How businesses can learn promotional strategies from tourist boards

California

Companies are constantly looking for new ways to improve image and will often employ a wide range of different marketing strategies at any one time to keep things fresh. Email marketing and direct mail are two of the most common methods that can be used to entice new and keep current customers. However, there is no hard and fast way to go about painting your brand in a positive light and firms can often learn as much from other companies and rivals as they can glean from their own marketing efforts.

Tourist boards are brilliant at depicting the location they are promoting as a perfect holiday destination, and some of their tactics can be mirrored in any form of business. They can paint a picture of the area’s best features, which in turn brings in revenue, so why not try to use some of the same approaches?

Don’t be afraid to experiment

Tourist boards have never been afraid to experiment in other countries in order to gain as much exposure as possible. For instance, last November, the agency Curb Media worked on behalf of the Swiss tourist board to install large blocks of ice around London to promote winter tourism in the Central European country.

Ice blocks were put in busy places such as Canary Wharf, Broadgate’s Fulcrum sculpture, Westfield Shopping Centre and St Pancras Station. Each one depicted Swiss glaciers and represented one of the five ski regions of the country. In addition, there were 75 Swiss flag cards surrounding each block and anyone that freed a card from the melting ice had an opportunity to win a winter holiday to Switzerland.

Get your brand message right

Whatever types of marketing method you use, it is the message that you must get absolutely spot on if you are to get people onside. This means that companies – just as tourist boards do – need to promote the most important details of the services the company provides and what they can expect from you. Tourist boards aim to show off the different activities that visitors can take part in while on holiday in that country, and so firms should show the services that they would provide to any potential customer. You should be attempting to provide an image of the products and services that help to make you an industry leader in your sector.

Companies should brainstorm the different things that help to make their services stand out against their rivals and show these off in marketing communications.

Highlight your best features

Some tourist boards will have millions to spend every year on marketing methods to paint their area in a positive light. Think about how much money it would cost Visit California for their recurring TV adverts that feature scores of big-name celebrities telling viewers about the joys of a holiday in the US state. Indeed, people such as Rob Lowe and former governor Arnold Schwarzenegger have appeared in the adverts.

While your company may not have the budget that Visit California does, it is vitally important that you highlight the features that make your brand great. In marketing communications, paint a portrait of your firm in the best possible light. Companies can also paint their products in a positive light by offering out promotional items such as polo shirts. 4imprint has a wide range such items to choose from.

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