Tourism marketing can take many different forms, and a good campaign will be able to make the different media involved work in unison to deliver a seamless experience. Whether a publicity strategy involves newspaper or publication advertising, television advertising, or even online marketing, each aspect of a campaign can interact with the others in order to give your target market many different 'entry points' to accessing your message. While the goal of any campaign might be simply to raise awareness, if the objective is to engage your target market, and spark conversations to lead to conversions, then effective entry points for audiences interested in your message are a must. Here are some examples.
Print Adverts
When print advertisements are placed in publications, they're usually carefully chosen to appear in places where a target market will have easy access to them - and hopefully regard them favourably. Placing an advert in a specialist magazine might be a more targeted choice in a tourism marketing campaign than an advert in a national newspaper, for example. The strength of a print advert lies in the textual nature - since it is a permanent document, it can contain more information and contact details than many other entry points, making it an ideal way to invite the target market to get in touch in a way they feel appropriate. In turn, this can increase the chances of an enquiry leading to a conversion.
Television Advertising
While the cost of television advertising is high, the potential audience is massive, and adverts can be placed on suitable channels to increase the exposure to your target market. One of the factors in providing an effective entry point, though, is timing. Adverts generally have a very short space of time to show a clear way for consumers to contact the advertiser, and it can be effective to include one method of getting in touch, which in turn should be as effective as possible when it comes to sales conversions. For example, a tourism marketing advert on television that invites the target audience to get in touch via Facebook, for example, will need a well-structured and well-thought out Facebook page and campaign to coincide.
When it comes to tourism marketing, a campaign using effective entry points for your target market can do more than just raise awareness of your destination - it can result in increased enquiries and conversions as well, and deliver far more value that you might expect.
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