FOCUS ON: MARKETING
However, there are situations when even it can be used to deliver a precise business benefit, as illustrated by David Jackson, head of marketing at Bath Tourism Plus, the organisation, which like Destination Bristol, was jointly set up by the Initiative and the local authority to increase the number of visitors.
DEV CHAKRABORTY HIGH GROWTH COACH, BUSINESS WEST
DAVID JACKSON HEAD OF MARKETING, BATH TOURISM PLUS
“There were something like a thousand tweets during the day and 200,000 individuals who were aware of the exchanges”
David started by persuading a group of journalists and bloggers to come to Bath and to seek the advice of their own followers about what they should see and where they should go to eat or drink. “We also sent out tweets to alert all Bath Tourism Plus followers and the word spread widely. In fact there were something like a thousand tweets during the day and 200,000 individuals who were aware of the exchanges.
“That provided us with a huge boost to the Bath brand with the real potential that a good number of those people could become interested in visiting the City in the future and even going to the places mentioned in the tweets. And the second benefit was it raised the profile of Bath Tourism Plus amongst industry professionals,” explained David.
Quality not quantity
Whether you choose a modern method to get your message over or stick to the tried and trusted, another issue to contend with is ensuring that the recipient views it as positively as possible, something else that is a concern for Dev Chakraborty. “The worst possible thing is for people to feel they are being bombarded with a mass of marketing material or being subjected to a hard sell. Because modern technology makes it so easy to send out something like an e-newsletter there can sometimes be the temptation to over do it. “Sending things out quarterly is a good starting point as far as frequency goes. That’s often short enough to make sure the recipient remembers who you are but long enough for you to have something new and interesting to say,” he added.
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Business West Update JANUARY/FEBRUARY 2012 13
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