But, if you’re having trouble pinpointing and communicating your key differentiators, it’s time to get back to the basics.
- Determine your target audience. It may have been a while since you stepped away from your business and thought about why you started it in the first place. Revisiting that question can help you refocus on who your experience was designed to serve.
- Create a value proposition (What do your visitors really want?). Think about what your customers are paying for when they buy a ticket. As Steve Jobs said, “You’ve got to start with the customer experience and work backward.”
- Drill down some unique selling propositions (USP) that support your value proposition. If your value proposition speaks to luxury, then drill down specifics as to what makes your brand higher tier AND different from the rest. Does your food tour get an exclusive bite at a high-end restaurant? Make sure your brand speaks to that.
- Then think about how to use all of your public-facing messaging to make this clear. Once your positioning and brand benefits are clear, think about how to use all of your public-facing messaging to convey these points exactly. Pick one hero image that showcases your “why” and use it across your website, brochure, print buys, and digital listings. Rework your “about” blurb to directly mention your selling points and update the text in all listings. Ensure that your brand’s colors and font choices pack power in the “feel” of your value proposition. Do everything you can to charge your messaging with the exact combination of line items that you – and only you – have to offer.
Yes, steps have been simplified. No, it will not be easy. But it’s worth it.
Tourism marketing is an entirely different beast than the rest of the crowd. And while it is unique in many ways, it also has its benefits. For instance, experiences have the ability to create a community of brand ambassadors just from simple 5 star reviews.
But this work takes intention. And time. And it often helps to get a second or third or even fourth set of eyes to help you refresh your perspective. See if you can recruit a few people who are further removed from your day-to-day operations to offer outside insights and help you identify business strengths that you may be overlooking.
What I recommend to my clients is to always remain curious. Do lots of testing if you can because you need those data points to ensure that your base message is on point.
And when your brand identity takes shape, you’ll need everyone to fully commit to bringing it to life. Bring your team together to go over things like your company voice and style guide.
You can always find ways to fine tune your value proposition and brand elements based on how they perform. Just give each iteration some time. And it’s only up from there.
Just remember that heart-string pull.