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Paul Penafiel Tells It Like It Is
Name : Paul Penafiel
Age : 37
Residence: Vancouver, B.C. Canada
Q) When did you first start out online?
A) It all started in 2000.
Q) What's the main focus, program-wise of your promotional activities?
A) Right now, I'm...
Reach Your Web Site Goals By Attracting the Right Visitors (Part 2 of 2)
An important question to answer when creating or revising a Web site is "What are the goals of this site?" because the answer will drive your site design and marketing decisions.
In Part 1...
The EASY Anyone-Can-Do-It Way To Write Free Reprint Articles
Copyright 2005 Steve Shaw
As you may already know, writing free reprint articles and then distributing them to publishers and web sites is one of the best ways to promote your web site - a single article can result in hundreds of new links to your...
Top 6 Reasons for having a RSS feed - Come and explore the possibilities!
Getting traffic to your website can be hard. No one just randomly types in "makelotsofmoneyonlinequicklyandfromhome.com" and with this market slowly being filled in, it is hard to get a good rank on Google, Yahoo, MSN, Ask, and all the other major...
Using Product Recommendations To Increase Your Bottom Line
In affiliate marketing, there are many ways in which you can
increase your earnings and maintain the account that you have
worked so hard for already. Most of the techniques and tactics
can be learned easily. No need to go anywhere and any...
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Marketing Tourism Online, part one: The Basics
This is part one of an article series which will introduce some basic strategies, considerations, elements, and techniques for marketing tourism products online. We plan to update and refine these articles as situations change and when we have new knowledge to present. You can request to be notified when a new article in the series is available.
Opportunities and room to improve
While most tourism organizations are by now familiar with the Internet, far fewer have really gained an understanding of the technologies, new resources, new communication opportunities, and the requirements that they represent. These tips and explanations should prove a useful introduction.
While new technologies provide new opportunities, they don't change the basics of marketing: people, product, price, promotion, and distribution. Know your target markets, understand their purchase decision processes, and offer them the right product, at the right time, for the right price—and correct your course continually.
Shaping the purchase decision process and the tourism experience
Your online communication with customers can be used to shape outcomes in the following circumstances and stages, in relation to a potential tourist's purchase decision and tourism experience. Good communication can:
Build awareness of a product or destination, and reshape existing perceptions;
Generate interest;
Provide information to turn interest into desire;
Transact the actual
purchase or series of purchases;
Provide reassurance of a good purchase and offer preparatory information for the actual tourism experience;
Continue to provide information, shape perception, and improve the experience during the tourist's journey;
Aid and deepen memories after the tourism experience;
Build upon your relationship to your customer, to add value for both you and the tourist; and
Encourage referrals and generate repeat business.
There are different goals to achieve and appropriate methods of communication for each of these circumstances. Adding further complexity is the fact that different people (family members, friends, co-workers, etc.) may be involved and have varying importance at different stages of one purchase decision!
In conclusion
Despite these complexities, there are some basic guidelines which will help you communicate and market effectively online. The next in this series of articles presents advice for attracting visitors to your website.
(Seattle, USA; August 2004)
About the Author
Bryan Wilson is a travel marketing consultant and partner in Leave Home Productions
Leave Home Productions (http://www.leave-home.com) provides marketing services and tools to tourism-related businesses and organizations. Our clients benefit from strategies, tools, and creative concepts developed to clarify their needs, make use of their resources, and help them achieve their goals.
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