Yes, there is the National Press, usually in supplements or the pull out magazine feature, however they tend to be expensive and require at least a bold effort on your part with 4 weekly ads. I have never seen payback from this although it does expose your brand to a large audience.
Try to think of yourself as a visitor to another area you have never been to. Write down the process you go through to get the information you need to book your holiday. Then place your advertising in places where you think it will be effective and don’t just use the scattergun method and “hope for the best”. You can also ask other people in your neighbourhood or business club which advertisers return real bookings.
Its important to have a way of measuring the effectiveness of each and every one of your ad campaigns. I tend to use a KEYWORDED approach where the ad responders have to quote a keyword to get a small discount. Because I know which keyword relates to which campaign, I can easily measure effectiveness.
I have also used LANDING PAGES and QR CODES. A landing page is a specially created informational web page on your website that can only be accessed by typing in the address included in your ad. You can embed this in a QR code if you want to spare your customers typing in long URLs. At the end of each month you can look at your Google Stats (or similar) to see which landing pages returned the most visitors to your site.
Remember marketing gold lies in the less obvious places – who would have thought that German Bikers were numerous and affluent and that they find the quieter roads in rural areas of Scotland and England “wunderbar”. I believe they have their own Bike Magazine with 135,000+ readers.
TV : Deep pockets but regional spots (on channels people actually watch) can be cost effective if you need the INSTANT jolt for your forthcoming event.
Radio : Adverts could be cost effective – but production costs can quickly add to the bill. The best spots in Radio are well known and command the best prices.
FREEBIES
Invite journalists to your accommodation. Make sure YOU have done THEIR work for them by having a press pack with all the really important stuff about your accommodation listed and the reasons why its the best in the ares (your USPs). Pictures for Magazines need to be good quality – have them ready or accessible. Its sometimes a good idea to have your web company pop three killer shots of your accommodation or surrounding area on the website. This means journalists can “lift” them from directly from your website – who knows, while they are there, they might spot something interesting else to write about you on your website .
Local journalists need a hook for their story.. so dont just tell them they can stay for free; offer a STORY to go with your promo.
We once held a Bridal Gown Expo at a hotel. This got all the traders (and wives) up to stay at the hotel using the hall for free to display their wears. Room prices were on special (33% of normal rate) and meals were irresistible and at a fixed price. An ad went out in the local papers for girls to act as models for the bridal gowns as well as advertising the event itself. The girls brought mums, dads and boyfriends. Who all bought food and drink. Journalists covered the event and we could even have had the TV there if we had more marketing savvy or contacts. The day was a great success with promises were made for the event to be repeated annually and the locals go to know their hotel in a new light. Even though rooms are sold at 33% this still covers overheads and keeps people in job.
This formula can be repeated throughout the lean months. Car dealers, music festivals, solar panels, electric bicycles, holiday agents are always popular in rural areas – use your imagination…
Look at places like Ullapool in the Highlands – they are switched on as regards events that fill local B&Bs and utilise small local businesses.
WORD OF MOUTH
Its important you are known so make sure everyone in the local community knows WHO you are, WHAT you do and WHERE. This is a “platinum” phrase and we’ll come back to it in Google optimisation. The WHO is the brand name e.g.: Granny’s Heilan Cottage. The WHAT could be “guest house” or “hotel”. The WHERE is your address and your web address. Could be a business card or flyer would be handy here.
Local people have brothers, mothers and family who will all come to visit and will need somewhere to stay – so its best that when they do come, the first place they are recommended is YOU!
If you are seasonal business, then out of season you could well be relying on local trade – so be nice to people and offer discounts.
In season if you are full up (ie a B&B) send ad hoc or “chance” visitors to your friends B&B down the road by phoning first “to see if they have space” – in other words remind them who send trade to their doorstep. They will reciprocate some day and your area will get a reputation for being helpful and amenable.