Marketing
Market Research is essential and funding expert advice and support is the most necessary expenditure.
Research should include:-
consultation with the trade visitor survey review of trends domestic and overseas travel trade survey appraisal of literature and existing marketing
There are two distinct aspects of marketing to be considered here.
1. The area - if the area has not previously been marketed as a destination for the niche products identified then it is important to market the area to the different market segments i.e. people looking for fishing holidays are different from those wanting cycle breaks.
Working with WTB and regional Tourism Partnerships, seek expert advice and carry out research into most suitable markets, including local, regional, national, overseas, niche, etc. and ensure there is a well co-ordinated, organised approach to the development, promotion and marketing of the range of holidays and visitor activities identified, but not until there is a critical mass of developed quality products.
Bear in mind that if the area is close to urban conurbations then day visitors are an important market. To highlight the area to them consider organising awareness events e.g. walking festival, guided walks from railway stations etc, target key interest groups in the urban areas – ramblers, cycling clubs.
2. Individual businesses - business proprietors wishing to develop an opportunity for themselves also need to understand and develop their own marketing opportunities.
Whilst both the small accommodation and activity provider and craftsman should produce their own marketing plans, direct links into some specialist and overseas market could be at best costly and time consuming, but at worst, not an efficient or effective investment of time or money. An existing marketing business might already exist that could take on this role, if not it may a role for the tourism association to develop.
It
is essential therefore, that a major effort is made to ensure these businesses have easy access to marketing training and the support of a marketing advisor.
-33-
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82