaps forever. As people have been spending more time at home, there has been a significant increase in engagement for mail. Royal Mail conducted a market research study last year and found
“44% of people said they look forward to receiving mail during lockdown, with 2 in 5 also expressing that the period reaffirmed the importance of mail.” 2
We are confident in saying that physical mail continues to play a key role in your marketing mix so don’t rule it out!
You could send a letter/mailer/flyer to:
1. Promote key booking periods. It’s essential to keep promoting your business to not only keep loyal customers but also reach new ones.
2. Reinforce the ‘book with confidence’ messaging to eradicate any fears customers may have to provide an incentive to book with you.
3. Reward customer loyalty by offering a discount code to previous bookers as thanks for their business and to encourage them to book again.
While it may seem like a good way of saving money after a difficult year, completely cutting out your marketing budgets is not the answer.
You should be regularly reviewing what is going well and the areas that need some improvement.
Pitched will continue to be open and ready for anyone who needs any guidance, even if it’s just to pick our brains; please don’t hesitate to get in touch. Contact us today on 01726 418118 or drop us an email.